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AWE2026：海尔小家电新亮相

家居百科
2026-03-17 19:47

AWE 2026: The Future of Home Appliances

Each year's AWE is the best window to observe the trends in the home appliance industry.

In the 2026 exhibition hall, a subtle change is taking place: people are no longer discussing parameters such as "who has more power" or "who has a higher speed," but are stopping in front of various life scenarios. They watch a steamer "read" the laundry label of a silk shirt, and an air fryer "recognize" the texture of chicken wings through a high-definition camera to automatically adjust the cooking curve...

These subtle scenes are piecing together a clear signal: the small home appliance industry is undergoing a value重塑 from the inside out. And in this wave, Haier small home appliances are exploring more possibilities of deep integration of AI and life as a pioneer.

One: The Tipping Point: The "Awakening Moment" of Small Appliances Has Arrived

"AI reshapes small appliances, not to make products more intelligent, but to make life more like you wish." At the AWE 2026 event, Du Yilin, General Manager of Haier Small Appliance Industry, revealed the essence of the transformation.

In the past, small appliances solved the problem of "whether there is or not." Rice cookers, vacuum cleaners, steam irons, and other categories have been popularized, but they have always been passive response tools - press the button, and it executes; switch the mode, and it adapts. Users must adapt to the rules of the machine, not the machine understanding the needs of users. As a result, an embarrassing reality has emerged: the average global family has more than 20 small appliances, but the ones used frequently may be less than 5. The rest are mostly dusted in the corner.

This is not only a mismatch of resources, but also exposes the deep-seated dilemma of traditional industries - we have solved the problem of "function" or not, but have never touched the soul of "experience".

The breakthrough of AI is reconstructing everything from the bottom. It gives small appliances their first "senses," "brain," and "hands and feet" of precise execution. The logic of interaction has changed fundamentally: from passive to active, machines begin to perceive the environment and user status; from one-size-fits-all to personalized, customized services become possible.

On the booth of Haier small appliances, this transformation is embodied in one life detail after another: in the dressing room, the steamer "reads" the laundry label of a silk shirt, matches the fabric after identification, and automatically matches the most suitable ironing temperature; in the kitchen, the air fryer captures the texture of chicken wings through a high-definition camera, and automatically adjusts the cooking curve; in the tea room, the tea caddy precisely distinguishes Jin Jun Mei and Fenghuang Dancong, customizes a "firepower" for each type of tea; in the living room, the ceiling fan follows the shadow of a person, and intelligently adjusts the wind direction and speed.

While many brands are still imitating Western cooking habits, Haier small appliances choose a more native path - teach machines to "understand" the details of Chinese life: identify clothing protection, identify rice temperature, identify beans taste, identify tea control baking.

This is the "awakening moment" of the small home appliance industry: the core of competition is no longer parameter stacking, but who can understand users and life better.

Two: The Confidence of Leading: Forty Years of Foundation, Three Leap Forward

Reliance on the more than 40 years of solid development foundation of Haier Group, Haier small appliances has also achieved its own strategic leap. If "letting machines understand life" is the answer given by Haier small appliances to the times, then the confidence and strength of this answer come from the industrial layout and long-termism inherited from Haier Group. This is not only a history of brand evolution, but also a strategic sample of Chinese manufacturing crossing cycles and continuously leading.

The first leap: the era of scale, first step out.

When facing the development stage of the market from "none to some," Haier small appliances relies on the brand accumulation and channel advantages of the group to gradually improve the category layout, expand market coverage, and enter more user families, promoting the popularization of quality small appliances. In this process, Haier small appliances has accumulated user base and market trust, and these long-term accumulated resources have also laid a solid foundation for subsequent layout in the AI era.

The second leap: the era of high-end, step up.

When consumer demand upgrades, Haier small appliances launched its second strategic leap: launching the Casarte brand and entering the high-end market. And this step is more profound than imagined.

Casarte small appliances is not starting from scratch. It inherits the "champion energy" and "high-end brand heritage" polished for 20 years by the brand - in the field of large appliances, Casarte has been the first in the high-end market for 9 consecutive years, and the average price of refrigerators and washing machines is 2.2 times that of the industry. This deep-seated brand recognition has made Casarte small appliances, from birth, not need to prove the gold content of the word "high-end" to the market.

At the same time, the "technology wall" built by Casarte for 20 years is migrating systematically from large appliances to the field of small appliances:

In the clothing care scenario, Casarte steam irons are equipped with "dual-core AI intelligent recognition technology" to automatically identify fabrics through high-definition cameras, match the appropriate steam volume and temperature, and achieve a leap from "single ironing" to "clothing care." In the coffee appreciation scenario, Casarte coffee machines identify beans through AI, match appropriate extraction pressure, temperature, and time parameters for different bean varieties, and achieve AI intelligent adjustment of its taste, so that every cup of coffee reaches the gold cup standard of the International Coffee Organization (SCA), and redefine the higher standard of "home coffee machine"; in the full-scene linkage, Casarte small appliances gradually cover the key nodes of one-stop smart scenarios such as clothing, food, accommodation, and entertainment, so that users feel not the intelligence of a single product, but the integration of the entire ecological space.

The launch of Casarte small appliances has paved the way for the market recognition of the high cost of AI technology落地 - when users are willing to pay for this "understanding," they are buying not just function, but a deeply understood and responded experience.

The third leap: AI intelligent era, value重塑全场景.

At the AWE 2026, Haier small appliances has ushered in its third strategic leap. AI is no longer a cold technical term, but has become the "operating system" of Haier small appliances.

It transforms the advantages of user demand insight accumulated in the era of scale into the advantages of scene advantages, and uses AI to reshape the small home appliance industry. When talking about how to achieve this reshaping, Du Yilin deconstructs it into a collaborative innovation system of "algorithm, hardware, and data".

Specifically, the first step is to prioritize algorithms, building an intelligent chain from perception to cognition to execution. In the perception layer, give products sensitive "senses"; in the cognition layer, develop proprietary models and scene intelligent algorithms for small appliances; in the execution layer, upgrade accurate "hands and feet". Secondly, hardware reconstruction, realize the integration and integration of computing power. Thirdly, data closed loop, create a continuously evolving personalized memory, so that products can learn continuously in use.

Behind this reshaping is Haier's unique "listen to advice innovation" - involving users in the whole process of value creation, making every product innovation based on in-depth dialogue with users, and building a long-termist moat for the enterprise with each innovation.

Three: The Development of Dimension: Leading Industry Standards

First-class enterprises make standards, they set the rules.

At the AWE 2026 event, a detail worth pondering by the industry is the formal release of the "AI intelligent steam iron standard" led by Haier small appliances. This behind it releases a signal - Haier small appliances is leading the development of the industry.

This is not an isolated case. The AI baking program defined in conjunction with the Tea Research Institute, so that machines can perceive the fragrance of Longjing and the mellow taste of Pu'er; the identification algorithm trained in conjunction with the food research institution, so that rice cookers can accurately respond to the different characteristics of long-grain rice, short-grain rice, and brown rice. Every technical breakthrough is accumulating into technical assets that can be reused by the industry. Haier is not only running faster, but also laying the track for the industry.

In the Shanghai New International Expo Center W1 Hall, Haier small appliances jointly held a significant strategic signing ceremony with JD Kitchen Appliances, announcing a three-year in-depth AI kitchen and small appliance cooperation plan, aiming to achieve a sales volume of 2 billion yuan in the JD kitchen and small appliance full-channel. This practical action responds to the reimagining of the kitchen scene by the times. Both parties are re-building the kitchen scene with a "large platform × large brand × large AI" deep ecological model, and promoting the industry from simple hardware competition to a new stage of ecological collaboration with user dietary needs as the core. This benchmark-level cooperation in the domestic market not only proves the leading position of Haier small appliances in the AI kitchen and small appliance field, but also explores a development path of ecological win-win for the industry.

This leading momentum starting from China is constantly getting verified in the global market. In Pakistan, the market share of Haier small appliances microwave oven has jumped to the first in the local market; in the TikTok electronic products shopping list in Thailand, Haier small appliances ranks first in the brand self-broadcasting track; on the main e-commerce platforms in Southeast Asia, Haier steam irons, dust removers, and other small appliances are among the top three in sales. This means that overseas consumers not only accept Haier's products, but also gradually recognize the technical standards and product logic led by Chinese enterprises - from "Made in China" to "China Standard", Haier small appliances is writing a new chapter of leapfrog development on the global stage.

Looking back, the globalization of Chinese small appliances has been more of a "taking orders" mode. We rely on supply chain and cost advantages to spread "Made in China" all over the world, but we always bear the thinnest profit in the value chain distribution - because the rules are set by others, we are just the executor of the rules.

Today, everything is being rewritten under the wave of intelligentization. And the confidence of Haier small appliances comes from the data training of tens of thousands of real clothes, from the underlying support of the big model UHome in the field of smart homes, and from the ecological cooperation with scientific research institutions such as the Chinese Academy of Agricultural Sciences. This is not an authoritative self-proclamation, but an industry discourse power won by data and effectiveness.

In this sense, the standard initiated at the AWE 2026 is more like a road sign for the Chinese small appliance industry to shift from "cost-driven" to "technology-driven," and a footprint for Chinese manufacturing to move from the "low-end of the value chain" to the "high-end of the value chain." This is the real moat.

This is truly a moat.