从全球市场来看，这一创新实践，与海尔智慧家庭全球普及落地同频共振。未来，海尔冷柜将继续以用 户为中心，深耕家庭冷链场景创新，为全球用户创造更高价值的储鲜生活体验。 随着用户对美好生活追求的不断升级，海尔冷柜持续深耕用户场景体验。其通过AI与多项行业首创制 冷科技，将卧式柜、立式柜、冰吧、酒柜等全产品组合构建起一站式、全流程的家庭冷链(保鲜)解决方 案，为全球用户带来智慧家庭储鲜的全新体验。在海尔冷柜家庭冷链场景下，无论是果蔬的水润保湿存 储、海鲜的深冻原生锁鲜、红酒的恒温恒湿陈放、还是珍品的独立恒温养护都能得到全方位满足。 1月8日，世界权威调研机构欧睿国际数据显示，2025年海尔冷柜以20.4%的市场份额，稳居全球品牌零 售量第一，这也是其第15次蝉联全球第一。 这一成绩背后，不仅印证了海尔冷柜在全球制冷领域的深厚技术积淀与市场认可度，更彰显了海尔智慧 家庭战略方向的前瞻性。 ...

Core Insights - Haier has maintained its position as the world's largest home appliance brand by retail volume for 17 consecutive years, with significant growth in market share from 6.3% to 12.1% since 2009, demonstrating strong resilience and stability [1] - The company's growth is attributed to its smart home strategy, transitioning from merely selling appliances to providing a platform service ecosystem that enhances user experience through software-defined scenarios [1] Group 1: Performance and Strategy - Haier's global market share has seen a consistent increase, achieving five consecutive years of growth [1] - The "126" strategy focuses on user-centric innovation, establishing a smart home channel, two major platforms for customer engagement, and six core capabilities including globalization and digitalization [3][4] Group 2: Globalization and High-End Positioning - Haier's globalization involves enhancing capabilities across sales, marketing, service, logistics, procurement, R&D, and manufacturing, with successful product iterations tailored to local markets [4] - The high-end strategy is exemplified by successful product launches, such as the "Lazy Three-Tub Washing Machine," which achieved over 1 million units sold in three quarters [6] Group 3: Digitalization and Smart Technology - Haier aims for "extreme efficiency" through full-process digital transformation, improving operational efficiency and customer satisfaction with 80% of products delivered directly to users [6] - The company is advancing from product intelligence to scenario intelligence, integrating AI capabilities into home appliances for enhanced user interaction [7] Group 4: Ecosystem and Sustainability - Haier's smart home ecosystem connects over 66 million resources, providing comprehensive services across various life scenarios, including a new "people-car-home" ecosystem [9] - The company is committed to ESG principles, with initiatives aimed at achieving carbon neutrality by 2050 and offering energy-efficient products that exceed current standards [9]

Core Insights - The domestic freezer market is experiencing increased brand concentration, with Haier Freezer leading both offline (54.7%) and online (40.1%) market shares, reflecting comprehensive channel coverage and strong brand recognition [1][2] - Consumer expectations for health preservation, smart control, and convenience are rising due to changes in family structure and improved living standards, driving innovation and digital collaboration as key strategies for Haier Freezer [1] - Full-process digitization is crucial for optimizing operational efficiency, with Haier Smart Home's digital strategy significantly enhancing supply chain responsiveness and improving service quality for consumers [1] - Product innovation is closely linked to market performance, with Haier Freezer achieving breakthroughs in key indicators such as ingredient preservation cycles and freezing efficiency through proprietary technologies [1] - The upcoming Double 11 shopping season presents a growth opportunity for the freezer market, with Haier Freezer expected to further consolidate its leading position and continue to guide market development [2]

Core Insights - The acceleration of intelligent transformation in the home appliance manufacturing industry highlights the increasing role of artificial intelligence in enhancing productivity and quality [1][2] - Haier's refrigerator production line has achieved a significant efficiency breakthrough, producing one refrigerator every 15 seconds, with a year-on-year productivity increase of 20% [1] - The factory's transformation into a "smart system" allows for real-time monitoring and dynamic adjustment of production processes, leading to historical production capacity highs since its inception [1] Production Efficiency and Quality - The introduction of AI visual inspection technology has upgraded the quality control system, replacing traditional manual inspection with automated recognition and judgment of product appearance and assembly [1] - The dual advantages of improved production efficiency and product quality have enabled Haier refrigerators to maintain a leading position in the market, achieving a market share of 54.7% offline and 40.1% online, making it the industry leader in both channels according to GfK data for Q3 [1] Flexible Production Model - Haier's intelligent factory transformation goes beyond mere hardware upgrades, achieving a flexible production model that can quickly adapt to market demand changes [2] - The factory's agile production capabilities allow for rapid adjustments in production plans, modular product design, process optimization, and innovation in product appearance [2] - Future development plans for Haier refrigerators include ongoing advancements in smart manufacturing and green factory initiatives to further enhance production efficiency and product quality [2]

Core Insights - The 138th China Import and Export Fair (Canton Fair) opened on October 15, serving as a barometer for China's foreign trade and a platform for showcasing corporate strength [1] - Haier's refrigeration products attracted global attention, demonstrating advanced technology and customized solutions for food preservation [1][2] - Haier has maintained its position as the global leader in refrigeration for 14 consecutive years, serving over 1 billion users worldwide, with more than 60% of Chinese households using its products [1] Company Highlights - Haier's refrigeration solutions address common storage issues such as frost and air-drying, enhancing the taste, flavor, and nutrition of food [1] - The company employs an open innovation system to quickly respond to diverse market demands, exemplified by tailored products for specific regions, such as a durian freezing solution in Malaysia and a 150-hour non-thawing freezer in Nigeria [1] Industry Trends - The global refrigeration market is experiencing intensified competition, with simultaneous technological advancements and evolving consumer demands for functionality, energy efficiency, and preservation capabilities [2] - The Canton Fair provides Haier with an opportunity to enhance its global brand influence and accelerate its export strategy, showcasing the innovative capabilities of Chinese enterprises [2]

Core Insights - Haier's refrigerator holds a 34.7% retail market share in Malaysia, making it the leading brand in the country known for its durians, with one in three households choosing Haier [1] Group 1: Market Position - Haier's strong market performance is attributed to its high-end branding and localized innovative products that meet local consumer needs [1] - The company has launched a specialized freezing solution for durians, featuring rapid freezing technology and customized storage options to cater to Malaysian preferences [1] Group 2: Digital Transformation - Haier is enhancing operational efficiency through a multi-dimensional digital transformation, improving logistics, service, marketing, and information management [2] - The logistics system automatically assigns orders and provides real-time delivery status, significantly increasing efficiency and transparency [2] - Haier's service network includes over 1,400 sales points and 55 flagship stores, aiming to expand to 75 brand stores in Malaysia, ensuring 24/7 service coverage [2] - The marketing strategy includes localized activities such as durian season promotions and sponsorship of badminton events to enhance brand affinity and conversion rates [2] - Information management has been digitized to reduce errors and improve efficiency, replacing traditional manual processes with digital tools [2]

Core Insights - The global refrigeration market is experiencing intensified competition, with technological advancements and upgraded consumer demands for functionality, energy efficiency, and preservation [1] - Haier has emerged as a leader in the refrigeration sector, maintaining the top position in global brand retail volume for freezers for 14 consecutive years and for wine cabinets for 15 years, holding a market share of 24.1% [1] Market Performance - Haier's freezer market share is particularly strong in emerging markets, with Thailand at 30%, Malaysia at 34.7%, Pakistan exceeding 62%, Nigeria at 35%, and Congo-Brazzaville at 30% [1] - In developed markets, Haier and AQUA brands together hold a 41% share in Japan, while Haier's wine cabinets perform exceptionally well in the European high-end market, ranking first in Italy and France [1] Competitive Advantages - Haier's leadership in freezers and wine cabinets is attributed to three key areas of deep synergy [1] - Technological breakthroughs address industry pain points, such as the -60℃ rapid freezing technology for freezers and precise temperature control for wine cabinets, ensuring optimal storage conditions [1] Localization Strategy - Haier's localized approach enhances its competitive edge, with manufacturing centers in Southeast Asia, South Asia, and Africa, leveraging a global open innovation system to quickly respond to diverse consumer needs [2] - Specific product adaptations, such as a durian freezing solution in Malaysia and a 150-hour non-thawing freezer in Nigeria, demonstrate Haier's ability to match local consumption scenarios [2] Marketing Strategies - Scene-based marketing effectively drives market growth by integrating local cultural elements, resulting in increased brand visibility and market share [2] - For instance, during the Eid al-Adha festival in Pakistan, a combination of online and offline marketing led to a 30% increase in sales, while the durian season in Malaysia saw Haier's freezers capture over 64% market share in a major appliance chain [2] Export Potential - According to the China Electromechanical Products Import and Export Chamber, freezer exports are projected to reach 13.7 million units in the first half of 2025, reflecting a year-on-year growth of 5.8%, indicating ongoing global market potential [2] - Haier's global collaboration capabilities and localized responsiveness are expected to be crucial in adapting to market changes [2]

Core Insights - The Japanese home appliance industry, once a global leader, is experiencing slow growth due to structural factors such as a declining population and market saturation, prompting brands to shift focus from B2C to B2B markets [1] - Haier Smart Home has established a leading position in Japan through localization and technological innovation, with significant market share in both the Haier and AQUA brands [1] - The recent B2B collaboration between AQUA and the new shared corporate dormitory "TRIAL HOUSE 'TAMESU'" exemplifies Haier's ability to adapt to local lifestyles and provide tailored solutions [2] - Haier's B2B strategy not only creates value for users but also opens new growth avenues, serving as a model for the home appliance industry to transition from product suppliers to service providers focused on scene-based needs [3] Group 1 - The Japanese home appliance market is facing challenges due to population decline and saturation, leading to a shift towards B2B opportunities [1] - Haier Smart Home has built a strong presence in Japan, leading in market share and high-end product growth [1] - The B2B partnership with "TRIAL HOUSE 'TAMESU'" highlights Haier's understanding of local lifestyle needs and its capability to deliver comprehensive solutions [2] Group 2 - Haier's B2B initiatives are creating scene-based value for users and expanding its growth potential [3] - The company's approach serves as a blueprint for the home appliance sector to innovate and adapt in a stagnant market [3]

Core Insights - Emerging markets are increasingly important for home appliance companies, with Malaysia being a key player in the ASEAN economic circle due to its population of 33 million and an average GDP growth rate exceeding 4% [1] - The home appliance market in Malaysia has long been dominated by Japanese and Korean brands since the 1970s, but this stable market structure is now experiencing structural changes [1] - Chinese brands, particularly Haier Smart Home, are capitalizing on the deepening economic cooperation between China and ASEAN, benefiting from reduced tariffs and collaborative industrial chains [1][2] Market Dynamics - Malaysia's tropical climate presents specific market challenges, such as the growth of mold in air conditioning units, which affects user experience and poses health risks [1] - Haier Smart Home has responded to local needs by offering differentiated products, such as UV smart air conditioners that address mold issues and freezers with features like refrigeration and freezing conversion [2] Competitive Position - Haier Smart Home has gradually increased its market share in Malaysia, particularly in the freezer and air conditioning segments, with GfK data indicating a market share of over 40% for freezers and a year-on-year increase to 16.7% for air conditioners by Q1 2025 [1][2] - The company's success in Malaysia serves as a case study for Chinese home appliance brands, demonstrating how technological innovation and deep localization can help break traditional market structures and compete in the global high-end market [2]

Core Insights - Emerging markets are increasingly important for home appliance companies, with Malaysia being a key player in the ASEAN economic zone, boasting a population of 33 million and an average GDP growth rate exceeding 4% [1] - The home appliance market in Malaysia has long been dominated by Japanese and Korean brands since the 1970s, but this stable market structure is now experiencing structural changes due to deepening China-ASEAN economic cooperation [1] - Local climate conditions in Malaysia create specific market pain points, such as mold growth in air conditioning units, which impacts user experience and poses health risks [1] Company Performance - Haier Smart Home has successfully expanded its market share in Malaysia, particularly in the refrigerator and air conditioning segments, with GfK data indicating that Haier's refrigerator market share exceeded 40% in mainstream channels by Q1 2025, ranking first [1] - The air conditioning market share for Haier increased to 16.7%, also placing it at the top of the market [1] - The success of Haier in Malaysia is attributed to a deep understanding of the market, with over 1,400 sales outlets and 55 flagship stores targeting specific segments such as the Chinese community and local families [2] Product Innovation - Haier's UV smart air conditioning units address the local humid climate by preventing mold growth, while their refrigerators feature functions like refrigeration and freezing conversion and smart temperature control, making them popular among supermarkets and hotels [2] - The case of Haier in Malaysia exemplifies how Chinese home appliance brands can leverage technological innovation and localized operations to break through traditional market structures, providing a strong reference for competing in the global high-end market [2]