Once upon a time, European homes were filled with trusted brands like Indesit washing machines and Hoover vacuum cleaners—hallmarks of engineering excellence. These names still exist, but their origins have shifted dramatically. 

Over the past decade, the European consumer electronics landscape has undergone a seismic transformation. Asian conglomerates have systematically acquired household European brands, reshaping the market’s dynamics. 

According to data from Euromonitor International and GfK, Chinese brands—both native and those acquired—now hold 42% of the European consumer electronics market, up from **18%** in 2015. A closer look reveals: 

– **Pure Chinese brands** (Haier, Midea, Hisense, TCL) – **22% share (€47bn)** 
– **Chinese-owned former European brands** (Candy, Gorenje) – **20% share (€43bn)** 

Meanwhile, Turkish powerhouse **Arçelik (Beko)** controls **15%** of the market (€32bn), acquiring brands such as Grundig, Indesit, and Whirlpool’s European operations. 

Korean giants **Samsung and LG** maintain **28%** combined market share (€60bn), predominantly leading the premium segment. 

What remains of truly European brands—**Electrolux, Miele, Liebherr, Bosch-Siemens**—accounts for just **15%** market share (€32bn). However, their survival strategy hinges on a **strategic retreat to the premium market**, where profit margins soar **3-4 times higher** than the mass segment. 
The Shift to Premium: A Temporary Haven? 
European brands are no longer battling for dominance in lower price tiers. According to McKinsey’s 2024 European Appliance Report, **78%** of European brand revenue now stems from step-up and premium products (€300+ price points), a segment where Chinese competition remains limited. 

But the real question remains—can European brands maintain their stronghold in the premium space? Or is this merely delaying the inevitable?