Leader
统帅电器
Leader Appliances is a youthful brand strategically launched by Haier Group in the context of the internet. Leader Appliances positions itself as the “Innovator of Light and Stylish Home Appliances” and advocates the brand proposition of “Light and Stylish, Easy Life,” aiming to create a fashionable, simple, leisurely, and comfortable lifestyle for users.
Leader offers products in seven major categories, including refrigerators, washing machines, air conditioners, water heaters, kitchen appliances, freezers, and color TVs. These products are designed and crafted by top engineers from around the world and have already garnered millions of loyal users, earning more than 30 industry awards.
Leader is the third sub-brand of Haier Group, following Haier and Casarte, and it was introduced as a home appliance brand for overseas markets in 1998. In 2011, Leader was repositioned as a “customized home appliance brand.”
By adopting a virtual-real fusion model, Leader rapidly captures personalized user demands online (via the internet) and swiftly meets these demands offline.
Leveraging Haier’s research and development technology advantages and relying on Haier Group’s four networks (virtual network, marketing network, logistics network, service network), Leader fully guarantees the timeliness and completeness of product manufacturing, distribution, and the entire service package. Its simplified business model and unique functional design make it a new brand that better meets the needs of consumers in the internet age. The target audience for the Leader brand mainly consists of young consumers who advocate a personalized, fashionable, and simple lifestyle.
In 2016, Leader successfully transformed into the “Innovator of Light and Stylish Home Appliances.”
“Light” means moderation, advocating simplicity and authenticity, free from the influence of ever-changing trends but guided by one’s heart.
“Light and Stylish” represents a culture of simplicity, delicacy, and a return to the essence. It is not about being unconventional or using extravagant colors but about genuine and meaningful fashion.
Leader Appliances’ “Light and Stylish” approach simplifies home appliances to the extreme while meticulously addressing the daily needs of life.
Leader Appliances promotes a lifestyle that is fashionable, simple, leisurely, and comfortable. It blends the natural aesthetics of simple fashion with the philosophy of returning to basics, putting forward its own proposition of “Light and Stylish, Easy Life.” This approach frees users from the constraints of trivial daily tasks, allowing them to enjoy the pleasures of life.
“Easy Life”: Creating enjoyment through simplicity.
“Leisurely”: Calmness amidst striving.
“Amusing”: Simple satisfaction in small pleasures.
“Enjoyable”: Dedication to happiness.
“Tranquil”: Returning to the natural essence.
“Light” means moderation, advocating simplicity and authenticity, free from the influence of ever-changing trends but guided by one’s heart. “Light and Stylish” represents a culture of simplicity, delicacy, and a return to the essence. It is not about being unconventional or using extravagant colors but about genuine and meaningful fashion. Leader Appliances’ “Light and Stylish” approach simplifies home appliances to the extreme while meticulously addressing the daily needs of life.
Leader Appliances’ various product categories are designed by top international design talents, reinterpreting fashion and simplicity with clean and concise product designs that eliminate all unnecessary complexity. These designs seamlessly blend with the natural environment, using minimal elements to outline a stylish home style.
Leader Appliances brings products back to basics, pursues excellence in the fundamental functions of home appliances, and crafts high-quality, unpretentious products that provide users with precisely tailored functional satisfaction, allowing them to be liberated from the trivialities of daily life.
Best-selling Products from the Leader Brand：
