Haier Sales Indonesia (aqua Elektronik)
Haier Sales Indonesia, operating as AQUA Elektronik Indonesia, is a Jakarta-based home appliance manufacturer and distributor and a wholly-owned subsidiary of Haier Group, selling consumer and light-commercial appliances across all major Indonesian e-commerce marketplaces and national retail chains.
- Company typePrivate
- Founded2012
- HeadquartersJakarta, Indonesia
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Haier Sales Indonesia (aqua Elektronik) does
PT. Haier Sales Indonesia, operating commercially as AQUA Elektronik Indonesia, is a Jakarta-based home appliances manufacturer and distributor and a wholly-controlled Indonesian operating entity of China's Haier Group. Founded in 2012 and headquartered at Jl. Danau Sunter Barat Blok AIII No. 38-39, Jakarta Utara, the company employs 501–1,000 people and runs a comprehensive consumer and light-commercial appliance portfolio under the AQUA brand spanning refrigerators (single-door through multidoor with IoT connectivity), washing machines (including virus/bacteria-elimination models), residential and commercial air conditioners (including MRV5 DC Inverter VRF systems, chillers, and cassette/duct light-commercial units), smart TVs (4K HDR/OLED/QLED/MINI LED with SMART AI), cold chain equipment, water heaters/dispensers, and small domestic appliances.
The company's product platform is built on inherited Haier Group R&D — IoT-enabled refrigerators, DC Inverter technology, BEST (Big Freezer, Energy Saving, Turbo Cooling), virus/bacteria elimination rated up to 99.9%, Blue Fin/Black Fin anti-corrosion coatings, Wide Voltage tolerance for unstable Indonesian power grids, and Smart AI TV platforms — overlaid with localized engineering for tropical climate and Indonesian voltage conditions. Differentiated warranty programs extend to 20 years on selected refrigerators and dedicated AC extended-warranty SKUs, supported by an e-warranty registration portal and a documented service-center network.
Commercially, AQUA operates a hybrid omnichannel model: direct official storefronts across five major Indonesian e-commerce marketplaces (Shopee, Tokopedia, Lazada, Blibli, Akulaku, the latter enabling installment payments), partnerships with at least seven national physical retail chains (MyHartono, UFO Elektronika, Atlanta Electronics, Atakrib, Candi Elektronik, Login Megastore, Informa), a commercial AC specialist partner (CV. Multi Wahana Aircond), and an active digital marketing program including seasonal promotional campaigns (Mid-Year Season, Festive Ramadan Sale, Holiday SALEbration, Smash Seasons) and TikTok content. The business model is primarily hardware sales to Indonesian household consumers with a growing secondary vertical in commercial/B2B cooling and HVAC; pricing is not publicly disclosed.
Haier Sales Indonesia (aqua Elektronik) firmographics
Firmographics- Name
- Haier Sales Indonesia (aqua Elektronik)
- Legal name
- PT. Haier Sales Indonesia
- Website
- https://aquaelektronik.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Haier Sales Indonesia, operating as AQUA Elektronik Indonesia, is a Jakarta-based home appliance manufacturer and distributor and a wholly-owned subsidiary of Haier Group, selling consumer and light-commercial appliances across all major Indonesian e-commerce marketplaces and national retail chains.
- Ownership category
- akta.pro rank
Haier Sales Indonesia (aqua Elektronik) industry classification
Industry- Product category
- Home Appliances
- NAICS
- Major Household Appliance Manufacturing (33522), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Household Appliance Manufacturing (3352), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512), Commercial and Service Industry Machinery Manufacturing (333310)
- SIC
- Household Appliances (3630), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)
- akta.pro primary industry
- Commercial/Prosumer Appliance Retail (Light Commercial, Prosumer Kitchen/Laundry) (CRACACAI)
- akta.pro secondary industries
- Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB), HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE), Water Heating & Treatment Appliance Retail (Water Heaters, Water Softeners, Filtration Systems) (CRACACAF), Smart Thermostats & HVAC Controls Retail (CRAIAMAC)
Keywords
Where Haier Sales Indonesia (aqua Elektronik) is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Haier Sales Indonesia (aqua Elektronik) business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Consumer Electronics Sales: Sale of home appliances including refrigerators, washing machines, air conditioners, televisions, water dispensers, and small domestic appliances to Indonesian consumers
- Commercial/B2B Solutions: Sale of commercial air conditioning (MRV5 DC Inverter, Chillers, Light Commercial products) and cold chain solutions to businesses
Go-to-market motion1 record
Distribution channels13 records
Marketing channels6 records
Haier Sales Indonesia (aqua Elektronik) product offering
Product offeringCore offering
PT. Haier Sales Indonesia, trading as AQUA Elektronik Indonesia, manufactures, markets, and distributes a wide range of home appliances and consumer electronics under the AQUA brand in Indonesia, including refrigerators, washing machines, air conditioners, televisions, small domestic appliances, water solutions (heat pumps, water heaters, water purifiers), and cold chain equipment. The company also separately offers commercial HVAC systems — MRV5, Chiller, and Light Commercial air conditioning units — targeted at enterprise and project customers in Indonesia.
Product overview
AQUA Elektronik Indonesia is a comprehensive home appliances manufacturer and brand owned by Haier Sales Indonesia. The product portfolio spans consumer electronics and commercial solutions across multiple categories: refrigerators (Kulkas) in various door configurations including Side-by-Side and Multidoor with IOT features; washing machines (Mesin Cuci) including Twin Tub, Front Load, and Top Load with virus elimination technology; air conditioners (AC) ranging from residential Inverter and Standard models to commercial MRV5, Chiller, and Light Commercial systems; Smart TVs with 4K HDR, OLED, QLED, and MINI LED technologies featuring AI; cold chain solutions including Chest Freezer and Beverage Cooler; water solutions with heaters and dispensers; and small domestic appliances. The commercial division serves businesses with MRV5 DC Inverter systems, industrial chillers, and light commercial AC units. The company also offers themed product bundles through its 360 Thematic Product line for complete room solutions.
Differentiator
Problem solved
Functional benefit
Brands
- AQUA: Primary brand name for consumer electronics including refrigerators, washing machines, air conditioners, televisions, water heaters, and water dispensers.
Products and services
- AQUA Refrigerators
Quantifiable outcome
- Virus and bacteria elimination up to 99.9% in applicable products
Companies that use Haier Sales Indonesia (aqua Elektronik)
Customer profileSegments2 records
Ideal customer profiles2 records
Haier Sales Indonesia (aqua Elektronik) technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Haier Sales Indonesia (aqua Elektronik) partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor and core.
- AkulakuminorE-commerce marketplace partnership for online sales of AQUA Elektronik products with installment payment options
- BlibliminorOfficial brand store partnership on Blibli e-commerce platform
- ShopeeminorOfficial brand store partnership for online sales of home appliances
- TokopediaminorOfficial brand store partnership on Tokopedia marketplace
- LazadaminorOfficial brand store partnership for online sales in Indonesia
- UFO ElektronikaminorElectronics retail chain partnership for physical store sales
- MyHartonominorElectronics retail chain partnership for nationwide store distribution
- Atakrib ElektronikminorElectronics retail partner for online sales
- Candi ElektronikminorOfficial electronics retailer partnership on Shopee
- Login BandungminorElectronics retail partnership - Login Megastore
- InformaminorRetail partner available through Ruparupa.com
- Atlanta ElectronicsminorElectronics retail partner for home appliances
- CV. Multi Wahana AircondminorAir conditioning specialist partner for commercial AC products
- Haier GroupcoreParent company - AQUA Elektronik Indonesia is the local operating entity of Haier Group, a global home appliance manufacturer
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Haier Sales Indonesia (aqua Elektronik) competitors and assessment
Company assessmentDirect peers
- Midea Indonesia: Midea — like Haier, a major Chinese appliance multinational — sells home appliances in Indonesia including ACs, refrigerators, and small domestic appliances. It is a direct peer operating under a similar Chinese-parent model with overlapping product categories.
- Samsung Electronics Indonesia: Samsung Indonesia sells a full appliance lineup (refrigerators, washers, ACs, TVs) directly overlapping with AQUA's portfolio. It is one of the strongest premium-tier competitors and shares the same omnichannel distribution strategy across online and offline retail.
- Sharp Electronics Indonesia: Sharp Indonesia manufactures and sells home appliances (refrigerators, washing machines, ACs, TVs) under the Sharp brand in the same Indonesian market. It is one of the longest-established appliance competitors to AQUA and competes across nearly identical product categories.
- Panasonic Indonesia: Panasonic Gobel Indonesia manufactures and distributes home appliances (refrigerators, washing machines, ACs) in Indonesia under a long-standing local partnership. It competes directly with AQUA in both consumer and light commercial segments.
- Electrolux Indonesia: Electrolux sells premium home appliances (refrigerators, washing machines, ACs) in Indonesia targeting mid-to-high income consumers. It overlaps significantly with AQUA's mid-premium positioning across the same retail and e-commerce channels.
- Polytron: Polytron is an Indonesian homegrown electronics and appliance brand selling TVs, refrigerators, washing machines, and ACs across Indonesia. It is a direct competitor to AQUA in the mass-market and mid-tier segments with strong local brand equity.
- Daikin Indonesia: Daikin is a global air conditioning specialist with a strong Indonesian presence selling residential and commercial AC systems. It is a direct competitor to AQUA's AC portfolio (especially commercial VRF/MRV and light commercial offerings).
- LG Electronics Indonesia: LG Indonesia sells premium home appliances including refrigerators, washing machines, ACs, and TVs in Indonesia. It competes head-to-head with AQUA in the same retail and e-commerce channels and targets similar mid-to-premium Indonesian consumers.
- Toshiba Lifestyle Indonesia: Toshiba sells refrigerators, washing machines, and small domestic appliances in Indonesia through local distribution. It competes with AQUA in similar mass-market to mid-tier price bands with comparable technology features (inverter, energy efficiency).
Emerging players
- TCL Indonesia: TCL is an emerging Chinese electronics brand expanding its appliance footprint in Indonesia, particularly strong in televisions and increasingly in white goods. It is a comparable emerging competitor targeting similar value-conscious Indonesian consumers with aggressive pricing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Haier Sales Indonesia (aqua Elektronik) social profiles
Digital presenceHaier Sales Indonesia (aqua Elektronik) financial estimates
Financial estimateRevenue estimate
Valuation estimate
Haier Sales Indonesia (aqua Elektronik) leadership team
Management profileNumber of profiles
Haier Sales Indonesia (aqua Elektronik) funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Haier Sales Indonesia (aqua Elektronik) M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Haier Sales Indonesia (aqua Elektronik)
What does Haier Sales Indonesia (aqua Elektronik) do?
PT. Haier Sales Indonesia, trading as AQUA Elektronik Indonesia, manufactures, markets, and distributes a wide range of home appliances and consumer electronics under the AQUA brand in Indonesia, including refrigerators, washing machines, air conditioners, televisions, small domestic appliances, water solutions (heat pumps, water heaters, water purifiers), and cold chain equipment. The company also separately offers commercial HVAC systems — MRV5, Chiller, and Light Commercial air conditioning units — targeted at enterprise and project customers in Indonesia.
Is Haier Sales Indonesia (aqua Elektronik) a public or private company?
Haier Sales Indonesia (aqua Elektronik) is a private company. It is classified as corporate owned and is currently operating.
When was Haier Sales Indonesia (aqua Elektronik) founded?
Haier Sales Indonesia (aqua Elektronik) was founded in 2012. It employs 501 to 1,000 people.
Where is Haier Sales Indonesia (aqua Elektronik) based?
Haier Sales Indonesia (aqua Elektronik) is headquartered in Jakarta, Indonesia, in the Asia region.
How does Haier Sales Indonesia (aqua Elektronik) make money?
Two revenue lines are on record. Consumer Electronics Sales are the primary driver. The others are commercial/B2B Solutions.
Who are Haier Sales Indonesia (aqua Elektronik)'s main competitors?
Direct peers on record are Midea Indonesia, Samsung Electronics Indonesia, Sharp Electronics Indonesia, Panasonic Indonesia, Electrolux Indonesia, Polytron, Daikin Indonesia, LG Electronics Indonesia and Toshiba Lifestyle Indonesia. TCL Indonesia is listed as an emerging player.
Does Haier Sales Indonesia (aqua Elektronik) have an API?
No public API is recorded for Haier Sales Indonesia (aqua Elektronik).
What industry is Haier Sales Indonesia (aqua Elektronik) in?
Haier Sales Indonesia (aqua Elektronik)'s product category is Home Appliances. Its primary akta.pro industry code is CRACACAI, Commercial/Prosumer Appliance Retail (Light Commercial, Prosumer Kitchen/Laundry), with a secondary code of CRACACAB, Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers). Its NAICS code is 33522 and its SIC code is 3630.