On Oct. 26, 2026, Changhong Indonesia officially inaugurated its first dedicated brand store in Palembang, marking a significant shift in its regional retail strategy. This move represents a transition from relying solely on third-party distribution channels to establishing a direct, immersive brand presence. By showcasing its diverse product portfolio in a unified environment, the company aims to accelerate its whole-home appliance strategy across the Southeast Asian nation.

A Shift Toward Whole-Home Integration

The newly opened Palembang store departs from traditional retail formats that group appliances by product category. Instead, the location features room-style displays where TVs, air conditioners, refrigerators, freezers, and washing machines are shown working in tandem. This layout is designed to provide consumers with an intuitive way to browse and compare products while visualizing how these devices integrate into their daily lives.

This multi-category display format addresses evolving household needs. Rather than purchasing isolated appliances, shoppers are encouraged to think holistically about home design and appliance ecosystems. The store serves as a physical proof of concept for Changhong's broader strategy, which emphasizes the interconnectedness of modern home electronics.

Deepening Roots in the Indonesian Market

Changhong's expansion into direct retail is built upon a long-term presence in the country. Since entering the Indonesian market in 1998, the company has focused on establishing a solid local foundation. This was initially achieved by focusing on product quality and building a reliable after-sales service network.

The Palembang brand store represents the next phase of this market evolution. By transitioning from a pure wholesale and distribution model to direct-to-consumer retail, Changhong is attempting to build deeper brand equity. The physical store provides a dedicated space for hands-on consumer engagement, allowing the brand to showcase the full breadth of its portfolio under one roof.

According to Vaclav Lian, general manager of Changhong Indonesia, the opening is a pivotal moment for the company's local operations:

"The Palembang store marks an important milestone in Changhong's growth in Indonesia. We hope it will bring us closer to local consumers and demonstrate how our products can be part of everyday life. We will continue expanding our retail network and aligning it more closely with consumer needs."

The Omnichannel Retail Strategy

The physical expansion in Palembang is closely linked with Changhong's digital initiatives. The company has been growing its e-commerce business to expand its reach and connect with a broader demographic of shoppers. The brand store is designed to complement these online efforts, creating a cohesive omnichannel experience.

This strategy relies on several key pillars:

  • Integrating digital marketing and online customer acquisition with physical, in-store experiences.
  • Providing a hands-on space for customers to test products before purchasing, bridging the gap between online research and offline validation.
  • Offering consumers greater choice and convenience in how they discover, evaluate, and purchase home appliances.
  • Utilizing the Palembang location as an operational model for future brand stores tailored to regional demand across different parts of Indonesia.

By pairing digital reach with physical touchpoints, Changhong aims to build a stronger link between its online and offline channels, securing its market position in an increasingly competitive consumer electronics landscape.