China's Heating Products Surging in European Markets

 

 

A significant number of heating products available in Belgium's shopping centers bear the mark of "Made in China".
Photo by our Reporter Niu Ruifei

 

 

Annually, the period from September to February marks the peak demand for heaters in the Northern Hemisphere. European consumers have shown a strong preference for the variety of heating products sourced from China. On the international version of TikTok, videos tagged with "Heater" have amassed over 800 million views. Feedback from the European market indicates that Chinese heating products, known for their versatility, compactness, and cost-effectiveness, are meeting the diverse daily needs of customers.

Energy-efficient and cost-effective products are gaining popularity.

Hot water bags have emerged as a popular choice for holiday gifts among locals.

"This product, originating from Zhejiang, China, is lightweight, low-powered, and features robust safety protection, making it highly popular with customers," remarked Alexander Weishoff, a category manager at a home appliance outlet in downtown Berlin. "As winter approaches, the demand for heating appliances is on the rise," he noted while pointing to a compact, white, cylindrical foldable heater. "We currently offer a wide array of heating products, with over half made in China," the manager stated. German consumers interviewed mentioned that compared to traditional heating methods, there is a growing preference for low-energy, cost-effective heating appliances, with Chinese-made products being a preferred choice.

China offers a wide range of heating appliances. These items include smart hand warmers, foot warmers, and heating scarves, which connect via USB and boast appealing, portable, and energy-efficient designs that are particularly popular among the younger demographic. During the Christmas season in Belgium, heating appliances infused with festive themes make their debut in the market. Store shelves are adorned with a variety of hot water bags from China, available at budget-friendly prices. "Hot water bags come in a plethora of styles, with numerous attractive options made in China becoming a popular choice for holiday gifts among the locals," a store assistant remarked to the reporter.

Chinese heating products have distinguished themselves in the European market, a success rooted in the manufacturers' keen understanding and precise segmentation of market needs. A smart electric heater from Guangdong, featuring AI-based temperature control technology that adapts to a user's daily routine, has garnered a stellar 4.8 rating on Amazon Germany, with many users dubbing it "the perfect winter companion". In Brussels, the manager of a local spa and massage parlor explained that their establishment prioritizes effective heating solutions. After extensive comparisons, she opted for a heated massage bed from China, "this product meets with great enthusiasm by many customers" she said.

"Energy efficiency and safety features are of paramount importance to European consumers," stated Liu Liping, General Manager of the Overseas Marketing Center of Zhejiang Zhongguang Electrical Appliance Group Co., Ltd. She noted that consumer preferences can vary significantly depending on the region. In developing strategies for international markets, the Group tailors its approach to local conditions, delves deeply into consumer demands, and collaborates with local expert dealers to identify the most suitable products and solutions for each market.

Relying on technological prowess and innovative capabilities

Heat pump products capture approximately 60% of the market share in Europe.

According to Eurostat, about 50% of the energy consumed within the EU is allocated for heating and cooling, with over 70% sourced from fossil fuels, primarily natural gas. In recent years, a surge in energy prices has prompted European consumers to turn to more efficient and eco-friendly heating solutions. Among the various options, air-source heat pumps (ASHPs) have emerged as a popular clean heating solution.

Functioning by extracting heat from the air to transfer thermal energy to water, ASHPs are utilized for domestic heating and hot water supply, offering both environmental protection and cost-effectiveness. Data from the International Energy Agency indicates that households transitioning from traditional gas boilers to heat pumps can significantly reduce their energy expenses, with an average saving of approximately USD 900 annually per household in Europe. In response, the European Union continues to implement support measures aimed at encouraging the purchase and installation of energy-efficient heating appliances, including heat pumps. The European Heat Pump Association reports that in 2023, Germany, Belgium, and the Netherlands have led the way in the rise of heat pump installations, witnessing year-on-year increases of 58.5%, 72.2%, and 43.4% respectively.

Currently, China stands as one of the principal suppliers of ASHPs to Europe. Statistics from the China Household Electrical Appliance Association highlight the continued growth in sales of Chinese heat pump products, securing approximately 60% of the European market share through high-quality offerings and services. According to the statistics from the China Chamber of Commerce for Import and Export of Machinery and Electronic Products, China's home appliances exported to the European market reached a total of USD 25.8 billion in the first three quarters of 2024, marking a 13% increase compared to the previous year. Notably, Chinese brands such as Haier and Midea have made significant strides with their ASHPs.

Liu Liping illustrated, pointing out that by consistently ramping up investment in research and development, Zhongguang's latest ASHP not only boosts thermal energy conversion efficiency but also advances its intelligence. Capable of efficient operation even at minus 25 degrees Celsius, the heat pump allows for remote adjustments and temperature control via an IoT-based management cloud platform, thus fueling a surge in international orders.

A Belgian retailer specializing in ASHPs remarked that Chinese brands deliver high quality and reliable performance, along with a broad selection designed to meet diverse demands, offering effective solutions for both residential and commercial uses. A Belgian customer purchasing Chinese products remarked, "China boasts the world's most comprehensive industrial chain, supported by an abundant supply of household appliance parts, ensuring the high quality of its electrical products."

Continuously enhancing the global competitiveness of Chinese brands

Transforming more products from being "internet sensations" to achieving "enduring popularity"

Cixi in Zhejiang Province, dubbed the "Capital of Small Household Appliances", is China's largest hub for the small home appliance industry, hosting over 2,000 complete appliance companies and nearly 10,000 affiliated businesses. Statistics reveal that approximately 60% of the world's small household appliances are "crafted in Cixi". Additionally, Cixi serves as the foremost global manufacturing hub for small appliances such as electric irons, heaters, and sockets, boasting a market size of RMB 100 billion. Products manufactured by over 100 local heater companies account for nearly one-third of the nation's exports in this category. According to statistics from Cixi Customs, between January and November 2024, Cixi's heater exports amounted to RMB 3.44 billion, and representing 24.9% of China's total heater exports. The leading export destinations were the European Union, the United States, Russia, the United Kingdom, and ROK, with respective export values of RMB 1.18 billion, RMB 460 million, RMB 370 million, RMB 330 million, and RMB 150 million.

Ningbo Gengxin Electric Appliance Industry Co., Ltd. is a leading exporter of high-end electric fireplaces, with over 90% of its products sold to markets in Europe and the United States. Li Qiang, the manager of the company's foreign trade department, reported that in 2024, the company's heater exports are projected to reach RMB 120 million, marking a 12% increase compared to the previous year. "In 2024, there has been a resurgence in the demand for heaters in European countries. A single customer from the United Kingdom placed an order for 25,000 electric fireplaces, valued at over USD 1.2 million," he said.

"For companies in the heating products sector, the emphasis during spring and summer is on production, while autumn and winter are the key sales periods. Yet, in recent years, it has become necessary to maintain inventory even in the autumn and winter," he added. Shen Hong, the General Manager of Ningbo Hongsheng Fireplace Co., Ltd. located in Yuyao, Zhejiang Province, reported that the company's fireplace sales figures have been on an upward trajectory for the past few years, notably since 2024. "Given the current inadequacy of stock based on last year's sales volume, our production line remains active, ensuring continuous and systematic output."

As the European market rapidly transitions its energy landscape, how can China's heating appliance sector capitalize on this opportunity to convert the current surge in exports into a sustained growth driver, moving products from being "internet sensations" to achieving "enduring popularity"?

Shen Hong emphasized the critical need for companies to focus intensively on technological advancements and product innovations. In recent years, the company has substantially increased its investment in research and development, significantly enhancing product attributes such as heating speed, temperature stability, and energy efficiency, all of which now rank highly within the industry.

Industry experts note that for Chinese home appliance companies aiming to "globalize", the long-term strategy involves fortifying independent brand development, boosting regional brand recognition, and strengthening the foundational user base. Chinese foreign trade firms need to keenly sense market needs and strive to enhance research and development efforts, elevate product quality, and produce more technologically competitive offerings, thereby showcasing the innovative spirit of "Made in China".

 

 

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  Disclaimer：The above content is translated from Chinese version of People's Daily. The People's Daily version shall prevail.