Munich | Germany is bearing the brunt of China’s export re-routing. For ProAV and Digital Signage, the defense is professionalization: stronger compliance, service-led models, and clear TCO narratives. In a flood, higher ground is built on trust and outcomes - not on the cheapest hardware.
Screens: Germany Feels the Brunt of China’s Export Flood
Germany’s ProAV and IT hardware market is under mounting pressure as Chinese exports pour into Europe according to latest figures of the Federal Statistical Office Germany. With U.S. tariffs blocking access to North America and domestic demand in China weakening, manufacturers are aggressively targeting the EU-Germany in particular. While official statistics don’t break out ProAV in detail and industry data arrives with delay, anecdotal evidence from the channel confirms a sharp rise in B2B visual solutions from Chinese brands entering the German market.
China’s export engine is running hot. In November, exports to the EU rose by 14.2 percent compared to the previous month and by 11.8 percent year-on-year. Shipments to Germany grew even faster, up 15.5 percent month-on-month and 12.6 percent year-on-year. Overall, China’s exports increased by 5.9 percent in November, pushing its annual trade surplus past the one trillion US dollar mark for the first time. This surge is not coming from the U.S.-tariffs and geopolitics keep that door shut. Instead, Europe is absorbing redirected supply at aggressive price points.
China’s weakening domestic demand meets expanding production capacity – a mismatch solved by exporting more, and cheaper. For ProAV and Digital Signage, this means price-driven offers across LED and LCD, often bundled with CMS or remote management tools. LED walls and large-format displays shipped with aggressive bundle pricing.
Beyond Hardware
But the lowest price rarely equals the lowest cost. Integrators and end users face hidden risks such as insufficient compliance and certification, including CE, WEEE, RoHS, cybersecurity baselines, and energy labeling that must be verified beyond paperwork. Lifecycle risks like limited firmware updates, weak RMA processes, and poor spare part availability add complexity. Sustainability shortfalls – especially repairability and recycling obligations – can create downstream liabilities.
What to Watch in 2026
Looking ahead to 2026, price volatility will remain a defining factor as Chinese capacity continues to chase volume. Regulatory tightening around energy labels, cybersecurity, and right-to-repair will raise the bar for market access. Service differentiation will become the key battleground, with MSP-style offerings separating sustainable ProAV businesses from box movers. Consolidation pressure will intensify as distributors and integrators caught in low-margin traps face mergers or strategic repositioning.
