Midea has solidified its presence in Mexico over 17 years, expanding its infrastructure and strengthening its brand positioning. During an immersive event in Mexico City, the company showcased its innovations in the Smart Home segment and shared its vision for the future of the market. We spoke with Elizabeth Calvillo, senior marketing Manager of Midea Mexico, Central America, the Caribbean, and the Andean Region, about the challenges and strategies to consolidate the brand in the country.
Midea Group is the global leader in manufacturing and selling home appliances. According to their figures, 1 out of every 2 air conditioners are made by them. According to BusinessWire, in 2023 it achieved record financial results, with revenues of RMB 373.7 billion (50 billion US dollars), an annual increase of 8.1%. Net profits increased to RMB 33.7 billion (4.65 billion US dollars), an increase of 14.1%, the largest since 2019. Their “global impact” strategy drives this, with more than 40% of sales in international markets in more than 200 countries. Midea’s global presence is expanding with new manufacturing bases in several countries, including Mexico.
The company dominates key markets, with 45% of the global air conditioning compressor market, 40% of air conditioning motors, and 22% of washing machine motors. Their new energy automotive parts experienced a 400% increase in shipment volume, reaching 750,000 units. Strategic acquisitions in energy storage, such as the formerly independent company CLOU Electronics, are diversifying its portfolio. KUKA, their robotics subsidiary, experienced record revenue and orders, ranking second globally in heavy robot sales. Midea’s R&D investment exceeded RMB 14.5 billion (US$2 billion), with more than 23,000 researchers, generating more than 28,000 invention patents.
A Year of Growth and Expansion
In 2024, Midea made significant investments in marketing and channel expansion. The strategy focused on strengthening the brand’s presence across various retail points and launching campaigns that deeply resonated with consumers.
“Last year, we made tremendous efforts in marketing, which, thanks to our sales, we achieved. It was truly a pivotal year for us in terms of sales. To give you an idea, I can say that 90% of retailers in Mexico now carry Midea’s product line. You can find refrigerators, washing machines, microwaves, air fryers, stoves, grills, air conditioners—basically, anything you need for your home, Midea has it,” Elizabeth Calvillo told Portada.
This growth was supported by a comprehensive campaign that included ATL and BTL strategies, such as billboards, radio spots, magazine ads, and pop-up store activations in shopping malls. Additionally, the brand is inaugurating a 36,000-square-meter warehouse in Texcoco, reinforcing its infrastructure to continue expanding.
Consolidating Midea in the Mexican Market
Despite the brand’s long-standing presence in the country, one of the main challenges is establishing itself as a benchmark in the home appliance and technology segment. For Elizabeth Calvillo, this challenge is a constant source of motivation:
“Absolutely. I’m very excited about this challenge, and I’m confident that in a very short time, this brand will be one of the most recognized in Mexico and globally for both home appliances and air conditioning, both residential and B2B.”
A key pillar of this consolidation is the expansion of distribution and sales channels, aiming to bring the brand closer to more consumers and ensure its accessibility across various points of purchase.
“Look, the truth is that we will be present in all channels selling our products, making brand recognition much easier for consumers. And of course, the product will speak for itself. In addition to all our marketing efforts, word-of-mouth recommendations will be the turning point that makes people prefer us. We offer not only quality products but also products that will last for many years in their homes. That’s what we want—products that aren’t disposable but are durable and reliable.”
“We’re going to be present in all types of channels selling our products, which will make brand recognition much easier for consumers.”
Innovation and Customer Service
Midea’s differentiation in the market also lies in its commitment to technological innovation and comprehensive after-sales service. Over the next two years, the brand will open new customer service channels and a spare parts division, reinforcing its commitment to quality and durability.
Calvillo emphasizes this: “Honestly, I’ve been in this industry for many years, and it wasn’t until I joined Midea that I realized the full scope of what this brand offers. We have numerous factories, research centers, and, above all, the quality that consumers not only deserve but need.”
Marketing Strategies for the Future
The next two years will be crucial for Midea in Mexico, with the goal of strengthening its presence and improving consumer perception. Midea’s marketing strategy focuses on understanding customer needs and translating them into accessible and functional solutions.
“We’re going to make every effort to execute 360-degree campaigns. We’ll stay very close to the consumer’s needs, not just the buyer’s, and we’ll ensure those needs are met with products at a convenient price so that everyone can access them.”
“We’re going to make every effort to execute 360-degree campaigns.”
Midea’s Connection with Soccer
One of Midea’s key positioning strategies has been its sponsorship of Manchester City since 2020, which has allowed the brand to engage with consumers through sports. The brand has taken buyers to watch matches and conducted various promotional activities.
“The passion for this sport—if you could see how passionately and enthusiastically we work at Midea, it’s one of the things I value most about working here. Everything you’re seeing now is a testament to that. We give it our all, just like players on the field striving to score a goal. And we’re going for every goal,” Calvillo concluded.
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