Haier has invested USD$270 million in a new smart factory in Thailand.
The new facility, located in Chonburi province within Thailand’s Eastern Economic Corridor (EEC), is a cornerstone of Haier’s strategy to align with the country’s “Thailand 4.0” and “New S-Curve” economic development initiatives.
Spanning 324,000 square meters, the plant will leverage smart manufacturing technologies to eventually produce over 6 million air conditioning units annually, with the vast majority destined for export.
Haier Group chair, Zhou Yunjie, said this investment reflects the company’s confidence in the Thai economy.
He said Haier’s vision is to elevate Thailand into a strategic ASEAN production base that integrates the entire supply chain, from manufacturing and R&D to global exports.
Haier has outlined an ambitious three-phase production plan for the new factory, targeting a total output of 12.5 million units valued at approximately USD$1.7 billion between 2025 and 2027.
- Phase 1 (2025): Production begins in September, targeting 3 million units.
- Phase 2 (2026): Capacity increases to 3.5 million units.
- Phase 3 (2027): The factory will reach its full projected capacity of 6 million units.
Given that Haier’s current domestic sales in Thailand are around 500,000 units per year, this massive expansion is clearly export-oriented.
The company plans to ship its “Made in Thailand” units to markets across ASEAN, the Middle East, Eastern Europe, and eventually North America.
While heavily automated, the factory is not abandoning the human element. The project is expected to create over 3,000 jobs, primarily for Thai workers, striking a balance between advanced automation and skilled human labour.
This hybrid approach aims to maximize both efficiency and quality while driving local economic growth.
Concurrently, the company’s existing plant in Prachinburi will be upgraded and converted into a specialized production centre for refrigerators and other cooling appliances.
“Our long-term plan is not just about building factories, but about developing a comprehensive Smart Factory ecosystem with advanced automation and a dedicated R&D centre,” Zhou said.