Core Viewpoint - Midea has undergone a personnel restructuring, with significant appointments across various departments, including the home air conditioning division and the washing machine division, indicating a strategic shift within the company [1][6]. Group 1: Personnel Changes - Midea announced a series of personnel appointments, with Zhang Yulong being promoted to Vice President of China Region and General Manager of Offline Business, previously holding the position of Domestic Marketing General Manager for the home air conditioning division [1][4]. - Feng Lin has been appointed as Zhang Yulong's successor in the home air conditioning division, previously serving as General Manager of Air Conditioning Products at the Shijiazhuang Operations Center [5][6]. - The restructuring also includes new appointments in the refrigerator division's domestic marketing, indicating a broader organizational change across multiple product lines [6]. Group 2: Strategic Implications - This restructuring follows Midea's earlier personnel changes in July, aimed at ensuring a simpler and more efficient organization with direct operational responsibilities [6][7]. - The company is integrating its operations across different product categories, which may lead to further consolidation of roles, such as merging the general manager positions for ice washing products [7]. - Midea's channel reform initiated in 2021 has led to a direct connection between operational centers and regional retailers, reflecting a shift in strategy to enhance efficiency and profitability [8]. Group 3: Market Context - The domestic air conditioning market saw a retail revenue of 126.3 billion yuan in the first half of the year, a 12.4% year-on-year increase, driven by policy benefits, price competition, and high temperatures [8]. - Despite revenue growth, Midea's smart home business experienced a decline in gross margin to 28.52%, down 0.84 percentage points year-on-year, highlighting challenges in maintaining profitability amid competitive pricing [9].