Samsung and LG have joined forces with APPLiA and 16 major European manufacturers

to urge the European Commission to create a dedicated “European Home Appliance Industry Strategy,” signalling a shift from market competition to regulatory competition in the global appliance sector.The open letter — submitted by Samsung, LG, Miele, Dyson, Electrolux, Beko and others — calls for stronger industrial policy, financial support, cluster development and fair‑trade protections. As the article notes, “Korean giants respond to Chinese companies’ breakthrough,” with Chinese brands rapidly expanding across Europe through M&A, multi‑brand strategies and localized R&D.

Chinese air‑conditioner market share in Europe has surged from 27% (2023) to 41% (2025), driven by supply‑chain agility and hit products like Midea’s PortaSplit. Meanwhile, Samsung and LG have retreated from China, making Europe and North America critical battlegrounds.

Analysts expect the EU to embed new requirements into existing net‑zero and circular‑economy frameworks rather than launch a standalone strategy. The biggest impact on Chinese brands will come from non‑tariff rules — carbon footprint, circular design, and localization — increasing compliance pressure on export‑only players.

The second half of global competition is now about rule‑making power, not just product strength. As the article states, “The transformation from ‘market competitors’ to ‘rule‑makers’ is an essential path for Chinese home appliances to achieve high-quality globalization