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Midea Group to Enhance Competitive Edge in Brazil with New Factory

BusinessMidea Group to Enhance Competitive Edge in Brazil with New Factory

Midea Group, a Chinese home appliance maker, has announced its latest move to expand its presence in Brazil with the groundbreaking ceremony for its new plant. The new factory, located in Pouso Alegre, will be Midea’s third in Brazil and is expected to be completed and operational by July 2024. The company’s investment of over 700 million yuan ($101.8 million) will enable it to enhance its competitiveness in the local market while providing great confidence in the Brazilian market.

With an area of over 70,000 square meters, the new factory will have an annual production capacity of 1.3 million units and integrate digital and innovative production technologies. Midea’s first batch of intelligent refrigerators will be produced in July 2024, and the products will be sold in Brazil and other South American markets.

The company’s vice-president, Wang Jianguo, emphasized that this factory in Pouso Alegre is Midea’s first investment in the area. He also acknowledged Brazil as the largest white goods market in South America and one of the company’s significant strategic markets overseas. Midea currently has two factories in Brazil: one in Manaus, which produces household air conditioners and microwave ovens, and another in Canoas, which makes commercial air conditioners.

Midea’s move to invest in Brazil highlights its confidence in the country’s potential and its efforts to establish a strong foothold in the South American market. The integration of digital and innovative production technologies in the new factory also reflects the company’s commitment to providing cutting-edge products to its customers. With Midea’s continued investment and expansion, the company is poised to strengthen its position as a leading player in the home appliance industry in Brazil and beyond.

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