Thailand air-conditioning market statistics show that among the top 10 air-conditioning brands in the market, Chinese brands have only Haier. Haier Air-conditioner is also the only Chinese air-conditioning company that has a factory in Thailand. From the TOP10 ranking, 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 trinity localization, and other Chinese air-conditioning companies still export a large number of OEMs. Mainly, a small amount of sales of independent 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 Southeast Asia's air-conditioning capacity, and is the second largest air-conditioner market in Southeast Asia. It is also the world’s second largest producer and exporter of air conditioners. Therefore, all home appliances brands in Southeast Asia will preempt the Thai market. 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. Taking localized manufacturing as an example, if the main brand is self-owned, Chinese enterprises will need to start from 0. It is necessary to build a perfect 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. The result is that Chinese home appliances are selling very hot in China, but they are hard to find in foreign countries. Export OEM has not brought brand awareness enhancement. It has long formed a vicious circle of 'Dare to go out'. However, it is certain that it is related to products. Different exports, the brand 'going out' is a strategic investment of Chinese home appliance companies, all companies must start from 0. Although this kind of brand creation is difficult, it must be able to endure loneliness and 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, pioneered this new market with 'Haier brand', built a Thai air-conditioning factory in 2009, and built a perfect localized R&D, manufacturing and marketing trinity. System. Different paths bring different market results. Haier air conditioners from the first few product models to home, commercial products, is the only Chinese brand face that broke the Japanese and Korean monopoly pattern and reached the list.
'One-on-one' gives Haier an exclusive name 'T-Haier'!
In Thailand, Haier air-conditioning is based on interactions with users, localized manufacturing, localized R&D, and localized marketing practices to implement a one-on-one model, gaining recognition from local users and customers, and thus having 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 that time, the Thai market included Japanese and Korean brands, and they all promised only one year warranty. This innovation is not only To subvert the perceptions of Thais, it also stimulates peers to follow up, and pushes up product quality and service standards.
Compared with Japanese and Korean brands that entered the Thai market with a single product model, Haier Air-conditioning provided local users with a differentiated solution. Around 2013, a Japanese refrigerator can be sold in the Thai market for another five or six years. And now, Haier is launching a full range of products into the Thai market, and the high-end transformation has also achieved initial success. From the past popular product upgrades to variable frequency self-cleaning, Yunding new living room air conditioners, magnetic levitation and other Haier smart home air solutions. Especially self cleaning, It is listed in Thailand and is also fully promoted in Southeast Asia. An interesting phenomenon also explains the important reason why Haier's other Chinese brands enter Thailand market is very small. Because in Thailand due to energy shortages, 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. The full range of Haier's full range of variable frequency air conditioners has achieved the advantages of a 5-star requirement, which enables it to be able to operate 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 laboratories. At present, Haier Air Conditioning has Thailand, Vietnam's two major manufacturing bases, two major air-conditioning R&D labs and eight marketing network channels, covering the entire Southeast Asian market. Based on the Trinity layout, Haier Air Conditioning ranks in the Thai market China's own brand first, Haier and AQUA dual brand in the Southeast Asian market ranked first in Chinese-owned brands.
In addition to Thailand, Haier Air Conditioning also displayed a global transcript. In Russia, Cyprus, Malta, Pakistan and other countries to achieve market first, in India, Thailand, the United States and other countries have become China's own brand first, to become global air-conditioning Champion, set up a brand model for Chinese home appliance companies.