Africa
Recently, Midea officially inaugurated Midea Electric South Africa, marking a significant milestone in the company's development in South Africa and reinforcing its long-term commitment to growth across the African market.
As an important step in Midea's global strategy, the establishment of the South African subsidiary strengthens the company's local operating capabilities and reflects its long-term commitment to investing in and growing alongside the local market.
Deepening Local Presence in South Africa
Midea has been present in South Africa for 20 years and has continued to strengthen its presence in the home appliance market in recent years, building a solid local foundation and growing its market share to approximately 7–10%.
In 2026, Midea established Midea Electric South Africa to strengthen local operations, enhance supply chain efficiency, and better serve consumers and partners.
The opening ceremony was attended by the Vice President of Midea Group and President of Midea Smart Home Business Group Louis Zhao, Regional President of the Middle East, Africa, Russia and India Region Scott Fu, General Manager of Midea Africa Bright Yao, along with regional leadership, business partners and distinguished guests, who gathered to celebrate this important milestone.
Louis Zhao commented:
"The opening of our South African subsidiary marks an important milestone for Midea. Looking ahead, we will be even closer to our local consumers. With our local manufacturing capabilities coming into operation, we will deliver better products, faster delivery and improved services to the market."
Investing in Local Manufacturing for Long-term Growth
Alongside the establishment of its local subsidiary, Midea continues to expand its investment in local manufacturing. Midea’s laundry factory in South Africa is currently under construction and is expected to begin production this year. Looking ahead, Midea will continue to invest in local capabilities, strengthening its manufacturing footprint and service network to create greater value for the market.
At the same time, Midea is committed to building a strong local team, gaining deeper insights into consumer needs, creating employment opportunities and fulfilling its corporate social responsibilities, growing together with the local community.
Bringing Better Living Through Innovation
With the establishment of Midea Electric South Africa, Midea will further strengthen collaboration with local partners and deliver innovative, reliable and accessible home appliance and smart home solutions to South African households. Guided by the “Simply Ideal” brand philosophy, Midea remains committed to consumer-centric innovation, creating smarter, more energy-efficient and user-friendly solutions for a better everyday life.
Looking ahead, Midea will continue to deepen its local presence, work closely with partners and contribute to the sustainable growth of the African market, bringing better living experiences to more consumers while writing the next chapter of its global growth journey.
