According to the report released by Chnbrand in 2018, Midea's rice cooker brand power index ranks first and has a pivotal position in the industry. In the 2014 evaluation of the Hong Kong Consumer Council, Midea's traditional rice cooker MB-YH30G received a recommendation of four and a half stars (out of five stars) in the overall rating, and the overall performance was good.
 
Midea did not favor one over the other when laying out the rice cooker market, but treated the chassis heating rice cooker and IH heating rice cooker equally, the styles launched are comparable, and the market positioning is mainly biased towards ordinary consumer groups, in line with the brand's always cost-effective characteristics, its IH rice cooker price dropped to 450 yuan, and the traditional rice cooker is as low as 200 yuan, compared with the Japanese rice cooker pricing of tens of thousands of yuan, it is obviously more in line with the domestic consumption environment.
 
However, the main mass market strategy has also brought certain obstacles to the development of Midea's high-end product line, Midea is now difficult to take off its own cost-effective label, its high-end model MB-FZ4086 is priced at about 3000 yuan, and the Zojirushi basic model is the same, the configuration is significantly higher, not only equipped with multi-stage IH heating technology, the built-in titanium kettle liner is also up to 3mm thick, both the heat storage performance and the heating area have been greatly improved, but it still has not won the favor of the market.
 
The Midea that shouted "Explore the Impossible" Slogan obviously did not give up its high-end dream, and its MB-PFZ4003 and MB-PFZ3503 are important high-end models, with prices of 4000 yuan and 7000 yuan respectively, which is undoubtedly a benchmark for Japanese high-end products. In addition to the IH ring heating technology, both models have a pressurization technology with a maximum pressure of 1.25 atmospheres, which realizes repeated boiling in the pot through regular changes in pressure, so that the water is more fully integrated into the rice grains, so as to cook the rice with moisture and plumpness.
 
Unfortunately, limited by the current consumption tendency of consumers, Midea's mid-to-high-end products have failed to reverse the situation that Japanese IH rice cookers dominate the market, and most users obviously prefer Midea's models below 1,000 yuan. Although it is not equipped with the "titanium kettle" inner tank with a thickness of 3mm of Midea's thousand-yuan model, and the heat storage capacity is slightly inferior, the WFZ5099IH, which costs about 550 yuan, is still the first choice for Midea's IH rice cooker. In comparison, MB-FZ2001 and MB-FB40Star701 are about 200 yuan higher, MB-FZ2001's selling point is touch screen control, but the capacity is only 2L, suitable for single users. The MB-FB40Star701's operation panel is a "button LCD screen", with a 4L capacity liner, a rich preset cooking menu, whether it is a fast-paced office worker or a "gourmet" who pursues the ultimate taste, you can find what you need. The 24-hour reservation function provides users with the convenience of leisure while cooking.
 
The price range of Midea's traditional chassis heating rice cooker is 150-350 yuan, mainly using citrine liner, the thickness is not high, and 1.5mm can also achieve full heat conduction. The thermal effect pattern of the inner tank is arranged in a honeycomb shape, which can enhance thermal convection, and the thermal efficiency is better than that of the traditional planar inner tank. Although mechanical rice cookers have gradually faded out of the market, Midea still launched two products, priced at more than 100 yuan, which can cook rice by pressing the on/off button, which is convenient for users with elderly people.