Do you still remember a cute promotional advertising screen in 2017? The kitchen artifact that appeared in prime time CCTV advertising is US steam steaming machine. Steam contact surface is large, all-pervasive, combined with high temperature, high pressure, on the oil, bacteria, pests and other thorough kill, wash rate as high as 98.5%, is the beauty of the brand layout of high-end kitchen electric core patented technology. Steam steaming 'range hood, the United States has mastered the key to "difficult to clean difficult to clean" predicament, subversive industry and consumer awareness.

When a hood inspired by the high temperature cleaning of an aircraft engine is self-cleaning in the modern kitchen and in a tech-savvy laboratory, what it means to be inspired by technology is changing life. Was given a more visual impact.

In 2018, just as the first year of 2018, Midea's kitchen appliances displayed a brand-new attitude to the world through the new advertisement "2018 America's Steam Washing TVC --- Great Inventions." From February 13, CCTV-1 and CCTV-2 , As well as CCTV-News Channel and other seven major gold channels, advocating 'the invention of the kitchen for the United States' steam steam cleaner new TVC full on-line, with the majority of the audience to meet .This is the United States Group for two consecutive terms selected CCTV national brand TOP brand Strength representative.

Inspired by inspiration, the American steam cleaner, a self-cleaning range hood, came from an ad in the Great Inventions section of the US kitchen electricity company, in which the correlation between 'invention' and 'steam wash' It is the unrelenting pursuit of the United States over the years in consumer insight and technological innovation.

Open a new era of self-cleaning invention of the gene from innovation

With the conduction effect of domestic consumption upgrade, not only more and more smart products in Chinese kitchen, but also kitchen and electrical product upgrades are facing the demand of liberating manpower, convenience and high efficiency, which in turn forces enterprises to change themselves. Difficult and complicated housework liberated, changing manual cleaning for automatic cleaning, is the most urgent concern of the United States kitchen appliances.

As an industry leader who has cultivated the market for many years, Midea Kitchen Appliances Division, which has a history of more than 10 years, has accumulated rich technical know-how. Through research and development inspired by the high temperature cleaning of aircraft engines, after continuous exploration and trial, In 2013, we developed a deep and clean steam cleaning technology, which is unique to Midea's kitchen and electrical appliances.After being certified by the State Science and Technology Commission, Midea Steam Hood has 7 invention licenses, 28 utility models, 10 exterior designs, A total of 45 patents, in the domestic range hood cleaning technology reached the international advanced level.

Since then, Midea continues to ferment in the field of 'steam wash' invention to launch fine products. Midea Atrium series of European-style steam cleaner, Star Kitchen series of intelligent range hoods, generation after generation of high-end products equipped with steam washing market, by the market And users, so far, an aggregate of 2,250,000 steam cleaner products into the tens of thousands of households, driven by the United States in the kitchen, hood automatic cleaning market has accounted for 15% of the overall market share of hoods.

Can be said that the United States not only subvert the wisdom of the smart steam hand-washing cleaning methods for the global community to bring high-end smart quality of life, but also created a new profit point of the kitchen market, led the entire industry into the 'steam wash' technology represented by self-cleaning New Era.

At the same time, after several years of unremitting efforts, Midea has also gone through the intellectual property rights center from scratch, the growing patent management team, while the internal structure through innovation, set up a set of the United States own kitchen electrical own patent system To create its invention of the 'Corporate Moat.' According to a previous section of Global Innovation Report 2017: Endeavor, released by Clarivate Analytics (formerly Thomson Reuters Intellectual Property and Technology Group): In the field of home appliances, the invention of Midea The number of patents ranked first in the world for three consecutive years (the number of patents does not include Toshiba), while the United States in the home appliances and kitchen appliances both topped the list of patents, patent applications on the United States than their peers twice as high. , The United States has been able to lead the kitchen and electrical power kitchen industry development, but also inseparable from innovation, 'invention' has been integrated into corporate genes.

Adhere to the initial development of the heart, science and technology drive a better life

Of course, whether it is steam washing technology, or other innovative projects, no matter what kind of product innovation, integration of technology, for the United States, a series of innovations behind a core has never changed, that is, 'to create a better life for the user Enjoy and experience 'the beginning of heart.

In fact, at the top of the Internet wave, Midea has already gradually transformed itself from a billion-billion-dollar home appliance giant into a large-scale technology enterprise that is generous in investment. Under the double-wisdom strategy centered on smart home and smart manufacturing, the United States has been focusing its energy Research how human behavior, emotions, and thinking are extended to the machine to allow better interaction between the machine and the person.In other words, even a small hood, the United States is also the first to define its original intention to meet the needs of people, to meet the most Meet the needs of the Chinese kitchen environment, so not deviated, not innovative and innovative, vowed to bring more practical user value of science and technology.

You can imagine, when the family, when the mother returned to the kitchen, you can not worry about cleaning and maintenance of the hood, you can not worry about the fumes blowing off the skin, you can cook in a clean and clean cooking environment, fine cuisine, which is Our imaginative kitchen in China is a real version of a better life, so 'to provide a better user experience and to make the scene of a better life a reality.' - This is the meaning of a good product and a good invention , But also as the industry leading brand should bear the social responsibility.

Just as "the original life can be more beautiful," the ultimate vision of this beautiful group advocated by the United States through the "leading product, efficiency-driven, global operations," the three major strategic traction, whether in the field of kitchen or independent innovation, or Globalization of science and technology innovation, as in recent years, the purpose must make mankind return to create and enjoy the essence of a better life, this is steam laundry hood as the representative of innovative products behind the human temperature, it is the United States a series of Transformation, the beginning of change.

National brand debut national platform for kitchen technology leader in China

This time, the United States steam wash TVC brand new appearance CCTV national platform, on the one hand through the full interpretation of science and technology and selling point propaganda, the future of kitchen life, visualization, lit hundreds of millions of families longing for a better life; the other hand, In the case of Midea, it is not a simple honor, but it also takes the vanguard role of making the changes made by China to China, changing the speed of China to China, and changing the Chinese products to Chinese brands worldwide.

At this stage, Midea has relied on steam technology, which has been devoted to research and development for many years. It has incorporated this invention into more Midea products and pioneered the application of multiple subdivisions such as hoods, microwave ovens and dishwashers , Opened up an innovative way to promote product upgrades through patented technology.

In the meantime, on the road to leading the high-end and create a new ecology in the kitchen, the United States continues to introduce new smart kitchen solutions, first releasing the strategy of "future kitchen", and then launching high-end kitchen electric embedded set- Star kitchen series, while other brands are still brainstorming for the intelligence of a product, the United States has been aware of the kitchen and electrical power to form a synergistic kitchen system to achieve the scene of the kitchen product applications to build a user-centric Smart kitchen ecosystem.

As the leader of Chinese kitchen appliance brand, Midea has long been based on the cooking habits and realities of Chinese kitchen, and constantly injects a series of new elements such as scientific and technological innovation, cultural heritage and high-quality lifestyle into the industry to establish value-driven for user experience system.

Is the so-called 'big brand, big platform, grand strategy', I believe in the call of the new era, with the 'National Brand Program' TOP brand effect continues to bloom, the United States kitchen potential will be through the national platform, while relying on their own global consumers The heart of the accumulation of strength, to better convey the impression of China's brand, as China's manufacturing industry bigger and stronger pioneers.