Cheap Chinese devices the star of IFA 2025

 
At this 12 months’s IFA tech honest in Berlin, Chinese electronics corporations are stealing the highlight with inexpensive family-friendly devices whereas a few of Korea’s most buzzworthy AI-powered robots from final 12 months are nowhere to be seen.
 
Fabian Rier, a German equipment retailer, visited the exhibition along with his three kids on Saturday, the day after the present’s opening.
 
 
“I wanted to show them what I do for a living, and there’s plenty of fun stuff to see,” he stated. Rier famous that turnout at this 12 months’s occasion appeared decrease than traditional. “I’m here every year for IFA, but there are definitely fewer people this time. I think Europe’s sluggish economy might be taking a toll.”
 
Their consideration was rapidly caught by the bustling sales space of Chinese electronics big TCL. Leveraging its standing as an Olympic world companion, the corporate promoted its TVs and digital actuality gadgets by tying them to sports activities. As guests handed the world’s largest QD-Mini LED TV on the sales space entrance, many couldn’t assist however exclaim, “Wow.”
 
After wanting round, Rier remarked that TCL was “more attractive than traditional appliance brands like Samsung, LG or Miele” as a result of “you can visibly see the evolution each year.” He additionally famous that “the price is half.”
 
At this 12 months’s IFA, Chinese manufacturers providing robust worth for cash have turn into main attracts TCL and different Chinese corporations noticed an unusually excessive variety of household guests. Products similar to Dreame’s CyberX, the world’s first robotic vacuum that may climb stairs, TCL’s AiMe, a house AI robotic and Hisense’s humanoid robotic captivated kids.
 

 
In distinction, Korean AI dwelling robots that have been a success final 12 months — similar to Samsung’s Ballie and LG’s Q9 — have been notably absent.
 
“We’re conducting field tests, but delays are occurring due to various issues,” stated Samsung Electronics’ visible show division head Yong Seok-woo.
 
“We haven’t yet finalized the launch schedule for the new Q9,” stated Lyu Jae-cheol, head of LG Electronics Home Appliance & Air Solution Company.
 
Korean producers are pursuing a two-track technique in Europe: premium merchandise and competitively priced choices. LG Electronics, specifically, plans to develop its price range lineup by designing merchandise that Chinese companions then produce.
 
Another weapon within the Korean arsenal is synthetic intelligence (AI). Samsung and LG each spotlighted their AI-driven dwelling connectivity techniques at IFA. This premium technique, backed by AI, is exhibiting leads to the North American market. LG held a 21.2 p.c income share of the U.S. dwelling equipment market within the first quarter, inserting first, adopted by Samsung with 20.8 p.c, in accordance with market analysis agency Traqline.
 

 
Whether that technique will work in Europe, nevertheless, stays unsure. Conservative European shoppers nonetheless want home manufacturers similar to Miele and Bosch. One overseas customer at a Korean firm’s sales space remarked, “AI might be convenient, but it’s just too expensive. It feels more like an idealized showroom than a real home.”
 
German manufacturers like Bosch and Miele, longtime leaders within the European market, proceed to get pleasure from robust client belief within the premium section.
 
“We take pride in our attention to detail, and yes, we do produce a significant portion of our components in-house,” stated Axel Kniehl, head of promoting and gross sales at Miele, in a previous interview with the JoongAng Ilbo. “It’s part of our philosophy of vertical integration, which allows us to maintain full control over quality, durability and design.”
 
“It’s also a reflection of our values. When we say “Immer Besser,” we mean that every detail matters — even down to the smallest screw.” 
 
Still, premium European manufacturers are cautious of the twin problem from Chinese price effectivity and Korean AI methods. Miele just lately started relocating a few of its washer manufacturing traces to Poland as a part of cost-cutting efforts.

This article was initially written in Korean and translated by a bilingual reporter with the assistance of generative AI instruments. It was then edited by a local English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY YI WOO-LIM [[email protected]]