Experience the vitality of 'Made in China' at the largest consumer electronics exhibition in Europe
2024-09-11
A transparent TV as thin as paper, a floor cleaning robot that can climb stairs, a refrigerator that can keep vegetables fresh for three months, smart glasses that can listen and speak, a dishwasher that can open the door automatically with a gentle tap, an oven that can recognize dishes and cook them independently... At the 2024 Berlin International Consumer Electronics Show in Germany, household appliances were inspired by imaginative ideas and intelligent technology, enabling innovation and making people dazzled. On September 6th, at the TCL exhibition area of the Berlin International Consumer Electronics Show, visitors experienced the new game display products. The Berlin Consumer Electronics Show is an important exhibition in the global consumer electronics and home appliance industry, regarded as a benchmark for technological innovation in the industry. It has attracted more than 1800 companies from around the world to participate this year. The reporter noticed that there were a large number of Chinese consumer electronics companies participating in this exhibition, with a large scale and new technologies. The exhibits covered various aspects of life, which was quite eye-catching. Outside the exhibition hall, large display boards of Chinese home appliance companies such as Hisense and Midea complement the slogan "100th Anniversary of the Berlin Consumer Electronics Show"; At the entrance, the reporter scanned the QR code, and the staff handed over the just printed tickets and hanging ropes filled with the words "TCL"; After entering, the Haier exhibition area almost occupied the first exhibition hall. This situation makes one curious: why is Chinese consumer electronics so popular in the European market? During the visit, the reporter learned that Chinese consumer electronics companies, with years of accumulated strength, have a keen insight into new consumer demands, empower product intelligence and sustainability with technological innovation, establish Chinese brands with "Made in China", and firmly establish a foothold in the European consumer electronics market. At the Haier Group exhibition hall, intelligent interconnected appliances such as air conditioners, washing machines, and refrigerators are presented to visitors in an immersive and interactive manner. Haier Europe CEO Neil Tensto told Xinhua News Agency that the consumer electronics industry is characterized by globalization, and Chinese companies have unique advantages in innovative research and development, able to keenly capture opportunities and quickly bring new technologies to the market. This is the Haier exhibition area captured on September 6th at the Berlin International Consumer Electronics Show in Germany. Photo by Du Zheyu, Xinhua News Agency. In addition to the traditional home appliance industry, Chinese companies have also demonstrated creativity and technological advantages in emerging consumer fields such as floor cleaning robots and projectors. Guo Xueqing, Vice President of XGIMI Technology, which focuses on intelligent projection, told reporters that the demand for home entertainment scenes in Europe is constantly growing, and the advantages of image quality and usability of projection equipment in China are becoming increasingly apparent. The company insists on investing in innovative research and development, and its projection products have taken a leading position in markets such as Germany, France, and Spain. In the context of economic globalization, more and more Chinese companies are going global, actively integrating into the international market through localization strategies and acquisition investments. Tong Bo, Director of Brand and Marketing at Midea International, said that more than a decade ago, Chinese home appliance companies such as Midea mostly served European consumers through OEM services, but now they are gradually entering the European market with their own brands. Due to high brand loyalty among European consumers, many Chinese companies have expanded their market share and further enhanced their brand image by acquiring well-known local brands in recent years. According to Tao Shuanghua, spokesperson and head of the brand department of Skyworth Group, Skyworth has broken through supply chain bottlenecks and accelerated its expansion into the European market by acquiring German high-end TV manufacturer Meizi and leveraging the brand's R&D, production, and sales network in Europe. The reporter noticed that with the continuous deepening of localization, Chinese enterprises have gradually accumulated experience. On the one hand, enterprises gain insight into market demand and develop personalized products. For example, mobile energy storage company Zhenghao has developed household solar energy storage batteries to meet Germany's energy needs; Hisense collaborates with Volkswagen Germany to launch a refrigerator that resembles a Beetle car in appearance. On the other hand, companies are actively engaged in localized marketing, with Hisense sponsoring the European Championship and Midea partnering with Manchester City Football Club to enhance brand influence through competitions. On September 6th, at the Honor exhibition area of the Berlin International Consumer Electronics Show, German table tennis player Bohr participated in a promotion event. Representatives of Chinese and European companies interviewed by Xinhua News Agency's Du Zheyu generally believe that Chinese consumer electronics companies are rapidly expanding into the European market, promoting industry innovation and change through cooperation and competition. At the same time, Chinese companies have established multiple research and development centers and production factories in Europe, improving local supply chains and effectively promoting local employment. Axel Knier, Managing Director of Global Sales and Marketing at renowned German home appliance manufacturer Meino, believes that both German and Chinese companies have their own advantages. German and European brands have entered the Chinese market, and Chinese companies are also increasing their European business. Cooperation and competition between the two sides will bring more vitality to the development of the industry. At this exhibition, Honor announced a partnership with Google Cloud to integrate the latter's artificial intelligence solutions into new smartphones. Matt Waldebser, Managing Director of Global Solutions and Consumer AI at Google Cloud, stated that through collaboration, Google's artificial intelligence technology can quickly enter the mobile phone market, allowing consumers to experience the surprises brought by artificial intelligence in their daily lives. Rudolf Kretscher, a member of the board of directors and chief sales and service officer of Bosch Home Appliances Group, which is owned by home appliance brands such as Bosch and Siemens in Germany, told reporters that more and more innovations and solutions are constantly emerging through competition and cooperation. Chinese and European companies maintain competition and cooperation, exchange and mutual learning, and we believe this trend will continue to drive industry development. (New Society)
Edit：Yi Jing Responsible editor：Li Nian
Source：XinhuaNet
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