美的集团亚太区域总裁蒋轩：广货家电如何在东南亚争第一

Core Insights - Midea aims to become a global leader in white goods and HVAC, targeting over 400 billion yuan in revenue by 2024 [1] - The company has significantly increased its overseas OBM revenue, which now accounts for over 45% of its TO C business, with notable contributions from the Asia-Pacific region [1] - Midea's manufacturing base in Thailand has become its largest overseas facility, with nine factories, and is positioned as a key hub for both manufacturing and sales in the ASEAN market [8] Group 1: Global Expansion Strategy - Midea's transition from product export to a full-chain approach of R&D, manufacturing, and branding is a strategic upgrade to enhance its global presence [2] - The company has established Thailand as its "second home" for manufacturing due to favorable political and labor conditions, as well as its ability to serve both local and export markets [7] - Midea's acquisition of Toshiba's local factories has facilitated its manufacturing expansion in Thailand, allowing it to address tariff challenges and diversify its supply chain [7] Group 2: Cost and Efficiency - Production costs in Thailand are higher than in China, but Midea has found that the overall cost advantage lies in local manufacturing due to tariff differences [4][6] - The company is focusing on local talent development to improve operational efficiency and reduce costs associated with expatriate management [6] Group 3: Market Penetration and Brand Strategy - Midea's multi-brand strategy is crucial for penetrating diverse ASEAN markets, leveraging both its own brand and acquired international brands like Toshiba [9] - The company is investing significantly in after-sales service to build brand reputation and customer trust, learning from past experiences of other Chinese brands in the region [10] Group 4: Sales and Distribution Channels - Midea is employing a tiered approach to build its after-sales service network, including authorized service points and exclusive service providers to ensure quality and efficiency [11][12] - The company is focusing on enhancing brand awareness and conversion rates through targeted marketing strategies, with a current investment split of 50% on awareness, 30% on consideration, and 20% on conversion [14][15] Group 5: Future Global Strategy - Midea's future global strategy will emphasize regional operations to meet local demands while ensuring inter-regional collaboration [18][19] - The company recognizes the need to adapt its R&D, supply chain, and product quality to align with local market requirements, moving beyond a purely export-oriented mindset [18][19]