On the evening of October 30, Qingdao Haier (600690.SH) released its third-quarter financial results for 2017. The company reported a total operating revenue of 11.92 billion yuan for the first three quarters of the year, reflecting a year-on-year growth of 41%. This strong performance contributed to an increase in market share across the entire product category. Notably, the sales revenue of the young brand, Commander, rose by 40% year-over-year, with the direct-drive washing machine segment experiencing particularly impressive growth—its size increased by three times compared to the previous year.
In February 2017, the Commander washing machine made headlines by creating a balanced structure using Coca-Cola cans. As the challenge progressed, the complexity of the designs increased, and the brand successfully showcased its balancing capabilities at major events such as the 2017 AWE exhibition and the Shenzhen Fashion Week booth. On June 28, the Commander washing machine set a new Guinness World Record by constructing a towering structure made of 2,328 disposable paper cups, reaching a height of 10.08 meters. This achievement not only captured public attention but also reinforced the brand’s commitment to innovation and quiet performance in the industry.
Following this remarkable feat, the Commander washing machine continued to gain recognition. At the 2017 China Washing Machine & Dryer Industry Summit Forum on September 22, the brand was awarded the "2017 China Washing Machine Industry Professional Care Fashion Brand Award." Additionally, the Commander series of washing machines received the "2017 China Washing Machine Industry Fashion Washing and Leading Product" award, further validating its quality and appeal in the market.
Since the start of the year, the Chinese washing machine market has shown signs of recovery, with growth rates outpacing many other home appliance categories, second only to air conditioners. Consumers are increasingly seeking advanced features such as large capacity, inverter technology, and smart functionality. This shift in demand for higher-quality products has driven steady growth across the sector. In response, the Commander washing machine launched a strategic upgrade in Shanghai on October 26, transitioning from a single-product model to a comprehensive solution provider for young consumers’ clothing care needs. This move aims to enhance the overall laundry experience and better meet the evolving preferences of modern users.
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