TCL Own-Brand Overseas Revenue Surges 77%!

      China's home appliance globalization strategy is moving from "going global" to "establishing a foothold and commanding premium pricing." TCL Smart Home's latest half-year report provides the most direct evidence.
      On August 17, TCL Smart Home released its 2026 semi-annual report, showing overseas revenue reached RMB 8.407 billion in the first half, up 16.01% year-on-year, accounting for 84.63% of total revenue. Of this, own-brand overseas revenue surged 77.07% year-on-year, with key regions like Europe and North America all exceeding 100% growth.
     More importantly, this growth is driven by branding and technology — not low-price volume.
     TCL's approach is a dual "own-brand + ODM" strategy. Its own brand leverages over 25 years of global channel presence to penetrate Southeast Asia and European markets rapidly. Third-party data shows that in the first half of the year, TCL refrigerator export sales grew 13.27% faster than the industry average, and washing machine export sales grew 14.23% faster. On the ODM side, Homa refrigerators have ranked first in China's refrigerator exports for 17 consecutive years and first in Europe for 18 years, serving over 150 million households globally.
     Supply chain localization is advancing in parallel — the Thailand cold storage plant has commenced production, and capacity expansion for high-end frost-free refrigerators is ongoing. The strategic value of the Thailand plant lies in avoiding tariff barriers and shortening supply chain response times, upgrading "Made in China" to "Intelligently Made Globally."
     Key takeaway for international partners: brand premium is taking shape, technological innovation is the foundation, and globalization is entering a deeper phase. Chinese home appliance companies are truly taking root in global markets.