Electrical appliance/TCL

Editorial staff

TCL Electronics (Thailand) Co, the distributor of TCL electrical appliance brand, expects its sales to reach 17 billion baht in 2027.

Gary Zhao, managing director of TCL Electronics (Thailand) Co (TCL), said that the company sets to boost sales of TCL products in Thailand to reach 10 billion baht this year, up from last year sales of 8 billion baht. By 2027, it expects its total sales to increase to around 17 billion baht.

Gary Zhao

To achieve its sales target this year, the company plans to launch more products including air conditioner, TV, refrigerator and washing machine with better quality and reasonable price to the market.

“Thailand is one of the strategic countries for TCL and our head quarter will continue to invest more in the kingdom not only marketing budget and branding but also manufacturing in the future,” he said, adding that the company has increased its marketing budget by 40% over the same period last year to promote its products this year.

TCL, plans to launch its new air conditioner to the market by the end of this month. The new TCL’s innovation "FreshIN 3.0 Series," featuring cutting-edge AI technology, voice control, automatic temperature adjustment, and pure air functions, is to address health and smart living needs and mid to high customers. The product will be available at modern trade and almost 400 dealers nationwide.

Mr Zhao said that TCL continues to strive for leadership in technology and innovation in Thailand's home appliance market, while maintaining its position as Thailand's #1 market share leader and top home appliance brand with the highest air conditioner sales both in units and total sales value, while continuously delivering superior experiences and services to customers.

Given the changing behavior of modern consumers towards health consciousness, smart living with convenient technology, and value for money - sustainability, TCL has paid attention to every detail in developing its latest air conditioner model, "TCL FreshIN 3.0 Series,". This model received an international award - the 2025 Smart Fresh Air Technology Innovation Award, considered the "Oscar" of the technology community, at the Consumer Electronics Show (CES 2025) held in Las Vegas, USA, from 7-10January 2025, for its leading technology offering pure air that's healthy and energy-efficient with AI.

"TCL FreshIN 3.0 Series," will be launched in Thailand as the first country outside China. This TCL FreshIN 3.0 Series is the third TCL’s air con generation, coming with a new definition of cooling that perfectly combines comfort technology with voice control supporting Thai language without internet connection, along with a slim design that perfectly integrates. It also features the new "Lunar Display" showing real-time air quality, and pure air function that helps bring fresh air from outside into the home through a 4-step air filtration system, increasing oxygen levels in the room for fresher air.

Additionally, it comes with high-efficiency energy-saving system powered by AI technology that automatically adjusts temperature for optimal living conditions, and self-cleaning hot coil innovation that eliminates dust and dirt from inside the unit using reversed airflow, reducing germ accumulation for better hygiene, energy savings, and extended maintenance intervals.

The TCL FreshIN 3.0 Series air conditioner comes in three sizes 10,000 BTU, 12,000 BTU, and 19,000 BTU. The company aims to sell 10,000 units of TCL FreshIN 3.0 Series this year. For the whole year, it aims to sell 500,000 units of all TCL all air types, up from 380,000 units last year.

“Though the weather is cool in January, we don’t worry about it because Thailand is the hot country and peak sales of air conditioner is March till June. We are confident to gain more share of our air conditioners because we launch more products and expand wider distribution channel,” he said, adding that Easy E- receipt 2.0 will also help drive spending power in the first quarter of this year

This year, it's believed that Thailand's home appliance market will grow due to new innovations, energy savings, and increased convenience. TCL remains committed to the continuous growth, aiming to become the number one premium home appliance brand in Thailand by controlling market share of 20% of total home appliance market within the next three years.

In 2024, Thailand’s electrical appliance market was worth of 85 billion baht.