RACA Journal August 2023 | Page 18

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Events and Exhibitions

LIVANCE DEALER CONFERENCE 2023 REVEALS NEW PRODUCT LINES

Livance hosted its Dealer Conference and Awards ceremony in Johannesburg on 2 June , profiling Livance itself , Midea , and some new products as well as a new division focusing on the energy market . RACA Journal was there to cover the event .
Craig Fowlds , Livance director .
Dennis Lee , GM of Middle East , Africa , South Asia , CIS Midea Building Technologies .

The opening presentation was by Craig Fowlds , Livance director , who described Livance ( an anagram of Life

Advanced ) in the following terms :
Founded in 2021 , Livance is a South African company that has emerged with a clear vision and purpose . Formerly known as Imperial Air Conditioning , Livance underwent a renaming exercise to establish a distinct identity aligned with its core values and aspirations . The decision to rebrand was prompted by the acquisition of the rights to Toshiba home appliances and the desire to consolidate their multiple brands under a unified banner .
The name ‘ Livance ’ embodies the company ' s commitment to enhancing lives through its products , services , and unwavering
All photos by © Eamonn Ryan | RACA Journal focus on value and customer satisfaction . With a rich history dating back to 2005 , Livance has evolved to become a leading player in the HVAC industry and has expanded its operations beyond air conditioning to encompass various other businesses that support the sector .
Livance has set ambitious goals for Midea ’ s future . By 2024 , the company aims to establish Midea as the second-largest air conditioning brand in South Africa , measured by brand perception , market share , and value for money perception . The pursuit of this objective aligns with their long-term vision to become the best value brand by product category in the country .
Additionally , Livance recognises the pressing need for sustainable energy solutions in South Africa , given the challenges associated with electricity supply . To address this issue , the company has ventured into the energy sector and launched Midea Energy , capitalising on the growing demand for reliable and affordable energy products . With a focus on chilled water and other promising areas of the business , Livance aims to achieve a 40 % market share for MBT by 2024 , representing a remarkable growth rate of 50 % per year .
To achieve these goals , Livance has devised a comprehensive strategy . The company primarily focuses on building strong partnerships with consultants , contractors , and B2B clients , ensuring that their brands meet the specific needs of the South African market . By offering dependable and competitively priced solutions , Livance aims to establish itself as a trusted and reliable company in the industry .
Moreover , Livance emphasises collaboration with Midea ’ s headquarters in China , benefitting from their experience and insights gained from other markets around the world . The close relationship with Midea ’ s headquarters has brought about significant changes and has proven to be fruitful in terms of financial support , guidance , and invaluable advice . This synergy has empowered Livance to navigate new territories and explore innovative approaches , enabling the company to adapt and thrive in an ever-changing business landscape .

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RACA Journal I August 2023 www . refrigerationandaircon . co . za