Overview
    Purpose

The Midea Brand HQ & BU Social Media Playbook establishes a unified global framework for Midea's social media operations. It provides consistent guidance for brand strategy, account governance, content execution, visual identity, and collaboration between HQ and Business Units (BUs), ensuring a consistent, recognizable, and locally relevant Midea brand experience across all markets.

 

Strategic Foundation

Built on Midea’s Brand House and the Simply Ideal brand philosophy, the Playbook translates the brand promise into consistent social media execution across all platforms. Guided by the AAI Framework (Attention – Affinity – Interaction), Midea’s global social strategy focuses on:

  • Capturing Attention through compelling, platform-native, and visually engaging content.
  • Building Affinity by creating authentic lifestyle stories and meaningful emotional connections.
  • Driving Interaction through community participation, conversations, and social-first engagement.

Together, these principles strengthen global brand consistency while empowering local markets to create culturally relevant content.  

 

Core Components
1. Visual Identity
  • Updated logo usage.
  • New image/GIF/video specifications.
  • Video Intro & Outro requirements.
  • Video safe zones.
2. BU Account Naming &  Portrait Format Guidance
  • Unified account naming conventions across Meta and TikTok.
  • Standardized profile picture and copy requirements.
3. Meta & TikTok Account Creation Guidelines 
  • Guidelines for account creation.
4. Social Media Approach
  • 2026 content roadmap and channel differentiation.
  • Recommended best practices and common mistakes to avoid.
5. Global Social Matrix
  • Midea HQ incentive plan.
  • Content Library workflow.
  • Global content localization process.

 

Brand Expression

Every piece of content should embody the Simply Ideal philosophy by being simple, effortless, and within reach.

Midea communicates with a tone that is thoughtful, friendly, optimistic, and human, bringing technology into everyday life through meaningful experiences that help people enjoy a more comfortable home life.  

 

Global Collaboration & Localization

The Playbook enables seamless collaboration between HQ and regional markets by providing standardized content, creative assets, and operational guidance while allowing flexibility for local adaptation.

Through a centralized governance model and localized execution, Midea maintains one global brand voice while empowering each BU to connect authentically with local audiences and communities.  

By combining global consistency with local relevance, every BU can deliver a unified Midea brand experience while connecting authentically with local audiences.

Visual Identity
Visual Identity - Image
Overall
Paragraph Styles
Social Media DON’TS
Visual Identity - GIF
Dimension Overview 

Source File Download Link: 【Link】

Visual Identity - Video
Dimension Overview 

Source File Download Link: 【Link】

Intro & Outro Overview
  1. Unlike brand, product, campaign, and promotional videos, social media videos do not require an intro to support native social engagement.
  2. The video outro is required across all Midea video communications.
Intro Guidelines
Visual Identity - Video Intro Requirements
Video Intro for All Videos Types 
Visual Identity - Video Outro Requirements
Video Outro Animation & Sequence
Visual Identity - Video
Safe Zone
BU Account Naming & Portrait Format Guidance
BU Account Naming Guidance
Facebook
  1. Each country or district is permitted to operate only one Official Midea Facebook account.
  2. Any additional Midea-branded Facebook account beyond the Official Midea account (e.g. product division, or distributor-managed accounts) requires prior written approval from the MIB BMM team with a valid business justification.

Display name:

Country Official Account

→ Midea+[Space]+[BU Market's name]

E.g. Midea Korea / Midea Bulgaria

 

Non-Compliant Naming Examples​​

 → Please review and avoid the following non-standard formats:

Avoid uncommon regional abbreviations​​ (common abbreviations like USA, UK are acceptable).

✅ ​​Midea Vietnam     ​​   ❌ ​​​​Midea VN 

 

​​Ensure a space between "Midea" and the market name.​​

✅ Midea Korea             ❌ ​​MideaKorea 

 

​​Remove redundant words​​ such as "Official" or "Electronics".

✅ ​​Midea Peru, Midea Indonesia     

❌ ​​Midea Peru Official, Midea Electronics Indonesia 

Instagram
  1. Each country or district is permitted to operate only one Official Midea Instagram account.
  2. Any additional Midea-branded Instagram account beyond the Official Midea account (e.g. product division, or distributor-managed accounts) requires prior written approval from the MIB BMM team with a valid business justification.

Display name:

Country Official Account

→ Midea+[ _ ]+[BU Market's name]

E.g. Midea_Vietnam / Midea_Korea

 

Non-Compliant Naming Examples​​

 → Please review and avoid the following non-standard formats:

Avoid uncommon regional abbreviations​​ (common abbreviations like USA, UK are acceptable).

✅ ​​Midea_Vietnam            ​​❌ ​​​​Midea VN

 

​​Ensure an underscore [ _ ] between “Midea“ and the market Name

​​✅ Midea_Korea                ❌ MideaKorea

 

​​Remove redundant words​​ such as "Official" or "Electronics".

✅ ​​Midea_Peru, Midea_Indonesia       

❌ ​​Midea Peru Official, Midea Electronics Indonesia

TikTok
  1. Each country or district is permitted to operate only one Official Midea TikTok account.
  2. Additional TikTok accounts may only be approved where there is a legitimate business need (e.g. TikTok Shop operations, live commerce, or authorized dealer/store operations). Such accounts require prior written approval from the MIB BMM team and must be clearly distinguishable from the Official Midea account.

Display name:

Country Official Account 

→ Midea+[BU Market's name]

E.g. MideaGlobal / MideaThailand

 

Non-Compliant Naming Examples​​

 → Please review and avoid the following non-standard formats:

​​Avoid uncommon regional abbreviations​​ (common abbreviations like USA, UK are acceptable).

✅ ​​MideaVietnam       ​​❌ ​​​​Midea VN 

 

Ensure there is no space between “Midea” and the market name.

✅ MideaKorea           ❌ ​​Midea Korea

 

​​Remove redundant words​​ such as "Official" or "Electronics".

✅ ​​MideaPeru, MideaIndonesia     

❌ ​​Midea Peru Official, Midea Electronics Indonesia

Account Profile Picture
BU Guidance

The download link for the logo: Content Library 【LINK】

Profile Guidelines
Meta
Tik Tok
Meta & TikTok Account Creation Guidelines
    Guidelines for Account Creation
    Instagram
  • Create an Instagram Account
  1. Use the link to register a new Midea email account: select the “Functional Account” tab  →  Click “Add account” https://perm.midea.com/flows/batch-service?optId=10093
  2.  Register an Instagram account
  3. Switch it from a personal account to a professional account
  4. Fill in as much additional information as possible
  5. Follow several relevant accounts to establish normal account activity.
  6. Share your username and password with HQ. HQ will help connect the Facebook and Instagram accounts. During the setup process, please stay online to receive the verification code.
  • Important Notes
  1. Avoid frequently switching login locations.
  2. Share the complete account credentials with HQ, including the username and password.
  3. Maintain the activity level of the account.
  4. After registering the account, complete two-factor verification and connect Facebook and Instagram as soon as possible.
Facebook
  1. Use the link to register a new Midea email account: select the “Functional Account” tab  →  Click “Add account” https://perm.midea.com/flows/batch-service?optId=10093
  2. Provide the following information
  3. Contact HQ for assistance with Facebook account 
  4. Give marketing@midea.com full access to your account
TikTok
  • Create a TikTok Account
  1. Use the link to register a new Midea email account: select the “Functional Account” tab  →  Click “Add account” https://perm.midea.com/flows/batch-service?optId=10093
  2. Go to the official TikTok sign-up page https://www.tiktok.com/signup
  3. Set up your profile and fill in as much additional information as possible
  4. Follow several relevant accounts to establish normal account activity.
  5. After registering a new TikTok account, please send the username, password, and profile URL to marketing@midea.com for HQ recordkeeping. This enables HQ to maintain centralized account records and ensure account continuity in the event of personnel changes. Email Subject: [TikTok BU New Account] - [Country Name] 
  6. If there are any unclear details, please follow the official TikTok account registration process. Official TikTok registration guide: https://www.tiktok.com/support/faq_detail?category=web_account
  • Important Notes
  1. Do not frequently change login locations or devices 
  2. Use real and complete company information 
  3. Maintain the activity level of the account.
  4. Avoid spam-like behavior or automated operations. 
Social Media Approach
Midea Global Social Media Operations Approach
2026 SNS Message House and Content Pillars
Midea 2026 Global Social Media Operations Approach 
2026 Roadmap
Global Social Matrix
GLOBAL SOCIAL MATRIX
Midea HQ Incentive Plan
Reward Allocation Process
SOP
Content Library & Midea Cloud
Content Library Access

Click on: 【Content library link】

Midea Cloud Updates
How BU Can Utilize Global Content