海爾首發(fā)：領(lǐng)跑東南亞嵌入式冰箱市場

Haier Refrigerator: Leading the Southeast Asian Home Appliance Market Haier Refrigerator: Leading the Southeast Asian Home Appliance Market

In the Southeast Asian home appliance market, Haier refrigerator has achieved comprehensive leadership through localization and product innovation, holding the top sales share in the region. In Thailand, its online share is at the top of the market, with the fastest growth rate. In Vietnam, the cumulative sales share and growth rate are both number one in the market.

On the foundation of consolidating its market share, Haier refrigerator is accelerating its transformation towards value leadership, occupying the market with high-end products. This key move targets the core trend of consumption upgrading in Southeast Asia. With the continuous economic growth and the improvement of residents' living standards, the demand for home appliances in Southeast Asia is shifting from "functional practicality" to "high-quality", with home aesthetics and spatial integration becoming the demands of high-end consumption. According to QYResearch data, the compound annual growth rate of the fully integrated refrigerator market in Southeast Asia from 2025 to 2031 will reach 10.69%, making it the fastest-growing region in the world.

Perceiving and leading this trend, Haier Smart Home held a launch event in Bangkok, Thailand, on August 12th at a core commercial landmark, introducing the SpaceFit series of embedded refrigerators to the mid-to-high-end consumer groups in Southeast Asia for the first time, systematically introducing the concept of "home aesthetics" into the region. Previously, home appliances in Southeast Asia were mostly in disassembled form, with little attention to integrated design between appliances and home. However, the Haier SpaceFit series of refrigerators achieve a 594mm ultra-thin zero-embedding, seamlessly integrating with cabinets, optimizing space utilization and enhancing the visual unity and harmony of the home, creating and leading the new trend of high-end embedded appliances in the local market.

The launch event gathered industry experts, mainstream media, and channel clients, among others. The high-end and minimalist appearance and revolutionary design of the SpaceFit series refrigerators were unanimously recognized by the guests. Many guests took photos with the refrigerators to record this new home aesthetics experience. A fashion home industry professional said, "I want to transform the corner of my refrigerator at home to make the kitchen more coordinated."

In addition to the embedded advantages, the Haier SpaceFit series refrigerators deeply match the needs of high-end life scenarios: optimized ice-making function to meet the strong demand for ice drinks in Southeast Asia, supporting advance ice-making reservation to ensure users can enjoy ice drinks at any time. The open cold drink space enhances storage flexibility. Constant temperature freezing and preservation and 99.9999% sterilization rate ensure the freshness of storage. The door can be opened to the outside of the cabinet and can be suspended arbitrarily, making it convenient to use.

The launch of the SpaceFit series is another milestone for Haier refrigerator in deepening its presence in the Southeast Asian market and implementing a localization strategy. Haier refrigerator always takes user needs as the core and continues to iterate fresh storage solutions. In Thailand, a 520-liter T-door refrigerator was launched to meet the fresh storage needs of large families. In Vietnam, the TM700 series is tailored to the local dietary structure with fine-grained storage. At the same time, Haier Smart Home continues to increase its localization manufacturing layout. This year, the Thai factory welcomed the 12 millionth refrigerator off the production line, and the Cikarang factory in Indonesia completed the 10 millionth home appliance off the production line, providing solid production capacity support for the high-end transformation.

The launch of the SpaceFit series is not only a product iteration of Haier refrigerator but also marks its strategic upgrade from "market share capture" to "value definition". With the continuous change of consumption trends, Haier refrigerator will continue to lead the high-end lifestyle in Southeast Asia with technological innovation and localization practices, consolidate its leading position in the market, and improve profitability.

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