New Categories of Air Conditioners in Short Supply, Sales of Ice-Packed Handheld Fans Surge, China’s “Cooling Big Four” Explode in Popularity Across Europe

In July, temperatures across many European countries exceeded 40°C, fueling the rise of the "cooling economy" as a new consumer demand. According to the latest data from Alibaba International Station, mobile air conditioners, portable fans, ice makers, and ice cream machines made in China have emerged as the "Big Four Cooling Products" for the summer export market, with the gross merchandise value (GMV) of cooling products increasing by 77% year-on-year. Europe, traditionally less reliant on air conditioning, is quickly becoming a key destination for Chinese cooling equipment manufacturers. Global Times reporters have reached out to several home appliance exporters and interviewed European consumers to examine how these Chinese "cooling devices" are playing a crucial role in the local market.

Air Conditioners Entering European Households CNN recently reported that nearly 90% of U.S. households are equipped with air conditioners, compared to only about 20% in Europe. As high temperatures sweep across the continent, demand for air conditioners has soared. Data from German consumer portal Verivox shows that only 3% of German households had air conditioning in 2021, a figure that rose to 19% by 2024. A report from the International Energy Agency projects that by 2050, the number of air conditioning units in the EU could reach 275 million, more than double the 2019 level.

In a Berlin branch of Germany's largest electronics chain, MediaMarkt, a Global Times correspondent observed a wide range of cooling products on display, including air conditioners, fans, electric cooling blankets, and neck fans—most of which were labeled "Made in China."

Among them were over a hundred different air conditioner models, including familiar Chinese brands such as Haier, TCL, and Midea. One customer, Melanie, said she was planning to purchase a Haier AI-powered model for nearly 1,000 euros, citing its energy efficiency, affordability, and superior features compared to Korean and European alternatives.

The Wall Street Journal reported on July 22 that the debate surrounding air conditioning is becoming a political topic in Europe, with recent heatwaves weakening local resistance to air conditioning.

According to statistics from the China Chamber of Commerce for Import and Export of Machinery and Electronic Products, from January to May this year, China's exports of home air conditioners reached US$9.45 billion, a year-on-year increase of 17.8%. Fan exports totaled US$5.65 billion, up 7.1%, while refrigerator exports reached US$3.32 billion, a year-on-year growth of 5.1%.
The high costs of installing and operating air conditioners remain a barrier for many Europeans. Staff at MediaMarkt explained that installing split-type air conditioners requires permission from landlords and sometimes government departments. The installation must be carried out by certified professionals, with costs running into several hundred euros and requiring regular maintenance.

Zhu Zhou, Regional Director for Europe at Midea Air Conditioning, told the Global Times that Midea's innovative PortaSplit (portable split-type) air conditioners have gained strong popularity in countries like Germany, France, Italy, and the Netherlands, with many markets experiencing shortages.

Zhu explained that unlike traditional split units, the PortaSplit separates the indoor and outdoor components but is simple enough for self-installation, while retaining the portability of a mobile unit and providing an excellent cooling experience. He noted that in Northern Europe, the combined cost of purchase and installation for traditional air conditioners typically reaches 3,000 euros, slightly less in Western and Southern Europe. The PortaSplit, priced at 1,199 euros and requiring no professional installation, significantly reduces setup costs.

According to Zhu, the term "Midea/PortaSplit" saw a 20-fold increase in Google Germany search volume year-on-year this summer, with total sales surpassing 80,000 units. How Bestseller Fans Are Created Beyond air conditioners, Chinese-made small cooling devices are prevalent in nearly every German household. Many German consumers remarked that Chinese cooling products not only offer competitive pricing but also feature a wide variety and often come with unexpected innovations.

Stefan, an electrician in Berlin, works in an environment without cooling systems. Recently, he purchased a Chinese-brand cooling uniform at a department store, which offers breathability and protection against heat, UV rays, and sweat. These uniforms utilize cooling fabrics or ventilated inner layers to maintain internal temperatures up to 15°C lower than the outside environment, making them ideal for hot construction sites.

Liu Lei, Deputy General Manager of Weikenbear Supply Chain Management (Shenzhen) Co., Ltd., anticipated as early as March that semiconductor ice-packed handheld fans would become a bestseller this summer. After the Chinese New Year, orders from Europe began pouring in, confirming the product's success.

In the industry, a product is considered a "hit" when monthly sales exceed 100,000 units. Liu's company has been selling about 200,000 units per month of the semiconductor ice-packed handheld fan.

Liu stated that his company is often six months ahead of market trends. Each year sees the emergence of new trending products. This year, ventilated hats with built-in fans have become popular in Vietnam and Thailand, with signs of increasing popularity in Europe. Last year, high-speed handheld fans were top sellers globally, and prior to that, various ice-making devices enjoyed strong demand.

Currently, the semiconductor ice-packed handheld fans retail for over 100 euros. "You can think of it as a metal plate cooled by technology that produces a chilling breeze—very refreshing," said Liu. Although the technology may appear simple, such products are difficult to produce locally in Europe due to high costs and expensive labor. China has matured in producing small home appliances, with complete supporting industries such as injection molding, circuitry, assembly, and batteries. Liu noted that his company can fulfill over 80% of production needs internally.

Chen Jian'an (pseudonym), who runs a mobile phone component company in Shenzhen, recently noticed market demand for portable fans and converted part of his production line to make neck-mounted fan products. "The market highly values niche needs, from standing fans to desktop units and wearable models. Once a particular use case emerges, Chinese manufacturers quickly adapt their products to meet that demand," he told Global Times. "If you can identify customers' explicit or latent needs and provide high-quality, reliable products, your chances of success are high."

Emphasis on Product IP Increasing While expanding internationally, Liu frequently encounters peers from China. In Europe, he believes his company is less familiar with the local market compared to other Chinese firms. A few years ago, when ice makers surged in popularity, suppliers from Zhejiang flooded the market, leading to a sharp price decline and shrinking profits. Although his company continues to export ice makers overseas as of April, he noted that margins are thin but the product helps maintain client engagement.

Liu emphasized the importance of intellectual property in overseas markets. "Even for something as small as a handheld fan, we ensure all patent designs are registered across regions before launching," he said. His company typically invests nearly 200,000 yuan upfront in product development, even before prototypes are ready.

Zhang Jiying, founder of Zhejiang Xingbao Umbrella Co., based in Yiwu International Trade City, also reported a surge in demand for sun-protection products in Europe. Zhang highlighted her company’s strength in product customization, constantly improving features to suit customer needs. For example, their umbrellas now include fan attachments and flashlights, with some models weighing just 100 grams. Frames use carbon fiber, and fabrics apply nanotechnology, making them compact and convenient—a favorite among consumers.

"In Yiwu, we must learn to pivot based on market trends," Zhang said. "When people say business is tough, we don’t blame the market—we see it as our own issue if products or customer service fall short. If we serve customers well and make good products, they’ll stick with us. That’s what we must continue to do."