Mitsubishi Electric Kang Yong Watana plans to kick start the year 2022 by actively penetrating the market and retaining its No.1 air-conditioner market leader in Thailand. The company launches new innovative products in 5 categories to vigorously compete in the market such as the latest Mitsubishi Electric Mr. Slim Air Conditioner AW Series featuring 3D Move-eye Kiwami which highlights on its innovative strength that caters to smart lifestyle with 32-point genius sensor which can precisely detect body temperature and peoples’ movement. In addition, the company has launched new model of Mr. Slim Package Air Conditioner, Standard Inverter M-Series which is the ultimate in energy saving, new great value 2-door Refrigerators FS45 and FC38, modern-designed Electric Fan and Air Purifier imported directly from Japan to battle against COVID-19 pandemic. Furthermore, the company will invest over a billion baht for marketing expenditure to enhance consumer awareness. The company is confident that its strategies would drive 2022 sales growth from 2021 by over 120%.
 
Mr. Shinji Kamiya, Managing Director of Mitsubishi Electric Kang Yong Watana Company Limited said “COVID-19 pandemic caused enormous changes in people’s lifestyle here in Thailand. Under environmental changes such as work style shift to work from home and dinning at home, our company has been offering new products for more users’ comfortable and safety life. This year, we launched new product line-ups aiming for more comfortable life and energy saving in various categories such as room air-conditioner, refrigerator, electric fan, ventilation fan, air purifier and air conditioning system for commercial use.
 
Besides new products, to improve customer satisfaction, our company has been working to strengthen our business foundation including logistics and after sales service. In terms of logistic capability, following regional hub warehouse in Lampang established in 2019, we launched a northeastern region hub warehouse in Khon Kaen in November 2021. Building new hub warehouse has shortened delivery lead time dramatically. As for the after-sale services, our company invested 60 million Baht and has built up “online service system”. This new system made it possible to monitor every step of the process from taking service order from customers until completion of repair and improve repair response speed and lessen after sales service lead time.
 
Our sales in the fiscal year 2021(April 2021 – March 2022) have been affected by COVID-19 pandemic and have been facing severe situation. Although we continue to retain No.1 market share of the room air-conditioner which are our core product, the demand of home appliance market in Thailand in 2021 posted 93% growth compared to 2020 and our company also got impact of COVID-19 in 2^nd quarter (July to September) and will end up with 95% growth in the fiscal year 2021. After 2022, due to the impact of COVID-19 new variant, Omicron strain, we keep facing uncertain situation and we see we have to wait until 2023 for the same level of home appliances demand (incl. home use and commercial use) in 2019, that is before COVID-19. We are targeting 120% growth of sales in the fiscal year 2022 (April 2022 – March 2023) comparing with 2021 by strengthening production function, enhancing product line-ups, improving logistic and after-sale service system, and investing over 1,100 million baht in sales promotion expense”.
 
“In the medium to long term, we will position the B2B domain as a growth field and will focus our management resources on expanding sales of commercial air conditioning equipment. We plan to expand sales branches throughout the country (from currently 6 to 8 branches until 2025) and offering new customer value by system products and equipment in addition to the current product, we aim to increase the sale ratio of B2B business group to 30% of the total sales in 2025.”
 
“Mitsubishi Electric Kang Yong Watana celebrated its 50th anniversary in November last year. Our management philosophy is "We will provide Thai people with a richer social life through sales and service activities of home appliances and housing equipment, and through our corporate activities, we will continue to solve environmental and social problems”. Under this philosophy, we will keep making efforts so that everyone in Thailand can live a safe, secure, and comfortable life.”
 
Mr. Praphon Potivorakun, Deputy Managing Director, Mitsubishi Electric Kang Yong Watana Co., Ltd. revealed “In the fiscal year 2022, our company will continue to strengthen after-sale service operation focusing particularly on the customers’ benefit. We have realized real-time after-sale service system development by “MKY Online Service System” connecting Mitsubishi Electric Kang Yong Watana service centers and authorized service centers together to improve both B2C and B2B customers’ satisfaction. At the same time, the company has increased modern communication network among the technical team of Mitsubishi Electric Kang Yong Watana service centers and authorized service centers so they can speed up the problem-solving process for the customers. Raising after-sale service capacity for customers covering all regions is in line with the company’s business policy regarding the expansion of B2B customer base to accommodate the economic expansion under the public sector’s national development strategic plan. Therefore, we will add skilled technicians to accommodate the service works at all 8 branches nationwide. Expanding “Express Team Service” stemmed from a positive customers’ response on “Express Team Service” or room air conditioners repair within 24 hours within Bangkok and its greater area, this year, we have expanded our service to cover other electrical appliances such as refrigerator, electric fan and water pump. For the technical personnel capacity development, the company has adjusted the training format to be in line with the new normal lifestyle during COVID-19 pandemic. We conduct online training for technical personnel of Mitsubishi Electric Kang Yong Watana and authorized service centers to enhance the services rendered to nationwide customers so that the customers will be confident on Mitsubishi Electric Kang Yong Watana after-sale service quality standard. Although the future situations are not certain, our company will continue with our best effort in improving capacity and effectiveness of our services to our customers with aims to improve our services and offer the highest customers’ satisfaction.”

Mr. Takashi Fujiki, Director Executive General Manager – Marketing and Sales Division, Mitsubishi Electric Kang Yong Watana Co., Ltd. said “For our marketing strategies in 2022, the company will focus on our core product categories such as room air-conditioner, refrigerator, electric fan in B2C segment. In particular, in order to realize a comfortable space, we will focus on air conditioning quality and provide products equipped with innovative functions for airflow and cleanliness. On the other hand, for B2B business, we will strengthen the inverter line-up to meet the demand of growing public facilities, hotels, and stores in provincial cities in addition to urban areas and launch the Mr. Slim standard inverter series for store air conditioners to expand the B2B business.
 
This year marketing communication strategy will focus on enhancing online communication and developing content to raise consumers’ awareness and understanding our products’ outstanding features. We will continue to improve product display at dealers’ shops for customers to understand the products. We have been enhancing our brand awareness through sponsoring BG Pathum United Football Club for 5 consecutive years. Moreover, the company will launch new TV commercial
under concept that “Innovation realizes a more comfortable air-conditioned space and saving energy.” to easily convey to the consumers how 3D Move-Eye Kiwami function work. The new TVC is anticipated to be on aired from the mid of February 2022. It will continue with its commitment on its unwavering belief of “Changes for the Better” by developing new products and service that offers to retain being “Top Brand” trusted by the consumers”, concluded Mr. Takashi Fujiki.
 
<New Products released in 2022>

• Mr. Slim Room Air Conditioner New AW series feature the latest 3D Move-eye Kiwami, 32-point sensor that can precisely and exquisitely monitor body temperature and peoples’ movement. This sensor technology works together with “Fast Cooling A.I.” for better cooling that automatically adjust the temperature, wind direction and airflow. New models also feature excellent energy-saving performance. Equipped with Plasma Quad Plus, it will scan and eliminate air pollution such as mold and PM2.5, and also remove 99.8% of virus.
• Mr. Slim Package Air Conditioner New standard inverter M-Series feature excellent energy-saving performance and can be equipped with the Plasma Quad Connect, which can be retrofitted as an optional component, purifies the air, and provides a comfortable space.
• Refrigerator New 2-door refrigerator FS45 feature Soft Freezing case and Capsule Door Pocket to help enhance convenience lifestyle and Neuro Inverter system for saving energy. The other new 2-door model, FC38 is a product with an expanded capacity of the current model FC35, which has achieved a larger capacity with a compact installation area.
• Electric Fan New 12-18” propeller models feature stylish design with new designed fan grill and main body in addition to energy saving and comfortability.
• Air Purifier Our newly developed HEPA filter filters 99.97% of small particles up to 0.1 micron with one pass (removal rate in one path), and furthermore, 99.925% of the virus is filtered within 1 hour by the HEPA filter kneaded with an antivirus agent.New deluxe model and standard model have big air flow (510m³/h and 600m³/h) and high performance HEPA filter in common. Furthermore, the deluxe model MA-E100 R-T comes with i-see sensor, genius sensor to precisely and right to the point deliver clean air to the area with people. New standard model MA-E85 R-T build in Smart Search Sensors to effectively screen dust and odor and can diffuse the air in 5 directions. It is equipped with automatic air filter cleaning system.