Chinese home appliance exports increase amid Qatar 2022 World Cup

DIGITAL PEOPLE’S DIARY 2022:11:25.14:15

The mascots of previous World Cups are seen at the opening ceremony before the Group A match between Qatar and Ecuador at the 2022 FIFA World Cup at Al Bayt Stadium in Al Khor, Qatar, on November 20, 2022. (Photo) : Xinhua/ Lan Hongguang )

Qatar 2022 FIFA World Cup boosts China’s home appliance exports to the Middle East. Televisions, air conditioners and projectors are among the most popular products. According to industry data, the Middle East and African markets along the Belt and Road Initiative (BRI) route are becoming hot targets for Chinese home appliance companies.

According to data from the China Import Chamber of Commerce, in the first 10 months of 2022, China’s home appliance exports to the Arab League, including Qatar, increased by 11.21 percent year on year, while TV exports increased by 29 percent year on year. and Export of Machinery and Electronic Products.

The World Cup also gave impetus to cross-border e-commerce. According to AliExpress, the global online retail marketplace within Alibaba Group, sales of foosball tables made in China in the United Arab Emirates (UAE) rose 120 percent last month, while sofas increased by 800 percent from the previous year. Meanwhile, sales of Chinese projectors through the platform in the Middle East rose 120 percent year-on-year in October.

Liang Zhenpeng, a senior industry analyst, attributed the rapid sales growth in the Middle East to local demand to watch the World Cup, but more importantly to the growing brand image of Chinese home appliance manufacturers, thanks to their technological innovation and good after-sales service. Services.

“The trend is likely to continue even after the World Cup, as Chinese home appliance brands already have the ability and confidence to participate in global competition,” Liang said.

In addition to 2,500 Midea air conditioners installed in 100 security control centers in the World Cup competition areas, home appliance manufacturer Midea Group produced special anti-corrosion multi-split units, cabin units and ceiling units for the World Cup.

“The Middle East and Africa are not exactly mature markets, but their economies continue to grow steadily and air conditioners are essential given the high local temperatures, so market opportunities are good,” said Dennis Lee, general manager of Midea Building Technologies. Overseas Sales Company MEA Region in an online interview Wednesday.

“We are also actively seeking localized manufacturing opportunities in the Middle East to provide faster delivery solutions,” Lee said. restarting.

Chinese home appliance brands also actively carry out marketing activities during the World Cup in order to increase their brand awareness in the international market. Hisense Group, the official sponsor of the 2022 World Cup, and Vivo, the official smartphone sponsor of China’s leading smartphone brand, as well as some other Chinese home appliance brands such as TCL, have signed cooperation agreements with well-known national teams. For promotions during the World Cup.

TCL told the Global Times that since entering the Middle East and African markets in 2004, its business has spanned all six Gulf countries, gaining market share of about 26 percent in Qatar, 10 percent in Saudi Arabia and about 9 percent in Saudi Arabia. United Arab Emirates.

Economic transformations in BRI countries and regions, including Saudi Arabia, the United Arab Emirates and Qatar, are bringing new opportunities for Chinese home appliance companies, according to industry experts and analysts.

Targeting the Middle East and African markets, Chinese companies contribute to local economic and social development by establishing factories in countries such as Egypt, South Africa and Nigeria.

For example, Midea’s Building Technologies is developing the core air-conditioning business of Midea and Clivet, which makes up 80 percent of the total with their own brands, with products from Midea’s bases in China, Italy and Egypt.

Hisense Industrial Park, which was jointly launched in South Africa in 2013 by the China-Africa Development Fund and Hisense, has an annual production capacity of 540,000 refrigerators and 390,000 televisions. According to the news portal BRI Xinhua Silk Road, the plant directly created 3,000 jobs in 2021 and trained more than 8,000 skilled workers, greatly contributing to production capacity in South Africa.

Amid international changes, TCL is diversifying its manufacturing facilities abroad. “Chinese companies should focus on exporting industrial capacity by exporting products and increasing domestic exports of materials, components and equipment. They should increase their capacity for global operations by investing in global industrial chains and breaking down trade barriers,” said Chairman Li Dongsheng. TCL’s.

Only on Wednesday, the first Sino-European freight train from Xi’an, Shaanxi province, carrying household appliances fully loaded with refrigerators and washing machines, departed for Europe, highlighting the worldwide popularity of Chinese appliances.

“The overall advantage of Chinese home appliance brands in research and development, industrial chains and production, and overseas industrial capacity means greater international competitiveness,” Liang said. In the post-COVID-19 period.

(Web editor: Zhao Jian, 周雨)

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