Haier, the world’s leading home appliance brand for 16 consecutive years, has announced a landmark investment of over 10 billion Thai baht (approx. $270 million) to establish a new smart factory in Thailand, positioning the country as a strategic hub for its global air conditioner export market.
The move signals a major vote of confidence in the Southeast Asian nation’s economy and its role in the future of advanced manufacturing.
The new facility, located in Chonburi province within Thailand’s Eastern Economic Corridor (EEC), is a cornerstone of Haier’s strategy to align with the country’s “Thailand 4.0” and “New S-Curve” economic development initiatives. Spanning 324,000 square meters, the plant will leverage smart manufacturing technologies to eventually produce over 6 million air conditioning units annually, with the vast majority destined for export.
This investment represents a critical piece of Haier’s global supply chain puzzle, transforming its Thai operations from a regional player into a central pillar of its international production and export strategy.
“Thailand is entering the era of the New S-Curve industry, a key driver for its future economy, with the electronics sector being a high-potential pillar,” stated Zhou Yunjie, Chairman of Haier Group.
“This major investment reflects our confidence in the Thai economy and our vision to elevate Thailand into a strategic ASEAN production base that integrates the entire supply chain, from manufacturing and R&D to global exports.”
The investment also marks a significant milestone in Thai-Chinese relations, coinciding with the 50th anniversary of diplomatic ties and underscoring Chinese investors’ confidence in Thailand’s stability and strategic importance.
Zhou highlighted the country’s unique “innovation ecosystem,” praising its skilled and adaptable workforce, robust regional logistics, and an industrial environment that supports a wide range of operators.
A Phased Strategy for Global Dominance
Haier has outlined an ambitious three-phase production plan for the new factory, targeting a total output of 12.5 million units valued at approximately 63.6 billion baht (approx. $1.7 billion) between 2025 and 2027.
- Phase 1 (2025): Production begins in September, targeting 3 million units.
- Phase 2 (2026): Capacity increases to 3.5 million units.
- Phase 3 (2027): The factory will reach its full projected capacity of 6 million units.
Given that Haier’s current domestic sales in Thailand are around 500,000 units per year, this massive expansion is clearly export-oriented. The company plans to ship its “Made in Thailand” units to markets across ASEAN, the Middle East, Eastern Europe, and eventually North America.
Amid global trade tensions, particularly concerning potential U.S. tariffs, Zhou asserted that the company has already factored these challenges into its cost analysis. “We can compete,” he stated confidently, indicating that the production efficiencies and quality from the Thai facility are robust enough to overcome trade barriers.
Green, Sustainable, and Human-Centric Manufacturing
Designed as a “Green & Sustainable Manufacturing” facility, the new plant incorporates technologies aimed at minimizing its carbon footprint and environmental impact.
While heavily automated, the factory is not abandoning the human element. The project is expected to create over 3,000 jobs, primarily for Thai workers, striking a balance between advanced automation and skilled human labor. This hybrid approach aims to maximize both efficiency and quality while driving local economic growth.
The investment also triggers a strategic restructuring of Haier’s production footprint in Thailand. All air conditioner manufacturing will be consolidated at the new Chonburi smart factory.
Concurrently, the company’s existing plant in Prachinburi will be upgraded and converted into a specialized production center for refrigerators and other cooling appliances.
“Our long-term plan is not just about building factories, but about developing a comprehensive Smart Factory ecosystem with advanced automation and a dedicated R&D center,” Zhou concluded. “We are confident that Haier’s next step will help propel Thailand to become a vital hub for intelligent home appliance manufacturing in ASEAN.”
This multi-billion baht wager is more than an expansion; it is a declaration of Haier’s strategic intent to use Thailand as a launchpad for its global ambitions, a move set to reshape the competitive landscape of the international home appliance industry.
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