Whirlpool Asia appoints distributor
US-based Whirlpool Asia Co Ltd has appointed Life Orient Co Ltd the exclusive distributor for its home-appliance products in Thailand, in a bid to boost its brand-building activities and after-sales service.
Mark Hu, executive vice president for Asia, yesterday called the appointment the company's first move towards stepping up its operations in Thailand. If the alliance proves successful, Whirlpool Asia hopes to expand its operations in Thailand within the next two or three years. "Thailand is a potential market for our business expansion, but that depends on market size and business opportunities after the country completes its free-trade agreement with China, India and other countries, helping reduce production costs. However, the company will not invest during the next couple of years, but rather will wait to see the market situation," he said. Whirlpool entered Thailand 16 years ago, developing its marketing plan and distribution channels on its own. However, with its sales in Thailand growing by Bt600 million to Bt700 million a year, the company decided it was time to bring in a strategic partner, Life Orient, a subsidiary of Hi Fi Orient (Thailand), which is in turn a subsidiary of the Singaporean-based Eastern Asia Technology Group. "We expect aggressive sales growth with the appointment of our new strategic partner to distribute our products in the Thai market, but we cannot say at the moment by how much," said Hu. Life Orient managing director Keenan Kwok said his company was established in May with registered capital of Bt200 million. The company will provide after-sales service for Whirlpool customers and participate in dealer activities "that reflect the premium quality of the products themselves". Whirlpool has 150 dealers nationwide. The company wants to build up its brand as an innovative product in the minds of Thai consumers. As a result, the company will focus its activities on the high-end market. Kwok said the company expected sales of Bt600 million in the first year of operation. Whirlpool's main products include refrigerators, washing machines, clothes dryers, cooking appliances, dishwashers and microwave ovens. There are currently more than 100 models of Whirlpool products on the market. Somluck Srimalee The Nation
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