Chinese Home Appliances Conquer Europe: Midea, Haier, Gree Account for **32%** of EU AC Market Amid Record Heatwave

A Summer of Record-Breaking Heat and Surging Demand

Since late June 2026, a relentless heatwave has swept across Europe, shattering numerous temperature records and turning air conditioners from a luxury into a "survival necessity." According to the International Energy Agency (IEA), Europe is warming at twice the global average rate, yet only 20% of European households currently have air conditioning. This gap has created an unprecedented opportunity for Chinese home appliance manufacturers.

Data from market research firm Euromonitor International shows that Chinese manufacturers Haier, Gree, and Midea are projected to account for a combined 32% of the European retail air-conditioner market by sales volume in 2026. On Joybuy, JD.com's European online retail brand, air-conditioner sales surged nearly 40 times during the June 19–25 heatwave compared with the first week of June.

Innovation Overcomes European Barriers

Europe presents structural barriers to AC adoption: installation fees can exceed €1,000, and consumers often wait weeks for construction slots during peak summer. Strict noise regulations, bans on exterior wall modifications for historic buildings, and concerns about energy consumption have historically limited market penetration.

In response, Midea spent three years developing the PortaSplit — a mobile split air conditioner that requires no drilling, with an outdoor unit weighing less than 10 kg, allowing most adults to self-install. Targeting Europe's high electricity prices, the product also boasts industry-leading energy-saving technologies. Midea's PortaSplit has sold more than 200,000 units in Europe this year, doubling year-on-year, with total AC sales in Western European markets (Germany, France, Spain, UK) rising over 70% year-on-year in H1 2026.

Haier has similarly adapted to local needs, lowering minimum operating noise to 18 decibels — quieter than turning pages in a library — to comply with Germany's strict nighttime noise regulations.

China's Supply Chain Advantage

Zhou Nan, Secretary-General of the household electric appliance branch of the China Chamber of Commerce, noted that China's supply chain strength enables delivery lead times of just two to three weeks, positioning Chinese manufacturers to respond rapidly to unexpected demand spikes like Europe's heatwaves. From January to May 2026, exports of tower fans from Ningbo Heallux International Trading surged roughly 60% year-on-year.

Despite recent frictions in China-EU trade relations, the surging AC sales demonstrate that market logic outweighs protectionist narratives. As Tobias Strobel, head of technical innovation for residential AC at Midea's German R&D Center, explained: "Made in China is redefining product lines to align with the specific demands of local consumers — it means excelling not only in manufacturing but also in innovation."

Outlook

Industry analysts point out that as climate change intensifies, Europe's cooling demand will only grow. Chinese manufacturers who continue to invest in localized R&D and energy-efficient solutions stand to capture an even larger share of the €multi-billion European HVAC market, transforming emergency cooling needs into long-term sustainable business.