Midea Unites APAC Under the “Power of One” Vision, Strengthening Local Presence in Malaysia

Midea, one of the world’s largest home appliance manufacturers, recently held its first Asia-Pacific dealer conference in Bali, bringing together 450 regional partners under the theme “Power of One.” The event showcased Midea’s latest smart home innovations across five experiential zones and reinforced the company’s commitment to markets like Malaysia through enhanced training, service excellence, and community engagement initiatives.

The “Power of One” vision focuses on three pillars — technological leadership, local-for-local capabilities, and strong partnerships. With continued investment in R&D, smart technologies, and regional production networks, Midea aims to accelerate its path toward becoming the world’s No.1 smart home appliance brand, targeting USD 1.5 billion in APAC sales by 2028.

Product Excellence: Midea Leads APAC with Five Exceptional Solutions

Midea is committed to leading, innovating, and excelling toward World No.1 leadership across all categories. In recent years, Midea has been certified by Euromonitor International in 9 first-place rankings in the global home appliance industry, including Smart Home Appliances, Air Conditioners, Air Treatment, Microwaves, and Small Cooking Appliances.

During the conference, Midea showcased 150 products across five innovation zones, each reflecting the brand’s vision of smarter, more sustainable living:

• SMART MASTER – AI-powered technologies across appliances, including smart cooling and real-time air purification, all managed through the Midea SmartHome App.

  
  

• AI ECOMASTER – energy-saving solutions using AI-driven optimisations that reduce consumption by up to 30%, with comprehensive usage reporting.

  
  

• SPACE MASTER – space-efficient designs that maximise capacity without expanding footprint, including refrigerators, dishwashers, and washer-dryers.

  
  

• Residential Air-Conditioners – durability in Asia’s humid climate with Prime Guard™ corrosion resistance and advanced components for long-lasting performance.

  
  

• Midea Building Technologies (MBT) – large-scale solutions such as the VC MAX VRF and Magboost Apex chiller, offering improved energy efficiency and cost-effective retrofitting.

Technology Leadership: Innovating the Future from Smart Homes to Intelligent Industries

Midea continues to accelerate its global growth by driving innovation, having invested USD 10 billion in R&D over the past five years and supported by a team of over 23,000 R&D professionals. The company has secured 100,000 patents, earned 470 major technology awards, and contributed to more than 1,900 technology standards across both consumer and enterprise sectors. 

In the next three years, Midea Group has committed to investing over CNY 50 billion (USD 6.96 billion) into AI, new energy, advanced robotics and embodied Intelligence, building on milestones such as the debut of its household humanoid robot MIRA at the 2025 World AI Conference, as well as partnering with Shanghai’s Qingpu district to invest CNY 1.5 billion (USD 208.1 million) in an intelligence technology platform.

Market Strategy: Empowering APAC Growth Through Local Manufacturing and Service Excellence

During the conference, Mr. Zeal Jiang, President of Midea Asia Pacific Region, shared the company’s APAC strategy focused on deeper local integration and regional collaboration.

Midea currently operates 63 global production bases, including nine in Thailand, Vietnam, and Indonesia. Notably, its Thailand Factory was recognised by the World Economic Forum as a Lighthouse Factory for Supply Chain Resilience — the first of its kind in Southeast Asia’s air-conditioning industry and the region’s first fully 5G-connected facility, achieving over 40% energy savings and a 68.3% reduction in carbon emissions per unit.

To enhance after-sales efficiency, Midea has launched the Midea Club App across APAC, enabling technicians to manage deliveries, installations, training, and warranty services through a unified platform. The brand also conducts over 200 training and service events annually, aiming to train 30,000 engineers in the next three years, supported by a network of 1,800+ Direct Service Centres (DSCs) and Authorised Service Partners (ASPs).

In Malaysia, Midea reinforces this commitment through quarterly training programmes, focused on developing local technical talent and maintaining service excellence consistent with its global standards.

Driving Sustainability and Community Impact across APAC and Malaysia

Midea Group has been recognized in the Sustainability Yearbook (China Edition) 2025 by S&P Global for its exemplary ESG performance, underscoring its regional efforts in disaster relief, community welfare, and environmental protection across Asia-Pacific.

In Malaysia, Midea’s community initiatives include flood relief support, donations to elderly care institutions, and youth development through its partnership with Persatuan Badminton Negeri Kelantan — reflecting the brand’s commitment to creating local impact through global partnerships.

Aligned with its vision of “world-leading innovation with local relevance,” Midea ensures its technologies enhance the lives of Malaysian families and communities. Beyond Malaysia, the company has also contributed to coral restoration in Bali, planting over 1,000 corals with the Mangrove Indonesia Lestari Foundation to protect marine biodiversity and coastal ecosystems.

Midea continues to expand its global presence through major sports collaborations, including its upcoming role as Main Partner Sleeve Sponsor of FC Barcelona, alongside ongoing partnerships with the Asian Football Confederation (AFC) and Manchester City Football Club.