Taxi driver Francesco uses a Chinese-made portable mini electric fan on his dashboard in Rome, Italy, on July 24, 2025. Chinese brands like Midea, Hisense and Skyworth told Xinhua that sales of cooling white goods rose across Europe this summer, as consumers increasingly embrace their portability, advanced features, and reliable service. (Xinhua/Li Jing)

by Xinhua Writer Zhang Xinwen

ROME, July 24 (Xinhua) -- In a selfie photo shared by Franz Starke, an engineer from Germany's Stuttgart, he gave a thumbs-up and big smile beside a sleek portable split air conditioner (AC) designed and manufactured by a Chinese brand.

Thanks to this device, Starke can enjoy chill time with his two young kids in the bedroom during Europe's early June heatwaves.

"I was surprised there's no other product like it here," he told Xinhua, "I only found one similar product, but its price doubled and it's noisier."

Chinese brands like Midea, Hisense and Skyworth told Xinhua that sales of cooling white goods rose across Europe this summer, as consumers increasingly embrace their portability, advanced features, and reliable service.

MEETING PORTABILITY NEEDS

Like many German homes, Starke's residence didn't install air conditioning when built, as hotter summers were unexpected a decade ago.

The top-floor bedroom where his children sleep overheats in June, but when searching for a solution, the nearly 4,000 Euros cost for products and installation put him off. Because since he plans to move kids downstairs soon, spending thousands on AC installation wasn't worthwhile.

Instead, Starke chose Midea's portable split AC, PortaSplit. "This portable unit looked smart in the ads, so I gave it a try," he said. It met all his needs: no complicated installation; movable when needed; quiet and excellent cooling.

"We paid about 900 euros. Compared to a 4,000 euros fixed split AC, it's really worth it," Starke said.

According to the European Sales director from Midea residential AC, Alex Zhu, the brand's AC sales in Europe rose by 35 percent overall in the first half of 2025, and the PortaSplit sold out 60,000 units in Germany. Google searches for this product surged 20-fold this summer in Germany compared to previous years.

In Italy's Rome, taxi driver Francesco uses a Chinese-made portable mini electric fan on his dashboard.

"It can be folded and the mini size fits the car," he said, adding that the product can produce strong wind power to circulate air inside the car, boosting AC performance during hot and humid summers.

Demand for portable mini fans in Europe, mostly imported from China, has soared.

"This year so far, I sold at least 800,000 portable mini fans, a big increase from last year," said Mei Jiajun, CEO of Milan-based Mulin Import&Export Trade Company. "Our business has expanded to France, where a French client ordered several containers of these fans."

GROWING BRAND AWARENESS

Ivo Grande, a human resource researcher based in Italy's Milan, bought a Hisense portable AC in June to beat the heat without the hassle or cost of installation.

Hisense Italy CEO Gianluca Di Pietro said its AC sales in Italy rose approximately 7 percent so far in 2025, and in general, are becoming more regular across the year, which is significantly driven by extreme weather.

"It's not just about price," Di Pietro said. "Many cheaper products exist, but customers choose us for reliability and strong service."

In Rome, hot days start earlier and last longer. "After sweating through long hours in my studio last year, I decided to buy an AC this year," said Lesley Venditti, CEO of Lesley Luxury Vintage company.

She consulted a knowledgeable friend and local AC installers, who praised Haier for its functionality, competitive price, and after-sales service.

"I trust Chinese products, especially electronics," she said, adding that they are cutting-edge and reasonably priced nowadays.

"Chinese products were once linked to low-end, but that has completely changed," Di Pietro said. "Our brand awareness grows yearly, and we've built a strong reputation through high-quality, good service network, and diverse product portfolio."

ENERGY-SAVING, COOL DESIGN

For Starke, keeping his PortaSplit on Eco mode nearly all day isn't a concern: "It's rated at just 150 watts. It's like nothing."

As energy prices have soared across Europe in recent years, efficiency has become a key factor in consumers' decisions when purchasing summer home appliances.

"Electricity costs have nearly doubled in Italy," Venditti told Xinhua. She explained that Haier's A+++ energy efficiency rating -- the highest under European standards -- was a crucial reason behind her choice.

Chinese cooling appliances are gaining recognition not just for their performance, but also for their design.

With a design center established in Milan, Midea has been enhancing product aesthetics across categories to better align with European consumer preferences. In 2025, sales of its bladeless smart fans, air coolers and other popular models surpassed 450,000 units across Europe, marking a 171 percent year-on-year increase.

Even for portable mini fans, European importers are drawn not only to improved functionality but also to variety in shape and color, said Mei. "Our good-looking products provide emotional value for customers."

Starke also highlighted the stylish design of PortaSplit: "It looks like furniture instead of classical AC, and I really like this style." ■

Lesley Venditti, CEO of Lesley Luxury Vintage company, works at her studio with a new air conditioner of Chinese brand Haier, in Rome, Italy, on July 24, 2025. Chinese brands like Midea, Hisense and Skyworth told Xinhua that sales of cooling white goods rose across Europe this summer, as consumers increasingly embrace their portability, advanced features, and reliable service. (Xinhua/Li Jing)