Every major Chinese tech company showed up to IFA Berlin 2025, and they weren’t messing around. TCL, Hisense, Haier, DJI, JD.com – the whole gang rolled in with professionally designed exhibition spaces and senior executive delegations. They brought their A-game. And honestly? It seems to have worked.
Remember when Chinese brands meant cheap knockoffs? That tired “Made in China” label appears to be dead. Now it’s “Intelligently Made in China,” and these companies aren’t just saying it – they’re backing it up. Take their AI-powered refrigerators that apparently know what food you’re storing. Or washing machines that might actually figure out your laundry better than you do. Haier’s smart fridge adjusts settings based on what you put inside, while their washing machines use AI sensors to detect weight and color, then optimize the cycle. No more guessing which button to push – though whether we really needed this level of automation is another question.
Chinese brands shed their knockoff reputation, backing up “Intelligently Made in China” with AI fridges that actually know your groceries.
Hisense walked away with awards for Best in Home Entertainment and Best in Design, thanks to their massive 116-inch RGB Mini LED TV. Because apparently, regular-sized TVs are for peasants now. That said, Picea (also known as 3i) dropped something arguably more practical – their Q10 Ultra robot vacuum, the first Chinese model supporting Matter smart home standard. Finally, some cross-brand compatibility that might actually work.
But here’s the thing: these weren’t just appliances anymore. The companies were showcasing entire AIoT platforms – that’s Artificial Intelligence of Things for those keeping score. Air purifiers that adjust to your breathing patterns. Dishwashers that know when you’ve had a dinner party. Lawn robots, pool robots. If it exists in your home, they’re making it smart. And supposedly accessible, though “accessible” probably still means different things to different income brackets. With smart technology allowing for energy savings of 5-22% on utility bills, these innovations might actually pay for themselves over time. Chinese companies now represent over 38% of IFA exhibitors, a 10% jump from CES earlier this year.
What struck me most was the shift from mass production to technology-driven innovation. Chinese brands appear to be becoming trendsetters, especially in AI and smart living. They’re not just exporting products anymore; they seem intent on establishing brand leadership in Europe. Building partnerships. Integrating into international supply chains. Even shaping the smart home industry‘s direction and standards – or at least trying to. iMpact consultancy helped over 30 Chinese companies navigate their international expansion at the event, signaling serious commitment to global markets.
Resource efficiency, improved living experiences, safety through connectivity and automation. That’s what they’re selling. Long-term social value over short-term gains, if you believe the pitch. Mind you, whether we need our toasters talking to our thermostats is debatable.
Still, the transformation at IFA Berlin wasn’t subtle. Chinese smart home giants don’t seem to be following trends anymore. They might just be creating them.
