Electrical appliance/Haier

Editorial staff

Haier Thailand plans to allocate of 1.2 billion baht to promote its home appliance products, aimed at boosting its revenue to 14 billion baht this year.

Dong Jianping, president of Haier Electrical Appliances (Thailand) Co, the marketer of Haier electrical appliance, said that the company has revealed an ambitious strategy for 2025, introducing over 50 new models across seven product categories to the market. The spotlight will be on cutting-edge AI-powered innovations designed to meet the comprehensive needs of modern users.

Dong Jianping

Haier is investing more than 1.2 billion baht in marketing, unveiling its newest brand ambassador, and aggressively expanding distribution channels across all platforms. With these initiatives, the company aims to boost its revenue by 28% growth to 14 billion baht in 2025.

In 2024, Haier Thailand outperformed the market with a remarkable 22% growth, closing the year with a revenue of 11 billion baht, significantly up from 9.07 billion baht in 2023. This achievement reflects its growing market share and robust performance across multiple product categories.

He said that Thailand’s overall home appliance market in 2024 was valued at approximately 70 billion baht, achieving 5.4% growth.

Home Air Conditioners ranked number one in the offline market by volume, generating 5.1 billion baht in sales, with 26% growth; refrigerators ranked number three, achieving over 1.6 billion baht in sales, with 25% growth; washing machines ranked number three, with sales of over 900 million baht, growing by 21%; freezers ranked number one in the market, contributing over 1 billion baht in sales, with an impressive 15% growth; commercial air conditioners achieved sales of 1 billion baht, growing by 31%; televisions reached over 600 million baht in sales, with 16% growth; and water heaters generated over 100 million baht in sales, growing by 35%.

Mr Dong further shared insights on the 2025 outlook for the home appliance industry and export trends: “The home appliance industry and export sector are expected to rebound in 2025, with export growth forecasted at 1.2% year-on-year (according to the SCB Economic Intelligence Center). Key drivers include the continued expansion of air conditioner and washing machine exports to the United States, which remain robust.

In 2025, Haier will continue to embrace its guiding philosophy, ‘More Creation, More Possibilities,’ by innovating within the Internet of Things (IoT) ecosystem to better meet consumer needs.

Haier’s 2025 strategy includes proactive marketing initiatives to engage consumers more effectively, such as introducing the latest brand ambassador, enhancing our connection with audiences; advertising campaigns across TV and various social media platforms; out-of-home media promotions, ensuring our presence in high-visibility locations; roadshow collaborations with diverse distribution channels; expanding sports marketing initiatives, including sponsorship of major sporting events like the Australian Open 2025, French Open 2025, and badminton tournaments such as the Thailand Master 2025 and Thailand Open 2025; and organising community-focused activities, such as mini-marathons and various CSR programmes, ensuring meaningful engagement with the community throughout the year.

To drive growth across all sales channels, Haier has laid out an ambitious strategy to enhance its distribution network. The company aims to increase its modern trade channels by 35%, dealer network by 15%, e-commerce channels by 35%, and B2B channels by 15%. In addition, Haier will introduce over 50 new models across seven popular product categories, encompassing both small and large home appliances, to cater to diverse market segments. These categories include residential air conditioners, commercial air conditioners, refrigerators, washing machines, freezers, TVs, and water heaters.

Highlights of the new product range includes: Haier UV Cool Voice Series: A groundbreaking air conditioner featuring Haier’s first AI voice control in Thai, making it the world’s first brand to offer such functionality without requiring internet connectivity.

Its new refrigerator HRF-490IWMGU1: also equipped with IoT capabilities for remote control via smartphone. While its freezer HCF-200DP60 is capable of achieving ultra-low temperatures of -60°C.

To target the younger demographic with a modern lifestyle, Haier is launching the new Candy ECO Master Series air conditioners, designed with an impressive No.5 energy efficiency rating of up to 3 stars, tailored exclusively for e-commerce platforms to meet the demands of modern, eco-conscious consumers.

“At Haier, we are continually innovating and developing products across all categories to align with the evolving trends of modern consumers. Our focus on cutting-edge AI technology and innovation is designed to deliver solutions that seamlessly integrate into every lifestyle, making everyday living smarter and more efficient. This commitment underscores our position as a leader in advanced home appliances and technology, enabling a truly complete and enriching living experience. It reinforces our standing as the world’s number-one trusted home appliance brand, a position we have proudly maintained over the years,” Mr Dong said.