Global Pioneer in Professional Heat Pumps: AMITIME Expands Overseas Markets Despite Industry Headwinds

Against a backdrop of sluggish global economic growth and subdued energy demand, coupled with the tightening of subsidy policies in some European countries, the global air-source heat pump industry experienced a rare "cold winter" in 2024, with an overall 32.6% year-on-year decline in export sales. However, amid this complex and volatile external environment, AMITIME—a leading brand in the heat pump sector—defied the downturn to achieve double-digit growth in its overseas business. Entering 2025, AMITIME's products have been exported to 72 countries and regions worldwide, with its international market share seeing a sustained rise.

On the fiercely competitive global marketplace, how has AMITIME achieved counter-trend growth and resilient market expansion? In an exclusive interview with Jack Yu, AMITIME's International Marketing Director, a clear path for overseas expansion gradually emerges: a proactive globalization blueprint, high-end differentiation in positioning, bespoke customization expertise, and unwavering adherence to a long-term vision.

Multi-market Strategic Expansion: Mitigating Risks with Resilience

The global market environment remains volatile and unpredictable. North American tariff regulations and EU-level adjustments to carbon subsidy criteria have imposed significant challenges on Chinese heat pump manufacturers. Under such conditions, only firms combining strategic foresight with operational agility can sustain growth amid market turbulence.

As early as 2003, at its inception, AMITIME strategically prioritized the European market, launching its first-generation heat pump underfloor heating systems.

Around 2010, while intensifying its focus on overseas markets, AMITIME made a strategic move to enter China’s domestic market. Leveraging overseas-accumulated technologies and expertise, AMITIME actively participated in northern China’s Clean Heating Transformation Initiative, iterating its products based on customer feedback. As a next-generation expert in premium underfloor heating, AMITIME has driven disruptive innovation in heat pump technology—evolving from standalone heating systems to combined heating and cooling systems, and ultimately to intelligent indoor climate management systems that enhance comfort while improving energy efficiency and environmental sustainability in residential spaces.

Guided by its global strategy, AMITIME has achieved breakthroughs across key markets and technologies. The domestic market acts as its anchor market, while the European market remains its primary market. North America and Australia demonstrate strong growth potential, and emerging markets such as Africa, South America, and Southeast Asia offer untapped potential. By 2025, AMITIME's overseas operations had covered 72 countries and regions globally. To mitigate international tariff controls and regional barriers while enhancing delivery efficiency, AMITIME has established a new manufacturing hub in Istanbul. Prior to this, the company had already established two smart manufacturing bases in Zhongshan and Foshan, Guangdong Province, forming a global manufacturing network.

Emphasizing both technology and service to forge an international reputation

Jack Yu stated that AMITIME stands out in overseas markets primarily due to two core factors: first, its leading technology and excellent product quality; second, its rapid-response service capability.

Up to now, AMITIME has accumulated over a hundred core achievements in the field of heat pump system technology, possessing full - chain innovation capabilities spanning from hardware design, system integration to software control. It has demonstrated outstanding performance in key indicators such as energy - saving performance and noise - reduction performance, and is one of the earliest enterprises in China to obtain the Q - Label certification from the European Heat Pump Association (EHPA). Even before the EU's A+++ energy efficiency standard came into force, AMITIME's products had already been the first to meet and significantly surpass this standard.

In terms of international support features, AMITIME products support language switching among more than 20 languages. Moreover, they have obtained multiple authoritative certifications that cover the EU, the UK, the US, and Australia, including CE, ERP, KEYMARK, BAFA, Q - label, EHPA, MCS, ETL, AHRI, WATERMARK, SAA, etc. This has made AMITIME one of the few Chinese heat pump brands officially included in the European Energy Label Product Database of the [relevant institution] in the industry.

On the service front, AMITIME adheres to a "localization" strategy by establishing service centers in key overseas markets. These centers are equipped with full - process teams covering pre - sales, in - sales, and after - sales services, ensuring a rapid response to customer needs.

With its leading technological prowess, outstanding product quality, and a localized service network, AMITIME has secured a leading market share in high - end markets in the European context, such as Germany, Austria, the Netherlands, and the UK. It has also been a trailblazer in entering the extremely cold regions of Northern Europe, becoming one of the earliest Chinese heat pump brands to achieve stable operation under - 35℃ conditions.

Upscaling and Customization: Integrating into the Global Value Chain

After over two decades of dedicated efforts, AMITIME has created multiple international benchmark projects with its outstanding performance and service capabilities. These projects cover a wide range of areas, including swimming pool constant temperature systems, large-scale commercial trigeneration projects, floor heating machine comfort home systems, constant temperature hot water systems, and more, and are applied in diverse global scenarios. Its strong capabilities in customized R&D, system integration, and project delivery have enabled it to establish strategic partnerships with international high-end brands such as ES and Parker Davis. By continuously deepening its localization strategy and technical adaptation, AMITIME has gradually built a Chinese brand image that is "professional, high-end, and trustworthy." It has shattered the preconceived notion that "Chinese brands rely on low-price competition" and has positioned itself as a high-end player in the global heat pump value chain.

AMITIME's "high - end" approach is not only reflected in product performance but also stems from its profound insights into user needs. As a "new - generation expert in high - end floor heating," AMITIME subverts the traditional logic of air conditioners relying on fluorine - based systems for strong cooling output. Instead, it employs ground water circulation to achieve "windless cooling," preventing direct cold air blasts. Additionally, it integrates three major functions—heating, cooling, and dehumidification—to enable comfortable year - round climate regulation in homes.

In extreme environments, the system still performs outstandingly: Under freezing conditions of -35℃, it can still provide stable heating to maintain a constant indoor temperature of 22℃; in scorching 40℃ weather, the interior remains as cool as a cave; during rainy and humid seasons, the system precisely maintains a humidity level of 55%, inhibiting mold growth and ensuring healthy air quality. It truly achieves year-round constant temperature and humidity, meeting the comfort needs of users in diverse global regions.

The Resilience and Responsibility of "Made in China"

As a crucial component of the green and low - carbon industry, the significance of heat pumps extends far beyond mere market growth. They serve as both a crucial tool for driving global energy transition and a key pathway to help countries achieve their carbon neutrality goals.

Although the current international situation is complex and volatile, with mounting uncertainties, challenges also harbor opportunities. A group of representative innovative Chinese manufacturing enterprises, including AMITIME, are demonstrating strong resilience and responsibility through their technological prowess, product excellence, and service capabilities.

AMITIME's growth defying market downturns not only demonstrates the resilience of Chinese manufacturing, but also offers Chinese-style innovations and strategies for worldwide sustainable development.