Chinese brand unveils line amid negative impression

With the series of scandals involving tainted products that have made the Chinese brand synonymous to lesser quality goods, the Midea Group is bent on redeeming itself from this general negative impression.

Midea Group, one of Asia’s largest manufacturers of electrical and household appliances, has partnered with a purely Filipino corporation, MD-Global Aire, to introduce its products to Filipino households and establishments.

MD-Global Aire president Johnny Yu said, during the Cebu launch of Midea’s complete line at Waterfront Hotel in Lahug, “Chinese manufacturers ranged from A to Z where you can actually get the quality of what you pay for, if you pay less then sub-standard quality is what you get. But I’m assured of Midea, being one of China’s leading manufacturers of the world’s known brands of air-conditioners before it decided to come up with its own aircon brand.”

MD-Global Aire is involved in the importation, marketing and distributions of electrical and mechanical machinery.

Yu said Midea deserves recognition and through their venture, MD-Global-Aire's marketing and distribution experience will provide local consumers a direct access to Midea’s product lines.

Midea will be rolling out a wide range of air-conditioning units for both commercial and households in the Philippine marketplace.

Reaching out to other markets in Asia such as the Philippines, have long been anticipated by Midea since it ranked first in exports from China for three consecutive years with a worldwide output exceeding 10,000,000 sets in 2006.

The Cebu launch highlighted Midea’s efficient and space saving R410A air conditioning units that can reach a maximum of 64HP. The self-cleaning Vertu air conditioning units that boast of the “follow me” feature and an air ionizer also took center stage. The Vertu comes in the floor standing or portable types.

Local establishments such as Park Mall 168 in Cebu and Banco De Oro branches nationwide, among others already felt the benefit of using the Midea line. 

Midea products are available at Shopwise, Emilio S. Lim Appliances, Fair n’ Square, Welcome Home Appliances, J&R Appliance Center, Southwest Appliance and SM Appliance centers and its specialty dealers nationwide.

Midea branch manager Derek Ding said Midea aims to be an international group of consumer electric appliances by 2010 with an annual sales amount of over 12.5 billion dollars.

In 2005, the Midea Group posted an overall sales revenue of 5.7 billion dollars, which is 40% increase from the previous year with exportation volumes exceeding 1.76 billion dollars, with an increase of 65%.

Established in 1968, Midea Group has the largest and most comprehensive industrial chain of air-conditioners and microwave ovens in China.