Midea Thailand or Midea Thailand The major Chinese appliance brand Midea Thailand revealed its 2026 plan to intensify its push in the Thai market, investing 10 million U.S. dollars (over 311 million baht) to revamp its image, expand retail outlets in key provincial markets, and broaden its product lineup to better serve young consumers and increase urban reach. It aims to boost total company revenue by 60%, exceeding 3.5 billion baht, following a 20% growth in 2025 that ended with revenue around 2.1 billion baht.
From the event Midea Convention 2026 At Midea's major annual event, the brand announced its success last year despite external factors impacting the overall appliance market. Midea's revenue grew compared to the previous year, and this year it targets even higher revenue, supported by favorable weather conditions. The company plans to expand the market by modernizing its image, moving beyond just air conditioners to include Smarthome products aimed at younger consumers.
Seal Jiang, President of Midea Asia-Pacific Region, said, “Midea plans to invest more than 10 million U.S. dollars in Thailand to drive brand growth and meet Thai consumers' needs long-term. We aim to transform our image beyond air conditioners by designing household appliances across all categories tailored to Thai lifestyles.”
Thanawat Wongchanwutti, Assistant General Manager of Midea Thailand, stated that young consumers have become the main purchasing group, requiring the brand to shift from being known mainly for air conditioners to covering a broader range of appliances. Changing lifestyles have prompted Midea to focus on Smarthome smart products to meet these needs.
Currently, about 70% of Midea's sales outlets are in the provinces, with stores and offices in major cities, while Bangkok accounts for about 30% of retail outlets. This year, Midea plans to increase the proportion in the capital city to 40%.
Meanwhile, the company will accelerate store renovations, working with strong dealer and partner networks nationwide to add new outlets, aiming for 130 locations across the country (from about 600 currently). Midea will assist partners in upgrading and decorating stores to enhance customer awareness of the brand's premium image and product variety.
In the past year, air conditioners still accounted for 80% of sales, while other appliance groups — including refrigerators, freezers, small appliances, and kitchen appliances — made up 20%. This year, Midea plans to elevate the role of other products to 30% of sales.
Wiwatchai Sirithaworn, Marketing Manager of Midea Thailand, said the $10 million investment budget covers 2-3 years focusing on marketing and expanding sales channels. To penetrate urban markets, Midea has partnered with modern trade groups such as CP Axtra to sell products in Makro and Lotus, with plans to collaborate with other major partners this year.
Midea entered the Thai market over 10 years ago, initially focusing on air conditioners before establishing its own factory and R&D team in Thailand. This allows the brand to deliver quality products at reasonable prices.
Another advantage is Midea's service, which emphasizes speed and customer access within hours, providing comprehensive installation and after-sales support that suits fast-paced customer lifestyles.
Last year, Midea developed various AI technology products called AI Smart Master, including refrigerators, freezers, washing machines, cooking stoves and microwaves, vacuum cleaners, water heaters, range hoods, air purifiers, and small appliances. The ecosystem enables customers to control all devices through a single app, catering to digital lifestyle needs.
Additionally, this year Midea launched a new brand ambassador, Ink Waruntorn Paonil, a young artist who enhances the brand's modern image with the concept of being more than just an appliance brand, but a thoughtful partner understanding consumers in all aspects—from product design and innovation development to elevating service to better fit lifestyles.
“We are now creating what we call ‘innovation,’ as Midea in China is quite premium. We are committed to delivering quality products to users at affordable prices because the Thai market has high potential, especially among young consumers who no longer stick to old brands and seek innovation that is valuable and accessible.” Thanawat Wongchanwutti said.
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