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 ...

Core Insights - The high-end home appliance market in Southeast Asia, traditionally dominated by Korean brands, is witnessing a shift with Haier washing machines emerging as a strong competitor, particularly in Thailand's ultra-high-end segment priced over 60,000 THB [1] - Haier's L+ series has gained rapid popularity, appealing to high-net-worth individuals who prioritize quality and lifestyle compatibility in their purchases [1][2] Target Audience - Haier's high-end washing machines are primarily purchased by affluent families seeking quality living, elite individuals focused on aesthetics and functionality, and spacious villa households with diverse needs [1] - These consumers value not only the product's appearance and performance but also its alignment with their lifestyle, such as the L+ series' minimalist design and specialized fabric care programs [1][2] Product Innovation - Haier washing machines have achieved breakthroughs in design, functionality, and smart experience, deeply integrating with local living scenarios [2] - The L+ series features an embedded design that complements high-end home aesthetics, while the innovative "dual-tub integrated design" reduces stacking height by 20 cm, enhancing space efficiency [2] - Key technological advancements include a 607mm drum diameter for handling large items, smart dispensing systems, and AI-driven quick wash and dry capabilities, catering to the specific needs of Southeast Asian consumers [2] Localization Strategy - Haier's success in the Southeast Asian high-end market is supported by a robust localization strategy, including product customization based on regional climate and washing habits [3] - The company has established a comprehensive local team to provide end-to-end service, enhancing customer satisfaction and driving word-of-mouth referrals [3] - Haier's washing machines have achieved the fastest growth in the high-end segment in Southeast Asia, leading among Chinese brands in Europe and maintaining market leadership in Australia for 15 consecutive years [3]

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]