IFA International 2019 Day 5 Edition






With CE China just around the corner,

what are the stakes for Sino-European

electronics business?







Dirk Koslowski

IFA Director

A recent report by Deutsche Welle indicates that Europe will

see an increase of €1.7bn in trade with China as a result of the

country’s trade war with the US. With CE China – IFA’s annual

trade event in China – just around the corner, we asked IFA

Director Dirk Koslowski how he sees business going this year in

the light of this, and the changing retail scenario in China.

The situation in China is not that

different from that of Europe at the

moment. We are facing some markets

where the industry is struggling in

terms of distributing their products

– especially branded products – to


Europe as an open market is not

protected by any specific tariffs, but

co-innovation doesn’t stop in Europe.

We need the American companies as

well as the Chinese companies, if it

comes down to microchips or displays.

But the consumer has to benefit from

co-innovating processes. There will

be some new opportunities, because

Chinese companies and Chinese

consumers used to be very focused

on the American market, especially

on Silicon Valley and all the co-called

IT giants which promoted and created

pretty good consumer solutions for

them. Today, especially with smarthome

appliances, products from

Europe are seen as quality-driven.

Do IFA and CE China serve similar


IFA is the launch pad for new products

and innovations for consumers, but it

also takes on the role of educating our

retail partners in how to upsell quality


IFA and CE China are based on the same

principles: we aim to empower the

global retail trade – our retail partners.

Especially in Europe, it comes down to

the likes of the MSH Group, Expert or

Euronics: mainly bricks-and-mortar

stores. And of course, it’s the same

story for our international partners like

Suning and Gome in China. We would

like to give them the chance to present

quality products to Chinese consumers

in a different way. Our idea of

distribution is not just selling products

through online channels. We promote

the bricks-and-mortar experience – the

hands-on experience for consumers,

otherwise the upselling process is

not possible. In this sense, business is

moving away from online distribution

up to a point, moving back to bricks

and mortar activities again. That’s what

Tmall is doing; and that’s what JD.com

is looking for in the near future.

Tell us about the move of the CE China

show to Guangzhou.

We decided to move to Guangzhou

after collaboration with the authorities

in Guangzhou – one of the most

traditional trade-show cities in China.

They have been successfully doing

shows there for over 50 years, primarily

dedicated to export. The difference

with what we are doing is that we are

trying to promote an import show

of interest to Chinese retailers and

consumers. And the timing is right for

CE China – just after IFA, which is the

perfect time frame for enabling the

markets to be ready for the end-ofyear

season, when more than 40% of

the entire year’s sales for electronics

will be done. And in China there is

also China’s famous shopping holiday,

Singles Day [November 11] which is a

very big buying time


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