AWE2021 opens at National Exhibition and Convention Center (NECC), Hongqiao, Shanghai, China on March 23-25, 2021. Under the theme “Smartize the Future”, AWE2021 fully displays the latest innovations of global home appliance and consumer electronics industry and the interconnected smart life in the digital era with its unprecedented scale, strong exhibitor list and tens of thousands of products and solutions that boast cutting-edge technologies and stylish designs.


Jiang Feng, Executive President of AWE’s organizer China Household Electrical Appliances Association (CHEAA), points out that, AWE has always been devoted to powering the innovation and growth of home appliance and consumer electronics industry and creating a household life full of happiness. At the starting year of a new decade, AWE will stay true to its original promise of advancing industry development and allow global consumers to benefit from tech-powered smart life solutions.

AWE is growing to be the biggest global show of the field

AWE has been evolving fast and constantly setting new records in scale, brand recognition and global expansion since its establishment in Shanghai in 2011. With strong domestic home appliance and consumer electronics industry as well as market as a support, it has become one of the top three global heavyweight shows of the field.

Major global home appliance and consumer electronics exhibitions were either postponed or shifted online due to the outbreak of Covid-19 in early 2020. The industry desperately need a globally recognized platform to display their latest innovations and get a glimpse into the technical and consumption trends of the industry. In this context, AWE launches the offline show ahead of the pack thanks to the well containment of Covid-19 within China.

Year 2021 marks the beginning of China’s 14th Five-Year Plan as well as AWE’s new decade. As the first of the top three global home appliance and consumer electronics shows that comes back offline, AWE2021 is also the first international home appliance and consumer electronics show organized during China’s 14th Five-Year Plan. With all eyes on, it reaches an all-time high in scale as well as exhibitor number.


Covering an area of 150,000 square meters, the six exhibition halls (Hall 1.2, 2.2, 5.2, 6.2, 7.2 and 8.2) of AWE2021 bring together nearly a thousand exhibitors from at home and abroad, including international heavyweights such as Gaggenau, Miele, GE Appliances, Bosch, Siemens, Fisher & Paykel, Panasonic, Sony, Sharp, AEG, Gorenje, ASKO, SMEG, Whirlpool, Hitachi, Philips, Laurastar, 3M, Pentair, Westinghouse and Shark, domestic big names such as Haier, Hisense, TCL, Skyworth, Konka, Meling, Gree, Aux, Fotile, Robam, Vatti, Vanward, Macro, Galanz, Joyoung, Supor, Lexy, Ecovacs, Meida, Golden Home, Marssenger, Sanfer, HEGII, Airmate and Flyco, technology giants and unicorn IoT companies such as, Flytek, 360, Tuya, Topband, Ayla, Xingluo Technology, Aispeech and SoundAI, and core component and material suppliers such as LGD, CSOT, GMCC & Welling, Jiaxipera, Nidec, Donper, Highly, Schott, Higasket and Saite.

After 10 years of development, AWE has consolidated its position and brand image, winning broad recognition from global home appliance and consumer electronics industry as well as related industries as a trend indicator and a market booster. The participation of international premium brands including Gaggenau and Miele shows the growing interest of international premium brands in Chinese market and AWE’s strategic value to them in their local expansion. Plus, the inclusion of kitchen cabinet manufacturer Golden Home and leading smart toilet manufacturer HEGII further extends AWE’s smart home ecology.

With an unprecedented scale and a strong exhibitor list, AWE is growing to be the largest global home appliance and consumer electronics show. It is ready for the upcoming new decade. As the first offline show amid the pandemic, AWE2021 will act as a confidence booster as well as an indicator for the high-quality development of home appliance and consumer electronics industry.

AWE displays smart life through interconnected scenarios

As a globally leading platform for smart life display, AWE2021 is divided into several exhibition zones including Smart Appliances & Smart Home, Consumer Electronics & Smart Technologies, Smart Kitchen, Ecology & Health, Beauty & Personal Care, and Cleaning Appliances to fully showcase the latest achievements made in cutting-edge technologies such as 5G, AI, IoT, big data and cloud computing, the integration of them with home appliance and consumer electronics industry, as well as the evolvement of the tech-powered industry ecology.


With the application of technologies such as AI, IoT, big data and cloud computing, home appliances and consumer electronics evolve from individual-product intelligence to scenario-based intelligence, from order-based service to proactive service. At AWE2021, enterprises showcase their interactive, scenario-based and customized solutions and IoT-powered smart interconnected life: Haier Smart Home provides users seamless scenario-based smart experience with a boundaryless ecology that integrates its resource providers; TCL employs its concept of “with a display panel outside and chips inside, a panel connects everything” and uses its AI-powered appliances to establish smart household scenarios that cover audio & video entertainment, cooking, home security and room ventilation in the living room, kitchen and bedroom; Hisense uses one third of its exhibition area to display its future smart life solutions from smart home, smart community to smart city, and releases its smart home APP at AWE2021 to deliver its smart life strategy.


With the joint efforts made by China Household Electrical Appliances Association (CHEAA) and leading home appliance and consumer electronics enterprises, the cloud-to-cloud interconnection (CIC) project is applied in more and more scenarios. At AWE2021, CIC project expands its scenarios from home to community and estate management, showcasing smart scenarios from smart home, smart community to smart estate management through cross-brand products.


Bringing together innovations made in the past two years, products displayed at AWE2021 show significant improvement in industrial design, intelligence, healthcare and environmental protection. Equipped with sensors and smart algorithm, products are getting more and more sensitive to user demands; the application of healthcare technologies into refrigerators, washing machines and kitchen appliances provides full health protection for consumers; built-in, packaged home appliances with integrated functions and aesthetic elements are also displayed at the show. Plus, a large number of air conditioners showcased at AWE2021 are beyond Grade 1 level of China’s new national standard, which shows the technological upgrades and breakthroughs the industry has made in cooling technologies. Cutting edge TV products including 8K, Mini LED, Micro LED, OLED, laser TV, rollable TV and transparent TV create ultimate experience for users while inject more vitality to the industry. Air conditioner with dedicated outdoor air system, electric vacuum cleaner and mop, smart processor, multi-function cooker, smart tea maker and foldable washing machine are also showcased at AWE2021. It shows the industry’s efforts to create new demands amid the supply-side reform.

AWE has always been a platform for consumers to experience future lifestyle. Through AWE2021, an era of scenario-based, smart, interconnected life is coming.

AWE speeds up the digital remodeling of its super ecology

Amid the rising digitalization trend that is speeding up the restructuring of home appliance and consumer electronics industry, AWE goes with it. It develops an Applet on Wechat to allow visitors to watch AWE online, which builds a bridge between exhibitors and consumers and delivers the latest products on show to consumers first time.


AWE Live Stream Night Show will be launched on Tmall, and Kuaishou from 19:00 to 22:00 on March 23, 2021. With rounds of first releases of new products at AWE, it is designed to drive consumption through live stream sales. Covering an area of 150,000 square meters and with hundreds of enterprises live streaming at the same time, presidents of enterprises will recommend best home appliances and consumer electronics to consumers along with celebrities, internet celebrities and livestreaming celebrities.

To expand the recognition of AWE among consumers, AWE has been actively joining hands with more and more cross-boundary partners including Baidu, AutoNavi, Zhihu,,, and that covers consumption guidance, recipes and home furnishing and decoration. Cooperated with Yongda Media and Xinchao Media, AWE launches advertising campaigns that cover high-speed rail stations of major cities and more than ten thousand communities of Shanghai. Plus, large shopping malls of Shanghai also are covered with AWE’s advertisements thanks to the effort of AWE’s partner Shichuang Media. AWE is everywhere.


While speeds up its digitalization, AWE has also been speeding up the restructure of its super eco system.

As a critical part of AWE’s ecology, China Home Appliance Development Summit hosted by CHEAA has been officially renamed AWE Summit. For this year, the summit invites Jiang Feng, Executive President of CHEAA to share her insight into the new opportunities and targets of China’s home appliance industry in the beginning year of China’s 14th Five-Year Plan. Li Huagang, Senior Vice President, Chief Experience Officer of Haier Group, General Manager of Haier China, Xie Fan, Vice President of JD Group and President of Home Appliance Division of, Wang Cheng, Chief Executive Officer of TCL Industries and TCL Electronics, Matthias Ginthum, Member of the Board of Management, Chief Markets Officer of BSH, and Ma Guangyuan, renowned economist, economics PhD are also invited as keynote speakers to share their insights.

Concurrent events of AWE2021 also include AWE Award Ceremony, 6-Year Achievement Release Conference of CHEAA CIC Project, Evaluation Result Release of China Real Estate Finely Furnished Kitchen Demonstration Project 2020-2021, China New Retail Conference, 2021 China Household Electrical Appliance Industry Chain Conference, and 2021 China Environment & Health Household Electrical Appliance Summit. Plus, nearly a hundred press releases will be launched by enterprises.


During AWE2021, hundreds of major domestic media covering finance, technology, home appliance, home furnishing and decoration, 3C digital products and fashion including CCTV and Xinhua News Agency as well as KOLs (key opinion leader) and KOCs (key opinion consumer) will give AWE in-depth coverage.

AWE2021 is more than a technology show. It marks the start of a brand new decade for AWE, a digitalized, smart new era for global home appliance and consumer electronics industry, and a future smart interconnected life for consumers.


Jiang Feng says, AWE will remain its dedication into advancing the high quality growth of home appliance and consumer electronics industry and make innovations along with its partners around the globe in the digital age. It will provide innovative products and smart life solutions for consumers to establish a life full of happiness, and offer the wisdom and solutions of China to the global home appliance and consumer electronics industry.