Haier begins construction of AI-powered factory in Thailand

Chinese home appliance giant Haier broke ground on an artificial intelligence-powered central air conditioning manufacturing base in Rayong, Thailand on Tuesday, marking a major step in its expansion in Southeast Asia.

With a total investment of more than 1 billion yuan ($147 million), the project covers about 12 hectares. According to the Qingdao, Shandong province-based company, the base will become Haier's first overseas AI-driven factory dedicated to central air conditioning production and the largest smart manufacturing base for central air conditioning systems in Southeast Asia.

As urbanization accelerates across Southeast Asia, demand for commercial air conditioning systems has continued to surge. Regional order demand is expected to exceed 220,000 units by 2030, making the Southeast Asian manufacturing base a key part of Haier's global strategy, according to a market forecast.

According to the company, the factory will feature an automation rate of over 65 percent, enabling efficient large-scale production and a rapid response to market demand. It is expected to meet the growing demand in Thailand but also serve the broader Southeast Asian markets and support high-end orders from other countries and regions.

In terms of sustainability, the factory will be built in line with Leadership in Energy and Environmental Design (LEED) Platinum standards, the highest rating in the globally recognized LEED green building certification system. The entire production process is designed to reduce carbon emissions and energy consumption, creating a new benchmark for efficient, low-cost and green intelligent manufacturing.

Haier entered the Thai market in 2002 and has since expanded steadily through a localized development strategy. After 24 years of growth, the company's brand awareness in Thailand has reached 92 percent. Haier now ranks first in Thailand's white goods market overall, with its air conditioners leading sales over five consecutive years.

To date, Haier's cumulative investment in Thailand has exceeded $500 million, creating more than 5,000 local jobs. The company's annual sales in the country has surpassed $650 million, according to company data.

In September last year, Haier opened an air conditioner manufacturing plant in Chon Buri, focusing on household air conditioners.