Haier Southeast Asia: In the pursuit of transformation, market dominance

MANILA, Philippines — Haier Southeast Asia held its 2023 Dealer Conference on December 15 in Bangkok, Thailand, gathering over 1,000 dealers under the banner, “Inspire the Future Dream.”

Haier Smart Home has upgraded its strategy in Southeast Asia, driving its strong growth for three consecutive years. Despite having faced adversity in 2023, Haier SEA grew twice as fast as the industry, with its Thai air-conditioning units and freezers ranking first in their category, and its washing machines taking the lead among their counterparts. 

The event featured a Smart Exhibition Area showcasing Haier Smart Home’s various health and home products integrated with the latest technologies—a testimony to the brand’s growth and industry leadership.

The conference opened with HAIER Southeast Asia CEO Zhang Zhenghui showcasing the global strength of HAIER Smart Home, introducing the strategic goals of the HAIER SEA region, and mapping out their transformation strategy.

Representatives of all nodes summarized the results of their transformation in 2023, including the establishment of trading stories of various countries and industries.

Growth across all categories

Air conditioners

In 2023, HAIER’s air-conditioning line experienced a 35% year-on-year growth in sales, covering more than five million user families, driving its production and sales to exceed one million units. Furthermore, increase in market share for the brand was led by its new UV Air Conditioner, being the industry’s leader in the health and energy conservation trend.

Haier SEA’s brand transformation is evident as it leads the pack in keeping end-users in mind with its T-door product lineup and the very first full-space and fresh-keeping refrigerators in the industry.

Taking its rightful place as leader in the washing machine category, Haier SEA challenges the very industry itself with the launch of the new COLOR AI technology, accelerating its high-end transformation in its relentless pursuit of dominating the category.  

Freezers

In the freezer category, Haier has seen 10% growth in 2023 and is gearing up for the release of the industry’s first -60° cell-level deep freezing freezer, alongside its air-cooling chest freezer.  

Televisions

Haier has also experienced a strong 33% increase in revenue from its line of leading televisions, among which include the new OLED TV equipped with Harman Kardon audio, bringing a revolutionizing audiovisual feast to its users.  

Smart buildings

More than just being a leader in the home appliances industry, Haier is also poised to drive 40% of its annual revenue in the smart buildings industry. This strong market performance is led by the brand’s health and energy-saving solutions as the localized layout is seen to accelerate the provision of embedded solutions. 

A celebration of growth and leadership

In recognition of their vital role in the company’s bold pursuit of growth and market dominance, Haier celebrated its partners with various awards for their collaboration and support. 

In pursuit of its vision into the future, Haier Southeast Asia has committed to relentlessly pursue high-end transformation, expand through new market opportunities and blaze into industry leadership.

Editor's Note: This press release is paid for by Haier.