In Malaysia, a nation of 33 million known for its durian culture, Haier freezers command a dominant 34.7% retail market share, securing the No.1 position and becoming the preferred choice for one in every three households. This remarkable market performance by a Chinese brand demonstrates clear user recognition and trust.
This success stems from Haier's comprehensive strategic approach across multiple fronts: first, maintaining focus on premium brand development through localized innovative products that meet local consumer needs; second, leveraging digital transformation to comprehensively enhance terminal operations and customer service efficiency.
Haier freezers have launched numerous localized innovative products. Based on deep insights into local consumption habits, Haier introduced the industry's first durian-specific freezing solution during Malaysia's 2025 "durian season." The upright air-cooled compartment features one-touch quick-freeze functionality that rapidly penetrates fruit fiber, preserving durian texture and flavor. Customized compartmentalized storage spaces provide independent sealed areas to prevent flavor contamination, meeting diverse household storage requirements. Additionally, recognizing Malaysians' preference for seafood, Haier's deep-freeze rapid-cooling freezers can quickly lock in freshness, satisfying storage needs for perishable seafood products.
Haier freezers are enhancing operational efficiency through digital transformation. The company is implementing multi-dimensional digital transformation to comprehensively improve operational efficiency, building an integrated digital system spanning logistics, services, marketing, and information management.
Specifically: First, efficient logistics network coordination. After customer orders are placed, the system automatically dispatches orders and displays real-time delivery status, significantly improving delivery efficiency and transparency. Second, comprehensive service network coverage. Leveraging 1,400+ sales outlets and 55 flagship stores for deep market penetration, Haier freezers extend cold chain services to Chinese communities, Malay households, and small businesses, providing 24/7 service coverage. Looking ahead, Haier Malaysia plans to expand brand stores to 75 locations. Third, precise marketing network targeting. Haier freezers continuously launch localized promotional activities, including durian season scenario marketing and badminton tournament sponsorships, enhancing brand affinity and improving targeting precision and conversion efficiency. Fourth, integrated information network connectivity. Through comprehensive digital upgrades across all processes, information transmission steps and errors are reduced, with traditional manual order entry and statistics replaced by digital tools for improved quality and efficiency.
From market share to consumer mindset, from technical innovation to cultural resonance, Haier freezers have established themselves as Malaysia's "Tropical Life Preservation Experts" through localized innovation and digital capability development, becoming the common choice among Malaysian consumers.