Chinese brands become cool in Europe

In-depth research

The portable air conditioner is the result of in-depth local research, including home visits and surveys, leading to rapid iterative prototyping. Combining German engineering from the Stuttgart R&D center with Italian design from Midea's Milan design center, it is a prime example of the "local for local" strategy.

"In China, it is common for households to have split AC units. That is also true for southern Europe, but in central or western Europe, it's not so common, because the summers are shorter and don't get that hot," Seethaler said.

"As the summer season gets hotter, people start to care about air conditioning, but the installation is expensive. In Germany, the installation fee for a single split AC costs roughly 1,500 euros ($1,730)," he said.

"Another problem is that you're not always allowed to install the outdoor unit and have to acquire permission. That's where we come into play … We are always looking to dedicate products for a dedicated region, where we can solve users' pain points."

Last year, Time magazine named the PortaSplit one of the 300 best inventions in its 2025 list, highlighting innovations that make the world better.

"A portable air conditioner for a warming Europe … making ACs no longer a 'crazy concept' across the Atlantic," it said.

The portable air conditioner was just one of many home appliances that Midea's Europe Research Center has worked on.

Founded in 2019, the center hires experts from across Europe to develop and test products, including washing machines, ovens, coffee makers, and refrigerators, tailored to local user habits and preferences.

Innovation is never a one-person job; it comes from collaboration and constant learning, Chinese and European engineers agree.

Stefan Bross is among the engineers from more than a dozen countries who work at the Stuttgart center. With expertise in environmental engineering, he is working on a new type of heat pump that does not require an outer unit, a feature that is especially well-suited to European townhouses.

"You won't have any restrictions with noise or complaints from the neighbors. This feature is essential in narrow housing situations where neighbors and sound are an issue in the European market," Bross said.

The product he has been working on, H-Pack, billed as a smart, affordable heat pump solution, has undergone extensive testing and will soon launch to market.

In his daily work, Bross frequently communicates with his Chinese colleagues, which enables an efficient, rapid prototyping cycle.

"We send our requests back to the team in China. They implement the changes, and we quickly get new prototypes, test them, and share our feedback on what can be improved for the next iteration. We then soon receive the updated prototype," he said.

"This is a big difference to traditional German companies, in which the process is often slower."

Lewis Fu, president of Midea International, said, "As China-Europe relations continue to grow, we are also planning our journey in the European market."

Through mergers and acquisitions over the years, the group's subsidiaries now cover 18 countries, with R&D centers and factories in Italy, Portugal, Spain, and Turkiye.

"These innovations and elevations in many areas are a great improvement to our competency in the European market," said Fu. "We are ready to be a significant, relevant player in Europe."