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The insiders pointed out that under the background of energy shortage in Europe, the demand for small heating appliances is expected to continue to rise.

Export volume climbed

Among many small heating appliances, the electric blanket has become a "sharp weapon" for residents in many European countries to warm up this winter, relying on the characteristics of low energy consumption and portability.

From the historical data, there is a significant seasonal effect in the export of electric blankets. The peak export season of electric blankets is from August to October each year. In July this year, the export of electric blankets in international trade was significantly higher than that in previous years, with a year-on-year growth rate of 155%. The demand of European consumers for small heating appliances has entered a period of rapid growth. The search index for "electric blankets" and "heaters" in Britain, France, Germany and other countries has shown a rapid upward trend since the middle to late August. Previously, the inventory of small heating appliances imported by European manufacturers in international trade in China is expected to be rapidly consumed.

According to the data of the General Administration of Customs, from January to August 2022, China's total export of small heating appliances reached 14.37 billion yuan, up 21.4% year on year. Among them, the export to Europe (excluding Russia) totaled 5.13 billion yuan, up 29.8% year on year. In the category of small household appliances for heating, the growth rate of electric blanket is the fastest. From January to August 2022, China's export of electric blankets totaled 1.78 billion yuan, a year-on-year increase of 49%, of which 330 million yuan was exported to European countries (excluding Russia), a year-on-year increase of 78%, significantly higher than the overall year-on-year growth. The main reason for the high growth is the demand side pull, and the energy shortage highlights the advantage of low energy consumption of electric blanket.

The export blowout of small heating appliances in international trade may continue. According to relevant media reports, orders for electric blankets and heaters have been temporarily added since September. CICC predicts that the demand of Europe for small heating appliances in China will remain high in the short term.

Relevant companies actively prepare goods

Under the background of the large increase in international trade exports of small heating appliances, the layout of related companies has attracted market attention.

Euromonitor data shows that the global market size of small heating appliances will reach 6.77 billion US dollars in 2021, with a compound growth rate of 2.1% from 2016 to 2021. The overall growth of the industry is stable. The brands of small heating appliances in China occupy an important share in the global market. In 2021, the market size of small heating appliances in China will reach 2.14 billion US dollars, accounting for 31.6% of the global market.

The share price of Rainbow Group, the leader of the electric blanket industry, has been pursued by the market recently. "This round of energy crisis has led to an increase in the demand for heating products in the European market. In view of the low energy consumption and convenient use of small heating equipment, it will be an important part of heating products at home and abroad in the future." Rainbow Group recently said in an agency survey that the company's products are mainly sold domestically, and in recent years it has begun to pay attention to the international trade market.

The export sales of heating products of many companies increased significantly. The brand Medisana electric blanket of Aojiahua is hot in the Amazon channel in Europe. Magic Mirror monitoring data shows that from January to August 2022, Medisana ranked fifth in the sales list of Amazon electric blanket in Europe, with a market share of 6.5%. Huakai Yibai said that the company currently sells winter heating equipment for European and American markets, such as solar heating equipment, fan heaters, electric blankets, etc. This year, the sales of such products have increased rapidly.

In this context, it is urgent for relevant companies to speed up the preparation of goods. Superstar Technology recently said on the interactive e-platform that, as a global household consumer goods sales company, the company has been selling heaters, fireplaces, heaters and other products through European sales channels to meet the heating needs of European residents. Recently, the orders for the above products have achieved rapid growth, and the company is increasing its stock to meet the needs of European residents.