According to the statistics of the Thai air-conditioning market, among the top 10 air-conditioners in the market, only Haier is on the list. Haier Air Conditioning is also the only Chinese air-conditioning company that has established factories in Thailand. From the TOP10 rankings, Daikin, Samsung, LG, Mitsubishi Electric and other Japanese and Korean air-conditioning brands have established factories in Thailand, and the localization is solid. Among the Chinese brands, only Haier has established a factory in Thailand to achieve the trinity localization. Other Chinese air-conditioning companies are mainly exporting a large number of OEMs and selling a small number of independent brands. It can be said that Haier is the most thoroughly globalized brand among Chinese home appliance companies.
According to the data, Thailand accounts for 20% of Southeast Asia's air conditioning capacity. It is the second largest air conditioner market in Southeast Asia and the second largest air conditioner production and exporter in the world. Therefore, all domestic appliance brands will preempt the Thai market when they enter the Southeast Asian market. Here, the Japanese and Korean brands have been monopolized for 40 years, not only to build localized factories, but also to have a high degree of audience acceptance.
As a latecomer, it is difficult for Chinese home appliance companies to enter the Thai market. For local manufacturing, if you focus on your own brand, Chinese companies need to start from 0, to build a comprehensive sales and marketing network, localized service team. The current market situation is that China's brand awareness is low, and there is no corresponding channel and service support for investment and construction factories. It is difficult to form a sales scale in the local area. It is not wise for some Chinese companies.
Their usual method is to export OEM instead of creating a brand. Although the export volume of each brand is comparable, the share of independent brands is almost negligible, and they are classified as others in the market share statistics of the Thai market. The result is that Chinese household appliances are selling very hot in China, but it is difficult to find out in foreign countries. Exporting OEM has not brought about an increase in brand recognition. In the long run, it has formed a vicious circle of “Don’t dare to go outâ€. But what is certain is that, unlike product exports, the brand “going out†is a strategic investment for Chinese home appliance companies. All enterprises must start from 0. Although this brand is difficult to create, it must be able to withstand loneliness. Slowly train to develop in the right direction.
Haier air conditioning chooses the most difficult road to creating a brand. In 2002, it took the lead in exporting to Thailand, and opened up this new market with “Haierâ€. In 2009, it built a Thai air-conditioning factory and built a perfect three-in-one system of local R&D, manufacturing and marketing. Different paths bring different market results. From the first few product models to the home and commercial products, Haier Air Conditioning is the only Chinese independent brand face that breaks the monopoly of Japan and South Korea and is on the list.
"People's single in one" gives Haier the exclusive name "T-Haier"!
In Thailand, Haier Air Conditioning is based on the interaction with the users. Through localized manufacturing, localized R&D, and localized marketing practitioners, the single-in-one mode has been recognized by local users and customers, so that there is a Thailand's exclusive name - "T-Haier (Haier)."
In 2010, Haier Air Conditioning proposed a “three-year warranty†in Thailand, which made Thai consumers realize that “Haier is a quality-assured brandâ€. At that time, the Thai market included Japanese and Korean brands, and they all promised only one year warranty. This innovation not only subverts the Thai people's cognition, but also stimulates peers to follow up, forcing product quality and service standards to improve.
Compared with the Japanese and Korean brands entering the Thai market with a single product model, Haier Air Conditioning provides differentiated solutions for local users. Around 2013, a Japanese refrigerator can be sold in the Thai market for five or six years. Now, Haier is the full range of products in the Thai market, and the high-end transformation has also achieved initial success. From the popular products in the past to the self-cleaning of frequency conversion, Yunding new living room air conditioner, magnetic levitation and other Haier smart home air solutions. In particular, self-cleaning, in addition to being listed in Thailand, is also widely promoted in Southeast Asia. An interesting phenomenon also explains the important reason for the very small amount of Haier's other Chinese brands entering the Thai market. Because in Thailand due to energy shortages, the local requirements for imported products must be 5 star energy efficiency rating, but there are not many Chinese brands and product models. Haier's full range of inverter air conditioners have the advantage of 5 stars, which makes it easy to use in the Thai market.
Haier is also the only Chinese home appliance brand in the Thai Bin Buri Industrial Park. This is to provide a differentiated solution to meet the needs of the market in Thailand and the Middle East. Therefore, Haier built the only central air conditioner in the area. DCS training room and air conditioning laboratory. At present, Haier Air Conditioning has two manufacturing bases in Thailand and Vietnam, two air conditioning R&D laboratories and eight major marketing network channels, covering the Southeast Asian market. Based on the Trinity layout, Haier Air Conditioning ranks first in China's own brand in the Thai market, and Haier and AQUA double brands rank first in the Southeast Asian market.
In addition to Thailand, Haier Air Conditioning also showed a global transcript. In Russia, Cyprus, Malta, Pakistan and other countries to achieve the market number one, in India, Thailand, the United States and other countries have achieved China's own brand first, become the global interconnected air-conditioning champion, set up a "brand-name" for Chinese home appliance companies.
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