Appliance giant Midea Group expands footprint into Middle East market

Chinese home appliance maker Midea Group is ratcheting up efforts to expand its footprint in the Middle East, establish more overseas manufacturing bases and boost brand awareness by providing products and technologies for the ongoing FIFA World Cup Finals football tournament in Qatar.

"The proportion of Midea's self-owned brands has reached 80 percent in Middle Eastern countries, with products sold in the market mainly coming from our factories in China, Italy and Egypt," said Dennis Lee, the Middle East and Africa general manager of Midea Building Technologies Overseas Sales Co.

In recent years, Midea has been seeking opportunities to achieve localized manufacturing in the Middle East, in hopes of offering faster delivery for local consumers, Lee said.