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China's top air conditioner maker gaining ground in Brazilian market

Xinhua Financein MANAUS
2017-04-20 09:07

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Perennial hot weather has made Brazil, the largest country in Latin America, a hot pie in the eyes of global manufacturers of air conditioners.

Gree, China's largest air conditioner producer, has pulled ahead of its competitors in the Brazilian market, with energy-efficient technology, updated products and omnipresent service.

"As one of the earliest Chinese home appliance producers going overseas, we have been in Brazil for 16 years, have a presence in 24 states in the country, and have over 300 dealers and more than 500 service providers," Xie Dongbo, general manager of Gree Brazil, told Xinhua.

LESS ENERGY, MORE BREEZE

One in every three air conditioners in service in the world is made by Gree. Gree has topped the world for 12 years in terms of production and sales volumes of air conditioners, and has remained China's leading household electric appliances manufacturer for 14 years, with its revenues edging up to 15 billion U.S. dollars in 2015, according to its official website.

Split systems with inverter design helps contribute to the giant producer's global leadership, particularly in Brazil, though the country's economy has stayed sluggish for the past several years.

"In Brazil, we are famous for energy and environment conservation. In this regard, we have been praised annually by the highest levels of the Brazilian government since 2004," said Xie.

TOP SALES, ZERO COMPLAINT

The year 2016 was an exceptional one for Gree. The company was authorized to provide its products for the stadiums, the athletes' village and media centers of the Olympic Games in Rio de Janeiro.

"According to the organizing committee, there was zero complaints about our service and products during the Rio Olympics, which meant that none of our machines broke down when the Games were held. We won the respect of the organizing committee," Wang Weizhen, deputy general manager of Gree Brazil, told Xinhua.

Prior to the Games, Gree Brazil passed a review for its production management, social responsibility and sustainable development.

"This was a full dimensional examination of Gree," Wang added.

LOCAL TO THE WORLD

The Rio Games experience not only illustrated the company's success in supplying a major global event but Gree's overall strategy in Brazil.

Gree is headquartered in Zhuhai City, Guangdong Province in southern China. It set up overseas production centers in Pakistan and Brazil.

Its mammoth and comprehensive capacity for research, development, production, sales and service helps the enterprise conquer not only the domestic market, but also overseas.

"Besides technological advancement, localization is another recipe. We make money in Brazil, and we let the local economy and people benefit too," said Xie.

Based in Manaus, the heartland of Amazonia, Gree Brazil has become a major contributor to the local economy over the past 16 years.

"The job fulfills me," said Andreza Rocha, a local staffer of Gree Brazil.

"I fit the cultural atmosphere of this enterprise. The senior managers from China are excellent, from whom I have learned a lot."

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