Der Einsatz von KI und die Markteinführung einer Vielzahl von Produktkategorien: Chinesische Haushaltsgeräte-Marken schreiben auf der IFA eine neue Seite der Intelligenzgeschichte.

In the early autumn of September, there was already a hint of chill on the streets of Berlin at high latitudes. However, at the Berlin Messe Exhibition Center, the place was bustling with people and the enthusiasm remained undiminished.

On September 5, 2025, the International Consumer Electronics Fair (IFA 2025) in Berlin opened as scheduled. This year's IFA 2025 attracted nearly 2,000 exhibitors from around the world, and the expected number of visitors is to exceed 200,000.

This is an exhibition of consumer electronics with a global perspective. It is not only a platform for global consumer electronics brands to "show their muscles", but also a weather vane for the global consumer electronics market in the second half of the year.

What's special about this year is that IFA has entered the beginning of its second century. A new century means a new start and holds even more epoch - making significance.

Image source: WeChat official account of IFA Consumer and Electronic Appliance Exhibition

Throughout the venue, the presence of AI was highly prominent. AI agents, AI home appliances, AI wearable devices... Different from previous years when AI was still at the stage of being a marketing selling point, this year AI has started to be implemented and found corresponding scenarios, becoming a tool to effectively meet users' needs.

This also echoes the theme of IFA 2025, "Innovation For All". Leif Lindner, the CEO of IFA, mentioned that this year's exhibition features "more specific and practical" AI applications.

Among numerous brands, home appliances are undoubtedly one of the most - watched sectors at IFA. This scenario, which is closer to the consumer chain, is a veritable showcase of a wide variety of products every year. Looking around, the participation of Chinese home appliance brands is unprecedentedly high. There are not only giants like Haier, Midea, and Hisense, but also dark - horse cleaning brands like Dreame and Yunjing.

The fact that Chinese home appliance brands have taken the center stage is a visible change at IFA in recent years. From the past when Europe, America, Japan, and South Korea dominated, to now when Chinese innovation has become the focus, IFA has a more practical significance for Chinese brands, bearing the heavy responsibility of Chinese brands exploring overseas markets and starting globalization.

Chinese Color TVs "Compete" Globally, and AI Becomes the Key to Breakthrough

As in previous years, at this year's IFA, the TV category still occupies an important position. It's not only because TV is a key product in the black - electrical category, but also because of the emergence of innovative TV technologies.

After visiting the TV exhibition area, you'll find that OLED and Mini LED are no longer the focus of brand promotions. The RGB - Mini LED technology is taking the center stage, and the flagship products of each brand revolve around this technology.

Among Chinese brands, Hisense exhibited the world's first 116 - inch RGB - Mini LED TV, achieving an ultra - high brightness of 8,000 nits; TCL's highlight was the new - generation QD - Mini LED large - screen TV...

Actually, this year is regarded as the first year of RGB - Mini LED.

In January this year, Hisense launched the RGB three - dimensional color - control liquid crystal display technology at CES and was the first to introduce the 116 - inch RGB - Mini LED TV UX. This product was launched in April and became the first mass - produced model in this field, pushing RGB - Mini LED to the forefront.

Image source: WeChat official account of Hisense

As early as 2004, Sony proposed the theory of RGB LED technology, but it was unable to mass - produce it due to technical difficulties. The emergence of Hisense dispelled industry doubts and led the industry trend. Since August, Samsung and Sony have successively released TVs equipped with RGB - Mini LED technology, joining this technological competition.

Like many new technologies, the emergence of RGB - Mini LED TVs is also driven by market demand. In recent years, in the global color TV industry, trends such as large - screen, MiniLED, and AI have played important roles. As users' requirements for products continue to increase, the brightness and color technology of TVs are constantly evolving, and higher - quality picture quality is one of the biggest competitive points for TVs.

RGB - Mini LED has achieved a leap from single - color backlighting to RGB multi - primary - color backlighting and from two - dimensional light control to three - dimensional light - color co - control, forming an ultra - large color space, ultra - high color purity, and ultra - wide color viewing angle. Most importantly, with the support of the "three ultras", the three primary colors of red, green, and blue truly achieve "pure red, accurate green, and transparent blue".

In addition to RGB - Mini LED, the AI content in the TV exhibition area has also attracted much attention.

Hisense's 116 - inch RGB - Mini LED TV. This technological breakthrough not only achieved a leap from single - color to three - color backlighting but also took the lead in the display technology competition with two self - developed "cores" - the world's first RGB light - color co - control AI picture - quality chip and the high - performance RGB - Mini LED chip.

Different from Hisense's technical route, TCL focused on AI TVs that are more inclined to large - model training. Relying on its self - developed Fuxi AI large model and TSR AI picture - quality chip, through training with a large amount of user data, the Fuxi AI large model has achieved multi - layer management such as unified device access, agent management, and generative AI services.

On the other hand, as the first Chinese enterprise with the ability to self - manufacture OLED modules, Skyworth displayed the Primus 77SP OLED TV made in Germany at this IFA. At the same time, to meet the needs of different consumer groups, Skyworth also launched the Magic Sound TV suitable for the Karaoke scenario and a home - use model supporting AI home fitness, further expanding the usage scenarios of TV products.

From the displays of various brands at IFA 2025, it can be seen that AI technology has become the core element in the TV industry competition. It not only improves the picture and sound quality of TVs but also transforms TVs from single - function display devices into home intelligent centers that can understand users' needs and provide personalized services.

The collective breakthrough of Chinese color TV enterprises in AI display technology not only enhances their competitiveness in the global market but also points out a new direction for the development of the entire industry.

From Single - Product Intelligence to Whole - Home Intelligence, AI Upgrades Home Appliance Intelligence

Centering around the theme of IFA 2025 - innovation, interconnection, and sustainability, from single - product intelligence to whole - home intelligence, in the home appliance exhibition area of IFA 2025, smart home products are undoubtedly the stars.

When entering the exhibition area of Chinese home appliance brands, you'll find that the logic of a single blockbuster product can no longer satisfy the ambitions of Chinese brands. All players have invariably focused on full - category competition.

In Hisense's smart home exhibition area, based on the Xinghai large model, Hisense has created five vertical AI agents in the fields of AI air, AI washing and care, AI food, AI energy, and AI services, covering a variety of categories.

In the air - conditioner category, Hisense exhibited the S Pro, which is equipped with the "smart eye" technology. It can accurately identify the user's position and activity status, and then link temperature, humidity, and airflow to achieve personalized experiences such as "never blowing directly, the wind following the person, and zoned air supply", making the concept of "bringing AI - enabled comfort to every family" a tangible, learnable, and collaborative real - life experience.

As another home appliance giant, Midea, around the concept of "smart life", exhibited the Raynor air - conditioner designed for the cold winter in Northern Europe and placed more AI capabilities in the kitchen - appliance category.

As the center of kitchen appliances, the refrigerator often appears as a central hub. With the empowerment of AI, the refrigerator undertakes more intelligent linkages.

Midea exhibited the Insta - Fit Master series of refrigerators, which integrates AI - driven cooling optimization and food expiration tracking technologies. The built - in camera in the refrigerator can identify the stored food, automatically record the category and storage date, and through linkage with the App, it realizes AI - driven cooling optimization and intelligently tracks the food's freshness period, actively reminding users when the ingredients are about to expire.

Haier has a similar idea. At IFA, the refrigerator displayed by Haier is equipped with the AI eye technology, which can automatically identify and record information such as the type, time, and location of ingredients. At the same time, combined with the built - in "AI - COOLING", the system will automatically determine the cooling strategy based on the real - time identified temperature difference.

Also aiming at food health preservation, TCL's Bingqilin magnetic fresh - keeping refrigerator uses the original molecular magnetic fresh - keeping technology. Through deep regulation by the biological magnetic field, it puts the ingredients into a dormant state, which can keep fruits and vegetables fresh for up to 15 days, 2 - 3 times longer than ordinary refrigerators, and can increase the freshness of meat by up to 4 times.

Relying on display technology, Hisense has installed a 21 - inch super - large screen on its smart refrigerator. It is not only the control center for all home appliances in the house but also can provide full - process intelligent services from purchasing, storage, cooking to making cocktails according to users' eating habits and health needs.

Behind the fact that the giants are all focusing on full - category and AI - intelligent keywords is a home - appliance market with slowing growth. According to the monitoring data of Aowei Cloud Network, it is expected that the year - on - year growth rate of the annual retail sales in 2025 will slow down to 2.4%.

To seek growth in the stock market, it is a consensus to have multiple breakthrough points. More importantly, it is to create smart - home scenarios with multi - category linkages. Against this background, there are many cross - boundary players among Chinese home - appliance brands at this year's IFA.

Dreame is a very representative example. In March this year, Dreame announced its entry into the large - home - appliance market from the cleaning market, officially starting its cross - boundary journey. At this IFA, Dreame's large - home - appliance and new - category matrix was launched in the South - Western European market for the first time, covering a total of 14 categories.

Among them, in the large - home - appliance aspect, it includes the air - conditioner brand X - Wind launched at a recent press conference. Relying on the robotic - arm technology, when traditional air - conditioners are competing in the fresh - air function, Dreame re - constructs the air - supply logic of air - conditioners with the robotic arm to achieve personalized zoned air supply according to different users' needs.

Actually, "AI +" is the general direction of the industry. Enabling home appliances to actively serve users is also the key to the transformation of smart homes. Judging from IFA 2025, Chinese home - appliance brands are no longer limited to simple home linkages but are creating technologies of "active intelligence" and "personalized adaptation".

Intense Competition in Smart Cleaning Products, How Can Chinese Brands Break Through?

With the continuous update and iteration of market demand and the target audience, in addition to the traditional "big three" being the necessities for families, smart cleaning home appliances are becoming increasingly popular. A report released by IDC shows that in the first half of 2025, the global shipment of smart home - cleaning robots reached 15.352 million units, a year - on - year increase of 33%.

As a weather vane of electronic consumption, IFA naturally cannot lack the presence of Chinese cleaning robots. At the exhibition area, a fierce competition for future - life cleaning assistants is taking place.

At this exhibition, the smart - cleaning brand Yunjing participated with the theme of "Flow in the Deep Clean". From the theme, we can glimpse the ambition of Yunjing's cleaning products.

In contrast, the floor - mopping robot Narwal Flow is Yunjing's new product this year. This product is positioned as a "live - water crawler - cleaning robot". In the past, the vibrating or disc - shaped mop structures of floor - mopping robots had a small contact area with the ground, weak downward pressure on the mop, and could not separate mopping from cleaning during the cleaning process, resulting in the dirty mop repeatedly smearing the floor and causing secondary pollution. With Narwal Flow's crawler hot - live - water circulation cleaning technology, this pain point has been solved.

Meanwhile, MOVA participated in the exhibition with the theme of "All - dimensional Advancement, Leaping to a Higher Level" and brought 12 product categories, among which smart cleaning products are undoubtedly the ace. For example, MOVA launched the first floor - sweeping robot MOVA SIRIUS 60 equipped with dual robotic arms. The cleaning robotic arm can clean the extreme dead corners that traditional equipment cannot reach, solving the sanitary blind spots. In addition, the grabbing robotic arm can cooperate with the AI visual - recognition ability of the floor - sweeping robot to grab and move items, achieving the coordinated operation of "cleaning + tidying" in two modes.

Dreame brought the world's first bionic quadruped crawler "leaping" stair - climbing floor - sweeping robot Cyber X. With the three - section crawler structure, Cyber X has the ability to climb slopes, expanding the stair - using scenarios of floor - sweeping robots.

Some products are positioned for deep cleaning, and some focus on stair - climbing cleaning. However, there is one common point: to make cleaning products serve more segmented scenarios and user groups and liberate people's hands to a greater extent.

To make cleaning products work faster and better, the support of AI technology is indispensable.

Most of Dreame's products are equipped