CIXI, Zhejiang — Once a thriving export hub for U.S.-bound home appliances, Zhejiang’s Cixi district is navigating choppy trade waters with market diversification and domestic innovation. Recent tariff hikes in the United States — historically absorbing 16% of Cixi’s appliance exports — have forced manufacturers to rethink global strategies while leveraging China’s robust domestic incentives.
At a local factory, 3,000 refrigerators and washing machines earmarked for American households now sit repurposed for European and Latin American markets. Manager Shen Xuejiang credits adaptable production lines, where 70% parts commonality allows rapid retooling. “Our prepayment safeguards ensure minimal losses even if orders fall through,” Shen told KhabarAsia, noting relaxed minimum order sizes have opened doors to smaller buyers across 90+ countries.
Domestically, China’s appliance trade-in subsidies have injected tens of millions of yuan into Cixi’s 2024 sales, with manufacturers expanding participation in 2025’s national rebate program. Production director Ma Pinlei confirmed full-year targets remain achievable despite U.S. market turbulence.
Parallel efforts include the Cixi Youpin Pavilion, a direct-to-buyer platform showcasing 1,500+ products. Japanese importer Hayakawa Taiji praised its efficiency: “We compare quality and pricing without middlemen.” The pavilion has expanded to Vietnam, Thailand, and Laos, while streamlined certifications cut approval timelines by 75%.
Local authorities are bridging export-to-domestic gaps through e-commerce partnerships and “digital human” livestreams. Sanitary ware producer Pan Xi’an now runs 24/7 virtual promotions, slacking costs while tripling online reach. Upcoming trade fairs aim to connect foreign-focused firms with supermarket chains and regional distributors.
As Cixi’s small appliance sector weathers global shifts, its blend of agile manufacturing and policy-backed innovation offers a blueprint for China’s export-driven regions adapting to geopolitical headwinds.
