By Kwanchai Rungfapaisarn
The business saw double-digit growth in the first quarter compared to the same period last year, reveals Electrolux Thailand general manager Ratchata Suttapattanon. The success was driven by sales of air conditioners, air purifiers, washing machines and dryer, refrigerators, vacuum cleaners and blenders.
“Electrolux has a very strong brand that has lasted for 100 years,” said Ratchata.
“Few brands enjoy such a legacy. In Thailand, Electrolux has been a familiar name to Thai people for 42 years and we have a strong bond with our consumers.”
Ratchata cites a loyal customer named “Pa Noi” who bought an Electrolux refrigerator 25 years ago that still works today.
“When we called to tell her she had won a product as part of our 100-year anniversary campaign, she said straightaway she did not want a replacement for her old fridge. This is how deep the relationship with our customers has become,” said Ratchata.
He added that all Electrolux products must reflect a commitment to improve life quality through state-of-the-art technologies and innovation, modern design, superior functions and sustainability.
“Our front-loaded washers, for instance, are fully equipped with advanced technology that boosts washing while saving energy and water. Using sensors that detect dirt and stains as well as detergent residue on clothes, each wash is specifically designed to ensure the best results while saving 50 per cent of water compared to front-loaded machines.
“Our refrigerators address the same issue, making the best use of food and reducing waste.
“Innovation is not for innovation’s sake, but to help improve lives as well as to support sustainable development and the circular economy.”
Ratchata notes that Electrolux has been named a leader in the household durables category of the Dow Jones Sustainability World Index for the 12th year in a row. Sustainability is a company goal, from product design and materials to assembly.
“For the century to come, we will focus even more on sustainability,” Ratchata said.
“Electrolux launched ‘green’ products made from recycled plastic almost 10 years ago, and will continue to emphasise environmental-friendly products and processes.”
The company has also been recognised as a global leader in corporate sustainability. It ranks among the Global 100 companies who represent the top 1.3 per cent in the world for sustainability performance, and has made the 2019 Climate Change A List for the third year in a row, for its efforts to cut emissions, mitigate climate risks and develop the low-carbon economy. The appliance industry sustainability leader, Electrolux reported a 66 per cent reduction in CO2 emissions, achieving its climate targets.
Ratchata said a key challenge for the company was to track and respond to fast-changing consumer trends.
“We pay a great deal of attention to understanding consumers and foreseeing future trends,” he said.
“We have a large loyal customer base as well as strong distribution network, ranging from dealerships and traditional stores to hypermarkets and e-commerce. We are planning to expand spare-part warehouses to better service our customers by the end of this year as well as enhance technical skills for a more satisfactory after-sale service.”
Electrolux Thailand is marking its centenary with a campaign to give away 100 machines to loyal customers. For more info call the customer service centre on 02 725 9000 or visitwww.electrolux.co.th/100yearsofbetterliving andwww.facebook.com/electroluxthailand.