Many parts of Europe experienced a heatwave in the summer of 2026, driving a surge in demand for Chinese air conditioning brands in the region. Midea's PortaSplit portable air conditioner sold out in multiple offline stores and e-commerce channels, with scalpers pushing prices to €1,999. Listed company JD.com (09618-HK), through its European e-commerce platform Joybuy, saw air conditioner sales in the first week of June surge nearly 40 times compared to the same period in May.
JD Joybuy June Sales Data: 40x Growth
According to JD, air conditioner product sales on the Joybuy European platform in the first week of June surged nearly 40 times compared to the same period in May, driven primarily by the "Summer Black Friday" promotions combined with the heatwave. Specific product data: Midea's PortaSplit split air conditioner grew nearly 42 times, floor fans grew over 80 times, and neck fans surged over 120 times.
JD Logistics warehouses in the UK, Germany, France, the Netherlands, and other countries are accelerating the replenishment of air conditioner products, with the number of air conditioner delivery and installation personnel increasing by over 400% year-over-year. The Joybuy European e-commerce platform was officially launched in six European countries in March 2026. This heatwave-driven sales explosion has rapidly boosted the platform's brand awareness in Europe.
Cainiao's 28 European Overseas Warehouses: Mobile AC Outbound Volume Up 18x YoY
According to Cainiao Network statistics, in June, the outbound order volume of mobile air conditioners from its European overseas warehouses increased nearly 18 times year-over-year, with the UK, Germany, and Poland markets seeing the fastest growth. Outbound order volumes for accessories like air conditioner wind deflectors also surged approximately 12 times simultaneously. Cainiao currently has 28 overseas warehouses in Europe, all of which have opened warehouse capacity resources to home appliance companies like air conditioner manufacturers, providing local next-day delivery services. Last-mile delivery is mainly completed through cooperation with local logistics service providers such as DHL.
Cainiao's overseas warehouse services cover multiple major cross-border e-commerce platforms including AliExpress, Amazon (AMZN-US), TikTok Shop, eBay (EBAY-US), and SHEIN, with external merchants being the primary customers.
Background: Low European AC Penetration Rate – IEA Data 20%, UK & Germany 5% & 3%
Data from the International Energy Agency (IEA) shows that the air conditioning penetration rate in European households is about 20%, with even lower rates in some countries – the UK at just 5% and Germany at 3%. The installation of outdoor AC units in Europe is constrained by building regulations, requiring approval from homeowners' associations, with drilling and installation costs often running into thousands of euros. For this reason, portable air conditioners that require no outdoor unit installation (such as Midea's PortaSplit) are particularly popular among European consumers.
A Chinese student in the UK stated that the Midea portable air conditioner "works like a small home appliance – just hang it on the window to use." Some consumers even drove 200 kilometers to buy the last unit at a store.
FAQ
Why is the Midea PortaSplit portable air conditioner so popular in Europe?
According to reports, the main reasons are the low penetration rate of air conditioning in European households (IEA data: about 20%, UK 5%, Germany 3%), coupled with the fact that installing traditional split AC units in Europe requires approval from homeowners' associations and is expensive. Midea's PortaSplit, with its design requiring no outdoor unit and easy window installation, meets the immediate needs of European consumers during the heatwave, leading to sell-outs across multiple channels and scalpers driving prices up to €1,999.
When was JD Joybuy's European e-commerce platform launched, and how much has it benefited from this surge?
According to JD, the Joybuy European e-commerce platform was officially launched in six European countries in March 2026. Sales of air conditioner products in the first week of June surged nearly 40 times compared to the same period in May, with Midea's PortaSplit split AC specifically growing nearly 42 times and neck fans surging over 120 times. The number of air conditioner delivery and installation personnel increased by over 400% year-over-year, and warehouses are accelerating replenishment.
What is the scale of Cainiao's overseas warehouses in Europe, and which e-commerce platforms do they serve?
According to Cainiao Network, as of now, Cainiao has 28 overseas warehouses in Europe, all of which have opened warehouse capacity to home appliance companies like air conditioner manufacturers, providing local next-day delivery services. The platforms served include AliExpress, Amazon (AMZN-US), TikTok Shop, eBay (EBAY-US), and SHEIN, among other major cross-border e-commerce platforms. The primary customers are external merchants, and last-mile delivery is completed in cooperation with local logistics service providers such as DHL.
