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WEDNESDAY, September 28, 2022
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Hisense (Thailand) expects 72% revenue rise driven by TV, refrigerator and air-conditioner sales in 2022

Hisense (Thailand) expects 72% revenue rise driven by TV, refrigerator and air-conditioner sales in 2022

MONDAY, February 28, 2022
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Hisense International (Thailand), the world-class manufacturer of consumer electronics, smart TVs and home appliances, will strengthen its foothold in Thailand this year with projected revenue of 3.1 billion baht, up 72 per cent year-on-year, said the company.

Hisense International (Thailand), the world-class manufacturer of consumer electronics, smart TVs and home appliances, will strengthen its foothold in Thailand this year with projected revenue of 3.1 billion baht, up 72 per cent year-on-year, said the company.

The announcement came at the company’s February 17 press conference titled Electrical Appliance Marketing Direction for FY 2022, where its business development plans for 2022 were also unveiled.

The company expects to increase its market share in the TV, refrigerator, and air conditioning segments and has no concerns about Covid-19’s impact on market sentiment. The focus will be on three sales and distribution platforms – modern trade channels, online platforms, and dealers and distributors.

The company will also leverage its sports marketing strategy to enhance brand and customer engagement by officially sponsoring the FIFA World Cup 2022 to reach out to the chosen lifestyles of target customers in each segment.

Yi Xiaobing, managing director of Hisense International (Thailand), said the company acknowledged the impact of Covid-19 on the overall sales volume of the Hisense brand in mid-2021.

He said sales of TVs and refrigerators had dropped by 15-20 per cent, while sales revenue from air conditioners was slightly affected because of the expansion of sales and distribution channels in Bangkok and upcountry.

The company’s sales revenue in 2021 totalled 1.8 billion baht, up 24 per cent from a year earlier. Of total sales revenue, 49 per cent came from TVs, 51 per cent from home appliances, 20 per cent from air conditioners, 22 per cent from refrigerators, and 9 per cent from other segments.

TV sales recorded growth of 9 per cent, while sales in the domestic appliance segment grew 40 per cent. Sales of air conditioners were up 74 per cent and sales of refrigerators registered growth of 27%.

Hisense (Thailand) expects 72% revenue rise driven by TV, refrigerator and air-conditioner sales in 2022

“In 2022, Hisense Thailand is committed to advancing its presence in the market with sales revenue targeted at 3.1 billion baht, substantially up by 72 per cent from 2021. Sales of TVs are expected to account for 44 per cent of total revenue with 54 per cent expected to come from home electrical appliances and 2 per cent from other product segments,” he said.

Chanchai Bhandhufalck, Sales & Marketing director of Hisense International (Thailand), unveiled plans to introduce new products in 2022, including the launch of the ULED TV model in three segments. These are the flagship ULED Mini-LED “U8H Series”, Premium ULED “U7H Series”, and Quantum Dot ULED U6H Series.

He said the company is also set to debut the VIDAA Smart OS – a smart TV operating platform that is fast, responsive, user-friendly and will deliver an immersive experience. The smart TV operating system works with the VIDAA Voice to enable content searching in the Thai language.

This year, Hisense has also launched its new healthy “TG Series” air conditioner with a certified “Electricity Saving Label No. 5” and a three-star rating. It comes with HI-NANO ion generator technology that releases a high concentration of negative ions (Zwitterionic) at levels up to 1 million per cubic centimetre of air.

It also features Hisense’s unique fresh-air ventilation system to enhance comfortable air flow and ensure proper ventilation. The sterilised ions are released to cover every corner of the room, helping to combat viruses and bacteria as well as removing over 92.6 per cent of the H1N1 influenza bug.

Hisense (Thailand) expects 72% revenue rise driven by TV, refrigerator and air-conditioner sales in 2022

Hisense has also unveiled its range of refrigerators and coolers, focusing on two-door side-by-side refrigerators and four-door/multi-door refrigerators. The focus is on luxury looks and simplicity in style, coupled with quieter refrigerator compressors. Hisense refrigerators and coolers have been recognised for their durability, energy-efficiency and friendliness to the environment.

“As for the washing machine segment, Hisense is focusing on the front-load washing machine “Pure Jet Series” with two models available: a 10kg capacity with 6kg washer-dryer and 8kg capacity. Both come with the Pure Steam Technology. Hisense also offers the top-load “Bubble Clean Series” with 13kg and 8kg capacity options available. The company also plans to launch a two-tub washing machine model this year in response to customers’ preferences,” said the director.

For its marketing and communications strategies, Hisense said it will retain a focus on boosting brand awareness, customer engagement, and brand image via public relations programmes.

The company’s marketing content is leveraging social media platforms to share user experience of Hisense products.

Meanwhile, Hisense’s sports marketing strategy will take centre stage as an official sponsor of the FIFA World Cup 2022, which is due to be held from November 21 to December 18 this year in Qatar.

It aims to expand its market reach by boosting the brand's global reputation and meeting the diverse needs and preferences of target consumers. The FIFA World Cup also presents a good opportunity to enhance Hisense brand awareness and recognition as the leader in electrical appliances in Thailand, the company added.

"Hisense TVs have been the No 1 top seller in China for 17 consecutive years, reflecting the brand’s leading advantages and firm foothold with innovation-driven products in the market," Chanchai said.

"Regarding marketing in Thailand, the company remains upbeat about sustained market growth opportunity and has targeted a 3 per cent share in the air conditioning market and 8 per cent in the refrigerator market."

For more information and further inquiries, visit www.hisense.co.th or www.facebook.com/HisenseThai