China offers new-tech preview in Berlin

Representatives from leading technology companies gathered in Berlin last weekend for IFA, the world's largest consumer electronics, home appliances, and future tech event, with companies showcasing their latest products and innovations, and a large number of Chinese brands and manufacturers on display.

The IFA stands for Innovation For All, and the event has been taking place for more than a century.

German broadcaster rbb24 reported that 928 companies from the Chinese mainland took part, and a further 84 from Hong Kong Special Administrative Region.

One of the most prominent Chinese brands at IFA this year was Haier, which has been the world's market leader for major home appliances, based on sales volume, for 17 years in a row.

The company kicked off IFA 2026 in spectacular fashion by revealing it has signed up to become an official partner of the UEFA Champions League, one of the most watched soccer tournaments on the planet. The company's technology on display was similarly eye-catching, with much of it incorporating artificial intelligence, or AI.

Haier's latest smart fridge keeps an electronic eye on what food is inside and its state of freshness, even suggesting recipes to reduce food waste. Its revolutionary four-drum washing machine design, which transforms the shape, size, and function of the standard appliance, also drew admiring glances.

Away from traditional core products, another piece of Haier hardware attracting attention was a wearable exoskeleton that can be strapped to the body, to help people with mobility issues to walk.

Haier Europe's CEO Neil Tunstall told China Daily that AI was at the forefront of what the company was doing.

"AI really is a massive change for home appliances. Instead of doing what you tell it, it can suggest things," he said. "AI is becoming more proactive, more than just reactive."

He is equally proud of his hardware innovations, citing the four-drum washing machine design and wearable exoskeleton as key examples.

"We've listened to consumers and we're creating new things — it's not all about AI, but it's also about physical products.

"From being dumb things you switch on/switch off, we've moved to connectivity … so, we're talking about things working together, an ecosystem rather than as individual products."

These innovations, he added, were just a taster of where technology will go next.

Another world-famous Chinese brand taking part in IFA this year was Hisense, which unveiled its AI Companion Suite, a product range including refrigerators, ovens, wine cabinets, and washing machines.

Bostjan Pecnik, vice-president of Hisense Europe, said the latest developments mean the home appliance industry "is at a turning point, with products evolving from devices that respond to commands into companions that proactively support users".

"Hisense is helping lead this shift through both the underlying technology and solutions tailored to everyday life," Pecnik said.

Other Chinese exhibitors at the Berlin fair included TCL, Ecovacs, and Xiaomi, along with drone company DJI, which showed off a range of products, from pocket-sized devices to heavyweight agriculture-specific units.

"New products, including the Osmo 360 II, Romo 2 Series, Osmo Pocket 4P, and Mic Mini 2S are expected to be highly well-received by the market because each uniquely elevates a different area of our users' daily lives," said a DJI representative.

"The smaller devices offer high-definition video and crystal-clear audio from something that is pocket-sized, and items like the Romo 2 Series use drone perception and mechatronics to make household cleaning hands-free and worry-free."

Eliane Fiolet, co-founder and editor of consumer technology news website Ubergizmo.com, has covered IFA for more than 10 years. She told China Daily the scale of Chinese participation at this year's event reflected the country's leading place in markets including household robots.

"I am impressed by what Chinese companies are able to achieve in terms of quality, professionalism, and design excellence," she said. "I have seen the evolution. Five years ago, Chinese companies were (already) very present in consumer electronics. Ten years ago, a bit less, but now the dominance is really obvious."

Another industry pundit, Chris Pereira, founder and CEO of iMpact, a New York-headquartered communications and business consulting company, said Chinese brands were "noticeably more confident" at IFA this year, and had taken on local representatives to sell more than just their hardware.

"They've hired local European teams to represent them locally," he observed. "They're working with local partners to really tell a brand story and not just sell products … they'll tell you about their mission, values, and what they're contributing to, helping in the local markets in Europe."

Pereira said this was a wise approach to take, encouraging a more positive attitude on both sides.

"A common discussion this year is how we can build a new level of relationship, not just business-wise, but also in terms of human-to-human trust," he added.

Contact the writers at julian@mail.chinadailyuk.com