“Midea”, a global leader of air conditioners and electrical appliances, organizes Midea Convention 2024 to present its “Hyper Grapfins” innovation as a flagship of the year and “Buakaw” as the perfect presenter for Midea products’ durability. The company now aims to achieve huge growth and become a top-of-mind brand in the air-conditioner and electrical-appliance market within three years.
Midea Thailand holds Midea Convention 2024 in a grand style under “STRONGER THAN EVER” theme to welcome New Year 2024 on 27 January 2024 at Centara Grand at Central Ladprao, with its partners from across Thailand invited to join the event.
At the convention, the company announces its business direction, product-launch plan, marketing communication strategy, and enhanced after-sales services with the aim to boost customers’ confidence as it proactively taps into the market throughout the coming year.
Mr. Thanawat Wongchanwuth, Deputy General Manager of MD Consumer Appliance (Thailand) Company Limited or Midea Thailand, reveals that Midea Convention 2024 is held to boost partners’ and customers’ confidence in Midea brand and its upcoming marketing campaign. The company has recently launched a key innovation, “Hyper Grapfins”, or the integration of graphene to air conditioners’ outdoor units.
Now available in all Midea’s air-conditioner models, this innovation increases resistance to corrosion, extends product use life, and proves suitable for all weather conditions in Thailand. Midea therefore is a perfect choice for consumers looking for durable and cost-effective air conditioners. Midea is the first brand to have integrated graphene to Thailand’s air-conditioner industry.
Hyper Grapfins is a corrosion-inhibiting coating. When compared with golden coating, this black coating is five times more effective in fighting corrosion. Graphene coating’s effectiveness also lasts between 20 and 50 years (depending on usage conditions and environment). Moreover, its vertical heat distribution releases heat 31% faster. When compared with aluminum foil, it reduces water vapor by 92.5%.
Midea Thailand, moreover, unveils “Buakaw” as the new presenter for its flagship air conditioner “mPro Easy” at the convention. This model’s outstanding design enables easy installation and disassembly as only one knot must be handled. The company expects Buakaw’s fame in Thailand and beyond to raise Midea brand awareness and pave the way for the brand to go into the hearts of more Thais. Buakaw’s character matches well with the brand personality, as his strengths and patience resonate with the durability of the brand’s air-conditioner.
On marketing strategy, Midea Thailand will elevate its transportation system and service delivery through the nationwide expansion of service centers. The move has been planned to provide convenience to customers and respond better to growing demand. On top of this, the company intends to launch new products throughout 2024.
New models of air conditions and household appliances will come to the Thai market to present a greater variety of choices to consumers, with a focus on what suits Thais’ lifestyles and needs the most. Midea Thailand Smart Factory, which is located at the Pinthong Industrial Estate 5, is Midea’s biggest factory for residential air conditioners in Asia. Products from the factory will hit the market for the first time this year. As models made at this facility have been designed and developed for Thailand’s weather conditions, they will play a crucial role in driving Midea’s upcoming big growth.
“This year, we will upgrade our product lineup further. For example, we will launch household appliances for cooking lovers. Our products will be differentiated thanks to our innovations. Importantly, our product presenters will contribute to our branding as we seek to deepen Midea’s status in the heart of Thais,” says Mr. Wiwatchai Sirithaworn, Marketing Manager of MD Consumer Appliance (Thailand) Company Limited or Midea Thailand.
Midea Thailand plans to hold marketing activities throughout 2024. Marketing communications will also be conducted both online and offline across Thailand to raise brand awareness. Promotional activities such as product roadshows and special deals at points of sales are parts of the plan to enhance selling opportunities for Midea’s partners. Midea Thailand’s goals are to raise its business growth by 2.5 times this year and to become a top-of-mind brand among air-conditioner/electrical appliance consumers within three years.
Midea’s products cover not just air conditioners but also various other appliances such as washing machines, refrigerators and chillers, air purifiers, cooling fans, electric fans, microwave ovens, blenders, water heaters, water dispensers, and water purifiers. Midea has operated five factories in Thailand – one for air conditioners, one for refrigerators, one for washing machines, one for small kitchen appliances, and one for compressors.
All of them are located at the Pinthong Industrial Estate 5 in Chon Buri. Together, these factories have been the largest manufacturing base of Midea Group outside China. Midea’s biggest factory in Thailand and Southeast Asia is in this complex. The company has planned to establish its Southeast Asia distribution center too.
