DE&E News | Jul 27 2022

DE&E SMART HOME and the Story of Malaysia

Development Background



Since its establishment in 1992, DE&E's pursuit of technological innovation has never stopped. Adhering to the innate spirit of innovation and persistence in quality, DE&E has successfully created the first tempered glass RangeCooker in China, the world's first super air pressure CookerHood and other innovative products that drive industry changes. DE&E's leading role in the domestic kitchen appliance industry and the confidence to always lead the industry's innovation have propelled DE&E to become a pioneer in the internationalization of China's high-end kitchen appliance industry.


As a leader in the field, DE&E is not only deeply rooted in the Chinese market, but is also one of the first Chinese kitchen appliance brands to go global. Since 2008, DE&E has registered international trademarks worldwide and exported products to more than 40 countries including Southeast Asia, South America, the Middle East, and Europe.


Build a Strategy

Electronic products and smart home appliances are still popular categories. With the continuous improvement of the quality of life, the market demand for smart home appliances in Malaysia is gradually expanding. Range hood, gas hob, electric oven, sterilizer, etc, are very popular among consumers. In the past two years, although the world is facing the new crown pneumonia epidemic, our economic and trade cooperation with Malaysia has shown strong resilience and vitality.


Malaysia is an important stop for DE&E's own brand to go overseas. Among the many conditions for selecting a business partner, what we value most is the partner's values to match ours. After more than two years of careful business selection, DE&E headquarters finally decided on STGLONET, a company with rich experience, strength and most in line with DE&E's values and mission, was appointed as the exclusive agent of DE&E in Malaysia, responsible for the establishment and dissemination, maintenance and sales of DE&E brand in Malaysia.


Advantages of DE&E



Referring to the current status of product competition in the Malaysian kitchen appliance market, DE&E based on its advantages, mainly promotes the product style features of "multi-variety, series, fashion, and high quality" to compete with existing kitchen appliance brands and products.


Carry out strategic research and layout with breakthroughs in "cabinet-electrical integration" and "intelligence." We deeply explore the value of omnichannel services, sink technical capacities such as AI and big data, and empower household electrical products through top-level design to improve consumers' experience.


On this note, we will continuously improve the home furnishing industry chain, realize the synergistic promotion, virtuous circle, and common value-added of various ecological members in the industry, and realize more possibilities within the ecology.


Create an Exclusive Product Line


There are differences in the eating habits of various ethnic groups in Malaysia. To meet the needs of different users in the Malaysian market, DE&E Electric has spent two years developing and improving product lines according to the cooking habits and kitchen environment of different ethnic groups in Malaysia.

Steam series steamer, Steam&Grill Oven, brand original Nova-T Shape range hood, super air pressure A6 CookerHood , Nova-87CM-Stainless Steel GasHob, etc. In addition, the international standard SI and VI images of DE&E appliances make DE&E more calm and confident in the process of entering the Malaysian market.


DE&E Achievements


As of 2021, DE&E has successfully deployed 45 home appliance supermarkets, 17 cabinet chains, and 1 DE&E brand flagship store.


In April 2022, the DE&E brand made a stunning debut at the highest-standard home appliance exhibition in Malaysia, bringing DE&Esuper air pressure A6 CookerHood and other RangeCooker products to the exhibition, bringing overseas customers a wonderful visual feast.


The total number of DE&E electrical appliances sold in this exhibition reached 63 sets, and the sales amount was as high as MYR 258,000.


Such an excellent transcript represents that DE&E products sell well at home and abroad, and are recognized by customers all over the world. It also shows the transformation of Made in China, and brand enterprises who sell abroad.


In the future, DE&E will continue to adjust and optimize product designs according to the different needs of overseas consumers, and bring kitchen appliances with Chinese styles to more and farther overseas markets.

It shoulders the mission of a national enterprise and continuously enhances its popularity and influence overseas so that DE&E can be found in every corner of the world.



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