Event Background
On April 12, 2024, Haier Philippines held an air conditioner new product launch in Manila, unveiling the UV COOL CONNECT PRO series. The event invited more than one hundred attendees, including air conditioner exclusive channel partners and local media, aiming to showcase the new products' technological advantages, strengthen the brand's high-end image, and accelerate market expansion.
Core Information
At the launch, Haier Philippines General Manager Yan Xuhong introduced the strength of Haier Smart Home as a global brand, as well as Haier Philippines' high-end brand-building achievements. In the first quarter of this year, Haier air conditioners grew by more than 50% locally. Over the past 5 years, the compound annual growth rate of Haier Philippines split air conditioner sales reached 76%. Air Conditioning Product Director Francis explained the new products' differentiated features: UVC PRO high-efficiency sterilization technology provides healthy air; Wi-Fi control enables a smart home experience; Self-Clean technology improves cooling performance and extends service life. An app dedicated to air conditioner installers was also launched on site, including functions such as product information push notifications and installation incentive distribution, helping to improve installers' professionalism and partner stickiness. The new products' leading technology and innovative selling points won recognition from partners. On-site intended orders reached 50% of the series' monthly target, and the new product series' monthly sales increased by 230% compared with before the iteration.
Related Services
As the event planning company, Towin PR Media provided full event planning and execution services for this Haier Philippines air conditioner new product launch, covering brand launch event planning, business event execution, and PR event management, ensuring the event was successfully implemented and effectively conveyed brand information.
Industry Observation
This launch reflects the trend of home appliance brands strengthening brand awareness in overseas markets through product innovation and localized events. The new products combine differentiated features such as health, intelligence, and self-cleaning to precisely meet user needs, while using partner incentive tools to enhance channel stickiness, providing the industry with a marketing model worth referencing.
Content Summary
Haier Philippines successfully held an air conditioner new product launch in Manila, unveiling the UV COOL CONNECT PRO series. With differentiated technology and channel incentive policies, it gained high recognition from partners. On-site intended orders reached 50% of the monthly target, and new product sales increased by 230% compared with before the iteration, further consolidating the brand's high-end position in the Philippine market.