"The scene was very hot and achieved the expected results. This is the feedback of Meibo Overseas Marketing Center for this year's Canton Fair.
"At this year's Canton Fair, the feedback from the company's foreign trade department was good. Zhang Haibo, deputy general manager of Xia Bao Electric Appliances, also said: "The foreign trade single row is very full, and the scale has come up." Wang Wanxue, the head of marketing of KEPCO Group, which is also located in Cixi, also revealed: "Foreign trade orders cannot be done."
As a barometer of foreign trade, as of 17 o'clock on April 15 at this year's Canton Fair, more than 60,000 overseas buyers have attended offline, from 205 countries and regions around the world, and the number of attendees has increased by 18.5% over the same period of the previous session.
In fact, from large to head brands, mainstream brands, and then to small and medium-sized brands, home appliance companies are accelerating their "going overseas" by expanding production capacity, promoting their own brands, and international marketing.
According to the annual report of Midea Group, global breakthrough is one of the core strategies at present, and in 2023, Midea Group's foreign operating income will account for 40.56%, and the gross profit margin of overseas business will be as high as 27.16%. At the same time, Midea is also accelerating the expansion of overseas production capacity, promoting the construction of manufacturing bases in Brazil, Indonesia, Italy, Thailand, India, Mexico, Egypt and other countries.
Another highlight is that in 2023, Midea's overseas self-owned brand OBM business revenue has reached more than 40% of the overseas smart home business revenue, mainly based on Toshiba, Midea and Comfee brands. In 2023, the market share of private label window air conditioners and microwave ovens on Amazon in the United States will be close to 30% and more than 40%, respectively. In addition, Toshiba Home Appliances (TLSC) achieved a turnaround within approximately three years after the completion of the acquisition.
According to Haier Smart Home's 2023 annual report, overseas operating income reached 135.678 billion yuan, an increase of 7.6% over 2022, and the gross profit margin of overseas business was as high as 26.77%.
It is reported that Haier Smart Home relies on its own brand to go overseas and collaborate with M&A brands to develop overseas markets. For example, the Combo washer-dryer is launched in the North American market, and one machine completes full load washing + drying in two hours. In the Western European market, the Haier brand launched IPRO high-differentiation products. In the Indian market, by strengthening the construction of terminal brand zones, we will create a model of high-end chain channels and enhance brand image and influence.
Hisense's overseas business revenue in 2023 will be 27.92 billion yuan, a year-on-year increase of 12.3%, and the proportion of Hisense's own brand business has exceeded 80%. In 2023, the heat pump scale of its central air conditioning business increased by 46% year-on-year, and the market share of the refrigerator business in the Thai market in the ASEAN region increased by 2.3 points year-on-year, and the Malaysian market increased by 3.1 points year-on-year.
Focusing on the three major brands of Hisense, Toshiba and Vidda, Hisense Video adheres to the principle of "independent brands going overseas" and "high-end going overseas", and continues to improve its long-term overseas development capabilities. Hisense Video's overseas main business income has accounted for 51.14%. In 2023, its main business income outside China will be 24.747 billion yuan, a year-on-year increase of 20.45%.
At this Canton Fair, Konka White Electric exhibited five full categories of products of ice washing and cold empty kitchen. Konka 418L small waist full flat refrigerator, Zhencai series washing machine, etc., also attracted the attention of order merchants. It is reported that Konka White Power has opened up the China-Europe train channel, focusing on the European market. Through the China-Europe Express (Xi'an), Konka dishwashers have been exported to many European countries, including Germany, France, Italy, etc.
Meibo's overseas markets also performed strongly, with new markets breaking through the United States, Central Asia and other regions. Compared with the same period in the first quarter of last year, Meibo Group's overseas orders increased by 40%, and the shipments of Meibo Group's three bases in Shunde, Guangdong, Wuhu, Anhui and Anqing increased by 30%. It is reported that Meibo products have been sold well in 82 countries including the United States, Mexico, Russia, Vietnam, Thailand, Malaysia, Italy, the United Arab Emirates, and five Central Asian countries.
The high growth of exports is also a sword for the continuous growth of Xiabao air conditioning. This year, Xiabao Electric's foreign trade business will focus on the Middle East, Africa, Europe and other markets, impacting a new height of scale.
According to industry online data, the export of air conditioners in March 2024 will be 9.83 million units, an increase of 23.5% over the export performance of the same period last year.
It can be said that whether it is the market situation or the layout of enterprises, the home appliance industry has entered the era of discovery. Although the development of the overseas home appliance market in 2024 will face multiple risks and challenges such as drastic changes in exchange rates and persistently high inflation, as home appliance companies accelerate their global business layout, home appliance exports are expected to continue to be red.