by Billion Temesghen
BERLIN, Sept. 9 (Xinhua) -- Sustainability emerged as a defining theme at IFA Berlin 2025, where Chinese companies showcased greener solutions and energy-efficient designs that are reshaping consumer electronics.
Refrigerators and washing machines that intelligently cut power use drew as much attention as oversized televisions and sleek drones. Organizers and exhibitors put sustainability front and center -- highlighting energy efficiency, greener materials, and longer product lifespans -- as they pitched to more than 200,000 expected visitors at Europe's largest consumer electronics trade fair, which concluded on Tuesday.
At the booth of Haier, an ultra-efficient refrigerator exceeding Class A standards by 30 percent and a washing machine surpassing them by 70 percent drew crowds of curious visitors. Under the European Union (EU) energy label, "A" represents the highest energy efficiency rating. The "A-30 percent" and "A-70 percent" designations mean the appliances not only meet the Class A standard, but exceed its efficiency threshold by 30 percent and 70 percent, respectively.
"For Haier, sustainability is not an optional add-on, but a core responsibility," Yan Xiaoming, general manager of Haier Europe, told Xinhua.
Chinese electronics company TCL introduced a new material, ECORA, at IFA. Made from recycled porcelain ceramics sourced from Jingdezhen, China's porcelain capital, ECORA turns ceramic waste into high-performance plastic fillers, enhancing durability while reducing carbon emissions.
"Green and sustainable development is a global priority and a key to unlocking the European market," said Daniel Sun, chief technology officer of TCL Industries, in an interview with Xinhua. TCL also pledged plastic-free phone packaging in the EU and more efficient compressors to meet the bloc's top energy standards.
"In the past, Chinese brands were often associated with efficient supply chains and lower pricing," said Chris Pereira, chief executive officer (CEO) of New York-based consultancy iMpact. "Now they are increasingly respected for how swiftly they adapt to change and drive innovation, particularly in fields like sustainability and smart living."
Efforts to make technology more sustainable were not limited to the big players.
Ulike, which makes at-home IPL (Intense Pulsed Light) hair removal devices, stressed how its products reduce reliance on disposable razors and waxing supplies. "Our devices can be shared within a family for many years, thanks to UV sterilizers and long-lasting flash cycles," said Alessio Bradd, the company's global public relations manager. Ulike also runs a recycling campaign that allows customers to trade in old devices for discounts.
Battery and accessories maker Vention showcased cycle-count features on its power banks, showing users how many times a battery can be recharged. "It's about consciousness and education," said Mariusz Jasionek, a country manager. "We need to make sure people understand the footprint we leave on the planet."
Across the show floor, innovations big and small reflected the same mindset: sustainability is no longer an afterthought, but a driving force in product design.
Leif Lindner, CEO of IFA Management GmbH, said, "What makes IFA truly unique is the international dialogue -- the exchange of ideas and technologies that shape the future of how we live, work, and connect."
At this year's fair, that future appeared not only smarter, but more sustainable.
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