NEWS
NEWS IFA 2008 – THE INTERNATIONAL MEETING PLACE… by Mark Dezzani Download Video at w w w.ifa-international.org Dr. Rainer Hecker Chairman of the Supervisory Board, gfu Dr. Christian Göke COO, Messe Berlin Dr Reinhard Zinkann, Chairman of the Board Division Home Appliances of ZVEI Hans-Joachim Kamp Vice President, ZVEI Jens Heithecker Director IFA “The strategic importance of IFA makes it the international meeting place for the media and visitors, but above all it is the world’s pre-eminent platform for the industry and for specialist dealers,” says Dr. Christian Göke, Chief Operating Officer of Messe Berlin. “The number of exhibitors from other countries this year is among the largest in recent years,” says Dr Göke, adding “This substantial increase in international exhibitors is not an accident, it is the result of many years of hard work on international markets. Our success in increasing the international dimension of IFA is confirmation of our basic strategy. All the indications are that this will be a successful event. With orders last year totalling € 2.75 billion, IFA is the main European market place and one of the largest in the world for the Consumer Electronics (CE) sector. In addition to strong representation from the trade and industry in the European core markets, IFA is also becoming increasingly important as a marketing instrument and a platform for presentations from companies in Asia and America. Foreign exhibitors account for more than 66 per cent of the total, and their involvement has helped to make IFA an even more international event”. Dr. Rainer Hecker, Chairman of the Supervisory Board of the gfu, which organises IFA, explains, “The successful IFA concept forms an excellent basis for the long term success of the industry and for dealers. We shall be providing visitors with a very broad, high quality range of brand products in Berlin. IFA has established a reputation for introducing a whole range of new technologies and products. Moreover IFA provides a unique forum for announcing new developments in media policy.” IFA BECOMES THE ULTIMATE “LIFESTYLE SHOW” by Mark Dezzani Commenting on IFA’s diversification into the Home Appliance market, Hecker says, “IFA has been about Consumer Electronics, but as of this year it is about Home Appliances as well. IFA is about strong and important brands and is now the biggest event for home appliances. IFA is not just presenting novelties, but deals with the consumers’ fascinations and emotions. We have interesting and dare I say ‘sexy’ products such as intelligent coffee makers and fridges with TV screens, enhanced with interesting showcases such as product demonstrations with celebrity chefs. The inclusion of Home Appliances has not only enlarged IFA, but it has enriched it as well.” Dr. Reinhard Zinkann, Chairman of the board for the Home Appliances division of ZVEI and CEO of Home Appliance company Miele explained why ‘White Goods’ have been incorporated at IFA. “Most trade partners have white and even sometimes grey (computers). IFA is a ‘Who’s Who’ for world class brands. It is one of the best known trade fairs in the world and has a strong tradition for product launches and first time presentations. The huge media coverage that IFA generates is of immense benefit for exhibitors as is the fact that it is an event where their customers can also attend.” 4 www.ifa-international.org IFA International • Friday, 29 th August 2008
NEWS ADDITION OF HOME APPLIANCES TAKES IFA TO NEW HEIGHTS “…THE IDEAL PLATFORM FOR ALL THE WORLD’S LEADING BRANDS…” by Mark Dezzani “With the addition of Home Appliances, this year’s edition of IFA is the strongest ever,” enthuses Dr. Christian Göke, Chief Operating Officer, Messe Berlin. “It has never been this big in space terms, with an extra 11,000 square metres of temporary space added. It is the right decision and a logical step to add Home Appliances because in their everyday life, consumers do not differentiate between Consumer Electronics and Home Appliances.” Dr Reinhard Zinkann, president and co-owner of Miele and ZVEI Chairman of the board for the Home Appliances Division says, “Europe is the world’s largest market for electrical domestic appliances, which is why we need a strong trade show in Germany. IFA is one of the most important trade shows anywhere in the world, which makes it the ideal platform for all the world’s leading brands.” Dr Zinkann underlines the fact that domestic appliances making their first appearance at IFA reflect a worldwide trend for more comfort in the home and for healthier eating. “The trend towards healthier nutrition, using methods intended to retain more nutrient properties, is reflected by the keepfresh systems of modern refrigerators and by steamers, either stand-alone or built into ovens.” He further explains that current levels of economic performance in the home appliance sector are very varied. There are downturns in important markets such as Italy, Spain and the UK, but by contrast growth in France and Eastern Europe. “In Germany, growth during the first six months of the year was close to three per cent, and despite general consumer reticence we expect an overall annual increase of four per cent. The rising demand for brand name appliances and for quality will sustain this growth.” The Environment at the Heart of Concerns Environmental concerns including political agendas and social discussions about CO 2 emissions and climate protection are influencing consumer trends says Zinkann. “There is a wide gulf between the willingness to purchase environmentally friendly products and concrete action in this respect. Demand is failing to Home Appliances at IFA - Why? Majority of retailers offer CE and white goods 50% 20% keep pace with supply, and a combination of efforts and measures by the industry, the trade, politicians, consumer organisations and the media is needed to overcome this discrepancy.” Research indicates that whilst 75% say that they are prepared to buy more efficient devices that benefit the environment, only 17% actually do so. While consumers are in favour of more energy efficient appliances, they do not want to renounce user friendliness & stylish design features, according to Helmut Sailer, Director Marketing & Communication, Bosch. “It is important that products are oriented to human beings including their ecological concerns. Whilst there is a large gap between those who wish to acquire more ecofriendly appliances and those who can afford to replace old but working equipment, rising energy prices will motivate consumers so that we will see that gap close considerably over the next two years.” Commenting on the inclusion of home appliances at IFA, Bosch’s Sailer says, “This is our first time at IFA with white goods and we are absolutely happy to be here. IFA’s inclusion of home appliances is good for us and for the whole white goods industry. It enables us to present new products in new surroundings both to dealers and end clients in one fair. We are expecting a minimum of 3,000 dealers (national & international) and many more as they are often accompanied by sales people.” attractive platform for international dealers, buyers, consumers and the industry as a whole,” concludes Dr. Christian Göke, Chief Operating Officer, Messe Berlin. “With impressive presentations for visitors and the trade, the new exhibitors from the domestic appliance WHAT MOBILE TV TECHNOLOGY IS MAKING ALL THE NOISE AT IFA?? industry will be providing evidence of their market strengths. They will also expand the portfolio of the leading trade show for consumer electronics with exciting presentations that also exert an emotional appeal, as well as providing a new way of learning about their products.” CE & white goods retailer pure CE retailer pure white goods retailer 30% “The combination of consumer electronics and home appliances creates an unprecedented diversity, making IFA the most IFA International • Friday, 29 th August 2008 www.ifa-international.org 5
