Midea, one of the world’s largest home appliance manufacturers, recently hosted its first-ever dealer conference in the Asia-Pacific region, gathering 450 partners in Bali to announce a unified strategic vision: “Power of One”. This strategy is designed to accelerate Midea’s ambition of becoming the world’s No.1 smart home appliance company, setting a regional sales revenue target of USD 1.5 billion by 2028.
The conference went beyond showcasing new products, underscoring Midea’s commitment to reinforcing its local presence in key markets like Malaysia through tangible investments in service, training, and community engagement.
The “Power of One” Philosophy: Technology Meets Localisation
The “Power of One” vision is built upon three critical pillars, as outlined by Mr. Zeal Jiang, President of Midea Asia Pacific Region: technology leadership, local-for-local capabilities, and strong partnerships. This philosophy acknowledges that global scale must be underpinned by local relevance to successfully navigate the diverse APAC market.
Midea has already established itself as a global leader, holding first-place rankings in nine categories certified by Euromonitor International, including Smart Home Appliances, Air Conditioners, and Microwaves. The company has invested USD 10 billion in R&D over the past five years and secured over 100,000 patents, demonstrating a commitment to innovation that extends from consumer products to intelligent industries.
In the immediate future, Midea Group is committing over CNY 50 billion (USD 6.96 billion) in the next three years toward frontier technologies like AI, new energy, and advanced robotics. This commitment is already bearing fruit, with milestones such as the debut of the humanoid robot MIRA.
Innovation Zones: Smarter, Sustainable Living
The conference showcased 150 products across five experiential innovation zones, translating Midea’s technical leadership into practical consumer benefits:
- SMART MASTER: Appliances powered by AI-driven technologies for smart cooling and real-time air purification, all controllable through the Midea SmartHome App.
- AI ECOMASTER: Energy-saving solutions that use AI-driven optimisations to reduce consumption by up to 30%, directly addressing rising electricity costs for consumers.
- SPACE MASTER: Designs that leverage smart mechanical engineering to maximize capacity without expanding the physical footprint, ideal for modern, compact living.
- Residential Air-Conditioners: Products built to withstand Asia’s humid climate using Prime Guard corrosion resistance technology for long-lasting performance.
- Midea Building Technologies (MBT): Large-scale commercial solutions, including the VC MAX VRF and Magboost Apex chiller, designed for superior energy efficiency in corporate applications.
Strengthening Local Roots in Malaysia
For Malaysia, the “Power of One” vision translates into concrete action to elevate local service standards and community ties. Midea is reinforcing its after-sales support by implementing quarterly technical training sessions for local engineers, ensuring local expertise is aligned with global quality standards. This supports the use of the Midea Club Application across APAC, a platform that streamlines product installation, training, and warranty management for technicians.
The commitment extends to the community through ESG efforts. In Malaysia, Midea has supported flood relief efforts and fostered youth development through a partnership with Persatuan Badminton Negeri Kelantan. This local investment echoes regional efforts, such as the company’s support for coral restoration in Bali. As Mr. Mark Tam, Managing Director of Midea Malaysia, stated, the goal is to ensure Midea’s globally pioneering technologies also deliver direct, tangible benefits to Malaysian families and communities.
