Gree Targets Leadership in Philippines Air Conditioning Market
- brg_news_room
- Apr 23
- 1 min read
China: Gree Electric Appliances Inc. of Zhuhai is aiming to regain and expand its share in the Philippines air conditioning market, supported by improved stock management and the introduction of innovative products. According to William Zhao, regional general manager for Asia and Oceania, the company seeks to return to its pre-pandemic market position and ultimately achieve the top spot in the country. Gree faced challenges during the pandemic due to issues with its local distributor, UNI-TECH Philippines Industrial Machinery Inc., which struggled with logistics restrictions, stock shortages, and internal structural problems. However, Zhao noted that these issues have now been largely resolved over the past two to three years, positioning the company to rebuild its presence and compete more effectively.
Gree’s strategy includes leveraging its strength in other markets, such as Indonesia where it leads in residential air conditioners and ranks second in commercial systems while expanding further across Southeast Asia, including Thailand and Malaysia. The company does not currently plan to expand manufacturing beyond its existing facilities in China and Brazil but will focus on boosting regional sales through advanced products incorporating technologies such as artificial intelligence. With operations spanning more than 190 countries, Gree aims to meet evolving consumer demand for technologically advanced and high-quality appliances, while expecting these innovations to help offset the impact of the ongoing global oil crisis, with overall sales projected to remain flat this year.
Source: Manila Bulletin
