Thousands of AWE cutting-edge technologies debut on Tmall, home appliance and home improvement brands launch over 150,000 new products

Special Topic: 2026 China Home Appliances and Consumer Electronics Expo (AWE)

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On March 12, the 2026 AWE (China Home Appliances Expo) opened in Shanghai. Tmall created a trend space themed “Future Home,” showcasing over 1,000 new tech products at the exhibition, including climbing robots, companion robotic dogs, remote-charging smart locks, and more, all debuting simultaneously on the Tmall platform.

As young consumers increasingly become a major force in household spending, the pace of updates for home appliances and decoration products is accelerating. Driven by this trend, brands are releasing new products at a faster rate. Since the beginning of this year, global home appliance brands like Midea, Haier, Siemens, and Yuan Shi Mu Yu have continuously launched new products on Tmall, with a total exceeding 150,000 items, setting a new record.

As a key global home appliance industry event, AWE not only reflects the current wave of new product launches but also provides an important window into changing Chinese household lifestyles.

Black Technology New Products Debut, AWE Becomes “Future Home Appliance Testing Ground”

At this year’s AWE, over a thousand tech products showcased across fields such as smart cleaning, security, and intelligent home appliances.

追觅 (Zhui Mi) launched a robot vacuum capable of climbing stairs independently; MOVA introduced the flying Pilot 70 vacuum cleaner, making its domestic debut;鹿客 (Luo Ke) displayed a remote-charging laser smart lock, addressing battery anxiety; 科沃斯 (Ecovacs) presented the “Mao Tuan Er” intelligent companion dog, combining hardware with emotional companionship; Haier debuted an exclusive lazy three-in-one washing and shoe-cleaning machine on Tmall, targeting the “one machine solves laundry and shoe cleaning” need.

These innovative products showcase the latest explorations of smart home appliances in technology and living scenarios. Leveraging the Tmall platform, new products are simultaneously launched online during the exhibition, achieving both a debut at the event and an e-commerce release. Consumers can simply search “2026AWE” on the Taobao app to browse the exhibition and purchase new products directly.

Focusing on future home life, Tmall created five trend spaces at AWE, presenting different aspects of contemporary consumer needs.

In the pet-human cohabitation space, pet-friendly appliances that handle cat fur, durable furniture materials for scratching and dirt resistance, enable harmonious coexistence; the Enjoy Balcony area integrates laundry and drying equipment, elevating space for reading, coffee, and exercise; the Hidden Kitchen features embedded and multi-functional appliances for a cleaner, more efficient cooking area; the Dynamic Living Room uses modular furniture and rotatable TVs for multi-scene switching; the Love Bath area introduces interactive water heaters and lighting effects in showerheads, transforming the bathroom from a simple cleaning space into a relaxing wellness area.

It’s clear that home appliances and furniture are evolving from single-function devices into lifestyle partners, emphasizing emotional connection and enhanced living experience beyond just smart features.

Record-Breaking New Product Launches, Tmall Becomes the Top Platform for Brand Releases

In addition to on-site product launches, brands are increasingly deploying new products on Tmall. Data shows that since 2026, home appliance and decoration brands have launched over 150,000 new items on Tmall, reaching a new high.

Brands choose to debut new products on Tmall because of the platform’s user base and digital capabilities.

On one hand, Tmall attracts a large number of high-net-worth consumers seeking quality lifestyles, aligning closely with the target audience of premium home appliance brands. For example, Haier states that Tmall gathers the most vibrant high-net-worth users online, whose pursuit of quality living matches Haier’s smart home target customers. On the other hand, Tmall’s data insights are a vital reference for product innovation. Through platform data, brands can identify user needs early in product planning, enabling more precise R&D. Additionally, the “Tmall New Product Launch” platform continues to strengthen brand awareness, helping convert technological innovations into tangible consumer experiences, speeding up the path from R&D to market.

Take Haier as an example: it continuously releases new products across refrigerators, washing machines, and air conditioners, with 29 major new launches in 2026—an increase of over 80%. Zhui Mi also rapidly expanded its categories on Tmall, including floor scrubbers, vacuums, and smart rings, with the smart ring quickly topping sales charts. Hisense emphasizes that its “customer-centric” philosophy resonates with Tmall’s insights into lifestyle trends. Many brands plan to further expand their new product offerings on Tmall in the future.

Brand Executives and Celebrities Live Streaming from the Expo, Accelerating Online Spread of Content

At the expo, Tmall also used live streaming and interviews to reach a broader audience with new product information.

Executives from Haier, Midea, Little Swan, Ecovacs, MOVA, and others participated in Tmall’s AWE live streams, introducing key new products and technological highlights. For example, Ecovacs showcased the T90 PRO vacuum with “Hurricane Anti-Tangle” technology to effectively solve hair entanglement; the X12 PRO features “Ling Zhi Spray Dissolution” for deep cleaning stubborn stains.

Celebrities like Zhang Chaoyang, Yang Lan, and Tim from Film Hurricane also visited the site for live tours, sharing insights on new products from perspectives like tech science and lifestyle. Products such as Xiaomi Mijia smart smoke exhaust, Little Swan’s 5.0 laundry and drying set, and MOVA’s 3D printer Palette 300 appeared during these broadcasts. Additionally, Yang Lan conducted a dialogue with brand executives from Haier, Xiaomi, Zhui Mi, Hisense, and others to discuss “Home Space Trends and New Product Launch Plans.”

Combining online live streams with offline exhibitions allows AWE’s new products and technological trends to spread more rapidly, enabling consumers to learn about and experience the latest offerings firsthand.

Rapid Product Iteration, Future Home Life Continues to Be Rewritten

At AWE, it’s evident that as technological and consumer demands evolve, home appliances are transforming from simple tools into connected, intelligent lifestyle terminals.

Through this major global industry event, Tmall links new products, brand innovation, and consumer needs, enabling faster market entry and conversion. Driven by consumption upgrades and technological innovation, product innovation around home spaces will continue to emerge, and the concept of “future home” will be constantly redefined through ongoing iteration.