Core Insights - The article highlights the growing ambition of Chinese home appliance companies to conquer overseas markets, particularly in Europe, as showcased at the IFA 2025 event [1][3] - It emphasizes the challenges faced by Chinese brands in penetrating the European market, which has a long history and established competitors [4][6] Market Overview - Europe is a significant market for home appliances, with a retail share of approximately 20% in Western Europe and a projected CAGR of 5.52% for Eastern Europe from 2018 to 2024 [4] - The complexity of the European market, with over 40 countries and diverse consumer habits, poses a challenge for Chinese companies seeking to expand [4][8] Consumer Preferences - European consumers prioritize high-quality and innovative products over low prices, making it essential for Chinese brands to focus on product differentiation rather than competing solely on price [6][8] - Localized product adaptations are crucial, as direct transfers of products from China may not meet European consumer needs [8] Successful Strategies - High-end branding and technological innovation are key strategies for Chinese companies to succeed in Europe, as demonstrated by Haier's approach [9][11] - Haier has effectively combined product innovation with local market understanding, achieving significant market share and consumer acceptance [9][12] Performance Metrics - Haier's overseas revenue grew by 11.7% in the first half of the year, with a remarkable 24.07% growth in Europe [11] - The company has maintained its position as the world's largest home appliance brand for 16 consecutive years, indicating the effectiveness of its global strategy [12]

从国家市场看，海尔洗衣机也可谓多点开花：在意大利市场实现份额增速第一、Candy单品牌份额第 一、干衣机销量份额第一；在东欧，海尔智家超薄、洗干品类居捷克市场份额TOP1，并在克罗地亚、 斯洛文尼亚、塞尔维亚三个市场实现份额增速第一；同时，海尔智家在英国达成嵌入式品类份额 TOP1、在法国实现年累超薄和洗干品类销额份额TOP1、在西班牙超薄滚筒销量及顶开滚筒份额均实现 TOP1。 要知道，欧洲家电市场的竞争强度及固化程度令人生畏。面对其百年建立起的"铜墙铁壁"，仅仅历经40 多年发展的中国家电企业，是如何快速成长起来的？ 其一，本土化的产品创新。2000年，海尔智家已经在意大利布局研发中心，2011年设立了德国研发中 心。目前，其已构建起全球10+N开放式创新体系，针对全球各地用户差异化需求进行创新。如针对欧 洲严苛的节能标准，海尔洗衣机推出比欧洲A级能耗还节能60%的X11系列，助力欧洲多国千欧以上高 端市场份额突破10%。即将上市的海尔牌中子和L+超高端套系，价格指数高达500+，持续拉动高端份 额提升。 欧洲家电市场，历来是全球家电门槛最高的竞技场。而这片孕育和汇聚众多世界级家电品牌的热土，如 今正见证 ...

周五下班买的鲜肉放冰箱冷藏，周天就发黏了！一开洗衣机筒门被异味熏得眼前一黑，衣服又忘晒了！每次指挥空调都得精确到多少度、什么风，还不如自己动手……每一个痛在用户心上的生活难 4月2日，海尔智家第八届全球研发创新大奖颁奖大会在青岛举行。现场，千余海尔研发人获得了嘉奖。其实，每一个获奖项目都是源自用户的创新成果，所以每一项荣誉也都属于用户。这场面向 始终为用户研发，全球创新引领是底气 本着始终为用户研发的初心，海尔智家打造了全球引领的10+N开放创新体系。这使其能快速集中全球顶尖研发资源，针对每一个用户需求攻坚克难。 深化全球协同，成为全球用户信赖的海尔。欧洲用户对节能格外敏感，由中国、澳洲、欧洲、美国的研发中心协同创新的X11系列洗衣机，比欧标A级能效还节能60%。日本用户希望冰箱既占地小 替用户嘉奖，深度研发只为用户满意 与其说这是一场科技盛会，不如说这是全球用户选出来的爆品大赏。因为每一项创新成果，都旨在为用户解决难题。 创新从用户需求中来，爆款是最佳回馈。拿获得"金创奖"的和悦冰箱来说，以原创磁控保鲜科技破解了鲜肉冷藏易变质、冷冻又会影响口感的难题，让保鲜作用到食材分子运动层面，实现冷鲜肉 创新深入生活方 ...