Sangchai to sell home and beauty-care products
Bunyarit Chansuwan, general manager of Sangchai Air Quality, shows off the company’s new line-up of Conair hair products.
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Sangchai Air Quality, which has distributed Honeywell air purifiers in Thailand for almost four years, has expanded into home and beauty care with the introduction of its new Conair brand.
The company is already the local market leader for air purifiers and designer fans under the Honeywell brand. General manager Bunyarit Chansuwan said the company achieved sales of more than 30,000 Honeywell products this year, of which 60 per cent were air purifiers and 40 per cent fans. "We will invest more than Bt10 million on the launch of new Conair products in Thailand. We will introduce at least three new more brands next year to totally serve our customers from the middle market to premium," said Bunyarit. Bunyarit said the company this year expanded its products to cover all market segments from health to home and beauty. Sangchai also got the exclusive distribution rights for Conair home and beauty-care products in Thailand. Conair products being introduced locally are three new models of garment steamer, hair dryers, travel dryers, hair painters, quick braids, manicure sets, nail dryers and lighted mirrors. The company expects its latest Conair products to achieve sales of about Bt30 million in the first 12 months. "The target customers of Conair products are new-generation women who love to take care of their own look. The products will sell at from Bt1,000 up to Bt10,000 ," said Bunyarit. "We will also focus on distributing Conair to more than 20 outlets of modern retail stores such as Central, Power Buy, Home Pro, The Mall and Robinson, both in Bangkok and major provinces." The company will also distribute Conair products directly to customers via fairs and exhibitions. Sangchai will allocate 20 per cent of its sales on overall marketing activities, divided equally between media advertising and below-the-line activities, including event marketing, road shows and product demonstrations. Bunyarit said the company could achieve its target of Bt80 million in sales of Honeywell products this year. Next year it will introduce three new models of Honeywell air purifier, five new models of designer fan and two models of industrial fan. "We set a target to achieve almost Bt200 million in sales next year, of which half will come from Honeywell products and another Bt30 million from Conair. The remaining Bt70 million will come from another three brands of home and beauty products from the US and Europe to be launched on the Thai market next year," said Bunyarit. He said Sangchai's direction in the next three years would focus on health, home and beauty products, which would respectively contribute 30 per cent, 40 per cent and 30 per cent of business.
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