Case Study: Midea Group achieves stronger customer bonds and locally relevant innovation with Vision Critical

How Midea Builds Bonds in Indonesia

Midea Group, the world’s largest home appliance producer, wanted to deepen its connection with customers in Indonesia and better understand local preferences for products, messaging, and community engagement. Working with Vision Critical, Midea used its community platform to gather insights through forums, live chats, offline events, and brand testing, helping the company build a more human, locally relevant relationship with Indonesian consumers.

Vision Critical helped Midea turn customer dialogue into action through co-creation with its “Creative Crew” and rapid product testing. By training community members in creative thinking and using their feedback to shape a new rice cooker, Midea identified key innovation routes and developed a locally grounded proposition in under three months, strengthening brand trust and speeding up decision-making.

Midea Group

Jodie Wang

Head of Consumer & Market Insights