Suning.Com Co.,Ltd. (ST易购) and Midea have joined forces to launch the "Golden Autumn Home Improvement Season" promotional campaign on August 24, aiming to capitalise on the peak "golden September, silver October" home renovation period while deepening their strategic partnership in whole-home intelligence. The collaboration centres on an "AI plus scenario" approach, with both companies coordinating efforts across product co-development, suite-based scenario experiences, and full-lifecycle services to shift smart home solutions from individual device connectivity to holistic scenario integration.
This initiative marks the first large-scale channel rollout following Midea's unveiling of its "three-in-one" new strategy for whole-home intelligence, and represents a deep strategic collaboration between the two companies in this sector after Suning.Com Co.,Ltd. established its "AI plus supply chain" strategic foundation. Wang Chunkai, President of Midea Group's China Region, noted that the challenge of whole-home intelligence lies not in connectivity but in user experience, adding that "what consumers need is not more complex control but simpler living, and Suning.Com Co.,Ltd.'s offline scenarios and service capabilities are key to delivering that experience directly to users."
So far this year, Midea-series suite orders at Suning.Com Co.,Ltd. stores have exceeded 30% of total orders, reflecting growing consumer demand for scenario-based, one-stop solutions. The smart home sector is now entering a phase of concentrated policy support, with the Ministry of Housing and Urban-Rural Development encouraging smart home infrastructure in new residential projects, the Ministry of Industry and Information Technology promoting interconnectivity standards, and the Ministry of Commerce including smart home products in its "good housing" construction guidelines. Multiple regions have also introduced pilot programmes and subsidy policies, creating favourable conditions for accelerated adoption.
Driven by both policy tailwinds and consumer demand, the "Golden Autumn Home Improvement Season" offers differentiated solutions tailored to varying needs. New homeowners can choose whole-home smart suites covering four core scenarios—air, water, food, and laundry—enabling "one app to manage the entire home." Existing homeowners and those in older communities can access free measurement, appliance design, and kitchen renovation services as part of a one-stop partial renovation package. For entry-level users seeking light smart solutions, rapid installation services deliver a full smart home experience in as little as 24 hours.
To support these offerings, Suning.Com Co.,Ltd. has established four immersive experience zones across its core stores nationwide: "Sleep-Enhancing Bedroom," "Vibrant Balcony," "Flavour Kitchen," and "Fresh Living Room." Consumers can use whole-home smart control panels and the "Midea AI" voice assistant to manage devices throughout the home, experiencing first-hand the coordinated response of lighting, curtains, air conditioning, ventilation, and security systems. Online design previews and 3D renderings allow customers to visualise results before purchase, ensuring "what you see is what you get."
On the product front, both companies are upgrading the full range of Midea's multi-brand portfolio—including air conditioners, refrigerators, washing machines, kitchen and heating appliances, and small appliances—with custom enhancements and strengthened suite-level integration. Air conditioning offerings feature the "Ningjing" and "Ningmeng" series with draught-free airflow and intelligent air management, while the Dreamer Ultra multi-split system pairs with the AI Air Manager for stable operation across wide temperature ranges and automatic adjustment of room conditions based on whole-home scenario linkage. Refrigerators highlight the "Bear Dun Dun: Shan Hai" series with optimised compartmentalised storage and freshness preservation, seamlessly integrating with kitchen scenarios. Washing machines introduce Little Swan's "Little Plum" mini laundry room and "Original Colour" full-capability laundry solutions, tailored for compact spaces and premium fabric care respectively. Kitchen products feature Midea's "Smoke-Free" range hood series with enhanced AI purification capabilities. Premium brands such as COLMO and Toshiba offer additional differentiated suite options, with several products co-developed based on consumer insights.
From September 1 to October 7, shoppers visiting stores can stack national, manufacturer, and Suning.Com Co.,Ltd. subsidies of up to 50%, with cash rebates on full-category suite purchases reaching up to 3,000 yuan. Selected products also come with complimentary measurement, free kitchen renovations, all-inclusive installation pricing, a 10-year warranty, and a two-year replacement guarantee without repair. To make these benefits more accessible, both companies are extending scenarios, products, and services into workplaces, business districts, communities, and online platforms through new product launches, private sales events, and pop-up experiences. Live-streaming tours and influencer content allow consumers to explore products and scenarios from home.
"The real threshold for whole-home intelligence is not technology but whether users are willing to entrust their lives to it," said Ren Jun, President of Suning.Com Co.,Ltd. "What we aim to achieve with Midea is turning intelligence into effortless daily living—when users stop thinking about what smart home is and simply embrace it as a habit, that is when we have truly succeeded."