How Chinese companies are designing for European consumers

As Europe faces another summer of extreme heat, demand for cooling products is once again climbing sharply.

Across China, factories are increasing production of items ranging from umbrellas and portable fans to household ice makers. But for many manufacturers, meeting rising demand is no longer the only priority.

More companies are shifting their focus beyond simply exporting products, placing greater emphasis on tailoring designs to local consumer habits and lifestyles.

At Midea’s manufacturing base in Foshan, south China’s Guangdong Province, engineers are presenting a portable split air conditioner designed specifically to meet the needs of European consumers.

Unlike conventional split air conditioners, the unit does not require professional installation. The outdoor module weighs just 10 kilograms and can be mounted on a windowsill without drilling through walls, making it particularly suitable for renters and older buildings where exterior modifications are restricted.

“In Europe, the rental rate is relatively high, and people want products that can be installed and removed easily,” said Xiong Xueqin, sales director for Midea’s Europe RAC business. “Compared with traditional portable air conditioners, this model is more energy efficient, quieter, and helps lower electricity costs. Those are the features European consumers value most.”

From local insight to local solutions

The product highlights a broader shift in the way Chinese manufacturers are approaching overseas markets.

Instead of simply modifying an existing model, Midea’s development team started by identifying the specific challenges faced by European consumers: high installation costs, shortages of installers during the peak summer season, restrictions on adding outdoor units to many historic buildings, and a growing number of renters seeking more flexible and portable solutions.

To address those needs, engineers in China worked with an industrial design team in Italy over a three-year development cycle.

“We start by identifying the needs of local consumers,” said Zhao Ali, Europe product manager at Midea RAC Overseas. “Once we identify a specific problem, we bring together a dedicated project team, working closely with our R&D teams in China and our industrial design team in Italy. It has become a successful example of turning local insights into locally relevant products.”

The strategy appears to be paying off. Sales of the model in Europe have more than doubled this year, reaching around 200,000 units, according to the company.

The same approach is emerging across China’s consumer goods sector.

In Yiwu, east China’s Zhejiang Province, vendors say overseas demand for portable cooling products has risen as Europe experiences another unusually hot summer. Exports of portable ice makers have also surged, with a Ningbo-based manufacturer reporting that shipments to Europe increased by more than 70 percent during the first five months of this year.

Chinese companies are also developing products tailored to the needs of entirely different markets. Manufacturers in Guangdong Province, for example, have introduced multifunctional portable fans that combine cooling features with LED lighting and Bluetooth speakers, targeting outdoor and camping lifestyles in Latin America.

According to Liu Zhijie, director of the International Cooperation Department at the China Development Institute, these products reflect a broader transformation taking place across China’s manufacturing sector.

“It’s about technological innovation,” Liu told CGTN. “We’ve long moved beyond the traditional OEM model. Chinese companies are now able to bring independently developed products to market much faster, driven by consumer demand.”

The expanding China-Europe freight train network has also enabled manufacturers to respond more rapidly to shifting market demand, with some shipments reaching Europe in as little as 15 days, roughly 25 days faster than traditional sea transport.

As Europe’s summer season gradually transitions into the colder months, production lines are already gearing up for the next wave of orders.

For Chinese manufacturers, global competition is increasingly being shaped not by the scale of production, but by the ability to understand and meet the specific needs of the markets they serve.