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trade news If I were a

trade news If I were a buyer at IFA by Emmanuel Poidevin Our buyer’s expert, Emmanuel Poidevin, puts himself in the shoes of a buyer and tells us what he has seen in terms of trends… and predicts how buyers will be reacting at IFA. Emmanuel Poidevin Of course, the financial crisis has been the elephant in the room this year. One outcome I have been seeing is that buyers are taking an even closer look at the relationship they have with their suppliers to minimise the risks that they will take with them. What does this mean? It means that they are looking for a supplier that can be financially stable and reliable during this difficult period. So consequently, buyers have been going towards more established brands to minimise their risk. Also, buyers are looking into reducing costs even more. Centralising purchasing and logistics costs have been the main areas of focus, meaning that buyers are looking to search more locally for products, which will also reduce costs on transportation. One trend these days I have been seeing is how cautious buyers have been of regulations. These days, there are an overwhelming number of regulations, concerning the environment, worker’s rights, sustainability, social responsibility, etc. This forces buyers to ask for more information not only on the product, but the entire manufacturing chain, forcing the suppliers to be more transparent and to be stricter with their sub-contractors. As a result, large retailers have started working together on their audits and even sharing them. For example, Carrefour and Walmart have started to share their audits. So suppliers have been further limited and have needed to be more controlling of their sub-contractors, to show the buyers that they are following all the necessary regulations. As the retailers are grabbing more of purchasing power as a result of the crisis, they have been more able to force the suppliers to comply with their purchasing conditions. Finally, the consumers have been difficult to gauge during this crisis. The consumer purchasing power has been affected, however in some areas of the electronics market, business has not suffered as much as I had predicted. However, one trend I have seen is a strong acclimation for “Green”, which was evident with the election of Green Party to the European Parliament. So, if I were a buyer at IFA, I would focus on looking for products that are affordable, reliable, and matching their environmental and sustainable strands. As one can see, being a buyer is challenging enough, trying to satisfy the end user and keeping up with regulatory practices at the same time. However, at IFA, these problems are largely overcome, due to the exceptional contact between buyers and manufacturers in this single, highly efficient forum. l Participate in the IFA International Buyer's Survey… and WIN! If you are a professional international buyer, we’d like to know what is important for YOU when coming to IFA! This is your chance to express your views, with the chance of your comments being published in the new “Buyer’s Corner” section of IFA International! Fill-out our questionnaire online – on - and win one of many great prizes, including free admission to several Berlin attractions, cultural venues or nightlife spots! international O f f i c i a l D a i l y N e w s S o u r c e f o r I n t e r n a t i o n a l V i s i t o r s a t I F A Advertorial 38 IFA International • Monday, 31st August 2009

going out Where to go inBerlin > international hotels in Berlin Adina Apartment Hotel Berlin Checkpoint Charlie - The “suitest” way to stay Adina Apartment Hotels uniquely combine the hospitality and service of a 4 star hotel with generously spaced studios and apartments. This modern, airy hotel is located in Berlin’s historic city centre, close to Checkpoint Charlie. With a 97% satisfaction rate on Tripadvisor, one might say that you can have the perfect stay at the Adina. There are 125 air-conditioned studios and apartments, ranging in size between 30 – 67 m², some with a balcony or terrace. Each room is equipped with a flat screen, CD player in the living room, and Fax/ Broadband/WIFI access. For long term stays, the fully-equipped kitchens and washing machines are handy. Probably one of the more welcomed surprises at the hotel is the wealth of facilities. Their 17m long swimming pool, sauna and gym is a haven after a strenuous day. If you’re still looking for the perfect conference room, try theirs, streaming with natural light and providing ample space for up to 100 guests. For guests arriving by car, there is an underground car park. Krausenstrasse 35-36 10117 Berlin Tel: +49 30 200 76 70 Metro: U-Spittelmarkt/ Hausvogteiplatz > RESTAURANTs in Berlin The “Duke” would be proud For those who simply need a break from the IFA show, the summer terrace in the Duke’s courtyard is the perfect setting. Lean back and unwind on the large, comfortable sofas. Diners can also eat here, choosing from the Mediterranean or Asian-inspired menu or one of their weekly specials. During the summer, their terrace is the perfect backdrop for jazz concerts and events. In their historic cellar, a selection of fine wines is stored behind the original, heavy steel doors of the former vault of the Regional Finance Office. They have over 420 different wines, but also a selection from Austria and South Africa. Wine enthusiasts and wine connoisseurs can also request a personalised wine degustation. Every Sunday, the Duke offers a delectable brunch accompanied by a glass of sparkling wine and some live Jazz. Open daily from 11:30 AM to 11:00 PM. Mercure Hotel & Residenz Berlin Checkpoint Charlie Schützenstr. 11 • 10117 Berlin Tel +49 (0)30/206 320 Fax +49 (0)30/206 32 111 Email: Nürnberger Strasse 50-55 10789 Berlin Tel: +49 30 683 154 000 Metro: U- Augsburger Strasse/Wittenbergplatz/ Kurfürstendamm The 4 star Mercure Berlin Checkpoint Charlie hotel offers 135 large, airconditioned rooms and suites, a breakfast restaurant, wine garden, bar, solarium, sauna and sundeck. Enjoy the best of Berlin from the comfort of these individual rooms, suites and apartments – a quiet oasis in the heart of Berlin, designed by the Italian architect Aldo Rossi. The 4-star Mercure Hotel Berlin Checkpoint Charlie is located in the historic centre of the town, the rooms are for up to 4 persons, and the family suites have two separate bedrooms. The attractions of Berlin are easily accessible due to the central location of the hotel. It is only 500 metres from the famous shopping mile Friedrichstraße, the Gendarmenmarkt and Checkpoint Charlie, while Potsdamer Platz lies 1 kilometre away. IFA International • Monday, 31st August 2009 39

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