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At the moment when the sales of the global smart phone market fell sharply, a domestic enterprise was exposed to set up a new technology company, with the business scope including mobile phone production, which caused a heated discussion in the industry. This company is the leading enterprise of home appliances, which products span consumer appliances, HVAC, robotics and automation systems - Midea Group
Recently, it was found that a new enterprise named "Guangdong Meixi Technology Co., Ltd." was founded on June 10, and its legal representative is Shi Hao. The company has two shareholders, Midea Group Co., Ltd. and Foshan Midea air conditioning industry Investment Co., Ltd., the latter is a wholly-owned subsidiary of Midea Group Co., Ltd.
At the same time, the company is also registered in Shunde, Guangdong Province, which is the same place as Midea Group. This means that "Guangdong Meixi technology" should be a subsidiary of Midea.
In addition, according to Tianyan’s shareholder information, the registered cost of the enterprise is 30 million yuan, and its business scope includes mobile phone technology development and technical services; mobile phone production; electronic products, batteries, computer software and hardware products, intelligent product technology development, etc.
All kinds of information infer that Midea Group is going to march into the mobile phone industry like Gree Electric and launch its own mobile phone brand?
Midea mobile phone, another new brand of domestic mobile phone?
In response to this news, the industry has made many guesses about the strategic positioning of Midea Group.
Guess 1: launch the self-developed brand, which can refer to Gree.
As the business scope of Meixi technology covers "mobile phone technology development, mobile phone production", many netizens speculate that Meixi may also start to make mobile phones after Gree.
Because in the era of the Internet of everything in the smart home, smart phones will become a platform to connect various household appliances, replacing the remote control and display screen of various appliances, and can realize visual remote control. For traditional home appliance manufacturers, the introduction of smart phones can not only benefit from it, but also further layout smart home.
The most representative case is undoubtedly Gree mobile.
Although the market share of Gree mobile phone has not been high since its launch, and Gree Electric has not disclosed the revenue of Gree mobile phone in its annual report, Dong Mingzhu has a very high mobile phone positioning for Gree. At the 2018 China manufacturing innovation conference, she explained: "I think my mobile phone is very successful, not only because of the current sales of mobile phones, but also because of the control of future smart appliances. We have met all your needs, whose do you want to buy?"
Conjecture 2: the production of mobile phones does not mean that they are made by themselves. It is possible to manufacture them on behalf of others. Please refer to Konka.
For conjecture 1, it is proposed that Midea will never develop its own mobile phone. Because Midea has good cooperation with Huawei and Xiaomi, and is the only home appliance brand in China that integrates Huawei and Xiaomi Internet of things at the same time. If he makes a mobile phone, I’m afraid his cooperation with Huawei Xiaomi will not be so pleasant.
In this regard, more speculation is that Midea Group wants to lay out the field of "mobile phone OEM". For example, some parts of Xiaomi air conditioner are OEM products from Midea, and both parties are trying new OEM models.
But there are also voices of doubt. Another operator suggested that ODM plant needs large-scale production workshop and process chemical process. Now Midea Group has only set up a new company, rather than buying land to expand the plant. It is estimated that the possibility of OEM is still very small.