Unique Brand Identity
The unique brand identity of Leader is made possible by 10 major integrated R&D centers, 6 design branches, 18 design centers, 28 international R&D institutions and over 300 international designers
Leader Home Appliance, one of the brand portofolio of Haier Group, positions itself as a brand for the younger generation in the era of the internet. With the philosophy of Light Fashion, Easy Life, Leader aims to create a fashionable, simple, leisurely and comfortable lifestyle for users. The Leader product line covers seven categories including refrigerator, washing machine, air conditioner, kitchen appliance, freezer and TV etc which are all deigned by the world's top engineers and designers. Leader now boasts of millions of loyal customers and over 30 awards in the industry.
Leader adopts the principles of light fashion and simplifies home appliances without compromise on details.
Leader realizes a full-process quality control by adopting a return-to-zero model which tackles market issues according to indexed modules. The SPC (statistic process control) and CPK (Capability Index of Process) systems are also established to ensure quality
Leader fuses youth, fashion and quality together and simplifies home appliances without compromising on details.
Lead the new fashion of home appliances and create unlimited possibilities for the younger generation
Fashion, perfection, exploration, vitality
Leader of everything