MeetBrands 出海向新 | 带电品类成出海主力：家电的破局之道

Core Insights - In 2024, China's home appliance export value is expected to exceed $100 billion for the first time, with an annual growth rate significantly higher than the global average, indicating strong growth momentum [1] - Approximately 20% of the brands listed in the 2025 Meet Brands report are from the home appliance category, reflecting a 6 percentage point increase from the previous year, highlighting the category's continued expansion in the overseas market [3] Industry Trends - The home appliance category is transitioning from a phase of "category expansion" to a refined competition stage focused on scenario understanding and product systems [5] - AI technology is becoming a key support for the home appliance category's overseas expansion, with products increasingly capable of autonomous environmental understanding and decision-making [6][7] - Home security management is becoming a new necessity for overseas households, with smart security appliances transitioning from optional to standard [11][12] Brand Development - Brands in the home appliance sector are moving towards a dual-driven model of software and hardware, focusing on a comprehensive evaluation of product performance rather than just hardware functionality [5] - The development focus for brands has shifted from single camera products to a more segmented approach that addresses various spaces and usage scenarios within the home [12][16] Marketing Challenges - New brands face challenges in building trust and educating users, as home appliances are durable goods that require consumer confidence before purchase [19] - The fragmented nature of media channels complicates customer acquisition, as consumers often need to compare and validate information across multiple platforms [20] - Many brands experience a disconnect between traffic acquisition and conversion due to mismatched content and presentation styles on their websites [21] Case Study - BeyondClick has successfully assisted TCL in optimizing its marketing strategy for the Black Friday shopping season in Spain, focusing on a multi-channel approach to enhance conversion efficiency [22][24]