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On November 7, 2025, Haier Vietnam held a product launch in Ho Chi Minh City for its MultiWash washing machine which filled the market gap for zoned washing in Southeast Asia. The event attracted over 2,000 users for product experience and included key dealers, KOLs, and media representatives.
Scenario-based Innovation: Differentiated Product Meets Vietnamese Needs
The triple-drum MultiWash is designed for Vietnam’s multi-generational households and hot, humid climate. Its three independent water channels—one 12kg main drum plus two 1kg mini drums—allow simultaneous yet separate washing of innerwear, outerwear, and baby clothes, preventing cross-contamination for a healthier, more convenient laundry experience.
Seizing Market Opportunity: Vietnam Debut Fills Gap in Southeast Asia
On October 14, MultiWash launched in DMX, Vietnam’s largest modern retail chain, becoming the first Chinese triple-drum washer entering Southeast Asia.
Post-launch, the product gained rapid traction. Many users, learning about it online, visited offline stores to purchase. This significantly boosted dealer confidence, further driving the product's popularity.
Localized Marketing Upgrade: Immersive Experience Boosts Engagement
The launch combined an outdoor music carnival with product trials, featuring check-in stamps, soccer games, and live performances to attract participation. Haier also partnered with DMX for live pre-sale streaming online and brand exposure on landmark billboards, shifting from industry-focused to mass communication. On launch day, online topic traffic reached 32 million.
According to GfK, AQUA washing machines grew 16.9% Jan–Sep, leading the market. The combined share of Haier and AQUA in the 14-million VND segment reached 26%, leading the mid-to-high-end market.
The MultiWash will later expand to Malaysia, Thailand, Indonesia, and others, continuing to enhance market competitiveness in Southeast Asia and delivering healthier, more convenient quality living.
海尔三筒洗衣机登陆越南
填补市场空白
11月7日，海尔越南在胡志明市举办了三筒洗衣机新品发布会，吸引了逾2000名用户现场体验，并邀请核心客户、达人和媒体代表参与。该新品的发布，填补了东南亚“分区洗护”市场空白。
场景化创新：差异化产品满足越南用户需求
三筒洗衣机是海尔基于越南多代同堂的家庭结构以及高温高湿的气候特点打造的差异化产品。通过“12kg大筒+双1kg小筒”的三路独立水源设计，实现内衣、外衣与母婴衣物同步分洗，从技术层面杜绝交叉感染，带来健康、便捷的洗护体验。
抢占市场先机：越南首发，填补东南亚空白
10月14日，海尔三筒洗衣机登陆越南最大现代连锁渠道DMX，成为首个进军东南亚市场的中国三筒洗衣机产品。
产品上市后快速引爆，许多用户仅通过线上渠道了解后，便主动前往线下门店购买。客户信心显著提升，进一步助推了产品热销。
本土化营销升级：沉浸式体验强化用户交互
本次发布会结合户外音乐嘉年华与产品体验场景，通过打卡集章、足球游戏、歌手助阵等环节吸引用户广泛参与。
海尔越南还通过DMX平台线上直播预售、线下地标大屏品牌曝光，实现了从行业宣贯向大众化传播的营销策略转型。发布会当天，三筒洗衣机全网获得3200万次流量曝光。
GfK数据显示，1-9月AQUA洗衣机增速达16.9%，份额第一；海尔与AQUA双品牌在1400万越南盾价位段市场份额提升至26%，在中高端市场领先。
海尔三筒洗衣机将陆续进入马来西亚、泰国、印度尼西亚等国，提升海尔洗衣机在东南亚的市场竞争力，为用户带来更健康、智慧的生活体验。
Contributions Wanted!
wangzixuan@haier.com
