2 1 Shi Ji Jing Ji Bao Dao·2025-12-29 05:49Core Viewpoint - Chinese home appliance companies are increasingly establishing production bases in Thailand, positioning it as a strategic hub for their international expansion, with significant growth in overseas revenue reported by major players like Midea and Haier [1][2][3]. Group 1: Market Expansion and Strategy - Midea's overseas revenue has significantly increased, with OBM revenue accounting for over 45% of its TO C business in 2025 [1]. - Haier's overseas market revenue reached 79.08 billion yuan in the first half of 2025, growing by 11.7% [1]. - Midea has established its largest overseas manufacturing base in Thailand and aims to make it its "second home market" after China [3][4]. Group 2: Reasons for Choosing Thailand - Thailand offers advantages in political stability, supply chain infrastructure, and population demographics, making it an attractive location for Chinese home appliance companies [4]. - The eastern economic corridor of Thailand, particularly in Chonburi and Rayong, is a strategic focus for many Chinese brands due to its proximity to major ports [4]. Group 3: Consumer Trends and Brand Positioning - The Thai home appliance market is experiencing a consumption upgrade, with consumers increasingly willing to invest in higher-end products [5][6]. - Chinese brands are gaining market share in Thailand, with Haier leading in air conditioning and Midea dominating in refrigerators and microwaves [6][7]. Group 4: Product Development and Innovation - 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 [7]. - High-end product development is becoming a trend, with companies recognizing the need to move beyond low-cost competition to capture higher profit margins [8]. Group 5: Challenges and Opportunities - Despite significant market presence, Chinese brands still face challenges in brand recognition and consumer perception in Thailand [10][11]. - After-sales service is critical for success, with companies investing heavily in service networks to enhance customer satisfaction [11]. Group 6: Globalization and Regionalization - The concept of regionalization is emerging as a strategy to mitigate risks associated with global trade, allowing companies to leverage local production capabilities to support global operations [12]. - The home appliance industry is transitioning towards a comprehensive ecosystem approach, integrating R&D, supply chain, sales, and after-sales services in overseas markets [12].