Starting from April 15th, the first phase of the 135th Canton Fair is commencing in Guangzhou. As seasoned participants of the Canton Fair, Chinese home appliance companies have showcased the transformation of Chinese manufacturing. Initially known for rapid growth through OEM (Original Equipment Manufacturer) production, they are now competing with international brands, offering high-end products and tailored services.

Just like in previous sessions, environmental sustainability and intelligent technology have pervaded the home appliance exhibition at the Fair. Exhibitors prominently displayed their most energy-efficient and advanced products. Meanwhile, these companies have explored new avenues to go global. Emerging categories like "robotic vacuum cleaners" and "laser TVs" gained traction, shifting sales strategies from mere product sales to comprehensive solutions.

For these home appliance exhibitors at the Fair, the era of "selling one product globally" has passed. Notably, at the Midea's booth, products with similar functions showcased vastly different innovative approaches. According to a Midea spokesperson, in the Middle and Eastern regions of Africa with inadequate public power grid capacity, communities often resort to generators for supplementary power. Their products ensure air conditioners operate safely and smoothly amidst voltage fluctuations. In scorching desert areas, they optimized the core components of air conditioners to ensure uninterrupted operation in high outdoor temperatures.

Ecovacs, a leading clean home appliance company, participates in the Canton Fair annually. It has evolved from a small enterprise manufacturing vacuum cleaners for foreign brands to a standout player in the global robotic vacuum cleaner market. Discussing their competitive advantages, a representative from Ecovacs noted, "In the global race for robotic vacuum cleaners, we possess significant advantages in product definition and technological reserves. Additionally, we benefit from a comprehensive industrial support system in Suzhou. Hence, our international expansion strategy diverges from the conventional focus solely on price competitiveness. The true value lies in the worthiness of quality products, and overseas consumers are willing to pay for the product with advantages".

Similarly,Yueli Group Co., Ltd., specializing in personal care appliances, leverages the advantages of the industry chain. Hailing from Cixi, Zhejiang Province, Yueli Group owes its success to the development of the entire industry cluster, whether it be the overseas popularity of Cixi air fryers in recent years or the increased export scale of Cixi heaters during the European energy shortage. At their booth, personal care appliances such as hot air brushes, hair straighteners, and hair curlersare presented as cohesive sets, ensuring both functionality and aesthetic coherence. Furthermore, the appearance and color schemes achieve harmony and unity.

广交会上国产家电的出海新变

4月15日起，第135届广交会第一期在广州举行。作为广交会上的“老面孔”，中国家电企业从凭借贴牌生产迅速成长，到如今以高端产品和贴身服务与国际品牌同台竞技，可谓是中国制造向“新”而行的最佳写照。

如以往几届一样，环保和智能之风几乎吹遍了广交会家电展区的每个角落，参展家电企业无一不将最节能和最具科技感的产品放在突出位置展示。与此同时，家电企业探索出更多出海新方式，如“扫地机器人”“激光电视”等新兴家电品类崭露头角，销售上则由卖产品向卖方案升级。

对于广交会上的家电参展企业，“一款产品卖全球”的时代已经过去。在美的展位上，相似功能的产品有截然不同的创新思路。据美的相关负责人介绍，一些中东非国家的公用电网容量不足，居民社区习惯于用发电机来补充供电，他们的产品让空调在电压变化情况下仍能安全平稳地运作；而对于热浪滚滚的沙漠地区，他们对空调核心部件进行了针对性优化，让其在室外高温情况下依旧可以正常运行。

清洁家电企业科沃斯每年都会参加广交会，逐渐从一家为国外吸尘器品牌做代工的小企业，蜕变为扫地机器人行业出海的“佼佼者”。谈起竞争优势，科沃斯机器人相关负责人说：“在扫地机器人的全球赛道上，我们在产品定义、技术储备上有明显优势，在苏州当地也有完整的产业配套，因此它的出海不同于拼性价比的固有路线。真正的性价比，是好产品就值那个钱，海外消费者也会愿意为了产品竞争力买单。“

同样受惠于产业链优势的，还有个人护理类小家电企业月立集团有限公司。月立集团有限公司来自浙江慈溪，无论是前几年慈溪空气炸锅在海外的走红，还是前几年欧洲能源危机时慈溪取暖器产品出口规模的增加，都离不开整个产业集群的发展。在月立展位，热风梳、直发棒、卷发器等个护家电产品被搭配成套，不仅实现功能和场景的配齐，更在外观和颜色上达到了和谐、统一。

文 | 记者 黄婷
图 | 记者 钟振彬 刘畅 严锦程
翻译｜赵凡