Visitors test TCL's products at the company's booth at the IFA 2024 consumer electronics exhibition in Berlin, Friday (local time). Korea Times photo by Nam Hyun-woo

BERLIN — Chinese brands have taken central stage at the IFA 2024 consumer electronics exhibition, posing a serious challenge to established industry leaders such as Samsung Electronics, LG Electronics, Miele, Siemens, Bosch among others.

Unlike previous strategies of promoting cost-efficiency, brands such as TCL, Haier and Hisense, which are occupying sizeable spaces at the event's venue, Messe Berlin, have wowed audiences with cutting-edge technology and advanced products in stylish displays, as luxurious brands did just couple of years ago.

TCL, the main sponsor of this year's IFA, has attracted large crowds and the media at its expansive booth on the venue's northwestern side. The display showcased a wide range of products, including mobile devices, TVs, washers, dryers, game monitors, and an AI-powered smart home energy system.

Taking center stage at TCL's booth were big quantum dot (QD) mini-LED TVs. TCL stressed that large-screens are the trend in the TV industry, and QD mini-LED is the next generation of large screen displays.

TCL's 115-inch QD-Mini LED TV is displayed at the company's booth at the IFA 2024 consumer electronics exhibition in Berlin, Friday (local time). Korea Times photo by Nam Hyun-woo

Among smart devices, TCL showcased smartphones and tablets with paper-like displays, which grabbed peoples' attention with their textures.

The company also showcased a smart home energy system. Users can manage solar power generation panels, energy storage, heat pumps and other energy related appliances with TCL's smart home app, which appealed to energy-sensitive European customers.

These features were similar to that of the SmartThings Energy of Samsung and Smart Green Home of LG, which were the core features of their promotion of the AI home during IFA.

Hisense's 163-inch MircoLED TV is displayed at the company's booth at the IFA 2024 consumer electronics exhibition in Berlin, Friday (local time). Korea Times photo by Nam Hyun-woo / 240906

At the Hisense booth, the brand also promoted a slew of advanced home appliances, including microLED TVs, new Ultra-LED TVs, intelligent washer-dryer combos and smart refrigerators. The company also promoted game-friendly features of its TVs in partnerships with a global hit title "Black Myth: Wukong" to grab the attention of attendees.

Smartphone maker Honor promoted its foldable smartphone, the Honor Magic V3, which is the world's thinnest inward folding smartphone.

Seen above is smartphone maker Honor's Magic V3 foldable smartphone displayed at the company's booth at the IFA 2024 consumer electronics exhibition in Berlin, Friday (local time). The banner reads that the company engraved an apology for consumers purchasing Samsung Electronics' "chunkier" Galaxy Z Fold series. Korea Times photo by Nam Hyun-woo

The brand took a direct jab at Samsung's Galaxy Z Fold series, engraving "the world's smallest apology" to Samsung Galaxy Z Fold owners on the hinge of their Magic V3, mocking them for the inconvenience of having to purchase what they referred to as "Samsung's chunkier alternative."

Along with them, China's second-largest TV maker Changhong set up a booth themed AI home, and Haier also set up an AI assistant at its booth to introduce the brand's new technologies to audiences.

Alongside these major brands, around 1,300 Chinese companies have participated in the IFA 2024, securing prime locations to captivate visitors. While well-known European brands such as Bosch, Siemens and Miele succeeded in drawing attention with their polished exhibits, smaller European brands appeared to be overshadowed by the growing presence of Chinese firms.

"While Samsung and LG focused on delivering the narrative of AI-powered home appliances assisting consumers' daily lives, Chinese brands emphasized impressive specs and powerful features of their new products, which may be more effective in capturing peoples' attention," an official from a Korean company participating in IFA 2024 said.

"The rise of Chinese brands at the exhibition was notable, but what really stands out is the technology they showcased. These brands are no longer just affordable alternatives to Korean products; they have become serious competitors that can pose significant challenges to well-established brands."

Visitors walk by Changhong's booth at the IFA 2024 consumer electronics exhibition in Berlin, Friday (local time). Korea Times photo by Nam Hyun-woo