“跨界玩家”涌现，追觅、MOVA、TCL正用AI重划家电版图｜硬氪直击IFA2025

Core Insights - The 2025 IFA in Berlin showcases the ambition and anxiety of the Chinese home appliance industry, highlighting a shift towards AI and smart technology in products [2][3] - The home appliance market is experiencing a significant slowdown, with a projected growth rate of only 2.4% for the year, indicating a shift from incremental growth to intense competition in a saturated market [2][15] Industry Trends - AI and smart technology have become the dominant themes at IFA 2025, with brands emphasizing their AI capabilities across various products [6][7] - Companies are moving away from single-product strategies to a comprehensive approach, offering a wide range of smart home solutions [3][4][18] - The integration of AI into home appliances is advancing, with products like the Cyber X robot vacuum and the TMR-sensitive washing machine showcasing enhanced capabilities [10][13] Market Dynamics - The overall retail sales of non-3C home appliances in China reached 453.7 billion yuan in the first half of 2025, reflecting a 9.2% year-on-year growth, but the growth is expected to decelerate significantly in the latter half of the year [15] - Emerging categories like dryers and dishwashers are growing, but their market size is insufficient to offset declines in traditional categories [16] - The industry consensus is shifting towards a focus on comprehensive capabilities rather than just individual product performance, with an emphasis on multi-device and multi-scenario integration [16][20] Competitive Landscape - Major brands are launching extensive product lines that cover various aspects of home automation, indicating a strategic pivot towards holistic smart home ecosystems [17][18] - Companies like TCL and Hisense are expanding their offerings to include energy management and smart home control systems, reflecting a trend towards integrated solutions [4][18] - The competition is increasingly centered on the ability to create user-centric experiences that integrate products and services seamlessly into daily life [20]