Appliance brand has a venerable partner

I must confess I have a preference for appliances from better known brands not because I am a snob but because I am particular about warranties and after-sales service.

To me, how quickly and efficiently the brand responds to problems with their products is as – probably more – important as the bells and whistles that they offer.

I did not know about Midea, although it has been in the Philippines for nine years and will be celebrating its 10th anniversary next year, and was not really interested in it until I learned more about it during the launch of its new, innovative U-shaped Inverter Window Air Conditioner.

It turns out that the brand is a partner of Concepcion Industries (CI).

Now that is very reassuring for someone like me who puts a lot of importance on after-sales service. The CI service center closest to me, the JT Service Specialists, Inc.  in San Andres Bukid, Manila, is one reason why I have stuck to Carrier for my air conditioner.

JT technicians are efficient, competent and trustworthy. They have kept my AC working well despite its age. The service company’s rates are also quite reasonable and it promptly responds to calls for service.

With this information that I can get my CI service center to work on a Midea product, I will now look  more closely at its products when I need a new appliance.

Midea is first in developing the U-shaped AC, a smart appliance that can be controlled via its MSmartHome application, which is available for free on iOS and Android devices. The app brings cloud-based control to any smartphone or tablet in and out of the home or business.

Users can also remotely check and change the temperature, select modes and fan speeds, and even program a cooling schedule via the Midea SmartHome app. The AC will also respond to voice commands through Google and Alexa-enabled devices.

The breakthrough U-shaped design divides the unit into two parts. The compressor is in a separate compartment for ultra-quiet operations of as low as 42 decibels, giving the user the quietness of a split-type air conditioner.

The AC also reduces by as much as a third a traditional unit’s energy  consumption, accounting for a significant drop in electricity  bills.

Despite its unusual design, Midea and CI executives said installation would be easy. It could just be popped into the empty space made for a traditional window-type AC.

The window aircon, which was awarded the United States Energy Star’s Most Efficient 2021 certification, has a strong airflow so users can feel the cold air up to 20 feet away.

Rafael C. Hechanova, Jr.,  CI executive vice president, said families were at the core of Midea’s vision so “it continues to explore products” that would make life easier and more convenient for them.

Anna Marie Alejandro, general manager of  Concepcion-Midea Inc., said the company harnessed “humanized technology” to improve the lives of people. This was seconded by Troy Geng, product marketing manager, who said Midea was always thinking of the users of its products.

Midea U is available at Midea Philippines’ official website, and Midea Lazmall: , Midea ShopeeMall:, and Midea Official Online Store:

Visit and follow @MideaPhilippines on Facebook; @mideaph on Instagram; @mideaphilippines on Tiktok or subscribe to Midea Philippines Official on Youtube.

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