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BROUGHT<br />
TO YOU BY<br />
NEWS<br />
<strong>2019</strong> MARKET<br />
DEVELOPMENTS<br />
Challenging new market<br />
dynamics… and opportunities as<br />
<strong>IFA</strong> <strong>2019</strong> opens its gates<br />
This year’s <strong>IFA</strong> opening<br />
press conference saw Hans-<br />
Joachim Kamp, Chairman of<br />
the Supervisory Board of gfu<br />
Consumer & Home Electronics<br />
GmbH, outlining a highly<br />
challenging market dynamic<br />
facing the sector as this year’s<br />
show opens its gates.<br />
Kamp stated that during <strong>2019</strong>, <strong>IFA</strong>’s key<br />
markets are not developing in lockstep:<br />
“For consumer electronics, the industry<br />
expects global sales of €740bn, a decline<br />
of around 1.8%. In contrast, the global<br />
market for household appliances is growing<br />
strongly. Market researchers expect small<br />
electrical appliances to grow at a pace<br />
of around 9.4% to just under €90bn, while<br />
sales of large electrical appliances will<br />
grow 2.2% to just under €182bn.<br />
A total sales volume of more than one<br />
trillion euros – €1.011tn to be precise<br />
– is forecast for the global market for<br />
technical consumer goods. Despite the<br />
difficult context of trade wars, Brexit<br />
and a global economic slowdown, overall<br />
the global market appears to be stable.<br />
However, all these factors, says Kamp, make<br />
it challenging to reliably forecast future<br />
market developments.<br />
Analysts GfK have released a number of<br />
important surveys in time for <strong>IFA</strong>. One of<br />
the main findings of the global technical<br />
consumer goods market survey published<br />
this week is that the “significance of<br />
experiences driving purchases and<br />
powering the market is becoming more<br />
important”. The survey names five trends<br />
that are driving markets: performance,<br />
simplification, premium (pamper me),<br />
borderless shopping, and developing<br />
economies.<br />
According to the GfK FutureBuy study,<br />
65% of survey respondents agreed with the<br />
statement: “The consumer feels more in<br />
control than ever before when choosing the<br />
best products”. The same study reveals that<br />
53% of consumers appreciate experiences<br />
more than possessions.<br />
Nevin Francis, GfK expert for the TCG<br />
industry explains: “Key trends like<br />
performance features delivering rich<br />
experiences; products simplifying our<br />
busy lives, and certain premium products,<br />
which are a reflection of the consumer’s<br />
aspirations – are all resulting in rich<br />
experiences. Whatever the reason for<br />
choosing to buy a product, being able<br />
to purchase it on any channel, from any<br />
location at any time of day or night is<br />
equally essential – hence the unstoppable<br />
rise of borderless shopping.”<br />
With its growing order volume, <strong>IFA</strong> will<br />
continue to drive growth in international<br />
and national markets<br />
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