South East Asia Watch Bureau – Rising Digital Economy, Losing International Bathroom Companies
Original Shi Yangyan Kitchen & Bathroom News
After Vietnam, Thailand has also become one of the recent spotlights in Southeast Asia.
In this issue, the kitchen and bathroom information about Thailand’s bathroom industry and market.
As the second largest economy in Southeast Asia after Singapore, Thailand’s Economic and Social Development Board data show that in 2021, Thailand’s GDP of $ 505.5 billion. Even if Thailand’s GDP per capita reached $7,407, it is still a market more suited to scale, rather than quality.
In 2021, although the Thai construction and sanitary ceramics market out of the more serious decline in 2020, but the overall still show a contraction. This situation also occurred in the UK market, according to the latest Kitchen and Bathroom Market Index (KBMI) quarterly series of reports in the latest key findings, the UK kitchen and bath market in the second quarter “there is a clear pattern of sales deceleration. The overall KBMI was the lowest since the fourth quarter of 2020. At the same time, full-year kitchen and bathroom sales were revised downward by 5.7 percentage points in 2022.
The building materials industry in Thailand accounts for 60% of construction costs. The two main categories of building materials (e.g. cement, ready-mixed concrete and construction steel) and home improvement products (e.g. tiles and sanitary ware), together account for 64% of total sales.
Thailand’s major kitchen and bathroom companies in the past five years performance
|Total revenue||Net Profit|
|Villeroy & Boch||88,123,96764||005||-36.729,63892||~^77；84795|
Source DBD . Kitchen and bathroom information (for dustpan only) Unit: Thai Baht
Major Bathroom Companies in Thailand
Source: DBDf kitchen and bathroom information statistics
|#||Registration number||Company name||Registered capital||Registered time||
|4,000,000||May 28, 2004||Ceramic sanitary ware sales, manufacturing|
|2||413560001991||CONSTRUCTION WORK CENTER AND SERVICE LIMITED PARTNERSHIP||1.000,000||July 3, 2017||Construction of non-residential buildings|
|3||525535000367||SIGMA CERAMIC CO.. LTD||32,000,000||September 7, 1992||Manufacturing and sales of ceramic sanitary ware|
|4||205541003529||SHIN THAI ENTERPRISE CO., LTD.||60,000,000||July 13, 1998||Manufacturing and sales of porcelain sanitary ware|
|5||745556004467||DP PLUS CONSTRUCTION
|1.000,000||July 15, 2013||Manufacturing and sales of ceramic sanitary ware|
|6||105539043986||DUSCHOLUC (SIAM) LTD.||61,000,000||April 11, 1996||Manufacture and distribution of shower screens and accessories|
|7||133559005581||SONGPANYASUPPLY LIMITED PARTNERSHIP||1.000,000||November 17, 2016||Manufacture and sales of ceramic sanitary ware|
|8||105555160444||TAJE STAINLESS STEEL PRODUCTS (THAILAND)
|100,000.000||October 26, 2012||Manufacturing and sales of ceramic sanitary ware|
|9||105548007806||T.SW. SHOWER SERIES
|1.000,000||January 18, 2006||Ceramic sanitary ware manufacturing, sales|
|10||105546014597||TPS METERIALS COMPANY LIMITED||150,000,000||February 3, 2003||Ceramic products manufacturing, distribution|
(THAILAND) COMPANY LIMITED
|40,000,000||November 7, 1989||Ceramic sanitary ware manufacturing, sales|
|7.000,000||August 20, 1993||Wholesale of sanitary ware manufacturing|
|13||105553146321||BLUE OZONE COMPANY LIMITED||1.000,000||November 26, 2010||Ceramic sanitary ware manufacturing|
|14||745547003020||BOSS ACCESS COMPANY
|2,000,000||September 10, 2004||Ceramic sanitary ware production|
|15||105540000934||FUNCTION TRADING COMPANY
|225,000.000||January 3, 1997||Management of water purifier factory drinking fountains, pumps and equipment parts|
|16||105541014271||YI-THAI INTERNATIONAL CO LTD.||37.000.000||March 4, 1998||Ceramic sanitary ware production|
|17||105541079283||LUCKY WORK COMPANY LIMITED||1,000,000||December 24, 1998||Distribution of sanitary ware and plumbing equipment|
|277,000.000||November 30, 1993||Manufacturing and sales of sanitary ware|
|19||105553108941||LEE YONG HONG GROUP COMPANY LIMITED||2.000,000||September 7, 2010||Import and export sanitary ware and related equipment production and sales|
|20||105557078923||WAKO (THAILAND) COMPANY LIMITED||2,000,000||June 6, 2014||Business, trade, production, installation, distribution, import and export of prefabricated bathrooms|
|990,500.000||June 30, 1994||Manufacture and sales of ceramic sanitary ware|
|22||105531051181||V.R.UNION COMPANY LIMITED||65,000,000||July 11, 1988||Manufacture and sales of sanitary ware|
(THAILAND) COMPANY LIMITED
|142.529.792||May 25, 2015||Manufacture and sales of sanitary ware|
|24||105532055202||Siam Sanitaryware Industry Co Ltd||200,000,000||June 16, 1989||Manufacture and sales of sanitary ware|
|160,000.000||March 1997 10 0||Manufacturing and sales of sanitary ware|
|26||135559022526||SUKKAPAN SUPPLY COMPANY Limited||1.000,000||November 17, 2016||Manufacture and sales of various sanitary ware accessories|
|27||105555005201||SUKHAPHAN CORAL CO.XTD.||2.000,000||January 12, 2012||Manufacture of ceramic sanitary ware|
|28||215559004063||LUOBANG KITCHEN & BATH (THAILAND) COMPANY LIMITED||120,000,000||June 2016 15 0||Manufacture, distribution, import and export of sanitary products|
|29||105537100681||IMEX INTERNATIONAL INC.||161,000,000||August 26, 1994||Manufacture and sales of mosaic and sanitary ware|
|30||735553003184||E.T.C CERAMICS PRODUCTS CO.LTD.||1.000,000||October 6, 2010||The manufacture of ceramic glassware, plate ware, and export of the export|
(THAILAND) CO., LTD
|36,000,000||September 24, 2019||Manufacture of bathtubs and other lining sanitary ware|
|32||105544019036||THE BATHROOM COMPANY LIMITFD||2000,000||February 23, 2001||Sales of sanitary ware|
|33||105556198402||TERRANE SANITARY COMPANY LIMITFD||3.000,000||December 24, 2013||Manufacture and sale of various sanitary ware|
|34||105561131566||REINDEER GOLDEN COMPANY LIMITED||1.000,000||August 2, 2018||Manufacture of ceramic sanitary ware|
|500,000||March 18, 1992||Sale of ceramic sanitary ware|
TRADING COMPANY LIMITED
|1,000,000||October 14, 2014||Management, retailing, trading, production and sales of various sanitary ware|
|37||105557174736||ADVANCE RESEARCH PRODUCT COMPANY LIMITED||2.000,000||November 26, 2014||Distribution of induction sanitary ware|
|38||105551116688||HAPPY TOILET COM PANY LIMITED||33,000,000||October 14 S 2008||Sale of sanitary ware including accessories for such products|
|39||233547000228||GOLD LIP LIMITED PARTNERSHIP||5000,000||April 23, 2004||Production of ceramic sanitary ware|
|40||107536001460||KOHLER (THAILAND) PUBLIC
|472,000,000||December 7, 1993||Wholesale and retail of lithium sanitary ware and accessories|
|41||195552001108||TOTO (THAILAND) COMPANY LIMITFD||5.240,000.000||November 27, 2009||Production of ceramic sanitary ware|
|42||105539042076||Orocks Co Ltd||4.000,000||April 5, 1996||Manufacture and distribution of ceramic products|
|43||105511000336||THAI CERAMIC INDUSTRY||120,000.000||January 18, 1968||Sanitary ware|
THAI LIAN FENG COMPANY
|2.000,000||May 26, 2015||Sales of sanitary ware|
|45||125544006848||PRIMENINE INTERNATIONAL CO.XTD.||August 8, 2001||Retail and wholesale shower screen spa bath|
|46||105539035258||HYDRO PRODUCTS EXCELLENT CO. LTD.||5,000,000||March 21, 1996||Sale of water spouts|
|47||105562073403||Runner Industry (Thailand ) Co., Ltd.||800,000.000||April 22, 2019||Manufacture of plastic kitchen and bathroom products|
|48||215563009775||PANASIA KITCHEN AND BATH PRODUCTS INTERNATIONAL
(THAILAND) CO., LTD
|65,000,000||December 9, 2020||Manufacture and sale of metal cabinets, bathroom cabinets, bathroom hardware products|
|49||205542006955||YUAN LIN (THAILAND) CO. LTD.||2.000,000||November 12, 1999||Manufacture and sales of bathroom accessories|
|50||105535127735||AQUABATH COMPANY LIMITED||150,000.000||September 11, 1992||Manufacturing and sales of bathroom accessories|
|51||105557061150||ROCA BATHROOM PRODUCTS
(THAILAND) COMPANY LIMITED
|166,075.500||April 30, 2014||Wholesale business of pipe fittings and sanitary ware|
Medium and large Thai manufacturers enjoy advantages over smaller players due to their strong financial base, better management of production processes, and favorable bargaining position. In contrast, smaller operators tend to be in a weaker financial position, which forces them to produce only products within limits or to focus on producing single categories.
In Thailand, current foreign companies in ceramic sanitary ware include Lixil, TOTO, Villeroy & Boch, Kohler, Roca (trading company), China Runner, Panasia and others. Thailand’s largest cement producer and industrial group SCG Group’s tile section Siam Ceramics (previously set up a joint venture with TOTO COTTO brand), etc. The largest number of foreign companies are Japanese-funded. Most Chinese companies are concentrated in the Rayong Province Industrial Park, jointly developed by China’s Huali Group and Thailand’s Amata Group. According to DBD data, a number of foreign companies with factories in the area showed losses last year.
According to the data of OIE, Thailand’s Ministry of Industry and Economy, there are currently 321 companies in the whole ceramic industry, employing about 39,618 people. The annual production of ceramic tiles is 12.72 million square meters, and there are 6.93 million pieces of sanitary ware.
In 2020, Thailand’s tile and ceramic sanitary ware revenues contracted by 6.6%, but the net profit margin stabilized at 7.4% due to a significant decrease in energy costs. In 2022, although exports grow, production and domestic sales show contraction due to inflation, pandemic and other factors.
In the first six months of 2022, production of sanitary ceramics in Thailand was 3,504,400 units, down 6.8% year-on-year. Sales in the domestic market were 1,618,800 units, down 0.8% year-on-year. During the period, exports of sanitary ceramics were 3,804.72 million baht (approximately RMB 730 million), an increase of 1.54% year-on-year. The export of ceramic tiles was 2,384.37 million baht (about 460 million yuan), an increase of 52.46% year-on-year.
The important factors currently affecting business include, in addition to energy prices, the prices of various raw materials that have risen. According to the Thai Ministry of Industry and Economy data show that the price of sanitary ware in the second quarter compared with the first quarter of this year increased by 12.9%. In July, prices in the tile category increased by 4.6 percent, wood and wood products by 4.4 percent, pipes by 3.3 percent, and sanitary ware by 0.4 percent.
The Rising Digital Economy in Southeast Asia
Thai building materials distribution giants expand stores, flock to online
(Due to space constraints, a channel feature will be published later, so stay tuned)
While new housing starts in Thai real estate are down, four major regions – Bangkok, Chiang Mai, Chonburi, Khon Kaen and Phuket – which together account for 78% of all new housing starts in Thailand, saw a 5.0% decline in the number of new housing starts completed in 2021. Weakness in private construction also contributed to a 9.3% decline in imports.
But since late last year, Thai building materials distribution giants have been scrambling to expand their stores and have flooded the online market.
Thailand has about 8,200 building material distributors, spread among 163 large companies, 723 medium-sized operators and 7,332 small companies. Six large companies dominate the market with a combined share of 24%: Home Product Centre Public Company Limited (whose brand HomePro itself is more retail-oriented, while MegaHome focuses on wholesale and trading), Central Retail Corporation (whose Hardline business group is primarily focused on the retail sector), and the Thai Construction Materials Association. (the main brand of its Hardline business group, Thai Watsadu), Siam Global House Public Company Limited (hereinafter referred to as “Siam Global House”), Dohome and Boonthavorn.
According to Prachachat Business’ survey of the four leading Thai distribution home furnishing stores in 2020, the overall revenue of the four companies in 2021 was 187.544 billion baht, an increase of 17.02% year-on-year. The overall net profit increased to 10,878 million baht, a growth rate of 33%.
As the industry leader, HomePro’s revenue in 2021 was 63.926 billion baht, up 3.53% year-on-year, and net profit was 5.44 billion baht, up 5.54% year-on-year. By the end of 2021, HomePro had 87 HomePro stores and added 28 new stores.
The second largest is Hardline. The business is located in Thailand and Vietnam. In 2021, it generated revenue of Bt63.565 billion and EBITDA increased by 82.06% year-on-year. By the end of 2021, Thai Watsadu branches reached 59.
The third is Siam Global House. Its brands include Global House with revenue of Baht 34,116 million, up 24.72% year-on-year. Net profit was Baht 3,344 million, an increase of 70.03% year-on-year. By the end of 2021, Global House had 75 branches and added 4 new branches.
The fourth oldest is the rising star Do Home, which had revenue of 25.937 billion baht, up 37.5% year-on-year. By the end of 2021, there were 13 stores in operation, including 6 new branches.
In addition to the frenzy to open stores, several giants have rushed into e-commerce.
According to the report “Southeast Asia Digital Economy 2021” jointly published by Google, Temasek and Bain, cashless payments such as e-commerce, taxi and takeaway are increasingly becoming the preferred choice for a seamless experience as Thailand’s digital economy grows rapidly.
Supported by national payment systems such as PayNow in Singapore and PromptPay in Thailand, the Account-to-Account (A2A) real-time payment system has enabled a large number of unbanked people to take a direct step-change in payment forms, from having 0 bank cards to having a digital wallet. As the second largest online user after Singapore, PromptPay Thailand has recorded a year-on-year growth of approximately 80% in transaction volume for the single month of April 2021 alone.
The overall size of e-commerce in Thailand is now over 4 trillion baht. The wholesale and retail segments alone generate 1.3 trillion baht in revenue.
Thailand’s current e-commerce channels include large e-commerce platforms Shopee, Lazada, JD Central, individual independent sites in addition to Tiktok, Facebook and other social e-commerce in Thailand’s online market is also gradually occupying an important position. COTTO has a strong position in the local market, and STARS is the next local brand.
The development of Thailand’s digital economy will also drive diversified forms of consumption and consumer demand. Thanks to the Thai government’s increased investment in infrastructure, the Eastern Economic Corridor (EEC) and the China-Laos Railway, the country’s large-scale transportation links, OIE’s expectations for the pottery industry in Thailand are above 3%.
Source: MOC Thailand, OIE, DBD, KRUNGSRI This article is for reference only. No warranty, express or implied, is made as to the accuracy, reliability, timeliness and completeness of the information contained herein.