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]

近日，海尔智家旗下AQUA与新型共享企业宿舍"TRIAL HOUSE 'TAMESU'"达成深度B2B合作，成为其 拓展B端市场的又一标志性案例。该共享企业宿舍定位为"新型生活方式实验性社区"，对家居场景的适 配性、功能实用性提出了极高要求。AQUA为其量身打造全场景解决方案：四门冰箱以大容量冷冻室和 简约设计，适配家庭场景。90L单门冰箱通过紧凑设计与静音功能，适配小户型。屋顶种植区引入双门 冰箱，51L大容量抽屉式冷冻室搭配可放置烤箱的耐热托盘，匹配蔬果的储存与料理需求。用餐区则配 备了无绳充电吸尘器，人性化设计简化公共空间清洁流程。 此次合作，折射出海尔智家对日本本土化生活方式的精准把握以及场景解决方案的落地能力。事实上， 海尔智家的B端场景化解决方案已渗透至日本多元高端商业场景。此前，AQUA家用冰箱Delie系列与滚 筒洗干产品已成功入驻东京白马滑雪胜地的高端酒店。海尔冷柜也突破高端餐饮市场，与头部餐饮店达 成长期合作。同时，AQUA于今年启动对住宅设施行业的推广工作，持续拓宽B端业务边界。 日本家电产业曾领跑全球，近年来受国内人口持续减少以及市场饱和等结构性因素影响，行业增长趋于 平缓，C端市场天 ...

Group 1: Industry Overview - The air conditioning industry in Malaysia experienced a significant decline in consumer sentiment in Q1, with sales dropping compared to the same period last year due to lower temperatures, a tightening consumer market, rising electricity costs, and inventory pressure on distributors [1] - Many brands in the air conditioning sector saw a decrease in market share, highlighting the overall industry pressure [3] Group 2: Company Performance - Haier is one of the few brands in the air conditioning sector that maintained growth, with its market share increasing from 15.1% in Q1 2024 to 16.7% in Q1 2025 [3] - Haier's refrigerator sales revenue grew by 46% year-on-year in Q1, with multi-door and TM700 models showing the largest increases of 43% and 198%, respectively [3] - The success of Haier is attributed to its long-term strategic planning, product innovation, and user-oriented philosophy [3] Group 3: Product Strategy - Haier's high-end variable frequency product line has become a key driver of growth in Malaysia, reflecting the company's early commitment to high-end products [4] - The UV Color series air conditioners are designed to meet the needs of tropical climates, emphasizing antibacterial, dehumidifying, and energy-saving features [4] - Haier's focus on value-driven growth rather than price competition has led to the popularity of its high-end products [4] Group 4: Market Position in Freezer Segment - Haier holds over 40% market share in the freezer segment in Malaysia, maintaining a leading position in the industry [5] - The company's growth in the freezer market is supported by its channel strategy and product innovation, targeting specific user groups such as the Chinese community and small businesses [7] - Haier's product offerings in the freezer segment include high-end features like convertible refrigeration and smart temperature control, making them preferred choices in various market scenarios [7] Group 5: User Experience and Brand Value - Haier has a leading advantage in the field of user experience, which has been a significant factor in its growth despite market challenges [9] - The company has built trust in the Malaysian market through product quality, responsive service, and a comprehensive distribution network [10] - Haier's approach emphasizes "value creation" over "price-driven" strategies, demonstrating a replicable model for growth even in a declining market [10]