Midea, a global leader in home appliances, recently relaunched in Nigeria with a highly successful Dealers’ Conference themed “Powering Progress.” The event, held on August 23, 2024, at the Radisson Blu in Ikeja, Lagos, was organized in partnership with Care Global Consumer Limited (CGCL). It brought together over seventy dealers from across Nigeria, along with representatives from major media outlets and influencers, to showcase Midea’s latest innovations and reinforce its market presence.
The day began with guest arrivals, registration, and a tea break, allowing attendees ample time to network and engage with each other.
Mr. Maneesh Nanda, Managing Director of CGCL, highlighted the strategic partnership with Midea and provided a brief overview of CGCL’s extensive experience with other electronics and home appliance brands in Nigeria. He also spoke about CGCL’s journey, emphasizing the vast potential of the Nigerian market and how Midea stands out among competitors in terms of pricing and quality. “We have built a robust network of dealers across Nigeria and also provide after-sales services to ensure customer satisfaction,” Maneesh noted.
Bright Yao, Midea’s Regional Director for Africa, then took the stage to provide an insightful overview of Midea’s values, capabilities, and technological expertise. “Nigerian people deserve better, quality, and affordable products,” he said.” Today, we proudly announce the partnership between Midea Group and CGCL.” He further elaborated on Midea’s impressive achievements in revenue growth, employee expansion, net profit, and global awards, noting that Midea has a revenue of over $52 billion with a history spanning more than fifty years. He also discussed Midea’s advanced smart home automation solutions, which provide customers with a comprehensive home automation experience.
The conference showcased Midea’s innovative and energy-efficient product range, including refrigerators, air conditioners, washing machines, freezers, and kitchen appliances.
Victson Cheng, Midea HVAC Manager for Africa, introduced UNICOOL air conditioners, highlighting their energy efficiency, durability, and unique ability to reduce dust, all of which help customers manage their electricity bills more effectively.
UNICOOL’s advanced 5-Level GenGear function provides a more refined solution for handling unstable voltage and ensures a consistent cooling experience even during power outages by operating on generator power.
It’s wide-voltage protection ranging not only features built-in current protection, eliminating the need for additional AC Voltage Stabilizers but also reduces costs. It helps the unit withstand sudden current impacts, ensuring continuous operation and extending the product’s lifespan. Intelligent dusting rotation and advanced HYPER GRAPHINS technology provide superior dustproofing, sun protection, and anti-corrosion properties, contributing to the product’s durability and effectiveness in challenging environments.
Moreover, UNICOOL’s ONE-DRIVE-TWO mode offers flexible, time-shared cooling for two spaces with one external unit, adapting to varying needs by allowing additional internal units. Enhanced by the Midea Smart Home App, it provides intelligent Wi-Fi control and customizable settings for a superior user experience.
Jason Zhang, Midea Area Manager for Refrigerators in MEA, presented the advanced features of Midea’s refrigerators, such as Smart Cooling, Active-C Fresh, electronic controls, and humidity control. He explained how Midea’s original temperature control system, multi-smart sensors and Inverter Quattro technology, ensures more stable and accurate internal temperatures while lowering energy consumption. The refrigerators’ hierarchical carbon air freshness design keeps food fresh for longer, maintaining its taste, shape, and color. The Super Cooling function allows for rapid cooling, making them highly efficient.
Mr.Zhang also introduced Midea’s versatile chest freezers, which can switch between fridge and freezer modes. These freezers offer rapid freezing capabilities and are built to withstand unstable electricity conditions, with a voltage tolerance ranging from 130V to 260V, protecting the appliance from potential damage.
Midea’s Marketing Manager Marina Dsouza spoke passionately about Midea’s brand values, emphasizing the company’s commitment to providing surprisingly friendly solutions for those who cherish small moments at home. She highlighted how these values are being successfully communicated across Nigeria, strengthening Midea’s brand presence in the market.
Following a lunch break, the conference featured an interactive open panel session where representatives from CGCL and Midea engaged directly with dealers. This session offered a platform for dealers to ask questions, share their experiences with the Midea brand, and provide valuable feedback on how the company could further strengthen its presence and enhance its product offerings in the Nigerian market.
Dealers’ feedback was overwhelmingly positive. A dealer commented, “Midea offers a wide range of products that are not only affordable but also of excellent quality, something that will undoubtedly attract Nigerian consumers.” Another dealer shared, “I have been selling their brands for years, and I’ve never had a customer complain about their products.” Lawrence Alabi, a guest at the event, added, “I use one of their air conditioners, and I can attest to the quality of their products.”
The event also featured a raffle draw where four lucky dealers won microwave ovens, adding an element of excitement to the day. In his closing remarks, Bright Yao expressed heartfelt gratitude to all participants for their active engagement and valuable contributions. He reassured attendees of Midea’s commitment to innovation, quality, and customer satisfaction in the Nigerian market.
As the event concluded, attendees received commemorative packs and souvenirs, leaving with memorable experiences and a stronger sense of partnership. The “Powering Progress” conference underscored Midea’s dedication to delivering superior home appliances to Nigerian households and solidified its commitment to a successful partnership with CGCL and continued growth in the region.
About Midea Group
Midea is one of over 10 brands within the smart home appliance business of Midea Group.
Midea Group, established in 1968, is a leading global high-technology company ranked #277 on the 2024 Fortune Global 500 list, and one of the world’s largest home appliance manufacturing companies which businesses go beyond smart home appliances.
In early 2021 the company streamlined its core units into five high-growth business pillars to pave the new future growth path: Smart Home, Electro-Mechanical, Building Technologies, Robotics & Automation and Digital Innovation.
All businesses of Midea Group are striving for one credo: #HumanizingTechnology
The Midea brand believes in providing surprisingly-friendly solutions by adopting a consumer-centric and problem-solving approach. Going above and beyond for the future, constantly exploring and inventing to meet the ever-changing demand of our consumers – enabling them to ‘make yourself at home’.
Midea Group’s globally 35 production centers and over 166,000 employees in more than 200 countries and regions generated an annual revenue of more than USD 53.26billion in 2021. Its 28 worldwide innovation centers and the strong commitment to R&D have resulted in more than 62,000 authorized patents to-date.
Contact:
[Marina D’souza]
[Marketing Manager, Africa]
[marina.dsouza@midea.com]
