Midea has taken a meaningful step to expand its presence in the Australian appliance market through a new partnership with Bing Lee, marking a more coordinated retail and brand-building phase for one of China’s largest home-appliance manufacturers.
Under the partnership, Midea appliances will be introduced across Bing Lee’s network of 48 stores in New South Wales and through the retailer’s online sales platform, according to a bilingual summary of a joint launch event published on Midea’s official WeChat account.
At the event, held on November 11 at Bing Lee’s Sydney headquarters, members of the retailer’s buying team, store managers and sales staff were briefed on Midea’s strategic product roadmap extending into 2026. The briefing covered core categories including refrigerators, laundry appliances, microwave ovens and rice cookers, as well as a broader range comprising dishwashers, air conditioners, fans, portable cooling units and selected small domestic appliances.
The announcement comes as Australia enters its peak sales period, with ARA–Roy Morgan forecasting A$6.8 billion in spending over the Black Friday–Cyber Monday weekend, a 4% increase on last year. Research from Monash Business School shows 65% of Australians plan to shop during the November–December sales period, including 62% of those purchasing consumer electronics and household goods.
The rollout is being supported by a joint brand-launch campaign featuring outdoor advertising, retail display activations and updated in-store signage across Bing Lee locations.
Midea has strengthened its regional marketing in recent years and is an official sponsor of the AFC Women’s Asian Cup Australia 2026™ under a multi-year agreement with the Asian Football Confederation.
Founded in the 1980s, the company began its overseas expansion by exporting small appliances to Southeast Asia and the Middle East. By 2024, its overseas revenue reached RMB 169 billion (about AUD $37 billion), representing 41.5% of total sales. Midea now operates more than 43 manufacturing bases worldwide and reports a larger overseas revenue scale than domestic competitors Gree and Haier.
(photo credit: Midea WeChat account)