The cultural adaptability behind Midea's air-conditioning overseas ideas

顾盼，F5

Midea’s two new air-conditioning products, Midea U and Breezeless, were launched according to the habits and characteristics of audiences in the North American and European markets. In terms of creativity, it is necessary to effectively convey the usefulness of the product to local consumers and successfully attract their attention. For a Chinese brand, it must be in place in terms of meticulous workmanship and the exploration of the basic level of cultural values.

This article is part of Spotlight China's latest series focusing on Chinese brands going global. Click to go to the topic page to read more about it.

Case Details

Brand: Midea air conditioner

Brand Owner: Midea

Main Agency: F5

Market launch: North America, Europe

Industry: Household Appliances

Media channel: online video

case summary

In the North American and European markets, Midea Air Conditioning launched innovative air-conditioning products based on local specific needs. By releasing video commercials, the film uses cultural symbols that are unique to the local area found after in-depth insight,...

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