I NEWS IEDITORIALRichard
I NEWS IEDITORIALRichard BarnesEditor-in-Chief,IFA InternationalAt home needs and digitisation power industryWhile IFA is taking place in very unusualcircumstances this year, it has to be said thatthe market has not been hit as hard as someother sectors. A report released at IFA byGfK demonstrates that the value of the globalTechnical Consumer Goods (TCG) market fell by5.8% in the first half of 2020. This relatively smalldecline came as this market benefitted from “athome”needs and digitisation during lockdown.According to the report, volume sales of webcamssurged at one point by 297%, monitors by 120%and notebooks and computing tablets by 62%across France, Germany, Italy, Spain and GreatBritain. The result is the IT sector grew by 17.2%in value terms globally in the first six months of2020.When lockdowns were being initiated, consumersstockpiled frozen food, driving the immediatedemand for freezers. In the weeks betweenMarch 2 and March 22, volume sales grew by317% in Great Britain and by 185% in Germany.As consumers adjusted to life in lockdown, theneed for "entertainment at home" kicked in.Gaming notebooks witnessed strong volumesales of 55% and gaming monitors were up 62%in the first half of 2020.… An extraordinary new dynamic. Hard to keepup with... but not impossible... thanks to the IFASpecial EditionMorningby JensHeithecker BriefingDigital innovationand future mobility onthe stageJens HeitheckerExecutive Vice PresidentMesse Berlin Group /IFA Executive DirectorOpeningconference setspositive toneWelcome to Day 2 of theIFA 2020 Special Edition.Like yesterday, today will bevery rich in information andthought leadership, with ahighlight this morning beinga presentation by OpelCEO Michael Lohschelleron the SHIFT Mobilitystage. Following this, theGerman Federal Ministry ofEconomic Affairs and Energywill be announcing the "Digitalstart-up of the Year" awards,with winners receiving totalprize money of €110,000.And while these are “live”events, a lot more is happeningin the IFA Xtended Space.With this all-new digitalplatform, IFA 2020 SpecialEdition offers additionalvaluable access to the eventin Berlin for all who are onsite and those who cannotjoin this year's show on site.The IFA Xtended Space offerscomprehensive live streams ofkeynotes, press conferences,panel sessions, presentationsand virtual exhibitorpresentations. Trade visitorsand media benefit from firsthand-informationas well aspowerful matchmaking, givingthe opportunity to establishnew business contacts.Anyone wishing to participatein the virtual extension of theIFA 2020 Special Edition canregister free of charge via theIFA website (www.ifa-berlin.com)Kai HillebrandtPeter FeldThe opening conference at 9:30 am yesterdaysought to “cut through the noise”. IFA DirectorJens Heithecker introduced Kai Hillebrandt, theincoming chairman of gfu – organisers of theshow.“At around 6%, the global decline in sales in thefirst half of the year was quite moderate comparedto other industries. This is thanks to both theinnovative strength of our industry and the factthat the home electronics sectors offer a largenumber of technical products for staying at homethat have become increasingly in demand duringthe crisis,” said Hillebrandt.IFA International is a CLEVERDIS Publication.65 av. Jules Cantini - Tour Méditerranée,13006 Marseille, France• Tel: + 33 442 77 46 00• SAS capitalised at €155,750• VAT FR 95413604471 • RCS Marseille 413 604 471• info@cleverdis.com • www.cleverdis.comDuring IFA: Room Jena 5, intermediate floor,middle foyer between the halls 1.2/2.2 and 3.2/4.2.info@ifa-international.org • www.ifa-international.org• President & Publisher: Jean-François Pieri• Project Manager: Bettina Badon• Editor-in-chief: Richard Barnes• Art Director: Hélène Beunat• Design & Page Setting: Guillaume Vinrich• With the participation of: Siqiao Fan,Benjamin Klene, Huidi Wu>>> To contact them: first name.last name@ifa-international.org.com• Printing: Möller Druck und Verlag GmbH,Ahrensfelde OT Blumberg, Germany• Cover: © Opel© CLEVERDIS 2020 - Registration of Copyright September 2020. Information presented in this publication ispurely indicative in order to illustrate subjects contained therein. 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The publishers and editorial staff decline all responsibilityas to opinions formulated in this publication by those interviewed or cited therein. Their opinions are entirely their own,and are included with the understanding that they contain, to our knowledge, no malicious intent. The inclusion of all texts,photographs and other documents supplied by those included in this publication imply the acceptance by their authors oftheir free publication therein. Documents and photographs will not be returned. It should be understood that this publicationcontains forward-looking statements that involve risks, uncertainties and assumptions. All statements other than statementsof historical fact are statements that could be deemed forward-looking statements. Risks, uncertainties and assumptionsinclude assumptions relating to the timing of the recorded date. If any of these risks or uncertainties materialises or any ofthese assumptions proves incorrect, actual results could differ materially from the expectations outlined in these statements.Cleverdis assumes no obligation and does not intend to update these forward-looking statements during the period ofpublication. Photo Credits and Copyright: All Rights Reserved.Peter Feld, CEO of GfK, announced a newpartnership between his organisation and IFA.“Together, we firmly believe that we can reinjectsignificant growth for the industry into the market.”Feld says the key is in providing the “right signalfrom the noise”. He said with 83% of shopperschanging the way they buy since the arrival ofCovid-19, the three key elements affecting themarket are “disruption, acceleration, and dataoverflow”2 IFA INTERNATIONAL • FRIDAY 4 TH SEPTEMBER 2020www.ifa-international.org
I NEWS IPress Conferencesat IFA 2020People have spent a much larger amount of their time at home thisyear than usual. We asked Roland Hagenbucher, Managing Director,Siemens Home Appliances, what impact this is having on demandfor home appliances.Demand has risen significantly - wecan see that in our sales figures. Atthe same time, the results of a currentstudy by the Zukunftsinstitut (FutureInstitute) indicate thatthis development willcontinue. 20% of thetotal population want toinvest in their kitchensin the forseeable future,and even 30% of citydwellers, which meansevery third person.As the number 1 builtinappliance brand inEurope, we particularlybenefit from thenew appreciation forour own four walls.According to thestudy, 72% of city dwellers think a tidyapartment is important. This promotesthe demand for smart built-in solutionsand devices that disappear again afteruse, such as our new glassDraft Air. Thistrend was also there before Coronavirus,but it will continue. The experience ofthe past few months has intensifiedRoland HagenbucherManaging Director,Siemens Home AppliancesHome Appliances- a "sweet spot"20% OFTHE TOTALPOPULATIONWANT TOINVEST IN THEIRKITCHENSIN THEFORSEEABLEFUTURE (…)again, because if you spend a lot of timeat home, the kitchen will of course gaintremendous importance. Today, 55% ofthose questioned say that high-qualitycuisine gives them abetter attitude towardslife.What are the currenttrends in the field ofmajor appliances?The focus is clearly onsmart home appliancesthat make everydaylife easier - the addedvalue of intelligenttechnologies andnetworking haveproven themselvesespecially in the lastfew months - whetherwhile cooking or already shopping,thanks to large refrigerators withfreshness-keeping systems. But thetopic of design has also increased inimportance in the kitchen - the kitchenis a status symbol that has to meet everhigher demands on aesthetics andfunctionalityDAY 2 - 4.9.209:30 - 9:45 Messe Berlin & GfK Opening Conference Room 3²9:45 - 10:30 Miele Press Conference Conference Room 3²10:30 - 10:45 Room change10:45 - 11:10 Hyundai Hybrid Press Conference Conference Room 4²11:10 - 11:25 Room change11:25 - 12:10 Honor Press Conference Conference Room 3²12:10 - 12:25 Room change12:25 - 13:10 realme Press Conference Conference Room 4²13:10 - 13:25 Room change13:25 - 13:50 Neato Robotics Press Conference Conference Room 3²13:50 - 14:05 Room change14:05 - 14:30 Shelly / Allterco Robotics Press Conference Conference Room 4²14:30 - 14:45 Room change14:45 - 15:10 Tuya Smart Press Conference Conference Room 3²15:10 - 15:25 Room change15:25 - 15:50 Ecovacs Robotics Press Conference Conference Room 4²15:50 - 16:05 Room change16:05 - 16:30 GfK - Closing of the day Conference Room 3²16:30 End of GPC PROGRAMME Day 2DAY 3 - 5.9.2010:00 - 10:15 Messe Berlin Opening Conference Room 3²10:15 - 10:40 Ataraina by Creative TechnologyCorporation Hybrid Press Conference Conference Room 3²10:40 - 10:55 Room change10:55 - 11:20 Satisfyer Press Conference Conference Room 4²11:20 - 11:35 Room change11:35 - 12:00 SHIFT Phones Press Conference Conference Room 3²12:00 - 12:15 Room change12:15 - 13:45 IFA Press Conference "Sneak Peek 2021" Conference Room 4²13:45 End of GPC PROGRAMME Day 313:00 - 18:00 EURONICS KNÜLLER MARKT Hall 6.26.9.2011:00 - 14:00 EURONICS General Assembly Hall 6.214:00 - 15:00 EURONICS KNÜLLER MARKT Hall 6.2COMPREHENSIVE PROTECTIONWITH TP-LINK HOME SHIELDADVERTORIALThe company is working with Avira to providecomprehensive protection for home networks. Withintegrated Home Shield features, TP-Link productsprotect the consumer's entire network against securitygaps. Home Shield immediately detects potential threatsand warns against any security breaches. A monthlyreport summarises the details of the user's network,such as the usage history, blocked content, securitythreats, and more.TP-Link has been committed to improving customers’internet experience, stability, speed, and security for 24years. TP-Link Home Shield truly ensuresa secure home networkIFA GLOBALPRESS CONFERENCEHall 1.2 / Stand 211IIFA INTERNATIONAL • FRIDAY 4 TH SEPTEMBER 2020 3
