For the past 20 years or so, Midea has been
regulating its strategies and tactics in face of
changes in the market, and has developed from a
local brand with a single product to an
international one engaged in multiple sectors.
Experience in the last two decades has made Midea an
ingenious, adaptive, and innovative brand.
Enterprise
principle: Creating a better life for humans
Midea endeavors to provide household appliances with
the best cost performance to consumers. We make
every effort to create a better life for humans,
which features a top-grade environment and quality
experience, with our human-oriented products and
sincere services.
Enterprise
vision: To become the world's most excellent
manufacturer of household appliances
The vision of "becoming the world's most excellent
manufacturer of household appliances" means our way
and system are different .We would like to create
products offering satisfaction, thus offering
consumers greater amenity of life.
Core
value of the brand:
Midea has been accompanying and growing with
consumers through all the years, which has endowed
us with the ability to better understand the needs
of consumers in a profound and practical
observations. With our innovative capability and
flexible response, we are able to provide consumers
with products and services to the greatest of their
satisfaction, thus bringing them a more comfortable,
easier, and better life
Brand
characteristics:
Midea's brand characteristics have very close
relations with, and are a vivid representation of
its core values. On the base of affinity, the core
value gives the brand of Midea characteristics as
follows: Curious, exploring, ambitious, and careful
Brand configuration:
-
Single brand strategy--all categories and lines of
white household appliances apply the Midea brand
-
No affiliated brand for large or small household
appliances
-
No affiliated brand for commercial products
-
No affiliated brand for high-end products
-
As for acquired brands, Midea makes efforts for
their quality certification
|
