Midea Expands Partnership with Manchester City & City Football Group

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The Home Appliances giant has broadened the partnership to include the Manchester City Women’s team and New York City Football Club

 

SINGAPORE – Media
OutReach 
– 28 January 2021 – Midea, one of the world’s leading home
appliance producers, has announced its global partnership expansion with City
Football Group.

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Midea Expands Partnership with Manchester City & City Football Group

(L to R) Brando
Brandstaeter, Head of Brands & Communications, Midea Group’s International
Business Division with Stephan Cieplik, SVP of Global Partnerships, City
Football Group at the signing of the partnership expansion in Shanghai in
December 2020.

 

Midea’s relationship with City Football Group started in January 2020
when it became an Official Partner of Manchester City, and after a highly
successful first year of partnership, the decision was made to expand the
relationship by adding the Manchester City Women’s team and New York City FC.

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The highlight of the 2020 partnership has been the #MideaHomeChallenge —
a six-week campaign where players, coaches, legends and fans took part in a
series of challenges and trick-shots using their household appliances. The
social media campaign, which generated millions of engagements, was a creative
solution to engage and inspire football fans all around the world who were
stuck at home during lockdown.

Midea will continue to produce global, regional and localised digital
campaigns with Manchester City’s men’s and women’s players, as well as branding
appearing across the Etihad Stadium and the Club’s online platforms.

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Stephan Cieplik, SVP
of Global Partnerships at City Football
Group, said: “Our partnership with Midea has been extremely successful since we
launched in January 2020. The Midea Home Challenge has been one of our most
popular content campaigns which not only created high levels of digital
engagement but provided fans around the world with fun challenges to help keep
them entertained whilst at home. Midea is a brand whose values and ambitions
align with Manchester City and we are delighted that we are now expanding this
partnership to include further teams within the City Football Group family.”

Brando Brandstaeter, Head of Brands & Communications at Midea Group’s
International Business Division, commented: “We were thrilled to announce our
partnership with Manchester City at the start of 2020. In light of the
pandemic, we mobilised our teams to create the #MideaHomeChallenge, which
helped kick-off the partnership in an unexpected but even more engaging way. The
cooperation with Manchester City during these challenging times has given us
the confidence to expand and strengthen our relationship with the City Football
Group by adding Manchester City Women’s and New York City FC and Mumbai City to
our roster — something I am very much looking forward to bring to life for
Midea in 2021.”  

About Manchester City Football Club

Manchester City FC is an English Premier League club initially founded in
1880 as St Mark’s West Gorton. It officially became Manchester City FC in 1894
and has since then gone onto win the European Cup Winners’ Cup, six League
Championship titles, including four Premier League titles (2012, 2014, 2018,
2019), and six FA Cups. Manchester City FC is one of eleven clubs
comprising the City Football Group and counts New York City FC and Melbourne
City FC among its sister clubs. 

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Under manager Pep Guardiola, one of the most highly decorated managers in
world football, the Club plays its domestic and UEFA Champions League home
fixtures at the Etihad Stadium, a spectacular 55,000 seat arena that City have
called home since 2003. Today, the Stadium sits on the wider Etihad Campus,
which also encompasses the City Football Academy, a state-of-the-art
performance training and youth development facility located in the heart of
East Manchester. Featuring a 7,000 capacity Academy Stadium, the City Football
Academy is also where Manchester City Women’s Football Club and the Elite
Development Squad train on a daily basis and play their competitive
home games.  

About
Midea & Midea Group


Midea is one of over 10 brands within the home appliance business of
Midea Group — a leading global high-technology company ranked #307 at 2020’s
Global Fortune 500. Midea Group’s business goes beyond home appliances and
comprises business pillars like HVAC, robotics and automation, smart home and
IoT, as well as smart logistics and components. All businesses of Midea Group
are striving for one credo: #HumanizingTechnology.

Midea Home Appliances brand offers one of the world’s most comprehensive
product ranges in the home appliance industry, specializing in air-treatment
(commercial and residential air conditioning solutions), refrigeration,
laundry, large kitchen and cooking appliances, small kitchen appliances, water
appliances, floor care and lighting.

Midea believes in providing ‘surprisingly friendly’ solutions by adopting
a consumer-centric and problem-solving approach. Going above and beyond for the
future, constantly exploring, and inventing to meet the ever-changing demand of
our consumers — enabling them to “make yourself at home”, which also is the
brand’s slogan.

Midea is, among many others, the world’s #1 Air Treatment Brand [1],
the world’s #1 Small Cooking Appliances Brand [2] and the world’s #1
Rice Cookers Brand[3] .

Midea’s globally 34 production centers and over 150,000 employees in more
than 200 countries and regions generated an annual revenue of more than USD
40.5 billion in 2019. Midea’s 28 worldwide innovation centers and the strong
commitment to R&D have resulted in more than 50,000 authorized patents
to-date.

https://www.midea-group.com/Our-Businesses/home-appliances/midea

https://www.midea-group.com/newsRoom/News/MIDEA-EXPANDS-PARTNERSHIP-WITH-MANCHESTER-CITY—CITY-FOOTBALL-GROUP

https://www.midea-group.com/newsRoom/News/HOME-APPLIANCE-GIANT-MIDEA–INKS-GLOBAL-PARTNERSHIP–WITH-MUMBAI-CITY-FOOTBALL-CLUB/

 

[1]“Midea — World’s No.1 Air Treatment Brand”

Source: Euromonitor International (Shanghai) Limited; Consumer Appliances
21ed, retail volume sales in units, 2020 data.

[2]“Midea — World’s No.1 Small Cooking Appliances
Brand”

Source: Euromonitor International Limited; Consumer Appliances 20ed
retail volume sales in units, 2019 data.

[3]“Midea — World’s No.1 Rice Cookers Brand”

Source: Euromonitor International Limited; Consumer Appliances 20ed
retail volume sales in units, 2019 data.

Midea Expands Partnership with Manchester City & City Football Group

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Latest News

Hong Kong Productivity Council Theme of the Year 2021: “Make Smart Smarter”

  • Smarter Era of Intelligent Manufacturing Launch Ceremony
  • Witnesses New Milestone for Reindustrialisation in Hong Kong


HONG KONG SAR - Media OutReach - 26 February 2021 - The Hong Kong Productivity Council (HKPC) launches a series of activities in 2021 themed "Make Smart Smarter". The campaign with "Smarter Era of Intelligent Manufacturing Launch Ceremony" was kicked off today, revolving around the theme of "reindustrialisation".


Midea Expands Partnership with Manchester City & City Football Group - Brand Spur

The "Smarter Era of Intelligent Manufacturing Launch Ceremony" was officiated together by Dr David Chung, Under Secretary for Innovation and Technology, HKSAR Government (fourth from left); Mr Clemente Contestabile, Consul General of Italy in Hong Kong (third from right); Ms Rebecca Pun, Commissioner for Innovation and Technology, HKSAR Government (second from right); Dr Daniel Yip, Chairman of the Federation of Hong Kong Industries (third from left); Mr Roberto Leone, Managing Director of NiRoTech Limited (first from right); Mr Willy Lin, Chairman of HKPC (fourth from right); Mr Mohamed Butt, Executive Director of HKPC (second from left) and Mr Edmond Lai, Chief Digital Officer of HKPC (first from left).


Co-organised by the Federation of the Hong Kong Industries (FHKI), this spotlight event exhibited and introduced an excellent example of reindustrialisation whose research and development were undertaken by HKPC. Gaining support from the Innovation and Technology Bureau and funding support from the R&D Cash Rebate Scheme of the Innovation Technology Commission of the HKSAR Government, production has been successfully commenced in NiRoTech Limited (NiRoTech), a local intelligent security product manufacturer.

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This smart production line, named the "OWL" intelligent production line, gives into full play the characteristics of an owl's wisdom, piercing eyes, flexible body, soft neck (360o vision) and agile movement. These perfectly echo the key features of this intelligent production line which has high flexibility, excellent agility to cater for different production needs, stringent and precise production capacity, as well as non-stop operation. Five key "S.M.A.R.T" elements: Speed, Multi-function, Accuracy, Reliability and Traceability, can be seen in this production line offering edges of intelligence and efficiency enhancement.


In order to effectively respond to Hong Kong manufacturers' demands on production space, the "OWL" production line adopts a U-shape compact layout design and incorporates the beauty of the "Industry 4.0" (i4.0) lean manufacturing "vision", significantly reducing the factory area to meet the unique land constraints of Hong Kong. NiRoTech's smart factory only occupies 10,000 square feet, saving 50% of the land. It is also equipped with 12 robots and large amount of customised intelligent automation systems and digital technologies. Compared with traditional manual production, the overall production capacity increases by 1.5 times.


Mr Willy Lin, Chairman of HKPC, and Dr Daniel Yip, Chairman of FHKI, were joined by Mr Clemente Contestabile, Consul General of Italy in Hong Kong; Dr David Chung, Under Secretary for Innovation and Technology, Ms Rebecca Pun, Commissioner for Innovation and Technology; Mr Roberto Leone, Managing Director of NiRoTech; as well as Mr Mohamed Butt, Executive Director of HKPC and Mr Edmond Lai, Chief Digital Officer of HKPC, for the launch of the ceremony.


In his welcoming address, Mr Willy Lin, Chairman of HKPC, said, "HKPC is committed to offering staunch support for Hong Kong SMEs in technology R&D and technical aspects, with the aim of creating value for the industrial development of enterprises with state-of-the-art technologies. The 'OWL' intelligent production line is an excellent example of applying innovative technologies that also fits perfectly with HKPC's theme of this year 'Make Smart Smarter'. As owl represents wisdom, by being smarter and using innovative technologies such as IoT, AI, big data, intelligent robots and smart production processes to unleash production opportunities of i4.0, it will certainly scale up productivity and contribute to successful reindustrialisation in Hong Kong, thus achieving the goal of 'Make Smart Smarter'".


He continued, "It is really encouraging to see this 'reindustrialisation' example witnessing the concerted efforts of the Government, industries, business chambers and HKPC to promote reindustrialisation in Hong Kong! HKPC sincerely urges various sectors to work together to accelerate reindustrialisation for the swift recovery of Hong Kong economy and to ensure the "Made-in-Hong Kong" brand to continue to shine bright in the international arena -- Make Smart Smarter".


Dr David Chung, Under Secretary for Innovation and Technology, said, "the Government has been actively promoting 'reindustrialisation' in recent years by providing support in infrastructure, finance, technology and talents in order to create new area of growth and great job opportunities which would help alleviate Hong Kong's competitiveness. I wish to see more enterprises 'Make Smart Smarter', and make good use of these opportunities provided by I&T, as well as the support from the Government, to work and contribute together in turning Hong Kong into an international I&T hub".


Dr Daniel Yip, Chairman of FHKI said, "This collaboration of HKPC and NiRoTech serves as a valuable reference for industrialists on how to integrate i4.0 into production lines to enhance efficiency, elevating their confidence to set up high value-added manufacturing facilities in Hong Kong. With comprehensive policy support and HKPC's professional consultative service, FHKI believes that more Hong Kong manufacturers will join the force of 'reindustrialisation' by pursuing technological advancement and setting up smart manufacturing plants locally, taking the Hong Kong industries into a new era".


The "OWL" intelligent production line integrates the smart adoption of advanced robots with machine vision, smart electrical and mechanical devices, laser processing and sensor technologies. Also, by incorporating AI, IoT, human machine interface, real-time data collection and data analytic technologies, it ensures the full automation and digitalisation of production, assembly and monitoring to achieve big data analytics. Apart from three technologies whose patents are soon to be applied, the project also assists NiRoTech's business planning in exploring the emerging markets and grasping new opportunities.


Mr Roberto Leone, Managing Director of NiRoTech, said, "Mechatronic Manufacturing in Hong Kong: our strategy was clear from the start when we sought HKPC's assistance for help to realise intelligent production. For some, this goal was still immature and very difficult to achieve, especially with Hong Kong being chosen as our operation hub. Today we can proudly say we have achieved it with the system in Hong Kong operating satisfactorily as schedule. Despite there are challenges as the COVID-19 pandemic was affecting all in 2020, the result is now vividly in front of us, and we can touch it. Yet this is only the first step of a long journey".


For more details about "Make Smart Smarter", please visit the dedicated website: https://smarter.hkpc.org/en/index.html


About Hong Kong Productivity Council

The Hong Kong Productivity Council (HKPC) is a multi-disciplinary organisation established by statute in 1967, to promote productivity excellence through integrated advanced technologies and innovative service offerings to support Hong Kong enterprises. HKPC is the champion and expert in facilitating Hong Kong's reindustrialisation empowered by i4.0 and e4.0 -- focusing on R&D, IoT, big data analytics, AI and Robotic technology development, digital manufacturing, etc., to help enterprises and industries upgrade their business performance, lower operating costs, increase productivity and enhance competitiveness.


The Council is a trusted partner with comprehensive innovative solutions for Hong Kong industries and enterprises, enabling them to achieve resources and productivity utilisation, effectiveness and cost reduction, and enhanced competitiveness in both local and international marketplace. It offers SMEs and startups immediate and timely assistance in coping with the ever-changing business environment, accompanying them on their innovation and transformation journey.


In addition, HKPC partners and collaborates with local industries and enterprises to develop applied technology solutions for value creation. It also benefits a variety of sectors through product innovation and technology transfer, with commercialisation of multiple market-driven patents and technologies, bringing enormous opportunities abound for licensing and technology transfer, both locally and internationally.

For more information, please visit HKPC's website: www.hkpc.org.


Midea Expands Partnership with Manchester City & City Football Group - Brand Spur
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