美的集团：聚焦核心需求 差异化应对空调市场竞争

Core Viewpoint - Midea's air conditioning division has achieved growth amidst a backdrop of consumer downgrade and price wars in the home appliance industry, with significant sales during the 2025 "618" shopping festival [1] Group 1: Sales Performance - Midea's air conditioners topped sales charts on major e-commerce platforms like JD and Tmall during the 2025 "618" event [1] - The "Comprehensive Wind" series, featuring Midea's "Comprehensive Wind" technology, saw impressive sales, with nearly 100,000 units sold in the same period [1] - The "Air Machine T6" product achieved a delivery volume of nearly 10,000 units within three months of its launch [1] Group 2: Product Differentiation - Midea's strategy to counteract the intensifying price competition is through product differentiation rather than price cuts [1] - The company has developed a four-series product matrix (Cool Energy Saving, No Wind Feeling, Air Machine, Comprehensive Wind) to meet diverse consumer needs [1] - The "Cool Energy Saving" series emphasizes energy efficiency, claiming to use only 1 degree of electricity for 4 hours [1] Group 3: Technological Advancements - The "Comprehensive Wind" series can achieve a circulation air volume of 1800m³/h, one of the highest in its price segment [2] - This series features a 270mm air outlet, the largest in the market, allowing for even air distribution and avoiding temperature fluctuations [2] - Midea has invested over 18 billion yuan in R&D over the past five years, with a team of over 1,600 researchers, nearly half of whom hold master's or doctoral degrees [2] Group 4: Market Competition - New entrants like Xiaomi and Zhi Mi are joining the air conditioning market, which Midea views positively as it indicates industry innovation [3] - Midea focuses on addressing core consumer needs and avoids "self-indulgent innovation" [3] - The company employs a "three generations" R&D model to ensure continuous product innovation and maintain industry leadership [3]