Home / Lights & Construction

"This year, some customers in North America have increased the cooperation of Galanz's own brand air-fried microwave oven. Galanz's foreign trade orders are currently scheduled for the second quarter, many of which have been locked up as early as the year before." The relevant person in charge of Galanz recently revealed that in 2023, in addition to promoting a new round of capital increase and production expansion, Galanz will also expand its business in the global market and explore more overseas opportunities.

Despite the impact of global inflation, the crisis in Ukraine, and the high base in the same period, China's home appliance exports were under pressure last year and in the first two months of this year, but with the continuous recovery of the global economy and the gradual recovery of the demand for China's home appliance products in the global home appliance market, many experts and enterprises remained optimistic about the situation of international home appliance trade exports this year, and enterprises still have great prospects to gallop in overseas markets.

Pressure and opportunity coexist in the export of household appliances

In the first two months of this year, the weakness of foreign demand continued to drag down the international trade export of China's home appliances. According to the data of the General Administration of Customs on March 7, China exported 464.963 million household appliances in January-February, a year-on-year decrease of 15.2%. The data of China Household Appliances Association also showed that the export value of China's household appliances industry in 2022 was 97.25 billion US dollars, down 6.9% year on year.

According to the analysis of the interviewed experts, China's household appliance exports are under pressure due to the impact of multiple risks such as high inflation and economic recession in major developed economies in Europe and the United States. "In 2022, the external demand is relatively weak, and the inventory of home appliance products of retailers in developed countries in the United States and Europe is at a high level, and the import demand for home appliance products in China has declined. In fact, the weak demand is a global problem, not just for China." Liu Bin, a researcher of the National Institute of Opening up at the University of International Business and Economics, told the International Business News.

This year, the external environment still faces many uncertainties. "The continuation of the Ukrainian crisis may lead to changes and developments in the international situation. The intensification of international market competition, the rise of raw material costs and other factors will put some pressure on the export of household appliances." Zhang Xinyuan, Secretary-General of the Co-Found Think Tank, gave an example to the reporter of the International Business Daily.

"The trend of home appliance export this year needs to be treated cautiously and positively." Zhang Xinyuan also believes that there are still some favorable factors for China's home appliance export. For example, as the global economy continues to recover, the demand for China's home appliance products in the global home appliance market is gradually recovering; In addition, with the functional upgrading of Chinese household appliance brands, some high-end and intelligent household appliance products will be popular in overseas markets.

Liu Bin also held the same positive attitude towards the export of home appliance products this year: "Since this year, the domestic economy has obviously warmed up, and the production expectations and confidence of enterprises have gradually increased; at the same time, the end of the 'de-stocking' cycle of retail enterprises in developed countries is approaching, the sales of new houses have increased, and the downward trend of home appliance demand at home and abroad has eased, which provides a good opportunity for the recovery of industrial exports."

Zhou Nan, secretary-general of the Household Appliances Branch of the China Chamber of Commerce for Import and Export of Mechanical and Electrical Products, predicted that China's household appliance exports were expected to recover in the second quarter of 2023.

Enterprises have confidence in overseas market expansion

With the further optimization and adjustment of epidemic prevention and control measures and the increase of international business exchanges of foreign trade enterprises, since the end of 2022, many Chinese home appliance enterprises have set out to grab orders at sea, which shows the confidence of enterprises in expanding the international trade market.

According to the relevant person in charge of Galanz, since July last year, the Chairman and President of Galanz took the lead in person to "go to sea" in multiple batches in more than 100 countries and regions. Through field research and face-to-face communication with customers, corresponding marketing and service plans were developed according to the market situation and changes.

In addition to field trips, home appliance export enterprises also explore overseas markets by participating in offline international exhibitions. Ye Deta, the sales director of the Foreign Trade Department of Guangdong Leiyang Intelligent Technology Co., Ltd., told the reporter of the International Business Daily, "With the re-opening of the offline exhibition this year, the company has also gradually invested more energy into the traditional channels. 'Go out more' is the strategic policy of this year. The offline exhibition can communicate with customers face to face, and the advantages of feeling the sound quality and quality of products are unmatched in the online channel. I hope to take this opportunity to have more exchanges with customers at home and abroad. Although the current foreign trade market is full of challenges, we also have epidemic prevention and control The export prospect of international trade in consumer electronics after measures optimization and adjustment is full of hope ".

In the future, how can Chinese household appliance enterprise brands "walk steadily" out of the sea and get more orders? Liu Bin suggested that relevant enterprises should actively promote the effective improvement of product quality, seize the green and digital development opportunities of products, strengthen the research and development of new products, actively explore emerging countries' markets, and promote the steady recovery of product exports. At the same time, he suggested that relevant industrial organizations should strengthen the coordination of standards with overseas institutions to create a good external environment for the sustained and steady growth of China's household appliance exports.

Zhang Xinyuan suggested that home appliance enterprises should continue to make efforts in four aspects: first, continuously improve product quality and brand awareness, increase product intelligent functions and added value, and meet the needs of foreign consumers for consumption upgrading; The second is to take the initiative to "go out", increase the efforts to expand the international trade market, and use various trade promotion policies to find new markets and expand sales channels; Third, increase investment in research and development of digital and intelligent products, promote product upgrading and upgrading, and improve the technical content and core competitiveness of household appliances; Fourth, strengthen the construction of supply chain capacity in overseas markets, and serve customers well by enriching channel construction, optimizing supply chain and customer service.