Haier Invests 5.25 Billion Baht in Rayong Premium Washer Plant
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On October 26, 2026, Haier Group reaffirmed its confidence in Thailand's potential by moving forward with an expansion plan investing over 5.25 billion baht to build a new washing machine factory at the WHA ESIE 5 industrial estate in Rayong province. The aim is to elevate Thailand into a major Southeast Asian production base for premium washing machines, with a maximum capacity of three million units per year to meet continuously growing demand for premium washers and advanced garment-care technology.
The new plant will serve domestic demand and expand export opportunities, targeting 60–70% of total output for key markets including Europe, Australia, New Zealand, and the Middle East. Haier will also leverage the factory's location in the Eastern Economic Corridor (EEC) and benefits from free trade agreements to improve order management and distribution efficiency, reduce logistics and customs costs, and enhance delivery agility and competitiveness in the global premium washer market.
This expansion is part of Haier's strategy to penetrate the premium washing machine segment, catering to Thai consumers who increasingly value garment-care technology and hygiene due to changing lifestyles and urbanization. This aligns with the group's 2025 performance, where its mid-to-high-end and premium washer lines grew 58%, while in the ultra-premium segment (priced above 60,000 baht), Haier became the only Chinese brand among the top three, reflecting growth potential in the high-end segment.
Historically, Thailand's premium washer market has relied heavily on imports. Haier is therefore upgrading domestic production capacity to reduce lead-time constraints and increase responsiveness to market demand. The new Rayong facility will deploy intelligent production lines to boost manufacturing efficiency and supply chain management, supporting two main premium product groups designed for modern consumers' garment-care and hygiene needs:
• Haier Triple Drum: An innovative three-drum-in-one washer with one main drum and two smaller drums, enabling convenient separation of children's wear, underwear, and general clothing for improved hygiene. • Haier X Series: Equipped with Ultra Fresh Air technology and Essence Wash function for enhanced cleaning performance, long-lasting antibacterial protection, and reduced drum odors.
