With Haier, getting excited over a freezer is more than plausible

It all started with a big bang smash. In 1985, as a first step, Zhang Ruimin, the prolific founder of Haier Group, raided the warehouse of the then-small refrigerator company based in Qingdao. Upon discovering 76 flawed fridges, Ruimin invited all employees who had built the obsolete objects to gather around and smash them using sledgehammers. Amidst all the noise and chaos, Ruimin successfully provoked a pivotal awakening and laid the groundwork for a fresh start. Four decades later, Haier has become a household name, its status cemented as one of the most revered home appliance makers in the world. The new Haier -60° deep freezer is yet another cutting-edge addition to the company’s diverse and innovation-centric product portfolio. 

Through relentless research and development and as an undisputed pioneer of industry advancements, Haier’s Smart Home ecosystem (that now embraces artificial intelligence) is made up of products and energy-efficient appliances rooted in innovation and the enrichment of modern living. As such, the Chinese company’s -60° deep freezer is an interconnected, intuitive solution with its sleek visual identity, high-capacity construction, and superb efficiency.

The freezer’s door-opening experience mimics the intricacies of high-end electric car design. By combining the human sense handle structure with the product modeling, the appliance’s exterior–colored in dark air force blue–is smooth, minimalist, and modern. The variable light source is implanted into the handle which helps users sense the temperature at all times as well as grasp the state of the ingredients the freezer houses.

On the inside, Haier’s -60° deep freezer features an innovative stainless steel shutter tray that allows arbitrary expansion and contraction. The capacity can be changed by sliding. Unsurprisingly, the freezer has garnered iF Design’s stamp of approval as a testament to the product’s unmatched design excellence. 

As it celebrates its 40th birthday–which was marked by an event themed “Evolution Begins with Connection, Ecosystems Know No Boundaries” in Qingdao that took place earlier this month–Haier currently serves customers in more than 160 countries and regions and has held the number one position in Euromonitor’s Global Major Appliances Brand Rankings for 16 consecutive years. One of the most influential brand’s electrifying evolution has been driven by a unique approach to company culture, technological innovation, strategic acquisitions, and unwavering focus on consumer needs and the improvement of the home environment. 

At Haier, it’s not just about keeping up with market trends. The appliance manufacturer is focused on deep engagement and (even) co-creation with its customers. As its -60° deep freezer demonstrates, Haier operates on zero distance and “sincerity forever” when it comes to product development. Dedicated teams analyze different scenarios created based on how users engage with the company’s vision of an appliance. In this way, smaller market segments are put under a microscope. 

In producing high-quality, noise-reducing appliances, sustainability is a cornerstone of the iconic company’s mission and is achieved through the implementation of energy-efficient solutions and environmentally responsible operations. Beyond the tangible, Haier is also committed to the advancement of education, healthcare, and disaster relief on a global scale. 

Zhang Ruimin believed that for Haier to thrive, it couldn’t rely upon workers who acted as bureaucrats but needed entrepreneurs instead. So many years of success and challenging the status quo later, with every launch of a new, daring product, Haier has proven that it can indeed think outside the (ice)box.