SAO PAULO: Chinese home appliance makers are expanding their footprint in Brazil and increasing investments in localised operations covering research and development, production and marketing, so as to tap into the immense development opportunities in South America’s largest market.

Midea Group, one of the world’s largest producers of appliances and industrial robots, said it would continue to increase its investments in product innovation, brand building and localisation in Brazil, one of its most important overseas markets.

The company, headquartered in Guangdong province, held a groundbreaking ceremony for its new 700-million-yuan factory in Pouso Alegre in the Brazilian state of Minas Gerais last year.

The factory is Midea’s third in Brazil, and produces refrigerators and washing machines, is now in trial operation.

With an annual capacity of more than one million units, the plant integrates digital and innovative production technologies, and is expected to enhance Midea’s competitiveness in the local market.

Products made there will be sold locally and in other markets in South America.

The new facility joins Midea’s other two factories in Brazil, one located in Manaus producing household air conditioners and microwave ovens, and the other in Canoas, making commercial air conditioners.

“Our goal is to become one of the leading brands in the Brazilian refrigerator market within four years. Midea will provide Brazilians with more choices for intelligent home appliances and improve the quality of life of local consumers,” said Midea Group vice-president Wang Jianguo.

Chinese consumer electronics maker TCL Technology Group has also intensified efforts to make forays into the Brazilian market, with a key focus on home appliances and photovoltaics, as part of a broader push to expand its global footprint.

Yue Haiping, general manager of the overseas marketing department’s Brazil branch at TCL, said the company has huge growth potential in the Latin American country, and hopes to introduce more leading consumer electronics products in Brazil and offer more choices to local consumers by leveraging its advantages in products, technology, supply chain and brand promotion. 

 - China Daily