中国家电布局东南亚，为何海尔跃居第一脱颖而出？

Core Insights - Southeast Asia, the Middle East, and Africa have become the main battlegrounds for Chinese home appliance companies' overseas expansion, with Southeast Asia showing an annual demand growth rate of 8.5%, significantly higher than the global average [1] - Haier Smart Home has notably accelerated its presence in Southeast Asia, achieving the highest total sales in major markets like Thailand, Vietnam, and Indonesia, with a market share of 14.3%, reflecting an 8.2% year-on-year increase [1] Market Performance - In Thailand, despite an overall decline in the white goods market, Haier achieved a 29% growth rate, rising from fourth to the top brand [1] - In Vietnam, Haier's washing machines held a 21.1% market share, while refrigerators achieved a 22.2% share, both ranking first in growth [1] - In Indonesia, even with a 5.9% decline in the white goods sector, Haier maintained a 12.3% market share, leading among Chinese brands [1] - In Malaysia, Haier's market share for freezers exceeded 40%, and air conditioning share increased to 16.7%, both securing the top position [1] Localization and Innovation - Haier's success is attributed to its localized innovations tailored to meet specific consumer needs in each market, such as the 520L T-door refrigerator for Thai consumers and the Color AI washing machine for high-end Vietnamese households [2] - The company has also optimized its retail digital transformation and channel strategies, leading to a 4 percentage point increase in market share in Thailand within six months [2] - The focus on high-end brands and a robust supply chain enhances Haier's ability to meet diverse consumer demands and strengthens its risk resilience [2] Strategic Outlook - The global home appliance industry is highly competitive, and Southeast Asia is a strategic area for Chinese companies to expand their overseas markets [2] - Chinese enterprises are transitioning from merely selling products and establishing factories to a higher level of "going global with the industrial chain," positioning themselves for collective growth [2]