Huan Qiu Wang·2025-07-18 22:52Core Insights - Chinese consumer brands are rapidly expanding in Southeast Asia, challenging established players from Japan and Europe in the home appliance and cosmetics markets [1][2] - The market share of Chinese brands in Southeast Asia's electrical consumer market has increased from 3.6% in 2015 to an expected 8.6% in 2024, with significant growth in certain product categories [1] - The rise of Chinese brands is supported by a growing ecosystem that includes online shopping platforms, logistics providers, and marketing companies [2] Group 1 - Chinese brands are gaining market share at the expense of Japanese manufacturers, with Japanese companies' market share in air conditioning dropping by 7 percentage points from 2015 to 2024, while Chinese brands' share rose from 9% to 25% [2] - Companies like Haier and Midea are expanding globally through acquisitions and establishing local production bases, leveraging their domestic experience and efficient logistics [1][2] - The annual growth rate for Chinese mass skincare brands is projected to reach 115% from 2019 to 2024, despite the continued dominance of brands like L'Oréal and Unilever [2] Group 2 - The trend of Chinese consumer goods entering Southeast Asia may accelerate due to increasing tariffs imposed by the United States [3]