In a strategic move to tap directly into China’s manufacturing and innovation engine and strengthen ties between Chinese manufacturers and Middle Eastern consumers, Saudi Arabia-based Alesayi Group launched a new subsidiary in Shenzhen yesterday. 

The new company, Alesayi Technology (Shenzhen) Co. Ltd., officially opened in Longhua District. Its planned operations include a procurement center, an e-commerce team, and a logistics and order fulfillment hub.

Rayan Saeed Omar Alesayi, CEO of Alesayi Better Life, told Shenzhen Daily that proximity to partners was a major factor in the decision. “Establishing ourselves in Shenzhen allows us to be closer to leading partners. Shenzhen is a global center for innovation and manufacturing,” he said. “Being here gives us access to the most cutting-edge technology, which will enhance our influence globally.”

The Shenzhen base will serve as the group’s primary channel for bringing Chinese home appliance and electronics brands to the Gulf region, and they will initially focus on the brands TCL, Dreame, and Galanz.

According to Kevin Wang, executive director of Alesayi Technology (Shenzhen), the group helped TCL break into the Middle Eastern market in 2014, ultimately guiding the brand to become the market leader in smart TVs in Saudi Arabia.

Mohammed Hassan Hashish, COO of Alesayi Better Life, highlighted the shifting perceptions of Chinese products among Middle Eastern consumers. “As Chinese products undergo a rebranding in the Middle East, people trust the brand power,” Hashish stated. He referred to the rising profile of BYD in the region as an example, adding that “with the acceleration of infrastructure development in Saudi Arabia, electric vehicles are poised for rapid adoption.”

Hashish also praised the agility of Chinese manufacturers, noting their “strong manufacturing capabilities, ability to make flexible market decisions, and high degree of innovation.”

“Shenzhen is the best city in China for cross-border e-commerce. It has the supply chain, the infrastructure, and the talent we need,” Hashish added.

By embedding itself in Shenzhen’s dynamic ecosystem, Alesayi Group aims to solidify its role as a bridge — connecting Chinese smart manufacturing with Middle Eastern demand and leveraging its deep local channels to ensure products are tailored for the region’s consumers. Founded in 1945, the group was named to Forbes’ list of the top 10 most influential family businesses in Saudi Arabia in 2024.