Chinese appliance manufacturer Midea's PortaSplit air conditioner is experiencing remarkable popularity in Europe. Local media reports indicate that the demand for the PortaSplit is unprecedented.
In Germany, some consumers have driven hundreds of kilometers to purchase the PortaSplit from stores with available stock. A paid website has even emerged to provide real-time inventory updates. In certain countries, resellers are offering the product at two to three times its original price due to shortages. Social media in Europe is filled with user testimonials stating, "This was the best investment of my life" and "I don't know why I waited so long to buy it." Most European retailers are currently out of stock.
Midea did not anticipate such success. Since June, the company has received an additional 170,000 orders at its factories in China. Midea reported that air conditioner sales in Western Europe, including Germany, France, the UK, and Spain, increased by over 70% in the first half of this year compared to the previous year.
The success of the PortaSplit is not solely attributed to the heatwave; the product was specifically designed for the European market.
The PortaSplit can be installed without drilling holes in walls. It features a window bracket that allows the outdoor unit to be mounted outside the window. The refrigerant piping connecting the indoor and outdoor units is designed to be thin and wide, ensuring that the window can be closed without issues. In Europe, homeowners must obtain permission from local authorities to drill holes in walls.
Consumers can install the unit themselves, eliminating the need to pay for expensive installation services. In France, the refrigerant was reduced to 1.99 kg to avoid the requirement for professional inspections, which apply to amounts exceeding 2 kg. The product also meets European regulations for nighttime noise and energy efficiency.
Midea operates an R&D center in Germany and a design center in Italy. After developing the product, manufacturing takes place in China. During the development process, Midea's R&D team visited local homes and conducted consumer surveys repeatedly. They improved the window bracket design multiple times to accommodate the different window styles across countries, using the preferred installation methods of European consumers as a starting point. The product was designed with consideration for France's refrigerant regulations, Germany's noise standards, and Switzerland's energy efficiency criteria.
This approach reflects a shift from simply selling products made in China to creating solutions tailored for European needs, leveraging China's manufacturing capabilities. Chinese netizens believe that Midea's overseas sales, legal, and design teams all deserve special bonuses for their efforts.
While many appliance companies operate in Europe, Midea has successfully addressed consumer pain points that European firms have not. This achievement undoubtedly stems from the dedication of the technical teams focused on problem-solving.
Although the heatwave in Europe has driven sales of the PortaSplit, the product's competitiveness, rather than the climate, has led to the shortages. This once again demonstrates that the competitive edge of Chinese manufacturing is no longer solely based on low prices.
* This article has been translated by AI.
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