IFA CEO: 'Created in Shenzhen' shows value of products

Europe’s largest consumer electronics event, the Internationale Funkausstellung Berlin (IFA 2025), held in Berlin this September, drew global attention with a strong showing from Chinese tech firms. Nearly 700 Chinese companies took part — accounting for about 38% of total exhibitors — with Shenzhen-based companies making up 42% of that group.

After the Berlin event, IFA CEO Leif Lindner visited Shenzhen. Shenzhen Daily interviewed him Thursday during a panel discussion on local firms going global, held at Jazz Paradise in Nanshan District, where he discussed the European market, his impressions of Shenzhen companies, and advice for firms expanding overseas.

“I never expected the level and speed of growth here in Shenzhen,” said Lindner, who first visited Shenzhen 10 years ago and returned again three years ago. Shenzhen is now one of his preferred destinations.

“Shenzhen is a melting pot of innovators and people who have the right spirit — motivated and creative,” Lindner added.

IFA CEO Leif Lindner (L) interacts with the audience during a panel discussion on local firms going global at Jazz Paradise in Nanshan District on Thursday. Photos by Chen Siqi

Lindner said the share of Chinese companies at IFA has been comparatively high since it began partnering with Chinese firms in the early 2000s. “This year it was even more visible that there is a clear trend in consumer electronic home appliances and future tech.”

With nearly 50% of the Chinese exhibitors coming from Shenzhen, Lindner noted, “It’s natural that many companies [that are] interesting to us come from your area. Shenzhen is a tech city like Shanghai, Seoul, or Tokyo.”

One hot topic during the IFA 2025, highlighted by Chinese media, was the quiet rivalry between two Shenzhen-based companies — DJI and Insta360. The two brands exhibited side by side and introduced new products that highlighted their competitive positions.

DJI reported revenue of 80 billion yuan (US$11.22 billion) in 2024, with a net profit of 12.056 billion yuan, and its consumer drones account for about 70% of the global market. Insta360 completed its IPO this year. Although its revenue and profits remain well below DJI’s, its panoramic cameras hold roughly 67.2% of the global market.

Lindner explained that the IFA’s goal is to attract the most innovative companies and startups that could become the next big thing. “Whether the products are inspiring or can create a whole new market, we embrace them. That is our job, because the slogan of IFA is ‘innovation for all,’” he said.

While Shenzhen-based big names presented their latest products and technologies at the IFA, many small and medium-sized companies — even some still being incubated — also demonstrated strength. For example, iMpact, a communications and business consulting firm, brought more than 20 brands currently being incubated at the Shenzhen InnoX Academy to the show, covering intelligent furniture, pet care, and entertainment products.

Leif Lindner (C) joins participants for a group photo after a panel discussion at Jazz Paradise in Nanshan District on Thursday. 

During the panel, Lindner said, “‘Made in China’ is becoming more qualitative,” a view that is widely acknowledged. He suggested emphasizing the “created in China” aspect to highlight the core value and innovation behind products.

“Shenzhen has shifted from copying to creating,” Lindner told Shenzhen Daily. “Now, ‘created in Shenzhen’ shows the value of products — they are built with AI, good craftsmanship, and a clear sense of what consumers want.”

Despite their competitive products, Lindner pointed out that Chinese companies face challenges entering European markets because some consumers worry about cheap imports and data security. His advice is to invest more in PR and communication and to work with local partners to address those concerns.