Gree and Midea Embrace Localization: Tailored Websites for Global Consumers

In addition to offering various language options, Gree and Midea have developed websites tailored specifically to meet the needs of local consumers. Gree has created 28 country-specific websites, supporting nine languages including Chinese, English, Spanish, Greek, Serbian, Bosnian, Indonesian, Macedonian, and Bulgarian. Similarly, Midea has developed 21 country-specific websites, supporting 14 languages. According to Maroto and Bortoli (2001), localizing a website creates a sense of accommodation and concern for the user, making the company more trustworthy and likable. While most country-specific websites are in the official language of the country, some are in English. For example, Gree uses English on its websites for Bangladesh, Pakistan, UK, USA, Canada, South Africa, Australia, New Zealand, Lebanon, Malaysia, Bulgaria, and Malta. Additionally, Gree has three English websites for the US market and two for the UK, each focusing on a different type of product.