Inside the exhibition halls of Innovation For All (IFA) 2025 in Berlin, the atmosphere was subdued but competitive.
There were no slogans or rallies, but each booth carried the same objective: Chinese home appliance makers seeking relevance in a slowing market.
Labels indicating the use of artificial intelligence and smart technology were widespread, attached to products ranging from a robot vacuum able to climb 25-centimeter steps, to a floor washer that responds to gestures, to a 21-inch smart refrigerator presented as a household hub. These devices are designed to anticipate and respond to users rather than simply perform tasks.
The question for the industry is whether this new generation of AI-enabled appliances represents progress or is mainly a marketing strategy to distinguish similar products.
Market data indicates mounting pressure. In the first half of 2025, appliance growth slowed sharply. Market research firm All View Cloud (AVC) projects full-year growth of just 2.4%. As expansion markets plateau and competition intensifies, analysts describe the situation as “involution,” or excessive internal competition.
A consensus is emerging that single-function flagship products matter less, as companies shift toward whole-home, scenario-based intelligence.
Dreame has expanded from robot vacuums into 14 categories. Hisense is redefining the television as the control hub of the connected home. TCL is moving into energy management and smart vehicle cabins. Competition is adjusting accordingly.
AI takes center stage
From connected kitchens to environmental controls, nearly every high-end device at IFA 2025 featured AI.
Dreame introduced the Cyber X, described as the world’s first tracked climbing robot vacuum. Tineco launched its Floor One S9 Scientist smart washer. TCL and Midea presented AI-enabled robots. Hisense highlighted its Xinxin AI chip H7, designed for synchronized light and color control.
According to AskCI Consulting, China’s smart appliance market is expected to reach RMB 793.8 billion (USD 111.1 billion) in 2025.
Demonstrations suggested companies are moving beyond voice commands or smartphone pairing. AI is being applied to environmental sensing, behavior prediction, and device coordination.
Dreame’s Cyber X uses laser- and AI-driven cameras, a tracked climbing system, and a triple-braking safety mechanism to climb 25-centimeter stairs and operate across multiple floors. Sensors evaluate height, slope, and surroundings, mapping a path in real time.
He Jiantao, product manager at Dreame’s robot vacuum division, said embodied intelligence is changing the sector by replacing static voice responses with dynamic outputs powered by large language models. Navigation and algorithm design are also being reshaped.
Tineco’s Floor One S9 Scientist uses hypersensitive sensors and 360-degree navigation to interpret gestures and assist with steering. Dreame’s dual-vision navigation system enables high-speed obstacle avoidance. Hisense is positioning its 21-inch smart refrigerator as a home hub for tasks such as grocery planning and meal preparation.
For appliance makers, the test is whether AI adoption in daily life can create measurable user value.
Transition to integrated systems
Despite government subsidies, major Chinese appliance makers reported mixed results in the first half of 2025 as demand softened.
AVC reported that retail sales in China’s non-3C home appliance market reached RMB 453.7 billion (USD 63.5 billion), up 9.2% year-on-year. It forecasts growth slowing to 2.4% for the full year, with a possible 8.6% decline in the fourth quarter.
The emerging view is that the future of smart appliances depends on integration. Consumers are moving from single-device purchases toward whole-home systems.
IFA 2025 reinforced this shift. Companies presented themselves as ecosystem providers rather than standalone product makers:
- Mova introduced 12 product lines for indoor and outdoor use. Its Zeus 60 climbing module can handle 25-centimeter steps, while the Sirius 60 employs dual robotic arms for cleaning and organizing. The lineup also included the LiDAX Ultra lawnmower, Rover X10 pool cleaner, and N1 window cleaner, extending automation outdoors.
- Tineco unveiled three new cleaning devices, along with the Shiwan smart cooking machine and Yinwan water purifier, both designed for connected kitchens.
- TCL presented AI-enabled air conditioners, washing machines, and refrigerators, as well as home energy and in-car systems.
- Dreame launched its portfolio in southwestern Europe across 14 categories, including outdoor cleaning products such as lawnmowers and pool robots.
Taken together, IFA 2025 showed a shift in value from individual product performance to system interoperability.
The next stage of competition will center on integration and user experience. In a market with limited growth, companies that organize products and services around practical needs may gain an advantage, with technology becoming less visible but more embedded in daily life.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Ou Xue for 36Kr.