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Siam Daikin targets turnover of Bt11 bn on innovation


JAPANESE AIR-conditioner manufacturer Daikin has launched a new range of products, backed by marketing campaigns as the end of the year approaches.

Hitoshi Tanaka, president of Siam Daikin Sales, said energy-saving cooling systems and space efficiency were the key features the company had incorporated in the new products that will be available in Thailand in the new year. 
The residential air-conditioning market in Thailand has grown continually, with the market size estimated at almost 1.6 million units this year, increasing by 5 per cent from the previous year’s 1.5 million units. It is expected that the overall market will grow by 10 per cent in 2017, whereas Daikin expects its sales to grow by 20 per cent on turnover of more than Bt11 billion. 
The strong growth is a result of expansion into major markets including Phuket, Chiang Mai and Khon Kaen, generating solid sales revenue, the company says. 

Stimulus to boost market
Moreover, the government’s year-end tax stimulus is expected to encourage people to buy air-conditioners. 
The increased sales are also believed to be due to the company’s promotional campaigns, whose presenter is Thai actor Nadech Kugimiya.
Tanaka said: “We are planning to open two more branches in Rayong and Nakhon Ratchasima in 2017 to offer inclusive and swift services. By 2018, we aim to [add] 10 more branches to cover the north in Nakhon Sawan, the northeast in Ubon Ratchathani, the central region in Ratchaburi and the south in Songkhla and Surat Thani.” 
The managing director also said that recently the firm had strengthened the potential of authorised dealers and turned ordinary outlets into Daikin Pro Shops, where all of its products are on offer as well as installation, maintenance and professional after-sale services. The firm has also established “Daikin Solution Plazas” to display air-conditioning innovations for the first time in Thailand. 
Daikin says it has also responded to the government’s Thailand 4.0 policy with Daikin 4.0 by bringing innovation and advanced technology into its operations. As a result, the company can deliver very efficient services that can respond well to the changing lifestyles of consumers, it says. 
For example, the Daikin 4.0 operation allows it to register air-conditioner purchases via an application and immediately issue electronic warranties to customers. Working via apps means the technicians can also precisely pin customer locations, which helps them deliver services promptly. In addition, customers will be reminded when their air-conditioners need cleaning. 
Because of the competition in the air-conditioning market, Daikin has laid out aggressive strategies for next year, focusing on three pillars. 
First is a new call centre with four main numbers, which will be the main channel for maintenance and repair work for consumers nationwide, due to launch in January. 
Second, Daikin aims to offer an online shop for spare parts and express delivery. 
Third, it plans to achieve highest customer satisfaction. Satisfaction surveys post-service can be conducted by way of a smartphone app. Daikin has also initiated an internal policy to deal with any customer complaints within one to two days. 
Daikin was the first to introduce R32 refrigerant to Thailand in 2014 in all household air-conditioning units as well as swinging inverters. 
Daikin has a 40 per cent share in the inverter segment, which is expected to rise to 50 per cent in 2017.
This trend results from the increasing popularity of energy-saving air-conditioning units and lower prices for this type of technology. 
 

Published : December 23, 2016

By : THE NATION