Mr Takeshi Uchishiba, Sales Director of Fujitsu General (Thailand) Co., Ltd., manufacturer of “Fujitsu” air-conditioning systems said the company’s business went back almost 86 years, starting in 1936 in Japan. The “Fujitsu” brand has since cemented its position as a preeminent brand in the Japanese market. It also controls sizable market shares in countries across Europe, USA, the Oceania, and the Middle East. Fujitsu air-conditioners are a Japanese brand which benefits from excellent manufacturing standard, uninterrupted technological and innovation developments. The brand has registered had patents in multi-discipline areas in over 100 countries, namely energy efficiency, efficient air circulation maximization, in-room air-conditioning, fire and disaster preventive communications system and automated self-cleaning air filter system.
“Fujitsu proudly ranks among the top three brands in Japan’s air-conditioning market while it is also the number one and two brand in the US, Australia, Europe and the Middle East. In Thailand, Fujitsu General had invested in manufacturing facilities for export to many countries globally for over 30 years.”
While the market outlook of the air-conditioning units continues to reflect that of the economic situation, sales of “Fujitsu” products are able to grow continuously, thanks in part to new product series entering the market, including new units under “General” brand in the previous year to meet demands among local customers which have become more varied and diverse. It goes without saying that our local distributors and customers had great confidence in our products.
In 2022, we believe that the economy will be better as a result of a rebound in tourism as Thailand is reopening, signalling that he air-conditioning market is likely to return to its stable growth previously. “Fujitsu” has set a growth target of around 30% with the main focus being the inverter types which offer ultra-high energy saving efficiency as well as an increase in sale volume of Variable Refrigerant Flow (VRF) systems in the commercial office building segment.
In addition, “Fujitsu” has unveiled a number of new products, namely: the 30,000 BTU and 36,000 BTU high-efficient wall-mounted inverter units, which receive Energy Efficiency Label N0. 5 and 2-star rating; the ceiling type, cassette type and duct type units, which share the same series and standards with the export shipment for the European market, featuring quiet operation, high reliability and efficiency.
Fujitsu Limited in Japan has put in place a policy which champions a more environmentally sustainable world by striving towards a net zero greenhouse gas emissions by 2025. This ambitious policy is embedded in every activity in the company, ranging from high-efficient product design process, alternative energy utilization, together with reining in activities that emit greenhouse gases, for example by supporting EV transportation.
Mr. Sinamet Im-aim, General Manager of Fujitsu General (Thailand), disclosed that the residential air-conditioner market in 2021 saw the sales of 1.6 million units, worth some 25 billion Baht, dropping around 3% from the preceding year due to the economic impact and the Covid-19 pandemic. Fujitsu currently has around 2% market share worth 450 million Baht, an increase of 35% from last year.
This year, following an energy price hike and higher awareness about the environment, “Fujitsu” has adjusted its marketing plan to focus chiefly on high-performance products to help it to achieve an increase in sale ratio of the inverter type air-conditioners from 45% to 70% this year and higher sales of models having Energy Efficiency Label N0. 5 and 3-star rating.
“We’ve brought to the market 29 new products and 24 of them are new high-performance inverter models. Consumers are paying more attention to energy saving in addition to coolness, reliability and innovation as the energy costs are continuously on an upward trend.
“Regarding brand awareness, we plan to concentrate on sport marketing by taking advantage of Fujitsu being the main sponsor of J-League champions Kawasaki Frontale FC and its Thai star player Chanathip ‘Jay’ Songkrasin to increase brand recognition among Thai consumers.
Furthermore, we have a plan to pitch the VRF units in the property and project contractor segments with the Thai-made VIII Tropical series which are high-performance air-conditioning with high reliability and high corrosion resistant quality, and it is worthy to note that the models are well-received in the Middle Eastern countries which typically have extreme heat and challenging environment.
Currently, the company manufactures a total of 7 series of air-conditioners for a total of 42 models for the residential and commercial markets, covering 9,000-54,000 BTUs range:
- Wall-mounted type with a strong focus on inverter-split type, with Energy Efficiency Label N0. 5 and 3-star rating, which operates smoothly when outside temperature reaching 52 degrees Celsius iCool Model. It comes with 10-year life expectancy warranty for compressor and 3-year all parts warranty.
- The 22,000-90,000 BTUs ceiling type, cassette type and duct type units for small-sized office buildings, come with Energy Efficiency Label N0. 5 and 2-star rating.
- Light multi-split systems AIRSTAGETM J-IV series of 4-18HP (41,200-171,000 BTUs) ideal for small and medium businesses, thanks to installation flexibility in tight spaces, maximum allowable piping length up to 180 meters and 5.01 Coefficient of Performance (COP) ratio.
- Medium multi-split systems AIRSTAGETM VIII Tropical series of 8-54 HP (76,400-523,000 BTUs). The units operate smoothly when outside temperature reaching 52 degrees Celsius and come with standard corrosion resistance features.
For information on distribution channels of Fujitsu air-conditioning products, please contact or visit Fujitsu distributors nationwide or contact our Call Center at 02-787-8111 or visit https://www.fujitsu-general.com/th/
