China’s home appliances will increase amid World Cup due to increased international competition | Rare Techy

The mascots of the previous World Cups are seen during 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. (Xinhua/Lan Hongguang)

The Qatar 2022 FIFA World Cup is driving China’s home appliance exports to the Middle East, with color TVs, aerials and projectors among the top brands, as well as markets in the Middle East and Africa. along the Belt and Road Initiative (BRI). hot targets for Chinese hardware industry, industry data revealed.

In the first 10 months of 2022, China’s exports of home appliances to the League of Arab States, including Qatar, increased by 11.21 percent year-on-year, the export of televisions even increased by 29 percent annually, according to data from the China Chamber of Commerce for Import and Export of Mechanical and Electrical Products.

The World Cup boosted local e-commerce. According to AliExpress, the global online shopping market under Alibaba Group, sales of Chinese-made soccer tables in the United Arab Emirates (UAE) increased by 120 percent, and the beds rose 800 percent year-on-year last month. Meanwhile, sales of Chinese video projectors on a platform in the Middle East in October rose 120 percent year-on-year.

Liang Zhenpeng, a senior industry analyst, said that the rapid growth of sales in the Middle East is due to the interest of local residents to watch the World Cup but more importantly, the increase go of the high-quality Chinese home appliance manufacturers behind their technology. and improve after-sales services.

“The trend continues even after the World Cup, because the Chinese home appliance brands have the strength and confidence to enter the global competition,” Liang said in the Global Times. on Thursday.

Photo: Courtesy of Midea Group

In addition to 2,500 Midea air conditioners, installed in the safety inspection centers of 100 World Cup competition areas, the Midea electronic equipment manufacturing group has prepared multi-component anti-corrosion, cabinet components and roof units for the World Cup, the company told the Global Times.

The Middle East and Africa are not very mature markets, but their economies are still growing and the temperature in the region is high, air conditioners are necessary, so there are still good opportunities in the market , Dennis Lee, general manager of Midea Building Technologies Oversea Sales Company MEA Region, said in an online interview on Wednesday.

“We are also actively looking for manufacturing sites in the Middle East to speed up the supply of medicines,” said Lee, adding that this is the right time to explore markets in Saudi Arabia, the UAE and Qatar. as local projects are starting again.

Chinese home appliance brands are also actively marketing during the World Cup to increase their brand presence in the global market. In addition to the Hisense Group, an official sponsor of the 2022 World Cup, and the famous Chinese smartphone brand Vivo, the official smartphone sponsor, other Chinese home appliance brands such as TCL have reached joint ventures with famous football teams in the country for promotion. during the World Cup.

TCL told the Global Times on Thursday that since entering the Middle East and Africa markets in 2004, its business covers six countries in the Gulf region, and has gained 26-percent market share in Qatar, 10 percent in Saudi Arabia. and 9 percent in the UAE.

According to industry insiders and analysts, economic changes in BRI countries and regions, including Saudi Arabia, UAE and Qatar, will provide new opportunities for Chinese home appliance companies.

Focusing on Eastern and African markets, Chinese companies are quick to set up factories in countries such as Egypt, South Africa and Nigeria, which will contribute to economic and social development.

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

The Hisense SA Industrial Park, launched jointly by the China-Africa Development Fund and Hisense in South Africa in 2013, has 540,000 TV sets and 390,000 TV sets. By 2021, the facility will directly create 3,000 jobs and train more than 8,000 skilled workers, making a significant contribution to manufacturing in South Africa, the BRI Xinhua Silk Road news report said.

Amid global changes, TCL is diversifying its manufacturing facilities overseas. “Chinese companies should shift their industrial capacity from exporting products, and encourage the export of building materials, components and equipment. They should increase their capacity for global operations by investing in global industrial chains and breaking trade barriers,” said TCL Corp Chairman Li. Dongsheng.

Just Wednesday, the first China-Europe freight train left Xi’an, Northeast China’s Shaanxi Province, full of refrigerators and washing machines, bound for Europe, indicating the popularity of Chinese home appliances worldwide.

The great advantage of Chinese home appliance brands in research and development, industrial chains and production and the strength of the overseas industry is more competitive in the world, said Liang. , and said that this is a good opportunity for these brands to achieve an increase in the development of the column. -time of COVID-19.