On December 18, over 500 strategic partners from eight Southeast Asian countries gathered at the THISKYHALL Convention Center in Ho Chi Minh City, Vietnam, for the 2025 Southeast Asia Dealer Summit and the 30th Anniversary Celebration of AQUA Vietnam, themed “Play with the Number Ones.” At the event, Haier Refrigerators showcased their high-end Horizon and Space Fit series, further strengthening their leadership position in the Southeast Asian market.
As a market of over 600 million people, Southeast Asia has long been a fiercely contested battleground for global refrigerator brands. Amid intense competition, many brands resort to price wars to boost sales volume—a strategy that often results in mutual losses.
Haier Refrigerators, however, has taken a different approach: instead of cutting prices, it focuses on delivering added value through high-end products tailored to local needs. In Vietnam, Haier identified two core consumer pain points: the strong preference for iced beverages in the region’s hot and humid climate, which calls for fast and clean ice-making solutions, and the growing demand among modern households for high-quality food preservation and kitchen aesthetics. These insights became the compass guiding Haier’s innovation.
To address the need for ice, Haier’s Horizon series features an independent ice-making system built into the refrigerator door. This design prevents odor transfer between the fridge and freezer compartments, enabling the rapid production of clean ice cubes—perfectly suited to Vietnamese households. For consumers seeking premium food preservation, Haier has introduced magnetic-controlled technology to refrigeration for the first time, keeping meat and seafood fresh for up to seven days. Additionally, the “Smart Window” design offers a thoughtful touch: when users approach the refrigerator, interior lighting automatically turns on and the door panel becomes transparent, allowing a clear view of the contents without opening the door—reducing cold air loss while enhancing the user experience.
Another premium offering, the Space Fit refrigerator, also precisely addresses the region’s demand for iced beverages. Equipped with Smart Ice intelligent ice-making technology, it features a fully automated internal ice maker capable of rapid ice production. Its open beverage compartment, measuring up to 230mm in height, accommodates 95% of commonly available drink sizes.
Visually striking, the Space Fit refrigerator brings the concepts of kitchen aesthetics and flush integration to Southeast Asia. With an ultra-slim 594mm body, it fits seamlessly into cabinetry, blending functionality with design. It also incorporates an HCS humidity control system and Fresher Shield technology to ensure long-lasting freshness for fruits, vegetables, and meats. The product has already launched in Thailand, Malaysia, and the UK, where it quickly became a bestseller upon release.
Haier’s deep localization strategy has earned strong market recognition. As of the first half of 2025, Haier Refrigerators has secured the leading market share in Southeast Asia, with large-capacity refrigerators seeing a growth rate of over 50%.
While much of the industry remains fixated on price competition, Haier has charted a new course through premiumization—proving a key insight: true market leadership is not won by slashing prices but by delivering genuine value. This may well be one of the most instructive lessons for Chinese brands expanding into global markets.
Media Contact
Company Name: Haier Smart Home
Contact Person: James Liu
Email: Send Email
City: Qingdao
Country: China
Website: http://www.haier.com/
