Xiaomi Makes IFA Debut in Berlin: 3,000-Square-Meter Pavilion Showcases Full Ecosystem, In-House Chips and Auto Overseas Push Take Center Stage

September 4, 2026 — IFA 2026 officially opened in Berlin, Germany. Among more than 1,900 exhibitors, Xiaomi completed its IFA debut with an independent pavilion exceeding 3,300 square meters, bringing more than 380 products—including smartphones, smart home appliances, new energy vehicles, and humanoid robots—to Berlin in one sweeping presentation. Lu Weibing, Partner and President of Xiaomi Group, said on site that IFA and MWC will become the two main stages for Xiaomi’s European expansion.

Compared with the 1,000-plus-square-meter booth at MWC Barcelona earlier this year, Xiaomi’s IFA exhibition area tripled in size, prompting on-site media to describe it as “bringing the entire home, plus half the future, to Berlin.” The booth was divided into three main zones—AI Tomorrow, AI Today, and the product matrix. Large appliances such as washer-dryer combos, refrigerators, and full kitchen systems entered the European market at scale, and the Mijia brand officially announced its entry into Europe.

In-House Chip Family Makes Collective Debut, Xuanjie O3 Powers Xiaomi 18 Fold

Chips were one of the core highlights of Xiaomi’s IFA showcase. In his keynote before the exhibition opened, Lu Weibing revealed that Xiaomi had just released three Xuanjie chips in China—the flagship SoC Xuanjie O3, the AI acceleration chip Xuanjie O100, and the Xuanjie D100 for intelligent driving. The three chips serve different purposes but collectively form the AI computing foundation for Xiaomi’s “Human x Car x Home” full ecosystem.

Among them, the Xuanjie O3 is a flagship AI SoC with enhanced CPU, GPU, NPU, and image processing capabilities, and will be the first to power the Xiaomi 18 Fold, the company’s first flagship mid-fold smartphone. The device also made its global debut at IFA. Lu Weibing’s explanation was characteristically direct: “High-end chips must be used in high-end devices.”

Reviewing the progress of in-house chips, Lu Weibing disclosed that the first-generation flagship SoC Xuanjie O1 has shipped approximately 1 million units cumulatively since its launch last year. “As a first flagship chip, achieving this shipment volume and user experience is quite decent.” As for shipment expectations for the O3, he said, “I can’t reveal that now—better to talk about it after the fact.”

The Xuanjie O100 is positioned as an AI acceleration chip, with official claims that its memory bandwidth reaches 16 times that of a typical flagship smartphone, enabling shared home computing scenarios. The AI Cube prototype displayed at Xiaomi’s booth embodies this concept—providing shared on-device computing power within the home, avoiding the high costs of cloud computing while solving the bottleneck of insufficient on-device computing power in individual devices. Lu Weibing believes this computing power “is not standalone; it can connect with Xiaomi’s computing power across different scenarios,” representing the greatest value of the product to the “Human x Car x Home” ecosystem.

The Xuanjie D100 is a 3-nanometer chip designed for intelligent driving. Both the O100 and D100 have completed development and validation, with deployment in actual products expected from 2027.

Auto Overseas Push Countdown: Eight German Dealers Signed, Europe Entry Set for 2027

The automotive business was the other main storyline of Xiaomi’s IFA appearance. The SU7 Ultra, SU7 Max, and Vision GT displayed at the pavilion entrance made Xiaomi the first company in IFA history to place new energy vehicles at the main entrance of its exhibition hall.

More substantive action took place behind the scenes. Lu Weibing revealed that Xiaomi had completed agreements with eight leading German dealers during IFA, laying the sales and service network for the company’s formal entry into the European market in 2027. Many of these dealers are regional enterprises that have operated for decades or even over a century, with long-standing partnerships with brands such as Mercedes-Benz, BMW, Porsche, and Volkswagen. “Many are century-old businesses; one has been passed down to the fifth generation.”

On choosing Europe as the first stop for the auto overseas push, Lu Weibing’s logic was to “start from the hardest market”: Europe is the birthplace of the century-old automotive industry, with extremely strong local brands and the highest market barriers. “If we can achieve results in this market, entering other markets will be relatively easier.”

Supporting this decision is the brand foundation Xiaomi has built in Europe. The smartphone business has been in the European market for about a decade, with brand awareness exceeding 90%. Lu Weibing noted that even though Xiaomi vehicles have not officially gone on sale, consumer awareness of Xiaomi cars in multiple European countries has already surpassed 40%. He remarked that during market visits, he found partners paying out of pocket for third-party consumer research. “It’s completely different—far better than when we first entered the smartphone market.”

To address localization needs in the European market, Xiaomi has established a European R&D and design center in Munich and is conducting vehicle performance tuning and validation across seven major test centers and on actual roads in Europe. One detail repeatedly mentioned is the no-speed-limit driving environment on German autobahns: in China, the speed limit is 120 km/h, but in Germany drivers will reach 200 or even 250 km/h, placing fundamentally different demands on intelligent driving and vehicle performance.

Physical AI and Robotics: CyberOne’s Overseas Debut

Xiaomi’s humanoid robot CyberOne made its overseas debut at IFA. Officials revealed that its on-site interactions are driven by a large language model, employing a “brain + cerebellum” hierarchical control strategy—the brain handles decision-making, the cerebellum handles execution. Previously, this bipedal humanoid robot had been “interning” at Xiaomi’s auto factory for over half a year.

Lu Weibing views the robotics business as the core vehicle for Xiaomi’s “physical AI” strategy. In his view, the first half of AI has largely centered on large language models and chatbots, while “the second half of AI must move toward physical AI”—with perception as the key: “understanding human intent through perception, then helping people complete execution.”

Xiaomi’s confidence in physical AI stems from its installed base of devices. Currently, Xiaomi has approximately 760 million monthly active users of smartphones and tablets globally, and about 1.16 billion connected IoT devices—nearly 2 billion in total, almost all of them internet-connected. Lu Weibing believes that the breadth and scale of device categories represent Xiaomi’s core advantage in this wave.

On the software side, Xiaomi’s in-house large language model MiMo has been iterated to version V2.5. According to official data, the model ranked first globally in weekly token usage on the AI model platform OpenRouter in July this year, and was the only LLM to exceed 10 trillion tokens in a single week. HyperOS and HyperAI are responsible for connecting smart appliances into a cohesive whole: air conditioning automatically starts before the user arrives home, and the nearest speaker issues a reminder when laundry is done. The long-term goal is proactive AI home automation that requires no explicit user commands.

Facing Cost Pressure: Not Simply Passing Price Hikes to Consumers

During the media Q&A session, Lu Weibing did not shy away from current cost challenges. He acknowledged that rising memory costs from last year to this year have significantly impacted profits, yet R&D investment still increased by nearly 30%.

When asked whether “AI is crowding out consumer demand, product prices are surging, and whether AI is a bubble,” his response was: “No bubble is called a bubble before it bursts. A single company can hardly influence the whole; what we can do is plan ahead.”

The more critical strategy lies in product positioning. Lu Weibing emphasized that costs cannot simply be passed on to consumers. “If a product is priced higher, the key is making users feel it’s worth more than they paid.” He cited the K100 Pro series as an example, saying the product “kept adding features” even as costs rose, and its market performance exceeded expectations.

Chinese Brands Account for Nearly Half of Exhibitors, Shifting from Participants to Agenda-Setters

Xiaomi’s debut is a microcosm of China’s presence at this year’s IFA. According to on-site tallies, approximately 900 of the more than 1,900 exhibitors hail from China—nearly half, an increase of over 200 from last year. Beyond Xiaomi, home appliance giants TCL, Hisense, Changhong, and Haier continued to exhibit with large-scale booths. Cleaning appliance brands such as Dreame, Ecovacs, Roborock, and Narwal competed head-to-head in Hall 7.1, while humanoid robot companies including Unitree, AgiBot, and DeepRobotics concentrated in the IFA Next zone.

Notably, Alibaba’s cross-border e-commerce platform AliExpress also made its IFA debut, bringing nine Chinese brands from its Brand+ program to the show. At the exhibition, AliExpress announced three upgrades to its brand program: marketing solutions expanding to the United States, South Korea, and Brazil; AI operations tools opening up product selection and pricing; and a German official warehouse opening in mid-September. Officials said that despite the impact of EU tax reforms, AliExpress orders in the EU grew 97% year-over-year in August.

Lu Weibing summarized Xiaomi’s positioning at IFA this way: “We didn’t come to IFA as just another Chinese home appliance company. We represent China’s technology, ecosystem, and business model.”

From a smartphone maker to a full-ecosystem player, Xiaomi is attempting to rewrite the label the European market has attached to it. And IFA—a trade show that has revolved around home appliances for a century—witnessed in Berlin in 2026 a cohort of Chinese companies migrating from the role of “participants” to “agenda-setters.”