美的转型“阵痛”：年内二次大调运营架构，有经销商面临出局

Core Insights - Midea Group is undergoing significant organizational changes, focusing on integrating its operations in the refrigerator, washing machine, and kitchen sectors, reflecting a shift from wholesale to retail thinking [1][2][3] - The company has experienced multiple rounds of layoffs, with a notable reduction in staff across various departments, indicating a broader trend of optimization within the organization [1][2][6] - The transition to a Direct-to-Consumer (DTC) model is central to Midea's strategy, aiming to enhance retail capabilities and streamline operations [2][3][7] Organizational Changes - Midea's operational centers in cities like Foshan, Ningbo, and Tianjin have seen significant staff reductions and even closures, with some centers merging into others [2][4] - The restructuring involves a shift in focus towards high-margin products, with retail sales accounting for 50% of the performance metrics for regional managers [2][6] - The adjustments are part of a broader strategy to simplify operations and enhance growth, as emphasized by Midea's leadership [6][7] Impact on Distributors and Employees - Regional distributors have expressed concerns over reduced support and increased operational costs, making it harder for them to compete [4][5] - The changes may lead to a consolidation of core retail points, potentially sidelining traditional distributors who cannot adapt to the new retail-focused model [5][7] - Employees face challenges in integrating diverse teams and maintaining professional standards amid the restructuring [5][6] Financial Performance - Midea reported a revenue of 407.15 billion yuan for 2024, with a year-on-year growth of 9.44%, and a net profit of 38.54 billion yuan, up 14.29% [6] - However, when excluding non-recurring gains, Midea's profit growth of 8.39% lags behind competitors like Haier and Gree, indicating concerns about core business profitability [6][7]