Haier Group Chairman and CEO Zhou Yunjie stated via social media that Haier's L+ series washing machines have achieved remarkable sales success in Thailand. In the ultra-premium price segment, Haier has become the only Chinese brand ranking among the top three, as well as the fastest-growing high-end brand, breaking the long-standing dominance of Korean brands in Thailand's premium laundry appliance market.

The washing machine model was launched locally in July with a price tag exceeding 60,000 Thai baht. During a market research trip to Thailand in September, Zhou personally visited retail stores to observe market performance.

From initial market entry to deep localization and now premium brand building, Haier still faces a long journey in establishing its global high-end brand presence.