As 2024 draws to a close, a formidable contender has emerged in the global washing machine market.

According to the latest data from Industrial Online, Hisense washing machines have exhibited robust performance from January to October this year. Globally, Hisense washing machines are projected to ship over 6.26 million units in 2024, marking a significant 21.1% increase, positioning it as the fastest-growing brand among the top 10 globally and poised to surpass Bosch and Siemens to rank among the top 7 worldwide.

As a relatively young player in the washing machine industry, how does Hisense achieve such remarkable success?

Observing the evolution of Hisense washing machines, it becomes evident that the answer lies in its commitment to understanding new consumer trends and consistently upgrading its technology to deliver 'three-high' products: high technological content, high added value, and high quality.

This is also the cornerstone of the continuous enhancement of "Made in China's" competitiveness in the global market, showcasing new facets and advantages. Hisense washing machines' breakthrough in the global market serves as a powerful testament to the high-quality overseas expansion of Chinese manufacturing.

Strong Breakthrough

Achieving over 20% year-on-year growth for Hisense washing machines is a notable feat in the current market landscape.

In the global white goods market, the washing machine segment is second only to refrigerators in size. According to Statista data, the global market size for washing machines, refrigerators, and air conditioners exceeded $240 billion in 2023, with washing machines accounting for approximately 27%.

With such a substantial segment, competition is naturally fierce. In addition to foreign brands like Bosch and Siemens, domestic mainstream appliance companies also compete in this sector, making it a highly contested arena.

Furthermore, due to the global economic situation, the market has entered an era of stock competition. Data shows that global washing machine sales in 2023 reached 158.65 million units, with a meager year-on-year increase of only 0.7%. While the domestic market has recovered relatively well, it still lags behind the period of rapid growth. In the first half of 2024, retail sales of washing machines in China increased by 6.2% year-on-year, and retail sales increased by 3.8% year-on-year.

Despite this challenging environment, Hisense washing machines have outperformed the industry with their strong performance. Domestically, Hisense washing machines have continued to maintain rapid growth this year, consistently ranking among the top three in the industry in terms of shipments. Overseas, third-quarter report data reveals that Hisense washing machines' overseas revenue increased by 60.72% year-on-year. In the stringent European market, it has achieved the remarkable feat of "being chosen by five European families every minute." Currently, Hisense washing machines' overseas revenue accounts for over 70% of its total revenue, accelerating its path towards becoming a global brand.

Innovation Wins the Market

In recent years, Chinese companies have gradually stepped into the spotlight of the global home appliance industry, becoming key players. Data shows that China's home appliance (white goods) exports reached $107.26 billion in the first ten months of this year, a year-on-year increase of 14.5%, with the scale of home appliance exports this year expected to reach a new high, exceeding $120 billion.

Chinese home appliance companies have gained increasing global recognition due to their continuous investment in product and technological innovation. "The product strength, brand strength, and channel strength of China's home appliance industry have all improved, and its independent innovation capability has reached the global forefront, driving the long-term development of China's home appliances," said Xu Dongsheng, Vice Chairman of the China Household Electrical Appliances Association, in a recent media interview.

Intelligence and scenario-based design are the focal points of future home appliance competition, presenting a significant opportunity for the Chinese home appliance industry to catch up, compete, and eventually lead the global market. In recent years, Chinese companies have leveraged their advantages in intelligent technology and vast application markets to rapidly iterate products and develop solutions that better address consumer pain points, thereby gaining a unique competitive edge in the global market.

Focusing on current consumer demand for healthy laundry care, Hisense washing machines continuously innovate laundry technology and product experience. The innovatively developed live water washing technology can increase the product's bactericidal rate to 99.99%, with a scale inhibition rate of up to 93%, achieving an ultra-high cleanliness ratio of 1.259, setting a new benchmark in the laundry field.

Simultaneously, recognizing the preferences of young consumers for novelty, Hisense washing machines have launched the Rome Holiday washing machine, which harmoniously blends aesthetics with functionality and recently won the 2024 International CMF Design Gold Award.

Strong Green Momentum

Green initiatives are another crucial factor for Chinese home appliance companies to continuously enhance their competitiveness.

Since the beginning of this year, China has launched a new round of consumer trade-ins for old products, focusing on encouraging green home appliances with high energy efficiency and environmental friendliness, further motivating home appliance companies to continuously improve the "green content" of high-quality development.

The home appliance industry has not only reduced energy consumption, energy savings, and emissions from multiple aspects such as product demand, procurement, manufacturing, sales, and use but has also gradually established a comprehensive green manufacturing system encompassing green design, green supply chains, and green factories. According to data from the National Development and Reform Commission, first-tier energy efficiency home appliances accounted for up to 90% of sales during the nationwide consumer trade-in event.

Hisense washing machines focus on researching and applying eco-friendly packaging and PCR plastic to reduce the carbon content of raw materials. Meanwhile, by continuously improving product performance to enhance energy efficiency, the original live water washing technology enables washing 10 loads of laundry with just 1 kWh of electricity. In 2024, Hisense washing machines have achieved a renewable material application rate of over 76%, reducing carbon emissions by 53,510 tons annually. They have also received certification for the full lifecycle carbon footprint and organizational carbon footprint from the authoritative German institution TÜV Rheinland, accelerating progress towards comprehensive carbon neutrality.

What impressive milestones will Hisense washing machines, the industry's formidable contender, achieve next? Let's wait and see.