Core Viewpoint - Chinese home appliance companies are increasingly gaining market share in Europe, prompting Korean companies to adopt new strategies to compete effectively [4][5][10]. Group 1: Market Dynamics - Haier, Midea, and other Chinese companies are expanding their presence in the European market, with Haier's market share in the UK reaching 9% [10]. - Midea's MBT Climate has established a new R&D center in Italy, investing €12 million to focus on environmentally friendly technologies [5][11]. - Chinese air conditioning exports to Europe reached $1.557 billion in the first five months of 2025, marking a 12.3% year-on-year increase [6][10]. Group 2: Competitive Strategies - LG Electronics plans to launch jointly developed washing machines and refrigerators priced around $500 in Europe, moving from OEM to JDM collaboration with Chinese firms [6][7]. - LG's strategy aims to capture the mid-to-low price market segment, which has been increasingly dominated by Chinese brands [9]. - Chinese companies are not only competing on price but are also moving towards the mid-to-high-end market, creating a diverse brand matrix [10][11]. Group 3: Financial Performance - Midea reported a record revenue of 407.1 billion RMB in 2024, with a significant portion coming from its home appliance segment [8]. - LG Electronics' revenue for 2024 was $62.893 billion, with a notable decline in profit margins compared to Chinese competitors [8][9]. - Haier and Hisense also reported record performances, indicating a strong competitive position against LG and other traditional players [8][10].