“Our mission is not to fight for price”

The television market in Spain had one of its worst years in 2025. According to Haier, Spaniards bought 15% fewer televisions than the previous year, and manufacturers accumulated so much unsold stock that the gap between what they put in stores and what people actually bought touched 30%. A drama.

In this context, the Chinese manufacturer, which has been competing in the TV market in Spain for just three years, closed the year with a growth of 15%. And that is why in 2026 there are many eyes and hopes on the television market: with the World Cup as a great sales catalyst, everyone is putting their efforts to recover lost ground.

Haier intends to continue growing and its new televisions for 2026 They make it clear that their strategy is based on two pillars: screens of up to 115 inches and MiniLED as their favorite technology. Javier Juristodirector of Haier’s TV business unit in Spain, sums it up in one sentence: “Our mission is not to fight for price.”

Haier reads the market backwards

Haier wants to convince that its growth is not an anomaly, but the consequence of having read the market well. The company starts from a simple idea: in televisions, it is no longer the winner who pushes the price the most, but rather the one who offers a more attractive proposal in image, sound, size and connectivity. That is why Juristo distances himself from the rest of the Chinese manufacturers and sticks out his chest when pointing out that they are not only number one in China, but also in the United States, where they hit the table with the bought General Electric ten years ago.

In Europe they recognize that the market is more complex because each country has its own consumer habits. And they believe that the secret is knowing how to adapt to what the public wants in each region. That is why its expansion is going little by little. In Spain, their TVs arrived in 2023, but it was not until this same 2026 that they decided to go after the TV market of Portugal, Italy, Poland, France and the United Kingdom.

This is also why they make it clear that their battle is not the price, but compete in mid-high and premium rangesomething that allows them to position themselves in a less crowded segment and, above all, less dependent on the price war. This is relevant in an environment as challenging as the current one, where the component crisis is going to complicate things even more, with rising prices for almost all consumer electronics. “A busy end of the year is coming,” Juristo confessed.

The Haier TVs of 2026, at a glance

Haier has organized its 2026 range in a fairly easy to read way: from the entrance TV to the large diagonal without taking too many detours. Let’s briefly review what each of them offers:

The K85 It is the entrance door. It is a 4K LED that goes from 32 to 55 inches and, even so, does not give up on catching up with Google TV, Gemini and a new MediaTek processor. It is not intended to dazzle, but it is intended to make it clear that even the most affordable range already has to come connected and with intelligent functions. Part of the €399, although There is already an offer for €329.

The S80 It is the one they have designed for the mass public and that is why it is the one that offers the most size options. It covers from 32 to 85 inches and is the widest QLED family in the range, so Haier is playing in the most comfortable field: that of TV for almost everyone. Fine design, Dolby Vision and a huge size fork to attack from the small living room to already quite serious diagonals. The 50-inch model starts at €519, on sale for €429 on its official website.

The S85 refines the shot more. It focuses on 50, 55 and 65 inches, right in the most disputed range on the market, and adds voice control with Gemini as the main differential argument. It is not the most spectacular in the range, but it is a way to raise the level without yet entering the most expensive territory. The 50 inch model part of the €559.

The S90 It already opens another conversation. It’s still QLED, but it adds KEF sound, a British hi-fi audio brand with a good reputation among fans of this world for its technical approach and experience in speakers. In addition, it offers more muscle for gaming and sizes of 55, 65 and 75 inches. It is the series for those who are beginning to want something more on TV without spending a fortune. The 55-inch model starts at €729, although it already there is an offer for €599.

Then there is the block MiniLEDwhere Haier puts a good part of its muscle. The M90 and the M92 They are committed to more brightness, more contrast and a more premium feel, with sizes up to 85 inches and details such as UltraSense AI, its artificial intelligence layer to automatically control settings, KEF sound and Zero Gap design (their term to promise that there is less than 40 millimeters between the wall and the TV). To give you an idea of ​​the prices, the 75-inch M92 model starts at €1,699, in offer for €1399.

And above is the M96which directly plays in another league: 100 and 115 inches for those who no longer want a large TV, but a huge TV. And it pays, of course. The 100-inch one starts at €2,849, although there is a promotion now on their website for €1999.

Big inch, MiniLED and a lot of AI

There is something they have insisted on in the presentation of their new TVs for 2026: more size, more intelligence and more integration with the connected home. In the image part, the brand makes it clear that its focus is on LED, QLED and QD-Mini LED Ultra, with MiniLED as the technology that gains the most weight in the tall models. It is a strategy in which they do not want to leave anyone out, which is why they cover everything from the entry-level range to the largest TVs in the living room, but with great emphasis on brightness, contrast and good finishes.

The big inch It is one of their main bets, and not only as a commercial argument, but as a signal of where they believe the market is moving. Haier insists on diagonals of 75, 85, 100 and even 115 inches, with the M96 as the standard bearer. And to help convince us that a TV of those dimensions is a good idea for our living room, they mention solutions like Zero Gap, which, as I mentioned above, is their way of referring to leaving a very small gap between the wall and the TV.

The other big leg is UltraSense AIwhich acts as a transversal layer over almost the entire range. Here Haier has given different examples: AI detects scenes, lighting and movement to adjust the image automatically, and they have highlighted its role in 4K upscaling “because a good part of the content we see is not yet in native 4K”, according to Antonio Puig, Product Manager TV at Haier Smart Home Iberia. This layer of AI also enters the gaming mode, where the television modifies image parameters to better adapt to the game, and in the sound, where the AI ​​helps separate voices and better control the volume to prevent advertisements from sounding louder than the content.

Connectivity also has a lot of weight in the strategy. Since June, Haier TVs incorporate Gemini in practically the entire range, and that opens the door to voice control in models like the S85. Added to this is Google TV as the basis of the experience and Haier’s own app, hOn, as an ecosystem layer to connect the brand’s different devices. On the other hand, Haicast allows you to send content from Windows and Android directly to the television, a function that fits well in a proposal designed to integrate living room, mobile and PC with less friction.

Beneath all that is another less visible but important layer: the hardware. Haier explains that it uses MediaTek processorsand that they have not skimped when choosing their best chips (from the 700 series onwards) for the vast majority of their new TVs, in addition to all the panels being PVA “to gain contrast and quality of vision.” It also insists on visual protection with Low Blue Light technology, which apparently filters only harmful blue light so as not to alter the image quality too much.

And the OLED and Micro RGB?

Haier has not renewed its OLED range in 2026so the models that you can find from the brand right now are from 2025. Javier Juristo explained to us that they have preferred to start with televisions with LED, QLED and Mini LED panels to polish their next OLED well, “a very demanding and competitive field.” They hope to present their new OLEDs at the end of this year, although they will not hit the market until spring 2027.

And about the Micro RGB? Most manufacturers are presenting their models and Haier already tells us that they hope to present their commitment to this technology at IFA 2026, next September.

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