[E-Daily Reporter KIM EUNG-TAE ] As demand for air conditioning appliances surges in Europe due to heat waves exceeding 40 degrees, domestic mid-sized and small businesses are also making a full-scale push to enter the European market. Their strategy is to win over customers by highlighting products that can address the challenges posed by Europe’s stringent outdoor unit installation requirements and environmental regulations.

According to the home appliance industry on the 5th, SHINIL ELECTRONICS ( SHINIL ELECTRONICS(002700)), a mid-sized comprehensive home appliance manufacturer, has begun efforts to expand its sales channels for cooling appliances in response to the heatwave in Europe. The flagship category SHINIL ELECTRONICS is promoting to target the European market is “industrial air conditioners.” These products do not require an outdoor unit and are portable, providing cooling capabilities in a variety of industrial settings. In Europe, areas designated as cultural heritage protection zones face regulations restricting the installation of air conditioner outdoor units, leading to a high preference for products that either do not require outdoor units or have fewer installation constraints.
SHINIL ELECTRONICS’ industrial portable air conditioners deliver powerful cooling performance of up to 5,150 W (watts) based on a three-outlet configuration. Another advantage is that the cooling outlet can be extended up to 9 meters, allowing for widespread use in spaces where installing air conditioners is difficult.
SHINIL ELECTRONICS proactively obtained compliance with the “Restriction of Hazardous Substances” (RoHS) directive in anticipation of the European market’s stringent environmental regulations. Furthermore, by using the eco-friendly “R410A refrigerant,” the company has reduced the ozone depletion potential and cut carbon dioxide emissions.
SHINIL ELECTRONICS plans to actively expand sales of cooling appliances by leveraging the distribution network it established last year when it first supplied heaters to the European market. A company official explained, “Based on the sales network for heaters we’ve established in the European market, we are pushing to expand exports of cooling appliances such as industrial air conditioners and fans,” adding, “Discussions with certain countries and partners have progressed to the stage of concrete proposals.” The official continued, “As environmental regulations are strict in the European market, we will carefully review relevant regulations to steadily expand our export channels.”
Another home appliance company, PASECO CO.LTD(037070), is also pursuing the expansion of its cooling appliance business with an eye on the European market. PASECO CO.LTD, the market leader in South Korea’s window-type air conditioner sector, is focusing its efforts on entering the European market with its flagship product—window-type air conditioners that do not require an outdoor unit. The company has already demonstrated its potential by successfully securing exports to France in the first quarter of this year.
PASECO CO.LTD’s strategy is to target the European market by highlighting the relative ease of installation, along with its strengths in noise-reduction technology and efficient cooling systems. A company official stated, “The window-type air conditioners introduced by PASECO CO.LTD are easy to install as long as they fit the window specifications,” adding, “We plan to expand our export bases across Europe.”
With the possibility that the European heatwave will persist for the time being, other mid-sized and small home appliance companies are also expected to begin entering the European market one after another. This is because, amid growing consensus that the heat dome phenomenon will persist throughout the summer until August, the air conditioner penetration rate in Europe remains in the 20% range, indicating significant room for market expansion. An official in the home appliance industry noted, “Sales have not yet taken off because there are no products currently suitable for the European market and building structures,” but added, “We have held meetings in response to requests for window-type air conditioners from Europe.”