Midea Thailand, or Midea Thailand, the major Chinese appliance brand, unveiled its 2026 plan to intensify its push into the Thai market with an investment of $10 million (over 311 million baht). The company plans to revamp its image, expand retail stores in key provincial markets, and broaden its product lineup to better meet the needs of younger customers and increase its presence in urban areas. The goal is to boost company revenue by 60%, exceeding 3.5 billion baht, following a 20% revenue growth in 2025 that closed at approximately 2.1 billion baht.
At the event Midea Convention 2026, the brand's annual flagship event, Midea announced its achievements over the past year. Despite external factors impacting the overall appliance market, Midea's revenue grew compared to the previous year. This year, the company aims for higher revenue supported by favorable weather conditions. Midea also plans to expand its market by modernizing its brand image, moving beyond just air conditioners to include Smarthome product lines targeting younger consumers.
Seal Jiang, President of Midea Asia-Pacific Region, stated, “Midea plans to invest an additional $10 million in Thailand to accelerate brand growth and meet the long-term needs of Thai consumers. We are transforming from being known solely for air conditioners to designing a full range of home appliances tailored to the lifestyle of Thai people.”
Thanawat Wongchanwut, Assistant General Manager of Midea Thailand, noted that young consumers have become the main purchasing group, prompting the brand to shift its image from being known mainly as an air conditioner seller to a comprehensive appliance brand. Due to changing lifestyles, Midea is focusing on Smarthome and intelligent products to address these evolving needs.
Currently, about 70% of Midea's sales area is in provincial markets, with retail stores and offices located in major regional cities. Bangkok stores account for about 30%, but this year the company plans to increase the capital city's share to 40%.
Simultaneously, Midea will accelerate store renovations, supported by a strong network of dealers and partners nationwide. The plan is to expand to 130 new stores across the country (up from approximately 600 existing outlets) and assist partners in upgrading store appearances to raise customer awareness of the brand's premium quality and product variety.
In terms of product sales mix last year, air conditioners dominated at 80%, while other appliances—refrigerators, freezers, small appliances, and kitchen electronics—accounted for only 20%. This year, Midea aims to increase the contribution of other product groups to 30%.
Wiwatchai Sirithaworn, Marketing Manager of Midea Thailand, explained that 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 like CP Axtra to sell products in Makro and Lotus stores, with plans to collaborate with other major retailers this year.
Midea has been in the Thai market for over 10 years, initially focusing on air conditioners. The company established its own factory and R&D team in Thailand, enabling it to manufacture air conditioners locally, providing customers with quality products at reasonable prices.
Another advantage of the Midea brand is its service, which emphasizes speed, reaching customers within hours. The comprehensive services—from installation to after-sales support—align with customers’ lifestyles that demand quick and thorough assistance.
Last year, Midea developed multiple product categories incorporating AI technology, referred to as AI Smart Master products. These include refrigerators, freezers, washing machines, cooking stoves and microwaves, vacuum cleaners, water heaters, range hoods, air purifiers, and small appliances. The ecosystem allows customers to control all devices via a single application, addressing the needs of digital-era lifestyles.
Additionally, this year Midea introduced 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—a trusted partner who understands consumers comprehensively, from product design and innovation to elevating service quality to better suit lifestyles.
“We are now creating what we call ‘innovation’ consistent with Midea's premium image from China. We are committed to delivering quality products at accessible prices because the Thai market has strong potential, especially among young consumers who are no longer loyal to traditional brands but seek innovative products that offer value and accessibility,” Thanawat Wongchanwut said.
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