Beko, one of the three largest white goods companies in Europe, is promoting Thailand as a manufacturing hub for Asia-Pacific, the US, Canada, Africa and Europe, presenting its Rayong factory as a model site for the brand's leading technologies.
The company plans to introduce new product line-ups and dominate multiple market segments to serve individual preferences by rolling out omni-channel marketing campaigns to reach all customer segments, said an executive from the company.
Utku Bari Pazar, chief strategy and digital officer, said under the umbrella of Arçelik, a global home appliances manufacturer, Beko has consistently increased its market share globally and in Asia-Pacific.
Thailand is a natural strategic priority for the company because of its strong infrastructure, distinctive production potential and central geographic location, he said.
"We established our Beko regional manufacturing hub in Thailand in 2014, investing more than 6 billion baht or roughly €166 million in the group's manufacturing operations," said Mr Pazar.
Beko expects to increase its production capacity to 750,000 units by 2024, up from 600,000 units per year at present. The company can accelerate its exports to other countries within Asia-Pacific, as well as the US, the Middle East and North Africa, and Europe, he said.
Mr Pazar said Beko has committed to deliver more environmentally friendly products and services under Arçelik's vision "Respecting the World, Respected Worldwide".
"We set an ambitious goal to achieve net zero by 2050 and are proudly recognised as a strong leader in sustainability by leading platforms, including the Dow Jones Sustainability Index," he said.
Mr Pazar said the group's Rayong factory is a world-class manufacturing hub equipped with innovative technologies. For instance, HarvestFresh, a technology for refrigerators, helps to keep food fresher for longer by preserving the vitamins in fruit and vegetables.
Beko is preparing to add a premium refrigerator to its portfolio, manufactured in Rayong, with an investment of 130 million baht. It is expected to go on sale in early 2023 in all the company's export markets.
Arel Atakol, regional director for Asia-Pacific at Beko Thailand Co, said the major export products in this region are refrigerators, accounting for more than 40% of sales volume, followed by washing machines, dryers, dishwashers and ovens.
"This year has been tough for everyone as we were bombarded by the impact of Covid-19. However, we are continuing to record average sales growth of 25%," he said.
"We aim to double our business growth by 2024, driven by the creation and development of new products for the market."
The pandemic adjusted consumer behaviour, making people have greater confidence in shopping online, said Mr Atakol. Gen Z customers are making more purchasing decisions, which means brands need to track and analyse their shopping behaviours on digital platforms, he said.
"Beko is moving towards achieving long-term sustainable growth and becoming the first home appliances brand that consumers think of within the region," said Mr Atakol.
