September 2025
ertonline.co.uk
Integrating new talent such as Jack Green,
who joined from a well-known brand, helps to give a face to the brand and demonstrate that Midea can support retailers at every level. “We’re putting a face to the brand. It’s about familiarity, trust, and showing that we have the capacity to support retailers in all areas.”
Problem solving
Midea is leveraging its global R&D strength to introduce products that combine technology, efficiency, and consumer-centric design. The company has several key initiatives, including EcoMaster, SpaceMaster, and SmartMaster ranges.
EcoMaster focuses on energy efficiency across multiple categories, including refrigerators, washing machines, dishwashers, and air conditioning. “We’re creating cross-category solutions,” explains Mr Liu. “Consumers increasingly want high energy-rated products for all appliances in the home, and EcoMaster allows us to present a cohesive portfolio that meets that need.” For example, Equipped with water turbidity detection and a variable frequency algorithm, ECOMASTER Dishwasher accurately manages the machine’s water replenishment continuously, achieving effective cleaning with less water and electricity consumption. SpaceMaster maximises internal capacity within standard external dimensions, giving consumers more usable space without increasing the footprint. For example, Midea SPACE MASTER Fridge Freezer. Its slender silhouette belies an industry-leading 443-liter interior within standard dimensions— with effective capacity surpassing the combined usable space of
Midea’s previous 336L
Combi refrigerator, 66L mini fridge and 31L freezer, made possible thanks to Midea’s MegaMax technology. Its freezer alone holds 130 liters, while the MAXX FRESH BOX produce compartment is 47 per cent larger. “We’re designing products that solve everyday problems in the home while keeping the design compact and elegant,” says Mr Liu. SmartMaster connects products via a single app, enabling energy management, off-peak scheduling, and product care. Products in the range, such as the washing machine10kg EcoWash, allow consumers to control wash cycles remotely, while refrigerators provide real-time temperature monitoring and defrost
alerts. “Many consumers initially question the value of an app, but when they see it controlling multiple products efficiently, they understand the practical benefit,” he notes. Midea’s approach is not just about technological
innovation, but also about making it relatable for consumers. “We have fantastic engineering, but we know that if the consumer doesn’t understand the benefit, it doesn’t matter,” he explains. “Our products need to show what the technology does for the user.” This philosophy is applied across the entire product line. For example, the company communicates fridge capacity in practical terms: how many 1.5- litre bottles fit, how compartments adjust
to
different items, and how laundry appliances integrate into compact spaces. “It’s about the benefit to the consumer, not the feature,” Mr Liu emphasises.
Enormous possibilities
Mr Liu highlights that unlike many of the brands competitors who might only focus on a handful of categories, Midea is a multi-category player. The company has a dominant position in air conditioning, where globally it occupies leading player position of the market, while also competing strongly in major domestic appliances, small domestic appliances, seasonal products and water treatment. “Globally, we’re selling nearly 300 million pieces across various categories, with production capacity of over 30 million in each key major appliance alone. Such a wide but strong basis, giving us a foundation to expand rapidly in the UK,” Mr Liu says. Midea offers functionality and convenience across the UK, with a wide range that includes air conditioning, small and major domestic appliances, and seasonal products, all designed
to deliver smart living and help consumers make the most of everyday moments. In terms of professional brand solutions for specialised categories, the company has also brought Eureka to the UK, which is a century- old brand of vacuum cleaners founded in Detroit, USA in 1909. “We want consumers to understand that our floorcare products are specialists in their field. For floorcare, we focus on performance, reliability, and building awareness through social media, influencers, and third-party accreditation. For instance, Eureka J15 Max Ultra has just been approved by “Goodhomes” magazine by its convincing features from Hassle- Free Maintenance with a Self-Cleaning Base to Edge-to-Edge Cleaning with ScrubExtend™ & SweepExtend™, pet-hair solutions designed for Pet Owners with FlexiRazor™ and Intelligent Cleaning with IntelliView™ AI, it offers a premium way to keep consumer home effortlessly fresh. “Eureka is not a new brand, it comes with proven value. Our aim is to communicate that credibility to the UK market,” Mr Liu says.
Relationships and understanding Midea’s global distribution network supports its UK ambitions. The company has a presence across North America, Latin America, South East Asia, and the Middle East, proving its capability to scale quickly in new markets. “The UK has always been a key focus in our global expansion plans, but it also requires a comprehensive level of preparation. It’s a highly fragmented market, with each category having its own preferences and standards,” Mr Liu explains. But this international expertise and industry leading capability allows Midea to accelerate growth in the UK in a shorter timeline. >>
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