From product export to brand "going overseas" and "going out" to help Chinese home appliance companies expand overseas

CCTV.com2025-05-03

CCTV News: As my country's foreign trade business entities actively adapt to market demand, their products are continuously optimized and upgraded, and Shanghai's overseas demand has improved and customs clearance efficiency has improved. In the past year, my country's national electricity export volume has reached 4.48 billion units, an increase of more than 20%. Thanks to the advantages of improving the supply chain system and obvious industrial cluster effect, the blueprint of Chinese home appliance companies' "going overseas" has gradually climbed to the high end of the industrial chain and value chain.

In this "lighthouse factory" in China, in order to cope with the rapid growth of home appliance exports, a new production line was added after this year's Spring Festival. Now the factory's daily order production plan has reached 36,000 units, which is equivalent to producing more than 120 standard containers in one day.

It’s not just the production line that is busy. When the reporter came to the company's headquarters, global customer service teams from more than 50 countries including Europe and the Americas were exploring digital transformation to help companies better explore overseas markets.

In the new year, home appliances go overseas and become busy with "you come and I go". The company's important home appliance manufacturing base overseas - the Thailand factory, has not returned to China during the Spring Festival this year due to the large number of orders. This batch of air conditioners customized to overseas needs took about 2-3 months to complete delivery. Now, the company mobilizes global resources for collaborative production, the headquarters is responsible for R&D, and the Thai factory is responsible for key components and assembly of the whole machine. It was completed in more than a month, and mass production was achieved in the first week after the Spring Festival.

The production line behind the reporter is Haier's largest all-in-one production line at present, and an air conditioner can be removed in an average of 12 seconds. At present, the industry's first heat pump frequency converter is being produced in mass production, which solves the North American users' free switching of cooling and heating, efficient and energy-saving needs.

In the interview, the reporter learned that the company has more than 30 industrial parks and more than 160 manufacturing centers around the world, and has manufacturing bases in the Americas, Europe and Southeast Asia. At present, Thai factories can all be completed in Thailand from raw material procurement to core parts processing, and most of these supply chain companies come from China.

Now, China Home Appliance has been exporting its products to the current brand "going overseas", and has also "going out" with the supply chain. At the same time, actively deploying and establishing manufacturing bases and sales networks on a global scale has not only opened up a new market for China's home appliances, but also added enough power to the globalization of China's manufacturing industry.

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