Since the invention of window-type air conditioner, there are few changes on it. Users are suffering from its hard installation, restriction on opening window and loud noise, which are still not solved today due to its cuboid structure and form, leaving a low-end feeling. To fundamentally reverse the negative impression of window-type AC in users’ mind, following the design method of creating better life and solving the user pain points, visiting 18 US cities to listen to the stories of 91 families and developed numberless tech proposals, we designed this brand-new Midea U shape window-type air conditioner. This is a window AC which realizes easy installation, window opening, comfort and quietness. Its unique groove structure and “wings” design is a break through to traditional installation method and makes the process simple and fast, and anyone can finish it in a short time. No guard is needed on the sides of an installed AC, making the window clearer and allowing more light to go through it. Users can open the window as will and enjoy fresh air from outdoors without removing the AC. When the window is inserted into the groove, the noise is isolated outside, making the space quiet. What is more, its inverter technology makes it even quieter like a library.

We rethink the relationship between window AC and window, subvert and reconstruct existing products, re-divide the partition structures of the window AC, and design a space in the window AC itself that can both separate the indoor and outdoor spaces as well as allow windows to intersperse freely. From this point, we combined function and aesthetics to design this U-shaped window AC, which not only provides an unprecedented aesthetic experience, but also features quick installation, free window opening, and library-level silence, creating a unique user experience. Design: Midea U overturns decades of unchanging and heavy rectangular shape design of existing window units, and for the first time adopts the design of splitting the window unit body into two. It has a U-shaped side with rotating mounting wings integrated in, and the indoor and outdoor bodies form a split state connected by U-shaped slots, making the overall shape more flexible and lighter. The U-shaped body and mounting wings are the most distinctive parts of the product and have powerful functions, creating a new experience. After installation, the window can be inserted into the U-shaped slot to its end, allowing users to freely close and open the window, which solves the pain point that the traditional window AC installation occupies a large area of the window resulting as preventing users from opening and closing the window freely, and maintain the original state of use of the window. Because the U-shaped design allows the window to be switched freely plus follows the simple frontal design, whether the window is open or closed, U-shaped window AC can form a smooth line transition with the window, perfectly integrate into the home environment, give people a non-obtrusive, harmonious and unified visual experience and create a space for relax and peace. In order to outline the visual effect of the window AC products, we boldly apply the bionic design of the bird's wing bundle and open state to the design of the product. The wings are designed inside the slot of the window, and when being opened, they splice with the window frame, so that the whole window looks more integral and coordinated. The wings can be hidden in the U-shaped slot, making overall installation form more flexible and vivid, vibrant. The air outlet is designed with 57° inclination according to the simulation, and the parabolic path sends air wider and farther to ensure that users can enjoy the coolness in any position. The front panel and air outlet are designed with overall rounded corners, allowing the body to blend into different personalities of the home environment. The air outlet is designed with an automatic opening and closing through-air guide plate, which keeps the product integral and unobtrusive when closed, overturning the consistent design of the traditional window unit with exposed air outlet. 4719 precise and evenly arranged micro-hole air inlet ducts make the front of the AC visually more harmonious and complete. In the expression of the exterior shape, we follow the minimalism, using the geometry of the form, the overall rounded approach, and strive to create a simple and non-intrusive feeling, inhibit the sense of existence, to create a pleasant living space. The body is soft and blends in with the windows, not even overemphasizing the presence of the air conditioner in the room, creating a space for the user to relax at ease and achieve inner peace. Functionality: Midea U window AC achieves breakthrough features such as easy installation, free fresh air exchange, and ultra-quiet. (1) Three-step easy installation: with the "installation wings" and integrated installation bracket, the user can independently install the window unit, simplifying the traditional 12-step complex installation of the window unit to 3-step, saving 60% of the installation time. (2) Free to open the window for fresh air: the design of the U-shaped slot allows the window to achieve free opening and closing. It not only let users enjoy the coolness but also take into account the indoor air quality regulation. (3) Comfortable super quiet: through the "U" slot partition, combined with the double-layer vacuum window sound insulation, it effectively blocks the transmission of outdoor noise going indoors, solving the noise problem of a traditional window AC. Midea U window AC redefines window air conditioner, promotes the change of window air conditioner category and occupies the user's mind. Users' voice: Its innovation changes the design of the whole product type. - Cool HUNTING Thankfully, there may finally be a solution to all of our window A/C problems. - YAHOO It sort of make you wonder why AC units weren't designed like this from the get-go. - DIGITAL TRENDS

The project changes the status quo of the window air conditioner category, redefines window air conditioners and leads the change of them. 1. Subverting the design and leading the air conditioning consumption habits in overseas markets Due to the advantages of simple structure, low production cost, cheap price, easy installation and reliable operation, window ACs are widely sold worldwide, especially in North America, Latin America, Australia, the Middle East, Hong Kong plus other regions and maintain a high market share. However, after nearly nine decades of development, window ACs still retain some user pain points: as the window AC needs to be installed in the window, and both sides of the body needs to be sealed, it affects the indoor lighting and hinders aesthetics. Also, after installation, the window can not be switched, limiting the air circulation between indoors and outdoors. The noise of compressor and fan in the integrated body of the window AC cannot be effectively isolated, resulting in noise disturbance on the indoor side. The Midea U window unit with this design breaks the traditional square shape plus inherent impression of the window AC industry and adopts a subversive U-shaped design that allows the window to be opened and closed freely, so that people can open the window at will for air exchange, which fundamentally solves the pain point of no indoor air circulation. Since the window unit was launched, especially during the epidemic, the window unit quickly became popular in the market with high-end models, and was recognized by overseas consumers, quickly leading people's consumption habits of window AC from buying low-end, cheap traditional window units to pursuing high-end, easy-to-install, healthy new air conditioning products, thus improving people's living environment and quality of life. 2. U-slot design brings people an upgraded experience The Midea U window unit design effectively blocks the transmission of noise from outdoors to indoors through the partition and sound absorption on both sides of the "U" slot, combined with the sound insulation effect of the double-layer vacuum window. It solves the noise pain point of traditional window AC. The windows installed with Midea U window unit can completely separate the indoor and outdoor environment when the window is pulled to the bottom, blocking the noise sources such as compressor, outdoor fan and outdoor environment from entering the room, and also ensure that the room always has good heat insulation as well as daylighting after the installation. Scientific tests show that traditional window units generate more than 70 dB of noise during normal operation, while the noise level of Midea U window units is only 37 dB during normal operation, creating a library-grade silent environment. The U form has achieved a qualitative leap in window unit noise. It realizes people's inner peace, and makes the, closer to nature! 3. Unique and fashionable appearance is conducive to establishing a good corporate image All along, when selecting a window AC, the public can only choose the square-type dull window machine, endure the traditional window machine noise and closed indoor environment. In today's homogenized, competitive domestic and international air conditioning products, which have been subject to homogenization and price wars, there is an urgent need for a brand and a product with a breakthrough in form and function to redefine window air conditioners and activate potential market space! The novel and unique U-shape of the product breaks through the design of traditional window unit. It has innovative design, appearance from the overall use of lines and materials to highlight the product's sense of technology and distinctive, and realizes the "simple, unique, free" U-shape in the compact window body. It is a bold breakthrough to the idea that "window can only be fixed on the top of the window unit"! Since the Midea U window unit was launched, it has been sought after by consumers, and the user praise rate has been maintained at 100%. The image of Midea's air conditioners in the European and American markets, which were mainly OEM, has been transformed into an OBM company with its own brand, original technology and innovative change spirit, and stand a place as a Chinese brand in the fierce European and American markets. The image of Midea Group of "the best of technology, the best of life" has also been more deeply rooted in people's hearts, further solidifying Midea's position in the global home air conditioning field.

Following the “global breakthrough” strategy of the corporation, we established an international team with cross nationality and culture. Our team members are all local senior product PMs and engineers, and this is the first project since the start of this team. From project start to market, about 20 members of the group worked together. The project took 3 years. We started from concept investigation, visited US cities and interviewed users to dig concepts, and developed this Midea U window AC after countless prototype development.

1. The North American window unit market is becoming increasingly competitive. According to the company's business strategy and product innovation path, with the CDOC methodology, we discovered innovative concepts and developed a new generation of window AC, leading industry innovation and creating a premium model. The end result is that Midea U has achieved unexpected performance in the market and brand influence, by CNN as the "2020 best Window unit air conditioner". 2. The project was done to follow the company's strategy of product leadership and global breakthroughs, and the project eventually became a benchmark product for that strategy. The project was based on user insight, drove fundamental technology breakthroughs and achieved disruption and reconstruction of existing products. It was rated as the best in 32 independent third-party reviews including CNN, YAHOO, New York Times and other headline reviewers, and won the 2020 China Appearance Patent Silver Award, the Red Dot Award as well as IDEA design award , driving Midea's own brand to become the number one high-end share in the North American market. Google search index rose more than 10 times year-on-year and precipitated a new model of OBM product development with overseas R&D layout as the fulcrum, moving towards a global breakthrough.