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Haier achieves 31% growth in first half of 2020, prepares to expand smart home appliances business to satisfy new-normal consumers

Bangkok 17 July 2020 – Haier, the world’s No. 1 home appliances brand for 11 consecutive years, has met the 31% sales growth target in Thailand in the first half of 2020. It is expanding presence in the smart home market with various products including air-conditioners, refrigerators and washing machines, along with the Smart Sharing AC campaign to meet the demand in the home appliances market amidst the Covid-19 pandemic. The company aims for a 34% growth in the latter half, in sales worth about 2.63 billion baht.

The Covid-19 pandemic has dramatically changed consumer behavior. Consumers now have new expectations from brands and mainly consider prices and quality before making purchases. This challenge has driven Haier to adjust to the situation while planning ahead for the unexpected, resulting in its proactive business approach to suit the new normal.  

At today’s Haier Press Conference 2020, Mr.Zhang Zhenghui, President of Haier Electrical Appliances (Thailand), said: “Haier expects continuous success this year, with estimated total sales revenue of 6.205 billion baht, up 38% from 2019. This total revenue comprises 2.94 billion baht from home air-conditioners, up 21% from last year; 1.16 billion baht from refrigerators, up 45%; 835 million baht from washing machines, up 37%; 590 million baht from freezers, up 41%; 365 million baht from commercial air-conditioners, up 45%; and 322 million baht from other products, up 65%. We will further extend our market share actively in the latter half of this year to achieve our annual sales target.”
As part of the marketing strategy for the second half of 2020, Haier will continuously introduce new products with strengths in quality, design, innovation and unique functionality in order to meet diverse consumers’ needs. It also provides cutting-edge products in the Haier Smart Home range for modern lifestyles. A marketing budget of 170 million baht is earmarked for boosting brand awareness and sales both through online and off-line channels, as well as increasing marketing channels, penetrating the B2B segment, revamping distributors’ shops, and improving pre- and post-sales services.
“Despite the coronavirus impact on consumers’ purchasing power, Haier still enjoys continued sales growth, especially for air-conditioners and refrigerators. I think it is highly possible that we can reach the annual sales growth of 38% to a revenue of 6.205 billion baht this year,” Mr Zhang said.
For the air-conditioner category, Haier previously introduced the Smart Sharing AC campaign providing air-conditioners for homes with usage charge of four baht per hour, free installation service and post-sale service. If the air-conditioner is used for 5,200 hours within three years, the user will get to own it for free. The campaign utilises Advanced Info Service (AIS)’s NB-IoT technology which automatically connects the air-conditioners to the NB-IoT network nationwide without the need for Wi-Fi connection or SIM cards, and usage data will be recorded and sent to the Smart Sharing AC mobile app, allowing users to control and check on their air-conditioners from anywhere through a smartphone. They can change settings, power on/off, adjust wind direction and temperature, as well as ask for maintenance service through the app.
Haier has developed the Self-Cleaning technology for air-conditioners, enabling them to self-clean within 20 minutes, and the Self-Purifying technology using the IFD filter capable of filtering 99.99% of dust as tiny as 0.3 micron which is eight times smaller than the PM2.5 particles. In 2020, Haier has stepped up its innovation with the development of the Self-Hygiene technology, using silver nanoparticles coating to protect air-conditioners from bacteria and fungi, and the Hyper PCB electronic board to protect against unstable power stream, humidity and certain insects, making air-conditioners more durable and energy-saving.
The company has also unveiled the HRF-MD758 smart refrigerator in the IOT Smart Series, featuring a large touchscreen interface, voice-controlled virtual assistant, and Food Manage function for food listing and management. Inside the refrigerator there is the Ultra Cam to enable stock checking via the screen or smartphone. Users can also order food from online groceries while being entertained by YouTube and Facebook, and cooking will be never be boring again thanks to the Internet of Things (IoT) technology. 
There was also the Ice Bar or living room refrigerator LC-132 which is elegantly designed and made of premium materials. Its top shelf is for wine storage, made of beech wood to reduce vibration and maintain the true taste of wine. The middle shelf is for raw food ingredients. There is a drawer with the Humidity Control System (HDC) for vegetables and fruit, and an independent enclosed space called Multi-Zone with three adjustable temperature levels: 4°C for breast milk, 5°C for dried tea leaves, and 0°C for drinks.
Also introduced was the Self-Cleaning top-loading washing machine equipped with the Smart Ball technology capable of removing 99.9% of dirt and impurities in every wash; the Direct Motion motor delivering quiet, smooth and energy-saving operation; and a control panel at the top back for convenient use. Sporting an elegant design, the Self-Cleaning washing machine comes with optional 13-kilogram or 14-kilogram drum capacity, available from July 2020 onwards.  
Another new product was the Android Smart AI TV which can be connected to security system devices such as surveillance camera and doorbell, and is able to control the power system.
“For the remaining months of 2020, Haier will focus on integrated marketing approach covering both online and off-line. This includes launching more TV commercial for our refrigerators, continuous brand awareness promotion through our brand ambassador, enhancing positive brand image through Haier Brand Shops now located in Bangkok and Khon Kaen, expanding sales channels and B2B opportunities, renovating our distributor shops and seeking new marketing opportunities, to enable Haier’s business to keep growing,” said Mr Zhang.

About Haier Group
Haier is one of the world's leaders in electrical appliances and innovation with seven brands under its umbrella: Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA and Candy. It also ranks No.1 in Global Major Appliances Brand Market Share, according to the world's leading business intelligence firm Euromonitor International, for the last 10 consecutive years (2008 to 2018). In 2017, the company yielded global revenue of US$ 36.6 billion and profit of US$ 4.54 billion. Currently, Haier has 14 research and development centres, 25 industrial estates, 122 factories, and 106 sales offices worldwide. On the 2012 world's 50 Most Innovative Companies list published by the Boston Consulting Group, Haier was the only Chinese company ranked in the top 10. In 2015, Mr. Zhang Ruimin, CEO of Haier Group was named one of the World's Best CEOs by the Best Practice Institute (BPI). Haier is also listed in the 2017 World's 50 Most Influential Brands by World Brand Lab, and the only IoT ecosystem brand ranked in the 2019 Brandz Top 100 Most Valuable Global Brands.

In Thailand, the company is committed to providing home appliances for better quality of life and meeting the lifestyles of the new generation by transforming into an appliance brand that also offers smart home experiences. Haier products in Thailand include refrigerators, washing machines, air-conditioners, freezers, TVs, water heaters and kitchen appliances.