Midea Group has kicked off 2026 with a solid financial performance, reinforcing its position as one of the most influential players in the global white goods and home appliance industry. The company reported first‑quarter sales of 131 billion yuan (€16.36 billion), marking a 2.5% increase from the same period last year. In a market where growth is often incremental and competition is fierce, this uptick is a meaningful indicator of resilience and strategic focus.
Even more telling is Midea’s profitability. Net profit attributable to shareholders reached 12.67 billion yuan (€1.58 billion), a 2% rise from last year’s 12.4 billion yuan. With profit representing 9.6% of revenue, Midea continues to demonstrate strong operational discipline. The company also surpassed a key benchmark: operating profit exceeded 10% of sales, a threshold that many manufacturers in the white goods sector struggle to reach consistently.
What This Means for the White Goods Industry
Midea’s performance offers a snapshot of broader trends shaping the sector:
– Premiumisation is paying off. Consumers continue to gravitate toward higher‑end appliances with smart features, energy efficiency, and improved design. Midea’s investment in innovation appears to be aligning well with this shift.
– Operational efficiency matters more than ever. Margins in white goods are notoriously tight. Midea’s ability to keep operating profit above 10% suggests strong supply chain management and cost control.
– Global demand remains steady. Despite economic fluctuations, the need for essential appliances—refrigerators, washing machines, air conditioners—remains stable. Midea’s diversified global footprint helps buffer regional slowdowns.
Why This Quarter Stands Out
While the growth percentages may seem modest, they’re significant in a mature industry where many competitors are flat or declining. Midea’s ability to expand both revenue and profit simultaneously shows that its strategy is working: balancing innovation with efficiency, and global expansion with disciplined execution.
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Midea’s Rise: The Rural Startup That Rewired the Appliance Industry
He Xiangjian didn’t launch his empire with money, influence, or a master plan.
He started with a few villagers, borrowed cash, and a workshop barely big enough to matter.
In 1968, in a small Chinese town, He and a small team began making whatever they could — bottle caps, simple components, low‑margin products that kept the lights on.
It wasn’t impressive.
It wasn’t scalable.
But it was a foothold.
As China modernized, He spotted a shift.
Homes were changing.
Demand for white goods — the refrigerators, fans, washing machines, and appliances that define modern living — was about to surge.
So he pivoted.
From tiny parts
to electric fans
to full-scale home appliances.
That slow, deliberate evolution became the foundation of Midea Group.
What set Midea apart wasn’t just manufacturing.
It was the company’s obsession with scaling, adapting, and entering every corner of the white‑goods market.
Air conditioners.
Refrigerators.
Washing machines.
Smart home systems.
If it lived in a home, Midea wanted to build it — and build it better.
Then came the bold leap: automation and robotics.
Midea invested heavily in advanced manufacturing and even acquired Germany’s robotics leader KUKA, pushing the company far beyond traditional appliances and into high‑tech industrial innovation.
From a rural workshop to a global powerhouse, Midea now operates in more than 150 countries.
He Xiangjian eventually stepped back, but the momentum he created hasn’t slowed.
His story is a reminder of something simple and powerful:
You don’t need to start big.
You just need to start — and keep evolving.
Because even the world’s largest appliance empires often begin as the smallest workshops.
Midea Targets UK Growth as Market Opens New Space
Midea’s European leadership says the UK is now firmly in its sights — but only because the timing is finally right.
“We identified the UK and Italy as important markets,” says Larry Yuen. “But timing matters. We wanted the right organisation, products, and service structure before entering. Now we feel ready.”
That readiness comes with selectivity.
“We are not going to work with everyone,” Yuen adds. “It has to be a two‑way decision. Retailers choose us, and we choose them. We want partners who believe in the brand and want to grow with us. It’s about total margin — balancing volume and profitability so retailers can build a sustainable business.”
Mauro Correia sees a market undergoing rapid change — and opportunity.
“Some traditional suppliers have had very tough moments in recent years,” he says. “That creates space for companies that can bring innovation and competitiveness at the same time.”
Given Midea’s scale, investment power and long‑term European ambitions, few in the trade would bet against the group converting this momentum into meaningful UK market share. And with a revitalised Teka brand now back under the same roof, the combined offer is broad enough to make many kitchen specialists take a fresh look.
Midea Closes 2025 With Double‑Digit Growth and Major Investment
Midea, one of the world’s most influential home appliance manufacturers, has wrapped up 2025 with a powerful financial performance and a bold push into next‑generation automation.
The Chinese giant reported 12% year‑on‑year sales growth, reaching 458 billion yuan (€58 billion). Shareholder profit climbed even faster, rising 14% to 44 billion yuan (€5.55 billion).
One of the standout figures in Midea’s latest results is its export performance. Overseas sales surged to 196 billion yuan (nearly €25 billion), now accounting for 43% of total revenue—a clear sign of the brand’s expanding global footprint.
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🌍 A Global Powerhouse in Core Appliance Components
Midea isn’t just a major appliance brand—it’s a foundational supplier to the global industry. The company remains:
– The world’s largest manufacturer of residential air‑conditioning compressors
– A leading producer of washing machine motors
These components power millions of appliances sold under dozens of brands worldwide, giving Midea a unique influence across the entire white goods ecosystem.
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🤖 A Massive Bet on Humanoid Robotics
Perhaps the most forward‑looking part of Midea’s 2025 strategy is its investment in robotics. The company has allocated 60 billion yuan (€7.6 billion) to research and development, with a significant portion directed toward humanoid robots.
These robots are already being deployed inside Midea’s factories, where they’re assisting with quality control tasks—a move that signals how quickly automation is evolving from concept to practical application in large‑scale manufacturing.
For the wider appliance industry, this shift could reshape everything from production efficiency to product reliability.
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🔍 What This Means for the Appliance Market
Midea’s 2025 results highlight several key trends worth watching:
– Global demand for appliances remains resilient, even in a competitive market.
– Component leadership gives Midea strategic leverage, especially as brands seek efficient, reliable supply chains.
– Robotics investment signals a long‑term shift toward smarter, more automated manufacturing.
– Export growth shows Midea’s increasing dominance in Europe, the Middle East, and emerging markets.
For retailers, manufacturers, and consumers, Midea’s trajectory suggests a future where appliances become more advanced, more efficient, and potentially more affordable as production technologies evolve.
Midea Outlines Strategic Role for Küppersbusch in Its European Expansion
Midea has offered fresh clarity on how Küppersbusch—its German premium appliance brand acquired last year—will fit into the group’s broader European strategy. According to Ralph Kobsik, Managing Director of Midea Europe GmbH, the company intends to keep Küppersbusch operating as an independent, premium‑focused entity.
The move signals Midea’s ambition to strengthen its presence in the high‑end appliance market, an area where Küppersbusch has long held strong brand equity. Rather than folding the brand into Midea’s mainstream portfolio, the company plans to preserve its distinctive identity, design language, and market positioning.
Kobsik confirmed that the initial strategic focus will be on refrigeration and built‑in appliances, two categories where Küppersbusch has historically excelled. New product designs will remain aligned with the brand’s established aesthetic, ensuring continuity for loyal customers and retail partners.
However, one major shift is already underway: production will not return to the former Essen facility, which has now closed. While manufacturing will be relocated, Midea emphasises that the brand’s design DNA and premium positioning will remain intact.
This clarification offers a clearer picture of how Midea plans to balance scale with exclusivity—leveraging Küppersbusch’s heritage while integrating it into a broader European growth strategy.
WhiteGoodsNow will continue tracking developments as Midea refines its premium‑market ambitions.
Midea’s new laundry solutions
Midea’s new laundry solutions aim to elevate washing and drying performance while reducing energy consumption.
The New 205 Series: Innovation at the Core
The 205 Series introduces several advanced technologies:
– Storm Wash: an extra‑large drum with five dynamic water flows that mimic hand‑washing
– Power Guard: boosts washing intensity without heating water, enabling up to 80% energy savings
– Energy Class A performance
These innovations ensure powerful cleaning with minimal environmental impact.
Next‑Generation Dryers
The new dryers feature:
– Advanced sensors that monitor drying progress in real time
– Optimized cycles for maximum fabric care
– Consistent, high‑quality results across all load types
Together, the new washers and dryers deliver a complete, efficient laundry experience
Midea also introduced two new refrigeration series
Midea also introduced two new refrigeration series—Eco Master and Chill Master—each addressing different consumer priorities.
Eco Master: Intelligent Energy Management
The Eco Master series integrates AI‑driven systems to optimize efficiency:
– AI EcoMaster: schedules energy‑intensive tasks at optimal times
– AI SilentSense: identifies quieter operating periods
– A‑class energy rating and ultra‑quiet performance
This line is ideal for consumers seeking sustainability without sacrificing convenience.
Chill Master: Maximum Capacity and Everyday Practicality
With capacities reaching 700 liters, Chill Master focuses on space and usability. Key features include:
– Auto Ice Maker producing up to 1.2 kg of ice daily, with 1.8 kg storage
– Infinite Shelf & Infinite Door Bin systems for flexible interior organization
Chill Master is built for large households and those who value adaptable storage.
Midea/Teka built-in launch
At the European Trade Conference in Venice, Midea showcased one of its most ambitious product portfolios to date, reinforcing its strategic push into the European market. The brand introduced major innovations across built‑in appliances, refrigeration, laundry care, and small domestic appliances—each designed to meet the evolving needs of consumers and industry professionals.
Built‑In Appliances: Three New Series for Every Kitchen Style
Midea’s built‑in category takes a significant leap forward with the launch of three new lines—Eleva, Ispira, and Essenza—each tailored to a different market segment.
Eleva: Premium Performance Meets Contemporary Design
Positioned at the top of the range, the Eleva series blends advanced technology with refined aesthetics. Key features include:
– TasteXpress®: a high‑temperature grill system for fast, crispy results
– XpressControl™: precise temperature management down to 30°C
– Control On‑the‑Go: remote operation via the SmartHome app
– Modern design with touch UI and a side knob for intuitive control
Eleva is engineered for consumers who want both high‑end performance and a sleek, modern look.
Ispira: Versatility and High Performance
The Ispira line focuses on flexibility and speed, making it ideal for dynamic, everyday cooking. Highlights include:
– XpressFry™: a 360° hot‑air system for crispier textures
– XpressCook: up to 2500 W of power to cut cooking times
– Dedicated pizza function for expanded culinary possibilities
Ispira is designed for households that value performance without compromising versatility.
Essenza: Accessible Quality
For a more budget‑friendly segment, Essenza delivers solid performance with:
– XL cavity capacity for larger dishes
– Even‑Pro Technology ensuring uniform heat distribution
Essenza offers reliable functionality at an accessible price point.
Midea Unveils Miro U: A Next-Gen Humanoid Robot Set to Revolutionize Smart Manufacturing
Midea is pushing the boundaries of industrial automation with the unveiling of Miro U, the third-generation model in its humanoid robot series. Confirmed by Wei Chang, Midea’s Vice President and CTO, Miro U represents a significant leap forward in robotics innovation—designed and developed entirely in-house by the company’s R&D team.
At the heart of Miro U’s capabilities are its six bionic mechanical arms, engineered for high-precision control and rapid end-effector switching. This modular design allows the robot to seamlessly adapt to a variety of tasks on the production line. It also boasts vertical lifting and 360-degree in-place rotation, giving it exceptional flexibility and range of motion in confined industrial environments.
Looking ahead, Midea plans to deploy Miro U at its high-end washing machine factory in Wuxi by the end of 2025. The robot is expected to deliver measurable gains in operational efficiency, including a 30% improvement in production line adjustment speed and enhanced takt time performance—a key metric in lean manufacturing.
With Miro U, Midea is not just automating tasks; it’s redefining the future of smart factories
Midea’s Q3 Surge Signals a New Era for Smart Living in Europe
Midea has just wrapped up an extraordinary third quarter, marking a pivotal moment in its global journey—and nowhere is that momentum more tangible than in Europe.
🚀 Q3 Highlights:
– Revenue: RMB 363 billion
– Profit: RMB 37.8 billion
– B2B Growth: Now accounts for over 30% of total revenue
– Overseas OBM Business: Up 45% year-over-year
These figures reflect more than just strong financials—they signal a strategic shift. Midea’s transformation from “Made in China” to “Created by Midea” is accelerating, powered by a robust global brand strategy and a surge in overseas demand.
Europe: A Frontline for Innovation
In Europe, Midea’s evolution is unfolding in real time. The region is witnessing:
– Deeper customer partnerships that foster trust and long-term collaboration
– Localized innovation tailored to European lifestyles and sustainability goals
– A stronger brand presence across key markets, from appliances to smart home solutions
This isn’t just growth—it’s a redefinition of what smart living looks like. Midea is not only delivering cutting-edge products but also shaping the future of home technology through meaningful engagement and regional relevance.
As Q4 begins, all eyes are on Europe as Midea continues to push boundaries and set new standards in the white goods industry.,
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