Haier’s Vision for 2025 and Beyond

By Chloe Lim

Haier, a global leader in home appliances, recently marked a significant milestone—the brand’s 40th anniversary—by hosting its Southeast Asia Dealer Conference in Malaysia for the very first time. The gathering brought together 600 delegates from eight countries, blending business with cultural festivities to underline the brand’s impressive journey and its ambitions for the future.

From Left to Right: Mr. Eric Meng, Haier Malaysia Brand Marketing & Sell Out Director ; Mr. Fan Jing, Haier Malaysia Managing Director; Mr. Patrick Seow, Haier Malaysia Chief Operating Officer; Mr. Julian Thean, Haier Malaysia Brand Marketing Assistant Director

The Journey So Far: A Year of Remarkable Growth
The year 2024 proved to be a standout for Haier Malaysia, with the brand exceeding its projected 40% growth rate ahead of the holiday season. Key product categories, such as air conditioners, televisions, washing machines, and refrigerators, all witnessed double-digit growth, with air conditioners achieving a remarkable 47% year-on-year increase. Haier attributes this success to its consumer-centric approach, continuously refining its product offerings to align with modern preferences while focusing on energy efficiency.



Malaysia: The Core of Haier’s SEA Strategy
Malaysia has emerged as a vital market for Haier, highlighted by the decision to host the regional conference in Kuala Lumpur. As Fan Jing, Managing Director of Haier Malaysia, expressed, “Malaysia’s position as a core market for Haier, both regionally and globally, cannot be overstated.” This sentiment is backed by ambitious plans to achieve consistent 30% revenue growth annually and expand market share to over 30% by 2029.



The Vision for 2025: A Revolution in Everyday Living
Haier is determined to cement its position as the leading home appliance brand in Malaysia. The strategy for 2025 focuses on three key pillars: enhancing high-end product offerings, introducing innovative marketing initiatives, and embracing digitalisation.

With plans to expand its brand shops from 55 to 75 outlets, Haier is also gearing up to introduce a slew of new products designed to elevate everyday living. These include stylish air conditioners with intelligent cooling, refrigerators with advanced hygiene features, and state-of-the-art washing machines. The philosophy of "More Creation, More Possibilities" runs deep in these innovations, ensuring that Haier’s offerings cater to both functionality and style.

A Peek into the Future: Smart and Sustainable Homes
Haier’s upcoming launches in Malaysia promise to transform homes into hubs of comfort, convenience, and sustainability. Highlights include:

1. Air Conditioners: The UV COOL Premium series combines sleek aesthetics with cutting-edge technology, featuring intelligent humidity control and energy-saving AI ECO mode. Its companion series, the UV COOL Colour, adds a pop of personality with vibrant shades like pink and blue.

2. Refrigerators: The Magic Pro 700 series showcases Haier’s commitment to both design and practicality. Features like a Magic Pitcher water dispenser and advanced cooling systems make this fridge a standout for modern kitchens.

3. Washing Machines: The upcoming washer-dryer combo offers a massive 24kg capacity, catering to the demands of large families while integrating energy-efficient drying technologies.

4. Entertainment: Haier’s OLED TVs, debuting in March 2025, deliver cinematic brilliance at home with Harman Kardon sound and gaming-focused features.

5. Kitchen Appliances: From a telescoping range hood to a steam combi oven, Haier’s innovations are set to make professional-grade cooking accessible to everyday household

Beyond Products: Commitment to Community and Environment
Haier’s strategy extends beyond product innovation. The brand’s focus on sustainable and user-friendly technologies aligns with global movements toward greener, smarter living. From energy-efficient appliances to customisable solutions for diverse needs, Haier is redefining what it means to live smart.

As Haier embarks on its next chapter, it continues to be guided by its philosophy of co-creation, working closely with customers and partners to turn “infinite wonderful possibilities” into reality. With a blend of innovation, sustainability, and style, Haier is well-poised to lead the market, shaping homes and lifestyles for years to come.