Chinese companies lead electronics fair
Chinese companies are making their strongest showing since the pandemic at Europe's largest consumer electronics trade fair, IFA Berlin, with more than 690 exhibitors representing over one-third of all participants at the event, which runs until Sept 9.
From globally-established leaders to fast-rising start-ups, their presence underlines how Chinese innovation is increasingly shaping the global consumer technology landscape.
Leif Lindner, CEO of IFA Berlin, described Chinese participation as "more visible and impactful than ever." He said what stands out is not only the scale but also the diversity of contributions, ranging from next-generation displays and smart-home solutions to artificial intelligence, or AI, powered appliances and sustainable energy technologies.
"Chinese companies consistently demonstrate rapid development cycles, fast iteration, and the capacity to bring innovation to mass markets quickly," Lindner noted. "They are highly customer-centric, quick to read evolving consumer needs and integrate those insights into product design."
He added that Chinese firms are increasingly competing with established players from Asia and North America, setting benchmarks in design, sustainability, and premium innovation.
Among the headline names is Hisense, which unveiled its latest range of visual technologies while spotlighting its renewed partnership with FIFA as an official sponsor of the 2026 World Cup. "Sports IP is extremely important for us in elevating Hisense's brand image worldwide," said Li Wei, president of Hisense Visual Technology. "Sport is a universal language — it connects people across countries and cultures. By associating with the World Cup, we can connect our brand with global consumers in a very direct way."
Li emphasized that the timing of the sponsorship is particularly significant, as the next World Cup will be held in North America across Mexico, the United States, and Canada. "Both the European and North American markets are strategically important for Hisense," he said. "This partnership allows us to expand our presence and strengthen our influence in these key markets, taking our brand to the next level."
Hisense also showcased its breakthrough RGB MiniLED display technology, which the company said sets a new benchmark for large screens. Applied to the world's largest 116-inch display, Li said it delivers brighter colors, reduced halo effects in dark scenes, wider viewing angles, and greater energy efficiency, offering viewers with high-quality images and a greener experience.
Haier, another leading Chinese home appliance brand, used IFA to showcase a suite of breakthrough products, including its AI Eye technology and ultra-energy-efficient refrigerators. In Europe alone, Haier refrigerator holds more than 10 percent of the market share, the largest among Chinese brands.
"Haier has stayed the No.1 global brand (in terms of sales volume) for 16 years because of two things we've never compromised on: global brand building and localized innovation," said Yan Xiaoming, general manager of Haier Europe.
The company's AI Eye is designed to transform appliances from passive tools into intelligent companions, Yan said. For example, Haier's smart refrigerator can recognize ingredients, automatically adjust preservation settings, and track when food items are stored. Its NX12 washing machine can detect load size and color, choose the optimal cycle, and notify users when the wash is done. "These are tangible innovations that make daily life easier, smarter, and greener," Yan added.
DJI, the world's largest commercial drone manufacturer by market share, and a Shenzhen-based Chinese company, brought to Berlin a diverse portfolio of consumer and agricultural drones. Highlights included the DJI Mic 3 mini wireless microphone, the company's first panoramic camera Osmo 360, and the Power 2000 portable power station. The company also created interactive zones at IFA, allowing visitors to test products and hear from professional users.
Adding to the line-up of Chinese innovators is home-tech brand Hizero, which is introducing a new way of cleaning that avoids suction altogether. Instead, its floor cleaners use a high-density polymer roller inspired by nature — similar to how a dog's tongue or a cloth wipes up spills.
"Hizero far surpasses any mopping or wet-dry cleaning product currently on the market," said Li Kaijiu, founder and CEO. "Consumers are eager for innovations that genuinely reduce their burden. We are building a complete cleaning ecosystem."
Li added Hizero has been described in many ways — some call it a bionic mop, others an all-in-one or a smart mop. "The name doesn't matter. What matters is that when you set the standard, you define the category, and you earn the right to command a premium."
The breadth of China's presence at IFA 2025 highlights the country's ability to combine scale with innovation. Lindner noted that many Chinese firms now integrate hardware, software, and services into connected ecosystems that add tangible value to users.
"Chinese companies are not only participating in global markets — they are shaping them," Lindner said. "From AI to connectivity to energy efficiency, their leadership is increasingly evident. And as they continue to invest in design, sustainability, and high-end innovation, their impact on the future of consumer technology will only grow."
