Thailand's Home Appliance Market Intensifies with Early-Year Competition
Leading brands implement strategic initiatives to capture market share ahead of peak season
The home appliance market in Thailand, valued between 220 billion to 240 billion baht, is experiencing heightened competition early in the year.
Brands are proactively advancing sales strategies, particularly in the air-conditioner segment, despite cooler-than-usual weather expected to persist until mid-February.
Several factors contribute to this early market activity.
The government's Easy E-Receipt 2.0 program encourages purchases through tax deductions, and concerns over PM2.5 fine-particulate air pollution are prompting consumers to acquire appliances sooner than usual.
TCL, a prominent Chinese brand, led Thailand's home air-conditioner market in 2024, achieving sales of 8 billion baht.
This success is attributed to substantial investments in production and marketing.
In 2025, TCL aims to increase total sales to 10 billion baht, anticipating a 20-30% boost in first-quarter sales due to the Easy E-Receipts 2.0 program.
The company plans to sell 500,000 air-conditioning units this year, focusing on premium products and exclusive innovations.
A key product is the FreshIN 3.0 model, with a projected sale of 10,000 units in 2025. In the television segment, TCL targets sales of 400,000 units, up from 300,000 in 2024. By 2027, the company aims for sales of 17 billion baht and a 20% market share, positioning itself as a leading brand in Thailand.
Haier Electrical Appliances (Thailand) Co Ltd forecasts a recovery in Thailand's home-appliance and export industry in 2025, with overall electrical-appliance exports projected to grow by 1.2% year-over-year, according to the SCB Economic Intelligence Centre.
Haier has set a sales target of 14 billion baht for this year, a 28% increase from the previous year, supported by a marketing budget exceeding 1.2 billion baht.
In 2024, the company achieved sales of 11 billion baht, marking a 22% growth from 9.07 billion baht in 2023. Haier is investing 10 billion baht in a new manufacturing facility in Chonburi, scheduled to begin operations in October.
The plant will have an initial production capacity of 3 million air-conditioners per year, with plans to expand to 6 million units by 2026. Production will be allocated 30% for Thailand and 70% for export, targeting both domestic and ASEAN markets, with long-term plans to export to Europe and the US.
Toshiba Thailand Co Ltd reported a 26% sales increase in the first half of 2024, driven by major domestic appliances.
The company plans to launch 27 new products, focusing on mid-to-high-end market segments, and aims for 20% sales growth in 2024. Toshiba has allocated 5 billion baht to build a new air-conditioner factory in the Pinthong Industrial Estate in Chonburi province, supporting market expansion and production growth in ASEAN.
The company plans to launch more than 53 new models, targeting mid-to-premium customers who value design and product features.
Mitsubishi Electric Kang Yong Watana Co Ltd maintained its number one market share in residential air-conditioners at 30% in 2024, as well as in ventilation fans and water pumps.
For fiscal year 2024, ending March 31, 2025, the company expects sales to remain stable compared to 2023, with a 10% growth target for fiscal year 2025. The air-conditioner market is projected to grow by 5% this year, driven by the recovery in tourism, increasing demand from hotels and accommodations, and the expansion of data centers, which boosts the business-to-business segment.
Mitsubishi Electric aims for a 10% sales growth in this category, allocating a 1.2 billion baht marketing budget focused on digital channels to engage modern consumers.
These developments indicate a dynamic and competitive landscape in Thailand's home appliance market, with major brands implementing strategic initiatives to capture market share ahead of the traditional peak season.
Brands are proactively advancing sales strategies, particularly in the air-conditioner segment, despite cooler-than-usual weather expected to persist until mid-February.
Several factors contribute to this early market activity.
The government's Easy E-Receipt 2.0 program encourages purchases through tax deductions, and concerns over PM2.5 fine-particulate air pollution are prompting consumers to acquire appliances sooner than usual.
TCL, a prominent Chinese brand, led Thailand's home air-conditioner market in 2024, achieving sales of 8 billion baht.
This success is attributed to substantial investments in production and marketing.
In 2025, TCL aims to increase total sales to 10 billion baht, anticipating a 20-30% boost in first-quarter sales due to the Easy E-Receipts 2.0 program.
The company plans to sell 500,000 air-conditioning units this year, focusing on premium products and exclusive innovations.
A key product is the FreshIN 3.0 model, with a projected sale of 10,000 units in 2025. In the television segment, TCL targets sales of 400,000 units, up from 300,000 in 2024. By 2027, the company aims for sales of 17 billion baht and a 20% market share, positioning itself as a leading brand in Thailand.
Haier Electrical Appliances (Thailand) Co Ltd forecasts a recovery in Thailand's home-appliance and export industry in 2025, with overall electrical-appliance exports projected to grow by 1.2% year-over-year, according to the SCB Economic Intelligence Centre.
Haier has set a sales target of 14 billion baht for this year, a 28% increase from the previous year, supported by a marketing budget exceeding 1.2 billion baht.
In 2024, the company achieved sales of 11 billion baht, marking a 22% growth from 9.07 billion baht in 2023. Haier is investing 10 billion baht in a new manufacturing facility in Chonburi, scheduled to begin operations in October.
The plant will have an initial production capacity of 3 million air-conditioners per year, with plans to expand to 6 million units by 2026. Production will be allocated 30% for Thailand and 70% for export, targeting both domestic and ASEAN markets, with long-term plans to export to Europe and the US.
Toshiba Thailand Co Ltd reported a 26% sales increase in the first half of 2024, driven by major domestic appliances.
The company plans to launch 27 new products, focusing on mid-to-high-end market segments, and aims for 20% sales growth in 2024. Toshiba has allocated 5 billion baht to build a new air-conditioner factory in the Pinthong Industrial Estate in Chonburi province, supporting market expansion and production growth in ASEAN.
The company plans to launch more than 53 new models, targeting mid-to-premium customers who value design and product features.
Mitsubishi Electric Kang Yong Watana Co Ltd maintained its number one market share in residential air-conditioners at 30% in 2024, as well as in ventilation fans and water pumps.
For fiscal year 2024, ending March 31, 2025, the company expects sales to remain stable compared to 2023, with a 10% growth target for fiscal year 2025. The air-conditioner market is projected to grow by 5% this year, driven by the recovery in tourism, increasing demand from hotels and accommodations, and the expansion of data centers, which boosts the business-to-business segment.
Mitsubishi Electric aims for a 10% sales growth in this category, allocating a 1.2 billion baht marketing budget focused on digital channels to engage modern consumers.
These developments indicate a dynamic and competitive landscape in Thailand's home appliance market, with major brands implementing strategic initiatives to capture market share ahead of the traditional peak season.
