Amid profound changes in the global trade and economic landscape, the 137th China Import and Export Fair (Canton Fair) opened as scheduled, drawing global buyers to Guangzhou. On the evening of April 15, China Central Television (CCTV) featured a special report on Chinese suppliers—represented by Sichuan Changhong Electric Co., Ltd. (hereinafter referred to as “Changhong”)—and how they are leveraging the "Bridge of Trade" to explore new markets. The report has since garnered widespread attention.

Huang Herong, Deputy General Manager of Changhong’s International Division, told CCTV reporters that this year’s Canton Fair is different from previous ones due to geopolitical factors.“We have higher expectations for the Canton Fair right at our doorstep, hoping to achieve better results,” he said. Given its location in Guangzhou, the fair offers convenient access for clients from ASEAN and Southeast Asian countries, making it a prime opportunity that must not be missed.

Changhong serves customers across the globe. In response to uncertainties in the current trade environment, how does the company maintain its competitiveness? CCTV News took a closer look.

Huang explained that each country has specific product requirements and standards based on their economic development and infrastructure. “We develop products accordingly. Like many Chinese suppliers, Changhong can meet customer needs because we create new products for them every year and showcase our latest innovations annually. This makes our offerings widely welcomed.”

At this year's Canton Fair, Changhong staged an AI-themed showcase with several debut products that wowed global buyers. These included an AI-powered healing TV that uses color to enhance atmosphere and mood, an AI dust-free air conditioner with 360°dust-free functionality supported by AI cloud-saving and voice technologies, and the M Fresh refrigerator that uses AI humidification technology able to keep roses fresh for up to 33 days. Other highlights include a Blue Oxygen laundry care set equipped with AI automatic dispensing and smart drying features that add a sensory dimension to household chores.

Locally Adapted Flagship Products Win Global Favor

Changhong also presented several globally localized flagship products. The KITFit refrigerator series features top-mounted evaporators and optimized airflow to eliminate repeated freezing, suppress bacterial growth, and preserve nutrients. The Cruella series washer-dryer set targets urban households with limited space through a slim design paired with high-performance functionality. The washer’s compact build suits small apartments, while the dryer utilizes advanced heat pump technology to reduce energy consumption and protect fabric fibers via precise temperature control. The elegant appearance and user-friendly design of the front-load washer reflect the aesthetic of everyday life, turning laundry into an enjoyable experience.

Rapid Global Expansion and Strong Market Growth

Since 1998, Changhong has actively developed international markets under the strategy of "going global." By transferring capacity and investing in manufacturing in Belt and Road countries, Changhong has driven the integration of localized production and services. The company now operates 22 manufacturing bases and 18 R&D centers worldwide, with products and services reaching over 160 countries and regions.

Over the years, Changhong has also leveraged global sports IPs to enhance its international brand presence. It has built a sports marketing matrix covering snow sports, football, tennis, and rugby. In 2023, its CHiQ brand partnered with the International Ski Federation (FIS) and the German Ski Association (DSV). More recently, it became an official premium partner of the Porsche Tennis Grand Prix in Germany. Riding the wave of the global "ice and snow economy" in 2024, Changhong has leveraged international snow sports events and broadcasting platforms such as CCTV-5 to integrate its technology, products, and marketing with major global sports events—paving a new path for brand globalization.

Behind this strategy lies Changhong’s user-centric global market approach. By connecting emotionally with consumers through popular sports events, the company continues to enhance brand awareness and influence.

Impressive Overseas Results in 2024

The results of Changhong’s international efforts are becoming increasingly evident. In 2024 Sales revenue in Europe grew over 30% year-on-year due to an integrated online-offline strategy. In Australia, national channel breakthroughs drove a revenue increase of over 40%. White goods sales in Indonesia surged by 55% year-on-year.

Revenue in Southeast Asia and Latin America—including Malaysia, Thailand, the Philippines, and the Middle East—also recorded significant growth.

These achievements are rooted in Changhong’s precise localization strategies in product development, branding, and service. With synchronized local R&D, manufacturing, and sales networks, the company has established a high-efficiency overseas operation model characterized by rapid development, fast market launches, and responsive service.

In the eyes of CCTV, Changhong’s path to globalization has evolved beyond simple product exports. It now encompasses a fully integrated strategy of “product + technology + brand” globalization.

From securing $24 million in orders at the Canton Fair in 1988 to showcasing a full range of AI home appliances in recent years, Changhong’s development is closely tied to international platforms like the Canton Fair and the broader transformation of China’s manufacturing exports.

Changhong’s journey reflects a broader trend among Chinese manufacturers transitioning from “Made in China” to “Made Smart in China.” AI empowers smarter products, localized operations support deeper market penetration, and global branding builds consumer loyalty. These combined forces are propelling Chinese manufacturing, represented by Changhong, toward a bold new future overseas.

Twitter