Haier Thailand, an arm of Chinese home appliance giant Haier Group, saw its 
sales in the first fourth months of this year increase 29 percent year on year, 
thanks to its product differentiation strategy.

To be specific, sales of its air-conditioning products during the period 
increased by 38 percent, the highest growth rate among all Chinese appliance 
brands in Thailand.

Zhang Zhenghui, president of Haier Thailand Sales, attributed Haier's success 
in Thailand to its localized marketing, active communication with users, and 
product differentiation strategy.

He said that the self-purifying air conditioner is a model for Haier to create 
differentiated products based on local conditions. The sales volume of the 
product in 2018 amounted to 30,000 units, and the company is expected to sell 
100,000 units this year.

At present, the annual production capacity of Haier's white goods in Thailand 
has been 1.5 million units and 40 percent of its products are sold locally, 
while the remaining 60 percent are exported to Europe, Macao, South America and 
the Middle East.

Haier has been in the Thai market since 2002 and it took over a plant from 
Sanyo Electric in 2007, turning it into the largest white goods base, 
integrating manufacturing, R&D and sales in Southeast Asia. Since 2016, Haier 
has achieved rapid growth and sustainable development of its business in 
Thailand.

Photo - https://photos.prnasia.com/prnh/20190531/2483274-1 
(Haier Thailand recently organized a marathon in Bangkok)

While making rapid progress in business, Haier Thailand has paid much attention 
to public welfare undertakings.

Recently, Haier Thailand organized a marathon in Bangkok and donated the 
registration fees worth more than 200,000 baht (about 6,200 U.S. dollars) to a 
foundation focusing children's heart surgery.

SOURCE  Haier

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   Caption: Haier Thailand recently organized a marathon in Bangkok