Since the beginning of this year, the prosperity of China's overseas home appliance market has increased significantly. Especially in the second half of the year, with the gradual increase in the demand of overseas home appliance market, more and more Chinese home appliance companies will set their sights on overseas, accelerate the realization of internationalization strategy by releasing overseas brands and building factories overseas, and explore more markets such as intelligent high-end.
According to data from the General Administration of Customs, China's cumulative exports of household appliances from January to November 2023 reached 33871680,000 units, a year-on-year increase of 96%, export value 804700 million US dollars, a year-on-year increase of 28%。According to industry ** data, from January to November 2023, China's household air conditioning exports were 6,35170,000 units, a year-on-year increase of 61%；The export volume of washing machines is 352990,000 units, a year-on-year increase of 369%。
In 2023, on the one hand, China's home appliance exports will expand the "Belt and Road" and overseas emerging markets such as Southeast Asia, the Middle East, and Africa, and on the other hand, home appliance enterprises will continue to make breakthroughs in core technologies, and their ability to reduce costs and increase efficiency will gradually emerge, and their competitiveness to go overseas will continue to improve.
In the first half of 2023, Gree pointed out that the company implements a differentiated overseas market strategy, actively develops its own brands, looks for distributor partners around the world, and uses distributor resources to dig deep into the market. It has successively won the bid for a number of large-scale commercial engineering projects such as the Jakarta-Bandung high-speed railway in Indonesia, the Ethiopian Museum, the Lima Group in Malaysia, the SolidGM factory in Mexico, and the ACS intelligent logistics center in Greece, deepening the international image of the Gree brand and accelerating the process of global layout.
In the first half of 2023, Midea's overseas sales accounted for more than 40% of total sales, and its products have been exported to more than 200 countries and regions around the world, with 21 overseas production bases and 24 sales operations around the world.
In the first half of 2023, Haier Smart Home's overseas business increased by 8 compared to the same period in 20228%, of which, the North American market demand is weak, but Haier still outperforms the industry, achieving sales revenue of 3913.3 billion yuan, an increase of 4 compared with 20225%；The European market achieved sales revenue of 1327.8 billion yuan, a year-on-year increase of 296%, and the share of retail sales increased to 79%, and the share of retail sales to 71%；The South Asian market achieved revenue of 595.5 billion yuan, a year-on-year increase of 235%。
At the same time, the expansion strategy will develop from products to manufacturing, further improve the layout of the global chain, and the overseas production base will continue to increase.
On November 30, 2023, Midea Group laid the foundation stone for a new base for refrigerators and washing machines in Egypt, with a total investment of 8RMB 300 million and is expected to start production in the second half of 2025. This is Midea's third manufacturing base in Egypt, and after the manufacturing base is put into operation, Midea's products "Made in Egypt" can not only meet the local needs of Egypt, but also radiate the markets of Africa, the Middle East and Europe. Midea Building Technology is also continuing to expand its heat pump production base in Italy, with a planned annual production capacity of 300,000 units, which is expected to be put into operation in 2024. In addition, Midea Group has laid out related production bases in Brazil and Mexico.
The foundation stone of Haier Egypt Eco Park was laid in March 2023, which is Haier's first digital twin industrial park in the Middle East and Africa, the first phase of the factory will set up production lines for air conditioners, washing machines and TVs, and is expected to be put into operation in the first half of 2024, and the overall annual production capacity of the second phase of the plant will exceed one million units, covering the African, Middle East and European markets.
In April 2023, Wanhe Electric laid the foundation stone of its industrial park in Thailand, which is its first overseas manufacturing base, mainly designing and producing gas oven products and kitchen appliances, with a design capacity of 900,000 gas ovens per year. Wanhe Electric accelerated the construction of overseas bases, further undertook the higher requirements of VIP customers, and began to develop its own brands in Russia and South Asia.
In addition to home appliance enterprises, China's upstream core component enterprises of home appliances are also accelerating the promotion of overseas factories.
On October 26, 2023, Changhong Huayi's Garcibella compressor*** was put into operation at the refrigerator compressor factory in Mexico, which is the first self-built overseas factory in China's refrigerator compressor industry.
On November 30, 2023, Sanhua Industrial (Thailand)** opened, the factory has successfully entered mass production in September, and the innovative automatic production line process and advanced welding technology will provide more stable product quality and promote its in-depth cooperation with complete machine manufacturers.
It can be seen that China's home appliance enterprises are extending from overseas product sales and product assembly to the integration of "research, production and marketing", giving full play to the scale and technological leadership of China's home appliance manufacturing, and relying on research and development to drive the entry into the mid-to-high-end market. In the future, Chinese home appliance enterprises will continue to "go global", get close to the local market, promote innovation and efficiency improvement, and improve the comprehensive competitiveness of Chinese home appliances in the global market.