In 2026, the IFA Global Consumer Electronics Show unfolded in Berlin, embracing the theme "AI Creates Everything." This year's edition boasted an impressive presence of 932 Chinese exhibitors, making up nearly half of the total participants. Chinese brands were omnipresent, from title sponsors to diverse exhibition halls, marking a significant milestone.

At the show, Chinese brands showcased their formidable product strength. In the home appliance sector, companies such as Haier and Midea outshone European and American counterparts like Siemens, thanks to their cutting-edge AI technology and innovative features. In the digital realm, products from DJI and Insta360 garnered widespread acclaim. Even in categories like ergonomic chairs, Chinese brands demonstrated distinct advantages.

The ascent of these brands can be attributed to China's comprehensively upgraded supply chain system. This includes R&D and manufacturing clusters in Zhongshan and Shenzhen, robust home appliance industrial chains in Hefei and Qingdao, and notebook manufacturing prowess in Kunshan. These systems boast efficient and flexible manufacturing capabilities, making it challenging to fully decouple from China, even as overseas efforts strive for supply chain de-sinicization.

However, despite their dominance at the exhibition, Chinese brands still have room for improvement in terms of global recognition. The discourse power—referring to international influence—over international standards and certification rules remains firmly in the hands of Europe and the United States. Nevertheless, the fields of AI and robotics are emerging as key breakthrough areas for Chinese companies to participate in setting global standards, with initial successes already achieved.