Haier (Thailand), the leader in global electrical appliance products and innovations, and the world’s number one electrical appliance brand for 15 consecutive years, has unveiled the air conditioning market trend for 2024 during the summer period (from March to May). Experiencing an expansion of over 10%, valued at more than 13,500 million baht, this surge is propelled by several contributing factors. Natural phenomena such as El Niño have precipitated Thailand’s early onset of the hot season, exacerbated by persistent concerns regarding PM 2.5 particles and the coronavirus. Consequently, consumers are seeking solutions to adapt to their evolving lifestyles, resulting in a 12% upsurge in air conditioner sales compared to 2023. Aligning with its strategic blueprint, Haier raises the flag for its UV Cool Premium product line, the latest addition to the acclaimed UV Cool Series, renowned for its contemporary design and cutting-edge innovations, designed to cater to the diverse preferences of every household member. The sales target is ambitiously set to exceed 4.4 billion baht. Furthermore, the recent launch of the advertising campaign ‘BREATHE-LOVED…FOR ALL YOUR LOVED ONES’ reaffirms its stature as a ‘Top of Mind Brand’ among consumers spanning all age groups.
Mr. Dong Jianping, President of Haier Electrical Appliances (Thailand) Co., Ltd. remarked, “The air conditioning market is fiercely competitive and demonstrates an annual growth trend. In the previous year, Haier claimed the leading position in sales volume, surpassing 200,000 units sold, accounting for a 12.3% market share of the air conditioning market, which recorded sales exceeding 1.6 million units. This growth can be attributed to the expanding consumer base and phenomena like El Niño, precipitating an earlier and hotter summer in Thailand this year. Moreover, there is an escalating concern for indoor air quality stemming from issues such as PM 2.5 particles and the persistent presence of coronavirus variants. Consequently, consumers are increasingly inclined towards air conditioner installations in their living spaces. It is expected that air conditioner sales will experience a significant surge during the second quarter, corresponding with the summer season. The company has set a sales target for 2024 exceeding 4.4 billion baht.”
Mr. Dong Jianping further emphasised that based on surveyed data, it is discernible that the key factors influencing air conditioner purchases and the predominant interests of today’s consumers revolve around innovation and cutting-edge technology. These attributes should cater to the needs of every household member, including pets or household items requiring optimal temperatures. Furthermore, there remains a consideration for indoor air quality due to the presence of PM2.5 dust particles, coupled with the importance of affordability and quality ensuring long-term reliability.
In the current year, Haier is forging ahead to reaffirm its leadership in global electrical appliance products and innovations, striving towards the goal and success as the ‘Top of Mind Brand’ in the minds of consumers across every generation. Most recently, it has unveiled a new advertising campaign ‘BREATHE-LOVED…FOR ALL YOUR LOVED ONES’ under the concept of ‘Fulfilling Every At-Home Diversity’. Haier’s air conditioning technology, crafted to elevate every breath you cherish, incorporates functions designed to cater to your loved ones, providing clean air tailored to everyone’s needs, along with promoting the flagship UV Cool Premium air conditioner product. These feature UVC Sterilisation technology, which inhibits 99.99% of bacteria and viruses, positioning it as one of the UV Cool Series products that have expanded product lines from the previous year, from a single model, to meet the growing consumer demand for clean air. In response to the trend of innovation in residential living, additional product lines have been introduced, with the flagship model being the UV Cool Premium in premium black design, integrating cutting-edge technology across all 6 functions.
- UVC Sterilisation: UV-C radiation system technology, an ultraviolet light with a wavelength of 200-280 nanometres, has the property of inhibiting bacteria and the coronavirus group up to 99.991%, certified by Texcell, an organisation specialising in virus research and testing.
- Self-Cleaning: An automated air conditioner cleaning function that can adjust the temperature to decrease until it forms ice inside and then melts to rinse dirt away. Convenient and user-friendly, requiring just a single button press.
- Human Sensor: Detects human movement. If there is no movement after 20 minutes, it automatically enters energy-saving mode.
- Smart Control: Controls the air conditioner’s operation anytime, anywhere when connected via smartphone and tablet through the Haismart app.
- PM2.5 Filter: A fine filter sheet that efficiently captures small-sized dust particles like PM2.5.
- Warranty: Comes with a 5-year unit warranty and 10-year compressor warranty.
“We anticipate that the launch of the new advertising campaign and the latest UV Cool Premium air conditioner model will complement and cater to the diversity of everyone and every life you love. It reflects the ultimate in air conditioning technology, incorporating all the needs of household members into one unit, while expanding opportunities to reach the target audience even more. At the same time, to emphasise the distinctive and outstanding performance of Chinese quality air conditioners on a global level, Haier reaffirms the concept of ‘More Creation, More Possibilities’, the power of innovation and delivering quality products to consumers in every lifestyle and generation for a better living,” summarised Mr. Dong Jianping.
Follow the new advertising campaign ‘BREATHE-LOVED…FOR ALL YOUR LOVED ONES’ starring ‘Boy’ Pakorn Chatborirak on television and social media from Haier.
Interested individuals can stay updated with news, promotions, and various activities from Haier on Facebook: Haier Thailand, Instagram: @haierthailand_official, X (Twitter): @ThailandHaier, and TikTok: @haier_thailand. Alternatively, they can view more product details at https://www.haier.com/th.
