The new lineup, which spans televisions, refrigerators, and climate control, focuses on what the company calls seamless technology—systems that function in the background to simplify daily routines. The Q60S Pro TV, for instance, features the LeDong AI sports platform, while its new air conditioners utilize human-sensing sensors to adjust airflow based on individual movement and habit. These tools aim to reduce user input rather than increase technical complexity.

To bridge the gap between Chinese engineering and European consumer habits, Changhong is leaning into cultural and athletic markers. The company has integrated giant panda imagery into its AI assistant interfaces, providing a visual nod to its Sichuan heritage. Simultaneously, the CHiQ brand is cementing its local footprint through high-profile sponsorships, including the FIS Ski World Cup and the German Ski Association. By aligning its technological narrative with the speed and outdoor spirit of alpine sports, Changhong is attempting to transform its status from a distant manufacturer into an embedded part of the local lifestyle.