Global heatwave: Chinese Home Appliances Rush to Compete for Overseas Orders

Recently, many places around the world have been subjected to high-temperature "baking" tests. According to statistics from the Manzhouli Customs,In the first half of 2025, the export of "cooling appliances" (air conditioners, refrigerators, fans) through the Manzhouli Port amounted to 520 million yuan, a year-on-year increase of 22.4%.The monthly export value has continued to grow for five consecutive months, reaching a historical high of 130 million yuan in May.

Data from the China Household Electrical Appliances Association shows that from January to May 2025,China's air conditioning exports to the EU and the UK reached 1.388 billion USD, a year-on-year increase of 20.25%; the export volume reached 7.9682 million units, a year-on-year increase of 20.14%.。

The data from the General Administration of Customs shows that China's export of household appliances is in a high base situation from last year.From January to May this year, a total of 18,425,300 units were exported, an increase of 6.1% year-on-year.

Behind the rising export data, there are both external factors such as the soaring temperatures caused by global warming, and more importantly, the accelerated overseas expansion of Chinese home appliance companies. These companies are investing in establishing bases around the world, promoting their own brands, and exploring untapped market areas. Especially in emerging markets like Southeast Asia, South America, and Africa, these regions have become key battlegrounds for home appliance companies "going abroad."

According to a report by the China Industry Research Institute, Hisense Group announced on July 11 this year that its factory in Algeria, built in cooperation with the local Condor Group, has officially launched its first large-scale export operation.Exporting over 5,000 locally produced televisions and washing machines to strategic markets in the Middle East and North Africa (MENA) such as Egypt and Tunisia.。

Midea Group has also been active in South America, Latin America, Southeast Asia, and other regions.

On June 16, representatives from Midea and a delegation from the government of Minas Gerais State in Brazil announced four new investment projects in the state. Source: Midea Group official Weibo.

As a strategic market for Midea, Brazil has seen the company deepen its supply chain manufacturing layout in recent years. On June 16, representatives from Midea announced four new investment projects in partnership with the government delegation of Minas Gerais State, totaling 198 million reais (approximately 258 million yuan). The new investments will include four projects: a logistics distribution center, a Welling motor factory, a Midea industrial EPS factory in Brazil, and...The new refrigerator factory is planned to officially start production in the first quarter of 2028.

In the first half of the year, Midea increased its investment in brand building in South America, Southeast Asia, and other regions, actively expanding sales channels. It held a smart home appliance product launch in Buenos Aires, the capital of Argentina, and also hosted the 2025 Toshiba product launch in Manila, Philippines.

Peru is an important part of the Latin American market. In May of this year, Midea held its first product launch event in Lima, the capital of Peru.Since its establishment at the beginning of 2024, Midea's Peru branch has quickly established sales channels for core categories such as smart air conditioners, large-capacity refrigerators, and washing machines, with all products being localized and improved to suit Peru's climate and consumer habits.。

In recent years, Haier has been focusing on brand internationalization and has intensified its efforts to promote its independent brand in Southeast Asia. On May 28, a brand launch and new product release conference was held in Ho Chi Minh City, Vietnam, announcing...Haier brand officially enters the Vietnamese market.At the event, three new high-end washing machine models from Haier were launched, and a strategic cooperation was announced with DMX, a leading home appliance retail platform in Vietnam.

On May 28, Haier Smart Home announced in Ho Chi Minh City, Vietnam, that the Haier brand officially entered the Vietnamese market. Image source: Haier Group WeChat Official Account.

The prospectus of Aux Electric shows that as of the three months ending March 31, 2025, overseas revenue accounted for 57.1%. Having tasted the "sweetness" of going abroad, Aux has also increased its globalization efforts this year. In April, the AUX overseas OBM dealer conference was held in Pattaya, Thailand, attracting air conditioning industry partners from over 30 countries around the world.As an important overseas manufacturing base of AUX Group, the AUX Thailand factory will continue to enhance its localization operational capabilities to support production and delivery in the regional market.

AUX Air Conditioner officially enters the UAE market. Image source: Screenshot from AUX Air Conditioner's WeChat official account.

It's also April.AUX Air Conditioning announces its official establishment in the UAE market.AUX held its first dealer conference in Dubai, where itC-Series Through localized innovative design, it fully meets the multiple expectations of Middle Eastern consumers for product durability, quiet comfort, and easy installation.

From May 20 to 22, AUX Group showcased its full range of smart air conditioning solutions for home and commercial use at the 8th Nigeria International Air Conditioning, Ventilation and Refrigeration Exhibition (MEGACLIMA), a benchmark event in the non-refrigeration industry.AUX is engaging in in-depth discussions with multi-national distributors regarding customized services to accumulate strategic resources for the ongoing expansion into the West African market.。

Driven by global high temperatures and changes in market demand, exports have become an important engine for the growth of China's home appliance industry. In the face of intense competition in the international market, domestic electrical enterprises need to further strengthen brand building, enhance independent innovation capabilities, and ensure steady progress in a complex and ever-changing international environment.