3 6 Ke·2025-11-17 05:24Core Insights - Thailand is emerging as a new hub for Chinese home appliance manufacturers, driven by structural adjustments in global supply chains and the need for cost optimization and market restructuring [1][2][4]. Group 1: Major Developments - Chinese home appliance giants such as Haier, Hisense, and Oma are establishing significant production bases in Thailand, competing with Japanese and Korean brands [1][2]. - Haier's air conditioning industrial park in Chonburi, Thailand, has a planned annual capacity of 6 million units and is the largest air conditioning manufacturing base for Chinese brands in Southeast Asia [1]. - Hisense's HHA smart manufacturing industrial park in Thailand aims for an annual production capacity of 12 million units by 2030, with an expected annual output value exceeding 100 billion Thai Baht [2]. Group 2: Advantages of Thailand - Thailand's geographical location offers strategic advantages, being centrally located in Southeast Asia and connected to major trade routes, including the deep-water port of Laem Chabang [5]. - The cost advantage in Thailand includes lower labor costs, with the minimum monthly wage being approximately 77% of that in China, alongside a skilled workforce [6]. - Tax incentives, such as a 5% low tax rate for high-end manufacturing, further enhance Thailand's attractiveness for foreign investment [6]. Group 3: Industry Trends - The success of the "Thailand model" is evident not only in the home appliance sector but also in the automotive industry, with Chinese electric vehicle exports to Thailand increasing significantly [7][8]. - The evolution of Chinese home appliance companies is marked by a shift from merely exporting products to building comprehensive capabilities, including R&D and supply chain management [10][13]. - Localized product development has led to increased market share for Chinese brands in Thailand, with Haier's market share in air conditioning rising from 13.1% in 2018 to 21% in 2023 [10][11]. Group 4: Future Outlook - The ongoing structural changes in global supply chains are prompting Chinese companies to seek production bases in third countries like Thailand to mitigate trade barriers and tariffs [11][15]. - The transition from product output to capability output signifies a new phase in China's manufacturing narrative, with a focus on integrating local market needs into product development [16].