MIDEA: KEVIN LIU THE ERT INTERVIEW


September 2025 ertonline.co.uk


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Recruiting the right team has been crucial to delivering this ambition. “We deliberately brought in people with industry experience. I’ve mentioned Jack Green, who is leading sales, Julia Livett is heading up our marketing team and Sara Barlow, who has over a decade of experience in the industry,


is our Channel


Manager. The team has deep knowledge of the categories that we sit in and they are the building blocks of us creating a great team to drive the UK business. “When you’re moving at pace, it’s vital to


have people with relationships and market understanding. That accelerates everything,” Mr Liu explains. The company also emphasises the importance of attracting and retaining talent. “We need people who see career potential, international exposure, and the opportunity to work on a global platform. We’ve had senior leadership visit China to show what’s possible within Midea, helping our staff understand our scale and ambition.”


Retailer support Retailer supports are central to Midea’s strategy, enhanced with great service. Regional workshops, trade show demonstrations, digital portals, and online guides provide retailers with first-hand experience of products, while training incentives encourage engagement. “Knowledge is power. If retailers understand the product and its benefits, they can confidently sell it. If they don’t, sales suffer, and they won’t rebuy,” Mr Liu notes. At the same time, our high-standard hotline centre - staffed by professionally trained


specialists - provides consumers with immediate solutions and support. In addition, our fast and efficient maintenance service ensures that even complex problems are resolved quickly, minimising disruption for consumers. Marketing and visibility initiatives complement this approach. The Manchester City football club sponsorship and Erling Haaland as Brand Ambassador are the high-profile example, providing immediate recognition and reinforcing the brand promises: advanced technology, consumer-centric design, and reliable support. Social media, content marketing, and influencer campaigns demonstrate product performance in practical settings, which is especially important for products like A class Dishwasher or high-end Build In Oven, where consumers want to see results before purchasing. “For a £1,000 induction extractor hob, people want


proof it works. That’s different from a kettle, where the functionality is simply taken for granted,” Mr Liu explains. Midea’s product strategy is also highly localised. Appliances are adapted to suit open plan living, integrating seamlessly within kitchen and dining areas. Take the Insta Fit Master four- door fridge freezer as an example: its slot-in design allows it to fit neatly between cabinets for a built-in look, while still offering a generous capacity. With finished sides and front-facing airflow, it maintains proper ventilation and lets homeowners adapt to their space and usage needs without compromising performance. “Our goal is to create appliances that evolve with people’s lives - as consumer needs, tastes, and living spaces change, our products are designed to adapt, offering choice without complicating production or supply chains,” Mr Liu says. For electrical


a compelling proposition: global scale,


retailers, Midea represents local


support, innovative and flexible products, and a commitment to great service. “Our ambition is clear. We want to be a credible, convincing new alternative that earns consumer confidence - even delighting them with surprises - by offering high-spec products at competitive prices, supported by infrastructure and marketing that build trust. We’re not just selling appliances; we’re establishing a brand and a long-term partnership with the UK market,” concludes Mr Liu. Midea’s UK journey is just beginning, but with an ambitious strategy, a robust product portfolio, and a dedicated team, the brand is well-positioned to make a lasting impact on both retailers and consumers alike.


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