Chinese brands become cool in Europe

Sharing success

Other Chinese home appliance companies have also increased investment in Europe. Through social responsibility programs, sponsorship of sports events, and sustainability efforts, they are blending in and contributing back to the local society.

The China Chamber of Commerce to the European Union and the Roland Berger consultancy published an annual report on the development of Chinese enterprises in the EU.

Titled "Weathering Challenges, Sharing Success", last year's report shows that half of Chinese companies expanded investment in 2025. Collectively, they have employed more than 260,000 local workers across the EU.

The report found that 47 percent of surveyed companies sourced more than half of their total procurement locally, and 87 percent have already launched or are planning to launch public welfare initiatives in the EU that benefit local communities and natural ecosystems.

For example, Hisense invested 45 million euros ($52 million) in a new factory in Valjevo, Serbia, in 2023, to produce cutting-edge refrigeration appliances, which is expected to create 1,000 jobs over the following three years.

The company has also partnered with every UEFA European Championship soccer tournament since 2016, raising its profile among the continent's huge fan base.

Another brand, Haier, has a European branch and has announced a significant milestone in its decarbonization journey: sourcing 60 percent of its energy from renewables by 2025. It has also set ambitious targets for 2030 on reducing greenhouse gas emissions.

Denis Depoux, global managing director at Roland Berger, said at the report launch ceremony that after a first wave of export-fueled success driven by product superiority, speed and cost advantages, competitors are catching up and that a deeper understanding of European customers' preferences is required.

Depoux urged Chinese companies in Europe to "build local customer insights and match the specific Chinese product superiority features with local customer requirements".

"Local industrial footprint, R&D, and marketing are not enough. Local partnerships and potential cross-border (mergers and acquisitions) will foster more sustainable success," he said.

And many leading companies are already doing just that.

Since 2024, Chinese consumer electronics company TCL has partnered with Denmark's high-end audio equipment producer Bang & Olufsen on a long-term technical and licensing agreement to bring premium audio experiences to select TCL products.

Liu Jiandong, chairman of the China Chamber of Commerce to the EU, said: "For Chinese companies, the European market has grown far beyond its initial role as an export destination. It is increasingly regarded as a source of technological innovation, a touchstone for global brands, and a core region for aligning with international standards."

Looking ahead to the next 50 years, Liu compared China-EU relations to a vessel embarking on a grand voyage.

"EU and Chinese companies will move forward together, using fair and transparent rules as the ballast of economic and trade cooperation," he said. "This will enable the two sides to safeguard the stability and resilience of the global industry and supply chains, and inject greater certainty and stability into the vast ocean of global trade."

xingyi@chinadaily.com.cn