Midea has recently hosted its first dealer conference in Asia-Pacific in Bali, gathering 450 partners to unite under the “Power of One” theme. The conference showcased Midea’s latest innovations through five experiential zones and emphasized its commitment to specific markets like Malaysia with ongoing technical training and 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.
Midea aims for World No.1 leadership through innovation and excellence, having received 9 first-place rankings from Euromonitor International in the global home appliance market, including categories like Smart Home Appliances and Air Conditioners.
At the conference, Midea presented 150 products across five innovation zones, showcasing its vision for smarter, 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.
Midea is rapidly expanding globally with a USD 10 billion investment in R&D over the past five years, supported by over 23,000 R&D professionals. The company has achieved 100,000 patents, 470 major technology awards, and contributed to 1,900 technology standards.
In the next three years, Midea plans to invest over CNY 50 billion (USD 6.96 billion) in AI, new energy, advanced robotics, and embodied intelligence. Highlights include the launch of its household humanoid robot MIRA at the 2025 World AI Conference and a partnership with Shanghai’s Qingpu district to invest CNY 1.5 billion (USD 208.1 million) in an intelligence technology platform.
At the conference, Mr. Zeal Jiang, President of Midea Asia Pacific Region, presented Midea’s APAC strategy focused on local integration.
Midea operates 63 production bases globally, with nine in Thailand, Vietnam, and Indonesia. Its Thailand Factory was awarded the World Economic Forum Lighthouse Factory designation for Supply Chain Resilience in 2025, marking it as the first overseas Lighthouse Factory in the air-conditioning sector and Southeast Asia’s first 5G-connected factory, achieving over 40% energy savings and a 68.3% reduction in carbon emissions.
To enhance after-sales support, Midea launched the Midea Club Application across APAC, providing a platform for technicians to streamline services such as delivery, installation, and training. The company holds over 200 training and service events annually, aiming to train 30,000 engineers in three years and currently collaborates with over 1800 service partners in the region.
In Malaysia, this commitment involves quarterly training sessions to enhance local technical skills, ensuring quality service and customer happiness in line with global standards.
Midea Group was included in the Sustainability Yearbook (China Edition) 2025 by S&P Global for its strong ESG performance, noting contributions in disaster relief, community support, and environmental conservation across Asia-Pacific.
Midea’s community engagement includes flood relief efforts, donations to elderly care institutions, and youth development initiatives through a partnership with Persatuan Badminton Negeri Kelantan in Malaysia, demonstrating the impact of Midea’s global partnerships 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 builds global connections through top sports sponsorships, like being the Main Partner Sleeve Sponsor for FC Barcelona and its ongoing partnerships with the Asian Football Confederation (AFC) and Manchester City Football Club.