On March 29, according to relevant reports, Haier Electric (Thailand) announced that it will invest more than 1.2 billion baht in 2026 to accelerate business expansion and promote the brand’s global upgrade.
This move focuses on the layout of sales channels, technological innovation and smart home product structure, reflecting the accelerated transformation of Thailand’s home appliance market from basic functions to intelligence, energy saving, and whole-home interconnection.
Dong Jianping, general manager of Haier Electric Appliances (Thailand) Co., Ltd., said that although the company will face economic pressure and the challenge of not fully recovering consumption power in 2025, changes in consumer behavior have become an important driving force for the company’s growth against the trend.
In particular, consumer demand for AI technology and health functional products has increased significantly.
The company’s total revenue will reach 11.23 billion baht in 2025, with a market share of 14%.
Among them, air conditioning is still the core business, achieving revenue of 4.6 billion baht and ranking first in sales.
Other categories also performed well: refrigerator revenue was 2.2 billion baht, a year-on-year increase of 39%; washing machines were 1.54 billion baht, a year-on-year increase of 23%; freezers were 1.1 billion baht, a year-on-year increase of 23%; TVs were 760 million baht, a year-on-year increase of 51%; water heaters were up 52%.
These data show that the market is not shrinking across the board, but is shifting to high value-added products.
In 2026, the company’s target revenue is 14 billion baht, a year-on-year increase of 25%.
Its core strategy includes many aspects.
In terms of expanding the sales network, it plans to invest 1.2 billion baht in increasing dealer outlets, modern retail channels and online platform construction to broaden sales channels and allow more consumers to have access to Haier products.
In terms of products, the company has increased the proportion of high-end products and launched more than 50 new products based on the concept of “AI smart life” to realize the interconnection of air conditioners, refrigerators, washing machines, TVs and other products, creating a more intelligent and convenient home life experience for consumers.
In the commercial field, the company has also increased its efforts to expand, especially the commercial air-conditioning business, which is expected to grow by 40% to comply with the recovery trend of the service industry and real estate market.
Dong Jianping pointed out that Thailand is still an important strategic market for Haier in the ASEAN region.
Future development lies not only in increasing sales scale, but also in building Thailand into a regional growth center through continued investment, market expansion and AI smart home solutions.
From a more macro perspective, Haier’s layout shows that although consumption power is still fragile, “new demands” are opening up a new round of competition.
This competition is no longer just about short-term sales, but about who can occupy the consumer home scene in the long term.
This series of measures taken by Haier Electric (Thailand) is expected to achieve greater breakthroughs in the Thai home appliance market and lay a solid foundation for its global development.
