Chinese brands like Midea and Hisense are expanding in Brazil’s home appliance sector, targeting gaps in air conditioners and washer-dryer ownership. They’re also competing on value and innovation in mature categories like refrigerators.
Competitive Momentum
Electrolux faces growing pressure from Chinese rivals amid economic challenges. With most purchases driven by product failure or upgrades, affordable innovation is reshaping consumer choices.
Midea’s Investment
In 2024, Midea Carrier invested R$630 million in a new factory, boosting white goods to 35% of revenue. Kitchen appliances are set to match air conditioners in importance.
Local Edge
Domestic production offers Chinese brands cost efficiency and tax perks—especially in zones like Manaus—strengthening their market position.
Tag Archives: Brazil
LG expand production facilities
LG Electronics is expanding its production facilities in emerging markets such as India and Brazil while strengthening new business channels, including appliance subscription services and B2B operations The company is currently constructing its third factory in India, located in Sri City, Andhra Pradesh, to meet the growing demand for premium home appliances. In Brazil, LG is building a new production facility in Fazenda Rio Grande, set for completion next year. This will be the company’s second manufacturing plant in the country, focused on premium appliances and components
Midea new factory Brazil
Midea has launched its second home appliance factory in Brazil, now with an annual production capacity of over 1 million units, marking a new milestone in #manufacturing capabilities. 🎉
With an integrated system for production, R&D, and sales, Midea has created a nationwide network of sales and after-sales channels to meet local market needs and foster #innovation.
Moving forward, Midea will continue to focus on product innovation and market share growth in Brazil, while deepening local production capacity and supply chain, further enhancing competitiveness across South America
Electrolux factory in Brazil, recently celebrated 25th anniversary
Electrolux factory in Manaus, Brazil, recently celebrated its 25th anniversary. After it first started out producing window air conditioners in 1998, the factory has reached several important milestones during this time thanks to the hard work and dedication of the team.
In 2000, the factory started manufacturing microwave ovens and last year celebrated the production of 25 million microwaves. In 2021, it also became one of the first of our plants in Latin America to achieve Zero Waste to Landfill certification, meaning that less than 1% of its waste is sent to landfill.
Electrolux Sao Carlos factory
Electrolux have investing heavily in our Sao Carlos cooking facility in Brazil has led to considerable sustainability gains. The new state-of-the-art process for enameling the ovens has reduced the water consumption from 6.6 liters to 1.8 liters per produced oven. For the consumer, the welded cavity in the built-in ovens means that the appliance uses around 30% less energy to preheat. At the same time, integrated features such as the air fryer and steam function also enable users to enjoy more sustainable cooking and healthy living. The result? The built-in ovens from the Sao Carlos plant are receiving a high star rating from consumers – an impressive 4.7 on a five-point scale.
Midea Breaks Ground on Third White Goods Plant in Brazil
Chinese home appliance giant Midea Group held a groundbreaking ceremony yesterday for its third factory in Brazil, the biggest market for white goods in South America.
With total investment of over CNY700 million (USD102 million) and located in the state of Minas Gerais, the new plant will have an annual production capacity of 1.3 million smart refrigerators, Foshan-based Midea said. It is scheduled to become operational in July next year.
Midea aims to become one of the leading refrigerator brands in Brazil within four years, said Wang Jianguo, vice president of the Chinese company and president of Midea International.
The factory will enhance Midea’s competitiveness in Brazil, according to Felipe Costa, chief executive of Midea Industria do Brasil, the Chinese firm’s Brazilian unit. Midea has great confidence in the Brazilian market and will further raise its investment in the country, he added.
MIDB will run the new plant and sell its products locally and in other South American markets, the parent company noted.
Midea’s two other plants in Brazil include a household air conditioners and microwaves factory in Manaus and a commercial air conditioners plant in Canoas, according to the company.
Miele Brazil
Miele celebrated their second anniversary of their 50th sales subsidiary in Brazil
WHITEGOODSNOW 