B.Grimm Carrier (Thailand), the marketer of Carrier air conditioners, expects Thailand's overall air-conditioner industry to resume growth of 5-10% in 2023, after three years of contraction during the pandemic.
Pichawat Suwannasri, the company's senior sales manager, said the country's overall air-conditioner market shrunk by 9%, 5%, and 5% in 2020, 2021 and 2022, respectively, mainly due to the country's economic slowdown and shortages of certain parts and semiconductors, which are essential components for the production of air conditioners.
"With a recovering economy, the easing of certain parts and semiconductor shortages, the government's enticing investment incentives and the country's reopening to international tourists, we feel confident that Thailand's 40-billion-baht air-conditioner market will improve and resume growth of 5-10% this year," said Mr Pichawat.
The "Shop Dee Mee Khuen" tax rebate scheme, under which consumers can claim up to 40,000 baht in tax deductions for goods and services purchased between Jan 1 and Feb 15, will also help to stimulate air-conditioner shopping sentiment, he added.
According to Mr Pichawat, although the weather in January was quite cool, sales of Carrier air conditioners increased during that month by 20% year-on-year.
He said based on the company's past experiences, the period of hot weather would be longer this year if the weather was cool in January.
"With these supporting factors, we are confident that the overall air-conditioner market in the country will become more active this year while competition is also expected to be fiercer with valuable new features, a price-cutting strategy, along with promotional campaigns," he said.
Boosted by a positive market outlook, the company plans to spend 150 million baht this year on marketing to promote its products.
"Rising electricity costs have prompted consumers to change their mode of living to prioritise saving energy," Mr Pichawat said. "Carrier, as an expert in energy-saving innovation for air conditioners, will launch energy-efficient innovations and technologies, as well as multiple functionalities to better serve the diverse requirements of customers, focusing on inverter air conditioners and smart products to fit with consumers who are growing interested in enjoying greater convenience in life through the use of smart technology."
In addition, the company has partnered with Walt Disney Thailand to jointly develop a special-edition wall-type inverter air-conditioner model for the market.
The special-edition model is covered with Disney characters such as Mickey Mouse, and characters from Frozen and Ironman. Moreover, it hired the actress Urassaya "Yaya" Sperbund and the actor Thanapob "Tor" Leeratanakajorn as brand presenters to build awareness among Thai consumers.
B.Grimm Carrier Thailand expects its sales to grow by 15% to 10.3 billion baht this year.