扎根“桥头堡”泰国升级扩产，中国家电重构东南亚支点

Core Viewpoint - Chinese home appliance brands are increasingly establishing manufacturing bases in Thailand, leveraging its favorable political environment, supply chain infrastructure, and market potential to enhance their international presence and competitiveness [6][12][16]. Group 1: Company Performance and Strategy - Midea's overseas revenue has significantly increased, with OBM (Own Brand Manufacturing) revenue rising to over 45% of its TO C business in the first three quarters of 2025, contributing to a total revenue of 363.06 billion yuan [3]. - Haier's overseas market revenue reached 79.08 billion yuan in the first half of 2025, marking an 11.7% growth [3]. - Midea has established its largest overseas manufacturing base in Thailand and aims to make it its "second home market" after China [5][6]. Group 2: Market Dynamics in Thailand - The Thai market is experiencing a consumption upgrade, with consumers increasingly favoring high-end appliances, as evidenced by a shift from semi-automatic washing machines to fully automatic models [7][12]. - Chinese brands are gaining market share in Thailand, with Haier leading in air conditioning and Midea achieving top positions in refrigerators and microwaves [10][12]. - The strategic location of manufacturing facilities in Thailand allows companies to efficiently serve both local and international markets, including the U.S. and Europe [6][12]. Group 3: Competitive Advantages - Chinese home appliance companies are noted for their rapid product iteration and responsiveness to market demands, which contrasts with the slower innovation cycles of traditional Japanese and Korean brands [11][12]. - The ability to offer high-quality products at competitive prices is a significant advantage for Chinese brands, as they adapt quickly to local consumer preferences [12][13]. - A multi-brand strategy is emphasized as crucial for capturing both high-end and mid-range markets, allowing companies to maintain a balance between premium pricing and value offerings [13]. Group 4: Challenges and Opportunities - Despite the growth, there is still room for improvement in brand recognition and market penetration, as some consumers still prefer established Japanese brands [14]. - After-sales service is recognized as equally important as product quality, with companies investing significantly in service networks to enhance customer satisfaction [15]. - The ongoing global trade environment, including tariff issues, poses challenges, but localized production in Thailand helps mitigate these risks [16][17].