Outstanding Data Equal to Solid Strength

In recent years, Chinese home appliances have been recognized by the international market for their high cost performance and the application of new technologies, shining brightly in the global market. Data released by the General Administration of Customs recently shows that China's cumulative exports of household appliances reached 4.099 billion units in the first 11 months of 2024, up 21.3% year-on-year.

Among them, small household appliance brands that are increasingly demonstrating "strong strength" have performed particularly well in overseas markets, becoming a new growth point for China's foreign trade. According to the data released by Alibaba, the order volume of small household appliances exports on the international Station increased by 32% year-on-year in December 2024. The order volume growth rates in the United States, Mexico, the United Kingdom, Germany, France, Australia, the Netherlands, Spain and other places all exceeded the overall growth rate.

According to Statista, the global small household appliances market size is expected to maintain a compound annual growth rate of 4.65% from 2024 to 2028, reaching $310 billion. All kinds of "small but beautiful" small household appliances are increasingly appearing in the lives of consumers around the world.

Competitiveness Among Heroes,Still Need Multiple Measures

Interviewees said that for Chinese small household appliance enterprises to stand out in the increasingly fierce international competition and make the leap from "small but beautiful" to "big and strong", they not only need to enhance brand building and improve after-sales service levels while improving product quality, but also strengthen localized operations to win the trust of more overseas consumers.

In recent years, many small household appliance enterprises have bid farewell to product contract manufacturing and begun to focus on developing their own brands. They have achieved considerable development in the process of going global and injected new vitality into the development of the global small household appliance industry.

China's small household appliances industry has a complete industrial chain, strong manufacturing capabilities and cost advantages, which enable Chinese small household appliances brands to provide high-quality products at more competitive prices. Meanwhile, Chinese small household appliance brands are well-versed in market trends and can respond quickly to and meet consumers' increasingly diverse demands. While emphasizing the practicality of their products, they also focus on intelligent and humanized design, making their products more adaptable to the modern pace of life. In addition, the marketing strategies of Chinese small household appliance brands in the international market are also quite unique. Enterprises are adept at leveraging emerging channels such as cross-border e-commerce and social media to precisely reach their target consumer groups and enhance brand awareness and reputation.

Nan Zhou, secretary-general of the Household Appliances Branch of the China Chamber of Commerce for Import and Export of Machinery and Electronic Products, analyzed that the scale of home appliance exports for the whole year of 2025 is expected to reach a new high, exceeding 150 billion US dollars.

The trend of Chinese small household appliance brands going global will become more pronounced in 2025. It is worth noting that the overseas expansion of small household appliance brands is not only about the internationalization of product sales, but also about the all-round output of brands, technologies, services, etc.

First of all, it is necessary to keep innovating, constantly enhance the technological content and added value of products, and make products more competitive by focusing on intelligence, greenness, personalization, etc. Secondly, it is necessary to strengthen brand building, enhance brand awareness and reputation, shape a good brand image through precise marketing and quality services, and increase consumers' brand recognition and sense of belonging. At the same time, attention should be paid to channel expansion to achieve full coverage of both online and offline channels. Cross-border e-commerce, social media and other means should be utilized to broaden sales channels and increase market penetration. Finally, it is necessary to strengthen supply chain management to ensure the stability of product quality and delivery time. Enterprises can reduce procurement costs and improve operational efficiency by establishing long-term and stable cooperative relationships with high-quality suppliers.