Why do domestic heating appliances sell well overseas (Chinese brand circle fans overseas) - observations from the markets of Cixi and Yiwu in Zhejiang Province

As winter approaches, a warm breeze from China is warming the world——
Integrated cold and warm air unit, combining "winter heating and summer cooling", continuously returning orders in Central Asian countries;
Multi sided heater, capable of heating tea on the top and heating on all sides, has received a large number of orders in Japan and South Korea;
Underfloor heating carpet, which can intelligently control temperature and can also cut off power at high temperatures, is popular in many European markets.
These inconspicuous small household appliances have been innovated by Chinese manufacturers, expanding the international market. Data shows that from January to November 2025, exports of electrical space heaters such as electric heaters and electric blankets reached 106.15 million units, a year-on-year increase of 6.18%.
Why are heating appliances selling well overseas? What are the cold thoughts behind the export heat? The reporter brought first-hand observations from Cixi and Yiwu in Zhejiang.
Market is hot: fast return for small orders, full operation
In a family in Hamburg, Germany, a multifunctional heater from Ningbo, Zhejiang is quietly running, dispelling the cold while filtering harmful substances in the air.
Moving south, people come and go in an electrical appliance store in the center of Istanbul, Türkiye. On the shelves, there are 3D simulated flame fireplaces, wall mounted heaters, heating and cooling fans... many of which are printed with the "Made in China" logo.
The market heat spans thousands of miles, effectively spreading to the supply side——
Cixi, Ningbo, is the capital of small household appliances in China. In the workshop, the warm air blower assembly line is running at full capacity, and workers are quickly assembling and testing it; Outside the factory, trucks are ready to go... Cen Yipin, the general manager of Zhejiang Jiuyou Electric Technology Co., Ltd., said that the production will reach 300000 units by 2025, a year-on-year increase of nearly 30%.
Yiwu, Zhejiang, is the capital of small commodities in the world. Just after New Year's Day, in the small home appliance area of Zone 2 of the International Trade City, foreign buyers from Central Asia, Europe and other places are dragging suitcases and holding sample books, shuttling through dense stores to inquire about prices.
Recently, we have been receiving more than ten groups of customers every day, many of whom are familiar faces, and the return of orders is particularly fast, "Zhang Changjun, the person in charge of Yiwu Chichao Trading Co., Ltd., told reporters. The heater market presents a characteristic of small orders and fast returns. A Kazakhstan old customer returned orders three times last year and just placed a new order worth 28000 yuan.
The micro scene of hot production and active commerce converges into an upward growth curve.
According to data from Alibaba International Station, as of the end of November 2025, the cumulative transaction volume of electric blankets has increased by 224% month on month. According to customs statistics, from January to November 2025, the export value of Cixi heaters was 3.32 billion yuan, of which 1.28 billion yuan was exported to the European Union, a year-on-year increase of 8.4%; The export value of Yiwu electric heaters was 290 million yuan, a year-on-year increase of 32%, and the products were sold to Europe, America, the Middle East, Latin America and other regions.
Enterprise Flexibility: Adapting to Changes and Acting agilely
Why can Chinese heaters sell well overseas? The market feedback is the most genuine——
A foreign businessman in Yiwu told reporters that Chinese businessmen have "sharp noses" and "wherever there are market opportunities, their figures can be seen quickly
A German distributor of Jiuyou Electric said that Chinese manufacturing companies are "quick to move" and "they are very efficient in their actions and can immediately switch to products with market prospects
'Sharp nose' means that Chinese foreign trade merchants have a sensitive market response.
At Yiwu International Trade City, operator Cao Kun picked up the popular item in the store - a cold and warm air integrated fan. Our preliminary market research found that customers now not only need heating, but also a sense of atmosphere, "said Cao Kun. This product is mainly targeted at the European and Middle Eastern home markets, and not only has heating and cooling functions, but also simulates the effect of a fireplace. It sold tens of thousands of units shortly after its launch.
There are significant differences in demand among different regions, such as the Middle East, Europe and America, which prefer decorative products; Russia and Central Asia tend to prefer space saving wall mounted models; and Southeast Asia prefers portable charging small appliances, "Cao Kun said." Customers can make whatever they want
The key to the strong resilience of China's foreign trade lies in the adaptability of foreign trade enterprises. The global economic uncertainty is rising, and Yiwu merchants are using fast, accurate, and new strategies to transform the cold wave into opportunities, continuously injecting 'Chinese warmth' into the world, "said Luo Hongying, President of the Yiwu Small Home Appliance Industry Chamber of Commerce.
'Quick hands and feet' means that Chinese manufacturing companies are agile in their actions.
How fast can a new heater be produced in Cixi? From design and manufacturing to production offline, it takes less than 2 months, "said Xu Songlie, the person in charge of Fuyun Electric Appliance Co., Ltd.
Behind the quick response and agile action is the powerful manufacturing capability. The export volume of heaters in Cixi accounts for nearly one-third of the national total, forming a relatively complete industrial cluster. Producing heaters here allows for the use of locally sourced materials, enabling quick sourcing of both switches and radiators.
The hot sales of heaters are a reflection of the advantages of China's complete industrial system, "said Xu Dongsheng, Vice Chairman of the China Household Electrical Appliances Association. In the long-term market competition, the home appliance industry has formed a complete and mature supply chain system. The industrial chain cluster effect meets the one-stop needs of enterprises, making Chinese home appliance companies more competitive in setting sail overseas.
Breaking through internal competition: Collaborative innovation, seeking novelty from the outside
Accompanying the improvement of exports is the increasingly fierce competition in the industry.
In interviews, many companies have reported that the heater industry has basically achieved independent supporting, and market competition is increasingly shifting from single point competition between enterprises to comprehensive competition of upstream and downstream collaborative capabilities in the industry chain.
Faced with the new competitive landscape, many foreign trade enterprises have taken the initiative to break through internal competition——
Some are striving for new breakthroughs and focusing on the mid to high end.
We once wanted to develop a product that could both blow cold and warm air and purify the air, but got stuck during the research and development stage, "explained Cen Daiyu, the person in charge of Jiuyou Electric. The normal motor speed is less than 1200 revolutions per minute, and with the addition of high-density filters, the air volume becomes particularly small. In the first half of last year, through upstream and downstream collaborative innovation, the company broke through high-speed motor chip technology and solved the problem easily.
With the advantage of new technology, Jiuyou Electric quickly received a large order of 10000 sets, with a new high in unit price since the establishment of the company. This proves that by producing high-end products, one can sell them at a premium price and break out of low price competition, "said Cen Daiyu.
Some lean inward and focus on cost reduction.
In the production workshop of Shuaige Electric Appliances, the company's leader Chen Wei dismantled two new and old electric heaters, revealing the door to cost control——
The traditional dual axis motor has been replaced with a DC motor, and two independent computer boards have been integrated into one... After a series of adjustments, the factory price of the new product has been reduced from 130 to 140 yuan per unit to around 110 yuan, but the core functions have not been reduced at all. Every penny must be spent on the cutting edge, and quality cannot be compromised! "Said Chen Wei.
Some companies purchase injection molding machines and independently produce plastic parts that account for about 15% of product costs, reducing procurement costs by 10%.
Some seek survival abroad and explore new markets.
"Only by constantly going out can Xintiandi be opened." Yu Hui, the head of Ningda Electric Appliance Co., Ltd., introduced that in order to develop the Nordic market, the company cooperated with customers to design a minimalist heater. "Customers understand the local market, and we are responsible for the landing of products, which will sell well once they are listed."
From "welcoming guests with open doors" to "knocking on the door globally", more and more foreign trade enterprises are actively expanding new trade channels. By 2025, there will be over 230 countries and regions engaged in import and export trade with Yiwu, among which 156 countries and regions have a trade volume exceeding 100 million yuan.
Despite fierce competition and ongoing pressure, most companies still have confidence in the future
At present, orders have been scheduled until April, "Xu Songlie said frankly. With a long-term focus and a firm commitment to innovation, one can become the winner in this market promotion competition!
Trees move to death, people move to life, keeping an eye on demand and following trends, even cold waves can turn into opportunities! "Zhang Changjun sighed.