Home appliance giant Haier launched three new series of AI-powered washing machines in Thailand on Thursday, signaling a strategic push into the country’s premium market segment. The move comes as the company reports strong first-quarter growth and aims to capitalize on increasing consumer demand for smart, high-tech home solutions.
The company, which has been the world’s top home appliance brand by sales volume for 16 consecutive years, is targeting a 15% share of the Thai washing machine market and a sales increase of over 32% for the category in 2025. This follows a reported 27% year-on-year sales growth for Haier Thailand in the first quarter of 2025, reaching a value of 3.5 billion baht.
Dong Jianping, President of Haier Electrical Appliances (Thailand), noted that the Thai washing machine market, valued at over 1.6 billion baht, is growing despite broader economic challenges.
“The high purchasing power segment continues to grow, driven by a recovering real estate market,” Mr. Dong stated at the launch event. “Modern consumers now look for appliances that offer more than just convenience, focusing on intelligent technology, lifestyle-aligned design, and daily life-enhancing experiences.”
The new product lines—the L+, Laundry Center, and X Series—are designed to address these trends, with a particular focus on challenges posed by Thailand’s humid, rainy season. The company highlighted several proprietary technologies, including an I-Refresh Pro steam function designed to sanitize clothes and reduce musty odors, and an ergonomic “Asian Fit” design for user comfort.
The flagship L+ Series is an all-in-one washer-dryer unit that incorporates steam and advanced heat pump technology for garment care. It features a large 10.1-inch touchscreen and is priced at 89,990 baht.
For urban living and smaller spaces, Haier introduced the Laundry Center, a vertically stacked washer and dryer unit. It includes smart features like app-based remote control and a system that preheats the dryer for better efficiency, with a retail price of 64,990 baht.
The third line, the X Series, emphasizes automation with features like AI WASH, which automatically recommends washing programs, and SMART DOSING for dispensing detergent. Its launch is planned for the third quarter of this year, with pricing yet to be announced.
“We are confident that we can further grow the washing machine segment in both sales and market share,” Dong concluded. “Our strategy remains steadfast in its ‘Premium and high quality’ approach, prioritizing maximum consumer value in terms of function, technology, and price.”
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