第一财经·2025-07-19 13:31Core Viewpoint - The article discusses the increasing presence and competitiveness of Chinese home appliance companies in the European market, highlighting their strategies and growth in sales, while also noting the response from South Korean companies like LG Electronics to this challenge [1][2][3]. Group 1: Market Dynamics - Chinese home appliance exports to Europe reached $15.57 billion from January to May 2025, marking a 12.3% year-on-year increase, with air conditioning exports growing approximately 20% due to rising temperatures in Europe [4][9]. - Haier's market share in the UK has reached 9%, positioning it among the top three brands, alongside Beko and Bosch [9]. - Midea's air conditioning sales in Europe increased by 35% in the first half of 2025, with a notable 68% growth in France [4][9]. Group 2: Competitive Strategies - LG Electronics plans to launch co-developed washing machines and refrigerators priced around $500 in Europe, moving from OEM to Joint Development Manufacturing (JDM) to enhance market share [2][4]. - LG Electronics has partnered with Chinese companies like Skyworth and Aucma to develop products, aiming to expand this model to other appliances like air conditioners [5][6]. - The article notes that LG Electronics is under pressure as its profits and appliance revenues have fallen below those of Midea, which reported a record revenue of 407.1 billion RMB in 2024 [7][8]. Group 3: Future Outlook - Chinese appliance companies are not only expanding in the low-cost segment but are also moving towards the mid-to-high-end market, creating a multi-tier brand matrix [8][10]. - The article predicts that the market share of Chinese companies in Europe will continue to rise as they focus on localizing production and enhancing brand value [10].