Midea Group(SZ:000333) 商业洞察·2025-05-12 09:12Core Viewpoint - The article discusses the evolving dynamics between Midea Group and Gree Electric Appliances, highlighting Midea's significant growth and market position compared to Gree, while also addressing the challenges both companies face in a saturated domestic market [2][3][28]. Group 1: Market Position and Performance - Midea Group's revenue has surpassed 400 billion, significantly outpacing Gree and Haier, indicating a shift in market leadership [2][28]. - From 2019 to 2024, Midea's revenue grew from 278.2 billion to 409.1 billion, maintaining an average annual growth rate of around 8% [8]. - The domestic market remains crucial for Midea, contributing approximately 60% of total revenue and 60% of gross profit, but growth has slowed, indicating a shift from rapid expansion to stabilization [8][10]. Group 2: Industry Challenges - The domestic home appliance market is experiencing stagnation, with a reported 3.6% decline in retail volume and a 7% decline in retail value in the first half of 2024 [8]. - Despite a strong performance in Q1 2025 due to government subsidies, concerns remain about the sustainability of this growth, as it may only be a temporary boost [9][10]. - Midea's competitive landscape is becoming increasingly complex, with new entrants and cross-industry competitors like Huawei and Xiaomi intensifying the competition [11][12]. Group 3: Strategic Directions - Midea has been exploring international expansion and B2B business opportunities, but its reliance on acquisitions has raised concerns about brand development and market positioning [17][18]. - The shift from OEM to OBM (Own Brand Manufacturing) is underway, but as of 2024, OEM still accounted for 60% of overseas revenue, indicating a slow transition [18]. - Midea's B2B business, while growing, still represents a smaller portion of total revenue, with 2024 figures showing B2B revenue at 104.5 billion, only 25.5% of total revenue [20]. Group 4: Leadership and Management Style - Midea's CEO, Fang Hongbo, is characterized as a decisive leader focused on efficiency and cost-cutting, which has led to significant personnel adjustments within the company [21][27]. - The company has implemented policies to reduce overtime and streamline operations, reflecting a shift towards a more efficient work culture [25][26]. - Despite the emphasis on efficiency, recent reports of layoffs have created a complex narrative around the company's management practices and employee morale [25][27].