直播间热浪下“广货”从制造走向智造，“粤家电”加速全球化布局

Core Insights - The "Guangdong Goods Going Global" spring campaign has successfully ignited online consumer enthusiasm, with sales in live-streaming sessions increasing by nearly 100% in just the morning of the event [1] - Guangdong's home appliance industry has developed a comprehensive supply chain advantage, producing numerous world-class companies and leading in various product categories such as air conditioning and kitchen appliances [1][5] - The transformation of "Guangdong Goods" reflects a shift from manufacturing to self-research, development, and sales, focusing on consumer needs in niche markets [3][6] Industry Overview - The Guangdong home appliance sector has evolved over 40 years, transitioning from OEM and private label to self-branded products, achieving a scale exceeding 1 trillion yuan in revenue [5][6] - Guangdong accounts for nearly half of the national revenue and exports in the home appliance industry, with three companies reaching a valuation of over 100 billion yuan [5][6] - The industry is characterized by a significant focus on quality and innovation, with products like Midea's low-sugar rice cooker and Galanz's multifunctional microwave showcasing advanced technology [5][6] Market Trends - There is a growing demand for personalized, high-quality, and innovative small appliances, as evidenced by the success of niche products like the "surrounding tea pot" and hydrogen water cups [2][3] - Companies are increasingly targeting overseas markets, particularly in Southeast Asia, with Midea and Hisense reporting significant growth in these regions [8][9] - The integration of smart technology into appliances is becoming a key trend, with companies aiming to incorporate Wi-Fi functionality and other innovations into their products [8] Brand Development - The reputation of "Guangdong Goods" is built on quality, with many products demonstrating durability and long-term consumer trust, as seen with the longevity of appliances from brands like Weili and Haotaitai [6][7] - Companies are exploring new product categories and international markets to sustain growth, with Haotaitai focusing on expanding its product line and entering overseas markets [7][8] - The Guangdong manufacturing ecosystem benefits from a well-coordinated industrial chain within the Guangdong-Hong Kong-Macao Greater Bay Area, enhancing production capabilities and service efficiency [9]