Xi Niu Cai Jing·2025-09-30 11:19Core Insights - In 2016, Toshiba transferred its white goods business, including refrigerators and washing machines, to China's Midea Group for 51.4 billion yen, acquiring approximately 80% of Toshiba's subsidiary "Toshiba LifeStyle" and a 40-year global license for the Toshiba brand along with over 5,000 related patents [2] - This acquisition was seen as a crucial step in Midea's globalization strategy, which has shown significant growth, with total revenue reaching 128.4 billion yuan in Q1 2025, a year-on-year increase of 20.6%, and net profit of 12.75 billion yuan, up 41.1% [2] - Despite business expansion, Midea faces challenges with market performance and consumer reputation, as evidenced by over 14,000 complaints related to product quality and after-sales service on the Black Cat Complaints platform [2] - Midea proactively recalled 1.7 million U-shaped window air conditioners sold in North America due to potential mold issues in extreme humidity, emphasizing that the recall was voluntary and not mandatory [2] Industry Analysis - Analysts suggest that Midea has yet to fully leverage Toshiba's brand value into global competitiveness, with resource allocation being diluted by supporting both COLMO and Toshiba, leading to overlapping product positioning and increased internal competition [3] - The high-end appliance market is currently led by Casarte, and the industry is entering a phase of "localized deep cultivation," indicating that Midea needs to enhance Toshiba's operational capabilities [3]