Haier adds high-end display technology: Dual-track layout of Mini and Micro LEDs leads a new dimensi

At a time when display technology is rapidly iterating, the high-end display field is becoming the core battlefield for major brands to compete. Recently, Haier has taken frequent actions in this field, which has attracted widespread attention in the industry. On June 27, according to Haier Overseas's official Weibo message, Haier joined hands with Abenson, the largest local appliance retailer in the Philippines, to grandly launch the True Color Pro series of Mini LED TVs at Haier's flagship store in Quezon City. The launch of this new product not only enriches Haier's high-end product matrix, but also marks the upgrade of strategic collaboration between the two parties, which will effectively promote the accelerated penetration of high-end products in the Philippine market.​

At the same time, Haier's layout in the field of display technology does not stop there. Its subsidiary Qingdao Haier Multimedia announced on June 23 that it has signed a contract with Chengdu Chenxian Optoelectronics. The two parties will work together to jointly promote the industrialization of TFT-based Micro LED size commercial display products. Experts say Display believes that Haier has continuously registered on the two major tracks of Mini LED and Micro LED in the short term, clearly signaling that it is increasing its strategic layout in the field of high-end display technology. Haier's positive actions also confirm the industry trend that high-end display technology has increasingly become a key dimension in the competition of leading home appliance brands.​

Haier's dual-track bet on Mini/Micro LED technology

According to experts, Display observes that during the period from June to July, Haier intensively promoted its layout in the fields of Mini LEDs and Micro LEDs, with dual tracks in parallel and strong momentum.​

In terms of Mini LED, Haier not only completed the debut of Mini LED's high-end product matrix in the Philippines, but also reached a strategic upgrade with Abenson, the largest local channel partner. Both sides will work together to accelerate penetration in the high-end TV market. Data shows that Haier's business in the Philippines has achieved rapid growth for eight consecutive years. In the first five months of 2025, revenue increased by 21% year-on-year, of which the TV category increased by 58% year-on-year. The flagship product True Color Pro series released this time is equipped with a micron Mini LED backlight, which achieves high contrast and high brightness through zone light control technology. It also integrates 4K HDR and smart home compatibility, further consolidating Haier's high-end market competitiveness.​

In terms of Micro LEDs, Qingdao Haier Multimedia and Chenxian Optoelectronics signed a strategic cooperation agreement in June, with the goal of accelerating the large-scale application of TFT-based Micro LED technology in the display field. The core cooperation focuses on high-end commercial displays and complete TV sets. exploration. Based on Chenxian Optoelectronics 'TFT-based Micro LED core technology, both parties will give priority to deepening the high-end commercial display market, and integrate diversified solutions including traditional LEDs to rapidly enhance Haier Commercial Display's product power and market coverage. In the next three years, we plan to launch a variety of customized products. At the same time, the two sides will also jointly develop Micro LED TV sets, planning to create differentiated experiences in home theater, professional displays, and ultra-high-definition audio and video scenarios, and open up incremental space for future TV. In order to ensure the smooth implementation of the strategy, the two sides have established a regular coordination mechanism to carry out in-depth cooperation around product planning, brand linkage and channel construction to jointly promote the commercialization process of technology.​

Domestic head home appliance brands collective layout high-end display

From the perspective of the entire industry, with consumption upgrades and continuous breakthroughs in display technology boundaries, homogenization competition in the mid-to-low-end market has become increasingly fierce, forcing domestic leading brands to shift their focus of innovation resources and brand premiums to high-end display fields.​

As the core technology of high-end display at this stage, Mini LED has become a key weapon for leading brands to increase the penetration and market share of mid-to-high-end LCD products with its significant advantages in brightness, contrast, and energy efficiency ratio. It is also the brand's high-end. An important starting point. Micro LED is regarded as the representative of the ultimate display technology. Although industrialization is still in its early stages, its revolutionary display performance and broad future application potential have been regarded by the Head Group as the commanding heights of long-term strategy.​

According to experts, Display observes that high-end display technology has become the core arena for domestic head home appliance brands. In addition to Haier, brands such as Hisense, TCL, and Skyworth have also diversified in the high-end display field.​

By holding shares in Qianzhao Optoelectronics, Hisense has strengthened its control over chips and achieved vertical integration. On the one hand, we continue to launch Mini LED-backlit TVs to increase penetration in the global market. This year, we also upgraded and launched RGB Mini LED TVs based on Mini LEDs, further consolidating our share in the high-end market; on the other hand, we continue to promote the scientific research and development of Micro LED products, and the country's first 163-inch Micro LED boundless giant screen has been launched in Shenzhen.​

TCL adopts a two-line parallel strategy to expand its market voice in the Mini LED field with its Vientiane sub-products. At the same time, it cooperates with San 'an Optoelectronics to lay out the Micro LED pilot line. According to experts, Display understands that its Micro LED pilot test line has been put into construction in October 2024 and plans to conduct small-scale trial production in 2025.​

Skyworth adopted an industry collaboration strategy and jointly launched a number of Mini LED AI TVs with BOE in the first quarter to jointly promote the rapid popularization of Mini LED-backlit TVs in the mid-to-high-end market.​

Konka focuses on manufacturing breakthroughs. Since 2022, it has focused on actively deploying innovative technologies in the entire MLED industry chain and promoting mass production. Currently, Konka Chongqing Optoelectronics Industrial Park has achieved sales of more than one million Micro LED chips, initially opening up a commercialization path.​

Overall, the layout of these domestic leading brands in the high-end display field is not only to seize the future product highland, but also to compete for the leadership of the next generation display industry chain. With the continuous advancement of technology and the continuous upgrading of market demand, competition in the high-end display field will become increasingly fierce, and this competition will also promote the development of the entire display industry in a higher quality and more innovative direction. The active layout of Haier and other brands will undoubtedly inject strong impetus into the industry's technological innovation and market expansion, leading high-end display technology to a new stage of development.