vol 2, #2, apr 2012 - mideaimg1.midea.com/global/about_midea/publications/20140… · ·...

www.midea.com Midea Advances Newsletter, Mar, 2012

1

NEWSLINE

PAGE 7-8

Midea High-end Products

Highlights at Shanghai 2012

Appliance World Expo PAGE 9-10

VOL 2, #2, APR 2012

Globalization: Commercial

AC Establishes Joint Ven-

ture in Indonesia PAGE 2-3

Midea-Toshiba Lighting Sign

Strategic Partnership Agree-

ment PAGE 6-7

FEATURE

Grand Opening of FMCC

Hong Kong Subsidiary PAGE 6

2012 Canton Fair Opens with

New Midea Products on Dis-

play PAGE 13

IN FULL FORCE

Microwave Ovens Granted

IDEA Design Award PAGE 11-12

NEWS BRIEFS

MDV Elite Camp Opens 1st

Session Seminar PAGE 4-5

Midea’s Full-DC Inverter Air

Conditioner Selected for Na-

tional Key Product Plan PAGE 5

MIDEA IN COMMUNITY

“Lean on Me” Event Orga-

nized by Midea PAGE 15

Midea Shines at the Chica-

go International Home &

Housewares Show PAGE 14


2

Globalization: Commercial AC Establishes

Joint Ventures in Indonesia

NEWSLINE

VP of Midea AC and Refrigeration Group Andy Gu, and President and Director of PT. Midea HVAC Indonesia Hartono Yusuf at Ceremony

O n March 21, 2012, Midea announced

the establishment of a new joint venture (JV) in

Indonesia, PT. Midea HVAC Indonesia, which

handles commercial air-conditioning. This fol-

lows the formation of another JV, PT. Midea

Planet Indonesia, which handles residential air-

conditioning, refrigeration and laundry business.

PT. Midea HVAC Indonesia, a partnership be-

tween PT Fuji Electric and Midea Singapore, is

the newest strategic investment the Midea Group

has made in Indonesia, with U.S. $5 million in

initial operating capital to enter the commercial

air conditioning market there.

GM--Mingli Tian Giving a Speech


3

Press Conference of Midea-Indonesia Joint-Venture

By Amber Liu

NEWSLINE

During the opening ceremony, Midea showed their most

popular VRF product, the V4 Plus. V4 Plus and other commer-

cial AC products from Midea have been successful all over the

world, and the Indonesian market is with no exception. Projects

include the Terminal 1 of Soekarno-Hatta International Airport,

the 5-star Sheraton Bandara Hotel, Living World Mall, Grand

Indonesia Mall, etc. These projects have demonstrated what

Midea can achieve through joint efforts with local teams and

support from China.

Originally founded in Shunde, China, Midea’s business has

since developed rapidly in over 150 countries. The international

recognition of Midea’s advanced technologies makes Midea an

industry pioneer in the commercial AC industry. Last year,

Midea achieved revenue of more than U.S. $22 billion and net

income of more than U.S. $1 billion. Over 1/3 of the revenue

comes from international sales. And most of its product catego-

ries have a top 3 ranking in the world.

In addition to a robust export business, Midea is also em-

barking on a globalization campaign, in which Midea has identi-

fied some key regions. In particular, southeast Asia is a priority

in Midea’s global strategy. “An ASEAN strategy without Indo-

nesia is unthinkable. In addition to Asia, Midea has expanded

their operations in Egypt, Latin America, India, and Belarus

through various mergers and acquisitions. We firmly believe that

globalization is localization,” said Andy Gu, Vice President of

Midea Air-Conditioning and Refrigeration Sector.

Globalization: Commercial AC Establishes

Joint Venture in Indonesia (Cont’d)

Midea project reference in Indonesia, Soekarno-Hatta International Airport: air-cooled screw chiller project

Midea project reference in Indonesia, Living World Mall –VRF and network control system

PT. Midea HVAC Indonesia will distribute all products via

partners in Indonesia, providing the best, most competitive

HVAC solutions according to the needs of the Indonesian mar-

ket. The HVAC products carry many strengths, such as environ-

ment friendliness, high efficiency, humanized control, competi-

tive pricing, and a “1 plus 3” Product Warranty (1-year parts

and 3 years compressor). “Midea is ambitious to achieve a top 5

position in the Indonesian market”, said Hartono Joseph, presi-

dent and director of PT.Midea HVAC Indonesia.

“High GDP growth makes Indonesia one of the most

attractive investment marketplaces in the world.” said Kenny Li,

Midea Group Sales Director for Asia Pacific Markets. Mr Li also

estimated that commercial air conditioner installations in Indo-

nesia are worth U.S. $200 million per year. The market for cool-

ing systems (chillers) is evaluated to be U.S. $ 120 million per

year, and the VRF systems market, commercial split system and

controller are appraised at U.S. $80 million per year.

app:ds:Sheraton


4

NEWSLINE

MDV Elite Camp Opens 1st Session Seminar

On March 29th, the first ever session of MDV Elite

Camp was successfully organized at Midea’s Headquarters

in Shunde, China. Eleven Midea CAC distributors from

seven different countries across Asia, Eastern Europe,

and the Middle East gathered there for three exciting and

educational days.

The attendees all toured Midea’s R&D and manufac-

turing facilities, and visited the commer-

cial air conditioner VRF factory and refer-

ence projects in different sites.

Marketing Director Mr. John Wei

represented Midea CAC at the Camp with

a welcome speech, explaining the back-

ground and purpose of the MDV Elite

Camp, commenting from his 12 years of

experience working in air conditioner

global markets, and discussing the devel-

oping trend from split-style AC to VRF.

During the seminar, Midea organiz-

ers discussed primary sales points for

Midea commercial air conditioner prod-

ucts with all participants, especially con-

centrating on the VRF product launch


5

NEWSLINE

nents of the environmental develop-

ment of technology industrialization

under the national technology plan-

ning system. Through policy guidance

and support, it fosters the R&D of

new products, boosts improvement

of the industrial structure, and

T he people behind Midea’s

technological innovations just

received good news: Midea was

announced as one of the first se-

lected for the National Technology

Innovation Model Enterprises. The

Ministry of Science and Technol-

ogy of the People’s Republic

of China recently published a l i s t

for 2011 National Technology Plans, in

which Midea’s Dual-Module Dual-

Rotor full-DC inverter air conditioner

was successfully selected to be part of

the National Key New Product Plan.

The National Key New Prod-

uct Plan is one of the essential compo-

Midea’s Full-DC Inverter Air Conditioner

Selected for National Key Product Plan

strengthens the ability to compete

globally.

On November 2011, Midea in-

troduced a complete series of over

20 types of full-DC inverter air condi-

tioners. At present, only Midea can

fully utilize this core inverter tech-

nology. Midea established its com-

petitive strengths in the whole

industrial chain from autonomous pro-

duction of full-DC inverters, autono-

mous design of full-DC brushless elec-

tric machine and autonomous develop-

ment of inverter controllers, to devel-

opment and quality management of

complete inverters.

and its competitive advantages in energy efficiency and installation

flexibility. Additionally, the new modulation technology on air-

cooled chillers and the control flexibility from the powerful IMM

control system (Intelligent Manager of Midea) were also described

to a great extent.

The MDV Elite Camp provides a common platform for Midea

distributors’ sales engineers and managers worldwide to share their

experiences and discuss marketing strategy together as one unit. The

Camp helps to strengthen and deepen the relationship between

Midea and its distributors, to enhance product knowledge and help

the local distributors to market air conditioning project bids success-

fully.

MDV Elite Camp Opens1st Session Seminar

By Peck Zhao


6

NEWSLINE

Grand Opening of FMCC Hong Kong

Subsidiary

A photograph to celebrate the grand opening

A traditional Hong Kong opening ceremony for the FMCC HK sub-sidiary

C entury Carrier Co., Ltd. a subordinate of Foshan

Midea-Carrier Corporation (FMCC), opened with a grand

celebration in Hong Kong. Participants from various com-

panies and subsidiaries such as Midea-Residential AC, Carri-

er-China, Carrier-HK and Midea-HK joined in the ceremo-

ny.

During the opening ceremony, the GM of Midea Resi-

dential AC, Wenxin Wu and Ms. Catherine from Carrier-

China, both gave passionate speeches. Mr. Wu stated that

“The establishment of Century Carrier has great significance

because Century Carrier is the first joint projects since

FMCC undertook the overseas retail business. The estab-

lishment of Century Carrier would not only be the mile

stone of FMCC to expand overseas business, but also act as

a new step forward of the partnership between Midea and

Carrier. With the joint efforts of Century Carrier team, we

believe that shareholders will be delighted and satisfied with

the future performance of Century Carrier.”

By establishing this subsidiary, FMCC has successfully

completed its Hong Kong business integration, forming a

new operating model of “Development-Producing-Retail-

Business Channel Management”. It is believed that FMCC’s

assumption of the retail business in Hong Kong will allow

for more rapid development, better operation efficiency,

quicker marketing reaction and greater flexibility.

Midea-Toshiba Lighting Sign Strategic Part-

nership Agreement

O n March 27 2012, Midea Lighting and Toshi-

ba Lighting signed a strategic partnership agreement, offi-

cially announcing the “LED Lighting Products and Tech-

nologies” partnership between the two companies. It is

another step forward for Midea LED Lighting since its

debut at the 2011 Expo Light in Shanghai. Meanwhile,

Midea also became Toshiba’s biggest partner in China.

During the visit to Midea’s Headquarters, Midea Light-

ing and Toshiba Lighting engaged in a dialogue to discuss the

current status and future of the LED lighting industry in


7

NEWSLINE

China. Toshiba Lighting company officials look forward to

collaborating with Midea Lighting, and hope that both par-

ties can reach an

agreement for re-

sources sharing and

strengths complemen-

tation, and achieve the

“win-win” situation.

Toshiba Lighting

is known as one of the

best lighting compa-

nies in Japan with a

history of over 100

years. Its products in

fluorescent lighting,

energy saving lighting

products and LED

lighting have always

led with the world’s

most advanced technology. The partnership with Toshiba

Lighting is a strategic move for Midea Lighting after careful

consideration of the competitive lighting market. Compared

with foreign lighting companies, domestic lighting compa-

nies are less advanced. In order to narrow the gap between

Midea and the industry leaders such as Philips Lighting and

Midea-Toshiba Lighting Sign Strategic Part-

nership Agreement (Cont’d) Osram Lighting, Midea must introduce new technological

innovations via collaboration with a major player like

Toshiba.

Mr Duan

Xianchun from Midea

stated that the new

LED products will

combine strengths of

both companies: the

mature LED modules

of Toshiba and

Midea’s own industri-

al design prowess.

Midea Light-

ing is striving to pro-

vide consumers with

high quality LED

products at low pric-

es, pushing the trend

of replacing traditional lighting with energy saving lighting.

Moreover, both parties will implement further collabora-

tion regarding electrical technologies such as LED-

drivers, intelligent control and intelligent light adjustment

products.

NEWS BRIEFS

Washing Machine Awarded “A+”

T he China Household Electric Appliance Research Institute

(CHEARI), National Household Appliances for Quality Super-

vision and Inspection Center (NHAQSIC), and the Certifica-

tion Center of Light Industry Council (CCLC) together held the

“A+” conference, for establishing benchmarks for high-end

appliances, and held its first A+ Authentication awards ceremo-

ny in Beijing. Midea’s front load washing machine MD70-

1401LDPC(S), and automatic washing machine MB70-3058D,

and Little Swan’s front load TD70-1402LPDA(L) and automatic

washing machine TB70-2188DG(S) were the first group of

washing machines to be granted the A+ authentication.


8

NEWS BRIEFS

Full-DC Inverter Air Conditioner Exports Total Over 1 Million

Midea’s full-DC inverter air conditioners achieved wide-ranging suc-

cess in high-end markets, which are usually demanding in terms of tech-

nology and quality. From the latest report, Midea exported well over one

million full-DC inverter air conditioners to more than thirty developed

countries such as Japan, North America, Europe, Australia.

Midea’s Awareness of Intellectual Property Rights

Midea-Royalstar Refrigerant Co., Ltd, located in Hefei, was award-

ed one of the “Over One Thousand Patent Applications Yearly” awards

at the Anhui Province Intellectual Property Rights Meeting. In 2011,

Midea filed 1,119 applications for a variety of new patents, an increase

of 427% over last year. Of the 1,119 applications, there were: 485 R&D

Patents (up by 573%); 45 International Patents (up by 382%); and 337

were already granted (up by 562%). Of those applications, 7 R&D Pa-

tents and 5 International Patents were accredited, an increase of 700%

and 500% respectively from 2010.

Midea Moves into the Burj Khalifa Tower in Dubai

Landmark, the biggest retailer group in the Middle East opened the

flagship store for its household electronics retail chain, EMAX, in the

Burj Khalifa, the world’s tallest tower, on March 29th, 2012. Midea, as

EMAX’s most essential partner, delivered the first of many household

appliances to take their place in the world’s largest and most advanced

mall.

Praise for Midea’s Contributions to Society

The 7th “Chinese Charity Award” ceremony was launched in Beijing

on April 9th, 2012. It is the most official and influential awards ceremony

within the Chinese Charity Division, with applications totaling over 1,200

this year. Midea was presented with the “Chinese Charity Enterprise”

award, with outstanding overall scores among participants from mainland

China, Hong Kong, and countries like the United Kingdom, the United

States and Malaysia, etc.


9

FEATURE

Midea High-end Products Highlights at

Shanghai 2012 Appliance World Expo

The 2012 Appliance World Expo (AWE) was the tenth since its debut in 1992. After two-decades of continuous development, the AWE

has become the largest and highest-level world-class appliance expo in the Asia-Pacific region. It captures the latest development trends timely and

accurately, which are reflected through various expos and a series of events.

D uring Shanghai’s 2012 Appliance World Expo (AWE), held between March 20-23, Midea Group displayed a

comprehensive line of leading and trend-setting appliances under various brands such as Midea and Little Swan, with exhibi-

tion space of 600 sq.m., the largest exhibit at AWE. Midea drew extensive attention from world-wide visitors and professional

buyers with its state-of-the-art products like full-DC inverter air-conditioners, Vandelo Italian-style three door refrigerators and auto-

matic detergent dispensing washing machines.

Little Swan’s Front-loading Beverly series

Intelligent Dual-balance System

The Beverly series operates via the computer control panel

to achieve the dual-balance effect and a precise rotation speed for

the inner drum, which reduces vibration and noise.

Micro Cube Technology

The drum in the Beverly series is lined with a micro cube texture, allowing clothes to

be cleaned more thoroughly.

Perfect Combination Beverly series washing machines provide the perfect combination of traditional washboard structure and S-symmetrical structure to create a more robust water flow.

Winner of the

“Weather Vane”

Award for

Chinese

Household

Appliances


10

FEATURE

Midea Full-DC Inverter

Air Conditioner Series

Double Size

Compared with other air conditioners (ACs), the size

of the full-DC inverter AC’s air leaf is larger by 200%,

which makes Midea’s full inverter ACs perform more

efficiently and accurately in directing airflow.

30W Minimum Power Consumption

Adopting the most advanced technology for inverter

controls, Midea full-DC inverter ACs can perform with as

low as 30W of power consumption, which amount to as

much as 59% compared to regular air conditioners.

Continuously Evolving Design

The continuous evolution of Midea’s full-DC inverter

AC is based on a currently-pending patents. With this new

technology, customers can choose fan speed from 1% to

100%, which is a full step beyond other current AC units.

Midea High-end Products Highlights at

Shanghai 2012 Appliance World Expo (Cont’d)

Vandelo Italian-style Three

Door Refrigerators BCD-

320WGPM

Modern Aesthetics & User Friendliness

Vandelo Italian-style Three Door Refrigerators

(VISTDR) series are equipped with stunning looks and large

storage capacities, perfectly striking the balance of form and

function in this high-end product from the European design

team.

VISTDR Versatility

The VISTDR’s three spaces are each fully-configurable,

meaning the temperature of each compartment can be con-

trolled independently. The third chamber is designed with

wider temperature control,

ranging from -7℃ to 5℃,

providing the customer with

greater versatility.

Accurate Temperature

Control & LED Photosyn-

thetic Lights

Base on the Inverter AC

method, VISTDR’s accurate

temperature modification

technologies realize the goal

of cooling, temperature ad-

justment, and freezing inde-

pendently by specifying the

exact desired temperature.

Another unique feature is the

LED photosynthetic light to

keep food fresh, allowing

owners to keep their grocer-

ies tasting fresh for longer than ever before.

The Appliance

Product Award

The Appliances

Most Popular

Award


11

FEATURE

Microwave Ovens Granted IDEA Design

Award

About IDEA® Formerly known as the Industrial Design Excel-

lence Awards, the International Design Excel-

lence Awards (IDEA) competition is held by the

Industrial Designers Society of America (IDSA)

annually. The IDEA program has been honoring

design excellence since 1980 in products, eco-

design, interaction design, packaging, strategy,

research and concepts. There are thousands of

entries (designers, students and companies)

worldwide to compete for the award every year. It

is the world’s earliest competition, and hosts the

world’s Three Most Authoritative International Design

Awards together with the German iF Award and

Reddot Award.

1 T he world’s renowned competition International Design Excellence Awards (IDEA) officially published the

award winner list for IDEA 2012 on March 30th, U.S. Pacific Standard Time. Detailed information and specific

awards will be published in the middle of May. Midea’s Microwave Division, as one of the competitors, was grant-

ed six awards for its strategic products, which include the Bumblebee OTR (Over The Range) microwave oven, the

Chocolate microwave oven, the Discovery microwave oven, the Viking2-Switch Hitter built-in microwave oven, the

Android series, and the Appliance Link series built-in microwave oven combo.

2 Chocolate Microwave Oven

The Chocolate microwave oven owes its concise and

integrated appearance to its hidden design elements,

and the distinctive gap makes the product look all the

more modern and exquisite. The user-friendly and intu-

itive operating interface provides users with a greater

peace of mind and ease of living.

Bumblebee OTR (Over The Range)

The design of this OTR

microwave oven drew in-

spiration from the popular

Transformers movie, convey-

ing a equal sense of

strength and grace as the

machines in the aforementioned movie. Its thick alu-

minum handle also exhibits a decorative and secure

feeling. The innovative cellular-like orange LED

touch control makes the microwave oven easier and

more convenient for customers to use. Additionally,

the stainless steel texture repels fingerprints, which

keeps the product always looking its best.


12

Viking2-Switch Hitter Built-in Microwave Oven

The Viking2-Switch Hitter 25L Built-in Microwave

Oven stand apart from the crowd with a core design

concept allowing users to open the door from both

sides. Whether you are left- or right-handed, or the

installation position is simply located in an awkward

corner, the electromagnetic control of the huge alu-

minum handle can handle all of these issues beyond

any other microwave available.

4 Discovery Microwave Oven

Midea’s Discovery microwave oven showcases innova-

tion by its mix of different textures and materials. It

presents an elegant look to customers by contrasting

eye-catching stainless steel trim with dark glass. The

M-shaped white LED lights adds to Discovery’s image

as a high-quality product experience. 3 FEATURE

5 Android Series Built-in Microwave Oven

Combo Midea’s Android series built-in microwave oven combo is the first product of Midea’s to win the iF Award, Reddot Award and IDEA Award at the same time because of its futuristic looks combined with user-sensitive details and durable quality of finish.

6 Appliance Link Series Built-in Micro-

wave Oven Combo The Appliance Link series built-in micro-wave oven combo focuses on the operat-ing interface. Using the metal and alumi-num materials, the interface adopts new, transparent displayed dots using LED dis-play technology. Moreover, the hidden handle and the full-steel and black glass design manifests its elegant and luxurious image.

Microwave Ovens Granted IDEA Award(Cont’d)


13

IN FULL FORCE

2012 Canton Fair Opens with New Midea

Products on Display

On April 15th, phase one of the 111th Canton Fair was grandly unveiled. With a history of 55 years, the China Import and Export Fair, also

famously known as the Canton Fair, is held biannually in Guangzhou every spring and autumn. The Canton Fair attracts suppliers and buyers

worldwide, which makes it the largest fair in physical scale and business turnover in China. As one of the most sizable international trading plat-

forms, the Canton Fair provides guidance in economic and developmental trends for Chinese enterprise.

M idea had the biggest exhibition showroom with 85 stands, for a total of 756 square meters of exhibition

space. Midea Group’s brands such as Midea, Little Swan, Royalstar, and Hualing were on display, with the most com-

prehensive set of white household high-end products available, including air conditioners, refrigerators, washing ma-

chines, microwave ovens, rice cookers, electric fans, induction cookers, water dispensers, water heaters, and vacuum

cleaners, among others.


14

Midea Shines at the Chicago International

Home & Housewares Show

A s the preeminent manufacturer of household ap-

pliances in China, Midea presented its air conditioners, re-

frigerators, washing machines, and other eco-friendly appli-

ances at the IHHS in Chicago through March 10th to 13th,

2012. The host of the exhibition declared that Midea’s pre-

mium products such as solar inverter AC units, and French

style refrigerators, not only represent Chinese most advanced

household appliances, but also lead the global trend in

household appliance technologies and consumption.

Midea Solar Air Conditioners Fill The Gap

Already being the first to market solar ACs to commer-

cial applications on a global scale, Midea has now seized a

new opportunity in the household appliances market and

brought solar AC technologies to residents. With a com-

manding lead in this niche, Midea already has a mature set of

solar AC technology solutions, and owns thirteen patents

related to this technology.

Midea’s Premium Refrigerators Lead The Way

The Vandelo French Style Refrigerator combines various

unique features such as the 3D Air Cooling System and the

LED Photosynthetic Light Fresh System, together create a

new level of premium refrigerators. It is a huge break-

through from the food “storage” mission of traditional

refrigerators to a food “management” paradigm of this

new generation.

Midea Washing Machines Reach New Heights

While the majority of the washing machine industry is

still stuck in the status quo for energy efficiency, noise

emissions and overall design, Midea has been moving for-

ward to making intelligent machines, via its own technolo-

gies and innovations.

Midea’s front-loading style Aishang series were devel-

oped based on developing key consumer trends for the

front-loading washer industry: large capacity, use of fre-

quency inverter, health-conscious design, greater energy

savings, and minimal operating noise. It ultimately adopted

the following core technologies and innovations: steam

washing, D-Plus frequency inverter technology, and GLC

ecological protection washing system, etc. They feature

energy saving, ultra-low noise, variable water flow and high

RPMs for drier clothes.

Midea exhibition stand at the Chicago International Home & Housewares Show

With 84 years of exhibition his-

toriy, the International Home &

Housewares Show (IHHS) is held

in Chicago annually. This world-

class trade show is sponsored by

the International Housewares As-

sociation (IHA), an association

which generates annual sales reve-

nues up to U.S. $200 billion. At-

tracting over 60,000 professional

attendees, IHHS is one of the ten

best trade exhibitions in the United

States, and is also the world’s big-

gest and most influential profes-

sional home and housewares exhi-

bition.

IN FULL FORCE


15

MIDEA IN THE COMMUNITY

“Lean on Me” Event Organized by Midea

M idea Water Purifying Co. Ltd. (MWP) began the Lean On Me program in Beijing to set up water purify-

ing systems, donated by Midea, for two centers administered by the Vibrant Community Fund. The Vibrant Com-

munity Fund is an international civil charity with centers in Beijing and Shanghai for providing education and en-

tertainment for underprivileged children. The donation and installation of water purification systems means free,

clean drinking water for all of the children at the centers. After the initial installations in Beijing, Midea will contin-

ue to hold similar events for centers across China, in Nanjing, Guangzhou, and Qingdao.

MWP’s Lean On Me program is not just simply about installing water purification systems, but to also contrib-

ute to educating our children on the importance of water resources. “We believe that the best support for children

is to show cares for them with our whole heart, and in the meanwhile, we hope that everyone can start caring for

people and the environments around us more,” commented a representative from the Vibrant Community Fund.

Comments or questions? Would you like to subscribe? We’re eager to hear from you! You can reach us here at

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vol 2, #2, apr 2012 - mideaimg1.midea.com/global/about_midea/publications/20140… · ·...

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