Core Insights - Southeast Asia, the Middle East, and Africa have become the main battlegrounds for Chinese home appliance companies' overseas expansion, with Southeast Asia showing an annual demand growth rate of 8.5%, significantly higher than the global average [1] - Haier Smart Home has notably accelerated its presence in Southeast Asia, achieving the highest total sales in major markets like Thailand, Vietnam, and Indonesia, with a market share of 14.3%, reflecting an 8.2% year-on-year increase [1] Market Performance - In Thailand, despite an overall decline in the white goods market, Haier achieved a 29% growth rate, rising from fourth to the top brand [1] - In Vietnam, Haier's washing machines held a 21.1% market share, while refrigerators achieved a 22.2% share, both ranking first in growth [1] - In Indonesia, even with a 5.9% decline in the white goods sector, Haier maintained a 12.3% market share, leading among Chinese brands [1] - In Malaysia, Haier's market share for freezers exceeded 40%, and air conditioning share increased to 16.7%, both securing the top position [1] Localization and Innovation - Haier's success is attributed to its localized innovations tailored to meet specific consumer needs in each market, such as the 520L T-door refrigerator for Thai consumers and the Color AI washing machine for high-end Vietnamese households [2] - The company has also optimized its retail digital transformation and channel strategies, leading to a 4 percentage point increase in market share in Thailand within six months [2] - The focus on high-end brands and a robust supply chain enhances Haier's ability to meet diverse consumer demands and strengthens its risk resilience [2] Strategic Outlook - The global home appliance industry is highly competitive, and Southeast Asia is a strategic area for Chinese companies to expand their overseas markets [2] - Chinese enterprises are transitioning from merely selling products and establishing factories to a higher level of "going global with the industrial chain," positioning themselves for collective growth [2]

Core Insights - The Thai white goods market is experiencing a downturn, with an overall decline of 8.3% from January to May 2025, while Haier's white goods segment has achieved a remarkable growth of 26%, outperforming the industry and competitors [1] - Haier's success in Thailand is attributed to its localized innovation, high-end product offerings, and collaborative supply chain strategies, which have allowed it to capture significant market share [2][3] Market Performance - The overall Thai white goods market is down by 8.3% in early 2025, while Haier's white goods have grown by 26% [1] - In the refrigerator segment, Haier achieved a 40% increase despite a 4.2% decline in the overall market [1] - Haier's washing machines saw a 72% growth, significantly outpacing the market's 5.8% increase [1] - The air conditioning market declined by 21.1%, yet Haier's air conditioning segment maintained a stable performance [1] Product Innovation - Haier has introduced a 520-liter T-door ice water refrigerator in Thailand, featuring Smart Ice technology, which caters to local preferences for ice [2] - The air conditioning units have been optimized for health, energy efficiency, and ease of installation, enhancing market competitiveness [2] High-End Market Strategy - Haier launched three high-end washing machine models in Bangkok, targeting the premium segment traditionally dominated by Japanese and Korean brands [3] - The company is actively engaging with local culture through events like international marathons and badminton championships to strengthen brand recognition [3] Supply Chain Development - Haier's Spring Valley air conditioning industrial park has begun trial production, with a planned capacity of 6 million units, covering a wide range of air conditioning products [3] - This facility is positioned as Haier's largest overseas air conditioning manufacturing base and the first 5G-connected factory in Southeast Asia, enhancing efficiency and supply chain reliability [3] Future Outlook - As Chinese brands continue to gain influence in Southeast Asia, the dominance of Japanese and Korean brands is expected to diminish, providing Haier with further growth opportunities [3]