Bangkok--5 Apr--Chai PR
Haier Thailand foresees the more intense competition in air conditioner market this summer. With this in mind, Haier has consistently developed innovative products; and now comes the launch of 'Ultimate Cool', a new model of Haier's air conditioning product. The Ultimate Cool air conditioner boasts for the quick-cool system that is able to lower the 4-degrees-Celsius temperature in just one minute. Haier expects that the new product will yield a 15-percent increase of total revenue or 800 million baht during this summer period, while continuing the brand awareness creation with the family-relation-promoting viral clip on social media that is expected to gain three million views at the end of the third quarter.
Mr. Yang Xiaolin, President of Haier Thailand revealed, "The climatic prediction indicated that there will be an El Niño during this March and April when the weather will get hot earlier than ever. And, it is not surprising to see the more intense competition in the air conditioning market with a wide variety of sales strategies from all brands. So, this is the golden opportunity of the year to launch new model of air conditioners to gain more market share in these few months. And, we expect to gain more revenue compared to corresponding time of last year."
"This year, Haier has invested over 300 million baht. Part of the budget will increase 30% of the air conditioner production capacity to serve the demands of both domestic and international market. Although the economic situation nowsaday affects people's spending decision, the overall weather condition and the need of air conditioner among Thai people is still positive factor for our growth. Also, the government's Ban Pracharat Housing project, together with investment from private sector will help boost the growth in the air conditioner market by 10-15 percent, an increase from the last year."
Haier has put great emphasis on new product development as the company's core strategy. As of this year, the 'Ultimate Cool' series is launched with four new models, including HSU-10VNQ03T (10,000 BTU), HSU-13VNQ03T (13,000 BTU), HSU-18VNQ03T (18,000 BTU), and HSU-24VNQ03T (24,000 BTU), all models are equipped with inverter system. Outstanding features of the Ultimate Cool series are as follows. Fast cooling: Turbo Technology will lower the temperature faster – 4ºC lower in just one minute. With this technology, the cooling system will work 47% faster than general models. Healthy: the Blue Fin Clean System is the coating that helps reduce humidity, dust deposition, and drops on the condenser coil, thereby enhancing functional efficiency and durability. Saving: The DC Inverter technology helps save energy by 63% compared to the normal model. Lower noise with only 22dB. Warranty: It is the first air conditioner with five-year warranty for case, compressor, and parts. The Ultimaet Cool is specially developed to satisfy every requirement of customers in all areas, be it, the innovative function or simple yet elegant design.
Haier Thailand expects to be a big players in the air conditioner market this summer. There is also the marketing campaign, Haier Hot Summer Hot Sale, where a variety of Haier products are on sales with special promotion of 0% interest for installment payment for maximum 15 months, plus the 2,000 baht cash back. This campaign is said to boost the company's revenue up to 15% during this summer period compared to last year, accounting for a total revenue of 800 million baht," said Mr. Yang.
Mr. Yang also mentioned that this year will be a further move of Haier's branding strategy, focusing on marketing plans that differentiates from competitors. Recently, Haier has seen the great success from its online viral clip with the Secret of Little Monkey' The clip, presenting a lovely monkey and the Haier family's close relations, has connected customer network on social media and promoted good image of Haier brand. The success of the campaign was proved by 1 million views within two weeks.
"Regarding the 2016 business plan, Haier still lays great importance on creating brand awareness through a series of marketing initiatives and product promotion, for example, roadshows to different dealers nationwide, cooperation with public and private sectors for CSR activities, and providing lecture in educational institutes. We aims to develop quality products to meet customers' requirements and satisfaction, leading Haier to be a brand of choice among customers," said Haier Thailand's president.