It is reported that at present Midea Group has established production bases in more than 10 places including Shunde, Guangzhou, Zhongshan, Hefei, Wuhu, Wuhan, Wuxi, Jingzhou and Handan, forming a manufacturing center radiating across the country in South China, East China, North China and Southwest China. With the "air conditioner, microwave oven, washing machine, refrigerator and dishwasher" five major home appliance industry chains, Midea has become one of the largest and most complete white goods product clusters in China.
Midea Air Conditioner Perfects Global Industry Layout and Makes Full Efforts to Realize the "12th Five-Year Plan"
In 2010, after undergoing the severe test of the global economic crisis and financial storm, Midea Group's overall sales revenue broke through the 110 billion yuan mark for the first time. It achieved leapfrog development in technological innovation, quality enhancement, marketing channels, after-sales service, brand image and other aspects, laying a solid foundation for realizing the grand goal of "recreating another Midea", namely an annual turnover exceeding 200 billion yuan during the "12th Five-Year Plan" period, and ranking among the top 500 companies in the world and the top three global white goods companies.
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With the rapid growth of the Chinese economy, residents' consumption capacity continues to increase, and the sales share of high-end, low-carbon energy-saving products in the entire white goods industry is getting higher and higher. Nowadays, competition in the white goods industry has shifted towards technology leadership. Only enterprises that master core technologies can truly have the initiative, produce more low-carbon and environmentally friendly products, and guide and meet consumer demand.
As the first major event for Midea Group entering the "12th Five-Year Plan", on January 10, 2011, with the launch of the first product from Midea Handan Industrial Park, it marked that the four major domestic market radiation manufacturing bases of Midea air conditioners mainly located in Guangzhou, Guangdong, Wuhu, Anhui, Wuhan, Hubei, and Handan, Hebei have basically all been put into operation. Together with the Guangdong Shunde, Vietnam manufacturing base, Egypt's Miraco Company mainly radiating to the international market, and Beijing Changhong air conditioner after-sales service hotline, the global industrial layout of Midea air conditioners has initially taken shape. In 2010, Midea home air conditioners achieved domestic market sales breaking through 13 million sets, overseas market sales exceeding 12 million sets, and total sales surpassing 25 million sets. The rapid expansion of the market requires capacity support as a prerequisite. Currently, the existing production bases of Midea air conditioners have successively reached their production capacity bottlenecks. In order to ensure market demand and enterprise development, Midea chose to build an air conditioning production base in Handan, continuing to expand its production capacity to meet the rapidly growing needs of the market. The completion of Handan Industrial Park will see Midea home air conditioners achieving a total production capacity of 33 million sets in 2011, becoming one of the largest air conditioning product suppliers in the world.
Industry insiders commented that as a leading white goods giant domestically, Midea seized the opportunity of the country expanding domestic demand and the sharp increase in demand for high-end products, effectively consolidating and expanding its market share. This has become the internal driving force behind Midea's accelerated capacity layout.