Chinese brands continue to expand in the South Korean market, and their influence is constantly increasing.

South Korean media: Chinese brands are also popular in the South Korean market!

On November 26, the South Korean media "Herald Economic" published an article stating that with the influx of affordable Chinese-made home appliances and cars into the South Korean market, the influence of "Made in China" is increasingly growing.

It is expected that Chinese robot vacuum cleaner brands will account for more than half of the South Korean market this year. Last year, Roborock occupied about 46% of the South Korean market, while later entrants like Ecovacs and Roborock are also expanding their market share in South Korea by launching new products. In addition, Chinese brands such as TCL and Hisense are actively developing the South Korean market in home appliance sectors such as televisions and refrigerators.

TCL and Hisense started implementing a direct supply model bypassing South Korean distributors last year, further reducing price burdens, and from this year onwards, they have expanded their product portfolio in the South Korean market, mainly increasing product series of medium and large white goods.

Some forecasts also suggest that Chinese brands may surpass South Korean domestic brands. At the "2026 Display Strategy Preparation Seminar" held in September this year, market research company UBI Research predicted that Hisense will surpass Samsung Electronics next year. Xiaomi is also steadily expanding its offline stores in South Korea.

The positions of Chinese e-commerce platforms such as AliExpress and Temu also pose a threat to South Korean e-commerce platforms.

Data from market research company WiseApp·Retail shows that 47.1% of South Korean smartphone users use Chinese shopping applications.

AliExpress leads with 9.05 million monthly active users, followed by Temu (8 million) and SHEIN (2.2 million). Compared to the same period last year (4.95 million), the number of AliExpress users has almost doubled, and currently, it ranks second in the South Korean platform, behind Coupang.

Original text: www.toutiao.com/article/1849839227614281/

Statement: This article represents the personal views of the author.