Chinese Appliance Brands Gained Market Share
Homeowners in Australia may see more brand variety as global manufacturers shift focus to international growth.
Updated on Sept. 27, 2026 in Appliances
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Major Chinese appliance manufacturers have aggressively expanded their presence in the Australian market as they face declining domestic demand at home. Brands like Hisense and Haier have captured significant volume shares in categories ranging from refrigeration to home laundry.
Why it matters
The push for global expansion comes as manufacturers grapple with a downturn in China’s domestic property market, leading these companies to invest heavily in design and brand development abroad. This strategy signals a broader move to compete directly with established European appliance names for space in your kitchen and utility room.
In 2025, Hisense secured 14% of the Australian refrigeration market, while Haier captured 26% of home-laundry volume. Meanwhile, Midea reported a US$3.93 billion net profit for the first half of 2026.
The players
Hisense
A global manufacturer of refrigerators and televisions that held 14 percent of the Australian market by volume in 2025.
Haier
A major home appliance company that commanded a 26 percent volume share of the Australian home-laundry market in 2025.
Midea
A large-scale appliance producer that reported a first-half net profit of US$3.93 billion for 2026.
Electrolux
A European appliance leader that maintained a 19 percent share of the Australian refrigeration market in 2025.
Changhong
A Chinese manufacturer planning to introduce Grundig-branded televisions to the Australian market in 2027.
The details
Chinese firms are executing this expansion by acquiring European brands and engineering operations to gain access to established distribution networks and intellectual property. Manufacturers are also utilizing a dual-brand strategy, maintaining value lines while simultaneously launching premium products to appeal to a wider range of international shoppers.
Timeline
2025 marked the period for reported Australian market share data.
First half 2026 saw profit declines for four of China's seven major appliance manufacturers.
September 2026 is when Hisense prepared to display new appliance models.
2027 is the target year for the launch of Grundig-branded televisions in Australia.
The Home Front
This move mirrors the industrial expansion pattern of Japanese electronics brands into Western markets during the 1980s. It marks a significant shift in appliance ownership trends as Chinese companies move from manufacturing for others to competing with their own global premium brands.
As new brands and models enter the market, compare the features and warranty terms of emerging international labels against your existing appliances. When shopping for replacements, check local retailer inventories to see how these expanding brands compare in price and utility for your household.
The takeaway
The appliance market is becoming increasingly global as manufacturers seek growth outside of slowing domestic economies. Keep an eye on evolving brand portfolios when researching your next major home purchase, as companies continue to acquire and rebrand legacy European lines.
Further reading
Explore the latest industry developments and product trends on our Appliances page.
Source note: This article includes information reported by ChannelNews.
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Do you trust the quality of major appliances from newer international brands as much as established ones?
