KEEPING COOL
After five decades in Thailand, DAIKIN – a world leader in air conditioning technology – is looking ahead to retaining its ranking at the top
among all household electrical appliances, an air conditioner is a musthave, especially considering the hot and humid weather conditions year-round in Thailand. Modern consumers, however, are not only satisfied with a perfectly functional air conditioner, but also one that saves energy, is environment-friendly and comes equipped with proper after-sales services. To achieve all that takes expertise, exceptional know-how and a passion for service. Japanese firm Daikin exceeds in all these areas and is set to strengthen its 50-year-long presence in Thailand.
Hitoshi Tanaka, president of Siam Daikin Sales Co Ltd, says the company’s goal is to become the biggest air conditioner brand in the world. “Daikin started out developing air conditioners for Japanese submarines during the Second World War, so we’re a company that has been involved with air conditioners since the very beginning – accumulating air conditioning expertise and know-how since then,” he says. Having worked with Daikin for 27 years, Tanaka was previously positioned in the US and India, before taking up his position in Thailand in 2016.
“Daikin started importing our products to Thailand in 1968 – products and air condition systems that are developed for the comfort of consumers here, according to the country’s climate and environment. Daikin also provides our services nationwide, currently claiming the biggest market share in Thailand, which was 23 percent in 2017.”
According to the him, Daikin is the innovation leader in the realm of air conditioner technology and has constantly revolutionised the industry. One example is the fact that Daikin is the first brand to use R32 refrigerant in household air conditioners in Thailand (since 2014). The R32 is a highefficiency refrigerant that does not damage the ozone and has three times less effect on global warming than R410A. At the same time, R32 is 60 percent more efficient than R22. Combined with Inverter technology, R32 helps make an air conditioner more energy efficient.
Good products require also exceptional technical support and service, especially air conditioners. That’s the idea behind Chang Air DD, a training program for air conditioner technicians that was initiated by Daikin with the Department of Skill Development.
“We want our customers to be absolutely satisfied with both the product and the installation. When they see bad wiring or messy pipes, it reflects badly on the brand and not the technician. Daikin pays attention to all the details to ensure customers are getting the best of everything,” Tanaka explains. “Our training for technicians serves various purposes, but the most important reason behind it is to develop knowledgeable and skilled technicians to provide the highest standards of service, quality and safety. We’re entering the third phase now with Chang Air DD with more than 800 technicians participating so far.”
With current total sales in Thailand of 9,000 million Baht, Daikin is aiming at a target of 15,000 million Baht by 2020. “We are currently the number one bestselling air conditioner brand in Thailand with the biggest market share. We’re also the world’s number one air conditioner brand. But the gap between us and the second player is very small. By 2020, we want to become the absolute number one brand in all aspects, from sales to services and customer satisfaction.”
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