Are Both Washing Machines and Dryers 'Made in China'?…The Advance of Chinese Home Appliances [Premium Chinese Product Invasion]

Import of Chinese Household Electronics Reaches $4.1575 Billion
Expanding Product Range from Small Appliances to Large Appliances

Presence Extends from TVs and Robot Vacuums to Washing Machines
Global Market Share Gap Widens Fourfold

Chinese company Roborock, leading the domestic robot vacuum cleaner market, is holding a large-scale launch event for its integrated washer-dryer on the 29th. The integrated washer-dryer market in Korea is currently dominated by Samsung Electronics and LG Electronics, but Roborock is aiming to generate buzz with the event alongside the product launch announcement. Notably, a senior marketing official from the Chinese headquarters will personally present at the event to explain the background of introducing the new product to the Korean market. This move is interpreted as Roborock, having gained confidence through sales amid the faster-than-expected penetration of Chinese home appliance companies into the Korean market, officially declaring an expansion of its product lineup.

According to industry sources, Roborock will hold a launch briefing for the new washer-dryer product at its flagship store in Starfield, Hanam-si, Gyeonggi-do. Bowen Chen, Roborock’s Product Marketing Manager for washer-dryers, will serve as the presenter, introducing the company and two new products.

Roborock’s introduction of an integrated washer-dryer to the Korean market signifies an increased level of domestic market penetration by Chinese home appliance companies. By adopting a premium strategy, they are expanding their presence even in product categories dominated by domestic companies. Experts evaluate that Chinese technology in high-priced home appliances such as refrigerators and washing machines is by no means inferior to that of Korea. Some even point out that China appears to be ahead in certain areas.

Roborock is considered a successful example of China’s premium strategy. It achieved the number one market share within three years of entering Korea, with sales soaring from 29.1 billion KRW in its first year of entry in 2020 to 200 billion KRW last year. Since 2022, it has maintained the top market share in the domestic robot vacuum cleaner market for two consecutive years. Most users did not even realize Roborock was a Chinese brand due to its high technological capability.

In the TV market, Roborock is also competing with premium TVs emphasized by Samsung and LG. Chinese manufacturers are recording unstoppable growth in the mini LED TV market, which is classified as a premium segment.

TCL, which accelerated its Korean market strategy by establishing a Korean subsidiary last November, is a representative example. The company’s QLED TV products include almost all the features found in Samsung and LG products of the same size, while being lighter and more affordable. TCL also operates 38 after-sales service centers nationwide, increasing satisfaction among Korean consumers. Industry insiders estimate that TCL has sold tens of thousands of TVs in Korea so far.

Chinese home appliances have already deeply settled into Korean households. According to export-import statistics from the Korea International Trade Association, imports of Chinese household electronic products from January to October this year amounted to 4.1575 billion USD. This is an 11% increase compared to the same period last year, and if the current trend continues, it is expected to exceed 5 billion USD annually.

Chinese companies are also showing rapid growth in the global market. According to Euromonitor, China’s Midea held a 5.83% share of the global home appliance market this year, ranking first. This marks three consecutive years of growth, from 5.43% in 2022 to 5.61% last year. During the same period, China’s Haier also expanded its share from 3.60% to 3.71% and then 3.72%. In contrast, Samsung Electronics maintained a share of around 1.34% to 1.35%, and LG Electronics remained at about 1.43%.

However, Chinese companies are not without weaknesses. Domestic companies are focusing on leveraging China’s vulnerabilities in artificial intelligence (AI) and security features to enhance their competitiveness. Strengthening home appliance-related services and marketing, such as subscription businesses, is also considered a viable strategy. An industry insider said, "Chinese companies are expected to further expand their Korean market strategies to increase their premium market share. Since China faces limitations in AI chip supply due to US-China sanctions, domestic companies need to actively develop AI products and consider ways to attract consumers through factors other than price."