“Boy Pakorn” brand ambassador Show outstanding innovation “Cool, Fast, Durable, Can Purify Air” Band Haier

Monday, February 22, 2021, 8.28 p.m.

Haier (Thailand) bombing summer battle, spending 200 million to enter the air conditioner market Emphasizes the world leader in electrical innovation. Show outstanding innovation “Cool, Fast, Durable, Can Purify the Air” with “Boy Pakorn” brand ambassador for three years in a row.

On February 22, 2021, the appliance market For example, air conditioners have to heat up in the coming summer. Recently, Haier is the world leader in product and innovation. And the number 1 home appliance brand in the world for 12 consecutive years, delivering 3 new models of air conditioners to the market Show the innovative air conditioning. Responding to today’s consumer lifestyles, with the launch of new commercials Under the concept “Choose all good air conditioners Ended at Haier, presented by brand ambassador “Boy” Pakorn Chatborirak, the hottest young actor who will share the features of a good air conditioner that must cool fast, durable and clean the air. Emphasize being a leading innovation that truly resonates with the young generation, including providing after-sales service with service centers nationwide. Ready to invest more than 200 million baht in marketing budget to raise all the energy

Strategy for arranging new products Let’s do a campaign to make the market bustle. Stimulate purchasing decisions of target consumers

Piyasak Sribua, Home & Commercial Product Director, Haier Electric Appliance (Thailand) Co., Ltd., revealed that “As” Haier “is a product leader. And innovation in home electrical appliances that has been the world’s number 1 consumer for 12 consecutive years, has made the company committed to the market Continuous brand building Including developing innovative products to market to meet the changing market of electrical appliances. New technology plays a greater role in life. More importantly, it is to meet the ever-changing needs of consumers. Haier launched a product strategy. Which is the key to marketing Therefore, two new models of air conditioners are launched, including the VNR (W) Series and the VTRA Series to complement the summer lineup, including the VIP Series, which are still market-focused models to meet the needs of high-end consumers

For the highlight of the new air conditioners, the two models are VNR (W) Series models with Self-Cleaning technology. Automatic air conditioning cleaning function To remove dirt Reduce the burden on cleaning the air conditioner. Convenient and easy to use with your fingertips. And it also comes with Hyper PCB technology that helps control voltage fluctuations. Ensuring that Haier air conditioners can be cooled at a constant temperature. Even in harsh environments and weather And more importantly, it also has a Smart Phone control mode with Wi-Fi technology and the VTRA Series models have Cold Expansion Technology and Turbo Mode functions that can deliver cool air farther. And accelerate cooling more quickly 47% feel the cool, fresh, fast and also has an Eco Energy Saving Mode that helps save energy as well. And in this version it also has a mode Self-Cleaning as well that helps clean the air conditioner automatically. It helps to reduce the cost burden and problems in cleaning the air conditioner as well

Ending with the VIP Series model, which focuses on premium customers, distinguished by a simple, elegant design, looks classy, ​​Luxury style, brought with the most advanced technology, Super IFD Filter, an innovative air purifier. Makes PM 2.5 dust filtration efficiency even better with more than 6,816 air vents, resulting in an area to absorb dust as large as 8.78 square centimeters and comes with a Smart Air Quality Sensor that is sensitive to dust detection. It can accurately tell the PM2.5 value in the air and the air quality. Including function Self-Cleaning Automatic air conditioning cleaning function To remove dirt Convenient and easy to use with your fingertips. And most importantly, there is also a mode to control the operation via Smart Phone with Wi-Fi technology.

Apart from the full product line The company has invested over 200 million baht in marketing budget to complete 360-degree marketing in both offline media such as advertising, OOH media, mobile media, BTS trains. At the same time, “Boy” Pakorn Chatborirak, a Haier brand ambassador, has been working with Haier for the third consecutive year to create an advertising media (TVC) series. New to help communicate about 3 problems or pain points of consumers when choosing a good air conditioner must be cool, fast, durable and able to purify the air. Including reinforcing the branding And continually occupy the hearts of target consumers

Influencer Marketing is now a key tool and strategy to reach brands. Help build more confidence of consumers Because influencers are friends Build engagement (engagement) with the target audience well. The company does not fall into the trend By raising their army

Various influencers and pages come together to try out the products and share their impressions about Haier air conditioners. To penetrate the target audience as well

The company also launched the “Haier Smart Life” application, a business service solution, to facilitate Haier users for air conditioning washing and installation services. In Bangkok and surrounding areas To facilitate convenience and provide comprehensive after-sales service. In which consumers can report repair and check the status 24 hours nationwide “

Piyasak also concluded that “Summer is the high season for the Haier air conditioner market as the leading global appliance brand. We have to launch the game, market fast or Speed ​​to Market to reinforce the leadership. Which is wading into this hot market We continue to invest in marketing budgets to mobilize new products with innovative technologies to make it more convenient for consumers. Marketing segment Haier continues to use “Boy” Pakorn as its brand ambassador. Communicate with every pain point when choosing an air conditioner

In addition, it also mobilized influencers to help reinforce the actual use of the product and speak to the brand. ”Haier’s Air Conditioning Marketing Target The company has set a target for sales growth of 29%, which is approximately 4,200 million baht, compared to the year of 2018. By 2020, Haier has a 19% growth in air conditioning sales from the previous year, becoming the top three market share air conditioner brand. Strategy in 2018 In 2021, Haier air conditioners will focus on premium smart home IoT products (Internet of Thing, or linking the use of electronic devices. Via the Internet) is the main strength of the brand that offers modern innovation and functions that meet the lifestyle of consumers. Outstanding with the system Self-Cleaning Exclusive automatic self-cleaning system from Haier That help maintain cleanliness and extend the service life It also focuses on the health of users. To have fresh, cool air with PM2.5 air purification function, durable and convenient use with Smart Control, Wifi connection, and also full of promotions and marketing activities offered to customers all year round. Including after-sales service With service centers nationwide, Call Center Tel. 1789 and Application Smart Life to facilitate 24-hour product information and repair notifications, including a 10-year compressor warranty and a 5-year warranty on the machine.

For the overall air conditioner market competition trend in Thailand this summer There is quite a lot of competition. This is because each major appliance brand focuses on generating sales from air conditioners. And this year is the year of the phenomenon La Niña (La Niña), causing the world to cool longer. May make the summers shorter than previous years But will get very hot in summer

Therefore, it is expected that in the summer, the atmosphere of the air conditioner market will be very lively, each brand emphasizes on expanding more diverse sales channels. Especially online channels Which has a much higher growth rate during the past year Including competing with promotions such as 0% interest rate cashback for premium products that are fully functional and highly priced.

Follow and watch the movie series. “Choose all good air conditioners Finish at Haier ”on online, offline channels including OutOfHome media from today onwards. Or see more details at www.haier.com/th Update news and exciting new promotions via Facebook: HaierThailand

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