From Europe, Quality Life Haier Malaysia launches Candy, a leading European household appliance brand with presence in more than 40 countries including Thailand, Philippines and India. Candy has been a part of Haier’s brand portfolio since its acquisition in 2019, in line with Haier’s vision of becoming the global leader in IoT for smart home appliances. This brand extension strategy is an effort to cater to different consumer segments and lifestyles in Malaysia as Haier Malaysia aims to strengthen its market share by covering all market segments in terms of pricing and product offering, and in providing sustainable home-living solutions to Malaysians. With a differentiated approach to the household appliance market, Candy targets the younger generation who wants simple and quick solutions to their day-to-day life. Candy simplifies the buyer’s journey by presenting all the information online in a straightforward and easy to understand manner. As the younger generation have adapted to t
