Midea Group, a global leader in smart appliances, presented a suite of smart home appliances at IFA 2024 under the theme, ‘Friendly Innovations for Home’, with a number of kitchen, refrigeration and laundry products slated for launch in Australia from Q1 2025.

In an exclusive interview with Appliance Retailer, Midea Australia and New Zealand General Manager, Jason Zhao explained the product roadmap and strategy for the local subsidiary in 2025.

In the refrigeration category, Midea’s focus will be on energy efficiency and offering different platforms from built-in, side by side, multi and French Door configurations to top and bottom mount options.

“We anticipate launching an 8-star energy efficient side by side model in Q1 2025 and based on its specifications and dimensions, we feel that it’s perfectly placed for the Australian market. In line with design trends, the option of a stainless steel or graphite finish will be a real drawcard for consumers,” Zhao said.

Built-in refrigeration will also represent a significant focus for Midea as the segment enjoys positive momentum and growing popularity in the Australian market.

“We can now provide several options including the Slot-Built-In refrigerator with adjustable height and interchangeable door panels that allows users to customise the fridge to naturally blend with any décor style.”

In the laundry category, the Midea strategy will focus on a simple but effective ‘good, better, best’ tiered approach.

“With a focus on a family look, an important aspect of this range is that every washing machine will have a matching heat pump dryer.  For example, our 8kg, 9kg and 10kg front load washing machines will have a single matching heat pump dryer,” Zhao said.

“With a new flat look design, Midea strives to create products that effortlessly complement modern homes to match everyone’s unique style of living.

“Available in white or graphite, all products can be stacked using a simple accessory. The hero products in the range will feature a completely different user interface, including Wi-Fi connection, auto dosing, touch screen display and dial, as well as an extra-large porthole with fully reversible doors.”

In the dishwasher category, Midea is looking to introduce stylish and functional home-friendly designed models that include freestanding, built-under and integrated models.  

“Highlighting our unique features and benefits, a real standout will be the new Ultra Realistic touch screen offering luxurious style with radiant colours, vivid icons, and effortless control. Freestanding models will be available in white, stainless steel or graphite and feature a third loading rack,” Zhao said.

“IFA 2024 was a huge success for Midea. We had the opportunity to showcase our extensive range and brand portfolio with positive feedback received from visitors walking through our stand and interacting with our products.

“Midea believes in providing surprisingly friendly solutions by adopting a consumer-centric and problem-solving approach. Going above and beyond for the future, constantly exploring, and inventing to meet the ever-changing demands of consumers, enabling them to ‘make yourself at home’.”