Midea joins hands with Schott, Germany to create a white kitchen integration

China's home appliance manufacturer "Midea" has successfully provided a variety of advanced products in China. Midea is looking for a technological solution that meets its complex design needs, including new design and printing options, as well as color matching of different home appliances to meet the current “set of design” trends. Midea and Short's technology and R&D team have worked closely to find the best solution – design and manufacture with glass.

challenge

China's home appliance market is rising

For the home appliance market including ice washing, kitchen appliances and color TV, the online retail sales in 2017 reached 175.9 billion yuan, of which the retail sales of kitchen appliances reached 23 billion yuan, a year-on-year increase of 55%. In the context of double-digit growth and tens of billions of sales, home appliance manufacturers need to stand out from the competition with new and unique features.

(Source: GfK - 2017 China Electronics Appliance Industry Report)

In China, after 80s and 90s, it has become the main consumer group. Their high requirements for product quality are also reflected in the high-end trend of the home appliance market.

According to the survey, more than 40% of Chinese consumers are willing to pay for high-end appliances.

(Source: Quotes news.cheaa.com)

Uniform color and matching style are becoming the mainstream of home appliances. Among them, white products are more and more popular and significantly higher than other color systems. The preference rate of white homes in first- and second-tier cities is 70%.

(Source: CBNData - Insights into China's Home Style Consumer Preferences)

Midea, as a leading domestic appliance company, has an insight into this market demand and hopes to take advantage of this opportunity to enhance Midea's brand image in the high-end home market. In mid-2017, Midea is committed to the development of new kitchen appliances, including challenging designs and colors, and a delicate pattern on the control panel.

In addition, Midea also wants to launch a series of home appliances that match the white to cater to the trend of “set-up design”. The challenge of this design is to present the same white color with different thicknesses and sizes of glass. Midea has encountered bottlenecks in this technology and needs strong partners to solve this problem, and hopes to further reflect the high-grade design level while solving technical problems. To this end, Midea seeks feasibility and technical support from SCHOTT.

Innovation

The SCHOTT Flat Glass Technology team accepted this challenge with its broad technical field and long-standing expertise to meet the requirements of Midea. After months of internal upgrades and testing, SCHOTT responded to this challenge by successfully solving technical challenges with the support of its powerful color mixing and printing technology.

Provide multi-color solutions - rich colors and designs to suit different fashion trends and requirements

High quality, durable - excellent resistance to high temperatures and chemicals

character

“When we develop the latest kitchen appliances for the Chinese market, we hope that the colors of all products will look uniform – because we are pursuing excellence and therefore do not accept any color difference. With the technical support of SCHOTT, we are able to produce our The product that the designer envisioned." - Joe Zou, representative of Midea

“Midea recently contacted us and made a challenging request. Through our communication with our Sino-German global technical team, we successfully delivered the requirements of Midea.” — Sam Zhou, SCHOTT Account Manager, Glass Technology (Suzhou) Co., Ltd.

Next step

Glass surface with stainless steel appearance - SCHOTT® MetalLook

Midea is also very interested in Schott's other unique technologies, such as MetalLook, which allows the glass surface to look like real stainless steel in addition to the advantages of glass. This multi-level feature helps to diversify the design and reflect the feeling of a high-end tasteful home. In addition, Midea's brand Toshiba and joint venture brand AEG glass cookers, which have been launched in China, use SCHOTT's tempered glass materials – all of which are marked with the SCHOTT® trademark. Midea and Short have solemnly promised to have more cooperation in China in the future. Stay tuned...

Insulated Copper Tube Terminals

Insulated Copper Tube Terminals,High quality insulated terminal,copper tube terminal

Taixing Longyi Terminals Co.,Ltd. , https://www.longyicopperterminals.com