Midea – a new name for beautiful life

Chinese company Midea – not just a big, but the largest manufacturer and exporter of household appliances. OEM production accounts for the lion’s share of business: world-famous brands place their orders in Midea’s factories and production bases. Since 2012, the Midea Group diversified corporation has been selling appliances under its own Midea brand in America.

Midea Group: manufacturing in China and worldwide

Midea in numbers and money

The Midea Group has 17 production bases in China and seven outside of China – Argentina, Brazil, Egypt, Vietnam, India and Belarus. Each plant is a complex of 200-300 thousand square meters of floor space, and some of them manufacture the entire product “from beginning to end”, for example, in the manufacture of microwaves in one plant they make magnetrons, in another – the circuit boards, and in a third – motors, and everything is assembled right there – within the same manufacturing base.

Based on 2014 results, Midea Group’s total turnover increased by 16% to about $24 billion. The company produces 25 million microwave ovens per year. If you consider the rough estimate of the world market of microwave ovens – and this is a little less than 100 million units per year, it turns out that every fourth microwave in the world – the production of Midea.

It took the company 16 years to achieve these results in this segment – microwave ovens were first produced in 1999. The company produces 2.5 million air conditioners, 13 million refrigerators, 30 million fans, 3 million dishwashers.

Midea Group has about 130,000 employees, including qualified engineers, experts from research institutes and laboratories, designers, specialists from foreign manufacturing companies.

Midea Group: seriousness of market intentions

Half a century in the making

The company was founded in 1968, created by a single person, He Xiangjiang, who stepped down from the operational management only 2 years ago. Before 1980 it was the plastic and hardware industry, and since 1980 it has been the home appliance industry. At first it was just fans, and the first fan, designed in a small workshop in the town of Shunde in Guangdong province, the name “Mei De” Mei De , translated from Chinese as “beautiful” – defined not only the name of the company, but also its purpose: to bring people the joy of beautiful and comfortable life by creating high-quality equipment.

In 1985, it started manufacturing air conditioners, in 1992 it started manufacturing rice cookers, the same basis on which the currently popular multicookers were created. But in Southeast Asia, rice cookers are much in demand then and now. Since 1999, the company has produced microwave ovens, commercial air conditioners and induction stoves. By 2015 Midea is one of the fastest-growing appliance manufacturing companies in the world. Throughout its almost half-century history, Midea has not only built manufacturing facilities from scratch, but has also bought complete factories – for example, it has purchased large refrigerator and washing machine factories of very large and well-known brands in China with established production, which Midea has successfully maintained and developed.

The Midea Group: how the complete cycle of production works

Whole-Cycle Manufacturing: Good for the Company, Good for the Customer

Midea manufactures all key components: magnetrons, transformers, control and power boards, compressors for air conditioners and refrigerators, motors. The complete cycle begins with identifying market needs, demand. Based on the results, the design is selected, then electrical circuits and parts are selected, and then the technological equipment: what stamps, molds, and board designs will be used. This is followed by the production of components – key assemblies that can be manufactured in-house. Strict quality control at every step.

Control panels, compressors, etc.p. Can be manufactured in one Midea factory and then brought to an assembly line in another factory. And in every factory there is a hundred percent quality control at the input and output: components and finished products, respectively. Individual tests for each product category are unique. For example, dishwashers are tested with those foods which act as contaminants that are popular in export countries.

If a product is being tested for the U.S. market, the lab buys products from America, cooks them, spreads them on plates – and onward, to the test, to be washed. Maple syrup, peanut butter, ketchup, turkey. Detergents are also used, which are popular in the States. For the consumer, full-cycle production means that the price for a quality product will be lower, because it costs less for the manufacturing company. After all, not buying, but producing means saving on literally everything: supplies, procurement, logistics and external quality audits.

Large and small appliances

The company has several divisions, divided into refrigerators, kitchen appliances, washing machines, dishwashers, small appliances, household and commercial air conditioners.

In America you can already buy small and built-in appliances Midea – hobs, ovens, hoods, and very soon will appear and built-in microwave ovens and dishwashers.

Black

And white

Midea appliance: stylissimo

The design of Midea’s built-in appliances is carried out in Italy, in the company’s own in-house design office in Milan. Modena. Built-in air conditioners are a European trend and Italians are acknowledged as trendsetters in this area. All Midea built-in appliances are divided into collections in the most popular styles: hi tech, retro and classic. Interestingly, the set of built-in appliances can also be complemented by a freestanding microwave in your chosen style – for example, retro.

Midea built-in appliances have won many prestigious international design awards. The Volcano collection of built-in appliances received the 2010 Red Dot Design Award from the European Design Center of North Rhine-Westphalia, Germany. The original convex design of the control knob, reminiscent of a volcano in shape, combined with a white ring impressed the experts not only by visual appeal: with the recessed handle you can control the entire set of functions, which is very convenient.

The Galaxy series built-in microwave oven and mini oven won the iF product design award in 2010. The LED display on the glass surface, when touched, gives information about the running of the appliance through dynamic icons.

The TG025LX3 microwave oven is instantly recognizable by its eye-catching design. No turntable is used in the model the whole perimeter of the chamber is used for cooking

Microwave oven AM720C3P-C with two displays. One displays the cooking menu and the other displays the clock, calendar and thermometer.

Midea microwave ovens from the heart of Europe

Joint venture Midea – Horizon in Minsk was established in 2008 and has been producing dry vacuum cleaners since 2009-10. The main production there is now occupied by Midea, part of the production is made for “Horizon” TM, part of the production is an OEM for American and international brands. The company produces microwave ovens, which are sold in America.

There are very simple models designed for cooking basic dishes, defrosting and heating, and there are top multifunctional microwaves with a grill, convection, steamer, dryer and other joys that turn a microwave into a complete tool for cooking any meal.

The TG025LX3 is an eye-catcher in its silver body, black hinged door and silver aluminum grip. The back wall of the cavity has a diamond-paved pattern that resembles a diamond edge. The model lacks the usual turntable, so you can use the entire perimeter of the chamber for cooking.

The kit includes a tray, grid and a container-steam, which is an original technological development of Midea: microwaves can only penetrate its lower plastic part, where the water pours in, and do not affect the upper part, where the food should be placed on the shelf. The top is covered with a lid made of a special material that resists microwaves.

Thus, the dish is cooked exactly on steam, and not by a combination of steam and microwaves. The steam cooker is equipped with a special dish for fish. Maximum microwave power 1000 W, grill power the same. It offers the hostesses modes “American cuisine”, “Steam”, “Children’s menu”, “Breakfast”, besides there are 38 automatic cooking programs. The interior of the 25-litre oven has an antibacterial coating and a much-needed odour-removal function. All menu options available on large LCD display, touch control, childproof lock buttons.

Another interesting microwave oven is the AM720C3P-C with two displays. One of the displays displays shows the cooking menu and all cooking parameters. Second display shows the clock, calendar and thermometer and runs on a self-contained internal power supply, allowing the clock and calendar settings to be saved in the event of a power outage – very convenient. Other features include the Smart Clean easy clean enamel, a Midea innovation, as well as electronic controls and 43 autoprogrammed cooking programs. Microwave power 700 W, capacity 20 l.

Midea AHS15BC bread maker

Midea EHS10AH bread oven

Midea Bakery – not only bread, but also yogurt

In the range of the company there are two models of bakers AHS15BC in white plastic body and EHS10AH, made in silver-black combination of metal and plastic. Both models are designed for baking loaves weighing 700 or 1,000 g and have 13 automatic programs each: basic bread, special bread French, whole-grain, sweet, rye, apple, wheat and corn, toasted, spinach, coffee, banana, cinnamon, pineapple, raisin, sesame, coconut, walnut, orange, apple-oat , pie biscuit, honey, berry and coconut, apple, rice pudding , quick bread, jam, dough, yogurt and others. Models are equipped with large LCD displays, temperature maintenance function 1 hour , delay cooking time 13 hours , save settings in case of power failure 10 minutes .

Powerful vacuum cleaner Midea VC33J-08F

With HEPA 12 fine filter

Midea vacuum cleaners – from dust bags to multicycles

That says it all – in the line of Midea vacuum cleaners you can find a model for every taste: from the most simple and inexpensive to super-powerful, ultra-quiet – and… also inexpensive! Amidst all this variety, the stylish, powerful VC33J-08F stands out. It has a noise level of only 65 dB, a 3-liter dust bag, and a HEPA 12 fine filter.

Vacuum power 2000W, suction power 430W. The nozzles are stored inside the body, the power is adjustable, 7-meter cord and telescopic tube provide a huge cleaning radius. It is important that the black case with bright green inserts looks very stylish: you just will not want to hide the beauty.