Midea said, "In order to adapt to the changes in the economic environment, Midea is making every effort to promote the transformation of development mode and strategy, which involves the adjustment of enterprise organizational model and personnel structure." For Americans, they have seen many beautiful changes, almost every two months and half a year. This style makes its scale grow rapidly, becoming the second largest home appliance group in China after Haier in terms of operating income, and the gap between them is getting smaller and smaller.

Midea refrigeration appliances Group set up its marketing headquarters in China, and integrated the marketing system originally scattered in three business divisions: refrigerator, washing machine and household air conditioner.

Based on the rich marketing network of household air conditioners, a brand-new marketing framework is constructed after integrating the high-quality marketing resources of refrigerators and washing machines. The biggest attraction: the original management mode It is understood that Midea's white goods products have always been managed by the business department, that is, household air conditioners, refrigerators and washing machines are responsible for the research and development, procurement, manufacturing and sales of their respective products. Midea's refrigeration appliances take these three business divisions as the assessment carrier, and this management model has played a powerful role in promoting the products in the early stage of entering the market.

From the brand level, the reason why Midea has repeatedly created the miracle of "challenging the industry leader" is because the industry it chooses to enter is basically in a "one-size-fits-all" situation, and the number of competitors is small, avoiding the highly competitive categories. This practice is naturally completely different from Haier's entry into many categories of competitors such as color TV, PC and mobile phone. According to ai? The law of duality put forward by Mr. Reese, any category will eventually develop into a competition between two horses, dominated by two brands, which also shows that Midea's approach has strategic opportunities.

"Midea air conditioners still get goods from sales branches; However, Midea's refrigerators and washing machines have recently changed agents. " The staff of a sales branch of Midea also admitted that after May 1 this year, Midea's air conditioning, refrigerator and washing machine business "has been separated from the third-line operation".