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Haier Reveals Satisfactory Performance
Prepares to Launch Innovative Products to Strengthen Consumer’s Confidence
Haier revealed its 2015 performance which saw a 16% growth and ฿2,200 million in revenue. The company plans to launch innovative products to strengthen consumer’s confidence in its brand while opening up new communicational channels like facebook fanpage with more than 16 million views a month.
Mr. Yang Xiaolin, President of Haier Thailand said that Haier enjoyed a satisfactory performance in 2015 with higher-than-target growth in several product lines. With 16% growth, the total revenue of
฿2,200 million is divided into ฿830 million from air-conditioners, ฿620 million from refrigerators,
฿270 million from freezers, ฿230 million from washing machines, ฿230 million from television sets and ฿20 million from other products. Major earners include refrigerators, air-conditioners, washing machines and freezers.
“For this year, we will launch innovative products in many categories such as air-conditioners, refrigerators, freezers, television sets and washing machines. We will strengthen both the product lines and network of operation, including dealers and service centers around the country with an emphasis on building brand awareness and closer relationship with Thai consumers. The target set for this year is the same as last year’s because of the unfavorable impact from the economic situation,” said Mr. Yang Xiaolin.
Haier product lines will be reinforced, starting from air-conditioners. The new VNQ series with inverter system will feature trendy design with better quality and more energy efficiency to offer consumers high quality product at a reasonable price.
With last year’s introduction of double-door inverter refrigerators ranging from 8.6-20.1 cu.ft., Haier now has a complete range of single and double-door models. This year, Haier will launch five more models of Side-by-Side refrigerators from economic to hi-end models with luxurious design and inverter system.
For freezer, there will be four models with Double Freezer system ranging from 10-25 cu.ft. It can function as a freezer and a refrigerator to answer to the multiple needs of modern consumers. With the consumer’s trend that prefer larger capacity freezer, Haier will also launch models with larger sizes.
In the TV category, Haier will introduce Android TV with sizes starting from 43”. It comes with Android OS, which has an advantage in downloading countless apps from the Google Play Store like all smartphones. It can connect to smartphones and tablets for screen mirroring display which provides consumers with the ultimate convenience.
For washing machine, Haier will launch a large capacity two tub model with 18 kg washing tub and 14 kg dryer complete with rain shower system to reduce residue. A complete line of top loading models with glass cover ranging from 8, 9, 10, 12 to 14 kg capacity will be available for different needs of consumers.
Mr. Yang Xiaolin said that last year marked Haier’s first serious venture into the commercial air-conditioning market, starting with the opening of the Regional Air-conditioning Training Center within the vicinity of the air-conditioner factory. The center provides training in various aspects such as product knowledge, the use of program to calculate the optimum use of air-conditioners for a building, product installation and after sales service. More than 300 technicians and contractors have received training and many real estate owners have chosen Haier’s MRV products for their projects. These factors contribute to the company’s 16% growth last year. Haier will continuously expand the market for its commercial air-conditioning products this year.
Mr. Yang Xiaolin emphasized that “Customer’s impression on the Haier brand is very important. We are trying to build consumer’s confidence in our brand, products and services by answering their needs. We communicate with them through modern communication channels such as a fanpage in Haier Thailand facebook, which provides knowledge on the brand, products, as well as tips and tricks. The number of fans has increased from 20,000 at the beginning of last year to 300,000 at present. The Haier page has more than 16 million views from facebook users in Thailand each month. These customers share their opinions in the products and services as well as experiences in using Haier products. It helps to get us closer to our valuable customers.”
“Apart from online communication, we also have many offline activities such as participating in numerous trade fairs, raising awareness through various communication tools and collaborating with the public and private sector to organize CSR activities.”
About Haier Group
Haier is one of the world’s leaders in products and innovations for the well-being with a mission to create home appliances that can answer the ever-changing needs of consumers in more than 100 countries around the world. With revenue of US$32.09 billion and profit of US$2.4 billion in 2014, Haier is considered the world’s largest manufacturer of home appliances, considering its market share.
It also ranks at #1 in Global Major Appliances Brand Market Share, according to the world’s leading business intelligence firm Euromonitor International, for 6 consecutive years: from 2009 to 2014.
On the 2012 world’s 50 Most Innovative Companies list published by the Boston Consulting Group, Haier was the only Chinese company in the top 10. In 2015, Mr. Zhang Ruimin, CEO of Haier Group is regarded as one of the world’s Best CEOs by Best Practice Institute (BPI). Haier is also listed in the 2015 World Brand Top 100 by World Brand Lab.
Haier Electronics Group Co., Ltd. is listed in the Hong Kong Stock Exchange (HK: 1169) and Qingdao Haier is listed in the Shanghai Stock Exchange (SHA: 600690).
Haier started to study Thai market in 2002. Then in 2007, Haier took over Sanyo Universal Electric Public Company Limited and renamed into Haier Electric (Thailand) Public Company Limited. Then Haier Electrical Appliances (Thailand) Company Limited had been established as an own trading company. As a result, Haier had R&D, manufacturing base and trading company in Thailand followed 3 in 1 strategy.
Haier Group in Thailand has opened the Regional Air-conditioning Training Center within the vicinity of the air-conditioner factory. Haier products in Thailand include refrigerators, washing machines, air-conditioners, freezers, TVs, water heaters and microwave ovens.