Core Insights - The Southeast Asian e-commerce market is experiencing rapid growth driven by internet penetration and a young consumer base. Haier has capitalized on this trend, achieving significant online sales growth and leading the refrigerator category in the region [1][2]. Group 1: Sales Performance - Haier's e-commerce sales during the "99 Super Sale" event saw a remarkable 97% month-on-month increase and a 315% year-on-year increase. Key markets such as Thailand, Vietnam, the Philippines, Indonesia, and Malaysia all exceeded 100% completion rates, with Indonesia and Thailand achieving 100% month-on-month growth [1]. - Core product categories, including refrigerators, washing machines, air conditioners, and televisions, all experienced substantial growth, with completion rates surpassing 100% [1]. Group 2: Product Strategy - Haier Southeast Asia has tailored its product offerings to local consumer habits, introducing smart ice-making and Space Fit series refrigerators that align with local home decor styles while enhancing preservation performance and energy efficiency to meet the rising demand for mid-to-high-end products [2]. Group 3: Customer Engagement - The company has implemented a zero-distance user interaction strategy, inviting customers to co-create content and share experiences online, while also organizing offline activities such as cooking challenges and family interactions to enhance brand connection [2]. Group 4: Service and Digitalization - Haier has adopted a "5S service model" in Southeast Asia, replicating its domestic standards to address customer service concerns, achieving a 99% customer satisfaction rate. The company has also upgraded its processes digitally, ensuring a seamless experience for users throughout the entire purchasing journey [2]. - During the "99 Super Sale," the e-commerce customer service response rate was 100%, with over one million inquiries handled [2].