Midea has confirmed local growth ambitions in the Australian market with a clear focus on Original Brand Manufacturing (OBM).
Midea Australia and New Zealand head of sales, Adam Hobson, said: “It is no secret that we are looking to expand, and we are quietly optimistic about the retail distribution strategy we have planned.
“We have been preparing and streamlining our local business processes portfolios for our growth ambitions since the subsidiary was established in 2022.”
Hobson said the key strategic focus mandate from Midea’s global HQ is to prioritise OBM and promote product innovation and boost growth to its OBM brands.
“We capitalised on opportunities over the Black Friday trading period last year with rice cookers and microwaves and are now looking to expand and grow our category distribution with major local retailers.
“We are hoping to launch many of the products showcased at IFA in Berlin last September in the near future. Once this begins, I expect we will quickly go from strength to strength with the need for additional local resources to support our business growth ambitions.”
Last year, Midea Group established a direct subsidiary in Australia with the opening of a Melbourne office and appointment of a local sales and marketing team. The group also presented a suite of smart home appliances at IFA 2024 and confirmed a new partnership with the National Basketball League in December last year.
Over the coming days, the company is expected to announce the appointment of new staff members to support the future growth of the brand locally.