Established in 1958, Changhong Electric Group of China is a large scale consumer electronics enterprise integrated with R&D, production & marketing. It is one of the global top 10 TV brands and is one of world’s top 500 brands. In 2012, Changhong sales volume reached USD 13 billion.

Changhong entered international market from 2000, established overseas companies & factories in Asia, Australia, Europe, and America. Changhong also opened branch offices in USA, France, Brazil, India, Russia, Algeria, Pakistan, UAE etc. Changhong products and service have reached over 110 countries and regions in the world. Changhong entered in Middle East market in 2005, and became fast growing consumer electronics brand in this region.

The company has taken a significant step to expand its position in the Middle East market, and has appointed Al-Futtaim Electronics (AFE), part of Al Futtaim group as their exclusive distributor for its complete range of Television products & Home Appliances in UAE. The new strategic tie-up is part of Changhong Electrics continuing expansion plan, underlining the company’s aim to become a strong player in the flat panel market in UAE by this year end.

Mr. Steven Pan, Managing Director of Jafza-based Changhong Electric Middle East FZE, said “Al-Futtaim Electronics (AFE) is one of the leading distributor, retailer and customer service in the Gulf region. With this strategic tie up we will be able to take advantage of AFEs, sophisticated retail and distribution network and further consolidate and strengthen the company’s share of the UAE television market”

Mr. Dawood Bin Ozair, Senior Managing Director (EET)-Al Futtaim Group, said: "The Al-Futtaim group prides itself in bringing some of the finest & leading electronics brands in the world to the GCC and is honored to partner with the Chinese government-owned Changhong Electric also known as the “King of Colour TV of China”. The addition of Changhong product range will complement our portfolio and will enrich the strong customer relations we share in the UAE. We are confident that AFE will be able to drive the Changhong Electronics business forward in the GCC."

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