From "Product Export" to "Industry Globalization": The Resilient Transformation of China's Home Appliance Foreign Trade

For foreign trade practitioners in China's home appliance industry, 2025 has been a year of mixed feelings. On one hand, the 'turbulence' of geopolitics and trade protectionism has brought unprecedented challenges. On the other hand, bolstered by its solid industrial foundation and flexible strategic adjustments, the industry has demonstrated remarkable resilience, charting a brand-new course from 'product export' to 'industrial layout' on the global trade map.

I. Macro Data: Forging Ahead Amid Pressure with Resilient Growth

According to the authoritative report released by the China Chamber of Commerce for Import and Export of Machinery and Electronic Products, in the first half of 2025, the cumulative export value of China's major home appliances reached $68.78 billion, a year-on-year increase of 6.2%. Although the growth rate slowed down from the high level in the same period of 2024, this performance still highlights the stability of the industry's fundamentals amid the complex international environment.

Fluctuations in the data reveal deeper signals. In May 2025, the monthly export value decreased by 2.2% year-on-year, marking the first negative growth since March 2024. Behind this, the drastic impact of short-term tariff policies is the key factor. In the first half of 2025, affected by the U.S. high-tariff policy, China's home appliance exports to the North American market dropped by 5.0% year-on-year. The immediate response of the industrial chain is reflected in factory production scheduling, with export schedules for some categories showing a downward trend after the second quarter.

However, the export data released by the General Administration of Customs no longer fully depicts the complete picture of China's home appliance globalization. As institutions such as Huatai Securities have pointed out, the industry is undergoing a historic shift from the 'OEM + shipping' model to the 'local production + brand penetration + long-term operation' model. Leading enterprises, through their overseas production capacity layout, are expected to achieve better overseas revenue performance than the industry's overall export data. This marks the upgrading of the evaluation system from a simple focus on 'export volume' to 'global industrial operation capability'.

II. Market Structure: Differentiation in Traditional Markets and Rise of Emerging Markets

The structural differentiation of the global market was particularly pronounced in 2025.

North American Market Under Pressure: Localized Production as the Way OutThe U.S. high-tariff policy has dealt a significant blow to home appliance orders imported directly from China. This has also forced enterprises to accelerate the layout of production capacity in third countries such as Mexico and Thailand to serve the North American market, making 'production base diversification' a must-have strategy.

European Market Steady: High-End and Green Demand as Growth DriversIn the first half of the year, China's home appliance exports to the European market reached $18.47 billion, a year-on-year increase of 9.8%. Chinese brands represented by Hisense and Haier are successfully building a global brand image by sponsoring top-tier sports events and promoting high-end products (such as large-screen TVs over 100 inches).

Emerging Markets as Core Growth EnginesEmerging markets including Latin America, ASEAN, and the Middle East are showing vigorous vitality. In the first half of the year, exports to the Latin American market grew by 9.8%, and to the League of Arab States market by 9.4%. These regions boast a large population base and rising consumption capacity, emerging as new blue oceans for Chinese brands going global. Enterprises are not only exporting products but also deeply cultivating these markets by dispatching teams for in-depth research and establishing localized service systems.

III. Product Engine: Intelligence, Green Development and Full Industrial Chain Advantages

The core driving forces behind the growth are continuous product innovation and irreplaceable supply chain resilience.

Intelligence as the Key to High-End BreakthroughsHome appliance products integrated with AI technology have become new favorites in exports. For example, refrigerators equipped with AI odor detection chips and intelligent robot vacuums are well-received in overseas markets. Chinese enterprises are reconstructing product competitiveness with AI technology to meet the intelligent scenario needs of global users.

Sustained Boom in Green and Health-Conscious CategoriesExports of environmental and health-focused home appliances are maintaining strong momentum. In the first half of 2025, the export volume of electric fans increased by 16.6% year-on-year, water purifiers by 14.4%, and air purifiers by 9.4%. This reflects the global consumers' universal pursuit of better quality of life.

Resilience Rooted in the Full Industrial ChainChina's position as the world's home appliance manufacturing hub remains unshakable. Take refrigerators and freezers as an example: China accounts for approximately 60% of the global production capacity. The complete industrial chain, from core components to finished product manufacturing, forms an irreplaceable foundation of 'resilience' in the short term. Enterprises such as Galanz have achieved a full industrial chain layout from core parts to finished products, ensuring the comprehensive advantages of product quality, efficiency and cost.

IV. Future Outlook: Navigating Cycles for Value-Driven Globalization

Looking ahead, short-term tariff and demand fluctuations may still pose challenges, but the medium- and long-term logic of China's home appliance globalization has become clearer.

The international influence of independent brands is steadily rising. Industry data shows that the proportion of independent brands in China's refrigerator exports has increased from about 11% a decade ago to 25% currently. The shift from 'Made in China' to 'China Brand' represents a value upgrade, translating into stronger pricing power and more sustainable profitability.

The deepening of 'industry globalization' will become the mainstream trend. Future competition will not only be about products, but also about the capabilities of supply chain localization, localized brand marketing and integrated operation services. As a Hisense executive put it, cooperation with overseas partners has evolved from simple product trade to 'in-depth integration of brand co-construction and localized operation models'.

In summary, China's home appliance foreign trade in 2025 is undergoing a crucial transformation amid pressure tests. Data fluctuations are only superficial; what lies beneath is the industry's profound evolution from pursuing export 'speed' to deepening global 'quality'. With innovative products, a complete industrial chain and increasingly mature global operation capabilities, China's home appliance industry is sailing towards broader waters with greater resilience.