Midea Strengthens APAC Partnerships and Innovation Momentum
October 7, 2025Midea, a leading global technology company and one of the world’s largest home appliance manufacturers, recently hosted its first-ever dealer conference in the Asia-Pacific region. Held in Bali, the event brought together 450 partners from across the region, uniting under the theme “Power of One” to advance Midea’s journey toward world No.1 leadership across all home appliance categories.
The conference showcased Midea’s latest innovations across five experiential zones, reflecting its vision for smarter, more connected, and more sustainable homes. It also underscored the brand’s ongoing commitment to key markets such as Malaysia, through continuous technical training, service excellence, and community partnerships.
“The ‘Power of One’ derives from three key elements: our technology leadership, our local-for-local capabilities, and our partnerships,” said Mr. Zeal Jiang, President of Midea Asia Pacific Region. “By continuing to invest in R&D and smart technologies, strengthening regional production and service networks, and working closely with partners across APAC, Midea is building unstoppable momentum toward our ambition of becoming the world’s No.1 smart home appliance company – with a target of USD 1.5 billion in sales revenue in APAC by 2028.”
Product Excellence: Midea Leads APAC with Five Smart and Sustainable Solutions
Midea reaffirmed its commitment to leading, innovating, and excelling across all categories, with recognition from Euromonitor International for achieving nine No.1 global rankings in home appliance segments including Smart Home Appliances, Air Conditioners, Air Treatment, Microwaves, and Small Cooking Appliances.
At the conference, the brand presented 150 innovative products across five themed zones:
- SMART MASTER – AI-powered technologies across appliances, from smart cooling to real-time air purification, all seamlessly managed through the Midea SmartHome App.
- AI ECOMASTER – Energy-efficient solutions using AI-driven optimization, reducing energy consumption by up to 30% with comprehensive usage reporting.
- SPACE MASTER – Space-saving designs that maximize capacity without increasing footprint, covering refrigerators, dishwashers, and washer-dryers.
- Residential Air-Conditioners – Built for durability in Asia’s humid climate, featuring PrimeGuard™ corrosion resistance and enhanced components for long-lasting performance.
- Midea Building Technologies (MBT) – Commercial-scale systems like the VC MAX VRF and Magboost Apex Chiller, offering improved energy efficiency and cost-effective retrofitting solutions.
Technology Leadership: Innovating the Future from Smart Homes to Intelligent Industries
Midea continues to accelerate global growth through innovation, investing USD 10 billion in R&D over the past five years and supported by over 23,000 R&D professionals. The company has secured 100,000 patents, received 470 major technology awards, and contributed to 1,900 international technology standards across consumer and industrial sectors.
Over the next three years, Midea Group plans to invest CNY 50 billion (USD 6.96 billion) into AI, new energy, advanced robotics, and embodied intelligence. Building on major milestones, the brand recently debuted its household humanoid robot, MIRA, at the 2025 World AI Conference, and announced a CNY 1.5 billion (USD 208.1 million) partnership with Shanghai’s Qingpu District to establish an intelligent technology platform.
Market Strategy: Empowering APAC Growth Through Local Manufacturing and Service Excellence
Midea operates 63 global production bases, including nine in Thailand, Vietnam, and Indonesia. Notably, its Thailand factory was named a World Economic Forum Lighthouse Factory for Supply Chain Resilience in 2025 – the first overseas Lighthouse Factory in the global air-conditioning industry and Southeast Asia’s first fully 5G-connected facility. The factory achieves over 40% energy savings per unit and a 68.3% reduction in carbon emissions.
To enhance after-sales support, Midea launched the Midea Club Application across APAC, allowing technicians to manage product delivery, installation, training, and warranty services within one platform. The company also conducts over 200 training and service events annually, targeting 30,000 engineers over the next three years, and collaborates with 1,800 Direct Service Centres (DSCs) and Authorised Service Partners (ASPs) across the region.
In Malaysia, Midea’s commitment includes quarterly technical training sessions to build local expertise and ensure service quality that aligns with global standards.
Driving Sustainability and Community Impact Across APAC and Malaysia
Recognized for its outstanding ESG performance, Midea Group was included in the S&P Global Sustainability Yearbook (China Edition) 2025. The company continues to make positive contributions across Asia-Pacific through disaster relief, community support, and environmental conservation.
In Malaysia, Midea’s initiatives include flood relief aid, donations to elderly care institutions, and youth development partnerships—notably through collaboration with the Persatuan Badminton Negeri Kelantan. These programs reflect Midea’s mission to translate global innovation into meaningful local impact.
“Our ambition at Midea is to achieve world-leading innovation with local relevance,” said Mr. Mark Tam, Managing Director of Midea Malaysia. “We aim to ensure our appliances not only set new global standards but also deliver tangible benefits to Malaysian families and communities.”
Regionally, Midea also drives environmental preservation efforts, including a coral restoration project in Bali that has planted over 1,000 corals in partnership with the Mangrove Indonesia Lestari Foundation.
“Planting coral is not only about saving the ocean—it’s about securing biodiversity, supporting fisheries, protecting communities, and ensuring a sustainable future for Bali and beyond,” added Mr. Zeal Jiang.
Midea further connects with global audiences through world-class sports partnerships, including its upcoming role as Main Partner Sleeve Sponsor of FC Barcelona, alongside long-standing collaborations with the Asian Football Confederation (AFC) and Manchester City Football Club.
