Bangkok--14 Jun--Chai PR
Haier Thailand aims to go higher still after bringing in over THB 800 million for the first 5 months of 2012, expecting revenue to surpass THB 1,630 million by the end of the year. At Haier Simply Care event where “Care Series” products were highlighted as the star of the party, the company vowed to expand customer base, secure brand trust and loyalty, and strengthen its reputation as a top quality appliance manufacturer.
Thailand’s electrical appliances market is expected to grow nearly doubled this year as the field remains as highly competitive as ever, Mr. Wu Yong, Managing Director of Haier Electrical Appliances (Thailand) Co., Ltd, the manufacturer and distributor of Haier household appliances, speculated. The global brand from China, which is the world’s top seller of household appliances for the fourth consecutive year, had steadily established brand trust and loyalty among Thai customers ever since it had entered the Thai market 10 years ago. Haier’s accumulative sales revenue from January to May 2012 is THB 800 million.
“To mark Haier’s 10th year of business in Thailand, we are hosting the “Haier Simply Care” event not only to celebrate the significant milestone but also to reveal our newest products such as the Care Series and side-by-side refrigerators, as well as more than 50 other items. With the proficiency of our revered Research and Development teams backed by the strong support from all other Haier departments, the customers can rest assured that our innovative appliances, especially the aforementioned Care Series, are all designed and developed with the latest technology to meet the specific needs and support all the lifestyles of modern day living. Haier products are also created with great respect to the environment, using components that are reusable and recyclable. On top of it, we insist on giving back to the customer by offering 3 year warranty for all parts.”
Mr. Wu Yong stated that the focal feature of Haier refrigeration products remains its modern functions and chic design. Last year Haier sold over 100,000 units of refrigerators, thanks to the debut of Care & Cool Series early in the year. As for the first 5 months of 2012, refrigerators have already generated 350 million baht or 40 % of all sales revenue. The company expected to see another big surge in sales figure after the new models of side-by-side (with trendier and more stylish design) and Care & Cool series (available in new sizes: 17.7 and 19 Cubic ft., with water dispenser at the outside of the door) hit the stores.
For air conditioning products, the new models are guaranteed to save energy and leave as small a carbon footprint as possible, as Haier takes this mission as a part of its brand image and corporate social responsibility. The company also shows absolute confidence in the quality of its products with an offer of 3 year warranty. This year’s new series under the “Care” concepts is the sleek yet classically elegant Care & Cozy. The model would be advertised with a slogan “Choose the new standard of air conditioner, Choose Haier” since it was the first air conditioner in Thailand that won the new No. 5 energy efficiency label of 2012 with Energy Efficiency Ratio (EER) of no less than 11.6. The January to May 2012 sales revenue for air conditioners (approximately 300 million baht) account for 35 % of all Haier’s returns between said period.
Mr. Wu Yong then commented about Haier’s laundry products that consumer insight — their needs and preferences — was currently the main focus for this product category. The company’s latest washer “Care & Clean” series, as advertised on free TV channels, stands out with its 3D Water Spray technology that enables deeper cleansing; Air Dry system that ensures quick moisture removal; Continual Rinse function that gets rid of detergent residual more efficiently; and the 8 automatic programs that adjust water input levels to suit different kinds of garment. Customers will enjoy 3 year warranty on parts and 5 year warranty for motor. As we have now entered the rainy season which is usually the high season for washing machines, Haier anticipates that the new models would do exceptionally well. During the first 5 months of 2012, the laundry products had generated 120 million baht revenue or 15 % of all returns.
For 2012, Haier is expecting to achieve THB 1,630 million in sales revenue, a certainly moderate goal considering it has already surpassed last year’s earnings of the same period. The company’s annual income is speculated to grow at least 30 % by the end of the year, concluded Haier Thailand’s managing director.
About Haier Group
Haier is the No. 1 home appliances brand in China and a leading manufacturer of IT goods such as laptop computers and mobile phones. Founded and headquartered at Qingdao, China, since 1984, Haier products are currently distributed in all the big markets in North America and Europe. The company has production bases in many regions around the world such as Japan, Hong Kong, China, Jordan, Pakistan, as well as USA, where the brand’s most up-to-date high-tech manufacturing facilities are situated. In USA, the group has established Haier America Trading Company based in New York, a design, research and development center in Los Angeles, and American Haier Industrial Park in South Carolina.
The company’s production base in Thailand, located at Kabinburi district in Prachinburi province, is Haier’s largest manufacturing facility in South East Asia. The products are both for domestic sales and international markets such as Australia and other South East Asian countries including Malaysia, Indonesia, Vietnam, and the Philippines.
Haier ranks at #1 in Global Major Appliances Brand Market Share, for refrigeration and home laundry appliances as well as overall household appliances, according to the world’s leading business intelligence firm Euromonitor International, in 2008, 2009, 2010, and 2011.