Pricing competition has also intensified, particularly between Chinese and Korean brands, with Chinese models typically priced 10–20% lower.
One notable newcomer to the market is Chinese tech giant Xiaomi, previously known for smartphones and small household appliances. Xiaomi is entering the Thai air conditioner segment with a strong focus on technology, targeting online platforms and flagship stores such as the one in Siam Paragon.
Ratchata Suttapattanon, Chief Product Officer at The Mall Group’s Power Mall, commented on the influx of Chinese brands: “The growing presence of Chinese home appliance brands in Thailand—marked by increased investment, new factories, and aggressive marketing—is driven by trade wars, tax considerations, and the strength of Thailand’s supply chain, which is comparable to the automotive industry. This makes Thailand an attractive investment location despite higher labour costs compared to neighbouring countries like Vietnam.”
The entry of emerging Chinese brands is expected to further intensify price competition in Thailand’s air conditioner market. With each brand aiming for leadership, the battle for market share is set to become even fiercer in the months ahead.
