Since the second half of the year, CHiQ has been expanding both its product portfolio and service capabilities in Malaysia, gaining increased attention from distributors.
In late August, CHiQ Malaysia, together with its exclusive distributor TP Audio, held a series of air conditioner training sessions and new product launch events in Taiping, Kota Bharu, Kuala Lumpur, and Kota Kinabalu.
The event, which attracted over 600 attendees including distributors, technicians, and industry partners, showcased CHiQ's future vision and previewed several upcoming air-conditioner product lines.
The 2024 results provide a significant confidence boost for CHiQ, a relative newcomer to the Malaysian market, demonstrating solid progress to local distributors. In fact, CHiQ’s sales in Malaysia grew by more than 100% year-on-year in 2024.
This growth momentum underscores the alignment between strong distributor confidence and CHiQ's market performance. Behind the 2025 product launches lies a strategy that places service at the core, paving a path of long-termism and mutual success.
This article focuses on CHiQ’s service strategy and explores how “service capability” is empowering distributors and service partners.
Service Penetration — Driving Market Depth
When CHiQ entered Malaysia in 2023, brand awareness was almost zero.
“As a new entrant in the local market, we knew we had to rely on differentiation,” said Mr. Pu Zonghui, General Manager of CHiQ Malaysia. “By emphasizing product strength and service capability, we make up for entering the market late. Our principle is not to compete with distributors for retail share but to encourage them to open online stores, and we aim to meet their needs with products, services, and execution.”
The air-conditioning training and new product roadshows held across Malaysia exemplify this service-first approach.
At the event, Xu Jianfei, Head of International Air Conditioner Brand Management, highlighted CHiQ’s global manufacturing strength, technological expertise, and brand achievements, underscoring the company’s commitment to deeper service integration.
Meanwhile, Li Yong, Technical Support Manager for the International Air Conditioner Division, conducted live unit demonstrations, dismantling models to explain common fault codes and solutions. Attendees were invited to practice hands-on, ensuring that technical knowledge could be applied immediately and boosting confidence among service teams.
Unlike many competitors that focus primarily on product showcases, CHiQ gives equal emphasis to both its products and supporting services during launch events.
In a market with limited growth potential, a service-led approach is key to tapping into existing customer needs.
As Philip Kotler, the father of modern marketing, once said: the future of competition lies in service quality and customer relationships. Companies cannot rely on products alone; they must use service to secure loyalty, repeat purchases, and word of mouth.
CHiQ's strategy demonstrates a strong understanding of distributor and service provider needs.In an industry where product technologies are highly homogenized, service becomes the key differentiator. By training distributors and service partners, CHiQ not only meets their demands but also aligns with consumer expectations, demonstrating strong market insight.
Strengthening ties with distributors and consumers through service has become CHiQ’s unique differentiator in Malaysia. By empowering partners with training and technical support, CHiQ enhances their competitiveness while building a durable competitive advantage through service.
Channel Expansion — Driving Market Breadth
If service has given CHiQ depth in Malaysia, channel penetration has given it breadth.
The foundation of training and technical support is CHiQ’s continuous expansion of offline service networks across Malaysia, which strengthens its overall service reach.
By the end of 2024, CHiQ had established close partnerships with about 200 distributors. These networks ensure that CHiQ products can quickly reach consumers in various market tiers.
Behind this rapid expansion is CHiQ’s robust supply chain. With reliable supply capabilities, CHiQ has never faced stockouts during peak sales seasons, safeguarding distributor profitability, boosting confidence, and reinforcing its image as a dependable brand.
“Channel penetration is about acquiring new users,” said Louis Wong, General Manager of TP Audio. “A broad distributor network reduces the time it takes for consumers to learn about CHiQ, improving both brand influence and sales.”
Brand Penetration — Building Brand Depth
Although CHiQ is still a “newcomer” in Malaysia, it has moved quickly to build brand depth.
In a country where 83.1% of the population is active on social media, CHiQ has embraced platforms such as Instagram, Facebook, and TikTok. Partnering with influential local media figures and key opinion leaders (KOLs), CHiQ has amplified its brand story through frequent and youth-oriented content.
One distributor confirmed: “In 2024, our monthly sales of CHiQ air conditioners and TVs consistently increased, thanks to the strong response from young consumers on social media.”
CHiQ’s brand presence in Malaysia continues to grow—not just because of its choice of platforms but because of its brand storytelling. By resonating with local consumers through cultural narratives, CHiQ has created an emotional connection that enhances recognition and trust.
By prioritizing long-term growth over short-term gains, CHiQ is steadily strengthening its brand depth—an essential determinant of future success.
In Malaysia, CHiQ may be a latecomer, but it is positioning itself as a long-term player.