As head of the international arm one of the world's biggest consumer electronics retailers, Steven Zhang's job is to follow the latest tech trends. And when CGTN Europe asked him what was the next big thing, he was categorical: domestic appliances.

Long overlooked in favor of smaller and flasher devices such as phones, TVs and wearables, Zhang who is chairman of China's Suning International, says changing personal habits mean white goods are poised to become fashionable.

"As people try to live in a more individualized, tailor-made environment, any products that eventually become suitable in the home that give you a unique experience give the consumer more excitement," he said.

A younger generation of consumers, who grew up with colorful and distinctive digital content, is looking for the same kind of identity in all of the products they buy, Zhang observed.

He highlighted a small washing machine produced by  Chinese home appliance manufacturer Midea which became one of Suning's best-sellers in 2019. The appliance features a Micky Mouse logo and can hang on the wall, like a painting. 

"For a lot of young families, who don't have kids, were born after the 1990s, who don't even need to wash their clothes too much every day, having this kind of smaller devices at home saves a lot of space for the house but at the same time adds a lot of flavor to their living." 

Zhang, who is also chairman of Inter Milan football club, says that collaborations between intellectual property owners and manufacturers can lead to products that stand out in the market and appeal to customers who demand the sort of design-led experience pioneered by Apple.

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