{"id":1547842,"date":"2025-07-19T01:20:00","date_gmt":"2025-07-19T05:20:00","guid":{"rendered":"https:\/\/bugaluu.com\/news\/?p=1547842"},"modified":"2025-07-19T01:20:00","modified_gmt":"2025-07-19T05:20:00","slug":"chinese-consumer-brands-rapidly-expand-in-southeast-asia","status":"publish","type":"post","link":"https:\/\/bugaluu.com\/news\/chinese-consumer-brands-rapidly-expand-in-southeast-asia\/1547842\/","title":{"rendered":"Chinese Consumer Brands Rapidly Expand In Southeast Asia"},"content":{"rendered":"

Chinese Consumer Brands Rapidly Expand In Southeast Asia<\/span><\/p>\n

\n

It’s not just in autos where Chinese brands are expanding their global reach…<\/em><\/strong><\/p>\n

Chinese consumer brands are quickly expanding in Southeast Asia, especially in home appliances and cosmetics\u2014markets once led by Japanese, South Korean, and European companies, according to Nikkei Asia<\/a>. Their rise is powered by acquisitions, e-commerce, and domestic overcapacity.<\/p>\n

\u201cInnovation in China is very cutthroat,\u201d said Tim Chuah, senior global insight manager at Euromonitor. \u201cFor the very strong players who have survived in China, once they get into Southeast Asia, it becomes much easier for them to increase their market share.\u201d<\/p>\n

Appliance makers like Haier and Midea have grown globally through local production and acquisitions like GE Appliances and Japan\u2019s Aqua. In Thailand, Haier launched AI-equipped washing machines and expects 2025 sales to hit 14 billion baht, up 28%. \u201cYou can see our growth speed is [faster than] other brands,\u201d said Dong Jianping, Haier\u2019s head in Thailand.<\/p>\n

Nikkei Asia writes<\/a> that\u00a0Chinese appliance market share in Southeast Asia rose from 3.6% in 2015 to 8.6% in 2024. Gains are sharper in specific segments: vacuum cleaners (1.3% to 22.9%), washing machines (12.8% to 20.4%), and microwave ovens (5.2% to 18.2%).<\/p>\n

Lesser-known firms like Guangdong Deerma Technology, once contract manufacturers, are thriving with low-cost, online-first models. \u201cAlthough the international landscape remains highly uncertain, overseas sales are expected to grow rapidly due to China\u2019s supply chain advantages,\u201d the company said.<\/p>\n

Photo: NIkkei Asia<\/a><\/p>\n

Chinese brands have taken share from Japanese and Korean firms. In air conditioning, Japanese companies lost 7 percentage points between 2015 and 2024, while Chinese brands grew from 9% to 25%.<\/p>\n

E-commerce plays a key role. At a Hangzhou expo, TikTok Shop offered perks like no merchant or withdrawal fees and low deposits for Southeast Asia sellers. \u201cPrices of products may not match those in the U.S. and Europe, but merchants can make up for it by selling in large quantities,\u201d a TikTok Shop rep said.<\/p>\n

Chinese cosmetics brands are also gaining ground. While L\u2019Oreal and Unilever still lead, Chinese skincare brands posted 115% annual growth from 2019 to 2024. In Indonesia, Chinese color cosmetics brands grew their market share from 2% to 15%.<\/p>\n

Guangzhou-based Focallure runs multiple TikTok accounts per brand per country. \u201cBecause they\u2019re from China, they naturally understand how the algorithm on TikTok works,\u201d said Yang Hu, APAC insight manager at Euromonitor.<\/p>\n

However, food remains a weak spot. Past safety scandals still affect trust. \u201cUnlike electronics,\u201d Chuah noted, \u201cfood products require a deeper level of localization in terms of tastes and branding.\u201d<\/p>\n

Still, Chinese exports to ASEAN hit $322.5 billion in the first half of 2025\u2014more than to the EU or U.S.\u2014while imports rose just 1%. \u201cMost of the time, the products [from China] are more competitive than those produced by local companies,\u201d said Chuah. \u201cAnd obviously that\u2019s where a lot of the industrialization risk is coming<\/p>\n<\/div>\n

Tyler Durden<\/a><\/span>
\nFri, 07\/18\/2025 – 21:20<\/span><\/p>\n

\u200bhttps:\/\/www.zerohedge.com\/markets\/chinese-consumer-brands-rapidly-expand-southeast-asia<\/a>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Chinese Consumer Brands Rapidly Expand In Southeast Asia It’s not just in autos where Chinese brands are expanding their global reach… Chinese consumer brands are…<\/p>\n","protected":false},"author":0,"featured_media":1547843,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1547842","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","wpcat-1-id"],"_links":{"self":[{"href":"https:\/\/bugaluu.com\/news\/wp-json\/wp\/v2\/posts\/1547842","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bugaluu.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bugaluu.com\/news\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/bugaluu.com\/news\/wp-json\/wp\/v2\/comments?post=1547842"}],"version-history":[{"count":0,"href":"https:\/\/bugaluu.com\/news\/wp-json\/wp\/v2\/posts\/1547842\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bugaluu.com\/news\/wp-json\/wp\/v2\/media\/1547843"}],"wp:attachment":[{"href":"https:\/\/bugaluu.com\/news\/wp-json\/wp\/v2\/media?parent=1547842"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bugaluu.com\/news\/wp-json\/wp\/v2\/categories?post=1547842"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bugaluu.com\/news\/wp-json\/wp\/v2\/tags?post=1547842"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}