Raul Joseph Concepcion, president and chair of Concepcion Industrial Corp. (CIC), said in an interview with Insider PH that the Philippine market remains strong, driven by a “replenishment-replacement” trend.
“People have asked me about disruption and disruption is so common today. What we tend to do is look at the opportunities. We try to understand our consumers better. I think what you do about [disruption] is what's going to impact it,” Concepcion said on the sidelines of MideaCon 2026 at SMX Clark on March 3, 2026.
Concepcion said disruption has become a constant in the life cycle of businesses, making it important for companies to look beyond short-term uncertainty and identify opportunities.
Joint venture expands appliance distribution
Concepcion Midea Inc. Philippines (CMIP) was established in 2013 as a joint venture between CIC and China’s Midea Group to distribute a wide range of appliances, including air- conditioners, laundry units and kitchen appliances, with a focus on energy-efficient inverter technology.
Anna Marie Alejandro, general manager of CMIP, said strong fundamentals—such as liquidity and financial stability—remain essential for businesses and their retail partners to sustain operations and navigate potential crises.
To stay ahead of the competition amid volatility, Concepcion said Midea focuses on delivering value to customers through innovative, energy-efficient and easy-to-use products.
The company is also expanding its product lines beyond air-conditioning to include refrigerators, laundry appliances and other home solutions.
Reliability over smart features
While AI and smart devices are gaining popularity, he said many consumers still prioritize durability, reliability and service availability over high-tech features they may not yet be ready to adopt.
“I think people aspire for smart devices but then affordability tells them that I should buy the basics at this stage,” he added.
For Alejandro, selling appliances ultimately comes down to connecting with consumers.
Midea, she said, uses smart and AI features to make appliances easier to use and help customers monitor tangible benefits such as energy efficiency, focusing on addressing their needs rather than the technology itself.
"It's not about the technology, but it's about how to help the consumer address their pain points," she added.
Strengthening partnerships with dealers
Beyond product innovation, CIC is also focused on strengthening its network of retail partners and dealers across the Philippines.
Concepcion said the company aims to create value by building capabilities and providing solutions for its retail partners, many of whom are startups or family-run businesses.
He added that while the market continues to grow, CIC is focused on building sustainable operations and supporting long-term industry development rather than simply selling products.
"I think that’s very different from many of the appliance companies that come in. They come in and they sell products, but there’s no soul. And what we try to bring is that soul,” he said.
New appliances at MideaCon
Since launching its annual dealer roadshow in 2023, Midea has used the platform to showcase its global scale, manufacturing capabilities and technical expertise while making home upgrades more accessible to Filipino consumers through its home solutions.
Featured appliances at MideaCon 2026 include the Chione Inverter Series, Avigator Full DC Inverter and Numen Air Conditioner, which highlight energy-efficient features, AI-enabled smart controls, rapid cooling and air purification and self-cleaning technologies.
Exceeding sustainability targets
On sustainability, CIC and Midea are also exceeding government mandates for plastic recovery. The company is committed to recovering plastic equivalent to the amount it sells.
While the government requires only 20 percent of plastic recovery, CIC said it achieved 100 percent recovery for 2025 and is targeting 200 percent for this year.
Concepcion said the company is committed to matching the amount of plastic it puts into the market with an equivalent amount collected, emphasizing long-term sustainability for future generations rather than simply meeting targets.
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