欧洲手记｜高温催热“绿色出海”——中国家电企业在欧洲迎新机遇

Group 1 - The extreme heat wave in Europe is driving a shift in consumer demand for air conditioning and cooling appliances, which were previously considered non-essential [1][2] - The air conditioning penetration rate in Europe remains low compared to other major economies, with only about 20% of households equipped with cooling devices, and even lower rates in countries like Germany and the UK [6][2] - The demand for air conditioning is reflected in trade data, with China's exports of air conditioning units to the EU and the UK reaching $1.388 billion in the first five months of 2025, a year-on-year increase of 20.25% [2][3] Group 2 - Chinese home appliance companies are experiencing significant sales growth in Europe, with Hisense reporting a doubling of sales in Hungary and a 42% increase in online sales in Spain [3][8] - The shift in consumer behavior is moving air conditioning from an emergency solution to a normalized necessity, particularly among young families and the middle class [3][8] - The European market is increasingly demanding energy-efficient and environmentally friendly appliances, with A++ and above energy efficiency ratings becoming the mainstream requirement [8][9] Group 3 - Chinese appliance manufacturers are focusing on smart, efficient, and environmentally friendly products to penetrate the European market, with exports of home appliances to the EU and UK reaching $11.42 billion in the first five months of 2025, a year-on-year increase of 11.6% [8][9] - The competition is shifting from price-based to value-based, emphasizing low-carbon, high-efficiency, and intelligent solutions to meet the evolving needs of European consumers [9][8] - Chinese brands are working to enhance their visibility and brand recognition in Europe through partnerships with local channels and sponsorship of sports events [8][9]