Haier Targets Premium Market with New Factory Investment
Haier, a Chinese consumer electronics company, is targeting high-end consumers in Thailand, avoiding a price war. They are investing 10 billion baht in a new air conditioner factory in Chon Buri to serve both local and global markets. To support this move, Haier is spending 1 billion baht on marketing, including organizing the 'Haier Run 2024' event in Bangkok, while projecting significant sales growth.
Haier, the renowned Chinese consumer electronics and appliance company, is aiming for high-end consumers in Thailand without engaging in a price war.
Dong Jianping, President of Haier Electrical Appliances (Thailand) Co Ltd, expressed optimism about the Thai electrical appliance market, citing the government's 10,000-baht cash handout as a catalyst for consumer purchasing power recovery.
Haier has invested 10 billion baht into a new air conditioner factory at WHA Eastern Seaboard Industrial Estate in Chon Buri province.
The production goals are 3 million units annually by 2026, increasing to 6 million units by 2027, with 70% of production slated for export to regions like ASEAN and North America.
The factory's operations are expected to begin in October 2025.
Additionally, Haier plans to spend 1 billion baht on marketing, including the 'Haier Run 2024' event set for November 24 in Bangkok, aiming to boost brand recognition and support sales goals of 11 billion baht this year, and 14 billion baht next year.
Dong Jianping, President of Haier Electrical Appliances (Thailand) Co Ltd, expressed optimism about the Thai electrical appliance market, citing the government's 10,000-baht cash handout as a catalyst for consumer purchasing power recovery.
Haier has invested 10 billion baht into a new air conditioner factory at WHA Eastern Seaboard Industrial Estate in Chon Buri province.
The production goals are 3 million units annually by 2026, increasing to 6 million units by 2027, with 70% of production slated for export to regions like ASEAN and North America.
The factory's operations are expected to begin in October 2025.
Additionally, Haier plans to spend 1 billion baht on marketing, including the 'Haier Run 2024' event set for November 24 in Bangkok, aiming to boost brand recognition and support sales goals of 11 billion baht this year, and 14 billion baht next year.
