Chinese appliance makers bolster Europe push, eye vertical integration
Chinese appliance makers Haier and Hisense significantly increased their market share in Europe's washing machine and refrigerator sectors. Their combined share of the washing machine market rose from 2.9% in 2016 to 20.5% in 2025. Refrigerator market share similarly climbed from 5.6% to 18.7% over the same period. This expansion relies on local acquisitions and advanced AI-powered products, like Haier's new dishwasher that improves energy efficiency by up to 70%.
Haier's EUR 13 billion R&D investment over the next five years confirms China's long-term play in Europe. The effort extends beyond market share. It is about establishing a vertically integrated model, from product development to retail. The acquisition of Candy in 2019 and JD.com's bid for Ceconomy in 2025 show this intent.
This strategy challenges European incumbents like Bosch and Electrolux directly. Their struggle to differentiate against Chinese rivals offering competitive prices and innovative features will continue. Roborock's new pool cleaning robot and stair-climbing vacuum highlight this innovation gap. European regulators are now pushing back.
The European Commission's investigation into JD.com's potential subsidies signals a tougher environment. China's response, calling it "improper extraterritorial jurisdiction," shows the geopolitical friction. The test for Chinese companies is whether they can sustain this growth under increased regulatory scrutiny. This will determine if their vertical integration strategy in Europe truly succeeds.
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