— A bridge to the Eurasian market, a promising future land worth laying out

In ancient times, the Silk Road traversed the Eurasian continent, connecting Eastern and Western civilizations and giving rise to countless trade legends. Today, the Belt and Road Initiative is reshaping this thousand-year-old trade route and promoting the joint construction and sharing of development dividends among the countries along the routes. In the heartland of this new Silk Road, there is a key “transfer station” that is increasingly attracting the attention of Chinese enterprises – Georgia.

Georgia: An important strategic node connecting the Eurasian continent

Georgia is located at the junction of Europe and Asia. It borders Russia to the north, Azerbaijan to the east, Turkey and Armenia to the south, and the Black Sea to the west. It is the convergence point of land and sea transportation between Asia and Europe and is known as the “heart of the Eurasian Corridor”. As one of the important countries along the Belt and Road Initiative, Georgia serves as a crucial gateway for Chinese enterprises to enter the markets of Central Asia, the South Caucasus, and even Eastern Europe.

✅ Outstanding geographical advantages: Poti Port, Batumi port and other important Black Sea ports, it is an important part of the “Middle corridor” transport plan between China and Europe;

✅ Friendly and open policy: Sign a free trade agreement with China, have attractive policy support such as preferential tax policies for foreign investment and free industrial zones;

✅ Access to multi-country markets: through Georgia radiation can reach Armenia, Azerbaijan, northeast Turkey, southern Russia market, become a transnational logistics and commodity distribution “bridgehead”.

Current situation and potential of the home appliance market in Georgia

Although the local market population of Georgia is only over 3.7 million and the home appliance industry is still underdeveloped, in recent years, its home appliance consumption market has been developing rapidly, showing a good growth momentum and import demand.

The market size continues to expand (Data source: Statista)

• The total market size in 2025 is expected to reach 293 million US dollars, with a compound annual growth rate of approximately 4.06%.
• Large household appliances: such as refrigerators, washing machines, air conditioners, etc., with a market size of approximately 188 million US dollars in 2025.
• Small household appliances: such as vacuum cleaners, rice cookers, etc. The market size will reach 99.87 million US dollars in 2025, with an annual growth rate of approximately 4.81%.
• Smart home appliances: Despite a small base, the market is expected to reach 2.5 million US dollars in 2025, with an annual growth rate as high as 8.48%, demonstrating future potential.

Market structure: Imports are dominant, and Chinese brands are rising rapidly

Main source countries of household appliances:

• European brands: such as Bosch, Gorenje, and Beko, which focus on high-end and simple designs and are favored by high-income users.
• Chinese brands: such as Haier, TCL, Midea, Gree, Changhong, etc., have gradually gained recognition from middle-class families with their high cost performance and rich styles.
• Turkish brands: such as Arcelik and Vestel, also have a relatively strong market share due to geographical advantages.
• Local brands: Extremely rare, the foundation of home appliance manufacturing is weak, and the market is almost dependent on imports.

Main sales channels:

• Offline channels: large chain electrical appliance stores (such as Alta, Elit Electronics, Zoommer, etc.) dominate;
• Online platforms: e-commerce platforms such as MyMarket and Extra.ge are rising rapidly, and the proportion of e-commerce is expected to reach 35.4% by 2025.

Consumption Preferences and Trends Insights

✅ Appearance design: Prefers “European minimalist style”

Georgian consumers tend to prefer low-saturation, matte materials and simple yet practical European styles in the appearance of home appliances, emphasizing “integration with kitchen cabinets” and “fusion with home style”. Chinese products may not be suitable for the local environment if they are overly “decorated” or have an “Asian style”.

✅ Functional requirements: Energy-saving, practical and intelligent

The selection of home appliances is trending towards energy conservation and durability, functional integration, and intelligent interconnection, especially in categories such as air conditioners, refrigerators, and water heaters.

✅ Price sensitivity: the mid-range market has huge potential

Although some high-income groups prefer European brands, the middle class in Georgia continues to grow and tends to purchase products with quality assurance and cost-performance advantages. This is precisely the main battlefield for Chinese brands.

How can Chinese enterprises seize this market?

Recommendation 1: Differentiated product positioning

Focusing on the mid-to-high-end market, we have launched smart and energy-saving products that align with European aesthetics, such as smart washing machines, energy-saving refrigerators, and integrated kitchen sets, to meet the upgrading consumption demands of local families.

Recommendation 2: Establish a local sales and after-sales network

Establish cooperation with local large chain stores or mainstream e-commerce platforms, gradually build a local after-sales system and warehousing center, and improve service experience and brand loyalty.

Recommendation 3: Participating in exhibitions is the best entry point

By participating in the Smart Life Expo Georgia 2025, Chinese enterprises can:

• Direct contact with purchasers and distributors from Georgia, Armenia, Azerbaijan and Turkey.
• Display the latest products and test the market response.
• Negotiate long-term layout opportunities such as agency distribution and cooperative factory establishment.
• Enhance the brand’s exposure and influence in the Caucasus region.

Georgia Free Industrial Zone: An “Accelerator” for Investment and Production

Represented by the Kutaisi FIZ Free Industrial Zone invested by Hualing Group, Chinese enterprises can enjoy:

• Corporate income tax, dividend tax and customs duties are all exempted.
• 100% foreign-controlled and no minimum investment amount.
• A variety of services such as fast registration, land preferences, and customs facilitation.

It is highly suitable for Chinese manufacturing enterprises to set up “light-asset” overseas bases for radiation export or local assembly.

Conclusion: Starting from Georgia, linking new opportunities in the Eurasian market

Georgia is not a “big market”, but it is a market of great strategic value: controllable costs, friendly policies, wide coverage and real opportunities.

Against the backdrop of the continuous advancement of the Belt and Road Initiative and the accelerated reorganization of the global supply chain, Georgia is becoming an important springboard for Chinese enterprises to “go global”. By participating in the Georgia International Trade Fair, building a local sales network, and establishing a brand and service system, Chinese enterprises will seize the initiative in the Caucasus market and take new steps towards Europe and Asia.

Starting from our exhibition, connecting the world, sharing the future!