(Yicai) March 3 -- Chinese manufacturers of medical devices have a long way to go to build brand awareness in the Middle East, according to industry insiders.

The number of Chinese exhibitors attending Arab Health is "increasing year by year," Will, the regional head of sales at SonoScape, told Yicai during the latest edition of the largest medical industry exhibition in the Middle East, held in late January. "Chinese faces were everywhere" despite the Chinese New Year holiday, the source from the maker of ultrasound and endoscopy systems added.

Zhang Xiaohui, deputy director of a department dedicated to trade in medicines and health products at the China Chamber of Commerce, said that in recent years, China's exports of medical devices to the Middle East have generally shown an upward trend, especially exports of high-tech products involving diagnosis and treatment.

China's total exports of medical devices to Middle Eastern countries reached almost CNY24.4 billion (USD3.3 billion) in 2024, a year-on-year increase of 26 percent, according to industry data provider JoinChain. The three markets of Saudi Arabia, the United Arab Emirates, and Türkiye accounted for over 60 percent of the total.

Branding Obstacles

By entering the region, Chinese manufacturers are stepping into a new market dominated by strong European and American competitors. The executive from SonoScape said that most Chinese firms are only able to enter relatively small private hospitals, not public ones.

Brand recognition is a common obstacle faced by Chinese companies in the Middle East. The local head of Yuwell's business told Yicai that European and American brands have established deep brand awareness in the region, while Chinese brands need to withstand the test of direct comparison with competing products. Yuwell manufactures devices such as continuous glucose monitors and oxygen concentrators.

Moreover, logistics costs in the Middle East are high and the distribution network is complex, according to Will from SonoScape. Brand owners need to establish an efficient supply chain, which also gives European and American companies that entered earlier an advantage.

Local Cooperation

The challenges faced by Chinese medical device companies are mainly about their own insufficient capabilities in international cooperation, Zhang from the Chinese Chamber of Commerce said, adding that this includes a limited understanding of the business environment and product registration rules, and a lack of experience in local production.

Chinese firms need to develop a deep understanding of the local culture and market demand, and it is very important to establish trusting relationships with local customers, Will from SonoScape said, adding that the firm benefited from close cooperation with local agents when winning a large medical project in the Middle East. Will was planning to visit the region for seven to eight weeks, at times he took the interview, to meet with customers, including doctors and managers of clinics and hospitals.

The head of overseas business at Zylox-Tonbridge also said that in order to develop the market, it is crucial to gain local partners' confidence in the brand and form long-term, stable channel cooperation relationships. Zylox-Tonbridge manufactures devices used in neurovascular interventions. The firm's brand recognition in the Middle East would be greatly improved with the accumulation of more high-quality clinical data and comprehensive proof of product safety and effectiveness, the source added.

The executive from Yuwell said that the company actively participates in local online platforms and offline exhibitions and forums, builds local business teams, supplies high-quality products and smart medical solutions, and deepens local customers' recognition of the company's brand.

Editors: Tang Shihua, Emmi Laine