Home appliance/Toshiba

Editorial staff

Toshiba Thailand expects Thailand’s home appliance market in 2025 to grow by 5% from last year of 8.3 billion baht.

Alex Ma, deputy managing director of Toshiba Thailand Co, the marketer of Toshiba brand, said that the value of overall home appliance market in Thailand for 2025, which includes refrigerators, washing machines, air conditioners, and small home appliances but excludes televisions, is expected to grow on par with the country’s GDP or around 5% this year. The economy has not improved strongly, despite the launch of economic stimulus packages. Geopolitics, technologies like AI, and severe natural disasters are also factors to send an impact on people lives.

Against the uncertain backdrop, Toshiba remains ambitious. The company expects its total sales to grow 25% this year and also step up to become the leader in Thailand’s home appliance brand over the next 3 years.

To achieve its goal, Ekdanai Tuntipumiamorn, product-strategy manager at Toshiba Thailand Co, said the company plans to launch as many as 53 new home appliance models to the market, focusing on the mid-to-high-end market segment. They include models across various product categories, including 11 refrigerator models, 19 washing machine models, 16 kitchen appliance models, and 7 home appliance models.

Also, its distribution channel of over 500 locations is added, placing greater emphasis on high-end product placement. Furthermore, the company is investing significantly in modernizing store designs to make them more attractive and contemporary.

Mr. Ma adds that the company has significantly increased its budget for marketing and promotional activities and while places great emphasis on customer service by introducing special service channels for high-end products, deploying additional mobile service vehicles to enhance convenience, and expanding its onsite service teams to provide home service.

Furthermore, it plans to increase the number of service centers, upgrade them to premium standards, and improve the overall service experience to ensure greater convenience and faster support for our customers.

Thunpapat Ariyavoradh, marketing director of Toshiba Thailand, said that in 2025 the company has upgraded its brand ambassador to a regional level across Asia-Pacific, appointing Takashi Sorimachi, a renowned Japanese actor, to reinforce Toshiba’s image as a leading Japanese brand.

Additionally, there are plans to release a new advertising campaign under the concept “Toshiba Japan Origin: Crafted with Design, Attention to Every Detail.” The campaign draws inspiration from five core strengths of Japanese excellence, which include Design, Detail, Quality, Trust, and Innovation. The advertisements will be broadcast on TV, online platforms, BTS and MRT trains, billboards across Bangkok and provincial areas, as well as office buildings, covering over 3,000 screens in total.

“With these schemes, we expect that Toshiba Thailand to exceeded our growth targets in 2025 as the six consecutive years,” Mr Ekdanai said.

Mr Ma said that the value of overall home appliance market in Thailand, which includes refrigerators, washing machines, air conditioners, and small home appliances but excludes televisions was approximately 83 billion baht in 2024, up 9% from 2023. In terms of volume, approximately 21 million units were sold, marking a 4% growth.

The market can be divided into two main categories. The first category, major appliances–comprising refrigerators, washing machines, and air conditioners–accounted for around 65 billion baht with a growth rate of 11%. In terms of volume, around 5.6 million units were sold, an 8% increase. The primary drivers of this growth include extremely hot weather during the summer and ongoing economic expansion, boosting the demand for air conditioners and refrigerators.

Meanwhile, the second category, small appliances, such as rice cookers, microwaves, water heaters, and fans, represented a market value of approximately 18 billion baht. The growth rate in this segment remained stable, with around 15.4 million units sold, reflecting a modest 3% growth.

However, this segment did not perform as anticipated due to unfavorable weather conditions and reduced consumer purchasing power.

Mr. Alex said that Toshiba achieved outstanding success with a total revenue growth of 24%, significantly surpassing its targets. The refrigerator segment remained the company’s top revenue generator, achieving 20% growth, followed by washing machines with an impressive 39% growth. Microwave ovens grew by 21%, while small appliances, such as rice cookers, recorded a 10% increase. Sales of water-related products, such as water heaters, remained stable despite the overall market declining by over 10% due to unfavorable weather conditions. Air conditioners, though contributing a smaller proportion of sales, saw an exceptional growth of 82%.