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Midea surprises with announcement of new million-dollar investment on Brazilian soil. New investment promises to generate new jobs and income, in addition to expanding the company's portfolio.
Midea, one of the global giants in the home appliances market, has its eye on Brazil and it's no surprise. To reinforce your presence here, the brand decided to double its investments in marketing in 2024, compared to what was done last year. This is part of a strategy to increase its visibility in different regions of the country and become a more frequent choice in consumers' minds.
New factory in Brazil allows production of 700 thousand refrigerators per year
One of Midea's boldest steps in its expansion strategy in Brazil is the construction of a new factory in Pouso Alegre, Minas Gerais. With an investment of R$600 million, this new factory in Brazil is destined to be a milestone in the brand's production, with a capacity of around 700 thousand refrigerators per year.
This investment not only reinforces Midea's presence in the Brazilian market, but also creates a solid foundation for the company to meet the growing demand for its products. Pouso Alegre was strategically chosen due to its location, facilitating the distribution of products throughout Brazil.
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Midea Tour: A new show coming
But it doesn't stop there! To present all these new features to the public and the market, Midea organized the Midea Tour. This event, which took place last Tuesday, the 13th, was the stage for the launch of new products and technologies that promise to surprise.
During the Midea Tour, customers and retailers had the chance to take a closer look at the innovations in the brand's portfolio. This was an opportunity to understand how Midea is positioning itself in the market and what we can expect from more modern and efficient products.
Double investments in marketing to further strengthen the company's presence in the country
In addition to the new factory in Brazil, Midea also decided that it was time to invest heavily in marketing. THE plan is to double investments in 2024, with the clear objective of increasing brand awareness across the country. This means we will see a lot more Midea on television, the internet, and even in places like shopping malls, airports and commercial offices.
The brand is also one of the sponsors of Globo's new reality show, “Star of the House”, which will guarantee even more visibility. Not to mention the campaign created by the Galeria agency, which features presenter Tadeu Schmidt as the protagonist under the concept “My idea of home”. This campaign will involve digital influencers and have a strong presence in both online and traditional media.
Brazil enters Midea's global radar once and for all
For Midea, Brazil is not just another market. According to Mario Sousa, the company's commercial and marketing vice-president, the country is seen as a strategic point within the brand's global plan. This explains why Midea is investing so much here, especially now that Black Friday is approaching and the market heats up for end of year shopping.
The new factory and investments in marketing are reflections of Midea's long-term vision for Brazil. The company wants to not only increase its market share, but also better understand the needs of Brazilian consumers and adapt to them. It is a move that shows that Midea is not just passing through here – it wants to stay, grow and become a reference in the household appliances sector.
The future of Midea in Brazil promises success, jobs and new products!
With the arrival of the new factory in Brazil and a strong investment in marketing, Midea's future here looks promising. The brand is determined to gain even more space in the hearts of Brazilians and become one of the main choices when it comes to equipping their home.
For those who are closely following these changes, the expectation is to see how Midea will position itself in the coming months and what the impacts of this investment in the national market. One thing is certain: Midea is here to stay, and the upcoming news promises to revolutionize the home appliance market in Brazil.
Keep an eye out, because 2024 promises to be a year of many surprises and innovations, and Midea will certainly be one of the protagonists of this story.
Excellent brand, modern products! I bought a 411L duplex refrigerator, spectacular and the air conditioning, very quiet and economical. I highly recommend this brand.
Which international group is behind Midea?
Midea is a Chinese company and is always expanding, recently acquiring KUKA, a renowned robot manufacturing brand.
It sells a lot here in Mexico.
Chingling company lol
I bought a duplex refrigerator and was surprised at how it kept my fruits and vegetables for longer without burning. Especially avocados, which are more sensitive!
I bought two Midea inverters and both of them burned out the board within a year. I've now had a TCL inverter for 2 years and it hasn't given me any problems.
Araquari Santa Catarina is currently the best city in Brazil to install large industry.