Chinese home appliance maker Changhong announced on March 30 a strategic partnership with European brand Grundig, reflecting a broader push by Chinese manufacturers to expand overseas through licensing deals, acquisitions, and joint ventures.
Under the agreement, Changhong will obtain a brand license for Grundig across several product categories, including consumer electronics, large home appliances, air conditioners, and selected small domestic appliances. The licensed markets include Europe, excluding Türkiye, as well as the Asia-Pacific region, the Commonwealth of Independent States, and China.