Chongqing, China — October 11, 2025 — Midea, a global leader in home appliance and smart technology, successfully hosted the 2025 Midea MEA Partner Conference in Chongqing, China, under the theme "Brave the Waves." The annual gathering united distinguished partners and distributors from across the Middle East, Africa, and CIS regions, to celebrate success, foster deeper collaboration, and unveil the strategic roadmap, and product lineup for the future.
The conference marked a key milestone in Midea's ongoing mission to strengthen its international partnerships and reinforce its position as a trusted global brand committed to quality, performance, and consumer-centric design.
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Empowering Partners to Brave the Waves
The event opened with an inspiring message from MIB(Midea International Business) management, emphasizing the importance of partnership and resilience in navigating a rapidly evolving global market. The leadership team reflected on the company's strong performance across MEA and CIS regions and its strategic focus on sustainability, smart solutions, and future-ready technologies.
The theme "Brave the Waves" symbolized Midea's ambition to lead through innovation, and agility, while continuing to empower its partners with innovative products, strong marketing support, and seamless business
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Driving Innovation Across Product Categories
The 2025 conference showcased a new era of product advancements across Midea's major business categories. The lineup reflected Midea's commitment to redefining modern living through intelligent design, energy efficiency, and convenience.
- Next-Generation Refrigeration Solutions: Midea unveiled its latest series of smart and energy-efficient refrigerators designed for superior cooling performance, advanced food preservation, and sleek modern aesthetics.
- High-Efficiency Laundry Solutions: The latest washing machines introduced at the conference featured advanced cleaning technologies, improved water and energy efficiency, and enhanced fabric care systems.
- Smart Cooling Innovations: Midea's newest residential air conditioners were presented as part of its next-generation comfort line, combining high performance, quiet operation, and intelligent climate control.
- Modern Kitchen Solutions: Midea also introduced new dishwashers and built-in kitchen appliances that bring style, ease, and hygiene to everyday life — designed for both performance and elegance.
- Small Home Appliances: Compact yet powerful, Midea's expanded small appliances lineup, including air fryers, microwave ovens, and cordless vacuum cleaners, embodies the brand's mission to make life easier and happier through innovation.
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Celebrating Global Partnerships That Inspire Performance
As Midea continues to expand its global presence, we are proud to celebrate our growing portfolio of sports collaborations. Our recent partnership with the Asian Football Cup marks an exciting step in connecting innovation with passion, reflecting our shared commitment to teamwork, performance, and excellence.
Building on this momentum, Midea also proudly partners with the African Cup of Nations (AFCON), strengthening our engagement with one of the most dynamic and passionate fan communities across the continent.
These partnerships complement our ongoing global association with the Manchester City Football Club, where Midea continues to showcase how smart technology and sports can come together to inspire fans and customers alike.
Looking ahead, Midea aims to continue expanding its footprint in the world of sports through upcoming collaborations that celebrate innovation, culture, and unity — reinforcing our belief that sport is a powerful bridge connecting people everywhere.
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Celebrating Partner Success
The conference also served as a platform to recognize and reward Midea's most outstanding partners for their contributions to regional growth and brand development. The awards ceremony honored excellence across multiple categories, including Emerging Alliances, Strategic Retail Partnerships, Legacy Partner Recognition, Consumer Champions, Display Legends, and Trailblazer Awards for highest business growth.
The highlight of the evening was the Best Strategic Partner Award, celebrating long-standing partnerships and exceptional performance that have driven Midea's continued success in the region.
These recognitions underscored the company's belief that every business milestone is made possible by trust, collaboration, and shared success.
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Learning from Market Success
A key highlight of the conference was the "Best Practice Sharing" session, where leading partners from across regions shared their market experiences and success stories.
These presentations reflected how collaboration, localized strategies, and innovation continue to drive Midea's regional success across the MEA and CIS markets.
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Looking Ahead
In the closing remarks, Midea's regional leadership emphasized the company's vision to further strengthen its market presence through innovation and collaboration. The company reaffirmed its dedication on developing smarter, more sustainable home solutions that enhance quality of life while driving commercial success across all markets.
The conference concluded with a symbolic group photo under the rallying call "Brave the Waves," capturing the unity and ambition that define the Midea MEA family. The evening continued with networking sessions, dinner, and live entertainment, closing a memorable event that celebrated progress, innovation, and partnership.