Finance Associated Press, March 25 (Reporter Lu Tingting) The 2025 China Home Appliances and Consumer Electronics Expo (AWE) has come to an end. In the context of the wave of economic globalization surging forward with opportunities and challenges, China's home appliance enterprises "going overseas" has become the focus of heated discussions at this AWE, and the 2025AWE Summit Forum held at the same time also has the theme of "Embracing Globalization, WE ARE ONE".

On the way to sea, opportunities and challenges coexist

Customs data shows that in 2024, China's home appliance exports will reach 112.4 billion US dollars, a year-on-year increase of 14.0%, hitting a record high.

Qin Shuo, a well-known financial observer, said in his keynote speech at the forum that China's home appliance industry is making the leap from a "global production base" to "going overseas with high quality and building a global brand", and at the same time faces multiple challenges such as geopolitics, supply chain restructuring and localization requirements of emerging markets.

Paolo Falcioni, Director General of the European Association of Household Appliances, said that it is indeed not easy for many companies to enter the European market, because Europe has a very complex and ever-changing regulatory system. For any company that wants to enter the European market, the most basic requirement is to understand the local legislation and regulations.

Although there are many reefs on the journey to sea, for Chinese home appliance enterprises, "going out" may no longer be a multiple-choice question, but a must-answer question.

Tashi Dunzhu, deputy general manager of the general manager office of China Central Radio and Television, pointed out at the forum, "Today, with the high degree of integration of the global market, entering the global market and seizing market opportunities in different economies has become a new track and trend for Chinese enterprises to strengthen their muscles and become bigger and stronger." ”

Taking leading enterprises as an example, Zhou Yunjie, chairman of the board of directors and CEO of Haier Group, revealed in an interview with the media during the two sessions of the National People's Congress this year that Haier's overseas business reached 53%. According to the announcement, Midea's overseas sales account for more than 40% of the company's total sales.

Midea Group (000333. Fang Hongbo, chairman and president of SZ), said earlier this year that a global breakthrough would be made with unprecedented investment in 2025. It is reported that 20% of the funds raised by Midea's listing in Hong Kong will be invested in the group's global research and development, 35% will be used for continuous investment in the upgrading of intelligent manufacturing system and supply chain management, and 35% will be used to improve the global distribution and sales network and increase the overseas sales of its own brand.

At present, it has become a consensus in the industry to deeply participate in the restructuring of the global value chain and accelerate the construction of new competitive advantages.

Qin Shuo believes that under the trend of globalization, China's home appliance industry is facing several major opportunities, including the long-term stable growth of demand for home appliances, and the penetration rate of emerging markets and along the "Belt and Road" will continue to increase rapidly (especially small household appliances); Many emerging economies have attracted investment and promoted development, which will help Chinese enterprises go overseas and build more resilient hybrid supply chains.

"I think in addition to the new bright spots that structural innovation will bring, looking at the world, the home appliance industry is still a growth industry, and it will grow faster in some emerging markets." Qin Shuo quoted data released by Gfk in September last year that it is expected that the overall growth rate of the global household appliance market will be between 4-6% within 3 years, and the potential of the inverter home appliance market will be much higher than this, the growth rate of developed countries in Asia is expected to be about 6%, and the Middle East and Africa market will be the fastest growing regional market, with a growth rate of about 28%.

"China remains a key driver of innovation and growth, but other markets such as India, ASEAN, the Middle East and Africa are also changing the future of the home appliance industry, driven by an urbanizing middle class and growing purchasing power. ”

Opportunities faced by Chinese home appliance companies Photo by a reporter from the Financial Associated Press

Qin Shuo also said, "Lenovo Group's 'hybrid manufacturing, global delivery' supply chain inspiration for Chinese home appliance companies is to go global." Although some emerging economies do not have a manufacturing base at the moment, they are also developing manufacturing. This trend should be followed, and the requirements of localization in emerging economies require you to build a more complete and resilient work chain. ”

Chinese home appliance enterprises go overseas: the core is to grasp the needs of market users

How to "answer" the question of "going to sea", different enterprises have given "solutions" based on their own perspectives.

Hisense Home Appliances(000921. SZ) Chairman Gao Yuling said,"Hisense adheres to the strategy of globalization thinking and localized operation,Through cultural resonance、Technology integration、Channel sharing、Supply chain collaboration,Realize deep integration and adaptation with the global market。 ”

For the path of globalization, the reporter of the Financial Associated Press learned from the above-mentioned summit forum that Roborock (688169. SH) by building a global sales network, quickly reaching users with cross-border e-commerce, and then strengthening brand trust through offline channels, forming a closed loop of online and offline integration. Haier's localization strategy of "three-in-one" R&D, manufacturing, and marketing, combined with the HOPE platform, integrates global R&D resources to achieve efficient innovation.

A number of industry insiders said that whether it is a mature market or an emerging market, the core is that enterprises should grasp the real user needs of each market, solve the pain points of users, and keep up with the development direction of the market.

As the world's fifth-largest economy, India is expected to become the third-largest economy by 2030 after the United States and China. This huge potential also makes it a key growth market for BSH. It is reported that in insight into the regional challenges of unstable water and electricity supply in India, BSH has developed and produced a semi-automatic top-open washing machine with a rotating water flow system. For the growth markets in the Middle East and Africa, BSH is expanding its presence in Africa with a new production site in Cairo, Egypt.

In terms of market selection, Zhang Qingfu, vice president of Haier Overseas Electrical Industry Co., Ltd., said frankly, "Whether it is a developed or developing country market, we are all doing to create a brand and create China's own brand." "Practice has proved that independent branding, high-end brand creation is a difficult and correct way, enterprises to go overseas vision to take a long-term view at the same time, but also to be clear, starting from the needs of local users, research and development of products that meet the needs of local users, in order to truly establish the brand in the hearts of users.

"Whether it is the European and American markets, or the African or Southeast Asian markets, or emerging markets, in fact, the company is doing it simultaneously when going overseas." Qian Qijie, President of Roborock Cleaning Products BU, said that the European and American markets are driven by typical technological innovation, high-end positioning and pay great attention to brand building, for this market, the company continues to do scientific and technological innovation, quickly cooperate with local online and offline channels, accelerate localized operations, and further consolidate the market share and position in the European and American markets. For emerging markets, the company is more likely to quickly enter the market with cost-effective products, develop products in line with the local market through online channels and enter the market, and boost the brand building of the market.