BSH Home Appliances Group CEO Matthias Metz said China's rapidly evolving consumer market is a key source of that innovative momentum.
BERLIN, Sept. 14 (Xinhua) -- More China-developed products and technologies are reaching global markets, as the country's role in global innovation continues to grow, Matthias Metz, CEO and chairman of the Board of BSH Home Appliances Group, told Xinhua in a recent interview.
"China is not only an important sales market, but also an engine driving global innovation," Metz said at the five-day IFA Berlin, one of the world's largest trade fairs for consumer electronics and home appliances, which opened on Sept. 4.
Metz said China's rapidly evolving consumer market is a key source of that innovative momentum. Chinese consumers are quick to embrace new technologies and increasingly attentive to the benefits they can bring to everyday life, creating strong demand for new products and better user experiences.
Over the past two decades, he has witnessed a profound shift in China's home appliance market. "Consumers have moved beyond a primary focus on basic functionality and are placing greater emphasis on product performance, smart features, space efficiency, design and ease of use."
At the same time, he believed that China's diverse living spaces, kitchen layouts and culinary habits are giving rise to varied and specialized needs. Metz said such changes are pushing companies to respond faster, refine products more quickly and explore new technological solutions.
In response to these evolving needs, BSH has expanded its research capabilities in the country. In 2024, the company upgraded its China R&D center in the eastern Chinese city of Nanjing to a global R&D center. It has since become BSH's largest comprehensive R&D center worldwide, focusing on key product development and emerging technologies.
"As China's R&D capabilities continue to grow, innovations shaped by local consumer needs are gradually finding applications in markets beyond the country," Metz said.
At this year's IFA, BSH showcased two innovative products developed by its China-based R&D teams and now reaching global markets. One example is a drawer-style steam oven. Metz said that Chinese households' demand for efficient use of kitchen space, combined with their preference for steaming as a cooking method, prompted the R&D team to develop a more compact and flexible product format.
"The design concept, rooted in Chinese lifestyles, can address broader demand in other markets for better space utilization, installation flexibility and efficient cooking," he said. "'In China, for China, and for the world' is more than a concept. It is something we put into practice."
The impact of Chinese innovation on the global home appliance industry is also reflected in increasingly active market competition. Nearly half of the exhibitors at this year's IFA came from China, while Chinese brands have continued to expand their presence in the European market.
Metz said the growing participation of Chinese brands could help accelerate innovation across the industry while also raising the bar for companies themselves. "Competition is always a good source of gaining more power and thinking about where we can do better."
Looking ahead, Metz said BSH will continue to deepen its presence in the Chinese market and seize the innovation opportunities it offers. "By linking insights from Chinese consumers and local market needs with its global R&D resources, BSH aims to bring more innovations developed in China to consumers around the world," he added.
