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.