China Securities Journal: Heating products' warmth 'reflects the resilience of China's foreign trade globally

In late November in Cixi, Ningbo, Zhejiang Province, workers are busy assembling heaters in the production workshop of Renewal Electric Industry Co., Ltd. The packaged products are about to be sent overseas.
At present, the company's heater export orders have been scheduled until the end of December, with an export value of about 100 million yuan from January to November, a year-on-year increase of nearly 10%, "said Li Qiang, the manager of the company's foreign trade department.
At present, there is a strong demand for seasonal products such as home appliances, home textiles, heaters, and holiday gifts. Technological innovation is driving the transformation of trade structure and upgrading of foreign trade products. The demand brought by overseas "Black Friday" and Christmas shopping season is relatively certain, reflecting the resilience of China's foreign trade.
Increase in orders
Cixi, known as the "capital of small household appliances", has formed a cluster effect in the heater industry. At present, there are more than 100 enterprises in Cixi that focus on the production and export of heaters, including backbone enterprises with an annual export value of over 10 million US dollars, "said Huang Weiqun, a customs officer from the Inspection Department of Cixi Customs under Ningbo Customs.
Huang Weiqun introduced that after more than 30 years of accumulation, Cixi has built a complete product system for household electric heaters, covering multiple heat transfer methods such as radiation, fan, convection, and hybrid. The products are exported to various parts of the world, accounting for about one-third of the total export volume in China, and have become a crucial production and export base for heaters in China.
Fuyun Electric and Renewal Electric are representatives among them. As of the end of October, the company's sales for this year have reached 248 million yuan, and it is expected to exceed 270 million yuan for the whole year, a year-on-year increase of about 36%. Ren Gaojie, Deputy General Manager of Fuyun Electric Appliance Co., Ltd. in Cixi City, Zhejiang Province, told China Securities Journal reporters that the company has successfully expanded more than 30 new customers this year, and the growth in orders is strong.
Updating electrical appliances also won a large number of overseas orders. Li Qiang said that the company has increased its warehousing capacity by 2.5 times through the construction of a smart three-dimensional warehouse and the development of a new enterprise resource planning system. The monthly production capacity has significantly increased to 100000 units, providing ample confidence for accepting new orders.
In addition to the home appliance industry, the home textile industry also benefits from the growing demand for heating. The relevant person in charge of Alibaba International Station introduced that September to January of the following year is the peak season for heating products. The daily search volume of down comforters in September increased by 155% month on month, the cumulative transaction scale of electric blankets increased by 224% month on month, and the transaction scale of thick Raschel blankets increased by 132% month on month.
Emphasize product innovation
The increase in overseas orders originates from exploring variables of consumer demand. Relying on technological innovation to develop customized products has become a consensus among foreign trade merchants to optimize products and expand markets.
Taking Midea as an example, the relevant person in charge of Midea introduced that in the commercial field, Midea's building technology heating products have maintained a strong growth momentum in exports, with a year-on-year increase of 31.6% in export scale since the beginning of this year. The incremental market is mainly concentrated in Europe and emerging markets, and the R290 environmentally friendly refrigerant heating products developed for the European market are in line with environmental policies and low-carbon needs. In the home setting, in response to the short summer season in Europe, Midea has developed a cooling and heating two in one tower heater that can be used all year round without the need for storage, receiving high praise from consumers.
The person in charge said that in recent years, overseas consumers have increasingly favored intelligent control, energy-saving and low-carbon products, while also increasing their requirements for the cost-effectiveness and safety of heating products. Safety and anti burning plugs have gradually become standard equipment.
Midea is not an exception. Fuyun Electric's "one machine dual-use" heater ranks first in authoritative evaluations in Switzerland, and has received three returns from Swiss customers this year; Another 360 degree air outlet heater, with its unique design, won the first order of 6000 units from British customers and quickly sold out upon arrival at the port. Updating electrical appliances highlights the aesthetic and decorative effects of the product, and has developed flame effect 3D imaging and disguised projection technology, which has boosted the sales of the product.
The above-mentioned products are selling well, which is an important manifestation of the optimization of trade structure. Liu Xiangdong, Deputy Director of the Research and Information Department of the China International Economic Exchange Center, believes that China's export commodities are transforming towards high-end products, which has a significant positive incentive effect on the development of foreign trade and helps to enhance the position of Chinese manufacturing in the global value chain. At the same time, it forces domestic enterprises to increase research and development investment and continuously cultivate new quality productivity.
Cross border e-commerce platforms are making efforts
Innovative heating products have become a highlight on cross-border e-commerce platforms.
In the face of the upcoming "Black Friday", domestic cross-border e-commerce platforms are making great efforts to promote and assist merchants in seizing overseas market share through technology empowerment, event subsidies, and model innovation.
TikTok Shop launches multiple support policies: It is recommended that merchants use the platform's AIGC tool to automatically generate promotional short videos at zero cost, reducing the threshold for content creation; Launch major promotional activities such as "Good Products Get Reduced" to attract overseas consumers to place orders; Launch the "Black Friday" promotion cycle in advance, and fully managed merchants will be the first to have a good start.
According to data from Tiktok Shop, during the platform's "Black Friday" promotion period, the sales of "winter technology small items" such as outdoor power banks, heating earmuffs, heating gloves, dual-use chargers for hand warmers, USB keyboard heating pads, etc. performed outstandingly.
According to data from the application analysis platform Sensor Tower, on the first day of the "Black Friday" shopping festival in 2025 (November 20th), Alibaba's cross-border e-commerce platform AliExpress surpassed Amazon in download volume in the European market, demonstrating strong market competitiveness.
The demand for seasonal products such as heating supplies and holiday gifts is strong, and the demand brought by overseas' Black Friday 'and Christmas shopping season is relatively certain. Fu Yifu, a special analyst at Su Shang Bank, said that in order to seize the opportunity of foreign trade, we should strengthen financial and credit insurance support, improve the level of trade digitization and convenience, and consolidate the positive momentum of foreign trade.