Haier Biomedical Holds European Partner Summit in Rome, Strengthening "In Europe, for Europe" Strategy
Rome — Haier Biomedical recently held its European Partner Summit in Rome under the theme “Advancing Together – Sharing the Future of Biomedical Innovation”. The event brought together 37 regional partners and industry leaders from 23 European countries to discuss the company’s long-term commitment to the region and introduce a broader portfolio of laboratory solutions as part of an enhanced brand strategy. The new strategy focuses on scenario-based and application-specific solutions, along with Haier Biomedical’s long-term plans to increase localisation in Europe to provide more comprehensive services and support tailored to regional market needs.
Global Vision and European Market Strategy
At the event, Enrique Wang, Global Market Director at Haier Biomedical, affirmed the company’s global vision, targeting more than 50% of global revenue from international markets by 2027, and more than 50% of revenue from non-refrigeration products by 2028. He emphasised that Europe represents a strategic market in the company’s global expansion roadmap through the “In Europe, for Europe” principle. To this end, Haier Biomedical is delivering products, services, and support tailored to regional regulatory standards, customer expectations, and application requirements.
Presenting the European strategy for 2026, Semir Selimovic, Director of Northern, Central and Eastern Europe at Haier Biomedical Europe, highlighted the company’s commitment to continue investing in local sales teams, after-sales service, and product expertise to improve responsiveness and execution across major markets. Europe has become one of the fastest-growing international regions for Haier Biomedical, supported by local team expansion and a continuously developing product portfolio.
Expansion from Freezer Products to Integrated Solutions
Among the new products introduced by Haier Biomedical, the Plasma Apheresis System XJ-III attracted considerable attention. The system has obtained EU MDR certification, an important achievement in meeting strict European regulatory standards whilst strengthening Haier Biomedical’s position in blood and plasma technology. Across Europe, the market share of Haier Biomedical’s CO₂ incubators, centrifuges, biosafety cabinets, and ultra-low temperature storage systems continues to expand. This is supported by energy-efficient technology and compliance with various regional certification standards. The product evolution presented in Rome demonstrates Haier Biomedical’s progress towards a comprehensive solution portfolio supporting laboratories, hospitals, and life science institutions.
Automation and Intelligent Blood Management as Growth Drivers
Daniele Pericolini, European Automation Solution Specialist at Haier Biomedical, outlined the company’s strategy to drive future growth through laboratory automation and intelligent blood management systems. Haier Biomedical’s automatic biobank solutions integrate ultra-low temperature storage with RFID-based systems, modular automation platforms, and liquid nitrogen systems to enhance sample tracking and operational efficiency. These solutions address challenges such as sample integrity, temperature monitoring, and high-capacity storage requirements, thereby strengthening Haier Biomedical’s position amid surging demand for biobank infrastructure in Europe.
Additionally, the U-Blood intelligent blood management system introduces a new approach to blood supply chain management. The system transforms conventional blood storage methods into real-time connected blood supply chain management, reducing waste, improving tracking, and supporting 24-hour transfusion services. This solution also aligns with Europe’s focus on safety, digitalisation, and zero-waste healthcare initiatives.
Customer Recognition Across Europe and Brand Alignment
During the meeting, partners from Germany, Slovenia, France, and Denmark shared experiences using Haier Biomedical solutions in their local markets. In France, a long-term Haier Biomedical partner presented a biosafety cabinet developed jointly with Haier Biomedical according to national standards. Over 230 units of this biosafety cabinet have been deployed to more than 100 customers. In Denmark, a biosafety cabinet partner reported successful sales of ultra-low temperature freezers through various public tenders and expansion into additional product categories. Meanwhile, a large-scale installation in the pharmaceutical sector in Slovenia demonstrates Haier Biomedical’s capability to handle complex projects with multiple units. Central European partners also emphasised product reliability, regulatory compliance, and after-sales service as competitive advantages for Haier Biomedical.
Strong International Growth in 2025
Haier Biomedical’s expansion in Europe is supported by solid financial performance. In 2025, Haier Biomedical recorded revenue exceeding RMB 2.3 billion, whilst international revenue reached RMB 840 million, contributing more than 36% of total revenue.
The European market achieved double-digit growth, contributing significantly to the increase in international revenue. Additionally, AI-based and automation solutions accounted for approximately 15% of total revenue in 2025, indicating acceleration of technological transformation. This performance reflects Haier Biomedical’s strategic shift from simply exporting hardware to providing localised solutions supported by regional teams and product certification in more than 18 countries.
As the European Partner Summit concluded, Haier Biomedical reaffirmed its commitment to strengthen local operational activities in Europe, expand automation and life science solutions, and drive shared growth with its partners.