(Yicai) Sept. 7 -- Chinese companies are shifting from following product trends set by their European and US counterparts to defining product categories and setting standards themselves, with overseas peers increasingly looking to China for inspiration, several experts told Yicai at the ongoing 102nd Internationale Funkausstellung Berlin.

In some areas, Europe and the United States are the ones imitating China now, Sarang Sheth, editor-in-chief of international design publication Yanko Design, told Yicai at the expo, which is one of the world’s largest consumer electronics and home appliances trade shows.

Sheth cited drones as an example, saying that no other company currently matches DJI Technology’s capabilities. French firm Parrot is trying to catch up, while the US has yet to produce a drone maker at a comparable level. In the future, Western firms entering this field are likely to draw inspiration from Shenzhen-based DJI or Insta360-backed Antigravity, he said.

In 10 or 20 years, Western companies may have to look to China for inspiration, he said. It may sound surprising, but this is the way the world works now.

What impresses Sheth the most about Chinese firms is their willingness to move beyond a specific niche. They do almost everything, from microwave ovens to rice cookers to cars, he added.

Chinese companies are also developing solutions tailored to specific needs and challenges faced by European users.

Smart robotic lawn-mower brand Willand unveiled its new H5 Pro at this year’s IFA, where it won the Innovation Award for Best Product in the Smart Home category. The mower’s extendable 7.7-centimeter mechanical arm enables it to cut along lawn edges without leaving untrimmed areas. With an operating noise level of 58 decibels, it is significantly quieter than a conventional edge trimmer, which produces about 100 decibels.

Home fitness equipment company Merach is targeting Europeans who work from home with the European launch of its UltraWalk W60 Plus treadmill. The Hangzhou-based firm’s apparatus has a maximum operating noise level of 53 decibels, below the industry standard of 60 decibels and also lower than the background-noise pickup threshold of mainstream video conferencing systems.

Going Offline

As their products gain recognition, Chinese firms are also strengthening their offline connections with European consumers. VEVOR’s sales in Europe used to be mainly through its own website and platforms such as Amazon and MediaMarkt Saturn. This year’s IFA marks the home improvement and tools brand’s first opportunity to meet European consumers face-to-face.

The Shanghai-based company sells about 15,000 stock keeping units in Europe and operates 22 warehouses across the region. Its European business has grown at an average rate of about 50 percent a year over the past three years, and the firm plans to open its first European store in France in 2027.

The show is expected to attract over 220,000 visitors and around 2,000 exhibitors, with Chinese companies being among the largest exhibitor groups, Leif Lindner‌, chief executive officer of IFA, said at the opening ceremony on Sept. 4.

Trust cannot be downloaded, Lindner said. It can only be established through practice, communication and firsthand experience. The more digital the world gets, the more valuable genuine face-to-face interaction becomes.

Editor: Kim Taylor