NEWS Home appliances
NEWS Home appliances surf on a wave of success GfK forecasts healthy growth for both major and small appliances for 2018 Natalia Andrievskaya Global Director – Major Domestic Appliances, GfK Udo Jansen Global Director – Small Domestic Appliances, GfK MAJOR DOMESTIC APPLIANCES SMALL DOMESTIC APPLIANCES According to GfK, 4.1% market growth is expected for global sales of major domestic appliances in 2018. Natalia Andrievskaya, Global Director – Major Domestic Appliances, GfK, told an audience of journalists at the IFA Global Press Conference in Rome that online channel is still a driver of the MDA market, adding that this doesn’t cannibalise offline, but brings incremental growth. In 2017, 25% of global sales were online, as opposed to 23.7% in 2016 and 21.7% in 2015. Looking at free-standing refrigerators and washing machines, these figures are higher, with 30% of fridges and 34% of washing machines being sold through online channel. SMART APPLIANCES The onset of Smart Appliances is particularly strong in China. According to GfK, 50% of consumers worldwide are sure that Smart Home will change their lives in the near future, however in China, this figure is 75%. In Japan, only 19% of consumers agreed with this statement. The number of smart (major) home appliances sold on the global market has increased exponentially from the early days of the technology. While in 2012, only seven products were on the market, 4,131 smart products could be found in 2017 and this year the figure has climbed to 7,178. Likewise, the value share of smart appliances is increasing globally. APAC has by far the highest share, with 21.8% of major appliances sold in February 2018 being “smart”, as opposed to 9.3% in Western Europe. China has the highest share of smart appliances in the world, with 19.2% of refrigerators, 36.3% of washing machines and 40.2% of air conditioners being “smart”. “It’s fascinating to see that in China, smart product groups have already reached levels we didn’t expect before”, says Ms Andrievskaya. “Even though China is one of the most advanced countries in the world, in terms of share of smart appliances, we still see big differences by product.” Udo Jansen – Global Director SDA for GfK states that in this category, the key aspect today is more than ever innovation. New appliances and new product categories are popping up all the time, and major growth is being seen in such product categories as handstick rechargeable vacuum cleaners, robotic vacuum cleaners, and air fryers, where connectivity is increasingly important. According to GfK, the global market for small appliances in 2017 amounted to US.2bn. That’s a rise of 8% over the previous year. The sector is being boosted by product categories that didn’t exist before, such as personal connected scales, massage mats, and new kinds of food preparation machines. Yet again China leads the world in terms of market share for connected small devices. 50% of robot vacuum cleaners sold in China in 2017 were connected, as opposed to 26% in 2016. China has also become the biggest virtual marketplace in the world for small appliances, with growth of 38.7% in sales in 2017 to EUR6.4bn. At the same time, Chinese consumers are willing to accept premium products and better equipped appliances over time. For example, pistol-grip hair dryers in the “over 150 CNY” category made up for only 35% of the market in 2016, but leapt to 51% in 2017. Overall, the global key trends for SDAs are as follows: 1/ Continuously good growth rates – the positive and dynamic trend continues; 2/ Trading up – consumers are going for higher priced, better equipped appliances; 3/ Innovation & new market segments – The SDA market is driven by innovations and smart appliances, as well as new product categories; 4/ Energy efficiency: EU energy labels 5/ Connectivity & smart homes: This will bring new benefits to consumers 6/ Growth of internet sales: This impacts SDA sales, however share of online sales differs greatly country by country CHINA HIGHEST SHARE OF SMART APPLIANCES IN THE WORLD 2,5% Smart REF (Sales Value %) 2015 2016 10,1% 19,2% 2017 2.4 9.2 18.4 (Sales Value, billion Euros) 8,7% Smart WM (Sales Value %) 18,6% 2015 2016 36,3% 201701-10 5.7 12.7 20.7 (Sales Value, billion Euros) Smart Air-con (Sales Value %) 40,2% 8,6% 22,9% 2015 2016 201701-10 10.6 30.0 56.1 (Sales Value, billion Euros) Source: GfK - IFA GPC 2018 REF WM Air-con 12
NEWS © Messe Berlin GmbH ADVERTORIAL All-scenario Smart Home Experience Zone unveiled at IFA Tuya Smart presents a fully-connected prototype home of the future at IFA Business Days 2017 Get set for the IFA Business Days 2018 The IFA Business Days offer trade visitors a wide range of options free of charge Founded in 2014, Tuya Smart is one of the global platforms that fully work with Amazon Echo, Google Home and IFTTT. Having proven a great success last year, the IFA Business Days 2018 will take place again in co-operation with the Enterprise Europe Network for International Economic Development (EEN). In addition to the main organisers, there are 22 co-organisers from 14 countries participating in the event this year. MATCHMAKING MEETINGS Targeted matchmaking meetings give exhibitors and visitors at IFA 2018 the opportunity to meet potential business partners that exactly match their needs. Meetings organised before the show help IFA participants to connect with each other. Shortly before the start of IFA 2018 visitors will receive a schedule with confirmed dates; the Matchmaking App then helps to match meetings during the show. The matchmaking meetings take place from August 31-September 5 in the context of IFA Next in Hall 26a and from September 3-5 in the context of IFA Global Markets at STATION-Berlin. An overview of all sessions within IFA NEXT and IFA Global Markets are listed in the agenda. The matchmaking sessions on Sunday, September 2, also offer IFA+ Summit participants the opportunity to network with other trade visitors, with IFA exhibitors and with each other. IFA BUSINESS TOURS As part of the Business Tours, selected exhibitors are invited to present their products and services, as well as to give a special insight into the various topics of IFA NEXT in Hall 26a: • Smart Living, Friday August 31, from 2pm to 3.30pm; • VR/AR/AI, Monday, September 3, from 11am to 12.30pm; and • IoT & Robotics, Monday, September 3 from 2pm to 3.30pm As part of IFA NEXT, experts from the EEN will also be sharing their knowledge with the participants at information events - see schedule online. The IFA Business Days are free of charge for all trade visitors with an IFA trade visitor ticket; however registration in advance is essential as places to participate are limited Tuya Smart was founded three years ago and today is one of the world’s leading AIoT platforms. From networked lighting to smart safety systems, appliances from different brands can all be connected throughout the home, with features such as the Bluetooth Mesh Matrix making the technology work like a personal butler. TUYA SMART IS A GLOBAL PLATFORM FOR THE EUROPEAN MARKET Creating a global platform for the European market, Tuya Smart makes technology solutions for brands, manufacturers and OEMs, turning traditional devices such as lighting sockets into IoT-connected devices for the smart home. It has developed thousands of software and hardware products for companies including Archos, TCL and Alexa, and currently serves over 10,000 clients across the globe, reaching millions of consumers with over 20bn daily device requests and more than six million daily AI interactions. Tuya’s cloud service, which has accumulated data upwards of 1Pb (petabyte), complies with highlevel encryption technology to guarantee its client’s data security. DEMOCRATISING THE SMART HOME WITH NEW PARTNERS Tuya Smart is on a mission to bring affordable and easy-touse technology into our homes. It enables OEMs to transform traditional products such as lightbulbs into connected devices in much less time – and at a fraction of the cost - than if the manufacturer were to create its own solution. One such company that has recently chosen to partner with Tuya Smart is the French multinational electronics company, Archos. Thanks to the Tuya OEM APP engine, Archos was able to implement its own smart technology, Hello Connect, a voice interactive platform compatible with Amazon Alexa and Google Assistant, offering easy integration to control a large catalogue of smart devices, ranging from light bulbs to robot cleaners Hall 26 Stand 226 www.ifa-international.org IFA International • Monday 27 th August 2018 13
