Chinese brands’ entry into European market discussed in Berlin — ECNS
On September 5, the third China-Germany E-commerce Summit and the China Brand Night@IFA 2026 event took place in Berlin, Germany. It brought together more than 100 business representatives, industry leaders and experts from China and Europe, ECNS reports.
Sales and service
Participants discussed expanding sales channels in Europe, sustainable brand development and technologies presented at IFA 2026, including robotics and embodied intelligence. The main topic was the strategy for Chinese brands to enter the European market and expand their presence.
During the main session, experts from both countries considered strategies for working with distribution channels, product selection and after-sales service. The CEO of Technaxx Germany presented a European perspective on the consumer electronics market. A representative of OTTO China spoke about German consumer preferences and the latest product selection criteria used by the European e-commerce giant.
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Tech bloggers and robotics
A representative of the U.S. e-commerce services provider Seel explained that after-sales protection can transform customer support from a cost center into a tool for strengthening trust in a brand.
During China Brand Night, TechXFluencer was launched — an international community of technology content creators focused on consumer electronics. The platform combines work with an online community of content creators and offline events for presenting brands and their products.
As part of the summit, business meetings between companies were also held, a product presentation area was organized, and robots were demonstrated. IFA Berlin 2026 is being held at the Messe Berlin exhibition complex from Friday through Tuesday. More than 1,900 brands from different countries are participating in the exhibition, with Chinese companies prominently represented among the exhibitors.
