首页即时动态海尔泰国增速领先，日韩家电能否改写格局？

海尔泰国增速领先，日韩家电能否改写格局？

来源：家居百科时间：2025年07月07日 10:18

Thailand Appliance Market: The Rise of Chinese Brands Thailand Appliance Market: The Rise of Chinese Brands

Southeast Asia, a region known for its tropical climate, experiences a high demand for white goods. Thailand, as a major economy in the region, has seen an explosive growth in the appliance market. With a large population base and a continuously improving consumer spending power, Thailand has become a battleground for global appliance manufacturers. For a long time, Samsung and LG have maintained a leading position due to their early entry, with a combined market share of over 60% in the washing machine sector, creating a relatively stable market structure.

However, this market structure is gradually being challenged by the deepened布局 of Chinese appliance companies. According to Thai official data, around 2,700 companies invested in Thailand in 2024. In 2025, giants like Haier, Midea, and TCL announced new rounds of investment plans in Thailand, further reinforcing their presence in the Southeast Asian market. In February, Midea announced the establishment of a new regional headquarters in Thailand, complementing its Singapore headquarters for dual hub operations. In June, TCL Smart Home announced plans to invest 680 million yuan in a new refrigerator and freezer production line in Chonburi, Thailand, focusing on supply in the Southeast Asian market. In September, Haier's Chonburi Air Conditioning Industrial Park in Thailand is expected to start production.

This intensive investment has enabled Chinese brands to quickly occupy a niche in Thailand. Among them, Haier has performed particularly well. Data shows that from January to April 2025, Haier's market share in the Thai white goods market reached the top position. As of May, the retail sales growth rate of Haier washing machines reached 72%, the fastest growth rate in the industry.

To further solidify the high growth trend of Haier washing machines, on July 3rd, Haier Smart Home held a new product launch event at the EMSPHERE mall, a trendy landmark in Bangkok, releasing three new high-end washing machine models: L+, Neutron, and X series. These innovative technologies are designed to address local users' laundry and care needs, further strengthening the company's competitive edge in the Thai market.

As the procurement manager of a Thai retail outlet said, "Haier doesn't just pile up technology, but truly understands the Thai users." Among the newly launched products, the L+ series is equipped with AI heat pump drying technology, which can solve the problem of washing large items like comforters. Its "air washing" black technology can provide professional care for delicate fabrics like silk and cashmere, precisely addressing the needs for clothing luxury care in the hot environment of the local climate. The Neutron series integrates a 1.5-meter golden height design for a seamless integration with home aesthetics. The X series achieves inner drum drying within 2 hours through wind cruising technology, avoiding the growth of odors in humid environments. The精华洗 technology can save time, water, and electricity, meeting the local families' demand for energy-saving and healthy living.

Haier's localization innovation is not only reflected in product functions. At the launch event, top Thai designers demonstrated how the L+ series solves the problem of sweat stains for office workers and how the X series efficiently removes household stains through scene-based fashion shows, transforming technical advantages into tangible living solutions and significantly reducing the acceptance threshold for products in the local market.

"Creating user demand, not following demand," is the core logic for enterprises to maintain rapid growth. As L+, Neutron, and other series products are gradually launched, it is worth looking forward to whether Haier can sustain its growth rate in the Thai washing machine market, and whether the "speed increase" of Chinese brands can further evolve into a "market share disruption" under the long-term dominance of Japanese and Korean brands.