Chinese home appliance companies go to the international market

As China’s home appliance market has grown, many home appliance companies have begun to focus on the international market and hope to gain a place in a broader field. Many home appliance companies want to expand their international sales market and brand awareness by establishing bases in emerging markets, expanding sales channels, and leveraging international sports event marketing. However, it has been learned that the trust of Chinese brand products in industrialized countries is still lacking, and the reliability of quality still needs to be in line with the standards of the world's home appliances. Today, the “Home Appliances Weekly” section of the Wanwei home network comes to you to sort out some of the home appliance news of last week (2014.9.13–9.19).

Appliance Weekly: Another way to cooperate and abandon the market for development

I. Home appliance companies go to overseas markets

After completing the leap in the domestic market from "Made in China" to "Created in China," China's home appliance brands have begun to enter the overseas market and must achieve this across the globe. Today, Gree, Haier, Hisense and other companies have attacked overseas markets with their own brands, and they have formed a certain amount of influence in the global market and occupy a certain market share.

It is understood that Hisense Group's TV business alone has officially entered Europe from 2009 to the present. In just five years, the turnover will soon exceed 200 million U.S. dollars. Last year, Hisense exported about 3.7 million TV sets overseas, and this year it is expected to exceed 6 million. Skyworth Digital sold 288,000 TVs overseas in August this year. Total sales increased by 40% compared to the same period last year. In the first half of this year, Haier’s Haier TVs in the European market increased by 14.9% year-on-year, and commercial air conditioners reached 11.6%. In the Americas market, Haier Washing Machines grew by 2.7% year-on-year, home air conditioners increased by 9.5% year-on-year, and refrigerators increased by 24.1% year-on-year.

Appliance Weekly: Another way to cooperate and abandon the market for development

At the same time, the promotion of Chinese brands has also taken place abroad. It is understood that Hisense started investing in sports marketing when it entered the overseas market. It was a huge investment, and the only one that sponsored the Australian Open was more than 100 million yuan. The United States has sponsored the Chinese diving team since 2007. Through the promotion and dissemination of major international events, Midea’s brand has also traveled the world with diving teams. It is training and bringing up a number of famous Chinese brands that are world-renowned.