Chinese appliance makers shed their image as budget brands at Milan Design Week 2026

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Chinese appliance makers shed their image as budget brands at Milan Design Week 2026

Published: 27 Apr. 2026, 11:46 Updated: 27 Apr. 2026, 18:05

Audio report: written by reporters, read by AI

Li Huagang, the senior vice president of Haier Group, visits the company’s booth at Milan Design Week 2026 on April 21 to inspect the exhibition. [KIM SU-MIN]

A wine refrigerator opens with a gentle touch and automatically sets the optimal temperature for red and white wines. A refrigerator suggests recipes based on the ingredients inside by using an internal camera. A dishwasher uses “Biovitae” technology to eliminate "99.99 percent of bacteria."

These are some of the products from China’s Haier Group.

The rapid rise of Chinese appliance makers was on full display at Milan Design Week 2026, which opened on April 20. At the Fuorisalone exhibitions, industry giants such as Haier Group and Hisense Group set up large booths and displayed products that shed their image as budget brands.

These and other Chinese companies, powered by AI and sensor technologies, are pushing aggressively into the premium appliances market, with many of their lineups being seen as competitive with global standards.

Haier Group, in particular, presented an ecosystem-based strategy linking appliances to mobility and energy. For example, it partnered with the Chinese EV giant BYD to demonstrate how to power a wine cellar using electricity from an EV.

Haier Group, a Chinese appliance maker, demonstrates an EV powering appliances at Milan Design Week 2026 on April 21. [KIM SU-MIN]

On Tuesday, Li Huagang, the senior vice president of Haier, visited his company’s booth in person to inspect the exhibition and signal the company’s commitment to expanding in the European market.

“Beyond simply launching products, the key is to become a brand that delivers customized experiences valued by [...] consumers,” Massimiliano Castellana, the digital media public relations manager at Haier’s European division, said.

Localization through mergers and acquisitions is also accelerating. At EuroCucina, a major kitchen appliance exhibition, the New Zealand appliance company Fisher & Paykel Appliances, acquired by Haier in 2012, drew attention with built-in appliances designed to resemble trees. Haier has also acquired GE Appliances in the United States and the Italian appliance manufacturer Candy, strengthening its foothold in overseas markets.

However, despite Haier’s advances, the built-in appliance market in Europe remains a formidable barrier.

New Zealand appliance brand Fisher & Paykel Appliances showcased built-in appliances made of solid wood at the Milan Design Week 2026 on April 21. [KIM SU-MIN]

Built-in appliances are embedded into housing infrastructure, meaning that any issues, such as fires or water leaks, can directly affect builders and property owners. As a result, European builders prioritize long-established brand trust and comprehensive repair service networks over functionality.

Moreover, energy efficiency — a key requirement in the European market — remains an area in which Korean companies maintain an edge. Samsung Electronics’ “Bespoke AI Washer” consumes 65 percent less energy than the European Union’s top A rating. LG Electronics also highlighted its competitiveness with a dishwasher that is 30 percent more efficient and a refrigerator that is 10 percent more efficient than the EU’s A rating.

“Chinese companies are achieving meaningful results in general retail channels by leveraging price competitiveness,” Baek Seung-tae, the head of the Home Appliance Solution division at LG Electronics, said after visiting Chinese booths. “But entering the market based solely on price is the most rookie approach.”

“Energy efficiency and durability, which European consumers value most, are already well-established strengths in the global market,” Baek added. “The trust built through years of competing with local European brands is not something that can be easily overtaken in a short period of time.”

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY KIM SU-MIN [[email protected]]