Global home appliance brand Midea is set to significantly broaden its presence in Malaysia through a new collaboration with 99 Speed Mart, the country’s largest mini market chain.
The partnership, formalised through a memorandum of understanding (MoU), will allow Midea to distribute its products across more than 3,100 99 Speed Mart outlets nationwide, bringing its range of home appliances closer to consumers in neighbourhoods across the country.
The agreement was signed by Midea Malaysia Managing Director Mark Tam, with Midea Group’s Asia Pacific President Zeal Jiang witnessing the ceremony. Representing 99 Speed Mart were Chief Operating Officer Yong Eng Kwang, while founder and Chief Executive Officer Lee Thiam Wah served as witness.
The move marks a key step in Midea’s expansion strategy in Malaysia, following the opening of 18 dedicated brand stores last year. By combining its existing retail network with 99 Speed Mart’s extensive footprint, the company aims to increase accessibility and convenience for customers seeking everyday home appliances.
According to Tam, the collaboration enables consumers to more easily purchase a wide range of products, including blenders, kettles, rice cookers, fans, toasters, vacuum cleaners and stoves. He noted that leveraging 99 Speed Mart’s neighbourhood-based locations aligns with the retailer’s “Near n’ Save” concept, allowing Midea to better serve customers where they live and shop.
Lee said the partnership represents a strategic shift for 99 Speed Mart as it broadens its offerings beyond traditional fast-moving consumer goods. He added that introducing home appliances into its stores would enhance convenience for shoppers and meet evolving household needs.
The collaboration also supports Midea’s wider regional ambitions under its “Power of One” strategy, unveiled during its Asia Pacific Dealer Conference last year. The initiative focuses on integrating product innovation, retail growth and customer experience to drive long-term expansion.
Industry observers note that the partnership reflects growing demand for practical, energy-efficient appliances as Malaysian consumers increasingly prioritise modern, functional living solutions.
Beginning August 2026, selected Midea small appliances will be available at 99 Speed Mart outlets nationwide, further strengthening the brand’s market reach and accessibility.
