Haier sees 20% boost in Thai sales
Haier Electrical Appliances (Thailand) expects a 20 per cent increase year-on-year in domestic sales this year to approximately Bt2.3 billion as a result of new products and rising brand recognition.
Yang Xiaolin, president of Haier Group in Thailand, the manufacturer and distributor of Haier electrical appliances, said yesterday that the company’s 2014 revenue in the Thai market increased by 5.5 per cent year-on-year to Bt1.9 billion.
Haier is the leading brand of home appliances in China. Its manufacturing base in Thailand, located at Kabin Buri district in Prachin Buri province, mainly produces refrigerators, washing machines, air conditioners and freezers for both the Thai and overseas markets on a 30:70 per cent ratio.
Of the total domestic revenue of Bt1.9 billion last year, air-conditioners accounted for Bt700 million, refrigerators Bt600 million, freezers Bt200 million, washing machines Bt200 million and TV sets Bt120 million with other products accounting for the balance of Bt80 million.
Haier has been successful in enhancing its brand awareness in Thailand and expects growth in revenue this year despite intense competition in the local market, he added.
Haier, in its 13th year of operation in Thailand, has already launched several new products this year, such as water heaters and microwave ovens, to reinforce its strength in the home-appliance market. The company will this year focus more on building brand awareness, marketing activities and public relations, especially through the use of social networks and online advertising.
This year the company has also entered the CAC (Commercial Air Conditioner) market. For technical support of these products, it has also established a CAC training centre to provide product knowledge, installation and after-sale service for its technicians and distributors.
He said he hopes to make Haier one of the top three electrical appliance brands in Thailand within the next three to five years, up from the top six or seven at present.
