海尔集团电子商务有限公司

What 海尔集团电子商务有限公司 does

海尔集团电子商务有限公司 (Haier Group E-Commerce Co., Ltd.) is the wholly-owned digital commerce subsidiary of Haier Group (海尔集团), the Shanghai-listed (600690.SS) Chinese home appliance conglomerate headquartered in Qingdao, Shandong. The subsidiary operates the group's official online retail channels — primarily the Haier Official Mall WeChat mini program (海尔官方商城小程序), the Haier Smart Home mobile app (海尔智家APP), the Enterprise User Mall (企业用户商城), and integration with Haier's physical store network — to sell direct to Chinese consumers and enterprise buyers. Its catalog spans 8 major categories with 900+ items covering refrigeration, laundry, air conditioning, televisions, water heaters, kitchen appliances, computers and peripherals, and smart-home/lifestyle appliances, including a dedicated senior-friendly appliance (适老家电) line and a robotics line featuring exoskeleton robots. The platform also retails the group's sub-brand portfolio: Casarte (卡萨帝) for premium appliances, Leader for younger consumers, Fisher & Paykel (斐雪派克) for premium built-in kitchen and laundry, and Sanyiniao (三翼鸟) for integrated whole-home smart solutions, alongside commercial solutions for real estate, education, hospitality, and data-center segments.

The underlying technology is a WeChat-native mini program platform layered onto Haier's existing e-commerce infrastructure (m.ehaier.com), with complementary mobile app and enterprise B2B storefront. Distribution-side differentiators include the 10-year warranty enrollment service (十年管家), a 560-yuan exclusive member coupon package, points redemption (30元积分抵现), deep-cleaning service discounts (8折家电清洗, 5折耗材服务), and trade-in subsidies (以旧换新) under the active '热AI大换新' campaign. Headcount is disclosed at 40 employees, indicating a lean digital operations, marketing, and platform-management team rather than a direct fulfillment workforce, with logistics and installation likely handled through parent-group entities.

Revenue is generated through three streams: appliance hardware sales (the primary stream), authentic accessories and consumables (e.g., replacement filters for home water purification), and professional services (deep cleaning of home appliances). The go-to-market is direct-to-consumer, segmented primarily toward individual and household buyers with a secondary enterprise/B2B segment served through the dedicated Enterprise User Mall. No standalone revenue figures, funding rounds, or external investors are disclosed for the subsidiary, and its operations are funded through the parent group's capital structure. Geographic footprint is China domestic, though Haier Group operates globally.

Name

海尔集团电子商务有限公司

Legal name

海尔集团电子商务有限公司

Website

https://ehaier.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Haier Group E-Commerce Co., Ltd. is the wholly-owned digital commerce subsidiary of Haier Group, operating the official Haier Online Mall via WeChat mini program and mobile app to sell 900+ home appliances across 8 categories to Chinese consumers and enterprise buyers.

Ownership category

akta.pro rank

Product category

Home Appliances

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (44921)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB)

akta.pro secondary industries

Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA), HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE), Smart Home Hubs & Controllers Retail (CRAIAMAA), Appliance Service Plans, Extended Warranties & Maintenance Retail (CRACACAK)

Keywords

• Home appliance e-commerce
• Consumer electronics retail
• Smart home appliances
• Commercial appliance solutions
• Membership warranty services

Headquarters

HQ city

Qingdao

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Operations, Personnel

Revenue model

1. Appliance Hardware Sales: Primary revenue from selling Haier home appliances including refrigerators, freezers, wine cabinets, washing machines, air conditioners, TVs, water heaters, and kitchen appliances through the official WeChat mini program and online store.
2. Accessories and Consumables: Revenue from official authentic accessories including filter replacements (正品滤芯), cleaning services for appliances, and household water filtration products.
3. Professional Services: Deep cleaning services for home appliances (家电深度清洗) offered at 80% discount for members, and consumable services at 50% discount.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

海尔集团电子商务有限公司 operates Haier's official direct-to-consumer e-commerce platform in China, primarily through the WeChat Mini-Program 海尔官方商城小程序, selling 900+ SKUs across 8 home appliance categories (refrigerators, freezers, washing machines, air conditioners, TVs, water heaters, kitchen appliances, computers/peripherals, and smart home devices). The platform offers membership benefits (560元 coupon package, 10-year warranty service enrollment), trade-in subsidies (以旧换新), and authentic accessories/consumables. A separate enterprise user mall (企业用户商城) handles B2B procurement of commercial-grade appliances, with the company also offering professional deep-cleaning services for home appliances at member discounts.

Product overview

海尔集团电子商务有限公司 operates a comprehensive e-commerce platform centered on the Haier Official Mall Mini-Program (海尔官方商城小程序). The product portfolio spans 8 major categories with 900+ products including refrigerators, freezers, washing machines, air conditioners, televisions, water heaters, kitchen appliances, computers, and smart home devices. The platform serves both individual consumers through the mini-program and enterprise users through dedicated B2B channels. Key sub-brands include Casarte (premium), Leader (youth-focused), Fisher & Paykel (premium kitchen), and Sanyiniao (smart home solutions). Commercial solutions cover smart buildings, commercial laundry, displays, water purification, and industry-specific applications for real estate, education, and hospitality sectors.

Differentiator

Problem solved

Functional benefit

Brands

• 卡萨帝 (Casarte): High-end smart home appliances and lifestyle products under Haier's premium brand
• Leader
• 斐雪派克 (Fisher & Paykel)
• 三翼鸟 (Sanyiniao)

Products and services

• Haier Official Mall WeChat Mini-Program (海尔官方商城小程序) Direct-to-consumer WeChat-based shopping platform enabling one-stop purchase of all Haier home appliance categories (refrigerators, freezers, washing machines, air conditioners, TVs, water heaters, kitchen appliances, computers, smart home devices), with membership enrollment, 560元 exclusive coupon package, trade-in subsidies, and 10-year warranty service registration. Covers 8 major product categories with 900+ items.
• Refrigerators (冰箱) Haier refrigeration products sold through the official e-commerce platform, including side-by-side, cross-door, multi-door, three-door, two-door, and single-door configurations with full-space freshness preservation technology for household and family use.
• Washing Machines (洗衣机) Haier laundry appliances including roller (drum) washing machines, washer-dryer combos, wave-wheel washers, twin-tub washers, mini washers, dryers, and shoe washing machines for household and family use.
• Air Conditioners (空调) Haier air conditioning products including wall-mounted, cabinet, central air conditioners, mobile AC, fresh air systems, kitchen AC, heat pump dual-systems, and ducted units, featuring WiFi smart control for household and small commercial use.
• Televisions (电视) Haier smart televisions available in size ranges from 40-45 inches to 85 inches and above for household entertainment use.
• Water Heaters (热水器) Haier water heating products including electric, gas, air energy, solar, and space energy water heaters, plus small kitchen heaters (小厨宝) and heating furnaces (采暖炉) for residential use.
• Kitchen Appliances (厨房电器) Haier kitchen appliances covering major built-in units (range hoods, gas stoves, dishwashers, disinfection cabinets, steam ovens) and small countertop appliances (microwaves, induction cookers, rice cookers, pressure cookers, air fryers, food processors, smart nutrition scales, garbage disposers, fruit/vegetable disinfectors, multi-functional pots).
• Smart Home / Lifestyle Appliances (生活家电) Haier lifestyle and smart home products including smart bath heaters, smart toilets, smart toilet seats, shower heads, vacuum cleaners, floor scrubbers, robotic vacuums, smart lighting, dehumidifiers, water dispensers, water purifiers, smart mirrors, clothes drying racks, irons, smart speakers, fans, shavers, hair dryers, sterilizers, and massage devices for modern connected households.
• Computers & Peripherals (电脑及外设) Haier computing products including laptops, desktops, tablets, all-in-one computers, monitors, mice, portable hard drives, and related accessories for personal and small-business use.
• Commercial Solutions (商用解决方案) B2B commercial-grade appliance solutions including smart buildings, commercial laundry, commercial displays, whole-house smart systems, commercial water purification, commercial water heaters, commercial kitchen appliances, commercial freezers, commercial computers, plus industry-tailored packages for real estate, education, hotel, and data center customers, distributed through the 企业用户商城 enterprise mall and a dedicated business consultation channel.
• Professional Deep Cleaning Services (家电深度清洗) Professional deep-cleaning services for home appliances (家电深度清洗) provided at 80% discount for members and consumable replacement services at 50% discount, sold through the Haier Official Mall Mini-Program.
• Official Authentic Accessories and Consumables (正品滤芯等) Official authentic replacement accessories and consumables for Haier home appliances, including filter replacements (正品滤芯) for water purification and household water filtration products, sold through the official e-commerce platform.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 海尔集团电子商务有限公司