Haier is poised to enter the Australian television market, contingent on retailer interest in its upcoming global TV range. A major retailer expressed to ChannelNews a willingness to discuss potential collaboration on this venture. This development takes place against a backdrop of challenges in Australia’s TV market, where Chinese brands have been steadily increasing their presence.
As part of its strategy, Haier plans to launch an array of QLED, OLED, and QD-Mini LED TVs worldwide in 2026. The lineup will include large-format models, notably a 115-inch QD-Mini LED and a 100-inch Mini LED Array TV. Some models will be equipped with a premium audio system developed in partnership with KEF, enhancing their overall appeal to consumers.
Showcasing Innovation at IFA 2025
At the IFA 2025 trade show, Haier unveiled five impressive models, including 75-inch, 85-inch, and 100-inch Mini LED sets, along with 85-inch and 115-inch QD-Mini LED TVs. The 85-inch QD-Mini LED model is particularly noteworthy, featuring a 240Hz refresh rate, a dedicated Game Mode with refresh rate synchronization, and compatibility with AMD Freesync Premium Pro. Additionally, the 85-inch Mini LED version offers a refresh rate of 144Hz.
To further enhance the viewing experience, Haier is leveraging TCL’s AIPQ AI image-processing technology. The company has confirmed that some panels will be sourced from various suppliers, with executives acknowledging that, similar to brands like Samsung, LG, and Sony, certain models may be OEM-manufactured. Reports indicate that TCL is the primary manufacturer for these units.
Audio Technology and Market Considerations
Audio performance is another significant aspect of Haier’s new offerings. The collaboration with KEF ensures high-quality sound systems across the lineup. Select 75-inch Mini LED models will also include Dolby Atmos technology, a feature that Samsung has identified as a “sweet spot” for Australian buyers.
Haier has confirmed that its new TVs will debut in the UK during the first quarter of 2026, with Australia as a potential follow-up market. Nevertheless, one executive emphasized that success in Australia will heavily depend on retail support and prevailing market conditions. “The TV market in Australia needs to improve. Whether we sell there is going to be up to the retailers and what volume can be achieved,” the executive stated.
Currently, pricing details remain undisclosed, but it is anticipated that most models will fall into the four-figure range. As Haier prepares for this expansion, the company aims to navigate the complexities of the Australian market while capitalizing on the growing interest in premium television technology.
