How far are Europeans willing to go to purchase an air conditioner these days? A recent social media post by an Austrian user vividly illustrated the struggle, detailing a quest to secure what was reportedly the last available unit in his area. After discovering local stock was depleted, he used AI tools to locate a unit in neighboring Hungary, only to face delivery complications across the border. Further AI-assisted searching finally pinpointed a single unit in another domestic city. A 200-kilometer drive later, he encountered a last-minute price hike of 100 euros from the dealer, eventually securing the appliance after a firm negotiation. This near-apocalyptic shopping saga resonated widely online, with many commenters expressing envy, highlighting the unprecedented demand for cooling solutions across Europe.
This summer, under the combined assault of a 'heat dome' effect and the global climate crisis, Europe is enduring its most severe summer on record. Over a hundred million Europeans are facing temperatures exceeding 35°C. In France, heat-related drownings have surged to 55 deaths. Numerous countries have seen school closures, overwhelmed hospitals, and widespread cancellations of rail and air travel. Nations including Germany, the UK, the Czech Republic, and Spain have successively broken their national high-temperature records.
The European Dream of Air Conditioning
For decades, Europe's mild summers meant minimal reliance on cooling devices. Data from the International Energy Agency (IEA) indicates that only about 20% of European households have air conditioning, far below the nearly 90% penetration rate in the United States. Penetration is higher in Southern Europe, with Italy around 50% and Spain about 40%, but it remains much lower across Northwestern Europe. However, as summer temperatures repeatedly shatter historical records and heat-related fatalities rise, the desire for air conditioning among Europeans is growing significantly.
Research from Oxford and Bristol Universities notes that eight of the ten countries globally with the largest increase in "cooling degree days" are in Northwestern Europe, including Switzerland, the UK, and Norway. According to a June 27th report, "Google Trends" data from the past week shows searches for "air conditioning installation" in France surged by 130%, with similar significant increases across other European nations.
Despite soaring demand, installing an air conditioner in Europe is notoriously difficult. Traditional split-system units require an outdoor compressor, but installing these on the facades of Europe's many historic buildings often requires multi-layered approvals that are not guaranteed. In Spain, for instance, attaching an outdoor unit constitutes an alteration to a building's facade, requiring approval from three-fifths of a building's owners' assembly—a hurdle that dashes the cooling hopes of many residents in older properties.
Even with approval, securing a professional installer involves long waits. In developed economies, such skilled tradespeople are scarce and expensive, with installation fees typically ranging from 1,000 to 2,000 euros—often exceeding the cost of the unit itself. Wait times of one to two months are common. Furthermore, many countries prohibit self-installation; in Italy, for example, only certified professionals may install air conditioners, with fines for violations reaching up to 100,000 euros.
Beyond these practical barriers, European politicians, often vocal on environmental issues, seem reluctant to facilitate wider adoption of cooling devices. Left-wing parties, such as the European Greens, staunchly oppose air conditioner use. In Ghent, Belgium, under left-wing leadership, the city council's website actively discourages residents from using air conditioners, suggesting "the best air conditioner is a tree" and even offering free trees for planting outside homes.
Differing philosophies have led to stringent regulations. France mandates specialized inspection for units containing over 2kg of refrigerant. Germany enforces strict nighttime noise limits not exceeding 35 decibels. Switzerland requires a minimum energy efficiency rating of A++. These rules collectively create significant obstacles for the widespread adoption of air conditioning across the continent.
Products Exploiting Regulatory Loopholes Become Bestsellers
Despite the challenges, intense heat is forcing resourceful Europeans to find solutions. This unique demand has propelled a Chinese split-type air conditioner to become a surprise hit in the European market.
The product, named PortaSplit, launched in Europe by Chinese appliance giant Midea, features a modular design requiring no professional tools for assembly. Its outdoor unit is secured to a window frame or placed on a balcony/ground via a bracket, avoiding direct contact with walls. This clever design classifies it as a "portable indoor appliance" rather than a fixed installation, bypassing both the need for professional installers and strict building preservation laws.
Moreover, the PortaSplit's specifications seem meticulously tailored to navigate European regulations. Its refrigerant charge is precisely 1.99kg, just under France's 2kg inspection threshold. Its silent mode operates at 35 decibels, meeting Germany's stringent noise limit. Its Seasonal Energy Efficiency Ratio (SEER) of 6.1 places it at the lower end of Switzerland's A++ rating band (6.1-8.5). Its energy-efficient design also keeps electricity costs manageable for users; one European customer shared a bill showing over 200 hours of operation cost less than 30 euros, far cheaper than traditional units.
This ingeniously designed product, with a retail price between 699 and 900 euros, often resells on secondary markets for several times its original price, reportedly reaching up to 5,000 euros per unit. German media reports even mention users developing a dedicated website to track PortaSplit inventory across major German retail chains in real-time. According to Midea's official data, PortaSplit sales have surpassed 200,000 units this year, doubling from last year.
For scenarios requiring wall-mounted units, other Chinese manufacturers are innovating to simplify installation and maintenance. For example, Haier's Expert series high-end wall-mounted units in Europe feature a single-screw modular design for easy disassembly and repair, significantly reducing maintenance complexity. They also include installer-friendly features like easy-mount wall brackets and expanded piping space, shortening installation time and gaining recognition from local HVAC professionals.
Beyond Chinese brands, other Asian appliance makers are also seeing increased sales in Europe. Samsung Electronics reported double-digit sales growth in key markets like Italy, Spain, and France in the first half of the year, anticipating strong demand throughout the cooling season. Mitsubishi Electric similarly noted a surge in air conditioner demand across Europe, particularly in heatwave-hit countries like France, Spain, the UK, and Germany.
Not Yet Fully Established
While this summer's sales boom for Chinese air conditioners in Europe has an element of serendipity, the broader trend indicates Chinese home appliances are gaining serious global traction. Customs data shows that from January to June, China's air conditioner exports to the European Union grew by 43.2% year-on-year, reaching a record high of $3.76 billion. Exports of portable air conditioners surged over 42%. Shipments to Western European nations like France, the Netherlands, and Belgium doubled, while exports to Southern and Central European countries like Spain and Germany also saw double-digit growth.
Long-established domestic brands like Midea, Gree, Haier, and TCL have achieved significant success in the European market with portable air conditioners. Industry data indicates that China exported nearly 94 million air conditioners in 2025, with a 39.5% increase in shipments to Europe. The market share of Chinese brands in Europe rose from 27% in 2023 to 41% in 2025, solidifying their position as mainstream players.
Improved logistics infrastructure provides robust support for this expansion. For instance, upon receiving news of the European sales surge, Midea's smart factory in Guangzhou's Nansha district can immediately ramp up production. Products are then expedited via the China-Europe Railway Express, reducing transit time by approximately 25 days compared to sea freight.
Crucially, unlike past waves of Chinese appliance exports that relied on original equipment manufacturing (OEM), products like Midea's PortaSplit are succeeding in Europe through innovation tailored to local needs. This approach of designing products around regional regulations and market preferences not only boosts brand recognition but also builds a more defensible market position. Compared to simple OEM contracts, this model requires greater investment and has a longer return cycle, but it keeps strategic control firmly in the brand's hands.
However, while the European market is vast, achieving a sales spike is different from establishing a lasting brand presence. The barriers in Europe lie not in sales but in standards and compliance. Chinese e-commerce platforms have previously faced difficulties in Europe due to regulatory issues. For home appliances, environmental requirements can change swiftly, demanding that Chinese brands remain agile and responsive.
In the 1970s, the oil crisis in the United States, which caused fuel prices to skyrocket, created an opening for fuel-efficient Japanese cars. Over the following decade, Japanese automakers capitalized on this with reliable performance and competitive pricing, increasing their U.S. market share from less than 4% before the crisis to over 20% by 1980, eventually helping Japan become the world's top automobile producer. A similar opportunity now presents itself to Chinese appliance manufacturers. Historical precedent suggests that contingent events can open a window for brands, but truly establishing a foothold in a new market depends on sustained investment in product quality and service.
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