While post-epidemic recovery is underway, China's home appliance exports are expected to pick up.

"This year, some customers in North America increased the cooperation of Galanz's own brand air-fried microwave ovens. Galanz's foreign trade orders are currently in the second quarter, and many of them have been locked as early as years ago. " The relevant person in charge of Galanz recently revealed to the reporter of the International Business Daily that in 2023, in addition to promoting a new round of capital increase and production expansion, Galanz will further penetrate the first-line business in the global market and explore more overseas opportunities.

Despite the global inflation, the Ukrainian crisis, the high base in the same period and other factors, China's home appliance exports were under pressure last year and the first two months of this year. However, with the sustained recovery of the global economy and the gradual recovery of the global home appliance market demand for China's home appliances, many experts and enterprises are still optimistic about this year's home appliance export situation, and there is still much to be done for enterprises to gallop overseas.

Export pressure and opportunities of household appliances coexist.

In the first two months of this year, weak external demand continued to drag down China's home appliance exports. According to the data of the General Administration of Customs on March 7th, China exported 464.963 million household appliances in January and February, down 15.2% year-on-year. According to the data of China Household Electrical Appliances Association, in 2022, the export value of household electrical appliances industry in China was 97.25 billion US dollars, down 6.9% year-on-year.

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

This year, the external environment still faces many uncertainties. "The continuation of the Ukrainian crisis may lead to the change and development of the international situation. Factors such as intensified competition in the international market and rising raw material costs will put some pressure on the export of home appliances." Zhang Xinyuan, secretary-general of the Co-Found think tank, gave an example to the International Business Daily reporter.

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

Liu Bin also holds the same positive attitude towards the export of home appliances this year: "Since the beginning of this year, the domestic economy has obviously picked up, and the production expectations and confidence of enterprises are gradually increasing; At the same time, the' destocking' cycle of retail enterprises in developed countries is coming to an end, the sales of new houses have improved, and the downward trend of overseas home appliance demand has eased, providing a good opportunity for industrial exports to pick up. "

Nan Zhou, Secretary-General of Household Appliances Branch of China Chamber of Commerce for Import and Export of Mechanical and Electrical Products, predicts that the export of household appliances in China is expected to pick up in the second quarter of 2023.

Enterprises have confidence in expanding overseas markets.

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 China household appliance enterprises have organized groups to go out to sea to grab orders, which shows their confidence in expanding overseas markets.

According to the relevant person in charge of Galanz, since July last year, the chairman and president of Galanz have personally taken the lead in "going out to sea" in more than 100 countries and regions. Through field research and face-to-face communication with customers, corresponding marketing and service plans have been formulated according to the market situation and changes.

In addition to field trips to the sea, home appliance export enterprises also explore overseas markets by participating in offline international exhibitions. Ye Deta, sales director of the Foreign Trade Department of Guangdong Leiyang Intelligent Technology Co., Ltd. told the International Business Daily reporter, "With the reopening of offline exhibitions this year, the company has gradually put more energy back into traditional channels, and' going out more' is the strategic policy this year. The offline exhibition can communicate face-to-face with customers, and the advantages of sound quality and quality of products are unmatched by online channels. 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 are also full of hope for the export prospects of consumer electronic foreign trade after the optimization and adjustment of epidemic prevention and control measures. "

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

Zhang Xinyuan suggested that home appliance enterprises should continue to exert their 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; Second, take the initiative to "go global", increase efforts to expand overseas markets, and use various trade promotion policies to find new markets and broaden sales channels; Third, increase investment in research and development of digital and intelligent products, promote product upgrading, and improve the technical content and core competitiveness of home appliances; The fourth is to strengthen the capacity building of supply chain in overseas markets and serve customers well by enriching channel construction, optimizing supply chain and customer service.