Haier, the Chinese consumer electronics and home appliances company, has invested 400 million baht to set up a regional commercial air-conditioner training centre in Thailand to cash in on the robust Asean market.
The centre, Haier's first outside China, is located near its plant in Prachin Buri's Kabin Buri district, where the Chinese manufacturer makes refrigerators, washing machines, air conditioners and freezers for sale locally and abroad.
Yoshiaki Ito, president and chief executive of Haier Asia Co, said the establishment of the centre in Thailand reflects Haier's commitment to continued investment in Asean, especially for commercial air-conditioner products that have strong demand in Myanmar, Laos and Cambodia.
The investment is also part of the plan to boost sales of Haier in Asean to US$1 billion in the next five years.
Last year it posted Asean sales of $500 million.
The 400-million-baht budget will also be used for product development of air conditioners and refrigerators, he said.
Mr Ito said all management levels of Haier in Asean members will come to the centre to be trained in sales, service and installation.
"We've built the training hub here because Thailand is located in the centre of Asean. It is full of business opportunities and potential in many aspects, including research, production and as a market for home appliances," he said.
Haier set up business in Thailand five years ago after using local distributors here for a decade.
Products from its manufacturing plant in Kabin Buri are not only for the domestic market but are also exported to Japan, the EU, Australia, South America and Asean members, notably Myanmar and Laos.
"Our brand recognition is getting stronger among consumers in Thailand and Malaysia," said Mr Ito, who was in Thailand to join the opening of the training centre on Wednesday.
He said that after the establishment of the centre, the company would aggressively expand sales of commercial air products in business-to-business and business-to-government deals.
Mr Ito plans to visit Myanmar next month to seal a business deal with a local partner for the distribution of Haier products in the country.
He also intends to visit Vientiane, where Haier aims to sell personal computers and gadgets such as talking dictionaries on the Laotian market.