Chinese home appliance brands are steadily increasing their foothold in Southeast Asia, with market share rising across major categories over the past five years.
Shift in consumer perception fuels growth
In Malaysia, the market once belonged to Japanese giants such as Panasonic, Toshiba and Hitachi. Those firms built factories and dealer networks in the 1970s, turning the country into a regional hub. A banking executive in Kuala Lumpur, Kerry Chin, said his “personal stereotypes” see Japanese products as reliable but conservative, a view that has opened space for Chinese makers.
When Chinese brands first arrived in Malaysia in the early 2000s, they were mainly attractive to budget‑conscious buyers and landlords furnishing rental units, according to Lim Kim Heng, managing director of retailer Senheng. The turning point arrived in the late 2010s, when manufacturers began investing heavily in design, quality and branding.
Televisions lead the charge
Smart TVs were among the first categories where Chinese firms gained acceptance. Companies such as TCL and Hisense offered larger screens and advanced features at prices well below those of Japanese and South Korean rivals. Euromonitor data shows Chinese share of TV sales in Malaysia rose to 36.1% in 2025, up from 15.1% five years earlier.
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The success of Chinese smartphones has also reshaped how Malaysian shoppers view other products. “As consumers grew satisfied with Chinese‑made phones, they began to reassess Chinese products more broadly,” Lim said.
Air conditioners and other major appliances
Across Southeast Asia, Chinese companies now hold 20.8% of the major appliance market, up from 17% in 2020. Air‑conditioner share climbed to 26.6%, while Japanese firms fell to 37.2%. In Indonesia, Chinese air‑conditioner sales reached 34.5% in 2025, overtaking Japan’s long‑standing lead.
One factor is the warranty and service model. Gree Electric Appliances launched a “Golden Guarantee” program in 2021, promising a ten‑year compressor warranty and five‑year parts coverage, plus a 24‑hour “Always On Service.” By contrast, Japanese and South Korean brands typically offer a five‑year compressor warranty and up to two years for repairs.
“We want to ensure that every customer can receive fast and professional assistance, because the comfort of home shouldn’t have to wait,” said Nicky, vice president of Gree Indonesia.
Despite longer warranties, Chinese units remain cheaper. An air‑conditioner technician in West Java, known as Jayadi, noted that “Consumers can get Chinese inverter air conditioners for the same price as conventional Japanese or South Korean air conditioners. Inverter air conditioners are certainly much better because they save on electricity costs.”
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Expansion in washing machines and refrigeration
Chinese makers are also expanding in washing machines and refrigerators, especially in Indonesia. Retailer Best Electric Indonesia reports that consumers choose Chinese brands for features comparable to Japanese and South Korean products, but at prices 20‑40% lower.
Local assembly is growing to meet Indonesia’s TKDN content rules. Midea has built a fully automated smart factory in West Java with an annual capacity of over 2 million refrigerators, while Haier sees Thailand as a “bridgehead” for regional exports.
Euromonitor’s senior global insight manager Tim Chuah said the definition of functionality has shifted. Traditionally, premium brands emphasized durability and minimalist design; Chinese firms are now marketing “affordable premium” products that blend price with advanced features.
Innovative products attract attention
Haier recently unveiled a drum‑type washing machine with three front‑loading drums, a design likened to “Mickey Mouse.” The unit can handle three loads at once, separating coats, delicate garments and regular laundry in a single cycle.
Japanese companies such as Panasonic Holdings are attempting to match this approach, using platforms like TikTok for promotion, but Chinese brands remain ahead in combining product innovation with digital marketing.
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E‑commerce drives rapid gains
Online channels are a key strength. In China, more than half of home‑appliance sales occur through e‑commerce, a model that Chinese firms are replicating abroad. Robot vacuum cleaners illustrate the trend: Chinese share rose to 58.2% in five years, with the Philippines seeing a jump to 81%. Companies such as Roborock, Ecovacs Robotics and Xiaomi now dominate, surpassing U.S. competitor iRobot.
In the television segment, Chinese brands’ combined share reached 23.7% in 2025, up from 13.6% five years earlier, while South Korean firms still hold a combined 50.4%. Singapore remains an outlier, with Chinese major‑appliance share staying low at 4.3% due to more conservative buying habits.
Looking ahead
Analysts expect Chinese companies to keep scaling operations and refining service models throughout the region.
Their ability to quickly introduce new designs, price competitively and provide round‑the‑clock support appears to be reshaping the appliance market in Southeast Asia.