According to statistics from the Thai air-conditioning market, among the top 10 air-conditioning brands in the market, only Haier is on the list. Haier Air Conditioner is also the only Chinese air conditioner company with a local factory in Thailand. From the TOP10 ranking, Daikin, Samsung, LG, Mitsubishi Electric and other Japanese and Korean air conditioner brands have factories in Thailand, and the localization foundation is solid. Among the Chinese brands, only Haier has a factory in Thailand to realize the localization of the Trinity. Other Chinese air-conditioning companies still mainly export a large number of OEMs and sell a small number of independent brands. It can be said that Haier is the most thoroughly globalized brand among Chinese home appliance companies. Statistics show that Thailand accounts for 20% of Southeast Asia's air-conditioning capacity, making it the second-largest air-conditioning market in Southeast Asia and the second-largest air-conditioning production and exporter in the world. Therefore, any home appliance brand from various countries entering the Southeast Asian market will preempt the Thai market. Here, the Japanese and Korean brands have monopolized for 40 years, not only to build local chemical plants, but also a high degree of audience acceptance. As a latecomer, Chinese home appliance companies are facing difficulties in entering the Thai market. Taking localized manufacturing as an example, if you are focusing on independent brands, Chinese companies need to start from zero, build a complete sales and marketing network, and localized service teams. The current market situation is that Chinese brand awareness is low, and there is no corresponding channel and service support for the construction of the factory. It is difficult to form a local sales scale, which is not a wise move for some Chinese companies. Their customary method is to export OEM instead of creating brand. Although the export volume of each brand is similar, the share of independent brands is almost negligible, which is classified as others in the market share statistics of Thailand. The result is that Chinese home appliances are selling very hot in the country, but it is difficult to find a figure abroad. Export OEM has not brought about brand awareness improvement, and a vicious circle of “dare not to go out†has been formed in the past. But what is certain is that unlike product exports, the brand "going out" is a strategic investment for Chinese home appliance companies. All companies must start from 0. Although this brand is difficult to create, it must be lonely. Slowly cultivate to develop in the right direction. Haier Air Conditioning chose the most difficult road to brand creation. In 2002, it took the lead in exporting to Thailand and opened up this new market with the "Haier brand". In 2009, it established a Thai air-conditioning factory and established a perfect trinity system of localized R & D, manufacturing and marketing. Different paths bring different market results. Haier Air Conditioner is the only Chinese brand that has broken the monopoly pattern of the Japanese and Korean systems and made the list from the first few product models to all household and commercial products. "Randanheyi" gave Haier the exclusive name "T-Haier"! In Thailand, based on the interaction with users, Haier Air Conditioning has gained the recognition of local users and customers through the localized manufacturing, localized research and development, and localized marketing practice of the single-in-one model. Thailand's exclusive name-"T-Haier (Thailand Haier)". In 2010, Haier Air Conditioner proposed a "three-year warranty" in Thailand to make Thai consumers realize that "Haier is a brand with guaranteed quality". At that time, the Thai market, including Japanese and Korean brands, only promised a one-year warranty. This innovation not only subverts the perception of Thais, but also stimulates peers to follow up, forcing product quality and service standards to improve. Compared with Japanese and Korean brands that enter the Thai market with a single product model, Haier Air Conditioner provides differentiated solutions for local users. Around 2013, a Japanese refrigerator can be sold in the Thai market for five or six years by changing its color. Now, Haier is launching a full range of products in the Thai market, and high-end transformation has also achieved initial success. It has upgraded from the popular products in the past to variable frequency self-cleaning, Yunding new living room air conditioning, magnetic suspension and other smart home air solutions. Especially self-cleaning, in addition to being listed in Thailand, is also being promoted in Southeast Asia. An interesting phenomenon also explains the important reason why Chinese brands other than Haier have entered the Thai market very little. Because of the shortage of energy in Thailand, the local requirements for imported products must be 5 star energy efficiency grades, but there are not many Chinese brands and product models that meet. The advantage of Haier's full range of inverter air conditioners to meet the requirements of 5 stars allows it to be able to easily handle the Thai market. Haier is also the only Chinese home appliance brand in Kobe Buri Industrial Park, Thailand. This is to quickly meet the market needs of Thailand and the Middle East and provide differentiated solutions. Therefore, Haier built the factory and also built the only local central air conditioner DCS training room and air conditioning laboratory. At present, Haier Air Conditioning has two manufacturing bases in Thailand and Vietnam, two major air-conditioning research and development laboratories and eight major marketing network channels, which fully cover the Southeast Asian market. Based on the trinity layout, Haier Air Conditioner ranks first among Chinese independent brands in the Thai market, and Haier and AQUA dual brands rank first among Chinese brands in the Southeast Asian market. In addition to Thailand, Haier Air Conditioning also showed a transcript of globalization. In Russia, Cyprus, Malta, Pakistan and other countries to achieve market first, in India, Thailand, the United States and other Chinese brands have become the first, become the global champion of interconnected air conditioning, for the Chinese home appliance enterprises set a "creative brand model." 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