The Middle East has become a new hot spot for Chinese home appliance products

The Middle East, this ancient land, has become a new hot spot for Chinese home appliance companies to expand overseas in recent years with its unique charm and potential.Chinese home appliance giants such as Hisense, Haier, TCL, and Midea have all turned their attention to this rich market, achieving significant growth and influence enhancement through deepening localization strategies, strengthening brand awareness, and continuous innovation.

As one of the earliest companies to go global, Hisense has achieved an impressive annual growth rate of 25.9% in the Central and East African markets with its precise grasp of market demand and continuous product innovation.

Especially in response to the localization needs of consumers in the Middle East and Africa for large screens and high image quality, UELD flagship products and high-quality products such as laser TVs have been deeply loved by local consumers.Haier has established a strong influence in the Middle East market by establishing production facilities and broad brand awareness. Its innovative products developed to meet specific market demands such as extreme high temperatures in the Middle East and traditional clothing for Saudi users have given Haier a significant advantage in market competition.Meanwhile, Haier's investment layout in Egypt has also laid a solid foundation for achieving its "global manufacturing" strategic goals.TCL has achieved sustained growth in the field of smart television in the Central and Northeast African markets with its innovative product line and precise market strategy.Its cooperation with well-known local retailers and marketing strategies of sponsoring popular sports events and cultural events have further enhanced brand awareness and reputation.Midea has established a solid market position in the Middle East market through in-depth localized production, precise market positioning, and continuous technological innovation.Its own brand has a market share of over 80% in the field of central air conditioning, becoming a leader in the air conditioning market in the region. Meanwhile, Midea is continuously expanding its product portfolio to meet the diverse needs of the local market.The success of these Chinese home appliance companies in the Middle East market is not accidental, but based on their profound understanding and precise grasp of market demand, continuous product innovation, and a sound channel and after-sales service system.

With the continuous growth of the Middle East economy and the increasing pursuit of high-quality living by consumers, these enterprises are expected to further expand their market share in the Middle East, bringing more innovative, energy-saving, and intelligent home appliance products to local consumers.

At the same time, the Middle East market will also become an important part of the globalization strategy of Chinese home appliance enterprises, promoting their wider international influence.oneHisense continues to deepen its presence in the Central and East African markets, achieving significant growthIn recent years, the Middle East and African markets have rapidly become a hot topic for Chinese home appliance companies to expand overseas. 

On this hot land, Hisense, as one of the earliest companies to go global, has achieved remarkable results.From 2012 to 2021, Hisense's revenue in the Middle East and Africa region grew at an average annual rate of 25.9%, making it one of the fastest-growing overseas markets for the brand's assets.This growth trend was particularly evident between 2017 and 2021, with sales revenue soaring from $663 million to $1.28 billion, with an average annual growth rate of 17.88%.Hisense's success is not accidental, but based on its precise grasp of market demand and continuous product innovation.

In response to the localization demand of consumers in the Middle East and Africa for high-quality large screens, Hisense has launched UELD flagship products and high-quality products such as laser TVs.These products not only provide the ultimate audio-visual experience, but also have won widespread praise among high-end consumer groups in the Middle East due to their differentiated technology advantages of large screen eye protection. Especially laser television, it has become a popular choice

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Haier establishes a strong influence in the Middle East market, with localized strategies and innovation driven growthHaier, as a Chinese home appliance giant, has shown strong influence and market leadership in the Middle East market in recent years.

Especially in core categories such as refrigerators, washing machines, and air conditioners, Haier has become a leader in the Middle East home appliance market. 

Behind this achievement is Haier's deep cultivation of localization strategy, strengthening brand awareness, and continuous innovation efforts.Firstly, Haier has implemented a successful localization strategy in the Middle East market. By establishing production facilities such as the Egyptian Ecological Park.

Local manufacturing of Haier not only caters to the preferences and cultural differences of local consumers, but also reduces tariffs and transportation costs, improving market response speed. This localized production model enables Haier to more flexibly meet the needs of the Middle East market, further consolidating its market leadership position.

For example, in response to the extreme high temperature weather in the Middle East, Haier has innovatively developed air conditioners equipped with cool core bridge technology, which can maintain 100% cooling capacity at high temperatures of 55 ℃ and even achieve stable operation at 68 ℃. This innovative solution tailored to specific market demands gives Haier's products a significant competitive advantage in the Middle East market.

In response to the tradition of Saudi Arabian users wearing headscarves and robes, in order to allow locals to wash multiple robes at once, Haier sorted and tackled the technical difficulties involved in washing machines. In just a few months, a super large diameter washing machine equipped with the "abaya care" robe washing program was successfully taken offline.Secondly, Haier has a wide brand awareness in the Middle East region.

 This is due to its continuous marketing efforts and focus on customer service.By establishing brand experience stores in key markets in the Middle East and Africa, Haier has brought consumers closer and improved brand reputation. This approachable brand image has earned Haier the trust and loyalty of consumers in the Middle East market.During the epidemic, Haier Biomedical developed a series of vaccine refrigerators with solar direct drive cold storage technology, which solved the safety issues of vaccine storage caused by power shortages in North Africa and gained the favor of local consumers.Even if the power is cut off in a high temperature environment of 43 ℃, the temperature inside the box can still be maintained below 8 ℃ for 120 hours, far exceeding the World Health Organization's requirement for maintaining refrigeration temperature for 72 hours.It is worth mentioning that Haier's investment layout in Egypt has profound strategic significance. Egypt is located at the junction of Asia, Africa, and Europe, and has unique geographical advantages.

 By establishing an ecological park in Egypt, Haier can not only further reduce production costs and improve market response speed, but also radiate to markets in Africa, the Middle East, and Europe, achieving the strategic goal of "global manufacturing".

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TCL Expands the Middle East and North Africa Market, Leveraging Intelligent Technology to Win New GrowthWith the acceleration of globalization, Chinese home appliance giant TCL is accelerating its layout in the Central and Northeast African markets.

In recent years, the demand for high-tech intelligent products in the Middle East and North Africa region has surged. TCL seizes market opportunities, relying on innovative product lines and precise market strategies,Successfully entered the local mainstream consumer market. 

Especially in the field of smart TVs, TCL has launched multiple products with 4K ultra high definition, HDR technology, and intelligent connectivity functions, which are highly welcomed by consumers.

For example, in 2023, TCL launched the latest generation of Mini LED and QLED TVs in the Central and Northeast African markets, allowing local consumers to access the cutting-edge consumer electronics technology.

According to the latest report from market research institutions, TCL's smart TV shipments in Central and Northeast Africa have seen significant year-on-year growth, with a steady increase in market share. As early as the third quarter of 2018, TCL's smart TV shipments in the Middle East and North Africa region reached approximately 100000 units, with a market share of 10%. 

The achievement is attributed to TCL's in-depth insight into local market consumption habits and successful implementation of product localization strategies.In terms of marketing strategy, TCL actively cooperates with well-known local retailers to expand sales channels. In 2022, TCL established a strategic alliance with Jashanmal, one of the leading retail groups in the Gulf region. 

This partnership will enable TCL to launch its top tier household appliances and air conditioning equipment for the first time to a wider customer base in the United Arab Emirates, Oman, and Bahrain.Collaboration with Jashanmal is part of TCL's expansion strategy in the Middle East and Africa (MEA) region. Jashanmal will become TCL's key partner in the region, launching its extensive range of household appliances and the latest FreshIN air conditioning, while handling end-to-end operations from distribution, logistics to warranty and service.

TCL also continuously enhances its brand awareness and reputation in Central and Northeast Africa by sponsoring popular sports events and cultural events.

In 2023, TCL announced the establishment of a partnership with one of the world's most iconic football clubs, Arsenal Football Club, as its official regional consumer electronics partner. 

In addition, TCL has also partnered with the Abu Dhabi Cavaliers, Peshawar Zarami, and Pakistani cricket teams to expand its cricket business in the region.TCL stated that it will continue to deepen its investment in the Central and Northeast African markets and launch more innovative products that meet the needs of local consumers. 

At the same time, the company will also strengthen cooperation with local governments and enterprises to jointly promote the prosperity and development of the regional economy

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Midea's Deep Layout and Outlook in the Middle East MarketMidea, as a leader in Chinese home appliance manufacturing, has demonstrated strong strength and influence in the Middle East market in recent years, especially in the fields of air conditioning and laundry equipment. Through in-depth localized production, precise market positioning, and continuous technological innovation, Midea has successfully established a solid market position in the region.Firstly, in terms of market share, Midea's performance in the Middle East region is particularly outstanding. 

Taking its own brands such as Midea and Clivet as examples, these brands have a market share of over 80% in the central air conditioning field, undoubtedly becoming the market leaders in the region.

The formation of this dominant position is due to Midea's profound understanding and precise grasp of the characteristics of the Middle East market.

 For example, in response to the hot climate characteristics in the Middle East and the urgent need for efficient energy efficiency, Midea focuses on research and development and has launched innovative air conditioning products with energy-saving frequency conversion technology and intelligent control, which are highly welcomed by local consumers.

Secondly, Midea's localized production strategy in the Middle East market has also achieved significant results. By investing in production facilities such as refrigerators, washing machines, and water heater factories in Egypt, Midea not only meets the needs of the local market, but also greatly reduces its dependence on imports.

This localized production model not only shortens the supply cycle and reduces costs, but also enables Midea to respond more quickly to market changes and meet the diverse needs of consumers.

In addition, Midea has attracted a large number of price sensitive consumers by offering competitive prices. Midea products are known for their excellent value for money, which is particularly important in the price sensitive market of the Middle East. 

By carefully crafting cost-effective products, Midea has successfully attracted a large number of consumers, further consolidating its position in the Middle East market.It is worth mentioning that Midea is continuously expanding its product portfolio, from air conditioning and laundry equipment to other categories such as refrigerators and kitchen appliances. This diversified product strategy not only increases Midea's market share, but also enhances its ability to meet the needs of different consumers.Meanwhile, with the increasing emphasis on green energy and energy-saving products in the Middle East, Midea's technological accumulation in central air conditioning products will also usher in new development opportunities.

Recently, Midea's groundbreaking refrigerator and washing machine manufacturing base in the Egyptian city of Sat is another important layout in its Middle East market. The base is expected to be officially put into operation in the second half of 2025 and will become Midea's third manufacturing base in Egypt.This measure will not only further enhance Midea's production capacity in the Middle East market, but also help it further meet the needs of the local market and enhance brand awareness.

With the continuous growth of the Middle East economy and the increasing pursuit of high-quality living by consumers, Midea is expected to further expand its market share in the Middle East with its strong brand strength, innovation ability, and localized production advantages.

Meanwhile, with the continuous development of global trends in green energy and smart homes, Midea will also keep up with the trend of the times and bring more innovative, energy-saving, and intelligent home appliances to the Middle East market.