HAIER EYES 45 PCT YOY GROWTH IN MALAYSIA THIS YEAR

By Durratul Ain Ahmad Fuad

SHANGHAI, April 9 (Bernama) — Haier Group Corporation, a Chinese multinational home appliances and consumer electronics company, is targeting to achieve a 45 per cent year-on-year (yoy) growth in Malaysia this year.

Haier Malaysia managing director Fan Jing said the company is optimistic about achieving its target by year-end because of the range of products it will introduce this year.

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"Last year Haier Malaysia recorded a 14 per cent yoy growth compared to 2022. So we are confident about the strong line up of products this year.

"Haier has the distinct advantage of being able to customise for different markets; we will produce new products globally. 

“Our priority is the consumer and our development team comes up with the correct product to suit every Malaysian as well as to match the different price points and market segments," he told Bernama.

He said Haier recently launched air conditioners with wifi, in line with its initial stage of making smart home products.

Haier will introduce washing machines, water dispensers this year and new wine chillers this June.

"We will focus on a few strategies this year; developing the best product and improving the accessibility of products (in retail shops). As for marketing initiatives, Haier is proud to have Soh Wooi Yik and Aaron Chia as our brand ambassadors.

“We have extended our contract with them (Soh Wooi Yik and Aaron Chia) this year. We associate with them because they are winners; they never give up.

"This is the same with us (at Haier). We did not give up on a small brand and now we are 40 years old," he said. Haier was founded on December 26, 1984.

Additionally, he said Haier Malaysia is focusing on sports marketing. It wants to grow badminton competitions such as its own Local Amateur Haier Cup 2024. The second edition of this competition is expected to begin in May 2024.

"We have also invested in reaching the masses with outdoor advertising and LRT campaigns, and on the digital platform.

"We are also looking to solidify and beef up our after-sales service by increasing our after-sales service centres and our network in West Malaysia, Sabah and Sarawak. This is to give our customers ease of mind in the event of a problem. This is our strategy for 2024," he explained.

Haier is available in nearly 2,000 retail shops nationwide. The company imports products directly from China. It does not have a factory in Malaysia and there are no immediate plans to have one.

Established in 2002, Haier Malaysia offers a wide range of products across many categories, such as refrigerators, freezers, washing machines, air conditioners, televisions and kitchen appliances. 

Haier has been certified as the Global No.1 Major Appliance Brand for 15 consecutive years since 2009 (Source: Euromonitor International Limited).

It also has the distinction of being the first and only Internet of Things (IoT) ecosystem brand in the BrandZ Top 100 Most Valuable Global Brands ranking.

-- BERNAMA