What Tension? China Appliance Leader Midea Upbeat On U.S. Market

  • 📰 Forbes
  • ⏱ Reading Time:
  • 62 sec. here
  • 3 min. at publisher
  • 📊 Quality Score:
  • News: 28%
  • Publisher: 53%

Deutschland Nachrichten Nachrichten

Deutschland Neuesten Nachrichten,Deutschland Schlagzeilen

“The U.S. is the major growth engine in the Midea portfolio,” Midea America President Kurt Jovais said in an interview

Midea’s localization efforts notably include the hiring of Jovais himself, a Texas-raised American with more than two decades of experience in the appliance industry. Unlike many of Midea’s overseas businesses, the U.S. operation is set up as a subsidiary, not a joint venture. “This is a pure 100% Midea business,” he said, noting the contribution of a Louisville research center of more than 60 staff that comes up with products for American tastes.

It was at Samsung that he “fell in love with” appliances, Jovais said. “There's a lot of emotion that is actually tied up in a washing machine or refrigerator. It's more than the utility of it. It's how people perceive how they care for the family. There's status associated with it. There are a lot of complex emotions coming from a marketing background. I like that.”

Jovais called out the company’s research hub in Louisville, Kentucky, where it employs 63 staff, for much of its success in winning U.S. shoppers. Local knowledge is key because consumers differ worldwide, he noted. “The appliance space, specifically, is so specific to the local market,” with different technologies favored in different markets, he said. “People in the U.S. use refrigerators differently than people in Europe. For instance, induction cooking in Europe is very, very commonplace.

Will all of that sensor-laden manufacturing lead Midea to invest in semiconductors, as have auto makers? “We're going to see Midea investing in semiconductor capacity somewhere. Midea has a history of being highly vertically integrated, but I can't speak to what are the plans around semiconductors,” Jovais said.

 

Vielen Dank für Ihren Kommentar.Ihr Kommentar wird nach Prüfung veröffentlicht.

🏥👩‍⚕️👨‍⚕️🌰🍆🍌🍍🍶🥗🧑‍⚕️⚕️🗳️🇦🇩⚰️🆚🇨🇻♀️🇻🇪⌛🕵️🕵️‍♀️🕵️‍♂️🙆🙆‍♀️🙆‍♂️1️⃣👁️

Wir haben diese Nachrichten zusammengefasst, damit Sie sie schnell lesen können. Wenn Sie sich für die Nachrichten interessieren, können Sie den vollständigen Text hier lesen. Weiterlesen:

 /  🏆 394. in DE

Deutschland Neuesten Nachrichten, Deutschland Schlagzeilen