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Humanising technology: Discover the future of smart living with Midea at IFA Berlin 2024

Your living room and IFA Berlin 2024 have something major in common: they are both playgrounds for some of the most interesting tech on the market right now.

Whether you wish to control your washing cycle from work or automate your heating controls, smart living promises to simplify your home life, making your home more sustainable and cost-effective in the process.

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No longer a pipedream for fanciful futurists, smart living is a reality made possible by innovative companies like Midea.

Smart homes, simplified

Midea is committed to making smart living accessible to everyone. Through a dedication to consumer-centred solutions and humanising innovations, Midea’s products are designed to integrate seamlessly into everyday life, all while meeting the specific needs of local climates and cultures.

From ultra-efficient dishwashers to AI-enabled air conditioning units, Midea offers one of the most comprehensive product portfolios in the global home appliance industry. Midea sells its products and services to upwards of 400 million users [GW1] in over 200 countries and regions, across a full spectrum of mass-market and premium lines.

Midea’s smart appliances are designed to work together seamlessly, allowing you to create a connected home environment where you can control your air conditioner, washing machine, or even your refrigerator through one consolidated application, improving your home’s efficiency, convenience and manageability.

©Midea

Connected homes are now an important part of Midea’s strategy, as mentioned by Kurt Jovais, Global Product Management Director, Midea International Business, who also explains that energy use and protecting the environment are now crucial criteria to users. Midea’s new ECOMASTER is a push in this direction, being an AI-driven energy-saving solution which combines cloud-connected advanced analytics and giga-scale data to optimise the efficiency and performance of compatible Midea appliances.

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The industry leading Midea Group

Midea’s parent company is the Midea Group, a Fortune 500 company established in 1968 in Southern China and now operating as the world’s top provider of home appliances.

In line with the Group’s wider strategy and based upon 56 years manufacturing excellence and world-leading robotic and automation technology, the Midea brand goes above and beyond to embrace the future, constantly exploring and inventing to humanise technology and meet the ever-changing consumer demands of today and tomorrow.

A global company with a local mindset

Midea understands that every home is unique. The company works closely with local communities to understand local challenges and develop solutions, earning a reliable reputation and making Midea the preferred choice for millions of households worldwide.

Advanced manufacturing capabilities, combined with its strong research and development focus allows Midea to develop diverse products and features to address every home living challenge. For regions with high humidity, for example, Midea’s engineers develop air conditioners with advanced dehumidification features, while, for areas with limited space, they design compact and efficient appliances that maximise functionality.

This consumer-centric philosophy is at the heart of Midea’s activities, as explained by Kurt Jovais. He similarly describes the company’s global and local strategy, which includes localisation efforts along with the development of international activities, such as organisational teams, R&D and DEI corporate culture.

©Midea

Meeting Europe’s sustainability goals

Within its domestic market, Midea already holds strong ESG principles and achievements, featuring on the 2024 Fortune China ESG Impact list for its environmental, social and corporate governance excellence and industry leadership. As of June 2024, Midea had 28 state-level green factories, three zero-carbon factories, nine 5G factories, and five “Lighthouse” factories, including its pioneering smart factory in Thailand.

Midea’s Jingzhou lighthouse factory leads the future for intelligent manufacturing and digital development in line with global sustainability goals. Within the facility, loT and artificial intelligence with more than 2,000 digital transformation initiatives have increased labour productivity by 52 per cent, and reduced production lead time by 25 per cent. The efforts have also reduced the failure rate by 53 per cent and the utility consumption per unit by 20 per cent.

Internationally, Midea works to develop localised products and services that adhere to a sustainable philosophy and in 2018 was awarded Germany’s Blue Angel Certification for its adherence to the highest standards of energy efficiency, health and environmental friendliness of its appliances.

©Midea

The future of living

As modern technology continues to evolve, so too does Midea. From developing artificial intelligence to testing new sustainable materials, Midea is busy shaping the future of home appliances through its research and development.

The Midea Group has invested nearly $8.3 billion (USD) in R&D over the past five years, with a 15.91 per cent increase in the first half of 2024. This commitment to research and development across its 17 R&D centres and 22 production bases in more than 200 countries has enabled the company to continuously develop cutting-edge products and solutions that meet the evolving needs of global consumers, giving Midea a competitive edge in the international market.

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The Midea Germany Research and Development Center (MGRC) based in Stuttgart is one of the four major overseas R&D centers of Midea. Its researchers gather feedback from households across Europe and on-site testing in German households, to better design products that fit easily into European homes, such as PortaSplit, a self-installed portable air conditioning unit.

©Midea

Catch Midea’s new products and technologies at the IFA

Midea proudly showcases its latest products at IFA Berlin 2024 (6-10 September 2024). The world’s largest consumer and electronics show, the IFA (Innovation for All) brings together the biggest names in the global market to exhibit, showcase and inspire the future of consumer living.

As part of its product innovation showcase, Midea will highlight eight of its most innovative products, including demonstrations and a keynote press conference of the ECOMASTER.

Midea is also to be awarded the IFA 2024 Innovative Heating Technology Gold Award for its CirQHP Indoor Hybrid compact heat pump system with intelligent energy management and hybrid boiler support designed specifically to meet the cooling, heating, and hot water needs of a green Europe.

So whether it’s a smart air conditioner that adapts to your comfort preferences or an eco-adapted washing machine that delivers sparkling clean laundry without costing the Earth, Midea has everything to fit your dream smart home.

To be one of the first to discover Midea’s latest innovations for Europe, visit the exhibit at IFA Berlin 2024.

©Midea

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