Chinese group Midea launches e-commerce platform in Brazil

14 March 2018

Chinese group Midea has launched an e-commerce platform to sell more than 100 products from its range of home appliances directly to customers in Brazil, said the head of the Brazilian subsidiary quoted by Reuters.

Érico Souza said that the “Midea Store” went into testing on 15 February with 110 products, including vacuum cleaners, small appliances, washing machines, dryers and freezers, and will be officially launched this week.

The group, which is the largest appliance maker in the world, based in Foshan, Guangdong Province, arrived in Brazil in 2007, initially selling items imported from China at the request of major retail chains and, as of 2011, expanded its operations through a partnership with US-based refrigeration and air conditioning solutions company Carrier.

In Brazil, the group has two factories, one in Canoas (Rio Grande do Sul), where it has nine assembly lines, and another in Manaus (Amazonas). The two plants have the capacity to produce more than 1 million air conditioning units per year.

Souza said the “Midea Store” required an investment of 3 million reais and comes after a similar project in Russia through the Midea/Carrier partnership, about a year ago, and that the group does not intend to compete with retail networks, but rather to “enhance the brand.” (macauhub)