Chinese appliance giant Midea breaks ground on its third factory in Brazil - Pin...

Chinese appliance giant Midea breaks ground on its third factory in Brazil

Chinese appliance giant Midea breaks ground on its third factory in Brazil

April 13, 2023 10:55 pm

Midea Group, the renowned Chinese home appliance manufacturer, broke ground on a new facility in Brazil on Thursday, showing the company's continued commitment to the South American market.

The new plant, located in Pouso Alegre, covers an area of over 70,000 square meters and has an annual production capacity of 1.3 million units.

With a total investment of more than 700 million yuan ($101.8 million), this is Media's third plant in Brazil and will feature advanced digital and innovative production technologies. The first smart refrigerators are scheduled to go into production in July 2024 and will be sold to Brazil and other South American markets.

The company currently operates two other factories in the country, producing household air conditioners and microwave ovens in Manaus, and commercial air conditioners in Canoas.

At the groundbreaking ceremony, Renato Andrade Garcia, mayor of Pouso Alegre, said that Midea's investment will undoubtedly bring opportunities to the city and further promote the development of the local community.

The local government also stated that it is speeding up infrastructure construction, hoping to attract more international giants like Midea and create more job opportunities for the city.

Wang Jianguo, Vice President and President of Smart Home Business Unit of Midea Group, emphasized that the new plant marks the company's first entry into Pouso Alegre and further outlines the brand's ambitious goal of becoming one of the leading players in the Brazilian refrigerator industry within the next four years.

Brazil, being the largest economy in South America, presents an alluring market for white goods manufacturers. According to Statista, as of 2022, LG is the most popular appliance brand among consumers in the region with a score of 8.42. Other companies were Mondal and Electrolux, with scores of 8.03 and 7.46, respectively.

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