As one of the world’s top three home appliance and consumer electronics exhibitions, AWE has long been a bellwether for industry trends. From March 12–15, 2026, this annual industry extravaganza is set to return in full force. Against a backdrop of ongoing trade-in incentives and growing consumer demand for upgraded products, AWE2026 will emerge as the industry’s premier style showcase—featuring tens of thousands of products and a variety of immersive scenarios, driving consumption and energizing domestic demand.

Online–Offline Synergy: A New Playbook for Appliance Marketing

AWE2025 not only welcomed 1,000 exhibitors and over 192,000 visitors, but also ignited consumer demand through events like the “2025 National Home Appliance Consumption Season” and the “AWE Shopping Festival.” This new model of “content-driven engagement plus livestream conversion” offered an innovative blueprint for home appliance marketing, transforming AWE from merely a showcase for cutting-edge products into a dynamic marketplace for home appliances and consumer electronics.

AWE2025 exemplified how cross-platform coordination can create a nationwide consumer celebration. Throughout the show, multiple initiatives launched simultaneously to ignite demand. The “2025 National Home Appliance Consumption Season” kicked off during AWE, alongside the “AWE Renewal Shopping Festival,” introducing a new, high-quality consumption model that integrates exhibitions, platforms, brands, and policy incentives. Partnering with major platforms including Tmall, JD.com, Douyin, Kuaishou, and Suning, the festival rolled out powerful promotional campaigns that supported quality upgrades and met increasingly diverse consumer needs. According to incomplete statistics, total online sales exceeded RMB 2 billion. Meanwhile, Shanghai’s Pudong District collaborated with AWE to launch the “Pudong Appliance Life Festival,” extending the show’s momentum into com.

Livestreaming not only helped AWE2025 expand its reach beyond traditional exhibition boundaries, but also generated more than RMB 1 billion in incremental sales. AWE2025 embedded livestreaming directly into the show floor, creating a multidimensional matrix that combined top-tier streamer specials, brand-operated channels, and influencer walk-throughs. During the signature “AWE Livestream Night,” leading platforms such as Oriental Selection joined forces with star creators including Dong Yuhui and Wang Bingbing for immersive broadcast experiences. Olympic champions Xu Xin and Chen Meng also appeared in crossover collaborations, igniting a surge in real-time engagement. According to incomplete statistics, total livestream-driven sales during AWE exceeded RMB 1 billion.

Policy incentives are further accelerating consumer upgrades. National trade-in programs are converging with AWE’s platform advantages to unlock stronger market demand. By bringing together government bodies, brands, and retail channels, AWE provides consumers with broader options and clearer pathways for appliance replacement and renewal. Centered on the themes of “global launches, trend-defining products, upgrades, and consumer celebration,” AWE is helping shift household appliance consumption from basic replacement toward quality-focused upgrading.

Kitchen Appliances Take Center Stage in Live Commerce

Among the biggest beneficiaries of AWE2025’s consumption boom were kitchen appliance brands such as Bear, Joyoung, Supor, and Haier. Compact, easy-to-use, and highly demonstrable, kitchen appliances were a perfect fit for AWE’s immersive setup.

The compact, easy-to-use nature of small kitchen appliances makes them a perfect fit for AWE’s immersive on-site experience. At AWE2025, young visitors queued to try Bear’s single-serve cooking blender and make fresh fruit-and-veggie drinks; Joyoung’s team demonstrated the hassle-free “one-touch cleaning” feature of its self-washing blender; and Supor served bowl after bowl of perfectly cooked rice straight from its smart rice cookers. These see-touch-taste interactions closed the information gap typical of online shopping and sparked instant interest—and instant purchases.

Small kitchen appliances also fit naturally into the fast-paced dynamics of livestream commerce. With most products priced between RMB 300 and 2,000, the category matches the “affordable, high-value, instant-decision” logic that drives live shopping. By pairing expo-exclusive subsidies with limited-quantity flash deals, top hosts further lowered the barrier to purchase—turning the category into a major traffic and sales driver in livestream sessions.

The rapid innovation cycle in small kitchen appliances makes the category an ideal fit for AWE’s role as a global launch platform. With new models debuting continuously, AWE provides the perfect stage—and its worldwide visibility and channel resources enable these launches to translate into strong sales from day one.

More Immersive, More Intelligent, More Open: AWE2026 Elevates Industry Marketing

AWE2026 will take its marketing capabilities even further, offering a “more immersive, more intelligent, more open” approach to appliance consumption.

AWE2026 will elevate both on-site and online engagement through features such as transparent livestream studios and enhanced interactive setups. Scenario-based showcases will also undergo a major upgrade, integrating small kitchen appliances, smart home systems, and health-oriented innovations to present holistic, real-life solutions. These immersive environments will give consumers a stronger sense of situational decision-making, while enabling exhibitors to build richer, more dynamic touchpoints that amplify experiential marketing.

Partnerships with major platforms such as JD.com, Tmall, and Douyin will continue to strengthen. With enhanced use of AI digital hosts and 24/7 livestream operations, AWE2026 aims to create an always-on online exhibition.

AWE2026 will deliver a more open platform, more innovative models, and more precise services—working with global brands to shape the next chapter of trendy appliance consumption.