Posted: 10.09.2019

Breezeless and Breathless -
Midea @IFA2019 in Berlin, Germany

While 7.928 micro-holes of Midea’s flagship product will give you a breezeless feeling at home, more than 200 products across 49 product categories will take your breath at the Midea booth at hall 5.1. @IFA Berlin


06th September 2019 – Berlin, Germany – Midea, since July 2019 #312 of the Fortune Global 500 list is the world’s largest major home appliance producer and world’s #1 air-treatment company. At IFA Berlin 2019 the company has doubled its booth size and exhibits more than 200 products across 49 product categories.

Among the 2019 heros you will find:


The Midea BreezeleSS is equipped with TwinFlap™. The two opposite flaps can evolutionarily deflect, bent, and even spoil the airflow to be able to soften the harsh airflow, providing multiple levels of softness as you want without a noticeable breeze. All 7,928 micro-holes on the two deflector flaps are designed to turn the air current into thousands of tiny strings of cool air moves in all directions. The matrix softens the airflow to the point where you can barely feel it, leaving you purely the cool.


Week-Long Fresh 

Enjoy a better taste and live more convenient and healthier life with Midea’s week-long fresh technology. Week-long fresh space impresses with a breakthrough intelligent cooling technology that keeps especially meat and fish fresh for a week without being frozen. Ice crystals are minimized into 50nm which will not damage the cells and texture and hence, make it last longer - but more importantly keep its optimal taste.



The Midea SpaCare concept is to have 70℃ heated steam treating your clothes for 15-30 minutes before the main washing program. The main advantage of Midea’s SpaCare is to 99.99% sterilize and de-odorize the laundry. Additionally, the overall cleaning performance is improved significantly, especially when washing with cold water (≤20℃).


Biggest Dishwasher

Next to Midea’s @IFA2018 launched world’s first and design award winning double drawer dishwasher, this year’s star is G1, our first dishwasher having space for a full 16 place settings. No party is too big for it to handle.


Smallest Blender

Good news for your limited Kitchen counter, with Midea’s MJ-BL1883 you will have the smallest possible base for maximum space-saving in your kitchen. On top, this powerful multi blender’s slim body is equipped with a BLDC motor which also reduces vibrations and noise within 70 db.


Midea’s Youth Family

For the first time at IFA this year Midea also presents its “Youth Family” dedicated to our youngest consumers looking for a beautifully clean design equipped with affordable high quality entry model products for their very first home.



Award Winning Red Retro Collection

Also new this year is Midea’s beautiful and iF Award Winning Red Retro Collection.


“Consumer’s needs are diverse and different. They are always looking for innovations, but more importantly they are looking for something that fits their home and their needs.” said Sophie Shao, CMO Midea International Business “equipped with the capability to innovate, design and produce such a huge variety of products, Midea’s home appliances portfolio can serve all the different needs of our consumer around the world.” 


“Being myself a Berliner, every year I am very excited to come to IFA and show the world the latest Midea products. This year again, we had to double our booth size to be able to show our full product portfolio.” said Brando Brandstaeter, Head of Global Brands & Communication at Midea “While every Chinese household is equipped with 4-5 Midea products, on a global level, our brand is still fairly young. However, we come equipped with globally 17 innovation centers and immense manufacturing capabilities. As one of the world’s biggest home appliance’s companies, Midea globally sold over 375 million products last year.”



About Midea


Midea is one of the world’s largest home appliances companies. The Midea brand is one of the core businesses of Midea Group, a Fortune 500 company ranked #312 in 2019.

Midea offers one of the world’s most comprehensive product ranges in the home appliance industry, specializing in air-treatment (commercial and residential solutions), refrigeration, laundry, large kitchen and cooking appliances, small kitchen appliances, water appliances, floor care and lighting.

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 demand of our consumers.

Midea’s globally 31 production facilities and over 150.000 employees in more than 200 countries and regions generated an annual revenue of more than USD 39.5 billion in 2018. Midea’s 17 worldwide innovation centers and the strong commitment to R&D have resulted in more than 26,000 authorized patents to-date.

The achievement has also been acknowledged by Euromonitor, where the company was recognized as: World’s #1 Major Appliances Producer[1], World’s #1 Air Treatment Company[2] and World’s #1 Small Cooking Appliances Brand[3].


Media Enquiries

Brando Brandstaeter
Midea Head of Global Brands & Communication
+86 186 8822 8676


Polka Yu


+852 9173 7736


[1]  “Source Euromonitor International Limited; Consumer Appliances 19ed, per Major Appliance category definition, producer volume in units, 2018 data.”

[2]  “Source Euromonitor International Limited; Consumer Appliances 19ed, retail volume sales in units, 2018 data”

[3] “Source Euromonitor International Limited; Consumer Appliances 19ed, per Small Cooking Appli-ances category definition, retail volume sales in units, 2018 data.”