How does an electric power company break European market barriers and regional differences?

Project background

As a leading company in the home appliance industry, Midea plans to expand into the European cooling fan market, but faces three core pain points: First, the policy and installation threshold are high, France and Spain have strict control over building appearance and equipment installation, the approval of split air conditioners is complex, and Turkey's energy efficiency standards are tightening, making it difficult to grasp the direction of compliance; second, the market demand is very different, and the economic levels, energy, etc. of the three countries are very different. Costs (fluctuating electricity prices in France, rising electricity prices in the West, and high inflation in Turkey) are differentiated from consumption power, and there is a lack of basis for product pricing and functional design. Third, scene adaptation is unclear. The climates (humid in France, dry in the West, and high temperatures in the soil are long), living environments (type of housing, space size) and humanistic habits of the three countries are different, and the use scenarios of cooling fans are blurred with user needs. In order to solve the pain points, our company carried out special research and systematically sorted out the market characteristics of France, Spain and Turkey from the five dimensions of policy, economy, humanities, climate and product scenarios through desktop research to provide data support and strategic guidance for products going overseas.

 

 

Phase 1: Multi-dimensional market research to clarify market fundamentals

Focused data acquisition and market scanning, the construction of a market recognition framework from the five core dimensions through desktop research methods, and the deciphering of debrisation points of market information.

  • In terms of policy environment, we sorted out the bilateral trade policies (such as tariff rates, trade agreements) and real estate policies (equipment installation, facade changes, noise restriction requirements) between China and the three countries, and clarified the export compliance threshold for cooling fans.
  • Economic and energy dimensions, analysing trends in GDP, inflation, household electricity penetration, energy structure and electricity prices in three countries, and judging consumption capacity and product energy efficiency needs.
  • In the humanistic residential dimension, we study the population structure (age, proportion of immigrants), living environment (housing type, number of rooms, ownership methods), and locate the target user groups and usage scenarios.
  • The climate environment dimension, which provides an analysis of the country ' s climate characteristics, high-temperature duration and precipitation, and defines the life cycle and functional focus of cold fans (e.g., wetting, dewetting).
  • Product and scenario dimensions, combing the functionality, cost and use of mainstream Na-Chae electricity (photo, cold fan, mobile air conditioning, etc.), laying the foundation for product differentiation design.

 

Phase 2: Focus on products and scenes, output precision strategy direction

Localization approaches were developed around product matching and market strategies, with pre-research data combined to address the disconnect between product and market demand.

  • On the one hand, an in-depth analysis of the use scenarios of cooling fans in the three countries is conducted. For example, French consumers prefer products that are easy to move and can be used with dehumidifiers, Spain prefers multiple products suitable for multiple rooms, and Turkey favors large-capacity, silent products, clarifying the functional priorities of products in different markets;
  • On the other hand, through channel research and brand analysis, we summarized the mainstream price segments, product forms (box/tower), and core functions (purification, intelligent control, large-capacity water tanks) in each market, and refined the strategic framework of "scene adaptation + function focus + channel matching" to provide clear guidance for Midea's cooling fan product research and development (such as capacity design, function integration), pricing strategy and channel layout, helping it accurately enter the markets of the three European countries.