霸刀分享-出海提速，中国家电拥抱全球市场
中国家电出海的相关情况引发广泛关注。“出海提速”并非偶然，而是“十四五”以来系统性全球化战略深化落地的成果。中国家电出口额从2020年的935亿美元跃升至2025年的1294亿美元，年复合增长率达6.7%，成为机电品类中首个突破千亿美元的出口大类。
全球绿色低碳转型、智能化迭代加速，以及地缘与供应链重构等因素驱动了这一提升。全球绿色低碳转型让热泵、光伏储能家电成为新的增长极，智能化迭代加速使AI+具身智能领跑一代。而美国加征关税、欧盟复杂合规体系等“暗礁”，推动企业从“卖产品”转向“建生态”。
中国家电出海已进入“技术+品牌+本地化”三位一体的新阶段。在技术出海方面，企业不再仅输出整机，更输出核心能力，如格力的双热源热泵系统、美的的CirQHP混动热泵方案、海尔冰箱接入DeepSeek大模型实现AI菜谱推荐等。品牌出海坚持自主创牌，拒绝贴牌依赖，海信彩电海外自有品牌率近100%，海尔海外营收几乎全部来自自有品牌，石头科技构建全球品牌认知。本地化出海从“产地销”迈向“产业链出海”，美的、海尔、博西家电等企业在海外布局本土化工厂，采用“整机+配套”抱团模式，依托RCEP关税减免与区域产业集群，降本增效。
从出海成效对比来看，新兴市场增速远超传统市场。“一带一路”共建国家、拉丁美洲、东南亚等新兴市场出口规模显著增长，出口份额有所提升，核心驱动力包括本地化适配、高性价比、气候定制等。在西欧，中国扫地机器人占当地销量超60%（2025年1 - 11月），得益于供应链和技术代际领先；在美国，2024年家电出口额达1124亿美元，同比增长14.0%，热泵、高端套系取得突破。
中国家电出海已实现从“地理跨越”到“价值深耕”的质变，未来五年，在“十五五”征程中，热泵与零碳产品、AI场景解决方案、以及“中国方案+东南亚成本”的产业共同体，将成为持续提速的核心引擎。
Accelerating overseas expansion, Chinese home appliances embrace the global market
The situation regarding Chinese home appliances going global has attracted widespread attention. The "acceleration of going global" is not accidental, but the result of tplementation of systematic globalization strategies since the "14th Five-Year Plan." China's home appliance exports surged from $93.5 billion i 2020 to $129.4 billion in 2025, with a compound annual growth rate of 6.7%, becoming the first major export category in the electromechanicor to exceed $100 billion.
This improvement is driven by factors such as the global green and low-carbon transition, the accelerated iteration of intelligence, and the restructuring of geopolitics and spply chains. The global green and low-carbon transition has made heat pumps and photovoltaic energy storage appliances new growth poles, while the accelerated iteration of intelligence has enabled AI embodied elligence to lead the next generation. Meanwhile, "reefs" such as U.S. tariff hikes and the EU's complex compliance system have pushed enterprises to shift from "selling oducts" to "building ecosystems."
China's home appliance industry going global has entered a new stage characterized by the integration of "technology brand localization." In terms of technology export, entrises are no longer merely exporting finished products but also core capabilities, such as Gree's dual-heat-source heat pump system, Midea's CirQHP hybrid heat pump solutioier refrigerators leveraging the DeepSeek large model to enable AI recipe recommendations. Regarding brand export, companies adhere to independent brand creation and reject reliance on OEMs; Hisense's oversTV sales are nearly 100% under its own brand, Haier's overseas revenue is almost entirely from its own brands, and Roborock is building global brand awareness. Localiza efforts are shifting from "producing in China and selling abroad" to "exporting the industrial chain," with companies like Midea, Haier, and BSH establishing local factorirseas. Adopting a "finished products supporting components" cluster model, they leverage RCEP tariff reductions and regional industrial clusters to reduce costs and improve
In terms of overseas expansion effectiveness, emerging markets are growing at a much faster pace than traditional markets. Export volumes to emerging markets such as countries participating in elt and Road Initiative, Latin America, and Southeast Asia have grown significantly, with their market share increasing; key drivers include localization, high cost-effectiveness, and climate-specific customization. In Wetern Europe, Chinese robot vacuums accounted for over 60% of local sales (January–November 2025), thanks to supply chain and generational technological leship; in the United States, home appliance exports reached $112.4 billion in 2024, a year-on-year increase of 14.0%, with bghs achieved in heat pumps and high-end appliance suites.
China's home appliance industry has achieved a qualitative transformation from "geographical expansion" to "value deepening." In the next five years, durie "15th Five-Year Plan" journey, heat pumps and zero-carbon products, AI scenario solutions, and an industrial community featuring "Chinese solutions Southeast Asian costs" will become the core engng sustained acceleration.