Precise Marketing Strategy of Midea – with Detailed Explanation

Updated on: Dec 13, 2022
marketing strategy of midea - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from the online digital marketing course at IIDE - India's #1 digital marketing institute.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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 In our previous article, we learnt in detail about the marketing strategy of a fascinating brand, LG. In this article, we are going to elaborate on the marketing strategy of Midea– the World’s leading Appliance Producer.

The objective is to help you gain insights into Midea’s transition from being an Appliance producer’s cooperative society to becoming one of the most recognized and respected brands.

Marketing is a part of a company’s DNA that can either make or break it. As users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in new-age digital marketing, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover the marketing strategy of Midea in this blog. Before we begin our deep dive, let us start by learning the company’s story, target audience and digital presence.

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About Midea –

marketing strategy of midea - midea logoSource – Wikimedia Commons 

The Shenzhen Stock Exchange lists the Chinese electrical appliance maker Midea Group, which has its main office in Beijiao Town, Shunde District, Foshan, Guangdong. Around 150,000 people were employed by the company as of 2021, both in China and abroad, through its 200 subsidiaries and more than 60 international branches.

Since 2013, Midea Group has been listed on the Shenzhen Stock Exchange. Since July 2016, it has been a part of the Fortune Global 500. Lighting, water, floor care, small kitchen, laundry, large cooking, and refrigerator appliances are all made by Midea. Additionally, it has a long history of manufacturing HVAC systems for homes and businesses (HVAC). It is the largest manufacturer of appliances and robotics in the world.

Midea is a Chinese appliance manufacturer, yet it has operations in more than 195 countries and over 150,000 workers, making it a truly international business. Midea, which was founded in 1968, has one of the broadest product lines in the home appliance sector. Midea is a publicly traded corporation that is a member of the Forbes Global Fortune 500.

He Xiangjian (Chinese: ), the company’s founder, began with just CN 5,000 to establish a workshop for the manufacture of bottle lids in Beijiao, Shunde in 1968. Since then, he has transformed Midea into one of the most prosperous private companies in China, with sales revenue for the entire Group estimated to be US$ 40.5 billion for the 2020 financial year and listed on the main board of the Shenzhen Stock Exchange.

Quick Stats 

CEO Paul Fang
CMO –
Area Served Worldwide
Industry Appliance Manufacture
Market Revenue ÂĄ343.4 billion RMB (2021)
Vision to bring great innovations to life
Tagline Make yourself at home

 

Marketing Strategy of Midea –

Let’s begin the marketing strategy of Midea with its segmentation, targeting and positioning.

Segmentation, Targeting and Positioning 

Midea Group Co., Ltd. manufactures and sells home and commercial electric appliances. Its business segments include large appliances, water, kitchen, large & small cooking, heating, ventilation, electrical and logistics appliances.

Its products include air conditioners, fans, bakery machines, rice cookers, microwaves, ovens, induction cookers, micro-electric air pots, kettles, vacuum cleaners, humidifiers, heaters, washing machines, water appliances, floor care, and dehumidifiers.

Midea targets households and offices to be their customers.

Midea is positioned as the largest producer of large appliances and consumer appliances in the world.

Marketing Campaigns 

marketing strategy of midea - marketing campaign

The debut of Midea America Corp.’s first-ever cross-platform American brand campaign was revealed. The fictional “Chief Idea Officer” (CIO) from the hit TV shows “The Afterparty” and “Veep,” played by actor and comedian Sam Richardson, is the focus of the creativity.

This advertising effort aims to spread awareness of the Midea brand among US consumers and educate them on how to pronounce it well.

The campaign includes three further 30-second pieces that will air later this month along with a 60-second hero spot that launches on Wednesday, June 15 across broadcast streaming platforms and social networks.

Each commercial shows how the company’s innovations are completely credited to fictitious Chief Idea Officer Richardson, who unexpectedly makes appearances in customers’ homes and other places and refers to every Midea product as “My-Idea”—a play on the brand’s pronunciation.

Social Media Marketing 

  • Facebook: 130K
  • Instagram: 14K
  • LinkedIn: 97K
  • Twitter: 13.2K

They are most followed on Facebook. They usually post promotional, product-launched content on their social media handles.

SEO Strategies

marketing strategy of midea - ubersuggest seo screenshotSource – UberSuggest 

According to the SEO analysis, the number of keywords – below 500 is bad, above 1000 is good, 10,000+ is amazing and as seen in the image above Midea has 146 K+ organic keywords which are impressive.

Midea has monthly traffic of around 729K+ on a website which is remarkable as above 20000 visits a month are good.

Influencer Marketing

As for influencer marketing, Midea has collaborated with actor and comedian Sam Richardson for one of its commercials to promote the products offered by them.

E-commerce Strategies

As online shopping is growing currently, having an e-commerce site where customers can buy the products offered to sell is very important. That’s why Midea has the option to shop now on their official website through which the customers can buy products directly from the websites.

Mobile Apps

Midea has 2 mobile apps available on Google Play Store.

  • Midea Air – 3.3 ratings and 5L+ downloads 
  • MSmartHome-formerly MSmartLife – 3.9 ratings and 1L+ downloads

Content Marketing Strategies

For the content marketing strategy, Midea has blogs published on their website that is related to the products that they sell. They also explain in detail the use and features of the products on their website.

This brings us to the end of the marketing strategy of Midea.

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What’s unique about the marketing strategy of Midea?

Midea uses different types of marketing strategies to attract and retain its customers. To begin with, Midea has made its STP Analysis clear through which you can get to know the segments and their target audience along with their current positioning in the market and the minds of the public. They have not launched many campaigns but the campaign mentioned above was an effective one. They used a face actor and comedian Sam Richardson, to promote their brand which is a good move.

Moving forward to their social media and SEO strategy they are using both amazingly and the results can be seen. To get in the growing digital market they also have e-commerce which is very clever of them as nowadays the audience looks for brands that offer online shopping options.

This shows the growing importance of digital marketing in the market and therefore companies are looking for digital marketers. This raises the demand for the scope of digital marketing worldwide. If you are interested in learning digital marketing check out IIDE’s Online Digital Marketing Course and Post Graduation in Digital Marketing to upskill. One of the major reasons to choose this course is the convenience you can select online if you have 4 months and select a post-graduation program if you have around a year of time to learn.

 The company has beaten its competition and the biggest reason for that is its amazing marketing efforts in highlighting the brand to its customers. Marketing is one of the main pillars of any business, and currently, this pillar is going through rapid change. With the increasing importance of digital marketing, learning about the growing field is an important step.

Long story short, the Marketing Strategy of Midea is amazing.

If you like such an in-depth analysis of companies, find more such insightful case studies on our IIDE Knowledge portal.

Thank you for taking the time to read this marketing strategy of Midea and do share your thoughts on this case study in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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