Mitihoon — Haier (Thailand), a global leader in home appliance innovation and the world’s number one home appliance brand for 17 consecutive years, is moving ahead with an aggressive market strategy in 2026, backed by an investment budget of over THB 1.2 billion. The company plans to expand its nationwide distribution network by more than 300 locations, spanning showrooms, dealers, and modern trade channels, to enhance accessibility for consumers across the country. At the same time, Haier is introducing a new lineup of over 50 AI-powered products across all categories, aiming to advance its Smart Ecosystem by seamlessly connecting every aspect of daily living. The company will also continue strengthening its brand presence in Thailand through ongoing marketing initiatives, while advancing toward its goal of becoming a sustainable global brand. Haier targets 25% revenue growth in 2026, reaching approximately THB 14 billion.
Mr. Dong Jianping, President of Haier Electrical Appliances (Thailand) Co., Ltd., stated that although the overall home appliance market in 2025 faced pressure from economic conditions and fluctuating purchasing power, the year marked a significant transition for the industry. Consumers are increasingly prioritizing appliances that enhance their lifestyles, particularly in terms of convenience, energy efficiency, and smart technologies capable of connectivity and adaptive learning. This trend aligns with Haier’s innovation direction, especially in AI-integrated and hygiene-focused products, which have been key drivers enabling Haier Thailand to achieve strong growth despite challenging market conditions. In 2025, the company recorded total revenue of THB 11.23 billion, with a market share of 14%, reflecting growth across all product categories.
Residential air conditioners remained the top-performing segment by volume, generating THB 4.6 billion, followed by refrigerators at THB 2.2 billion (up 39%), and washing machines at THB 1.54 billion (up 23%). Freezers continued to lead the market with THB 1.1 billion in sales (up 23%), while commercial air conditioners recorded THB 860 million. The TV segment saw strong growth, reaching THB 760 million (up 51%), and water heaters posted THB 170 million in sales (up 52%), underscoring the strength of Haier’s diversified product portfolio and its ability to meet a wide range of consumer lifestyle needs.
Mr. Dong Jianping added, In 2026, Haier will continue to reinforce its leadership in innovation while driving an AI Transformation across the organization. AI technology will be applied across all dimensions—from product development and data-driven marketing to supply chain management and after-sales service—to enhance operational efficiency. The company has allocated over THB 1.2 billion in investment to expand its nationwide distribution network, including dealers and modern trade. At the same time, we are accelerating the development of digital platforms and e-commerce channels to align with evolving consumer behavior. We will also focus on increasing the share of premium products and developing a fully connected Smart Ecosystem to create long-term value, with a target of over 25% revenue growth, reaching approximately THB 14 billion in 2026.
Haier also unveiled its latest product lineup under the “AI Smart Living” concept, covering all major categories and reinforcing its transition toward becoming an AI Ecosystem Brand that seamlessly connects all home devices.
Key highlights include:
- Air Conditioners: The company’s primary growth driver this year. Haier is showcasing its flagship UV Cool Voice Series (VRSA), available in four colors—silver (new), blue, pink, and white. The model features AI Voice technology, enabling voice control without the need for a remote or Wi-Fi connection. It is further enhanced with UVC Pro technology, which helps reduce odors and eliminates up to 99.9% of bacteria, alongside AI ECO for intelligent energy savings and a PM1.0 filter that captures fine dust particles. The unit also incorporates Black Fin technology for enhanced corrosion resistance, making it well-suited to tropical climates. Haier is also preparing to launch the Solar AC Series, a solar-powered air conditioning solution designed to reduce electricity costs to zero, addressing environmentally conscious needs. In addition, the Portable AC Series (09K and 12K BTU) will offer features such as fast cooling, filter cleaning reminders, and easy installation, supporting flexible usage and modern lifestyles. The segment is targeted to grow by 15%.
- Commercial Air Conditioners: Another key segment for expansion, driven by rising demand in business and commercial building sectors. Haier will launch two new series comprising four models: HCSI-24XSR32 and HCSI-38XTR32 (cassette type), and HCFI-24XSR32 and HCFI-38XTR32 (ceiling type). These models feature self-cleaning systems and antibacterial filters for effective bacteria inhibition. The segment is expected to grow by 40%.
- Refrigerators: A key category driving Haier’s growth, with the launch of three new series: Horizon, Space Fit Pro, and Space Slim. The Horizon Series offers a large capacity of up to 700 liters, catering to cooking enthusiasts with expanded storage space, and features PureSpace Ice technology for clean, odor-free ice production. The Space Fit Pro Series is designed with a built-in Zero Gap concept, combining seamless installation with a sleek aesthetic, and incorporates Nutri-Bank technology, which utilizes magnetic fields to help preserve food freshness for longer. Meanwhile, the Space Slim Series stands out with its ultra-slim design while still delivering increased storage capacity, aligning with modern home lifestyles that prioritize both design and performance. The segment is targeted to grow by 32%.
- Washing Machines: Haier continues to advance innovation to meet the needs of Thai consumers with the launch of four new series: L+, Laundry Center, X9, and the Triple Drum Series. Key technologies include Essence Wash, delivering thorough cleaning within 39 minutes; 3D Drying, enabling effective drying even in humid conditions; and Smart Dosing for automatic detergent dispensing. The Triple Drum innovation allows separate washing in a single unit, enhancing convenience, speed, and efficiency. The segment is targeted to grow by 36%.
- Freezers: Two new series will be launched, featuring enhanced hygiene and performance capabilities. Key technologies include High Temperature Alarming, which alerts users when internal temperatures rise above normal levels; Smart Dew Control Clarity Restored (90% external heat reflection), reducing condensation and fogging on glass surfaces; and DEO Fresh / H-DEO Fresh, capable of eliminating up to 99.9% of bacteria and removing unpleasant odors. The segment is targeted to grow by 18%.
- TVs: Launch of seven new series with over 20 models, featuring AI Vocal Separation for karaoke-like experiences and 4K resolution for enhanced viewing quality. Target growth: 32%.
- Water Heaters: Expansion with over six new series and 12 models, covering both mass and premium segments to meet diverse consumer needs. Target growth: 30%.
In addition, Haier is implementing an integrated marketing strategy to strengthen brand awareness and engagement across all touchpoints. This includes comprehensive media campaigns spanning television, out-of-home, and digital platforms, alongside initiatives such as “Haier Dream For Fans Season 6,” in-store promotions, and nationwide roadshows. The company will also continue its sports marketing strategy through key activities, including the “Champion Your Haier Life” pop-up event, the Haier Cup badminton tournament, mini marathon events, and its first-ever football competition in 2026. These initiatives aim to foster deeper lifestyle engagement with consumers. Furthermore, Haier will extend its partnership with BamBam as Brand Ambassador for a second consecutive year, with year-round campaigns designed to strengthen brand-consumer connections.
“Thailand remains a key strategic market for Haier in the ASEAN region and a major driver of global growth. In 2026, we are committed to elevating Haier to a fully-fledged global brand by developing integrated smart appliance solutions and enhancing the consumer experience across all dimensions. At the same time, we will continue expanding market reach and strengthening brand equity to achieve our revenue target of THB 14 billion, while positioning Thailand as a key growth hub for Haier globally in the long term,” Mr. Dong Jianping concluded.
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