Chinese Home Appliance Brands Tailor Products for Brazil

Brazil: Chinese home appliance manufacturers are increasing their investments in Brazil, focusing on localized operations in research, development, production, and marketing to capitalize on the growth potential of South America's largest market. Midea Group, one of the world's largest appliance producers, has made significant strides, including a groundbreaking ceremony for a new 700-million-yuan ($98.3 million) factory in Pouso Alegre, Minas Gerais. This facility, covering over 70,000 square meters, is Midea's third in Brazil and is expected to produce over 1 million units annually, including refrigerators and washing machines. The plant, which integrates advanced digital production technologies, aims to boost Midea's local market competitiveness with products sold in Brazil and other South American markets. Midea already operates two factories in Manaus and Canoas, producing air conditioners and microwaves.

TCL Technology Group is also ramping up its operations in Brazil, particularly in home appliances and photovoltaics. The company has two manufacturing bases in Manaus, benefiting from favourable tax policies. TCL’s TV factory has an annual production capacity of 3 million units, while its air conditioner factory, which began operations in 2022, can produce nearly 1 million units annually. Through its joint venture, SEMP TCL, established in 2016, TCL targets the mid- to high-end Brazilian market. The venture leverages SEMP’s deep understanding of the Brazilian market and local distribution network, providing TCL a strong foundation to expand its product offerings and brand presence in Brazil.

Source: China Daily