Analysis of opportunities and challenges for small home appliance enterprises to go overseas under the domestic entrenchment environment —— Taking Joyang Co., Ltd. as an example

Abstract

Amid intensifying market competition in China's small appliance sector, domestic manufacturers face both opportunities and challenges. The industry is witnessing chaotic competition through homogenized product offerings as companies scramble for limited resources and market share. With kitchen appliance retail sales declining consistently and economic downturns post-COVID-19 further compelling overseas expansion, existing research predominantly focuses on industry giants like Midea Group, while systematic studies on mid-sized enterprises such as Joyoung remain scarce. As a representative of mid-sized small appliance companies, analyzing Joyoung's internationalization strategies and operational environment provides valuable insights for peers seeking to enhance competitiveness in global markets. This study employs PEST analysis and SWOT evaluation, integrating data from corporate annual reports and industry reports like AVA Cloud Network. By comparing Midea Group's acquisition-driven expansion with Bear Electric's Southeast Asian Chinese market focus, it examines Joyoung's external environment, strategic approaches, and operational outcomes. The analysis ultimately offers cross-industry recommendations for differentiated, localized, and asset-light strategies for small appliance enterprises entering international markets.