KUCHING: In celebration of its 40th anniversary, Haier Malaysia announced its strategy, business direction and targets for 2025 as well as reviewed progress made in 2024 in Malaysia towards its ambition of being the leading appliance brand in the nation.
This announcement was made during the brand’s Southeast Asia Dealer Conference, held in Malaysia for the first time, signifying the country’s importance to Haier.
In its statement, it said that the event brought together 600 delegates from eight countries, who were feted to local cuisine, cultural performances and a sightseeing tour, contributing to Malaysia’s tourism and hospitality sector.
In reviewing its performance, it stated that Haier Malaysia announced that it achieved its projected 40 per cent overall growth for 2024 ahead of the holiday period.
“All the Haier product categories experienced robust growth, with air conditioners sales rising a spectacular 47 per cent year-on-year (YOY) followed by televisions (38 per cent), washing machines (37 per cent), and refrigerators (35 per cent).
“The brand has been actively engaging with dealers locally and also customers, obtaining feedback and providing home appliances that align with modern preferences as well as initiatives to reduce energy consumption.”
Building on this momentum, the brand has lined up several new models for Malaysia in 2025, headlined by room air conditioners.
“In addition, Haier has also set sights on extending its market position across multiple categories by introducing a wider range of models and variants to fit diverse customer needs.
“Haier is now the number 1 room air conditioner brand in Malaysia (GfK report, June 2024) and aims to become the absolute market leader for home appliances in the country.”
Haier Malaysia managing director Fan Jing noted that their strong performance in 2024 reaffirms Malaysia’s position as a core market for Haier, both regionally and globally.
It pointed out that its 2024 performance lays a strong foundation for them and the brand aims to sustain a high revenue growth of 30 per cent consistently over the next five years.
“We also aspire to improve our market leadership in the country with a market share exceeding 30 per cent by 2029. The decision to host our Southeast Asia Dealer Conference in Malaysia underscores the country’s growing importance within the Haier network. This milestone coincides with Haier’s 40th anniversary, making it a double celebration.
“It is an opportunity to showcase Malaysia’s unique charm to our regional partners while highlighting how our products seamlessly integrate into daily life, elevating comfort and convenience for customers.
“Malaysians’ savviness resonates with our desire to promote ‘More Creation, More Possibilities’ as we shape a world with infinite wonderful possibilities.
“We continuously listen to customers’ feedback, channeling the insights into research and development to produce top-notch products that align with modern needs and preferences,” he said.
Following this, the statement further stated that Haier Malaysia will be focussing on three core strategies in 2025.
According to it, the brand has identified strengthening high-end product offerings, differentiated marketing initiatives and deepening use of digitalisation as the enables to power their growth in the coming year.
“We are also planning to increase its brand shops to 75, up from the current 55,” it said.
During the event, Haier gave a glimpse of the new products that await Malaysians by previewing a comprehensive suite of home appliances to elevate domestic living.
These included refrigerators, freezers, washing machines, room air conditioners, commercial air conditioners, televisions, kitchen appliances and water heaters with the latest technology.
“All these products are designed with the ‘More Creation, More Possibilities’ philosophy to deliver superior quality and more convenience in improving customers’ lives. They will be made available to Malaysians in stages and prices will be revealed then.”
