“The Reassurance of Having Someone to Turn To” Haier Indonesia on the Indonesian Market and the Value of EJIP

We spoke with Haier Indonesia, an EJIP tenant, about the company’s business development in Indonesia, changes in the market environment, and why it continues to operate at EJIP.

As one of the world’s leading home appliance manufacturers, Haier Group operates globally and has built a strong foundation in Indonesia over many years, spanning both manufacturing and sales. The interview offers candid perspectives on the Indonesian market’s growth potential and on the role an industrial park can play in supporting companies over the long term.

Haier Indonesia

Headquartered in Qingdao, China, Haier Group is one of the world’s leading home appliance manufacturers, with top-tier global positions across product categories including refrigerators, washing machines, and freezers. In Indonesia, the company operates both the AQUA and Haier brands, with businesses spanning manufacturing and sales. Haier regards Indonesia as one of its key strategic markets and continues to develop products and services tailored to local needs.

Zhang Shoujiang
Executive Vice President and Director, Haier Indonesia

A seasoned executive who has supported Haier Group’s overseas business for many years. He has extensive experience in Southeast Asian markets, particularly Vietnam and Indonesia, and has been deeply involved in localized management, brand building, and strengthening manufacturing and sales operations.

He currently serves as General Manager of Haier Indonesia, overseeing the company’s operations in the country. In this growing market, he is driving product development tailored to local needs and further strengthening the company’s business foundation.

THEME 1
A Market with Substantial Room to Grow

We regard Indonesia as a highly important strategic market.
Its large population is, of course, a major attraction. But what truly interests us is the growth potential that lies ahead. Indonesia has a large young population, and its middle class continues to expand. From the perspective of a home appliance manufacturer, the market is not yet fully mature. It is now entering a stage in which consumers are beginning to trade up in a meaningful way.
As we observe the Indonesian market, we can see that consumer values themselves are changing. As living standards rise, more people are looking beyond price and seeking greater comfort and convenience in their daily lives. We believe this shift will accelerate further in the years ahead.

The Difference Between USD 150 and USD 1,000

When discussing the potential of the Indonesian market, we often use refrigerators as an example.
The average selling price of a refrigerator in Indonesia is currently around USD 150, while in major Chinese cities it is closer to USD 1,000. The two markets cannot be compared directly, of course, but we believe this gap reflects a difference in market maturity.
For us, this gap is not a challenge. On the contrary, it points to significant room for future growth.
In both China and Japan, the home appliance market changed substantially as incomes rose. We expect consumer demand for products and services in Indonesia to evolve in a similar way. It is precisely because the market is still developing that we see such strong potential.

What Customers Want Is Changing

In the past, price was probably one of the main factors in purchasing decisions.
Today, however, a growing number of customers place greater importance on capacity, energy efficiency, smart features, and design. What consumers look for in a product is beginning to shift from simply paying a lower price to receiving greater value.
We see these changes in the Indonesian market every day.
It is not enough to bring in products that have succeeded elsewhere in the world without adapting them. We need to understand what Indonesian customers truly want and continue evolving our products and services to meet those needs.
In recent years, the China Plus One trend has also drawn greater attention to Indonesia. Competition has intensified, but that is also evidence of the market’s growing appeal. We believe Indonesia still offers considerable potential for further growth.

THEME 2
The Reassurance of Having Someone to Turn To

We do not see EJIP as merely an industrial park. In practice, it is closer to an important business partner for our operations in Indonesia.
As companies grow their businesses, they inevitably face a wide range of challenges, including investment projects, new factory construction, equipment installation, administrative procedures, and permit and licensing requirements. At such times, it is extremely reassuring to have someone you can turn to first.
EJIP provides support throughout the entire process, from investment consultation, government approvals, and construction planning to utility connections and ongoing operational support. Its response is especially prompt, and when necessary, the team also helps coordinate with relevant authorities.
Indonesia’s immigration, labor, and tax policies also continue to evolve. Policy changes themselves are unavoidable. What matters is how quickly a company can understand and respond to them.
EJIP has been extremely helpful in this respect. It not only shares information and provides advice on regulatory changes, but also creates an environment in which companies can receive information early and prepare in advance, rather than waiting until a problem arises. We see tremendous value in that proactive support.

THEME 3
An Industrial Park Is More Than a Location. It Is a Partner.

My advice to companies considering overseas expansion is not to make location decisions based solely on short-term considerations.
Labor costs and land prices matter, but companies also need to consider the stability of policies and the legal framework, the logistics environment, the concentration of nearby industries, and whether there is a support system capable of sustaining their business over the long term.
We believe the value of an industrial park extends well beyond infrastructure.
What matters is whether companies have someone to consult when they face a challenge, whether they can receive continued support, and whether the industrial park is prepared to work with them from a long-term perspective.
We take a long-term view of the Indonesian market ourselves.
That is why we see an industrial park not simply as a location, but as a partner with whom we can grow over the long term. For us, EJIP is exactly that kind of partner.