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

Midea, a leading global technology company and one of the world’s largest home appliances manufacturers, recently hosted its first-ever dealer conference in Asia-Pacific in Bali. The event gathered a total of 450 partners across the region to unite in advancing toward world No.1 leadership across all home appliance categories under the “Power of One” theme. The conference highlighted Midea’s latest innovations through five experiential zones, while also underscoring its strengthened commitment to individual markets such as Malaysia through ongoing technical training, service excellence, and meaningful community partnerships.

“The Power of One derives from three key elements: our technology leadership, our local-for-local capabilities, and our partnerships. 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 its ambition of becoming the world’s No.1 smart home appliance company – with a target of USD 1.5 billion sales revenue in APAC by 2028”, said Mr. Zeal Jiang, President of Midea Asia Pacific Region.

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

At the conference, Mr. Zeal Jiang, President of Midea Asia Pacific Region, outlined Midea's APAC strategy on local integration to attending members.

Midea operates 63 global production bases, including nine across Thailand, Vietnam, and Indonesia. In 2025, its Thailand Factory was named a World Economic Forum Lighthouse Factory for Supply Chain Resilience – the first overseas Lighthouse Factory in the global air-conditioning industry and Southeast Asia’s first fully 5G-connected factory, achieving over 40% energy savings per unit and a 68.3% reduction in carbon emissions.

To strengthen after-sales support, Midea has published the Midea Club Application across APAC, empowering technicians to manage key services such as product delivery, installation, training, and warranty in one platform. The company also hosts over 200 training and service events annually, targeting 30,000 engineers over the next three years, and today works with more than 1800 Direct Service Centre (DSC) and Authorised Service Partner (ASP) service partners across the region.

In Malaysia, this commitment includes quarterly training sessions to build local technical expertise, ensuring service quality and customer satisfaction in line with global standards.

Driving Sustainability and Community Impact across APAC and Malaysia

Midea Group was included in the Sustainability Yearbook (China Edition) 2025 by S&P Global for its outstanding ESG performance, highlighting contributions across Asia-Pacific such as disaster relief, community support, and environmental conservation.

Midea’s community engagement includes supporting flood relief efforts, donating to elderly care institutions, and fostering youth development through a partnership with Persatuan Badminton Negeri Kelantan in Malaysia, where these initiatives reflect how Midea’s global partnerships translate into meaningful impact at the local level.

“Our ambition at Midea is to achieve world-leading innovation with local relevance. That means ensuring our appliances not only set new standards globally, but also deliver benefits to Malaysian families and communities,” said Mr. Mark Tam, Managing Director of Midea Malaysia.

Regionally, Midea has supported initiatives such as coral restoration in Bali with over 1,000 corals planted in partnership with 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,” said Mr. Zeal Jiang, President of Midea Asia Pacific Region.

The brand also strengthens connections with global audiences through world-class sports sponsorships, including its upcoming role as Main Partner Sleeve Sponsor of FC Barcelona, alongside long-standing partnerships with the Asian Football Confederation (AFC) and Manchester City Football Club.