CAC Installed Ahead of Rio Olympics -...

Advances Fusion, April, 2016

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Vol. 6, #2, April 2016, No. 57

CAC Installed Ahead of Rio Olympics

Midea’s air conditioning has been installed in the 2016 Olympic village


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ADVANCES

Contents

Midea Advances Newsletter is published monthly

by Midea International Business. We welcome all

comments, suggestions and contributions of

articles, as well as requests for subscription to our

newsletter. You can reach us by email at:

[email protected]

Address:

ADVANCES, Midea International Business

Midea HQ

No. 6 Midea Road

Beijiao, Shunde, Foshan, Guangdong

P.R.C. 528311

Web: www.midea.com/global

Phone: 0086 13266591586

Quote of the

Month:

Every man I meet is

my superior in some

way, in that, I learn

of him. —Ralph

Waldo Emerson.

NEWSLINE

Page 1 Pic courtesy of

International Olympic

Committee via Google Images

www.midea.com

Getting by in Brazil PAGE 17

2015 Report Supports

Moody's A3 Rating PAGE 4

CAC to Shine at Summer

Olympics PAGE 3

RAC Attends United Nations

Environmental Conference PAGE 8

Finding the Right Balance

with Chef Robert Pengson PAGE 12

Training Center Established

in Venezuela PAGE 5

RAC Wins Major North

America Certification PAGE 7

Little Swan up 28% Year-on-

Year PAGE 6

China’s World-Beating

Swimmers and Divers Come

to HQ PAGE 10

Turning Japanese! PAGE 15

FUSION

Central Europe Training

Takes in the Mars Rover and

BMW PAGE 9

Fan Base at Olympic Trials PAGE 11

4 Factory Workers Win Good

Samaritan Award PAGE 6

PEOPLE

FUSION

CAC Wins Angola Cement

Plant Project PAGE 13

Belying the Myths about the

Youth of Today PAGE 14

Minnie Mouse Makes Midea

Memorable PAGE 5


3

CAC to Shine at Summer Olympics

By CAC

B eijing 2008 had the Water Cube, London 2012 had

the wave-like roof, and Rio 2016 has unveiled the design that

will adorn its main aquatics arena.

Rio2016.com has revealed that the Olympic Aquatics

Stadium that will host the world’s best swimmers and water

polo players next year will be enveloped by a work of art by

renowned Brazilian artist Adriana Varejão.

Characterized by images of oceans and angels, the venue

could become as iconic as its predecessors. Rio-born artist Va-

rejão, who is behind the design, has had her work displayed in

the Tate Modern in London, Paris’s Fondation Cartier, the

Guggenheim in New York and Tokyo’s Hara Museum.

Making it possible for spectators to enjoy watching world-

class sports in the Brazilian summer will be the V5X series from

Midea Commercial Air Conditioning (CAC).

The variable refrigerant flow (VRF) system boasts ad-

vanced direct current (DC) inverter technology, precision refrig-

erant control, energy-saving heat transfer, and powerful low-

temperature heating technology.

The VRF has maximum parallel capacity of 88 HP, the

highest in the industry, and the leading integrated part load val-

ue (IPLV) of 8.3 W/W.

NEWSLINE

Image via International Olympic Committee




4

2015 Report Supports Moody's A3

Rating By Moody’s

M oody's Investors Service said March 31 that

Midea Group Co., Ltd.'s results for 2015 support its A3 issuer

rating and the stable outlook on the rating.

Midea reported stable adjusted earnings before interest,

taxes, depreciation, and amortization (EBITDA) for 2015,

despite a modest 2% fall in revenue," says Lina Choi, a

Moody's Vice President and Senior Credit Officer. "These

results were driven mainly by product upgrades and diversifi-

cation, growth in online distribution and low raw material

prices."

"Proactive

inventory clear-

ance during the

fourth quarter

also helped

Midea maintain

healthy invento-

ry levels on a

company as well

as distributor

basis," adds

Choi. The mod-

est 2% fall in

Midea's total

revenue to

RMB138 billion

(US $22.1 bil-

lion) was in line

with the 0.4%

fall in revenue

for the home

appliances in-

dustry as a

whole, based on

data from China's Ministry of Industry and Information Tech-

nology.

The stable EBITDA was supported by: 1) product up-

grades in its air-conditioning, refrigerator and washing ma-

chine segments, where higher average prices resulted in im-

proved gross margins; and 2) encouraging revenue growth of

8%-20% in its refrigerator, washing machine and small applianc-

es segments.

Midea reported RMB16 billion (US$2.46 billion) in reve-

nue generated from online distribution channels for 2015, the

highest such revenue among large white goods manufacturers in

China. Moody's says the strong online sales helped Midea main-

tain its strong market position.

Overall, Moody's says that Midea's total revenue will likely

stay stable over the next 12-18 months. Continuous product

upgrades and sustained low input costs resulted in Midea's ad-

justed EBITDA margin rising marginally to 12.0% for 2015

from 11.8% the year before.

Midea's liquidity remains very strong. It held in excess of

RMB40 billion (US$6.41 billion) in cash and cash like assets on

hand at 31 December 2015, and generated RMB25-RMB27

billion in operating cash flow.

NEWSLINE


5

Minnie Mouse Makes Midea Memorable

By Advances

O ver 600 Midea products were put on display at

China’s oldest trade fair from April 15-19. Minnie Mouse

and Daisy Duck were on Midea’s Canton Fair stand to

mark Midea’s cooperation with Disney.

Products on show included the Bubble home auto-

mation series, the family set of small appliances and the

latest products from each division.

The Canton Fair has been held twice every year since

1957. According to China Daily, this year's fair saw an increase in

buyers from South Asia, Middle East, South America and Afri-

ca.

NEWSLINE

By CAC

Training Center Established in

Venezuela

V enezuela is going through tough times. Due to an

energy crisis, two million public sector workers are working a

two-day week and women have even been called on not to use

hairdryers. In

spite of this,

Midea Com-

mercial Air

Conditioning

(CAC) has

opened an

after-sales

training cen-

ter and held

sessions

in the

South

Ameri-

can

country.

En-

gineers

were on

hand to explain how the technology works and how best to

present products appealingly. Generating economic activity in

Venezuela is challenging but necessary. Copper and other raw

materials are in short supply but swimming upstream is the

Midea way.


6

Q1 Profit up 17% Percent Year-on-Year

By Advances

M idea Group’s revenue for Q1 2016 was 38.3 billion

RMB (US$5.9 billion), according to the quarterly report which

was published April 29. Net profit was 3.9 billion RMB, a year-

on-year increase of 17 percent. Earnings per share were 0.92

RMB.

Successes included Residential Air Conditioning in China,

where installations were up 10 percent, and market share was at

27.4 percent,

an increase of

0.9 percentage

points. The

net amount of

cash from

operating ac-

tivities was at

6.6 billion

RMB, an in-

crease of 164

percent.

In the same quarter,

Midea-owned washing ma-

chine brand Little Swan

pulled in US$652 million, a

year-on-year increase of 28.71

percent. Profit was US$48.7

million, a year-on-year in-

crease of 30.84 percent.

Highlights of the quar-

ter included winning ten tro-

phies at the Aipu Lan

Awards, the Oscars of Chi-

na’s appliances industry; the

awarding of the Most Efficient

Mini Split Certificate by the

United States Air Conditioning, Heating, and Refrigeration In-

stitute; and the installation of Midea’s commercial air condition-

ing systems in the Olympic Village for Rio 2016.

NEWSLINE

4 Factory Workers Win Good

Samaritan Award

F our workers at

Midea’s kitchen appliances

factory in Foshan, China

were awarded for bravery

and selflessness by local

police after they rescued

the driver of a crashed

truck late last year. Deng

Xunu, a line worker at the

microwave factory along

with Yi Xiang, Chen

Jinyang and Li Jianjun

who work in the factory’s

canteen were also awarded 5000

RMB (US$775) each.

On the night of December 22, the

four men were on their way home

when they saw a car that had lost

control and swerved into a creek.

The four men waded into the creek

to rescue the driver from the car and

drag him ashore.

The Shunde District Public Security

Bureau and the Shunde District Peo-

ple's Government got together to

present the men with The Good

Samaritan Award.

The Aipu Lan Award

Little Swan’s Beverly Series


7

RAC Wins Major North America Certification

By RAC

M idea Residential Air Conditioning (RAC) was

awarded the Most Efficient Mini Split Certificate by the Unit-

ed States Air Conditioning, Heating, and Refrigeration Insti-

tute (AHRI) on April 5. The recipient of the award was the

Variable Speed Mini-Split Heat Pump, with Remote Outdoor

Unit Air-Source, product number MS11M-09HRFN1-

MZA5W(A).

AHRI President and Chief Executive Officer Stephen

Yurek, Vice President Henry Hwong, Project Manager Richie

Mohan, and Chief Representative Bridge Xue attended the

ceremony at which the certificate was awarded. Midea’s head

of RAC Winson Wu and deputy head Mariana Zhao were also

in attendance

According to certification institution Intertek Group,

the product’s seasonal energy efficiency ratio (SEER) is 37.5

and its heating seasonal performance factor (HSPF, a measure

of energy efficiency) is 14.1, putting alongside the top prod-

ucts of its kind in North America.

In a speech, Winson Wu said the air conditioners were

designed with North American users’ demand for high effi-

ciency, energy conservation and comfort in mind. Stephen

Yurek said that as a world class white goods manufacturer,

Midea was guaranteed to be welcomed by North American

consumers with open arms.

About the AHRI

The AHRI is a trade association formed in 2008 by a mer-

ger of the Air-Conditioning and Refrigeration Institute (ARI)

and the Gas Appliance Manu-

facturers Association (GAMA).

The organization performs po-

litical advocacy on behalf of its

member industries, maintains

technical standards, certifies

products, shares data, conducts

research, and awards scholar-

ships.

Its 300+ member companies

produce more than 90 percent

of the residential and commer-

cial air conditioning, heating,

water heating, and commercial

refrigeration equipment made in

North America. Through its certification program, standards,

advocacy, and other activities, it strives to help save energy,

improve productivity, and ensure a better environment.

NEWSLINE

Winson Wu

Stephen Yurek giving a speech


8

RAC Attends United Nations Environmental

Conference By UNEP

O rganized by United Nations Environment

Programme (UNEP) and Ministry of Environmental

Protection/Foreign Economic Cooperation Office

(MEP/FECO), a workshop on environmentally

friendly refrigerants in air conditioners was held in

Shenzhen, China from February 29 – March 1. The

event was attended by 100 delegates representing na-

tional ozone units, industry associations, enterprises

(including Midea) and media from about 30 countries.

The workshop aimed at helping countries in the

region adopt environmentally friendly refrigerants in

residential air conditioning. Developing countries are

making efforts to phase out hydro chlorofluorocar-

bons (HCFCs) in the production and consumption

sector in order to meet the obligations defined under

the Montreal Protocol on Substances that Deplete the

Ozone Layer.

As a major consumer of HCFCs, the air condi-

tioning industry has been making efforts in developing

alternative technology. As of today, there are available alterna-

tives that yield higher energy-efficiency and lower global

warming potential. However, flammability property appears to

be the key barrier for the adoption of these alternatives.

As a result, there are needs to share unbiased infor-

mation

about the

alterna-

tives, ex-

change

policy and

technical

measures

such as

establish-

ment of

proper

safety stand-

ards, improvement of product design, conversion of the pro-

duction lines to the selected technologies, as well as carrying

out servicing technicians training programs to overcome this

obstacle.

Representing Midea Residential Air Conditioning (RAC),

production engineer Lu Dongping explained that RAC was

complying with the replacement of HCFC with r290 (propane)

and how it was keeping its workers safe despite the flammability

of the substance. At the opening of the workshop, Mr. Xiao

Xuezhi, Deputy Director General of FECO‐MEP, remarked

China’s high recognition on the significance of international

environmental agreements compliance and emphasized that

China has been taking its responsibilities seriously.

As the major global manufacturer for RAC, China con-

tributes 75% of global RAC products and exports. With finan-

cial support from Germany and the Multilateral Fund for the

Implementation of the Montreal Protocol, the country was able

to convert nine production lines for R290 RACs and 11 more to

be converted by the end of 2017.

Midea Residential Air Conditioning has distinguished itself

in complying with environmental regulations. As an industry

leader and pioneer of green manufacturing, it has a cooperation

with the World Wildlife Fund (WWF).

NEWSLINE

Lu Dongping

Midea’s delegation


9

Central Europe Training Takes in the Mars

Rover and BMW

A five-day training session in Europe attended by nine

Midea employees involved everything from The Mars Rover, to

3D printing, to Transformers-like robots. The nine trainees,

representing various Midea product divisions, attended the In-

dustry 4.0 training in Munich and Zurich from March 14-18.

The training included visits to BMW, HAWE Hydraulic,

Maxon Motor and other major European companies. Trainees

got a taste of the latest industry developments such as augment-

ed reality glasses that can identify faults in industrial machines

and prescribe solutions.

The training was led by Vice Provost of China Europe

International Business School Katherine R Xin. It revolved

around "Real Situation Learning" and involved both field trips

and seminars. During the field trips, trainees were given practi-

cal problems to solve.

One trainee commented that visiting the BMW factory in

Munich, with its 900 robots, was like being on the set of a

Transformers movie. HAWE provided a lesson in customiza-

tion.

Maxon

Motors,

a suppli-

er to

NASA,

pro-

duced

the

Mars

Rover,

which

survived

eight

years on Mars in temperatures of minus 120 degrees. A visit to

the Swiss Federal Laboratories for Materials Science and Tech-

nology provided a lesson in 3D printing.

Prof. Marc Sachon, academic director of IESE Business

School's Advanced Management Program (AMP) in Munich,

said the training provided a valuable lesson in the future of in-

dustry. The workers who completed the training now have first-

hand experience of how the world’s top companies approach

factories, manufacturing, distribution and business models.

NEWSLINE

By MIP


10

China's World-Beating Swimmers and Divers

Come to HQ

S ince 2008, Midea has sponsored China’s international

swimming, diving and synchronized swimming team, a period

that has coincided with its golden era. After the team’s trials for

the Rio Olympics were held for at Century Lotus Sports Park in

Foshan City from April 3-10, the competitors stopped off in

Midea’s global HQ to say hello.

As the team’s main sponsor and corporate partner, Midea

invited over 30 athletes to its global headquarters to pose for

photographs, meet staff and learn about the group's history and

some of its leading products.

―I am a massive fan of this team. Midea will do everything

within its power to help them make us proud in Rio‖ said

Group President and CEO Paul Fang.

NEWSLINE

By Chen Minshan

Secretary General of China Swimming Association Wang Lusheng (l) with Paul Fang (r)

Patriotic Midea staff with autographed shirts

Posing with a gold medal winning rice cooker


11

Fan Base at Olympic Trials

M idea sent employees and their families as cheerlead-

ers and fans at the Olympic trials for aquatic sports at Century

Lotus Park in Foshan City on April 3-10. They may have been

slightly biased toward competitors from Midea’s home province

of Guangdong, such as the promising female swimmer Liu

Xiang, but the atmosphere was lively and good-natured.

Though Olympic and world-record holding swimmer Sun

Yang was unfortunately absent, there was plenty for people to

get excited about.

NEWSLINE

By Chen Minshan

Liu Zige - Gold medal winner in the 200m Butterfly at the 2008 Olympics

Liu Zige - Gold medal winner in the 200m Butterfly at the 2008 Olympics

Ning Zetao - Winner in the 100m freestyle at the World Aquatics Championships. His success lit up social media.


12

Finding the Right Balance with Chef Rob

Pengson

The following was published in Philippines-based newspaper Malaya

Business Insight on April 20

M any Filipino families are still trying to catch up with

today’s fast-paced lifestyle and trying to adjust with it creates an

imbalance when it comes to being with the family or when

working. Chef Rob Pengson, one of the country’s well-known

chefs, understands this well. He tries to make good use of his

time, whether at work when getting meals out quick and hot off

the kitchen, or at home where he can be with his family without

carrying so much work-related stress.

Chef Rob has found the right home appliance partner

which can

save him

time, effort

and money

while al-

lowing him

to take care

of his fami-

ly’s com-

fort at

home, in

one of the

world’s larg-

est manufacturers of home appliances. Midea offers an array of

products and solutions that are reinvented for a new generation

and inspired by the way most people live now — products that

make it easy for anyone to get the job done from the very first

use.

―Confidence in the kitchen is provided by skill, experience

and the tools one uses. Having the right kitchen partners mean I

can be confident that the appliances work at par with my stand-

ards,‖ Chef Rob said when asked about his thoughts on his culi-

nary success. At home with his wife Sunshine and sons Santiago

and Sevi, Chef Rob also uses the same Midea products like the

air-conditioner, refrigerator and washing machine and other

small appliances to give them more time for themselves as a

family.

Chef Rob also looks at the durability of the product be-

cause he needs something that lasts, and also its simplicity, func-

tionality and ease of use so he could bond more with his wife

and sons. Bonding time means watching their favorite movie or

TV series, helping his eldest son, Santiago with his homework,

or playing with Sevi.

When asked what his favorite Midea appliance is, Chef

Rob shared that it would be the induction cooker. ―It’s top-level

technology which is great for cooking and very efficient because

it doesn’t waste energy. Efficiency in the kitchen is very im-

portant.‖

He also uses it at home so he can cook meals without any

added stress to give him more time and energy to be with his

family. ―People shouldn’t be afraid of new technology but ra-

ther embrace

it,‖ Chef Rob

adds. ―It’s

here to make

our lives bet-

ter and save

resources at

the same

time.‖

―We’ve al-

ready worked

with Chef

Rob in past

events and felt that he understood Midea’s positioning and

shares the same views, especially when it comes to the new

wave of cooking,‖ Midea General Manager Phillip Trapaga said.

―When we considered getting a brand ambassador for the full

range of Midea products, Chef Rob was on the top of our list.

We feel that Chef Rob and his family embody the typical young

Filipino family or young upgraders, which Midea wants to reach

out to in order to achieve harmony at home.‖

http://www.malaya.com.ph/business-news/living/finding

-right-balance-home-and-work-chef-rob-pengson

NEWSLINE

Via Malaya

Rob Pengson and family


13

CAC Wins Angola Cement Plant Project

By CAC

M idea Commercial Air Conditioning (CAC) won

the bid to install its equipment in the Nova Cimangola Ce-

ment Factory in Angola. Based in Luanda province, Nova

Cimangola is the largest cement enterprise in the country with

a production capacity of 5000 tons per day.

The plant will create employment and boost the devel-

oping country’s construction industry. On March 17, Midea

CAC signed the contract agreeing to provide Precision A/Cs,

DC Inverter VRFs and Fresh Air Processing Units for the

project. This is one of a long line of major industrial projects

that CAC has won throughout Asia, Africa and Eastern Eu-

rope.

Other recent projects include the ZETES Power Station

in Turkey, DCT Logistics Emirates in Dubai, AP Honda in

Thailand, Avantha Group Transformer Factory in Hungary, Bali

Power Plant in Indonesia, and the Cirtek Project in The Philip-

pines.

NEWSLINE


14

Belying the Myths about the Youth of Today

By Yao Jie

B ritish politician Ian

Duncan-Smith famously said:

―Never underestimate the determi-

nation of a quiet man.‖ In the age

of mini-celebrity through social

media, the job market tends not to

favor people with an unprepos-

sessing appearance and a softly-

spoken manner.

There are also many doubts

among older Chinese about the

generation born in the 1980s and

90s, many of whom grew up in

households of six wallets (two parents and four

grandparents) feeding one mouth. In just a year

with Midea, Zhu Hong has overcome both of

those prejudices due to his unusual patience and

meticulousness.

Recognizable for his slight build and soft

smile, he has excelled in his role as a product test-

er at the Midea Residential Air Conditioning

(RAC) factory in Chongqing. His ability to spot

quality problems and his good interpersonal skills

have enabled him to be given increased responsi-

bilities despite being at the beginning of his career.

Throughout the busy season when orders are going

through the roof and workers are run off their feet, he

gained a reputation as a positive and supportive team-

mate. A modest man, he cites his reputation for pre-

cocious diligence to the good team and work ethic

around him.

―We must let the quality of our products speak for

itself,‖ Zhu told MIP. ―The market is changing and

we have to change with it.‖ People like Zhu will be

the rock that the new Midea stands on.

PEOPLE


15

Turning Japanese!

Via Matador

FUSION

extended, 70-degree bow.

2. Table Manners

If you’re with a dinner party and receive drinks, wait

before raising the glass to your lips. Everyone will be served,

and someone will take the lead, make a speech, raise his drink,

and yell ―kampai!‖ (cheers).

You will receive a small wet cloth at most Japanese res-

taurants. Use this to wash your hands before eating, then care-

fully fold it and set it aside on the table. Do not use it as a nap-

kin, or to touch any part of your face.

3. No Tipping

There is no tipping in any situation in Japan – cabs, res-

taurants, personal care. To tip someone is actually a little in-

sulting; the services you’ve asked for are covered by the price

given, so why pay more?

4. Chopsticks

Depending on the restaurant you decide upon, you may

be required to use chopsticks. If for some reason you aren’t

too adept at it, try to learn before passing through immigra-

tion. It’s really not that hard.

5. Thresholds

Take off your shoes at the entrance to all homes, and

M idea has formally opened two joint ventures with

Japanese robot giant Yaskawa as well as confirming the pur-

chase of Toshiba’s white goods business, the most high profile

acquisition in the group’s history. For this reason, it is time for

us all to turn a little Japanese.

Here are ten tips on how to conduct yourself on a visit to

the land of the rising sun:

1. Addressing Someone, Respect

Bowing is nothing less than an art form in Japan, respect

pounded into children’s heads from the moment they enter

school. For tourists, a simple inclination of the head or an at-

tempt at a bow at the waist will usually suffice.

The duration and inclination of the bow is proportionate

to the elevation of the person you’re addressing. For example, a

friend

might

get a

lightning

-fast 30-

degree

bow; an

office

superior

might

get a

slow,


16

Turning Japanese! (Cont.)

Via Matador

FUSION

8. Bathing

Public bathhouses are alive and well. Sento, or neighbor-

hood bathhouses, can be found from the largest area in Shin-

juku to a small town on the island of Shikoku. Onsen, or hot

springs, are very popular as weekend excursion resorts.

Unlike in western cultures, the Japanese bath is used

after you have washed and rinsed, and feel like soaking in extra

-hot water for 10, 20, 30 minutes. It’s an acquired taste to be

sure, but can be very relaxing.

9. Speaking English

If you do not look Japanese, locals will generally assume

you are a native English speaker until you prove otherwise.

Although you may speak some or fluent Japanese, the

default language of choice is English. Many Japanese will insist

on using their own English language ability, however limited,

to converse with foreigners, in spite of the fact that the person

on the opposing end may have more knowledge of the local

tongue.

10. Safety

Japanese people may often warn you to be safe on your

travels, and to take care of your belongings.

How-

ever, Japan’s

low crime

rate is evi-

dent when

you see busi-

nessmen

who have

missed the

last train

sleeping out-

side on a

park bench, or a group of 5-year-old boys walking by them-

selves for over a kilometer to make the starting bell at school.

most businesses and hotels. Usually a rack will be provided to

store your shoes, and a pair of guest slippers will be sitting

nearby; many Japanese bring a pair of indoor slippers just in

case.

6. Masks

Steri-

lized masks,

like the ones

you’d see in

the emergen-

cy room, are

commonly

used by Japa-

nese to pro-

tect other

people from

germs.

7. Conformity

When groups of high school students in Japan were asked

to identify the dangers facing children today, the majority

agreed on the number one threat: individualism.

Japanese society is focused on the group. Drawing atten-

tion to yourself as an individual is a huge no-no: don’t blow

your nose in public, try to avoid eating while on the go, and

don’t speak on your cell phone in crowded public areas like

trains or buses.


17

Getting by in Brazil

By Advances

FUSION

2. Parties Are Important.

Brazilians produce two of the world’s biggest bashes in

Carnival and the New Year's Reveillon celebration. In Rio de

Janeiro, the city puts on free music fests, with bands perform-

ing across the city, while in Recife, at the city's outdoor con-

cert stage across the

street from the

beach, free concerts

range from rock to

forro to an event

featuring every

drummer with a

drum kit in the city,

more than 100 of

them playing in

unison.

The Bumba

Meu Boi festivals in

Sao Luis, in the

northeast state of

Maranhao in July mix

the folkloric tradi-

tions of Africa, indig-

enous Indian and

Europe together into

a party unlike any other.

3. Rhythm Is King

The Brazilian knack for improvising on any musical

theme makes this country unrivaled in the quantity and quality

of different musical rhythms and styles. The outside world

knows bossa nova, a slowed-down samba mixed with Ameri-

can jazz and French impressionism; and samba, a blend of

African drum circles and European marches.

The top Afro-Brazilian styles range from afoxe, ceremo-

nial soundtrack for the religious processions of candomble, to

lundu, maracatu, axe, ijexa, and frevo, the latter of which

comes with a feverishly playful dance.

D espite the country going through uncertain times

politically and economically, Brazil remains one of Midea’s

most important markets, especially in the year of the Rio Olym-

pics, at which Midea is the supplier of commercial air condi-

tioning (see page 3). Here are ten things you may not know

about the largest country in South America:

1. Brazil Is an Outdoor World.

From the sidewalk cafes of Rio, to backyard barbecues, to

beaches up and down the long coast, to the wild interior, Brazil

is a place to be outside. Brazilians revel in an outdoor culture,

as befits a tropical land, and they have world-class natural envi-

ronments to play in.

For scale, it's hard to match the immensity of the Ama-

zon rain-

forest, the

largest in

the world,

or the

power of

Iguazu

Falls,

which is

the se-

cond wid-

est and in volume in the world.


18

Getting by in Brazil (Cont.)

By Advances

FUSION

wear conservative, dark-coloured business suits. Three-piece

suits typically indicate that someone is an executive.

Women should wear suits or dresses that are elegant and

feminine with good quality accessories. Manicures are ex-

pected.

8. Business Cards

Business cards are exchanged during introductions with

everyone at a meeting. It is advisable, although not required, to

have the other side of your business card translated into Portu-

guese. If you do, present your business card with the Portu-

guese side facing the recipient.

9. Dining Etiquette

Arrive at least 30 minutes late if the invitation is for din-

ner. Arrive up to an hour late for a party or large gathering.

Flowers for a hostess are appreciated.

10. Family Values

The family is the foundation of the social structure and

forms the basis of stability for most people. Families tend to

be and the extended family is quite close.

The individual derives a social network and assistance in

times of need from the family.

4. Kissing Strangers Is Customary

Getting to know people in Brazil is a fast-track process.

It's customary for a male introduced to an adult female to pro-

vide a kiss on both cheeks -- and on leaving, too.

Body language is as important as Portuguese. Guys aren't

afraid to put an arm around another male to emphasize a point.

Placing a hand on a shoulder or providing a robust bear hug

and a salvo of air

kisses is part of

an intricate social

dance.

5. Brazilians

Need to Know

Who They Are

Doing Business

With

Brazilians prefer

face-to-face meet-

ings to written

communication

as it allows them to know with whom they are doing business.

The individual they deal with is more important than the com-

pany.

Since it is a group culture, it is important that you do not

do anything to embarrass a Brazilian. Criticizing an individual

causes that person to lose face.

6. Never Rush Business Talk

Brazilians take time when negotiating. Do not rush them

or appear impatient.

Often the people you negotiate with will not have deci-

sion-making authority. It is advisable to hire a translator if your

Portuguese is not fluent. Use local lawyers and accountants for

negotiations. Do not change your negotiating team or you may

have to start over from the beginning.

7. Dress Well

Brazilians pride themselves on dressing well. Men should


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