Deeply cultivating emerging markets, Aucma accelerates its overseas expansion

Recently, Aucma Indonesia's smart factory laid the foundation stone at Kendal Industrial Park in Semarang City. At the same time, the company has officially reached an agency cooperation agreement with a well-known home appliance distributor in Yemen. The simultaneous implementation of two major actions marks an important breakthrough in the layout of this Chinese refrigeration home appliance brand in Southeast Asia and the Middle East markets, and also serves as a vivid footnote for Chinese home appliance companies to seize global market growth opportunities.

Building a smart factory to fill the gap in Southeast Asia's cold chain

The Indonesian smart factory under construction plans to produce 500000 units of household and commercial refrigerators (cabinets) annually, and will be constructed in two phases. The first phase of the refrigerator production line will be completed within 14 months, and the second phase of the refrigerator production line is planned to be put into operation in 2028. The factory will integrate core technologies such as low-temperature refrigeration, green energy conservation, and intelligent IoT to create a localized industrial base that integrates research and development, production, and sales. It is expected that the total annual profit after reaching production will reach 23.85 million yuan, with an investment return rate of 6.61%.

As the largest economy in ASEAN, Indonesia is the core market for commercial cold chain in Southeast Asia, but the supply of mid to high end products has been insufficient for a long time. The relevant person in charge of Aucma stated that the factory will implement localized operations, cultivate local technical talents, and the products will not only cover Indonesia, but also radiate to Southeast Asia and the global market. This layout coincides with the continuous release of RCEP dividends. According to industry data, the growth rate of Southeast Asia's home appliance market will reach 8.2% in 2024, and the demand for cold chain products will surge by 12% due to the rise of fresh e-commerce.

Signing a Yemen agency to seize the growth highland in the Middle East

While expanding into Southeast Asia, Aucma recently signed a cooperation agreement with a leading home appliance agent in Yemen to launch energy-saving refrigerators, smart refrigerators, and other products that are suitable for the Middle East climate through its more than 30 stores covering the entire region. This move precisely targets the Middle East home appliance market - the market size in this region will exceed 42 billion US dollars by 2024, and there is a strong demand for high reliability refrigeration equipment. Emerging markets such as the Middle East, Africa, and Southeast Asia are the core battlefields for our own brand breakthroughs, "said the head of foreign trade at Aucma. The company adheres to the dual wheel drive of" OEM+own brand ", and its export revenue accounted for 29.62% in 2024. In the first half of this year, the revenue of our own brand increased by 63% year-on-year, and the overseas growth rates of categories such as air conditioning and washing machines reached 94% and 349% respectively. This cooperation with a Yemeni agent is an important milestone in deepening its channels in the Middle East market.

Under the tide of industry development, the globalization logic of refrigeration leaders

The current global home appliance market presents a "emerging market leading" pattern, with the growth rate of home appliance consumption in developing countries reaching 7.8% in 2024, far exceeding the level of 3.1% in developed countries. Aucma's overseas layout follows this rhythm: building factories in Indonesia to avoid trade barriers and reduce logistics costs, and establishing agents in Yemen to quickly penetrate terminals, forming a dual advantage of "capacity going global+deep channel cultivation".

Industry analysis points out that as one of the "Five Golden Flowers" enterprises in China, Aucma has established market foundations in more than 100 countries around the world with its advantages in refrigeration technology. The groundbreaking ceremony of the Indonesian factory and the signing of a contract with the Yemeni agent not only upgrade its globalization strategy, but also confirm the transformation path of Chinese home appliance enterprises from "product export" to "industrial empowerment". With the deepening of the "the Belt and Road" initiative, such offshore samples are constantly emerging.

Information source: ImageNet