Our Brand

During the past 20 years, Midea has emerged from a local brand with a single product to an international one engaged in multiple sectors. By keeping up with the latest trends and regulating our strategies and tactics in the face of changes in the market, we've realized consistent growth. This real-world experience has transformed Midea into a true leader…an ingenious, adaptive, and innovative brand.

Enterprise Principle: Creating a Better Lifestyle for Society

Midea's primary endeavor is to provide consumers with household appliances that offer the best cost performance. We take great pride in creating a more efficient lifestyle for society through our top-grade products, unparalleled consumer experience and ethical business dealings.

Enterprise Vision: To Become the World's Most Excellent Household Appliance Manufacturer

Our vision of "becoming the world's most excellent household appliance manufacturer" represents both our outstanding way of doing business and our top-quality product systems…both of which make us different – better. We strive to create products offering the highest level of satisfaction, thus offering consumers a greater quality of life.

Core Value of the Brand:

Midea's business revolves around customer service, period. Growing with our consumers throughout the years has afforded us the unique ability to better understand the needs of consumers through profound and practical observations. With our innovative capability and flexible response, we are able to provide consumers with products and services that ensure the highest degree of satisfaction, thus bringing them a more comfortable, easier, and better life.

Brand Characteristics:

Midea's brand characteristics have very close relations with, and are a vivid representation of its core values. The brand's core values of providing consumers a top-quality experience and product has given Midea a steadfast reputation for being innovative, exploratory, ambitious, and conscientious.

Brand Configuration:

• Single brand strategy – the Midea brand name will be applied to all categories and lines of household appliances
• No affiliated brand for large or small household appliances
• No affiliated brand for commercial products
• No affiliated brand for high-end products
• Upon acquisition of new brands, Midea does rigorous quality assurance testing