Chinese firms target growing demand for smart electronics in the Middle East

The Middle East Consumer Electronics Show (MECES 2025) kicked off on Wednesday at Dubai Festival Arena, spotlighting China's growing technological footprint in a region eager for smart and sustainable development solutions.

Co-organized by the China Chamber of Commerce for Import and Export of Machinery and Electronic Products and China Council for the Promotion of International Trade Commercial Sub-Council, the exhibition is held under the theme AI for All and draws industry professionals and buyers from the United Arab Emirates (UAE), Saudi Arabia, Qatar, and other markets across the region.

Around 300 Chinese companies are participating, ranging from major home appliance manufacturers, such as Haier, Hisense, and Midea, to innovative small and medium-sized enterprises specializing in smart home technologies. Exhibitors are displaying AI-enabled home ecosystems, energy-efficient appliances, 5G, and new energy solutions.

Hisense, one of China's leading appliance manufacturers, unveiled two flagship products: a "pure view" refrigerator and a next-generation washer-dryer capable of handling multiple fabric types at once. Both devices connect to the company's AI-powered smart platform, reflecting a broader industry move toward greater convenience and efficiency.

Crowds gathered at the company's smart home pavilion, where visitors explored dedicated zones including a cinema area showcasing the latest TV models, a gaming setup with high-performance displays, a smart kitchen exhibit, and a design-focused Canvas TV section.

"Through our participation at MECES 2025, we're showcasing how Hisense's innovations are shaping the future of smart living," said Jason Ou, president of Hisense Middle East & Africa.

Goodbaby Child Products Co., Ltd., a parenting products company, also introduced its latest lineup, including a smart child safety seat with vehicle integration, voice control adjustments, ventilation functions, and enhanced safety features.

"With high birth rates, larger households and strong demand for high-quality maternal and child products, the Middle East is a key market," said Zhan Xueling, general manager of cross-border e-commerce at the company.

She noted that distributors and retailers in Dubai, particularly those serving Gulf Cooperation Council countries, have expressed strong interest in lightweight strollers, carbon-fiber models, and intelligent safety seats on the first day of the event. "We will maintain close engagement with these partners and leverage their regional channels to expand recognition of our brand."

Fahad Al Gergawi, undersecretary of the UAE Ministry of Foreign Trade, said that MECES showed the region's growing appetite for consumer electronics. According to the undersecretary, China remained the UAE's leading global non-oil trade partner, with bilateral non-oil trade hitting 90.1 billion U.S. dollars in 2024, up 4 percent compared to 2023, and accounting for 11 percent of the UAE's total global non-oil trade.

He noted that demand is increasing as a young, tech-savvy population gravitates toward smarter and more sustainable devices, adding that China has emerged as a key partner in helping Middle Eastern markets meet this demand.

Over the past five years, trade in mechanical and electrical products between China and the UAE has doubled, with particularly notable growth in automobiles, electronic consumer goods, and home appliances, according to Chinese Consul General in Dubai Ou Boqian. Enditem