Based on a research carried out by Midea on consumer trends, the fan, a basic
appliance, is well received by Vietnamese throughout. Differing from the
psychology focusing on price before, more and more common Vietnamese emphasize
brand and appearance when it comes to purchasing.
"Our sales volume in Vietnam has made a big year-on-year growth this year,
maintaining sustainable growth in the past few years. Vietnamese economic
conditions are growing, and the younger generation of consumers emphasize more
and more on brand, quality and appearance. In a word, consumers emphasize cost
performance more rather than price alone in purchasing," said Mr. Wang Zhihui,
a Media product engineer.
Midea, a well-known international brand, has established plants in Vietnam to
manufacture fans mainly sold to Vietnam and ASEAN region.
Many brands developed earlier in Vietnam, enjoying a higher reputation and
brand premium however Midea fans rival in quality and are priced at more
affordable rates because "Midea builds plants in Vietnam for production, with
the largest scale of assembly line in ASEAN region, advantages in cost control,
lower labor cost and without needing to pay the import tariff, thus causing
great reduction in production cost and ultimately the overall cost," explains
Mr. Wang. The Midea fan has the obvious cost performance advantage in
competition with Japanese or Korean brand fans.
Mr. Wang goes on to explain a big focus of the structure of Midea's fans is
based on the motor that is the core of the fan. Without a good motor, the fan
will experience a short service life. To save costs, domestically made fans all
juggle the motor. Standard thickness of motor core lamination should be 32-35mm
as opposed to 26-28mm on a cheaper and compromised alternative. Fans of lesser
quality also weigh less in hand than standard ones with the same specifications
by 30%-50%. Midea fan motors not only meet the standards in coil thickness, but
also uses pure copper which is better than iron. One of the reasons Midea is
the popular choice amongst consumers is that it takes pride in quality
guarantee and perfect after-sales service.