(Yicai) Sept. 8 -- Chinese companies brought a wide array of innovative products to the Internationale Funkausstellung, the world's largest home and consumer technology event in Berlin, Germany, showing how they are redefining the global consumer electronics landscape through technology-driven innovation.

The IFA highlights Chinese brands' shift from quantitative expansion to qualitative enhancement, from price competition to technology-driven innovation, and from product output to value creation, according to analysts.

This reflects not only the upgrading of Chinese manufacturing but also a significant trend in reshaping the global industrial landscape, the analysts noted. At this turning point, Chinese companies that embrace long-term vision and create genuine social value will gain a competitive edge in the global market over the next decade, they added.

"The presence of Chinese companies at the IFA is visible everywhere, from large, impressive booths to the senior executive delegations that have traveled to Berlin," Leif Lindner, chief executive officer of the IFA, told Yicai. "The diversity is striking: we see Chinese companies launching next-generation displays, major appliances, drones, e-mobility solutions, and artificial intelligence of Things platforms.

"Brands like TCL, Hisense, Haier, DJI, and JD.Com are not just exhibitors; they are shaping conversations on partnerships, retail, and the future of technology in Europe," Lindner noted.

More than 38 percent of the 1,795 exhibitors at this year's IFA, which runs from Sept. 5 to tomorrow, are from China, a 10 percent increase from the Consumer Electronics Show earlier this year.

"Chinese firms are active across the entire spectrum: home entertainment and displays, smart home and major appliances, mobile and wearables, green energy and e-mobility, as well as AI-driven solutions and components," Lindner said. "The breadth of participation shows just how central China is to the global innovation landscape."

"The biggest takeaway from the IFA is the clear trend that AI is no longer just a concept but is rapidly being integrated into specific consumer scenarios," the overseas director of Chinese augmented reality glass maker INMO Technology told Yicai at the IFA.

"From home appliances to cars and smart glasses, AI has become a critical factor in global competition and innovation for intelligent manufacturing," the director noted.

INMO brought the Inmo Air3 to the IFA this year. Powered by the company's proprietary Imos 3.0 spatial operating system, the INMO Air3 are the world's first mass-produced 1080-progressive scan wireless all-in-one full-color array waveguide AR glasses. They integrate AI semantic interaction, spatial computing, and multi-screen collaboration.

"European consumers are highly interested in AI glasses, with visitor traffic to our booth far exceeding expectations," the director added.

"In the global AI glasses sector, Chinese companies are already in the top tier," the director pointed out. "We excel in lightweight hardware design, AI algorithm optimization, interactive experiences, application scenarios, and ecosystems."

At the IFA, other Chinese companies, such as Thunderbird Innovation, Rokid, Geduowei Technology, and LLVision Technology, also displayed their latest AI glass models.

Ulike showcased its Air 10 hair removal device and ReGlow light-emitting diode light therapy mask at the IFA. The Chinese firm is the official sponsor of the fair's inaugural Beauty Hub.

"This is a milestone for us, signaling that beauty tech has entered the mainstream," Matt Qian, Ulike's general manager for Europe, told Yicai. "European customers have responded very positively, and they are particularly impressed by the convenience and effectiveness of ReGlow."

China's Lymow Technology brought its Lymow One robotic lawnmower to the IFA, showcasing advancements in autonomous driving technology for yards. Traditional lawnmowers often required manual operation or relied on physical boundary lines, Charles Li, Lymow's chief marketing officer, told Yicai.

"Now, Chinese companies are transforming through innovation," Li noted. "We excel at refining technologies like positioning, navigation, and path planning to bring smart solutions to European and American users."

"Whenever a new technological path emerges, we're adept at leveraging it and matching it to user scenarios," Li said about how Chinese firms have a unique strength in global tech competition.

"Our iteration speed is fast," he explained. "While developed countries excel in research, China shines in development, turning tech into products that solve user pain points."

Last year, four of the top five robotic vacuum brands were Chinese, collectively holding more than half of the global market share, according to China Insights Consultancy. They were Roborock Technology, Ecovacs Robotics, Dreame Technology, and Narwal. The fifth, non-Chinese one was iRobot.

At the IFA, Roborock launched its new RockMow and RockNeo lawnmower products.

GlocalMe attended the IFA for the second time this year, bringing the world's first pet smartphone, a triple-subscriber identity module eSIM Trio global connectivity solution, AI HyperConn-powered mobile hotspot device G40 Pro, and next-generation global connectivity device Unicord Pro.

These products show how the company has shifted to a 'hardware + software + services' ecosystem from just hardware, CEO Chen Zhaohui told Yicai.

Reshaping Business Models

Chinese companies are redefining traditional global business models. They not only deepen their presence in existing markets but also venture into new ones with both hardware and integrated ecosystems.

"Chinese firms are raising the pace of innovation," Lindner said. "They excel at short product cycles and rapid iteration, bringing features and products to market at scale, and focus strongly on ecosystems, not just a device, but the services, platforms, and connectivity around it."

For example, GlocalMe has seen its service business grow significantly, with revenue from personal connectivity services surging 127 percent in the first half of the year from a year earlier.

"The reason lies in higher margins and user retention of value-added services like eSIM, CloudSIM subscriptions, and pet healthcare, shifting us from one-time hardware sales to a continuous operational model," Chen explained.

Lymow's success stems from its precise insights into market gaps. The penetration rate of lawncare robots is about 20 percent to 25 percent in Europe, but only 2 percent to 3 percent in the United States. Targeting this potential, Lymow One is positioned as a differentiated product for large and complex scenarios.

Lymow's founding team conducted fieldwork research across 10 US states and major European countries, such as Germany, France, and those in the Nordic region, deeply engaging with dozens of households to ensure products address real user needs, Li noted, adding that this hands-on approach underpins their product strategy.

"Compared to a decade ago, European media and consumer acceptance of the 'Made in China' has fundamentally changed," according to Li. "They no longer see Chinese manufacturers as offering cheap products but as innovators, with many new technologies originating from China."

Lymow secured three rounds of financing worth over CNY100 million (USD14 million) in six months, while Inmo completed a CNY150 million B2 fundraiser. This reflects a shift from traditional valuation models of manufacturers to those of tech brands centered on technological barriers and brand value.

Global Diversification and Long-Term Vision

The evolution of Chinese companies' business models is driving them to adopt more refined global strategies, demonstrating resilience and diversification amid complex geopolitical environments.

GlocalMe's core markets include North America, Europe, and Asia. It holds a 32 percent share of the North American airport channel market, ranks among the top three multifunctional device firms by sales in Europe, and has strong potential for pet smart devices in Asia.

"GlocalMe mitigates risks through 183 global patents, local channel partnerships, and strict compliance with regional data regulations, reducing reliance on any single market," Chen said.

INMO's largest market is the US, followed by Europe and Japan, with tailored strategies for each. For example, it emphasizes innovative features in the US and integrates anime culture in Japan.

"INMO Air3 will soon be available on Amazon, TikTok Shop, and Walmart in North America, Japan, and Europe, with offline stores in over 20 countries," the company's overseas director said.

Ulike has joined hands with major retailers, including Boots and Currys in the UK, KaDeWe and Douglas in Germany, and Fnac and Darty in France.

"In the US, we highlight Food and Drug Administration certification and technological leadership, in Europe, we focus on localized design and health concepts, and in Southeast Asia, we emphasize affordability and suitability for diverse skin types," Alessio Bradde, Ulike's global communications and public relations senior manager, told Yicai. 

"Chinese companies' technological innovation is at the global forefront, especially in beauty tech," Qian noted. "We not only have research and development strengths, but we can also quickly turn clinical-grade technology into user-friendly products."

While geopolitical uncertainties exist, consumer demand for high-quality products is universal. "This is an opportunity to build trust through localization and transparency," Qian added.

Lymow considers North America to be its primary market, but it has seen better-than-expected performance in Europe. Deliveries began in May, avoiding the impact of US tariffs on Chinese exports earlier this year.

"We were lucky to dodge this, but geopolitical restrictions only have short-term effects, as they won't alter long-term trends," Li said. "While some companies slow their US market plans, brands with strategic focus and clear positioning may find opportunities."

INMO's overseas director emphasized that Chinese brands are transitioning from product exports to brand exports, or even value exports. They no longer rely solely on cost advantages but focus on technological innovation, brand-building, and localized operations to deliver high-value products and experiences.

"We believe great products, experiences, and services will always be recognized, regardless of the environment," the director noted.

IFA's CEO Advice

When asked about which advice he has for Chinese companies considering expanding in the European market, Lindner said that Europe is a highly attractive but also demanding market.

"My advice is to localize and build trust from day one," Lindner noted. "That means adapting products to European languages and design expectations, investing early in after-sales service and repair infrastructure, and working hand-in-hand with retail partners.

"Compliance is not optional (CE, eco-design, data protection), but if done well, it becomes a differentiator," he added. "And finally, build your brand patiently, through transparency, independent reviews, and genuine sustainability commitments.

"Those who succeed here are not just fast, they are reliable partners for the long term," he concluded.

About his expectations for next year's IFA, Lindner said that they expect an even more balanced global profile, with Europe, Asia, and North America as the three major pillars, complemented by rising participation from India, the Middle East, and Southeast Asia.

"The ideal mix combines established global brands with disruptive newcomers, startups, and scale-ups," he pointed out. "Just as important is the cross-industry dimension: consumer tech converging with health, energy, mobility, and the creator economy."

Editor: Futura Costaglione