近日，海尔智家（600690）旗下Candy品牌推出的三筒洗衣机在意大利正式上市。这款产品定价超千欧 元，价格指数高达250+。凭借高端定位与差异化优势，产品未售先火，正式开售前便已收获上百单预 订，开售当日官网浏览量较前日激增115%。随后，该产品在法国、西班牙启动预售，同样斩获大量订 单，成功填补了欧洲市场的空白。 读懂用户需求，才能造出爆款 一张全球研发网，撑起"一个产品卖全球" 能让一款产品适配多国市场、持续引发热销，背后更离不开海尔全球化研发体系的强力支撑。为精准捕 捉全球用户需求、推动技术创新落地，海尔在全球布局十大研发中心和71个研究院，汇聚超2万名研发 工程师，通过全球创新平台HOPE实现各区域技术人员的协同创新，正是这样的全球化研发实力，确保 了创新产品从概念到现实的顺利落地，为"一个产品卖全球"提供了核心支撑。 从中国走向东南亚、欧洲，海尔三筒洗衣机的全球化之路，是用户导向创新与全球研发实力的共同成 果。它不仅重塑了高端洗护的市场格局，也印证了中国品牌以技术创新赢得高端市场的可能。这条路也 说明：真正的全球领先，不靠低价，而靠创造价值。 海尔三筒洗衣机的成功并非偶然，产品力是征服欧洲消费者 ...

高端市场的突破并非依赖单一产品实现。此次快闪活动上展出的L+、中子等产品，同样是海尔洗衣机 高端化创新成果。L+洗衣机搭载AI一站式专业热泵洗烘，607mm大筒径攻克大件衣物洗烘难题。中子 洗衣机则采用1.5米黄金高度一体化设计，并通过"空气洗"技术为娇贵面料提供专业级护理。系统性的 高端产品梯队精准覆盖用户需求，成为海尔洗衣机高端份额增长的核心支撑。 依托高端化创新和全球化布局，海尔洗衣机在马来西亚和东南亚市场成绩显著。数据显示，2025年东南 亚洗衣机行业增速仅4.6%，而海尔洗衣机在东南亚增速高达34%。今年1月-10月，海尔马来西亚洗衣机 零售增幅达31%，领跑行业，份额和中高端占比持续提升。在东南亚其他核心市场泰国和菲律宾，增速 分别高达80%、50%。在越南，海尔和AQUA双品牌年累份额第一。随着三筒洗衣机的推出，海尔洗衣 机将进一步巩固在马来西亚及东南亚市场的竞争优势，推动增长持续加速。 产品采用一机三筒一体化设计，实现内衣、外衣、母婴衣物的专属分区清洁，在解决混洗卫生隐患的同 时，将洗涤效率提升约50%，满足用户高效健康洗护需求。此外，留香洗、精华洗等特色功能，精准适 配了马来西亚消费偏好。活 ...

12月17日，海尔智家（600690）第七届全球粉丝节在马来西亚正式启幕，这场连接全球粉丝的品牌盛 典，打造了为期五天的沉浸式快闪体验空间。作为本次活动的核心亮点，海尔三筒洗衣机惊艳亮相，并 计划于明年1月全面上市，这也是海尔继越南、意大利之后，在分区洗护赛道的又一关键布局。 三筒洗衣机亮相马来西亚，填补了分区洗护空白 本次活动特别面向足球爱好者、运动达人及海尔粉丝群体，现场不仅设置了产品演示区、互动课堂等特 色板块，还有羽毛球、足球、网球等趣味迷你运动体验项目，让参与者在亲身互动中感受"冠军精神"。 消费者既能零距离触摸、体验海尔前沿科技，还可兑换限量版利物浦足球俱乐部球衣，现场热度持续攀 升。 作为现场的"流量担当"，海尔三筒洗衣机的登场精准击中了东南亚市场的消费痛点。当前，该区域正经 历深刻的结构性消费变革：35岁以下群体占比超六成，年轻一代主导的"品质生活"需求持续升级，尤其 在洗护领域，随着多人口家庭与母婴家庭增多，"分区洗护"已成为刚需，但市场上这类产品极为稀缺。 海尔三筒洗衣机的亮相，恰好填补了这一空白：其独创的一机三筒独立架构，可实现外衣、内衣与母婴 衣物的物理隔离洗护，从源头杜绝混洗带来的交 ...

随着国内健康与精细化洗护理念普及，三筒洗衣机迅速崛起为家电行业的热门赛道。自海尔率先推出行 业首创的一机三筒洗衣机并引爆市场后，各大品牌纷纷跟进，围绕容量、功能等展开激烈竞争，国内三 筒市场已步入白热化鏖战阶段。 与国内激烈竞争形成鲜明对比的是，海外多数地区的分区洗护市场仍处于空白。海尔敏锐捕捉到这一机 遇，率先启动三筒洗衣机海外布局，继登陆越南、意大利后，海尔三筒洗衣机海外再下一城，即将登陆 马来西亚，持续填补全球分区洗护领域的空白。 品类破局：打破传统，解决全球洗护痛点 双线领跑：硬核产品力与全球化战略的协同效应 海尔能够实现"国内登顶、海外受捧"，源于产品硬实力与全球化战略的高效协同。 产品层面，海尔的创新始终围绕用户需求展开。比如针对东南亚潮湿气候与多代同堂家庭，在大容量的 基础上增加精华洗与留香洗功能，契合用户洗护需求;在欧洲市场，聚焦节能与智慧洗护，优化AI智慧 洗护;在中东非地区，则专门开发超大筒径以适配传统袍服洗涤。 战略层面，海尔强大的全球化体系为三筒洗衣机的全球落地提供了坚实支撑。依托全球10大研发中心、 163个制造中心及完善的营销网络，海尔实现了"全球研发+本土适配"的高效联动，为三筒 ...

Core Insights - The differentiated approach of Haier's three-tub washing machine has led to its market leadership in China and successful overseas expansion, filling market gaps in Southeast Asia [1][5][7] Group 1: Market Trends - The multi-tub washing machine market is rapidly growing due to increasing consumer awareness of health and categorized washing, with online penetration rates for multi-tub products rising from 3.2% to 9.5% between March and May 2025 [3] - The search volume for "underwear-specific washing machines" on Tmall increased by 370% year-on-year in 2024, indicating a shift from niche to mainstream demand for categorized washing [3] Group 2: Product Innovation - Haier's three-tub washing machine features a unique one-machine three-tub integrated design that addresses the common pain points of washing outerwear, underwear, and baby clothes separately, achieving true "categorized washing" [3] - The three-tub washing machine can save 50% of washing time, significantly enhancing efficiency, and has sold over 300,000 units domestically, securing the top position in its category [3] Group 3: International Expansion - Following its domestic success, Haier has initiated overseas expansion, launching its three-tub washing machine in Southeast Asia, with a new TV commercial emphasizing its core values of "healthy categorization and time efficiency" [5] - The product will be showcased at a pop-up event in Malaysia from December 17-21, 2023, and is set for official launch in January 2026 [5] - Haier has already established a presence in Vietnam and Italy, gaining recognition from major media outlets, indicating strong competitiveness in mature markets [5] Group 4: Global Strategy - Haier's success in overseas markets is attributed to its long-term global strategy focused on localization, adapting products to meet regional needs rather than simply exporting the same model [7] - The company enhances its product offerings by incorporating features tailored to local climates and consumer preferences, such as adding fragrance functions for Vietnam and energy-efficient programs for Europe [7] - Haier's robust global supply chain and partnerships with local distributors facilitate rapid market entry and effective marketing strategies [7]

Core Insights - Haier's three-tub washing machine has rapidly gained popularity in global markets, particularly in Vietnam, where it achieved significant online engagement and sales since its launch in mid-October [1][2] - The product's success is attributed to Haier's understanding of the global demand for health-oriented laundry solutions, offering a unique "partitioned washing" approach that addresses common laundry issues [1][2] Market Performance - The three-tub washing machine has generated over 32 million exposure views during its launch event and has seen a continuous increase in online pre-orders [1] - In China, the product has sold over 300,000 units, maintaining the top position in its category [1] - In Europe, the washing machine received positive recognition, with orders secured during its debut at the IFA in Germany and acclaim from major publications in Italy [1] Product Innovation - The washing machine features a unique design of "one large tub and two small tubs," allowing for physical separation of different types of laundry, which prevents cross-contamination and color bleeding [2] - It offers significant time savings, reducing washing time by 50% while addressing regional needs with specific technologies tailored for Southeast Asia and Europe [2] Technological Advancements - Key innovations include AI dynamic balancing technology, which minimizes vibration during operation, ensuring a quiet and stable performance [3] - Haier's extensive global R&D network, comprising 10 research centers and over 20,000 engineers, supports the development of such innovative products [3] Future Expansion - Haier plans to expand the three-tub washing machine's presence in markets such as Malaysia, Thailand, Indonesia, France, Spain, the UK, and the Middle East, aiming to lead the global transition to partitioned washing solutions [4]

Core Insights - Haier washing machines are focusing on high-end market expansion and have successfully launched the Neutron washing machine in the Czech market, achieving significant sales and market recognition [1][2] - The Neutron washing machine features innovative design and user-centric functionalities, including seamless washing and drying integration, a slim embedded structure, and advanced user interface with a TFT touchscreen [1] - Haier's commitment to energy efficiency is evident with the Neutron washing machine achieving A-40% energy consumption rating, surpassing similar products and aligning with European market demands for sustainability [1] Product Innovation - Haier is advancing localized innovation in its product matrix, introducing unique offerings such as the three-tub washing machine and the X11 series with A-70% energy efficiency [2] - The company has established a leading market share in washing and drying integrated machines and ultra-thin categories in the Czech Republic [2] - Overall, Haier washing machines have become the top-selling Chinese brand in Europe, with strong performance in multiple countries including Poland, the UK, Italy, and Spain [2] Market Strategy - The successful launch of the Neutron washing machine reflects Haier's ability to meet high-end user demands through systematic innovation and localized operations [2] - Haier plans to continue leveraging its global presence and local insights to strengthen its competitive position in the European high-end washing and care market [2]

Core Insights - Haier Vietnam launched its new three-tub washing machine in Ho Chi Minh City, marking its entry as the first Chinese three-tub washing machine brand in the Southeast Asian market [1] - The launch event attracted over 2,000 consumers and 30 industry KOLs and media representatives, showcasing Haier's leading position in the segmented washing care sector [1][2] - The innovative design of the three-tub washing machine addresses local consumer needs for health and convenience, featuring a "12kg large tub + dual 1kg small tubs" configuration to prevent cross-contamination [2] Product Features - The three-tub washing machine operates with three independent water sources, allowing for simultaneous washing of different types of clothing, such as innerwear, outerwear, and baby clothes [2] - It includes a one-button quick cleaning function, enhancing the efficiency of the washing process [2] - The product's design and functionality have already garnered positive feedback from users, with a notable increase in offline purchases following online interest [2] Market Strategy - The launch is part of Haier's strategic expansion into the high-end market in Vietnam, supported by a dual-brand strategy with AQUA [2] - From January to September, AQUA washing machines experienced a growth rate of 16.9%, maintaining the top market share in the industry [2] - The three-tub washing machine will also be introduced in other Southeast Asian markets, including Malaysia, Thailand, and Indonesia, aiming to elevate the laundry experience for families in the region [3]

Core Insights - Haier's three-tub washing machine was launched in Milan, Italy, marking its entry into the European market and filling a gap in local offerings [1] - The product has garnered significant attention from mainstream Italian media, indicating Haier's evolution from a mere appliance supplier to an integral part of daily life in Italy and beyond [1] - The successful launch is a key move in Haier's global strategy, with plans to expand into other European markets such as France, Spain, Poland, and the UK [2] Group 1 - The three-tub washing machine features a unique design of "10kg large tub + dual 1kg small tubs," allowing for separate washing of different types of clothing, addressing hygiene concerns associated with mixed washing [2] - The product includes advanced features such as UV sterilization and a 95°C high-temperature wash, providing tailored cleaning solutions for various fabrics [2] - Haier's washing machines currently lead in both sales volume and revenue among Chinese companies in Europe, achieving the highest market share and growth rate in Italy [2] Group 2 - The product's design has been praised by high-end publications like Vanity Fair, highlighting its ability to transform user desires into reality and enhance user experience [2] - The coverage in major Italian media, including the authoritative newspaper "Corriere della Sera," reflects the recognition of Chinese high-end manufacturing capabilities [1] - The successful debut of the three-tub washing machine is expected to further solidify Haier's market position and open new growth avenues [2]

Core Insights - Haier Smart Home officially launched its three-tub washing machine in the European market during an event in Milan, marking a significant milestone for the Candy brand's 80th anniversary [1][2] - The three-tub washing machine addresses the growing demand for health and quality in household laundry, filling a long-standing gap in the European market for this product category [1][2] Product Features - The washing machine features an integrated design of "10KG large tub + dual 1KG small tubs," allowing for independent operation of three water routes, which enables precise separation of different types of laundry [1] - It offers significant time savings, reducing wash time by approximately 50% while ensuring effective prevention of cross-contamination [1][2] - Advanced features include UV sterilization and a 95°C high-temperature wash function, along with AI technology for automatic and precise detergent dispensing [2] Market Performance - The product previously gained significant attention at the IFA in Germany, securing over one million orders and achieving more than 72 million online exposures [2] - The three-tub washing machine will be launched in multiple European countries, including Poland, Czech Republic, France, UK, and Spain [2] - Haier's washing machines currently lead in sales volume and revenue among Chinese companies in overseas markets, with the brand holding the top market share and growth rate in Italy [2]