Zhong Guo Jin Rong Xin Xi Wang·2025-09-23 09:22Core Viewpoint - Haier's new air conditioning production base in Thailand officially commenced operations, marking it as the largest air conditioning manufacturing base for a Chinese brand in Southeast Asia, with an annual planned capacity of 6 million units [1][5]. Group 1: Scale and Capacity - The Haier Thailand air conditioning base is the largest for a Chinese brand, covering approximately 324,000 square meters and featuring multiple intelligent production lines and a large logistics center [3]. - The planned annual production capacity of the base is 6 million units, making it the highest capacity manufacturing base for Chinese air conditioning companies in Thailand [5][6]. Group 2: Product Line and Market Position - The product line at the base includes 14 categories and over a thousand models, catering to various air conditioning needs such as residential, commercial, and specialized applications [5]. - Haier has maintained the number one sales position in the Thai market for four consecutive years, supported by a fully digitalized end-to-end OPSI (Order, Production, Supply Chain) process [5][8]. Group 3: Technological and Environmental Innovations - The factory incorporates advanced quality inspection systems using AI for visual detection and noise recognition, ensuring high product quality [3]. - The facility utilizes a photovoltaic power generation system for zero carbon operation and has received Thailand's BOI highest level A2+ certification, reflecting a commitment to sustainable development [3]. Group 4: Global Strategy and Market Expansion - The establishment of the Thailand base is a strategic move in Haier's global air conditioning industry layout, filling regional capacity gaps and supporting global growth [6]. - The base enhances Haier's ability to respond to Southeast Asian demand while also supplying North America, Europe, Japan, and South Korea, thus optimizing supply chain costs and improving gross margins [8]. Group 5: Overall Impact on Business - The operationalization of the Thailand base is expected to strengthen Haier's market position in Southeast Asia and enhance its competitiveness in overseas markets [8]. - As of now, Haier has established 35 industrial parks and 163 manufacturing centers globally, with the Thailand base serving as a key node in its global supply chain [8].