Haier, a global titan in home appliances, has launched a major offensive into Thailand’s lucrative commercial air conditioning market with the inauguration of the ‘Haier Thailand Training Centre‘. This pioneering facility, the first of its kind in the nation, serves as a fully integrated hub for training and advanced commercial HVAC solutions. The strategic move is designed to aggressively capture B2B market share, elevate professional service standards, and strategically position Thailand as the central hub for appliance services throughout the ASEAN region, as the company targets over 1.108 billion baht in commercial HVAC sales by 2025.
BANGKOK, THAILAND — In a significant strategic pivot, Haier (Thailand) is leveraging its 16-year reign as the world’s number-one home appliance brand to challenge the commercial and industrial HVAC sector. The company’s leadership has identified a substantial and growing opportunity fueled by escalating investments across Thailand’s real estate, hospitality, retail, and manufacturing industries. This expansion is not merely about introducing new products but about cultivating a comprehensive ecosystem to support long-term, sustainable growth in the B2B space.
The launch of the Haier Thailand Training Centre on August 8, 2025, marks the cornerstone of this ambitious strategy. It represents a direct response to the increasing market demand for sophisticated climate control systems, particularly MRV (Multi-split Variable Refrigerant Volume) systems, which are celebrated for their adaptability to diverse building sizes and complex functional requirements.
Mr. Dong Jianping, President of Haier Electrical Appliances (Thailand) Co., Ltd., articulated the vision behind this significant investment. “We’ve observed a positive growth trajectory in the commercial and industrial HVAC market, which has seen increasing investment across real estate, hotels, retail, and manufacturing,” he stated. “In particular, MRV (Multi-split Variable Refrigerant Volume) systems are gaining popularity for their ability to adapt to various building sizes and functions. To capture these opportunities, we’ve expanded into the commercial segment and launched the Haier Thailand Training Centre – our first in the country – to boost service capabilities, elevate professional standards, and strengthen partnerships.”
The president’s statement underscores a multi-faceted approach. The centre is designed not only as a training ground but as a nexus for innovation and collaboration. The ultimate goal, as Mr. Dong explained, is ambitious: “Our goal is to become a regional centre of excellence for HVAC innovation and services, integrating technical knowledge throughout ASEAN. This initiative will also support sustainable, full-service after-sales capabilities, aligned with our target of generating over 1.108 billion baht in commercial HVAC sales by 2025.”
A New Paradigm in Service and Technology
The Haier Thailand Training Centre distinguishes itself by being more than a traditional technical school. It is engineered as a fully integrated system that merges three critical components: state-of-the-art educational programs, advanced design software, and intelligent service platforms. This unique combination is set to transform the company’s service model from reactive to proactive. The facility’s integrated smart platforms will enable real-time analysis of equipment usage and performance, creating a direct and invaluable feedback loop to Haier’s research and development teams for continuous product improvement and innovation.
This focus on intelligent technology is central to Haier’s mission to evolve into a “true tech-driven service leader.” The emphasis on workforce development is profound, with the curriculum designed to build comprehensive expertise in both foundational technical skills and the application of modern smart technologies.
The training offered is intensive and meticulously structured to address the complexities of modern HVAC systems. Technicians, engineers, and designers will undergo rigorous courses covering a wide spectrum of essential topics. These include critical skills such as Load Estimate & Building Load Profiles, the fundamentals of HVAC principles, specialized MRV system design and installation, and proficiency in software-based sizing and selection for MRV units. Furthermore, the training encompasses advanced troubleshooting techniques and comprehensive system start-up and commissioning procedures for both MRV and large-scale chiller systems.
Thailand as the ASEAN Hub and a Commitment to Sustainability
A core pillar of Haier’s long-term vision is the establishment of Thailand as the premier hub for appliance services for the entire ASEAN region. The new training centre is the first and most critical step in realizing this goal. By centralizing advanced training and technical knowledge in Thailand, Haier plans to standardize service excellence and disseminate best practices across its regional operations, creating a unified and highly skilled service network.
This strategic initiative is also deeply intertwined with a commitment to sustainability and corporate responsibility. Guided by the principle of sustainable growth, the centre’s operational philosophy and training curriculum are designed to support broader environmental, social, and governance (ESG) goals. A key focus is on promoting the design of highly energy-efficient systems that align with Green Building standards and support the development of Smart Cities, a direction that mirrors Thailand’s national urban planning objectives. The centre’s methodology also aims to reduce installation errors, which can lead to energy waste and system inefficiencies, and to minimize the carbon footprint of its service operations by cutting technician travel through a robust remote service system.
A Dual-Focus Strategy for Holistic Market Growth
While the new centre signals a powerful push into the B2B arena, Haier remains firmly committed to its vast consumer base. Mr. Dong elaborated on this dual-pronged strategy, ensuring continued growth across all market segments.
“Haier also plans to aggressively expand both B2C and B2B customer bases,” Mr. Dong added. “On the household front, we continue to focus on air conditioning solutions tailored for smart home living, offering technologies that enhance convenience and energy savings. In the B2B segment, we will target commercial buildings, hotels, and office spaces by collaborating with system designers, technicians, and project developers to build a comprehensive, sustainable ecosystem – spanning system design, installation, and efficient after-sales service.”
This holistic approach, which leverages the company’s 2019 strategic shift from being a pure appliance provider to a leader in the Internet of Things (IoT), is crucial. It aims to create what Haier envisions as a “pioneering ecosystem brand” within the Thai market, where products, services, and partnerships are seamlessly integrated.
Concluding his remarks on the launch, Mr. Dong emphasized the transformative nature of the investment. “Haier Thailand Training Centre represents a significant milestone in our efforts to elevate service excellence – not just in terms of sales, but in becoming a true Tech-driven Service Brand,” he concluded. “Our mission is to systematically enhance service quality and professional training standards while setting a new industry benchmark, especially in the rapidly expanding commercial air conditioning sector which plays a crucial role in the long-term economic structure. Looking ahead, Haier plans to establish training centres in additional regions and expand the knowledge base from the air conditioning category to other product lines, elevating service standards across all segments.”
This forward-looking statement signals that the Thailand training centre is a blueprint for Haier’s future, a model of investment in skill, technology, and service that will be replicated to reinforce its global leadership and drive sustainable growth for years to come.
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