Haier, a global leader in household appliances and innovation, and the world’s number one home appliance brand for 16 consecutive years, today announced a major investment milestone in Thailand with the opening of its new air conditioner manufacturing plant in Chonburi.
The project, worth more than 10 billion baht, spans 324,000 square metres and is designed under the concept of modern production, deploying Smart Manufacturing technology and advanced management systems. The plant is aligned with Thailand’s S-Curve strategy and the Thailand 4.0 policy, serving both domestic and export markets with a maximum annual capacity of over 6 million units.
This marks a significant step in elevating Thailand’s role as a central manufacturing hub for household appliances in ASEAN, further enhancing its global competitiveness. The first production line will start operating in September, with a three-year target (2025-2027) of producing more than 12.5 million units with a total value of approximately 63.65 billion baht.
Mr. Zhou Yunjie, Chairman of the Board of Haier Group, stated that “Thailand is entering the era of New S-Curve industries, a vital mechanism for driving the future economy, with household appliances being one of the high-potential pillars. This major investment not only reflects Haier’s confidence in the Thai economy but also reinforces our vision of elevating Thailand as a strategic production base in ASEAN – fully integrated across supply chains, manufacturing, research and development, and exports to global markets.
It also represents a significant milestone in Thai-Chinese cooperation, particularly in this 50TH anniversary year of diplomatic relations, reflecting Chinese investors’ confidence in Thailand’s potential, stability, and strategic role on the world economic stage.”
The new plant investment is in line with the S-Curve strategy and Thailand 4.0, setting new benchmarks in production standards through Smart Manufacturing technology and advanced management systems. These advances will boost efficiency, reduce environmental impact, and promote green industry practices.
The manufacturing plant has a structured three-phase production plan. In the first phase beginning September 2025, Mr. Zhou elaborated that “it will produce 3 million units valued at approximately 14.7 billion baht. Production will then expand to 3.5 million units worth 17.8 billion baht in 2026, before reaching peak capacity of 6 million units worth approximately 31.15 billion baht by 2027. This will establish the facility as one of the largest air conditioner manufacturing bases in the region, serving both domestic and global demand.”
He also added that Haier continues to pursue an aggressive strategy, expanding distribution channels to cover every segment, developing products that meet the needs of the smart lifestyle era, and creating marketing activities that resonate with consumers at all times.
“In 2025, the company has set clear sales targets: household air conditioner sales of 5.5 billion baht and commercial air conditioner sales of 1.108 billion baht. We aim to capture a market share of 13% and continue to be number 1 in the global market, reinforcing our role as a leader in the air conditioner industry both regionally and globally.”
Haier’s second air conditioner manufacturing plant is situated on more than 324,000 square metres at WHA Eastern Seaboard Industrial Estate 3 (WHA ESIE 3), Chonburi. It has been designed under the Green & Sustainable Manufacturing concept, applying technologies that reduce environmental impact and carbon footprint.
The plant will generate over 3,000 jobs, distributing income to local communities and fostering sustainable local economic growth. Strategically, it will also enhance Haier’s production and export capabilities, meeting rising demand across ASEAN, the Middle East, and global markets.
The facility will establish a robust domestic supply chain, from component production to final assembly, reducing import costs and increasing competitiveness. This supports its development as an innovation hub for smart air conditioners that meet the needs of modern consumers.
“Haier’s investment further underlines Thailand’s strong positioning, with strengths including a highly adaptable skilled workforce, a logistics infrastructure that connects the entire region, and an industrial ecosystem capable of supporting businesses of all sizes – from local suppliers to R&D operations.
This represents a unique ‘Innovation Ecosystem’ compared to the rest of the region. The investment also strengthens the ‘Made in Thailand’ brand, reflecting quality, standards, and credibility aligned with both market requirements and consumer expectations.”
In addition, Haier has a long-term investment plan that goes beyond building the manufacturing plant. It aims to establish a fully integrated Smart Factory model using automation and advanced digital technologies, alongside setting up an innovation and R&D centre to further enhance production efficiency and product quality.
At the same time, the company intends to support Thailand’s New S-Curve economy and strengthen global competitiveness. Haier is confident that its next steps will help position Thailand as a key ASEAN hub for smart home appliance manufacturing.
“Haier’s journey in Thailand is not just about investment in infrastructure, but about fostering innovation, strengthening the economy, and elevating Thailand’s role on the global stage,” concluded Mr. Zhou.
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