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Toshiba Thailand targets 30% growth to lead ASEAN home appliance market.

Toshiba Thailand targets 30% growth to lead ASEAN home appliance market.

Khaosod•Economy•131d ago

Reader Briefing

Toshiba Thailand eyes 30% growth and ASEAN leadership with expanded product lines and premium market focus.

  • •Toshiba Thailand reported 22% growth in 2025 and targets over 30% growth in 2026, aiming to become the No. 1 home appliance brand in ASEAN.
  • •The company is focusing on product expansion, technology, design, and reaching a premium market segment with enhanced after-sales service.
  • •Despite a 7.1% market contraction in Thailand for home appliances in the first 11 months of 2025, Toshiba Thailand achieved significant growth in specific product categories.

Overview

  • •In 2025, Toshiba Thailand achieved 22% growth, exceeding market expectations.
  • •For 2026, Toshiba Thailand targets over 30% growth in order to become the No. 1 home appliance brand in ASEAN.
  • •In the first 11 months of 2025, the Thai home appliance market (excluding TVs) was valued at approximately 70,000 million THB, a 7.1% decrease from 2024 due to less hot weather impacting air conditioner sales.
  • •Toshiba Thailand saw specific product growth in 2025, including 60% for multi-door refrigerators, 61% for front-load washing machines, and 166% for fans, resulting in total sales of 2.4 million units.
  • •Toshiba Thailand plans to enhance product technology, design, and variety to cater to diverse consumer needs, resulting in increased market share.
  • •The company intends to expand sales channels, increase in-store sales staff, and modernize retail spaces to create a better point-of-sale experience, aiming to attract younger consumers and the premium market.
  • •Toshiba Thailand is launching over 60 new products in 2026, with a focus on refrigerators, washing machines, kitchen appliances, and water heaters to drive growth.
  • •Toshiba Thailand will invest 12.5% of its budget in marketing, including outdoor media, point-of-sale promotions, and digital marketing, to increase brand visibility and consumer engagement.

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Key Quotes

Toshiba Thailand Executive
"For Toshiba Thailand, this year we aim to be No. 1 in the home appliance market, striving to maintain the top sales position and increase market share."
สำหรับโตชิบา ไทยแลนด์ ปีนี้เราตั้งเป้าเป็นเบอร์ 1 ในตลาดเครื่องใช้ไฟฟ้า โดยมุ่งหวังรักษาตำแหน่งแชมป์ ยอดขายอันดับ 1 และเพิ่มสัดส่วนการตลาดมากขึ้น
Arunpong Thongsutthi, Product Manager, Toshiba Thailand
"Toshiba has strategized products into 4 groups to meet diverse customer needs."
โตชิบาวางกลยุทธ์ผลิตภัณฑ์เป็น 4 กลุ่ม เพื่อให้ตอบโจทย์ลูกค้าที่หลากหลาย

Key Entities

Organization

Toshiba Thailand(โตชิบา ไทยแลนด์)ℹ️
The Thai subsidiary of Toshiba, aiming for market leadership in the ASEAN home appliance sector.

Person

Arunpong Thongsutthi(อรุณพงศ์ ทองสุทธิ)
Product Manager at Toshiba Thailand, responsible for product strategy.