en.Wedoany.com Reported - On June 3, Haier Indonesia held a launch event at the Signature Tower of the Tamrin Nine Complex in Jakarta, unveiling four new high-end freezer models: 200L and 300L air-cooled inverter chest freezers, a -60°C deep-freeze chest flagship freezer, and a 150L Cool Zone partitioned beverage cooler. All new products have a price index exceeding 150, targeting Indonesia's mid-to-high-end market. This move also represents Haier Smart Home's concrete step toward becoming a platform-based service-oriented technology ecosystem enterprise.
Indonesian consumer spending continues to upgrade, driving demand for long-term preservation of high-end seafood and rare ingredients, as well as bulk storage during festive seasons. However, the local market is still dominated by affordable products, with insufficient supply of high-quality freezers. Haier's -60°C deep-freeze chest flagship freezer features original dual-engine precision-controlled ultra-low temperature technology, achieving extreme deep freezing and long-term freshness preservation of ingredients while significantly reducing oxidation loss, making it ideal for storing rare ingredients in high-end villas. The 200L and 300L air-cooled inverter chest freezers utilize full air-cooling frost-free technology, fundamentally solving the problems of frost buildup and odor mixing in traditional freezers, meeting the daily storage and festive bulk storage needs of multi-person households. The 150L Cool Zone partitioned beverage cooler features dual temperature zones with independent temperature control, allowing for precise storage of ingredients, beverages, and mother-and-baby products, catering to both home organization and light commercial scenarios.
When purchasing freezers, consumers not only consider freezing capacity but also pay attention to the product's appearance, space adaptability, and integration with home decor. Haier freezers have optimized their appearance and size design: the -60°C deep-freeze flagship freezer features a rock slab luxury exterior that blends into high-end homes; the 150L Cool Zone partitioned beverage cooler has a slim body that can be placed in living rooms, gaming rooms, and other spaces; the 200L/300L air-cooled chest freezers are sized to fit standard kitchen storage areas. These products break away from the bulky limitations of traditional freezers, adapting to various scenarios such as villa living, ordinary homes, and small shops.
In terms of channels, Haier Indonesia has built a multi-dimensional sales network. The new products have entered modern chain channels such as Atria and Hypromart, semi-modern chain channels like Hartono and UFO, and also cover local traditional retail, the brand's official e-commerce platform, and B2B small project procurement channels, connecting online and offline, as well as home and commercial full-chain operations. Regarding the supply chain, Haier Indonesia's freezer factory broke ground in November last year, with a planned annual production capacity of 1 million units, aiming to enhance local large-scale smart manufacturing capabilities and supply efficiency.
In Indonesia, Haier's freezer revenue grew 15% year-on-year, with a market share of 17%, firmly ranking third in the industry. In Thailand and Malaysia, Haier's freezer market share has consistently ranked among the top*.
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