近日，美的2026全国经销商大会暨开门红年货节动员会召开，有业内人士告诉搜狐财经，在活动现场， 美的中国区总裁王春凯疑似在现场发表"要干掉30%运营商"相关言论。 为此，搜狐财经于12月25日以投资者身份向美的方面求证，工作人员表示"没有听说"，需要求证并与搜 狐财经约定时间再度回电；不过，搜狐财经按约定时间回电后，一位工作人员仍表示"没听说"，询问有 关渠道改革相关问题，对方也表示"没有消息"。 据悉，王春凯是新上任不久的美的中国区总裁。其接替的是前中国区总裁柏林的职位，而柏林已经被调 任至美的国际美洲区域总裁。 天眼查显示，王春凯在14家美的系企业担任法定代表人，涵盖广东、内蒙、山东、山西等地。同时也在 14家美的系企业中担任董事长等高管。 值得关注的是，此次活动的参会群体之一是各地运营商和代理商。 根据业内人士透露，此次会议对美的意义非凡。"智能家居事业群中国区去年线下渠道（不含电商下 沉、不含直营连锁）规模1000亿"，而此次开门红动员会差不多可以拉动全年35%的进度，全国渠道吸 款额度大概在350亿-400亿元。 业内人士还透露，美的全国29个运营中心，平均每个运营中心可以拉动12亿元-13亿元，" ...

编辑｜杨锦 （图片来源：网络） 出品｜搜狐财经 作者｜李保铭 近日，美的2026全国经销商大会暨开门红年货节动员会召开，有业内人士告诉搜狐财经，在活动现场，美的中国区总裁 王春凯疑似在现场发表"要干掉30%运营商"相关言论。 为此，搜狐财经于12月25日以投资者身份向美的方面求证，工作人员表示"没有听说"，需要求证并与搜狐财经约定时间 再度回电；不过，搜狐财经按约定时间回电后，一位工作人员仍表示"没听说"，询问有关渠道改革相关问题，对方也表 示"没有消息"。 据悉，王春凯是新上任不久的美的中国区总裁。其接替的是前中国区总裁柏林的职位，而柏林已经被调任至美的国际美 洲区域总裁。 王春凯此前曾担任美的小天鹅国内营销总经理职务，2022年曾以美的集团中国区域副总裁、美的集团洗衣机事业部国内 营销总经理等身份被媒体报道。 天眼查显示，王春凯在14家美的系企业担任法定代表人，涵盖广东、内蒙、山东、山西等地。同时也在14家美的系企业 中担任董事长等高管。 值得关注的是，此次活动的参会群体之一是各地运营商和代理商。 根据业内人士透露，此次会议对美的意义非凡。"智能家居事业群中国区去年线下渠道（不含电商下沉、不含直营连锁） ...

Core Points - Midea has undergone significant organizational restructuring, shifting its market system from a support-oriented model to a professional one, focusing on traffic acquisition and user operations [1] - The internal document outlines changes in the market system's organizational structure and responsibilities, including the renaming of the regional operations center's user and market department to the traffic and user operations department [1] - The smart small appliances organizational structure has been adjusted to fully online operations, merging the smart small appliances operations center into the domestic marketing of the home appliance division [1] Organizational Changes - The regional operations center's responsibilities have been redefined, with the termination of the terminal experience module, which will now be managed by regional business units [1] - Headquarters' offline business promotion responsibilities have been integrated into the brand and user operations department, aligning with the new traffic and user operations department [1] - The first batch of appointments includes part-time general managers for kitchen and heating products, indicating potential layoffs for existing general managers in these categories [3] Personnel Adjustments - This marks the third adjustment of the operations center within the year, following previous announcements to reduce the number of provincial sales companies from 35 to 29 [4] - The consolidation of regional operations centers into six core marketing platforms has resulted in an estimated reduction of around 900 employees [5] - Recent personnel changes include the promotion of key executives within the company, reflecting ongoing leadership adjustments [6] Financial Performance - In the first half of the year, Midea reported a revenue of 251.12 billion yuan, a year-on-year increase of 15.58%, and a net profit of 26.01 billion yuan, up 25.04% [6] - The smart home business generated revenue of 167.20 billion yuan, growing by 13.31% year-on-year, despite a decline in gross margin to 28.52% [6] - The domestic air conditioning market saw a retail value of 126.3 billion yuan, with a year-on-year growth of 12.4%, indicating competitive pricing pressures in the industry [6]

Core Viewpoint - Midea has undergone significant organizational restructuring, focusing on transforming its market system from a support-oriented model to a professional one, emphasizing user operation and traffic acquisition [3][4]. Organizational Changes - The internal document outlines a reorganization of the market system, with the user and market department renamed to the traffic and user operation department, which will take over responsibilities related to marketing activities and user acquisition [3]. - The terminal experience module has been abolished, with responsibilities transferred to regional business units, including standardization and training for stores [3]. - Responsibilities related to offline business promotion have been integrated into the brand and user operation department, aligning with the new traffic and user operation department [4]. Personnel Appointments - Midea aims to ensure a simple and agile organization, with operational managers directly responsible for business outcomes [5]. - The first batch of appointments includes part-time general managers for kitchen and heating products, indicating potential layoffs for existing product managers [6]. - A total of 15 city operation center general managers have been reassigned to oversee air conditioning and kitchen product management [6]. Previous Restructuring Efforts - This marks the third adjustment of the operation center within the year, following earlier announcements in February about the reduction of provincial sales companies from 35 to 29, resulting in approximately 900 job cuts [7][8][9]. - Midea has consolidated its regional operation centers into six core marketing platforms, merging several centers across different cities [10]. Financial Performance - In the first half of the year, Midea reported a revenue of 251.12 billion yuan, a year-on-year increase of 15.58%, and a net profit of 26.01 billion yuan, up 25.04% [10]. - The smart home business generated revenue of 167.20 billion yuan, reflecting a growth of 13.31% [10]. - Despite revenue growth, the gross margin for the smart home business declined to 28.52%, down 0.84 percentage points year-on-year [12]. Market Context - The domestic air conditioning market saw retail sales of 126.3 billion yuan in the first half of the year, a growth of 12.4%, with increased competition leading to price reductions and a shift in consumer purchasing behavior [11].