Key facts
- Chinese appliance makers Haier and Hisense are increasing their market share in Europe, particularly in washing machines and refrigerators.
- Companies are shifting from price-based competition to localized product innovation and tailored features.
- Midea's PortaSplit series, a portable air conditioner, has seen strong sales growth.
- Haier's European HVAC business experienced over 20% year-on-year growth.
- Dreame Technology derives 65% of its revenue from international markets, with significant growth in robotic vacuum cleaners.
- Bear Electric Appliance Co Ltd reported substantial overseas sales revenue in 2024.
Chinese appliance manufacturers, including Haier Group and Hisense, are significantly expanding their presence in the European market, capturing approximately 20% of the washing machine and refrigerator sectors. This growth is driven by a strategic shift from price-based competition to localized product innovation and tailored features, addressing specific European consumer needs such as complex installation requirements for air conditioners.
Midea, for instance, developed the PortaSplit series, a lightweight, portable split air conditioner designed for easy installation and mobility, which has seen substantial sales growth. Haier's European HVAC business has also experienced over 20% year-on-year growth, with its own-brand segments showing even stronger performance. This trend extends to other product categories like heat pumps and washing machines, where Chinese brands are gaining traction with energy-efficient and smart features that meet European standards.
Beyond Europe, Chinese companies are also building manufacturing facilities in Southeast Asia and Egypt, forming a three-pronged strategy to serve global markets, access the Middle East and Africa, and establish brand equity in developed regions. Companies like Dreame Technology report that a majority of their revenue comes from international markets, with notable growth in robotic vacuum cleaners and floor-cleaning machines. Bear Electric Appliance Co Ltd also reported significant overseas sales revenue. This evolution signifies that Chinese appliance makers are transitioning from being mere low-cost suppliers to becoming global competitors capable of innovation and regional customization.