Midea Group(SZ:000333) Sou Hu Cai Jing·2025-12-25 09:22Core Viewpoint - Midea's recent dealer conference highlighted a potential aggressive strategy to reduce the number of operators by 30%, as indicated by the new China President Wang Chunkai, which may signal a significant channel restructuring effort [2][5]. Group 1: Financial Implications - The smart home division's offline channel in China reached a scale of 100 billion yuan last year, with the recent event expected to drive approximately 35% of the annual progress, translating to a cash inflow of 35-40 billion yuan [3]. - Each of Midea's 29 operational centers is projected to generate around 1.2-1.3 billion yuan, with a significant portion of funds expected to be received on the day of the event, typically accounting for 60-70% of the annual target [3]. - Midea's sales rebate provisions for the first half of 2025 increased by 14.83% compared to the beginning of the year, indicating a potential shift in financial strategy despite a competitive market [6]. Group 2: Organizational Changes - Wang Chunkai, recently appointed as the China President, has a history of leadership roles within Midea, including positions in marketing and management across various subsidiaries [2]. - Midea has undergone significant organizational restructuring, including the reduction of provincial sales companies from 35 to 29, resulting in approximately 900 job cuts [7]. - The company is consolidating its operational centers into six core marketing platforms, which may streamline operations but also lead to further personnel changes [7][9]. Group 3: Market Context - The air conditioning market in China has seen a decline in sales growth, with a 2.9% increase in retail volume but a 0.8% decrease in retail value in the third quarter [6]. - The competitive landscape is intensifying, with price competition becoming a central theme as the market approaches a saturation point [6]. - Midea's ongoing channel reforms aim to enhance efficiency and reduce costs, reflecting a broader trend in the industry towards operational optimization [6][9].