Chinese air conditioner companies win big in Europe

Europe is experiencing a widespread heat wave, with temperatures continuously reaching peaks in recent days. From June 23 to 25 became the three hottest days in France since 1947 with 188 high temperature records broken, some places with temperatures nearly reaching 45 degrees Celsius, something unfamiliar to countries with temperate climates.

Extreme weather causes people’s demand for air conditioners to skyrocket here. According to TheirsChinese air conditioner manufacturers also won big when they changed the consumption attitudes of Europeans, with slightly higher sales than brands from Korea and Japan.

Sales increased dramatically

Gree representative said that the installation schedule for households in many areas in France is full until the end of August, and sales increased by more than 50% compared to the same period in 2025. The company’s distribution channels in many places in Europe are completely out of stock while inventory in France, Spain, and Portugal is at a very low level.

Similarly, Hisense’s sales in France increased by 100% over the same period, while in Western Europe it increased by over 20%. In Italy, Poland and Spain, this brand also recorded an unprecedented out of stock situation and had to adjust supply in many other areas to ensure the emergency situation.

Midea also recorded strong demand for its PortaSplit line of air conditioners. The number of orders is so large that the product is in short supply, making the price of buying a used device more expensive than the listed price of a new device. The company said sales through German e-commerce channels increased 37% in May compared to the same month last year, and exports to Spain and France also increased 108%.

TCL recorded a 68% increase in orders in the first 6 months of the year in Europe while shipments increased by 62%. The two main product lines, portable household air conditioners and separate inverter air conditioners, grew by more than 90%, far exceeding the industry’s average growth rate. Italy and Spain are the company’s two largest air conditioner consumption markets in Europe.

Wei Chi, European marketing director of Hisense, said that this year the old continent received a late heat wave, continuously reaching temperature records, causing manufacturers to not have time to prepare inventory. This is the reason why companies have to both increase production capacity and take goods from other markets to Europe, causing short-term disturbances in the supply chain.

Adjusting production to serve the European market

According to a TCL representative, the company must significantly shorten the air conditioner production cycle, from the standard 30-40 days to 10 days. Transportation and logistics methods are also shifting from sea and rail to pallet trucks transporting goods directly from China to Europe.

Gree representatives said that they have deployed a variety of air conditioning products, suitable for many installation conditions and consumer habits in Europe. The best-selling line is portable air conditioners that do not require installation and are flexible for many spaces. Meanwhile, wall hangings that are popular in Asia are also starting to be accepted by Europeans.

Similarly, Hisense said it has researched and optimized two-unit air conditioners that are easy to install and easy to clean for the European market. New models with high energy efficiency will be available soon next quarter. “In North America, people prefer window-mounted models, while in Europe, easy-to-install two-piece models are gradually becoming more popular,” Mr. Wei Chi said.

Consumers gradually accept Chinese brands

Thanks to large available production capacity, accessible prices, and diverse product lines, Chinese companies quickly dominate store shelves in Europe, where people are not familiar with using air conditioners or often use Japanese and American brands.

“From being forced to choose from shortages or low prices, European consumers gradually realize that Chinese products also have good cooling performance and suitable features,” the page said. ITHomes comment.

According to a TCL representative, European users have high loyalty to brands, giving traditional Japanese companies a great advantage. However, the acceptance of Chinese brands among young people is gradually increasing, especially after the large-scale penetration of online retailer JD helps expand sales channels and optimize shipping costs.

Representative of Hisense, Gree also said that investing in developing product lines suitable for Europe also gives the Chinese company a great advantage over its competitors, in the context that people here face many strict regulations when wanting to install air conditioners and installation costs are also high, which can be up to 1,000 euros, making many households unable to afford it.