PT. CHANGHONG ELECTRIC INDONESIA

What PT. CHANGHONG ELECTRIC INDONESIA does

PT. CHANGHONG ELECTRIC INDONESIA is the Indonesian operating subsidiary of CHiQ Inc. (Sichuan Changhong Electric Co., Ltd.), a Chinese state-owned consumer electronics group founded in 1958. Operating under the CHiQ brand, the company imports, distributes, and supports a portfolio of smart consumer electronics targeting Indonesian household buyers, with a core smart television lineup spanning entry-level 32-inch Google TV HD models, mid-range 43- to 75-inch QLED 4K models, and a premium QD Mini LED tier in 55-, 65-, and 75-inch screen sizes. All smart TV products run Google TV OS with built-in Chromecast, Google Assistant voice control, and streaming application access, leveraging the licensed platform rather than proprietary software.

The company extends beyond televisions into adjacent home appliance categories, offering residential air conditioning units and washing machines to position a multi-category smart home offering within Indonesian households. It generates revenue exclusively through hardware sales, distributing products through a multi-channel Indonesian network that includes electronics retail chains, department stores, and major e-commerce marketplaces, supplemented by a social media presence on Instagram, Facebook, TikTok, and YouTube for brand engagement. Pricing is not publicly disclosed and varies across authorized retail and online channels.

Strategically, the entity functions as a localized distribution and sales arm of a much larger Chinese parent rather than an independent product company: it has no proprietary R&D disclosures, no management team bios published, no independent funding history, and no M&A activity of its own. Its competitive positioning rests on the Changhong parent group's brand heritage, the licensed Google TV platform, a broad Indonesian retail footprint, and an expanding multi-category appliance portfolio, with no public customer logos or enterprise contracts given its direct-to-consumer household orientation.

Name

PT. CHANGHONG ELECTRIC INDONESIA

Legal name

PT. CHANGHONG ELECTRIC INDONESIA

Website

https://changhong.co.id

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

101–250 employees

Short description

PT. CHANGHONG ELECTRIC INDONESIA is the Jakarta-based Indonesian subsidiary of Chinese state-owned Changhong, operating the CHiQ brand to distribute Google TV smart televisions, air conditioners, and washing machines to Indonesian household consumers through retail chains, department stores, and e-commerce.

Ownership category

akta.pro rank

Product category

Consumer Electronics

NAICS

Electronics and Appliance Retailers (4492), Electronics and Appliance Retailers (44921)

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731)

akta.pro primary industry

Television Retail (LED/LCD/OLED/QLED/Mini-LED) (CRACAEAA)

akta.pro secondary industry

Smart Entertainment & Media Devices (Connected TVs, Streaming, Multiroom Audio) (HSAPAQAI)

Keywords

• Consumer electronics
• Smart televisions
• Home appliances
• QLED displays
• Google TV

Headquarters

HQ city

Indonesia

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Consumer Electronics Sales: Revenue generated from the sale of consumer electronics products including smart TVs, air conditioners, refrigerators, and washing machines to end consumers through retail distribution channels

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

PT. CHANGHONG ELECTRIC INDONESIA (brand: CHiQ) markets and distributes a portfolio of consumer electronics to Indonesian households through retail and e-commerce channels. The core offering centers on smart televisions running Google TV across multiple price tiers — entry-level HD (32-inch), mid-range QLED (43-, 50-, 55-, 75-inch), and premium QD Mini LED (55-, 65-, 75-inch) — complemented by residential air conditioners and washing machines to provide a connected home appliance ecosystem.

Product overview

PT. CHANGHONG ELECTRIC INDONESIA (CHiQ) operates as a consumer electronics brand under Changhong, founded in 1958, offering a diverse portfolio of smart home appliances. The core product lineup centers on Google TV-powered smart televisions spanning multiple display technologies including entry-level HD (L32ST1 32-inch), mid-range QLED models (U43QM91 43-inch, U50QM91 50-inch, U55QM91 55-inch, U75QM10 75-inch), and premium QD Mini LED televisions (55-inch, 65-inch, 75-inch). The CHiQ sub-brand encompasses the C55QMT1 55-inch QLED model. Complementing the television range are air conditioning units and washing machines (Mesin Cuci), establishing a comprehensive smart home ecosystem. All smart TV products run Google TV OS, enabling streaming, app access, and smart home integration.

Differentiator

Problem solved

Functional benefit

Brands

• CHiQ: Consumer electronics brand under Changhong, featuring smart TV products including QLED TVs, Google TV, and QD Mini LED TVs.

Products and services

• L32ST1 Google TV 32-inch 32-inch Google TV smart television offering integrated streaming access, smart home connectivity, and built-in Chromecast/Google Assistant for Indonesian household consumers.
• U50QM91 QLED TV 4K 50-inch Google Smart TV (New QLED PRO) 50-inch QLED 4K Google Smart TV in the New QLED PRO lineup featuring quantum-dot display technology for enhanced color reproduction for Indonesian households.
• U55QM91 QLED TV 4K 55-inch Google Smart TV (New QLED PRO) 55-inch QLED 4K Google Smart TV in the New QLED PRO lineup delivering premium picture quality with quantum-dot display technology for Indonesian home entertainment.
• U75QM10 4K QLED Google TV 75-inch 75-inch 4K QLED Google TV delivering large-screen viewing experience with quantum-dot technology for Indonesian consumers seeking premium home entertainment.
• U43QM91 Changhong QLED TV 4K 43-inch Google Smart TV (New QLED PRO) 43-inch QLED 4K Google Smart TV in the New QLED PRO lineup delivering compact quantum-dot display technology for smaller Indonesian household spaces.
• U75F8T Pro 4K Google TV 75-inch 75-inch 4K Google TV Pro model offering advanced smart features and connectivity options for Indonesian consumers.
• C55QMT1 CHiQ 55-inch QLED TV 4K Google TV Smart TV with Digital TV CHiQ-branded 55-inch QLED 4K Google TV Smart TV with Digital TV functionality, combining streaming and broadcast reception for Indonesian households.
• Changhong QD Mini LED TV 4K Google TV New QLED PRO 55-inch 55-inch QD Mini LED 4K Google TV featuring New QLED PRO technology with quantum-dot enhanced Mini LED backlighting for superior contrast and brightness in Indonesian home cinema setups.
• Changhong QD Mini LED TV 4K Google TV New QLED PRO 65-inch 65-inch QD Mini LED 4K Google TV featuring New QLED PRO technology with quantum-dot enhanced Mini LED backlighting for superior contrast and brightness in Indonesian premium home entertainment setups.
• Changhong QD Mini LED TV 4K Google TV New QLED PRO 75-inch 75-inch QD Mini LED 4K Google TV featuring New QLED PRO technology with quantum-dot enhanced Mini LED backlighting for the largest-screen premium home entertainment tier in Indonesia.
• Changhong Air Conditioner Residential air conditioning units providing energy-efficient climate control for Indonesian homes.
• Changhong Mesin Cuci (Washing Machine) Washing machines for household laundry needs distributed under the Changhong/CHiQ brand in Indonesia.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Polytron: Indonesia's largest local electronics brand manufacturing and selling TVs, refrigerators, washing machines, and ACs domestically. Directly competes with CHiQ in the Indonesian retail appliance market with strong local brand affinity.
• Akari Indonesia: Indonesian local electronics brand selling TVs, ACs, washing machines, and small appliances through mass retail channels. Competes in similar value-to-mid segments with deep domestic retail penetration.
• TCL Indonesia: Chinese-origin consumer electronics brand selling smart TVs, QLED, and Mini LED televisions through retail and e-commerce in Indonesia under a similar Chinese-parented subsidiary structure. Directly comparable business model and product overlap with CHiQ.
• Sharp Electronics Indonesia: Indonesian subsidiary of Japan's Sharp Corporation selling televisions, air conditioners, and washing machines. Competes in the same TV-and-home-appliance retail space with similar product breadth and Indonesian retail distribution model.
• Coocaa Indonesia: Chinese smart TV brand (under Skyworth) selling Android/Google TV televisions in Indonesia through online and retail channels. Closely comparable as a Chinese-origin challenger brand competing in entry-to-mid smart TV segments.
• Hisense Indonesia: Chinese consumer electronics brand marketing smart TVs, including ULED and laser TV products, in Indonesia through retail and online channels. Closely comparable product positioning and value-tier strategy to CHiQ.

Emerging players

• Xiaomi Indonesia: Chinese consumer electronics brand selling TVs and smart home devices in Indonesia, primarily through online channels. Partial overlap with CHiQ in smart TV category with stronger digital-native brand presence.

Broad incumbents

• LG Electronics Indonesia: Major Korean electronics multinational with broad Indonesian presence across TVs, home appliances, and ACs. Overlaps with CHiQ's smart TV and home appliance categories but at larger scale and with deeper brand recognition.
• Samsung Electronics Indonesia: Korean consumer electronics leader with the largest Indonesian TV and appliance share. Competes across the same smart TV, QLED, and home appliance product categories as CHiQ but with vastly greater scale, marketing spend, and dealer network.

Regional players

• Sanken Indonesia: Indonesian licensee of the Sanken brand producing and selling TVs and home appliances in the domestic market. Comparable as a regional brand operating in the same mass-market consumer electronics segment.

Market position

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/cao2c86ad3d7473f8219368dc83d9336
• Facebookfacebook.com/chmei-bf4d9d00caac4260b4ec00162948188f
• Instagraminstagram.com/chmei-646f98090e1a46ef8496db8df418e84e
• LinkedInlinkedin.com/company/pt-changhong-electric-indonesia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PT. CHANGHONG ELECTRIC INDONESIA