Chinese companies make an impression at Berlin trade show

Chinese tech companies are making a strong impression at this year's IFA Berlin, Europe's largest consumer electronics trade show, with prominent exhibition spaces and ads from leading home appliance brands greeting attendees at the trade fair entrance.

This year marks IFA Berlin's centennial celebration, featuring over 420 Chinese firms and underscoring China's vital role in the global consumer technology market. Among the 1,800 exhibitors, major Chinese brands such as Haier, Hisense, Midea, and TCL command some of the largest exhibit spaces, showcasing a wide range of smart home appliances. The event, expected to draw over 182,000 visitors from 139 countries, runs until Sept 10, with artificial intelligence being one of its key themes.

Leif Lindner, CEO of IFA Berlin, emphasized the lasting appeal of the trade show, pointing to the strong demand from exhibitors. "IFA has always been, and will continue to be, at the forefront of change and disruption, showcasing real-world innovations, with consumers engaging with new technologies in real time," Lindner said.

Haier, along with its subsidiary brands Candy, Hoover, and Casarte, continued to showcase their cutting-edge technology at the expo. "Haier not only demonstrated the technological leadership of Chinese companies through innovative solutions and scenarios but also illustrated the global rise of Chinese brands by achieving the fastest growth in the European market for eight consecutive years," said Neil Tunstall, CEO of Haier Europe.

Midea, a leading Chinese air conditioner manufacturer, has made a significant investment at IFA Berlin this year, evident in its massive ad space at the trade show entrance. Zhu Zhou, the Europe sales director of Chinese electrical appliance manufacturer Midea, said: "We've recognized that single products alone can no longer meet the diverse and sophisticated demands of today's consumers. Therefore, we are focusing on a unified, scenario-based approach enhanced by AI technology to better address these varied needs."

Hisense, a leading Chinese appliance and electronics manufacturer, unveiled its AI-driven applications, green intelligence solutions, and innovations in emerging industries, providing visitors with an immersive experience at their booth. Notably, the Hisense U7 TV was showcased alongside the game Black Myth: Wukong, demonstrating its user-centric technology and smooth performance, which significantly enhances the gaming experience.

Honor introduced several new devices in the global markets, including the MagicBook Art 14 and the MagicBook Art 14 Snapdragon PC.

In addition to major Chinese industry names, the trade show has also attracted smaller Chinese companies. Liu Yuegui, sales director of Shenzhen-based Aukey Technology, a producer of consumer electronics, said: "We've been attending the fair for the past three years. After seeing the benefits of increased customer engagement last year, it made perfect sense for us to return to the expo this year."

Jeffrey Towson, founder of TechMoat Consulting and an expert on Chinese tech companies, observed, "China's domestic market is highly competitive, so companies are already well-prepared before they go international. However, participating in exhibitions helps Chinese leaders better understand foreign markets and their customers."

Lorenzo Coruzzi, director at Brand Finance, a London-based brand valuation consultancy, said: "Global trade show presence for Chinese companies is critical, not optional. IFA Berlin offers unparalleled exposure to European markets, media, and competitors. It's a vital platform for relationship-building, trend-spotting, and asserting market position."

Louis Brennan, a professor of business studies at Trinity Business School in Ireland, said Chinese companies can significantly influence future trends in consumer electronics and home appliances.

"Chinese companies will reinforce existing trends such as intense price competition and the digitization of consumer electronics and home appliances. They have an opportunity to meet the consumer demand for ease and simplicity of use while providing excellent customer service," Brennan added.