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海尔投产东南亚最大空调基地，年产能600万套

福禄装修家居
2025-09-23 15:46

Haier Smart Home's Thailand空调 Production Base: A Game-Changer in the Southeast Asian Market Haier Smart Home's空调 Production Base in Thailand: A Game-Changer in the Southeast Asian Market

In the hot and humid climate of Southeast Asia, air conditioners have become an essential need for both residential and commercial settings. This market has become a significant battleground for global air conditioning companies. On September 23rd, Haier Smart Home's空调 production base in Chonburi, Thailand, officially commenced operations. With an annual planned capacity of 6 million units, this base covers a variety of空调 products and is the largest空调 manufacturing base for a Chinese brand in the Southeast Asian region.

This strategic move not only demonstrates Haier Smart Home's leadership in international expansion but also highlights its strengths in green intelligent manufacturing and global digital collaboration.

Three Leading Aspects: Largest, Widest Product Line, and Strongest Position

As a benchmark-level manufacturing base for Chinese brands in Southeast Asia, Haier's空调 base in Thailand is not just leading in one dimension but has achieved comprehensive breakthroughs in scale, capacity, and market position, with each "most" supported by solid data and systems.

Haier's空调 Thailand production base is the largest in China. Located in the Eastern Economic Corridor of Thailand, the base covers an area of approximately 324,000 square meters. It plans to build multiple intelligent production lines and a large-scale warehousing and logistics center, forming the largest full-chain manufacturing body for Chinese brands in the Southeast Asian空调 market. In terms of product design, the base closely integrates the local climate characteristics of high temperature, high humidity, and heavy rainfall in Southeast Asia, and launches localized products with self-cleaning, UV sterilization, and other functions. In terms of intelligent manufacturing, it introduces advanced quality inspection systems such as AI visual detection and AI noise recognition to ensure the high quality of every product that leaves the factory. It is worth mentioning that the factory uses a large area of photovoltaic power generation systems to achieve zero-carbon operation and has obtained the A2+ certification of the Thailand BOI, reflecting its development philosophy of emphasizing both scale and greenery.

Haier's空调 Thailand production base has the highest annual planned capacity. The base plans for an annual capacity of 6 million units, making it the highest capacity manufacturing base for Chinese air conditioning companies in Thailand. The product line covers 14 categories and over a thousand models, including residential split units, commercial water machines/heat pumps, automotive air conditioning, and container temperature control air conditioners, catering to various air scenarios such as residential, commercial, and special applications. Leveraging Thailand's geographical advantages, it is capable of directly supplying to the North American, European, and Japanese and Korean markets, becoming a global hub for Haier's air conditioning capacity and exports.

Haier's空调 Thailand production base will consolidate its leading position in the local market. According to GfK data, Haier air conditioners have been the number one seller in Thailand for four consecutive years. The new base has achieved end-to-end full-process digitalization of OPSI (order, production, supply chain, etc.) for the first time overseas, planning to go online with 13 business scenarios and 23 systems, completely breaking the "data island" and initially building "digital twin" operational capabilities. After digital transformation, the production efficiency has increased by 20%, operating costs have decreased by 15%, and order response speed has increased by 50%, further consolidating Haier's leading position in the Thai and Southeast Asian markets.

Key Move in Global Capacity Layout: Dual Empowerment of Industry Value and Corporate Growth

The launch of Haier's空调 Thailand production base is a strategic layout in the global air conditioning industry, which not only fills the regional capacity gap but also supports Haier's global growth, with value falling from the industry to the corporate dimension.

From the perspective of the global air conditioning industry, according to the data of the Industry Online from January to June 2025, the global air conditioning capacity reached 14,619.5 million units, a year-on-year increase of 7.5%, with Haier air conditioners ranking third in the industry and maintaining a leading growth rate. Thailand is the second-largest air conditioning manufacturing country in the world, with a capacity of 8.655 million units in the first half of the year. The additional 6 million units of capacity added in Thailand, combined with the Qingdao base in China, forms two global supply centers, achieving "local production to meet Southeast Asian demand and proximity supply to meet demand in Europe and America."

For Haier air conditioning, on the one hand, it continues to consolidate its number one market position in Thailand; on the other hand, it radiates to Southeast Asia and other countries and regions overseas, accelerates the response speed in the overseas market, and enhances its competitiveness in the overseas market. In terms of cost reduction and efficiency improvement, localized production optimizes the supply chain cost, shortens the order delivery cycle in the Southeast Asian region, reduces logistics costs, and reduces the comprehensive cost of exports to North America and Europe, thus driving the increase in the gross profit margin of the air conditioning business. In terms of market expansion, the full-range production capacity covers residential, commercial, and emerging scenarios, which can meet local demand in Southeast Asia and also supply directly to North America, Europe, Japan, South Korea, and other global regions. Together, these efforts contribute to the growth of Haier's overseas revenue.

For Haier Smart Home, on the one hand, it continues to deepen the implementation of its globalization strategy to meet more user needs; on the other hand, it enhances its ability to respond to competitive uncertainties, while also accelerating the growth of business performance indicators.

As of now, Haier has built 35 industrial parks and 163 manufacturing centers worldwide. The comprehensive operation of the Thailand base will become the air conditioning production hub in Southeast Asia for Haier, and as a key node in the global supply chain, it will support its global market layout and growth.