Chinese consumer electronics brands flock to European tech fair amid Trump’s trade war

Chinese consumer electronics makers, from power bank manufacturers to robot cleaner vendors, are showing unprecedented enthusiasm for Europe amid trade uncertainties stemming from US President Donald Trump’s policies, according to business representatives at IFA Berlin, the world’s oldest tech trade fair.

Exhibitors from China took centre stage during the five-day event, which wrapped up on Tuesday. Nearly 700 Chinese exhibitors were present, more than double the 300 from last year.

Shenzhen-based Anker Innovations, China’s leading mobile charging device maker, introduced an array of products, including 3D texture printers, portable speakers, security cameras and robot vacuums. The company also promoted its solar-based energy solutions, promising substantial savings on energy bills.

Yang Meng, the 43-year-old founder and CEO of Anker, said the brand’s presence at IFA marked a new step in its mission to “build a multi-brand technology company” with a sharpened focus on innovation.

Beijing-based Roborock launches a new robot vacuum at IFA Berlin 2025. Photo: Ben Jiang
Beijing-based Roborock launches a new robot vacuum at IFA Berlin 2025. Photo: Ben Jiang

Yu Jie, an employee at a Shanghai-based exhibition company, said more Chinese firms were taking part in global trade shows to enhance their brand visibility and gauge global market trends. The shift was partly driven by intensified domestic competition, prompting companies to seek opportunities abroad.

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