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Midea opens new factory in Pouso Alegre with capacity for 1,3 million products, boosting the home appliance market and strengthening the national industry with innovation and efficiency!
Chinese company Midea officially opened a new home appliance factory in Pouso Alegre, in the south of Minas Gerais, on Monday (9). The unit that will produce for the home appliance market received R$630 million in investments and is the company's first 100%-owned plant in Brazil. Midea's new factory promises to generate hundreds of jobs.
Midea's new factory in Pouso Alegre will have an installed capacity of 1,3 million
The company also has industrial complexes in Manaus and Canoas, such as Midea Carrier, a joint venture with Carrier. The Amazonas unit produces residential air conditioning and microwaves, and the Rio Grande do Sul unit manufactures commercial air conditioning. In operation since August, Midea's new factory in Pouso Alegre is initially focused on refrigerators and automatic washing machines for the home appliance market.
The new unit's installed capacity is 1,3 million products per year and is divided between 700 refrigerators and 600 washing machines. Midea Carrier CEO, Philip Coast, states that the company's desire is to reach maximum production potential within two years.
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This month, Midea's new factory will reach the milestone of 700 employees. To help with the ramp-up, the number of employees should increase to one thousand by the end of 2025. According to the executive, having a complex like the one in Pouso Alegre is essential to be able to participate competitively in the Brazilian white goods market in the medium and long term. The executive highlights that the company has gone from being a mid-table player to fighting for the top.
Midea is undergoing a major expansion phase
According to the executive, the company already occupies third place in the home appliance market in the country, with around 8% share in the refrigerator segment and between 6% and 7% in the washing machine segment, however, it is far from the top spots and the goal is to reach them.
Costa concludes that the company knows that there is a difference for the leaders, however, its mission is precisely with this investment in the new Midea factory in Pouso Alegre and with the others it is making, in brand and distribution, to be able to adjust the tip there in the future.
The booming national market attracted Midea, which planned the Pouso Alegre factory to serve it, however, the plant can also serve as a base for export. The company is studying opportunities in South America and even in Latin America, according to the CEO.
The multinational company also plans to expand its complex and product portfolio. The executive says that a physical and logistical expansion of the unit is under analysis, which could receive logistics warehouses and the installation of new production lines.
Pouso Alegre advances with the arrival of the new Midea factory and job creation
The official inauguration ceremony of the Chinese company's new factory was attended by several authorities, including the State Secretary for Economic Development, Fernando Passalio. In his speech, the state public administrator highlighted that having brands like Midea in Minas Gerais brings credibility to investors.
Another person present at the ceremony was the mayor of Pouso Alegre, Colonel Dimas, who highlighted the fact that the city could also benefit from the installation of suppliers from the multinational. According to him, some companies are already looking for land in the region.
The municipal leader also highlighted the arrival of Midea to transform the municipality, known as a pharmaceutical and food stronghold, into a hub for the home appliance industry.
Where in Pouso Alegre is this company located?
Cotton neighborhood after CMG
After XCMG