The first generation of Haier spirit and Haier style is from 2019 to the present.

Haier is the world's number one brand of large home appliances. It was founded in Qingdao in 1984. Zhang Ruimin, current chairman of the board of directors and CEO, is the main founder of Haier. Currently, Haier has established 21 industrial parks, 5 R&D centers, and 19 overseas trading companies around the world, with more than 70,000 employees worldwide.

In 2011, Haier Group achieved a global turnover of 150.9 billion yuan and a brand value of 96.28 billion yuan, ranking first among China's most valuable brands for 11 consecutive years.

Haier Group assisted in the construction of 164 Hope Primary Schools and 1 Hope Middle School, produced 212 episodes of the science and education cartoon "Haier Brothers", and was the only white goods sponsor in the world for the 2008 Beijing Olympics.

Haier logo

The evolution of Haier logo and Haier trademark is a testimony of Haier’s move from China to the world.

When Haier started its business, its refrigerator production technology was imported from the German Liebherr Company. The contract signed by the two parties at that time stipulated that Haier could add the factory address in Qingdao on the German trademark, so Haier used "Qindao-Liebherr" as the company's trademark. (Qindao - another name for Qingdao)