Thailand air-conditioning market statistics show that in the top 10 air-conditioning brands in the market, Chinese brands have only Haier on the list. Haier air-conditioner is also the only Chinese air-conditioning company that has a factory in Thailand. From the TOP10 rankings, Daikin, Samsung, LG, Mitsubishi Electric and other Japanese and Korean air-conditioning brands all have factories in Thailand, and their localization is firmly established. Among Chinese brands, only Haier has factories in Thailand to realize the trinity localization, and other Chinese air-conditioning companies still rely mainly on a large number of OEM exports, and sell a small amount of their own brands. It can be said that Haier is the most complete brand of globalization in China's home appliance companies.
According to the data, Thailand accounts for 20% of the air conditioning capacity in Southeast Asia. It is the second largest air-conditioner market in Southeast Asia, and also the second largest air conditioner producer and exporter in the world. Therefore, all home appliance brands entering the Southeast Asian market will occupy the Thai market first. Here, Japan and South Korea have a monopoly on brands for 40 years. They not only build local chemical plants, but also have a high level of audience acceptance.
As a latecomer, Chinese household electrical appliance companies have faced difficulties in entering the Thai market. In terms of localized manufacturing, Chinese enterprises need to start from 0 if they are to use their own brands. They must establish a sound sales and marketing network and a localized service team. The current status of the market is that Chinese brands have low awareness, and there is no corresponding supporting channel and service support for the construction of the plant. It is difficult to form a sales scale at the local level. It is not wise for some Chinese companies to do so.
Their usual approach is to export OEM instead of creating a brand. Although the export volume of each brand is comparable, its own brand share is negligibly small, and it is classified as “others†in the brand share statistics of the Thai market. As a result, Chinese home appliances are selling very well in China, but they are hard to find in foreign countries. Export OEM has not brought brand recognition to a higher level. In the past, it has formed a vicious circle of “not dare to go outâ€. However, it is certain that, unlike product exports, the brand “going out†is a strategic investment for Chinese home appliance companies. All companies must start from 0. Although this kind of brand creation is difficult, it must endure loneliness. Slowly develop in the right direction.
Haier air conditioning chose the most difficult road to brand creation. In 2002, it took the lead in exporting to Thailand and opened up this new market with the “Haier†brand. In 2009, it built a Thai air-conditioning factory and built a perfect trinity system of localized R&D, manufacturing and marketing. Different paths brought different market results. From the initial product models to the home and commercial products, Haier Air-conditioner was the only Chinese brand face that broke the monopoly of Japan and South Korea and reached the list.
"One-man-one-in-one" allows Haier to have the exclusive name "T-Haier"!
In Thailand, Haier air-conditioning is based on the interactive relationship with users. Through localized manufacturing, localized R&D, and localized marketing practices, the company has achieved the recognition of local users and customers, resulting in a Thailand's exclusive name - "T-Haier (Thailand, Thailand)".
In 2010, Haier Air Conditioning made a "three-year warranty" in Thailand to make Thai consumers realize that "Haier is a quality-guaranteed brand." At the time, the Thai market included Japanese and Korean brands, and they all promised a one-year warranty. This innovation not only subverts the perception of the Thai people, but also stimulates peer follow-up, which in turn pushes up product quality and service standards.
Compared with the Japanese and Korean brands entering the Thai market with a single product model, Haier air conditioners provide local users with differentiated solutions. Around 2013, a Japanese refrigerator can be sold in the Thai market for five or six years. Now, Haier is launching a full series of Thai market, and the high-end transformation has also achieved initial success. From the past, popular products have been upgraded to Haier smart home air solutions such as variable-frequency self-cleaning, Yunding new living room air conditioning and magnetic levitation. In particular, self-cleaning, in addition to listing in Thailand, is also fully promoted in Southeast Asia. An interesting phenomenon also explains the important reason why Haier's other Chinese brands enter the Thai market in a very small amount. Because in Thailand due to energy shortages, the local requirements for imported products must be a 5-star energy efficiency rating, but there are not many Chinese brands and product models that are in compliance. Haier's full range of variable frequency air conditioners achieves the advantages of a 5-star requirement to enable it to perform in the Thai market.
In Jiabin Buri Industrial Park in Thailand, Haier is also the only Chinese household appliance brand. This is to quickly meet the needs of Thailand, the Middle East and other markets, and provide differentiated solutions. Therefore, Haier has also built the only central air conditioner in the country. DCS training room and air conditioning lab. At present, Haier Air Conditioning has two manufacturing bases in Thailand, Vietnam, two major air-conditioning R&D laboratories and eight marketing network channels, covering the Southeast Asian market. Based on the Trinity layout, Haier Air-conditioner ranks first in China's own brand in the Thai market, and Haier and AQUA double-brands rank first in the Southeast Asian market.
In addition to Thailand, Haier Air Conditioning also showed a global transcript. In Russia, Cyprus, Malta, Pakistan and other countries to achieve the market first, in India, Thailand, the United States and other countries have become the first independent brand, become the champion of the global connected air conditioner, for China's home appliance companies set a "create brand model."
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