CE China Daily 2018 - Day 3 Edition

DAY 3
SATURDAY
5 TH MAY 2018
By Cleverdis,
the publisher of
IFA International
BUYERS’ GUIDE
TVs
CE China:
Innovation Drives Market
New product ideas meet new retail strategies in a heady
cocktail for success
GOOOOOOOAL!!!
The Soccer World Cup is
set to drive the market
for 4K TV throughout
Asia-Pacific and indeed
the world, resulting in
very healthy sales this
year. Find out what key
innovations you should be
looking for in TVs today in
our buyers’ guide.
Read page 7
Orient Zhu
Vice-President, IDG China
Read page 5
With the greater part
of all the world’s most
spectacular innovations
in the field of technical
consumer goods having
been announced over the
past decades at IFA Berlin,
CE China is following
suit with its own share of
“smart” solutions.
As a meeting of minds,
it has yet again become
clear this year that the key
to success in this business,
just like many others, lies
in innovating, and having
the right contacts to get
to market. It’s as simple as
that.
Analysts have underlined
the fact that today more
than ever, innovation
is what drives markets,
and never before has this
been more the case in
WHEN
TIMELY
PRODUCTS
MEET CLEVER
DISTRIBUTION,
THAT’S
CALLED CE
CHINA!
the field of retail as well.
Working as a catalyst in
this field is a specialty not
only of organisers Messe
Berlin, but also of their
key partner on this event,
IDG (see our exclusive
interview, page 5).
When timely products
meet clever distribution,
that’s called CE China!
TRADE TALK
HOME ENTERTAINMENT
Sophia
Tsao
Vice President,
Newegg Global
Marketplace
Chinese consumers
heavily utilize mobile
shopping through
chat applications and
prefer very contentrich
product pages.
(…) Considering these
and other elements,
Newegg has developed
a truly native mobile
app tailored for the
Chinese consumer.
» Read page 4
Thomas
Ruff
Managing Director,
Intepas, German
distribution agency
of YAMAZOKI
We want to activate
more senses than just
hearing (…) That’s the
way the company has
developed wireless,
mobile speakers
which are unique,
high-quality, easy to
handle, sexy, and that
can be described by a
single word: lifestyle!
» Read page 6

NEWS
PREFACE
Richard Barnes
CHINA:
ON THE CUTTING
EDGE
Virtually all the conference sessions at the recent IFA
Global Press Conference in Rome echoed and chanted
the same thing: “China leads the world in the adoption
of new tech ideas”. In all fields of technical consumer
goods, and indeed in the retail environment, nowhere
else in the world is the buying public more “new tech
friendly” than China. In the streets, on the metro or at
home, the Chinese consumer seems totally at ease with
smart home, smart this, smart that… in fact one might
say that China has become a smart, smart, smart, smart
world in its own right. So where better for the world’s
innovators to place their smart wares on show than right
here?
Now in its third year, it has to be said that the quality
of innovations on show at CE China and the quality of
the stands has taken a leap in the right direction. And
our feedback so far from exhibitors regarding the value
of their meetings and business agreements has been
excellent. All the best for the last day of the show!
HAIER:
Smart Products
- Smart Life
Chinese manufacturer Haier is hosting
an impressive stand at CE China 2018,
as its management says the show is an
“ideal platform” to conduct business
and to showcase latest innovations.
Haier’s product presentation focuses
on latest smart home products as part
of their “Haier U+ Smart Life” brand.
Zhao Feng, VP and CTO of Haier Home
Appliances Group said, “CE China is
the Chinese satellite of the world’s
biggest and most influential trade
show for consumer electronics and
home appliances - IFA. CE China offers
the ideal platform for the development
of the home appliance manufactures
in China. In 2018 Haier presents the
“Haier U+ Smart Life”, including the
following four zones at CE China:
Smart Living, Smart Kitchen, Smart
Bath and Smart Sleeping. Furthermore,
Haier’s seven home solutions for
air, water and safety, as well as the
international high-end brand Casarte
are on show. Each display area
is accompanied with technology,
intelligence and style. Based on the
U+ Smart Life X.0 Platform, Haier
Smart offers international consumers
“the solutions for a beautiful life”
» STAND 9A02
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CE China Daily • Saturday 5 th May 2018
3

TRADE TALK
NEWEGG
HAS DEVELOPED
A TRULY NATIVE
MOBILE APP
TAILORED FOR
THE CHINESE
CONSUMER.
Newegg Global Marketplace was founded in 2011 as
an expansive business unit of Newegg.com. We asked
Sophia Tsao to give us the inside line…
Having been a PC components
and electronics retailer since
2001, our core business built
up a loyal and tech-savvy
customer base of over 36
million customers, who are
always looking for the latest and
greatest in tech products. Our
technical expertise that began
with consumer electronics and
computer hardware has now
personal invitation to qualified
sellers to come on-board and
operate a seller account.
As a basic requirement, sellers
are required to have a legitimate
business license, backed by
a dedicated customer service
line, and an operation that
fulfils orders within 72 business
hours. Aside from these basic
Companies looking to
penetrate the Chinese market
need to understand how the
demographics and ecosystem
operates because it’s uniquely
different than how the U.S.
market operates. Chinese
consumers, for example, heavily
utilize mobile shopping through
chat applications and prefer very
content-rich product pages. A lot
of how they access information
and make a purchase is through
their mobile device. Considering
these and other elements,
Newegg has developed a truly
How Marketplaces are
Accelerating Cross-Border Trade
Exclusive Interview – Sophia Tsao – Vice President – Newegg Global
Marketplace
Sophia Tsao
Vice President,
Newegg Global Marketplace
grown to other tech-related
fields such as home automation,
virtual reality, automotive
electronics, health-tech, drones
and STEM (Science, Technology,
Engineering, and Math),
sourcing products from both 1P
and 3P partners. Incorporating
this hybrid model offers our
customers a premier and wider
product assortment. As our
assortment grows, we recognise
the growing demand of our
international customers seeking
products from different parts of
the world, which propelled us
to open our platform to more
than 50 countries. Consumers
and sellers alike are now
connected to products globally
through a single e-commerce
platform. A localised look
and feel invites familiarity and
trust. We’re proud to say that
consumers who previously had
no access to certain products
are able to obtain them through
Newegg, while experiencing top
notch service.
How does your marketplace
work, and how is this kind of
activity developing?
Newegg is an invite-only
marketplace. We examine each
seller application carefully,
reviewing various factors such
as product assortment, content
quality, price competitiveness,
and seller rating. We extend a
selling requirements that ensure
quality of product and service to
Newegg customers, there are no
other requirements.
Newegg operates its online
Marketplace platform by making
ecommerce easy. The Newegg
advantage is that the seller could
pay a single commission rate,
which includes services such
as digital marketing, effective
merchandising, local return
service, local customer service,
payment processing and fraud
prevention. Newegg makes
selling to the U.S., China, and
globally to over 50 countries
easy, sellers can manage all their
online business transactions
though one Newegg Seller
Portal. Newegg Marketplace
also removes typical barriers to
entry caused by high security
deposits or unknown promotion
co-up fees. Sellers have access to
various logistic services powered
by Newegg ensuring seamless
cross-border transactions. All of
these things offered have one
goal in mind, provide the best
customer experience possible.
For more details on commission
rate with Newegg Global, sellers
can visit www.newegg.com/
sellers.
So how can companies trying
to get into the Chinese market
proceed?
native mobile app tailored for
the Chinese consumer.
The ttHigo app and ttHG.
com target a key niche within the
Chinese marketplace, offering
competitive pricing and first-tomarket
availability on authentic
branded goods. ttHigo provides
a localised shopping experience
while offering quality customer
service and a satisfaction
guarantee that is synonymous
with the Newegg brand.
Through ttHigo, sellers are
presented a simple commission
rate that houses all the services
required for success.
What are your thoughts
about the CE China show,
and its official show daily CE
China Daily?
The CE China show looks
to be a promising event for
Newegg since it connects us
to international manufacturers
eager to enter the Chinese
market. Additionally, it presents
opportunities for us to see what
new technological developments
specific to the Chinese
consumers will be presented.
We’re happy to be partnering
with a thought leader such as
CE China Daily that is devoted
to highlighting trends in the CE
space in one of the world’s most
important markets
4

EXCLUSIVE INTERVIEW
CHINA’S CONSUMER ELECTRONICS
MARKET HAS ALREADY SURPASSED THE
US MARKETS SINCE 2013 TO BECOME
THE LARGEST CONSUMER ELECTRONICS
MARKET IN THE WORLD
Orient Zhu
Vice-President, IDG China
A Key Partner
IDG China and the CE China show: a close cooperation
IDG China has been a key
partner of the CE China
show since its inception. We
asked Vice-President Orient
Zhu to tell us more about
the background to this
cooperation.
IFA is the largest electronics fair
in Germany currently, in which
international major brands will
exhibit their latest scientific and
technological innovations and it
thus incurs great attention from
all over the world. Each year, IDG
holds nearly 700 international
meetings in 67 countries. Since
2010, IDG has been an annually
positive participant involved in
the IFA Global Press Conference.
The inception of its official
cooperation with the organisers
of IFA dates back to 2014. In that
year, IDG established the “Technical
Innovation Award (TI Award)”,
together with the German Chamber
of Industry and Commerce, aiming
to make publicity for IFA exhibitors
such as Bosch, Siemens, Samsung,
Sony, HTC, LG, Haier, Midea, ZTE,
Grundig, Miele, CEC (Great Wall
Computer), Changhong, Galanz,
Hisense, Philips and DJI. More
importantly, IDG and IFA share an
optimistic attitude towards the
future development of China’s
consumer electronics market, and
that’s how we reached a pleasant
agreement to work together on CE
China.
What are your latest studies
showing about the way Chinese
buyers perceive European and
other foreign products in this
sector?
Well, this can be analysed from
two aspects. First, the technology
innovation and brand effect of
foreign manufacturers are well
recognised in China.
For example, Midea’s acquisition
of KUKA is accompanied with
the successful occupation of the
domestic market by means of
KUKA’s world-leading robotics
business. Foxconn, working with
Sharp and Nokia, has been able
to achieve an obvious increase in
sales of its own branded products,
leading to the growth of group
profit margins. On the other
hand, China has overwhelming
advantages in the supply chain,
with a competitive capacity of
transforming products into end
results swiftly and delivering
them to the whole world at the
right price. Besides this, China’s
consumer electronics market has
already surpassed the US markets
since 2013 to become the largest
consumer electronics market in the
world, which results in the fact that
now domestic buyer groups do not
just focus on product purchasing
and distribution. Instead, they
prefer cooperation since the
beginning and power-and-power
combination.
What activities are you
undertaking or promoting at CE
China this year?
Since CE China entered China
in 2016, IDG has been planning
industry forums and making
publicity strategies to promote CE
China every year, and this year is no
exception.
This year, we will be more focused
on CBD, industrial park, and other
related offline fields to perform
oriented advertising. Meanwhile,
IDG is making use of its own
database and new media resources
to expand the influence of CE
China. In the future, we even plan
to hold an international consumer
electronics leading summit during
the period of IFA.
Why do you believe CE China
will increase in its success rating,
and what is your vision for the
future of the show?
There are two reasons as follows.
Firstly, as one of the largest global
activities accompanying IFA, CE
China creates a communicating
platform for international exhibitors,
domestic retailers and consumers.
Exhibitors can realise their goal of
increasing product sales in China
and other Asian regions through
the communication and exhibition
of new products. Secondly, CE
China is not merely a technology
or export exhibition. It emphasises
international brands, the products
themselves and the consumer
demand, which means it plays
a significant role in accelerating
China’s consumer electronics
brands to step into global markets
and overseas brands into China. It
is believed that the organisers, IFA,
and IDG, will make joint efforts
to construct CE China as the
No.1 platform to bring together
exhibitors, retailers and consumers
in China in the future
CE China Daily • Saturday 5 th May 2018
5

HOME ENTERTAINMENT & COMFORT
SINOSHINE
STAYING WARM EVEN WHEN
THE SUN DOESN’T SHINE
Along with sister brand Boyre, Dong Guan City Sinoshine
Technology Co, Ltd is reaching out to new markets thanks
to CE China.
Thomas Ruff, Managing Director, Intepas,
demonstrating the MOKTAK Bluetooth
speakers at CE China.
YAMAZOKI MEETS
POTENTIAL CHINESE
PARTNERS @ CE CHINA
Hot on the heels of an announcement that the brand
is henceforth distributed in Iran, YAMAZOKi and their
MOKTAK PRO are at CE China this year talking to potential
partners in this part of the world.
YAMAZOKi is a German company
founded in 2014, developing
mobile Bluetooth speakers which
fit perfectly into modern stylish
life and ambiance. YAMAZOKi
develops products with a pure
focus on individual design, unique
pleasure of music and high
operator convenience, aiming
to bring even more colour into
everybody’s life.
YAMAZOKi’s MOKTAK - mighty
speakers like no other – portable,
foldable, stylish and with stunning
sound reproduction, connecting
to all devices via Bluetooth –
were originally launched in 2014,
and immediately gained a lot of
attention with the mobile and
trendy younger generation, all
around the globe. The unique
design, influenced by the wooden
percussion instruments of Buddhist
monks, and the brilliant colours are
eye-catching and have supported
the international sales success in a
very competitive market.
In September 2015, the MOKTAK
Pro was unveiled during IFA show
in Berlin, with the same stylish
6
appeal but with clearly enhanced
performance. Amazing stereo
sound reproduced everywhere
with impressive bass, on the go,
during sports activities or in leisure
times. The foldable speakers
consist of two hemispheres which
close to a well-protected ball via
magnetic clips, easy to transport.
The bendable bar between the
two sound speakers serves as a
handle.
“We want to activate more
senses than just hearing”, said
Thomas Ruff, Managing Director
of German distribution agency
Intepas, adding, “Through the
remarkable design and pleasurable
feel of the surface, for example,
the MOKTAK Bluetooth Speaker
activates the senses hearing, touch
and sight. That’s the way the
company has developed wireless,
mobile speakers which are unique,
high-quality, easy to handle, sexy,
and that can be described by a
single word: lifestyle!”
» STAND 9A03
Founded in 2004 and
headquartered at Dalang
Town, Dongguan City in China,
Sinoshine is a hi-tech enterprise
providing product research and
development, site production,
sales and marketing. With annual
sales growth of around 20%,
the company has become a
leading enterprise in the heating
physiotherapy home appliance
sector in China, and over the
past few years have been making
inroads to Europe.
The company is mainly engaged
in the production of heating
products such as high-voltage
heating blankets, low-voltage
heating blankets, heating shoepads,
heating garments, heating
pet beds, foot warmers with
massage function, porcelain
bead physiotherapy, heating belts
with lithium battery operated
and all types of Electro-thermal
therapy items. Their products are
labelled with independent R&D
and IPR, and fabric materials
used are complied with Oeko Tex
certification, standards of RoHS,
Reach and PAHs.
All products fulfil different
countries’ required safety
standards, including CQC Safety
Certificate issued by China Quality
Certification Centre, CE and GS
certificates issued by German TUV
and SAA and C-Tick certificates.
Products are already distributed in
various countries such as Britain,
Germany, France, Italy, Spain,
Sweden, Holland, South Africa
and Australia.
Currently, the company has nearly
500 employees, with production
area of 18,000 m2, and 10
production lines, with yearly
output of 2.5 million small home
appliances of all types.
Sinoshine Technology is dedicated
to launching “exquisite, innovative,
safe and healthy home appliances”
onto the global market. With
the corporate philosophy
“manufacturing heating home
appliances, sending warmth to
all people around”, Sinoshine’s
aim is to continue to research and
develop environmentally friendly
products with new low-voltage,
lithium battery operated and
infrared products, while equipped
with safer and compatible therapy
functions in a bid to create a highquality
life for consumers
» STAND 9B69

BUYERS' GUIDE
TVs
THE GLOBAL
TV MARKET
Market analysts GfK expect an
increase of 6% in the global TV
market in 2018, up to 236 million
units, one of the highest growth
rates in recent years. Sales of ultra
HD TVs are growing continuously.
For 2018, GfK forecasts nearly
100-million UHD TV sets sold. This
means a turnover close to US$80
billion and a growth of 38% in
units, or 35% in value.
This growth is far bigger than the
year before. More than 40% of
all TVs sold in 2018 will be Ultra
HD TV sets. UHD TV sets are very
popular in the Asia-Pacific region,
where about 46% of UHD TV
sets were sold, followed by North
America with 21% and Europe
with 20%. The World Cup will of
course be a big driver for 4K TV.
45 million UHD TVs are expected
to be sold in APAC in 2018 (+31%
growth y/y).
STATE OF PLAY
The consumer TV market is still dominated
by traditional LCD TVs with LED illumination,
but displays using self-emissive OLED
technology are increasingly common,
especially in at sizes 55-inch and above. Good
news for consumers is that as the number
of OLED-supporting brands is growing, so is
the choice of sets available, with competing
styles, processing skills and smart talents.
At the same time, developments in panel
design and LED backlighting mean LCD is
up to the challenge.
INNOVATIONS TO LOOK FOR AT CE CHINA
HYBRID LOG-GAMMA
This HDR (high dynamic range)
format has been approved by the
Digital Video Broadcasting steering
group, paving the way for a future
of over-the-air HDR broadcasts. A
benefit of Hybrid Log-Gamma (also
known as HLG) is its backwardscompatibility
with non-HDR TVs,
and its potential for live broadcasts,
particularly sports. While many
manufacturers have been able to
add HLG support to previous TV
ranges through firmware updates,
this year such functionality will
be present out-of-the-box.menu
suggestions via smartphone
technology.
HIDDEN AUDIO
Sound quality remains a key
factor for TV buyers, as does
design, so manufacturers are
seeking to boost the former
without affecting the latter.
One solution, seen in Sony’s A1
Bravia TVs, is using the panel as
a speaker itself and hiding a bass
driver in the stand. Meanwhile,
TVs from LG and Panasonic
feature external sound-bars for
improved sonic performance.
3D sound format Dolby Atmos,
now adopted by TV and games
industries as well as Hollywood,
provides even greater scope for
manufacturers to push the sound
envelope.
INNOVATING @ CE CHINA
THE BIGGER THE BETTER
Screen sizes have grown
larger to make use of the
sharper, clearer pictures of 4K
content, with flagship 42-inch
TVs of ten years ago looking
insignificant compared to today’s
mega-screens. This growth
trend shows no sign of slowing
down. 65-inch has become the
sweet spot not only for premium
ranges but more affordable
‘step-down’ lines too. Look out
for vision-filling sets as large
as 88in, such as Samsung’s Q9
QLED model.
By EISA member, Mark Craven, Home Cinema Choice
EXPRESS LUCK
– BE SMART – ODM FROM SHENZHEN
Express LUCK, located in Shenzhen, is one of China’s top 10
consumer and business display manufacturers, integrating
sales & marketing, R&D and manufacturing to provide fast
and efficient ODM services.
THE FUTURE
As HDR content from disc, streaming,
gaming or broadcast TV becomes
more widespread, TVs are set to
get brighter, in conjunction with
wider colour technologies, to deliver
optimum picture quality.
And, while 4K is here to stay, 8K
resolution displays at screen sizes
65-inch and above are destined to hit
the market as we build towards the
2020 Olympics, already earmarked
for 8K broadcasting in its host
country, Japan.
QLED TV FROM SQY
– SUPER QUALITY FOR YOU
Chinese brand SQY (Shenzhen Qiyue Optronics)
is a company integrating design, research and
development, production and sales. They’re
showcasing a premium series QLED TV at CE China
this year.
KEY SELLING POINTS
• Slim design: Very sim TV body, as well as super
narrow bezel design
• Audio: a high-end audio system is included with
excellent speakers
• QLED quality: 180° viewing angle thanks to new
QLED technology
» STAND 9B62
KEY SELLING POINTS
• Up to Date: TVs include Android 7.0/7.1 Nougat
• Fancy and friendly UI: Front page includes “what’s
new”, featured apps on the app store, and preinstalled
apps.
• Fun: Gameloft Asphalt Nitro is pre-installed free of charge
» STAND 9B81
CE China Daily • Saturday 5 th May 2018
7