COMPETITIVE LANDSCAPE
Chinese brands intensify price war and market share shifts
The air conditioners market in Thailand is moderately concentrated, with the top players holding significant shares. In 2025, the top manufacturer, TCL Electronics (Thailand) Co, Ltd, held a 16% retail volume share, followed by Mitsubishi Electric Kang Yong Watana Co, Ltd.
Emerging players disrupt market with innovative offerings
The emergence of new players, such as Xiaomi with its Mijia Air air conditioner, is disrupting the market with innovative offerings and aggressive pricing strategies. Xiaomi's Mijia Air, launched in 2025, is priced at THB12,499, significantly lower than comparable models from leading brands, making it approximately 10% cheaper.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Conditioners industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Air Conditioners industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Air Conditioners in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Air Conditioners in Thailand?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Air Conditioners in Thailand - Category analysis
KEY DATA FINDINGS
Intense price competition, localisation and integration of smart technologies
Haier's localised manufacturing boosts consumer confidence
Split air conditioners dominates sales with high demand
Localisation drives market growth through trust and efficiency
Energy efficiency and smart features to drive future growth
Split air conditioners maintain dominance
Localisation and e-commerce to shape competitive landscape
Chinese brands intensify price war and market share shifts
Emerging players disrupt market with innovative offerings
Retail offline channels dominate despite online growth
No new retail brands or concepts emerge in 2026
LG drives innovation with AI-powered energy savings
Businesses gain competitive advantage through innovation
Consumer Appliances in Thailand - Industry Overview
A robust performance in 2025
Rising incomes and urbanisation drive consumer appliances sales
Refrigeration appliances leads major appliances sales, driven by high penetration
Vacuum cleaners sees dynamic growth, driven by urbanisation
Tech-savvy consumers drive demand for smart appliances
Vacuum cleaners to grow rapidly
E-commerce and smart technologies to reshape retail landscape
Haier and Sharp lead with innovative smart appliances
No significant mergers or acquisitions in 2025
Retail offline remains dominant, though e-commerce grows
LG Subscribe fuels e-commerce boom with flexible options
E-commerce gains traction with omnichannel shopping behaviours
Haier drives innovation with AI-powered appliances
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Air Conditioners
- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
Air Conditioners
This category includes portable room air conditioners, split air conditioners and window air conditioners.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Air Conditioners research and analysis database.
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