Chinese heating products' hot 'sales in Europe (international perspective)

September to February of the following year is the peak period for the growth of demand for heaters in the Northern Hemisphere. Various heating products from China are favored by European consumers. On the overseas version of Tiktok, the video of "heater" related tags was played more than 800 million times. Feedback from the European market shows that Chinese heating products have diverse functions, are compact and portable, and offer high cost-effectiveness, greatly meeting the daily needs of different customers.

Energy saving and affordable products are favored

Hot water bottles have become a new choice for local holiday gifts

This product is from Zhejiang, China. It is lightweight, low power, and has safety protection in terms of shell and performance, which is very popular among customers. "Alexander Weisshoff, the category manager at an electronics store in the center of Berlin, Germany, pointed to a small white cylindrical foldable heater and told reporters," With the arrival of winter, the demand for heating equipment is increasing. We currently have dozens of heating products on sale, more than half of which are 'Made in China'. "Some German consumers interviewed by reporters said that compared to traditional heating methods, more and more people are choosing low-energy and affordable heating equipment, and Chinese products are a good choice.

There are various types of heating equipment from China. For example, smart warm handbags, foot warmers, heating scarves, etc. that can be used by connecting to USB, have beautiful, portable, and energy-saving properties, and are deeply loved by young consumer groups. In Belgium, heating equipment with festive elements is being launched during the Christmas season. Many stores have shelves filled with various types of hot water bottles from China, at affordable prices. There are various types of hot water bags made in China, and many beautiful and unique hot water bags have become new choices for local people's holiday gifts, "a salesperson from a store told reporters.

Chinese heating products stand out in the European market thanks to the precise and segmented grasp of market demand by Chinese manufacturers. A smart electric heater from Guangdong, using artificial intelligence temperature control technology, can adjust the temperature according to users' daily habits. It received a high rating of 4.8 on the Amazon Germany website, and many users call it the "ideal companion for winter". The head of a spa massage shop in Brussels introduced that massage shops have high requirements for heating. After multiple comparisons, she chose a massage bed with heating function from China, and "many customers praised it after experiencing it".

European consumers are more concerned about the energy-saving and safety attributes of products, "said Liu Liping, General Manager of the Overseas Marketing Center of Zhongguang Electric Group. Consumer demands may vary in different regions. When formulating overseas market strategies, the group will adapt to local conditions, dig deep into market demand, cooperate with local professional distributors, and find products and solutions that are more suitable for the local market.

Supported by technology and innovation capabilities

Heat pump products account for approximately 60% of the European market share in terms of sales volume

According to data from the European Union Statistics Office, about 50% of all energy consumed in the EU is used for heating and cooling, with over 70% coming from fossil fuels dominated by natural gas. In recent years, due to the significant increase in energy prices in Europe, European consumers have begun to choose more energy-efficient and environmentally friendly heating equipment. Among them, air source heat pumps have become one of the popular clean heating methods.

Air source heat pumps absorb heat from the air and transfer it to water for household heating, hot water supply, etc., which is both environmentally friendly and economically efficient. According to the International Energy Agency, households that switch from traditional gas boilers to heat pumps can greatly save energy costs, with an average annual savings of around $900 per household in Europe. Therefore, the EU continues to introduce support measures to encourage people to purchase and install energy-saving heating equipment such as heat pumps. According to data from the European Heat Pump Association, Germany, Belgium, and the Netherlands are the countries with the fastest growth in heat pump installations in Europe in 2023, with year-on-year growth rates of 58.5%, 72.2%, and 43.4%, respectively.

At present, China has become one of the main suppliers of air source heat pumps in Europe. According to statistics from the China Household Appliances Association, with high-quality products and services, the sales of heat pump products in China have continued to grow, accounting for about 60% of the European market share. According to statistics from the China Chamber of Commerce for Machinery and Electronics, in the first three quarters of 2024, the cumulative export of Chinese household appliances to the European market reached 25.8 billion US dollars, a year-on-year increase of 13%. Among them, air source heat pump products from Chinese brands such as Haier and Midea performed outstandingly.

Liu Liping gave an example that by continuously increasing research and development investment, the latest air source heat pump product launched by Zhongguang Electric not only improves the efficiency of heat conversion, but also enhances the level of intelligence. It can operate efficiently in low temperature environments of minus 25 degrees Celsius. Through the Internet of Things management cloud platform, remote adjustment and temperature control are achieved, which has driven the continuous increase of overseas orders.

A Belgian seller of air source heat pumps stated that Chinese brand heat pump products have good quality, reliable performance, and offer a variety of choices to meet different needs, providing efficient solutions for both household and commercial use. A Belgian customer who is currently purchasing Chinese products said, "China has the most complete industrial chain in the world, with abundant supply of home appliance components, and the quality of electrical appliances is definitely good

Continuously enhancing the competitiveness of Chinese brands

Make more products go from being "internet celebrities" to becoming "long-lasting celebrities"

Cixi, known as the "Capital of Small Home Appliances," is the largest small home appliance industry cluster in China, with over 2000 home appliance manufacturers and nearly 10000 supporting enterprises. Data shows that about 60% of small household appliances worldwide are "made in Cixi", and Cixi is also the world's largest production base for small household appliances such as electric irons, heaters, and sockets, with a market size of billions of yuan. The products produced by over 100 local heater companies account for nearly one-third of the national export volume. According to statistics from Cixi Customs, from January to November 2024, Cixi's heater exports amounted to 3.44 billion yuan, accounting for 24.9% of the total national heater exports. The top five countries and regions for exports were the European Union, the United States, Russia, the United Kingdom, and South Korea, with export values of 1.18 billion yuan, 460 million yuan, 370 million yuan, 330 million yuan, and 150 million yuan, respectively.

Ningbo Gengxin Electric Appliance Industrial Co., Ltd. is an export enterprise specializing in the production of high-end electric fireplaces, with European and American markets accounting for over 90% of the company's total exports. Li Qiang, the manager of the company's foreign trade department, introduced that in 2024, the company's heater exports will be 120 million yuan, a year-on-year increase of 12%. In 2024, the demand for heaters in European countries rebounded, with a single British customer placing an order for 25000 electric fireplaces worth over 1.2 million US dollars

For heating product companies, the main focus is on product production during the spring and summer seasons, and sales during the autumn and winter seasons. However, in recent years, we still need to stock up during the autumn and winter seasons. Shen Hong, the general manager of Ningbo Hongsheng Fireplace Co., Ltd. located in Yuyao, Zhejiang, introduced that in recent years, especially since 2024, the sales data of the company's fireplaces have been continuously increasing. "According to last year's sales reserves, the goods are already insufficient, so our production line has not stopped, and we have been arranging production in an orderly manner.

With the acceleration of energy transformation in the European market, how can China's heating equipment seize the opportunity to transform the current export heat into long-term growth momentum, and transform products from "internet celebrities" to "long-lasting popularity"?

Enterprises must put more effort into technological upgrading and product innovation, "said Shen Hong. In recent years, the company has increased its investment in technology research and development, and has made significant improvements in product heating speed, temperature stability, energy efficiency, and other aspects, all of which have reached a high level in the industry.

Industry insiders have analyzed that in the long run, strengthening the construction of independent brands, expanding regional brand recognition, and consolidating the user base are important paths for Chinese home appliance companies to "go global". Chinese foreign trade enterprises should keenly grasp market demand, find ways to increase research and development, improve quality, create more technically competitive products, and better showcase the creativity of Chinese manufacturing.