Event Background
On April 12, 2024, Haier Philippines hosted a new product launch event in Manila, introducing the UV COOL CONNECT PRO series. The event gathered over 100 attendees, including exclusive air conditioner channel partners and local media, aiming to showcase the technological advantages of the new products, strengthen the brand's premium image, and accelerate market expansion.
Key Highlights
At the launch, Yan Xuhong, General Manager of Haier Philippines, highlighted Haier Smart Home's global brand strength and Haier Philippines' achievements in building a high-end brand. In the first quarter of this year, Haier's air conditioner sales in the local market grew by over 50%. Over the past five years, the compound annual growth rate of Haier Philippines' split-type air conditioner sales reached 76%. Francis, the Air Conditioner Product Director, explained the differentiated features of the new series: UVC PRO high-efficiency sterilization technology for healthy air, Wi-Fi control for smart home experiences, and Self-Clean technology to improve cooling performance and extend product lifespan. A dedicated app for installation technicians was also launched, offering product information push, installation incentives, and other features to enhance technician professionalism and partner loyalty. The advanced technology and innovative selling points of the new products were well received by partners, with on-site意向 orders reaching 50% of the monthly target for the series. Monthly sales of the new series increased by 230% compared to the previous generation.
Related Services
Towin PR, as an event planning agency, provided full event planning and execution services for this Haier Philippines new product launch, covering brand launch planning, commercial event execution, and public relations event management, ensuring the smooth implementation and effective delivery of brand messages.
Industry Insights
This launch reflects the trend of home appliance brands strengthening brand recognition in overseas markets through product innovation and localized events. The new series, with differentiated features such as health, smart, and self-cleaning, precisely meets user needs. Meanwhile, the partner incentive tools enhance channel stickiness, offering a replicable marketing model for the industry.
Summary
Haier Philippines successfully held a new air conditioner product launch in Manila, introducing the UV COOL CONNECT PRO series. With differentiated technology and channel incentive policies, the products gained high recognition from partners. On-site意向 orders reached 50% of the monthly target, and sales of the new series increased by 230% compared to the previous generation, further solidifying the brand's premium position in the Philippine market.