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. 

Kuala Lumpur, 27 September 2025 – Datuk Kenneth Vun has scored his first major recognition since taking the helm of XOX Bhd, with the company named Best MVNO at the PC.com Readers’ Choice Awards 2025.

The accolade, decided by nationwide consumer votes marks a milestone for Vun, who has driven XOX into a new phase of transformation since his appointment
earlier this year. Under his leadership, the group has unveiled its bold HELLO YELLOW rebranding, strengthened outreach to youth audiences, and accelerated its
transition from a traditional telco into a lifestyle-driven digital brand.

“This award affirms not only XOX’s standing in the competitive MVNO space, but also our commitment to redefine the company’s role in Malaysia’s digital economy,” said Vun. Industry observers note that the recognition reflects both XOX’s growing traction among consumers and Vun’s determination to steer the group through change, turning challenges into opportunities for growth.

Introducing REDMI Pad 2 Pro Series and REDMI Pad 2 Play Bundle, the ultimate large display REDMI tablet for pro-level entertainment

Xiaomi today introduced REDMI Pad 2 Pro Series, featuring REDMI Pad 2 Pro and REDMI Pad 2 Pro 5G. Catering to those seeking an immersive large-screen entertainment experience, the series brings movies and games to life with vivid visuals and smooth performance. Built for everyday entertainment, it combines an expansive display, massive battery, immersive sound, and versatile features that adapt effortlessly to everyday use. 

At the heart of REDMI Pad 2 Pro Series is a 12.1-inch ultra-large 2.5K display,¹ which draws viewers deeper into every scene. Dolby Vision® brings more accurate color for lifelike visuals, while an adaptive refresh rate of up to 120Hz keeps motion fluid whether streaming, gaming, or multitasking.² Featuring DC dimming and triple TÜV Rheinland certifications for Low Blue Light (Hardware Solution), Flicker-Free, and Circadian Friendly viewing, the display minimizes eye strain and stays comfortable during long viewing sessions. Rounding out the entertainment experience, REDMI Pad 2 Pro Series features a quad-speaker system with Dolby Atmos® and Hi-Res Audio to fill the room with rich, immersive sound. With a manual volume boost of up to 300%,3 audio stays clear even in noisy settings.

Designed to power through extended entertainment sessions, REDMI Pad 2 Pro Series is equipped with a massive 12000mAh (typ)  battery—one of Xiaomi's largest tablet batteries in the global market. When it's time to recharge, 33W fast charging quickly restores power,5 while 27W wired reverse charging allows it to double up as a portable power bank for other devices on the go.6 Powering this lasting performance is Snapdragon® 7s Gen 4 Mobile Platform, built on an efficient 4nm process,15 enabling optimized performance for demanding apps on a large screen.

Enhancing the overall experience, integrated Xiaomi interconnectivity8 powered by Xiaomi HyperOS7 delivers a seamless connection with other Xiaomi devices. REDMI Pad 2 Pro Series supports functions such as Call sync, Shared clipboard, Network sync, and Home screen+, which allows the tablet to access and operate phone apps and files directly. Users can also leverage Cross-device cameras for flexible video calls and multi-angle live streaming by linking cameras across devices. Further expanding its capabilities, REDMI Pad 2 Pro Series includes Google Gemini9 and Circle to Search with Google for enhanced assistance.10 Topping it all off, up to 2TB of expandable storage provides users ample space to store videos,11 documents, and creative projects, making REDMI Pad 2 Pro Series ready to deliver entertainment at your fingertips.

A range of thoughtfully designed accessories complements REDMI Pad 2 Pro Series.12 REDMI Smart Pen delivers precise, natural writing and sketching with 4096 pressure levels and millisecond-grade ultra-low latency.14 For comfortable typing, the full-sized REDMI Pad 2 Pro Keyboard offers a PC-level experience with spacious 16×16mm keys, 1.3mm key travel, and 19mm key pitch.4 It also includes a built-in stylus loop to keep the pen within easy reach. Meanwhile, REDMI Pad 2 Pro Cover protects the tablet while doubling as a convenient stand, complete with a built-in pen holder to keep essentials close at hand.

Redmi Pad 2 Play Bundle: Massive views, Massive fun

Introducing a fresh take on family-friendly entertainment and productivity, Xiaomi also debuted the REDMI Pad 2 Play Bundle, an all-in-one package designed to spark creativity and fun for kids, teens, and young-at-heart users. Whether it’s for school, streaming, or sketching, REDMI Pad 2 Play Bundle delivers a vibrant and value-packed offering tailored for playful learning, immersive entertainment, and everyday exploration. 

The REDMI Pad 2 Play Bundle comes with a metal unibody design13 with a large 11-inch 2.5K crystal-clear matte glass display and buttery-smooth 90Hz refresh rate16 that reduces glares and reflections by up to 97%4. While it offers a paper-like surface ideal for reading and drawing, the display is also perfect for bringing cartoons, games, and videos to life with crisp detail and vivid colour. To ensure minimal eye strain and lasting comfort during long viewing sessions, the tablet features DC dimming and triple TÜV Rheinland certifications for Low Blue Light (Software Solution), Flicker-Free, and Circadian Friendly viewing. 

Packed with a 9,000mAh (typ) battery and 18W fast charging along with Dolby Atmos® and Hi-Res Audio quad-speaker system, rest assured that playtime sessions will be more enjoyable and immersive for the whole family. Powered by the MediaTek Helio G100-Ultra and Xiaomi HyperOS 27, the REDMI Pad 2 Play Bundle combines performance, style, and family-friendly features in one complete package – perfect for play, study, and everything in between.

Price and availability

The REDMI Pad 2 Pro is available in Graphite Gray, Silver, and Lavender Purple with two variants: the 6GB+128GB model is priced at RM999 exclusively on Shopee from 25 September to 2 October, and RM1,099 across all online platforms starting 3 October; while the 8GB+256GB variant is priced at RM1,399. The REDMI Pad 2 Pro 5G on the other hand will be available in Graphite Gray and Silver with an 8GB+256GB variant priced at RM1,799, and will be on sale beginning 15 October.

The REDMI Pad 2 Play Bundle will be available in Graphite Gray with a 4GB+128GB variant priced at RM799, starting 10 October.

Product images are available here.

Product one-pager available here.

Disclaimer

¹ REDMI Pad 2 Pro screen size is about 12.1 inches when measured diagonally. The viewable area is smaller due to the curved corners. Measurements between individual products may vary.

² Refresh rate can be adjusted to up to 120Hz for supported apps and games. Please refer to the actual experience.

³ 300% volume compared to the same model at 100% volume. This feature only applies to media sounds, ringtones, and notification sounds, not alarms. It only works with speaker mode, not with headphones. Volume data is sourced from Xiaomi Internal Labs; please refer to your actual experience.

⁴ Data tested in Xiaomi Internal Labs, actual results may vary.

⁵ 33W fast charging means the adapter output power is 33W. Actual power output may vary depending on the environment. Please consult the local seller on the availability of the power adapter in the box.

⁶ Supports up to 27W wired reverse charging, compatible with devices verified through Xiaomi Internal Labs testing. Actual performance may vary depending on battery conditions and other factors. When using this feature, please ensure your pad has sufficient battery and verify the compatibility of the receiving device.

⁷ Availability of Xiaomi HyperOS features, apps, and services may vary depending on software version and product model.

⁸ Phones and tablets need to be upgraded to Xiaomi HyperOS 2 with Bluetooth and WLAN settings activated, log in to the same Xiaomi account, and make sure "Settings-Xiaomi Interconnectivity" is turned on. Availability of specific features and services may vary depending on software version, apps, and product model. Please refer to the actual use.

⁹ Gemini mobile app available on select devices, languages, and countries. Works with compatible accounts. Internet connection required. Check responses for accuracy. Feature availability varies based on language. Gemini is a trademark of Google LLC.

¹⁰ Available on select devices, and an internet connection is required. Works on compatible apps and surfaces. Results may vary depending on visual matches.

¹¹ Expandable storage card sold separately.

¹² Accessories sold separately.

¹³ The unibody metal design refers specifically to the back cover of the product and does not include the camera deco, buttons, card slots, or other components.

¹⁴ Millisecond-grade ultra-low latency refers to performance achieved within Xiaomi's self-developed apps. Data tested in Xiaomi Internal Laboratory, the actual result may vary.

¹⁵ Snapdragon and Qualcomm branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries. Qualcomm and Snapdragon are trademarks or registered trademarks of Qualcomm Incorporated.

¹⁶ Refresh rate can be adjusted up to 90Hz for supported apps and games. Please refer to the actual experience.

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ITALY LAUNCHED eTomAato CAMPAIGN TO BRING PREMIUM EUROPEAN TOMATOES TO MALAYSIA

The EU-backed initiative connects Italian producers with Southeast Asian food markets. 

Malaysia welcomes the eTomAato: European Tomato, A Red Passion, a comprehensive campaign recently introduced at the 18th edition of the Food & Hospitality Malaysia (FHM) 2025 exhibition. The Embassy of Italy in Kuala Lumpur and Italian Trade Agency (ITA), working with OI Pomodoro da Industria Bacino Centro Sud Italia and backed by the European Union, introduced this two-year initiative designed to showcase premium Italian tomato products to Malaysian consumers, restaurants, and food manufacturers.

eTomAato represents more than 70 Italian tomato producers and aims to establish European tomatoes as the premium choice in Malaysia’s growing food and beverage sector. The campaign will introduce Malaysian consumers to authentic Mediterranean flavours while demonstrating the superior safety standards, traceability, and sustainability practices that define European tomato production.

Dr. Angela Donvito, Trade Commissioner of the Italian Trade Agency and Francesco Pezzarossi, Second Secretary of the Embassy of Italy in Kuala Lumpur, officially introduced the campaign to Malaysia, which has expanded to neighbouring countries such as Thailand and Singapore. Their presence highlighted the strategic importance of strengthening agricultural and food trade relationships between the European Union and Malaysia.

“eTomAato bridges the gap between Europe’s centuries-old tomato heritage and Asia’s dynamic culinary innovation,” explained Dr. Angela Donvito. 

“We’re providing Malaysian chefs, food manufacturers, and consumers with ingredients that meet the highest international standards while inspiring new culinary possibilities. This campaign represents our commitment to long-term partnerships that benefit both regions’ food industries.”

“Between January and May 2025, Italy exported €1.17 billion (approx. RM5.7 billion) worth of prepared or preserved tomatoes—excluding those in vinegar or acetic acid—to markets worldwide,” said Francesco Pezzarossi. “In the same period, Malaysia imported €8.58 million (approx. RM42.5 million) of these products globally, with €1.8 million (approx. RM8.9 million) coming from Italy. Thanks to their rich flavour and deep-rooted culinary tradition, Italian preserved tomatoes have earned a strong position in the Malaysian market, making Italy the country’s second-largest supplier in this category.”

The eTomAato initiative taps into a clear market opportunity in Malaysia, where the restaurant industry is growing and demand for high-quality ingredients is rising. European preserved tomatoes offer consistent quality, rich flavour, and strong food safety standards – ideal for both professional kitchens and health-conscious home cooks.

Dr. Angela Donvito highlighted that eTomAato is designed to complement, not compete with, Malaysia’s agricultural sector. The campaign introduces premium, sustainable tomato products that support culinary innovation and can boost Malaysia’s competitiveness in regional and global markets.

Over the next two years, eTomAato will roll out seminars for industry professionals, in-store tastings for consumers, and collaborations with top chefs and food service providers. The goal is to showcase the versatility of European tomatoes in Malaysian and international cuisine.

Beyond promoting sales, the initiative also supports Malaysia’s food industry goals by encouraging food safety, sustainability, and knowledge-sharing. European processing and preservation techniques offer advantages for tropical climates, and the wide variety of tomato products gives Malaysian chefs new tools to elevate their dishes.

The campaign’s launch in Malaysia serves as a springboard for Southeast Asian expansion. Success here will demonstrate how European agriculture can meet the region’s growing culinary expectations. As Dr. Donvito put it, eTomAato represents a new kind of partnership—focused on quality, sustainability, and mutual benefit.

For more information about eTomAato and partnership opportunities, visit https://etomaato.eu/.

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