Midea Lighting Presents at The 136th Canton Fair

The 136th China Import and Export Fair (Canton Fair), held in 2024 under the theme "Serving High-Quality Development, Promoting High-Level Opening Up," attracted worldwide attention. Midea Lighting presented under the theme "Lighting Up the Future with Intelligence," showcasing its latest technologies and trends in the smart lighting sector, offering diverse lighting product solutions to domestic and international clients.

Innovative Products Lighting Up the Future

At the fair, Midea Lighting highlighted its four major product lines: lighting, switches & sockets, ventilation fans, and smart door locks. The new technologies, innovative products, and application scenarios successfully attracted significant interest from buyers worldwide.

The exhibition featured innovative new products from the entire lighting and electrical equipment platform and smart systems. Combining advanced technology with aesthetic design, these products achieve energy conservation and environmental protection, offering higher brightness, lower energy consumption, and a longer lifespan, fully reflecting Midea Lighting's commitment and contributions to green initiatives.

Midea Lighting has achieved remarkable success in recent years through the implementation of its global strategy, primarily driven by the following three initiatives:

• Expanding Own-Brand Channels

Midea Lighting has prioritized building its own brand presence overseas. Before 2019, overseas revenue from its own brands accounted for less than 10%. Beginning in 2021, Midea Lighting targeted regions like Africa and the Middle East with a strategy focused on its own brands and mid-to-high-end positioning. After nearly three years of international expansion, own-brand business now constitutes over 90% of its overseas share, covering key markets in Southeast Asia, the Middle East, Africa, and Latin America.

• Significant Growth in Developing Markets

Leveraging the Regional Comprehensive Economic Partnership in ASEAN and China-Africa cooperation under the "Belt and Road" initiative, Midea Lighting has implemented an operational strategy of "Product Upgrading, Channel Expansion, and Comprehensive Retail." By strengthening core R&D and technology commercialization, it has deepened its presence in Asia, Africa, and Latin America, establishing strong overseas channels for its lighting and electrical products. This has enabled the company to reap the benefits of sales volume growth and business diversification from its own brands in these regions.
As of September 2024, total annual orders had increased by nearly 70% compared to the previous year, with new regional clients accounting for over 30% of the total. Moving forward, Midea Lighting will continue optimizing its product portfolio, enhancing supply chain and service efficiency, and deepening market operations and channel development to achieve rapid breakthroughs.

• Developing Localized Products and Operations

Midea Lighting remains steadfast in promoting product localization. User-centric, it deeply understands local consumer needs to create tailored products and marketing strategies. Through this localization strategy focused on user requirements, Midea Lighting has been developing new platform products: In Africa, addressing unstable power supply and coverage, coupled with long rainy seasons and humidity, it launched solar floodlights and street lights with a full IP65 rating for outdoor use. In the Middle East, catering to local user habits and preferences, it developed a full-size COB anti-glare downlight that operates long-term in environments up to 45°C with an efficacy of 120 lm/W. In the Philippines, to adapt to the local two live-wire circuit system, it introduced a new generation of light sources and floodlight series.

In 2024, Midea Lighting comprehensively upgraded its product structure and packaging image, effectively driving the implementation of product, channel, and brand marketing strategies, winning recognition from local consumers and increasing market share.

Midea Lighting will continue to uphold the philosophy of "Technological Innovation, Green and Environmental Protection," introducing high-quality, innovative products that meet international market demands, providing global users with superior lighting products and services, and lighting up a better life for every household.