July/August 2025 ertonline.co.uk


”That means robust after-sales service, warranty processes, customer support, logistics, and repairs. “White goods are bulky, breakable, and come with installation and disposal needs. If a fridge turns up with a dented door, and that’s a common challenge in our category, the consumer doesn’t care who damaged it. They just want a solution, fast.”


This is why Midea has invested in partners for customer service and works with a range of logistics providers to minimise delays, damages and consumer disruption. “We’ve gone from having no processes to being a fully serviced operator. That’s a massive leap, and a crucial one,” she adds. Midea is refreshingly honest about what home appliances are, and what they aren’t. “Let’s be real,” Ms Livett says. “Laundry isn’t aspirational. No one’s getting excited about a washing machine. But you still want the best product at the best value, and ideally something that makes your life a bit easier.”


While other brands lean into glossy lifestyle imagery, Midea focuses on humanising technology, simplifying smart features and connecting appliances to everyday convenience.


She highlights: “People love the idea of controlling appliances via their phone, but only


if it adds real value. For example, you’ve already put clothes in the washer; why not program it remotely when energy tariffs are lower? Or run a delicate cycle with confidence? That’s how smart tech becomes meaningful.”


New launches


As part of its commitment to consumer-led innovation, Midea is expanding its cooling portfolio with two standout refrigeration models designed for modern lifestyles and kitchen configurations. “We’re always looking at how to solve everyday problems for real households,” explains Ms Livett. “Maximising storage without needing a kitchen overhaul is a big one.” The headline act is the Midea SpaceMaster MDRB600MIC46P, a 2m tall, 60cm wide combi fridge freezer boasting a 442-litre capacity, equivalent to 24 bags of shopping. That’s the largest capacity in Midea’s lineup and a prime example of its MegaMax technology, offering a “same size outside, more space inside” solution. It’s designed to cater to busy households without demanding a new kitchen layout. Alongside this is Midea’s freestanding American-style four-door fridge freezer, which uses Dual-axis Orbital Door Hinges, a proprietary innovation that allows it to be


installed with minimal space, perfect for kitchens where square footage is at a premium. Both models feature Total No Frost technology, multi-airflow cooling, and a humidity-controlled salad crisper to keep food fresher for longer. But it’s the premium detailing that sets them apart – from Infinite Shelf and Infinite Door Bins for internal flexibility to an interactive door handle light and Platinum Fresh odor purification, these touches deliver genuine lifestyle value. Wi-Fi connectivity and smart home compatibility also speak to modern consumer expectations, appealing to both tech-savvy shoppers and those simply looking for maximum cooling capacity without compromising on space. Across Europe, there’s a growing trend


towards taller, wider refrigeration units, driven by changes in family life and shopping habits. But not every household can redesign their kitchen to accommodate it. Midea is focused on capacity efficiency, delivering more internal volume within popular appliance footprints. The 200x60cm combi fridge freezer, offering significantly more usable space without increasing external dimensions, reflects this thinking and provides a clear solution for space conscious households. Midea also ensures retailers are supported with a full range of point-of-sale tools, including display stands, literature, and video content to aid consumer understanding and engagement at the point of purchase. “Our goal is to make sure consumers understand the full value of the product before they buy,” Ms Livett adds. “Whether it’s the advanced preservation features like V-TECH soft freeze drawers that keep meat and fish fresh for up to seven days, or the customisable internal layout, we give our partners everything they need to tell that story.”


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