Midea Group, since July 2019, No. 312 in the Fortune Global 500 list, is the world's largest manufacturer of household appliances and the No. 1 air purification company in the world. This is our guideline, this is what we strive to show the world!
At the last IFA 2019, we again doubled the size of our booth and presented more than 200 products in 49 product categories.
B2B visitors know that all of our 6 brands are united under the roof of Midea Group Holding, and for the B2C audience, we wanted to make it clear that all brands have their own unique positioning, goal and target audience.
Which two brands were in the focus of our attention, it was already clear, approaching the main entrance of IFA. A huge 3x10m LED banner periodically switched between the Midea and Toshiba Hero Product rollers.
Midea, our parent brand, is located in Europe, and our overseas markets remain the most famous and strongest brand. It was clearly visible at the stand. Our amazingly friendly products for boys and girls aged 25 to 35 who form a family and move to their first homes are designed to make them feel comfortable there.
The “No wind” function - all 7,928 micro-holes on two deflector shutters of the split system of the Breezeless series are designed to turn the air flow into thousands of tiny jets of cold air moving in all directions. The matrix softens the airflow to such an extent that you barely feel it, remaining just cool.
Week-Long Fresh - Impressive revolutionary intelligent cooling technology that keeps meat and fish fresh for a week without freezing. Ice crystals are reduced to 50 nm, which does not harm the cells and texture, and therefore, will extend their service life, but more importantly, they will retain the optimal taste.
SpaCare - The concept of Midea SpaCare is to heat steam up to 70 ℃ by treating clothes 15-30 minutes before the main wash program. The main advantage is 99.99% sterilization and odor removal. In addition, the overall cleaning efficiency improves significantly, especially when washing in cold water (≤20 ℃).
The biggest dishwasher. In 2018, Midea launched the world's first and award-winning designer double-drawer dishwasher. This year, the star was G1, our first dishwasher with space for a total of 16 seats.
The smallest blender is good news for small kitchen tables, with Midea's MJ-BL1883 you will have maximum space savings. In addition, the slim body of this powerful multi-blender is equipped with a BLDC motor, which also reduces vibration and noise within 70 dB.
Youth Family - for the first time this year at IFA Midea also presents its “Youth Family”, designed for our youngest consumers looking for a beautiful clean design, equipped with inexpensive high-quality models for their first home.
The award-winning Red Retro collection. Also this year, the beautiful Midea collection, the award-winning iF Red Retro, became the novelty.
This year, we had to double the size of our booth in order to be able to demonstrate our entire product range, ”said Brando Brandsteter, head of global brands and communications in the international business department of Midea Group,“ although every Chinese household is equipped with 4-5 products from Midea, globally, our brand is still quite young. Nevertheless, we have 20 global innovation centers and huge production capabilities. As one of the world's largest home appliance companies, the Midea Group sold over 375 million products worldwide last year. ”