三筒洗衣机内卷，海尔却亮相马来西亚填补空白

Core Insights - The three-tub washing machine has gained significant popularity in the domestic market, leading to intense competition among brands, with Haier achieving sales of 300,000 units and maintaining the top position. The company is now focusing on expanding into the high-end overseas market, particularly in Malaysia, where there is a growing demand for premium washing machines due to urbanization and an expanding middle class [1][3]. Group 1: Product Features and Market Strategy - The three-tub washing machine features an integrated design that allows for separate cleaning of different types of clothing, enhancing washing efficiency by approximately 50% while addressing hygiene concerns. It also includes specialized functions that cater to Malaysian consumer preferences [3]. - Haier is the first Chinese brand to export three-tub washing machines, having successfully validated the product in markets like Vietnam and Italy, and plans to expand into Thailand, the Middle East, and Pakistan [3]. Group 2: High-End Market Performance - The breakthrough in the high-end market is supported by a range of innovative products showcased at the recent event, including the L+ washing machine with AI technology and the Neutron washing machine designed for delicate fabrics. This systematic approach to high-end product offerings is crucial for increasing market share [5]. - In Southeast Asia, while the overall washing machine industry is projected to grow at a rate of 4.6% by 2025, Haier's growth rate in the region is significantly higher at 34%. In Malaysia, Haier's retail sales of washing machines increased by 31% from January to October this year, leading the industry and enhancing its market share in the mid-to-high-end segment [5].