Haier, the number-one global home electrical appliance brand for 14 consecutive years from 2009 to 2022, is internationally recognised as a committed innovator that is continuously developing electrical appliances to meet the lifestyles of the new generation.
At the annual Haier press conference on April 10, 2023, under the theme “Inspire Future Dreams,” Mr. Zhang Zhenghui, Chief Executive Officer, Haier Southeast Asia, shared the company’s view of the outlook, challenges and opportunities in Thailand’s electrical appliance market in 2023.
“In the first quarter of 2023, the Thai market didn’t look too good due to a lot of competition and customer demand shifting toward more mid- to high-end products,” he said. “However, their needs have not reached the level of what the market and latest technologies have to offer. Therefore, the challenge to find ways to make customers understand and be attracted to our products is truly a golden opportunity. As such, we are very keen on researching and satisfying the needs of end users and developing products and brands that they trust.”
At the press conference, several smart products were launched, including new UV Cool Series air conditioners that come with “UVC Sterilization” technology that effectively inhibits up to 99.99% of Covid-19 pathogens. The technology has been tested by Texcell, a world-class institute, and certified for safety by the Office of the Consumer Protection Board of Thailand. Also launched were revolutionary Self-Cleaning Series washing machines where every cycle is covered by self-cleaning and the first and only “Smart Ball Cleaning” technology removes up to 99.99% of dirt.
Mr. Zhang stressed Haier’s mission to innovate home electrical appliances for better well-being of consumers that accurately meet various needs amid rapid changes in consumer behaviour trends around the world.
“Our commitment to prioritise our customer needs has brought Haier products to the number one position in the home appliance section and made Haier a globally trusted brand. When we first came to Thailand, we focused on understanding Thai customer behaviour, culture, and preferences. We started developing our products accordingly, earning trust in our brand and products so that customers want to come back and buy more.”
“For example, we recognise that, unlike Chinese consumers, Thai people like to clean their air conditioners which is a hassle when people have to come to the house. So we are proud of the fact that over 100,000 of our self-cleaning air conditioner, first launched in 2017, have been sold that practically address the cleaning difficulty faced by our Thai customers.”
The Haier Southeast Asia CEO further expanded on the company’s multi-brand strategy to satisfy the various needs of Thai customers going forward.
“The flagship Haier brand covers all segments, from working age couples to families looking for quality electrical appliances at accessible prices. With this in mind, we are marketing the Casarte luxury electrical appliances brand originating from Italy which we launched in Thailand at the end of 2022. Targeted at our high-end groups, Casarte is highlighted by cutting-edge technology and superior design that turns electrical appliances into works of art. We are also marketing the Candy brand, a renowned Italian household appliance brand aimed at younger generations and online customers.”
To ensure that its products meet the specific needs of consumers in Thailand, Haier is providing a completely fee-free guarantee with no extra charge for technicians or travel expenses up to five years for all electrical appliances and ten years for inverter compressors.
“In the near future, we will be developing and expanding our product lines for our Thai customers, especially new brand mid- and high-end products. End users have always been at the heart of our work and we will do everything to ensure that our products and services give the best experience for our customers,” concluded Mr. Zhang.