Haier today 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 was made during the brand’s Southeast Asia Dealer Conference, held in Malaysia for the  first time, signifying the country’s importance to Haier. 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, Haier Malaysia announced that it achieved its projected 40%  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% year-on-year  (YOY) followed by televisions (38%), washing machines (37%) and refrigerators (35%). 

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, Haier 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 no.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 said, “Our strong performance in 2024 reaffirms  Malaysia’s position as a core market for Haier, both regionally and globally. The 2024  performance lays a strong foundation for us and we aim to sustain a high revenue growth of  30% consistently over the next five years. We also aspire to improve our market leadership in  the country with a market share exceeding 30% 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, channelling the insights into research and development to produce top-notch  products that align with modern needs and preferences,” Fan Jing added. 

Haier Malaysia also stated that it will be focussing on three core strategies in 2025. 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. 

Haier is also planning to increase its brand shops to 75, up from the current 55. 

The Haier regional conference was graced by the Prime Minister’s Political Secretary Chan  Ming Kai and Adviser to the Minister of Plantation and Commodities Adviser Dato’ Dr Tan Yew  Chong. 

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. 

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