Midea is the largest manufacturer of white goods in China, and many users may use its refrigerators, washing machines, air conditioners and other household appliances at home. Midea Lighting is a wholly-owned subsidiary of Midea, established less than 10 years ago, from the Midea Group merger and acquisition of Guiya Lighting, in 2015 changed its name to Jiangxi Midea Guiya Lighting Co., Ltd. Products, the main business includes lighting and electrical products.
 
Compared with the traditional lighting enterprises with a history of dozens or hundreds of years, Midea Lighting can only be regarded as a halfway home, but Guiya Lighting itself is China's largest energy-saving lamp, LED R&D, manufacturing and export base, a national key high-tech enterprise, the foundation is not bad, the starting point is high, so the development is very rapid. In 2016, Midea's lighting sales increased by 35% year-on-year, and its revenue in 2017 reached 860 million yuan, ranking 42nd in the top 100 of China's LED lighting industry in the same year, located in the second echelon.
 
In the "Top Ten Lighting Brands Online Word-of-Mouth Monitoring Report (2017)", Midea ranked eighth, mainly because the brand popularity score is low, so there is still great room for improvement. It is worth mentioning that although Midea's brand reputation score in the "Report" is not high, from the user's evaluation and feedback, the reputation of its bulb LED light is quite good, and it is called a conscience product by many users.
 
Backed by the big tree of Midea Group, Midea lighting has obvious advantages in channels, with more than 2,000 distribution outlets, more than 40 provinces and cities across the country, but different from the common multi-level agent distribution model, Midea implements the operation center mechanism, the operation model is based on the county, one county generation, this model can optimize the allocation of resources such as inventory and replenishment while avoiding vicious competition in the same region, and indirectly reduce costs.
 
Like most local lighting companies, Midea is located in the downstream of the LED industry chain, and signed a strategic cooperation agreement with Jinko Electronics and Ruifeng Optoelectronics in 2014, so LED chips should be provided by these two. In terms of production, Midea has three major bases of light source, lamps and electricians in Guixi, Jiangxi, with an annual production of 200 million LED lamps. In recent years, in addition to increasing investment in the improvement of the automatic production line of conventional bulb/ceiling lamp, Midea Lighting has also cooperated with Xiaomi to launch the dual-intelligence strategy of "smart home + intelligent manufacturing" and lay out the smart home market.
 
In terms of specific products, Midea only has conventional bulbs, light sources and other light source products, and there are no special categories, the unit price is basically no more than 2 yuan/watt, and the unit price of slightly larger products is even only 1.3-1.5 yuan/watt, which is lower than the local brands NVC and Opple, and it is a brand with high cost performance on the market.
 
It is worth mentioning here that the bulb LED has always been called conscience, the power of this model ranges from 3W to 15W, which can basically meet all kinds of space lighting, except for the 3W light efficiency of 70lm/W, the rest are above 80lm/W, which is above the average line. Midea LED bulb has two generations, namely the first generation of BPZ-*-757 and the second generation of BPZ-*-857, * represents the luminous flux, depending on the power is different, the color temperature of the two generations of products is 3000/5000K, the second generation has a higher color rendering index while slightly reducing the luminous flux, so BPZ-*-857 is more recommended.
 
This product is the lowest price entry product in the product line of the United States, but even so, it still has a constant current drive power, no video flash, and adopts an aluminum substrate heat dissipation scheme, which is better than the plastic-clad aluminum heat dissipation scheme on the market, so it has always been called a "conscience product" by users.