Although Midea Building Technology has not publicly revealed the name of the "new brand", Midea official frequently uses "encountering the 'Kun' as big as" to compare the new life of the new brand of water machine this time. Therefore, it may be predictable that this new brand is related to "myth" and "ocean". At that time, Midea Building Technology will invite its dealers across the country and experts and scholars in the HVAC industry to witness the new brands and new products of the water machine series products.
For Midea, the release of every new brand is a technological upgrade. In 2019, Midea named its magnetic levitation series centrifuge unit after "Sinan", breaking the history of long-term monopoly of magnetic levitation core technology by foreign capital. An image of "Sinan" also commemorates the breakthrough in China's water machine central air conditioning magnetic levitation centrifuge unit technology. In 2021, Midea released the new digital elevator brand "LINVOL", positioned as an "elevator full life cycle management expert", and plans to achieve breakthroughs in the three major stages of "elevator full life cycle management" to create a safer and more comfortable elevator ride experience for users.
The release of new brands and strategic new products reveals Midea's ambition to "diversify" and "specialize" in the water machine field. It is understood that after decades of research and development, Midea has successively launched three series of highly efficient and energy-saving products, namely, magnetic levitation frequency conversion centrifuge, high-efficiency frequency conversion direct drive centrifuge and dual-stage full-falling membrane centrifuge. The single-mechanical cooling capacity range is from 70RT to 3200RT, which is the most comprehensive in the industry. In 2021, Midea's annual production and sales volume exceeded 1,000 units. This year, Midea's annual production and sales volume will soon exceed 1,600 units, using data to announce the new mileage of Midea's central air conditioner.
As the core product in the water machine field, centrifuge is more in line with the country's dual-carbon strategy due to its high energy efficiency and small size. In the future, with the continuous growth of opportunities for market transformation space, Midea will also develop more diversified in the field of chiller . This Midea Water Machine Press Conference will not only bring the birth of a new brand of water machine, but also the display and release of new water machine products and new platforms. According to relevant information on the press conference, Midea may further make efforts in platform fields such as air suspension and magnetic levitation. While reducing the cost of magnetic levitation, it will expand to the field of gas levitation, achieve a two-way breakthrough in gas levitation and magnetic levitation, and gradually drive the transformation and upgrading of the market, and use high-energy-efficient and low-maintenance magnetic levitation and gas levitation to replace the screw machine series products with strong technical substitutability.
Mide Building Technology Marketing Department Director Xie Cuihua also said: "The release of the new brand indicates that Midea will continue to work hard in the breadth and depth of the building technology field. In terms of breadth, Midea Building Technology will make up for its products and professional capabilities, and introduce more ecological partners to create the future through business expansion; in terms of depth, the birth of a new water machine brand is a major measure for Midea to deepen its vertical field. I believe that the new brand will not only bring new cognition, but also have professional intellectual output. In the future, we hope to convey the value proposition of "technology, professionalism, efficiency, and green" to the industry through brand division, so that the outside world can see Midea's products and capabilities in the subdivided industries."
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