Thai Electricity International wants to be in top 5 in lighting market in 5 years
Thai Electricity International Co, an assembler and distributor of electrical and lighting products under the Hi-Tek brand, harbours a five-year ambition to become one of the top five local leaders in the Bt20-billion lamps and bulbs market.
The company, which celebrates its 12th anniversary this year, is also expanding its business, especially in LEDs (light-emitting diodes), into neighbouring markets, particularly Laos, Cambodia and Myanmar.
The company aims to double the export contribution to 10 per cent of its sales in five years.
Managing director Surin Vorasadhit said yesterday that the company entered Laos about three or four years ago and has been in Cambodia for two years.
Already 30 dealers have been appointed for provinces in Laos and two dealers so far in Cambodia.
Exports contribute about 5 per cent of sales, which are expected to exceed Bt200 million this year, of which about 30 per cent is from LED products.
Thai Electricity International has been appointed by Kyoritsu, a Japanese manufacturer of electric measuring instruments, to be its sole agent in Thailand as well as in Laos and Cambodia.
Surin said LED products would contribute about half of its sales in two to three years.
The company will be more proactive in marketing and promoting brand awareness in the Thai market, he said.
Households have higher demand for LED lighting products because of a greater understanding of LED technology, which is partly a result of the Electricity Generating Authority of Thailand’s promotion campaign. This led to growth in LED lighting sales, which now account for half of the lamps and bulbs market.
The company projects 15-per-cent growth in its sales this year, as the economy is expected to recover and consumers should begin spending again in this second half.
