Chinese home appliance companies are rapidly encroaching on the Korean market, using small appliances as a beachhead. After winning the trust of domestic consumers with robot vacuums, mini washing machines, and air purifiers, they are expanding outward into large appliances such as refrigerators, washing machines, and TVs. Chinese corporations that boosted their technology through aggressive mergers and acquisitions (M&A) in the mid-2010s have also built distribution and after-sales service (A/S) networks in Korea, launching an all-out offensive.
According to the Korea International Trade Association on the 12th, imports of Chinese household electronics in 2024 reached $4.9725 billion, about double the level from 10 years ago ($2.69213 billion). That is equivalent to 62% of the value of home appliances Korea exported worldwide ($7.97469 billion). In the past, China was a revenue source for Korean corporations, but now Chinese corporations are targeting the domestic market with value for money and technological strength.
◇ Chinese appliance imports double in 10 years… a reversed market landscape
The surge of Chinese small appliances is clear in the numbers. According to market researcher IDC, Roborock took first place this year by surpassing a 50% share in the Korean robot vacuum market. Runner-up Samsung Electronics remained in the low-20% range. Roborock's sales in Korea jumped from 29.1 billion won in 2020 to 241.4 billion won in 2024.
Looking at the domestic robot vacuum market, Chinese brands account for roughly 70% of share. Following Roborock, Dreame grew its share from 4.1% last year to 12.8% in the first half of this year. Among Korea's imports of small appliances and electric heaters last year, Chinese products made up more than 60%, and imports of Chinese vacuums alone reached 700 billion won ($478 million).
Having seized the mini appliance market, Chinese brands are now leveraging that foothold to step up their push into large appliances. Roborock entered the laundry appliance market by launching an all-in-one model with 10 kilograms of wash capacity and 6 kilograms of drying capacity. In the high-end robot vacuum segment, it has posted around 80% share, shedding its "value for money" image and, according to assessments, securing a premium position. Midea is expanding its lineup by selling large-capacity washer-dryers and dishwashers.
Xiaomi last month established a dedicated A/S center (ESC) near Seoul Station, completing its domestic service infrastructure. It has recently formalized the global launch of washing machines, refrigerators, and air conditioners, accelerating its move into large appliances. The market also expects the possibility that Xiaomi's smart home brand "Mijia" will begin full-fledged entry through domestic distribution channels. Haier Smart Home Co., Ltd. is already expanding its footprint by selling products such as refrigerators and washing machines in parallel channels including Coupang.
In the TV market, Chinese brands are clearly closing in. According to market researcher Counterpoint Research, in the first quarter of 2025, Hisense (20%) and TCL (19%) ranked second and third, respectively, in the global premium TV market by shipments. They trailed Samsung Electronics (28%) and overtook LG Electronics (16%). The combined share of Samsung and LG, which was 62% just a year earlier, fell to 44%.
TCL established a Korean subsidiary in 2023 and has directly operated a Naver Smart Store, pursuing an aggressive pricing strategy such as selling 65-inch QLED TVs for under 800,000 won. Hisense has also launched a 100-inch QLED TV, targeting the market at half the price of organic light-emitting diode (OLED) models.
◇ Technology boosted by aggressive M&A… caution over rising large-appliance share
The technological advances of Chinese home appliance makers stem from M&A strategies that continued from the mid-2010s. Haier Smart Home Co., Ltd. acquired GE's home appliance unit and Italian built-in brand Candy, while Hisense acquired Toshiba's TV division, European appliance maker Gorenje, and automotive air conditioner company Sanden Holdings. By absorbing technology and incorporating artificial intelligence (AI), they quickly narrowed the technology gap with global corporations. More recently, by listing on domestic e-commerce platforms such as Coupang and Naver and building their own A/S infrastructure, they have also secured sales channels.
The industry says the rise of single-person households and the spread of minimal living have supported the expansion of Chinese small appliances. Analysts also note that, in tandem with domestic conglomerates focusing on premium large appliances, conditions have formed for Chinese brands to penetrate. Samsung Electronics and LG Electronics are trying to defend their positions by strengthening premium lineups centered on OLED and artificial intelligence (AI) platforms, but many point out their response to mini appliances is relatively slow.
An appliance industry official said, "As the quality and design of Chinese products improve rapidly, they are shedding their low-price image," and added, "Chinese brands are expanding categories every year in Internet of Things (IoT) kitchen and home appliances and in items such as dishwashers and clothes dryers, while investing heavily in establishing Korean subsidiaries and expanding distribution and marketing channels." The official added, "We need to be wary of the possibility that share gained in small appliances will spill over into large appliances."