PREFACE
PREFACE PREFACE Richard Barnes Messe Berlin: The Success Machine When people ask me about the potential success of a show like CE China, it’s easy to answer. Because the event is organised by Messe Berlin, failure is simply not an option. That’s because Messe Berlin not only organise the world’s biggest technical consumer goods show – IFA – every September, but also over 100 other key events in all fields, including numerous world number ones – like ITB Berlin – the world’s top travel and tourism trade event, InnoTrans, and Fruit Logistica Berlin/Hong Kong. Add to this Messe Berlin’s international network of 85 foreign representatives in over 150 countries and you can be sure you’re on a winner. Congratulations to the Messe Berlin team on yet another success story. Dr Christian Göke CEO, Messe Berlin A Long-Term Plan Messe Berlin CEO Dr Christian Göke explains the background to CE China Messe Berlin is a huge company that runs not only IFA Berlin, but also many other mega-trade events not only in the German capital – but also in other key locations around the world. Last year, the group launched the first CE China show after a long period of reflection and development. We asked Messe Berlin CEO Dr Christian Göke to tell us more about the background to this show. CE China News is a CLEVERDIS Publication • 65 avenue Jules Cantini - Tour Méditerranée – 13006 Marseille, France Tel: + 33 442 77 46 00 - Fax: + 33 442 77 46 01 SARL capitalised at e155,750 - VAT FR 95413604471 RCS Marseille 413 604 471 info@cleverdis.com - www.cleverdis.com • Publisher: Gérard Lefebvre • Managing Director: Jean-François Pieri • Publishing Director: Jean-Guy Bienfait • Project Manager: Bettina Badon • Chief analyst: Richard Barnes • Editorial Coordination: Pauline Cazanova • Marketing Manager: Monia Tazamoucht • Art Director: Hélène Beunat • With the participation of: Nathalie Meissner, Lixiang Wei • To contact them : first name.last name@ifa-international.org • Printing: China Gold Printing Group Limited, Shenzhen 518029, Guangdong, China • Cover: © BSH Home Appliances Holding (China) Co., Ltd © CLEVERDIS 2017 - Registration of Copyright May 2017 Information presented in this publication is purely indicative in order to illustrate subjects contained therein. 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The publishers and editorial staff decline all responsibility as 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 of their free publication therein. Documents and photographs will not be returned. It should be understood that this publication contains forward-looking statements that involve risks, uncertainties and assumptions. All statements other than statements of historical fact are statements that could be deemed forward-looking statements. Risks, uncertainties and assumptions include assumptions relating to the timing of the recorded date. If any of these risks or uncertainties materialises or any of these 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 of publication. Photo Credits and Copyright: All Rights Reserved. The idea first came up some six years ago, and then it took us quite some time to really develop a solid and robust concept for the show. This was not just from a political standpoint, but also due to logistics, as it was not so easy to bring together the right stakeholders. Our exhibiting partners from the industry at IFA had been asking us to support their brands and new products on the road to China for years. IFA’s mission and intention here is to successfully carry this process along for our partners. The rise of the Chinese middle class is creating even greater demand for Western and quality brands, and satisfying this demand requires the qualitative development of distribution channels. Similar to IFA in Berlin, we offer close and dedicated support to our trade partners – first to efficiently support the retail and second to support the growth in consumer demand. Chinese consumers are more receptive to new products and technologies, so we were understandably eager to develop the best possible consumer platform for global brands in China. What will we see at this year’s CE China? The sky is the limit in terms of innovation and trends at CE China this year. Everything from smart home, IoT, VR and AR, wearables… all the way to digital running shoes. It’s all about how consumer technologies can enrich our lives, and how IT’S ALL ABOUT HOW CONSUMER TECHNOLOGIES CAN ENRICH OUR LIVES, AND HOW OUR BEHAVIOUR MIGHT CHANGE IN THE FUTURE AS A RESULT OF THIS. our behaviour might change in the future as a result of this. We are seeing a kind of “mutual boost of creativity” thanks to the addition last year of this show in China, and as many of the exhibitors are the same as at IFA, this is strengthening the relationships overall 2
EXCLUSIVE INTERVIEW BSH Celebrates 20 Years in China The prestigious German brand continues to expand in the local market BSH is back at CE China for its second year. We asked Roland Gerke, Chairman & President of BSH Home Appliances Holding (China) Co., Ltd. what the results of his company’s participation in last year’s show were like, and why he feels it’s important to be here… Last year, we launched our builtin kitchen appliances, Home Connect enabled appliances and other high-end consumer products at CE China. We also showcased a modern and healthy lifestyle and a truly connected home solution to media friends and consumers and got very positive feedbacks. CE China is a great platform for BSH because we can get the chance to showcase our new products while listening to the consumers’ feedback, especially consumers from the southern region of China. How could you best describe the “roadmap” for BSH in China? This year marks the 20th anniversary of BSH China. We see our development path as paved by endless product development, continuous breakthroughs in technology, intelligence upgrades and channel innovation — all under our consumer centricity strategy. At the very beginning, we started by producing only one product - the Siemens single-door refrigerator. Today, we manufacture products across all categories including refrigerators, washing and drying, cooking appliances, dishwashers and small consumer products. Technology innovations such as hyperFresh technology, “Zeolite” drying system and smart home appliances solution of Home Connect ecosystem are all great milestones of BSH technology development as well as signatures of popular products. Last year, we started building our Greater China new R&D center which is the first one outside Europe. The new R&D center not only shows BSH’s continuous commitment to the China market but also allows us to expand our existing R&D capabilities to meet the needs of local consumers. For intelligent products, BSH China has developed Home Connect products based on our deep understanding of Chinese consumers’ demands and habits since 2016. Now we released a full range of Home Connect products. By the end of 2017, 90% of our Home Connect products in China will be locally developed and produced. BSH has been pushing forward its integration of online and offline sales channels. On the one hand, BSH cooperates with online retailers like Tmall, Suning, and JD to promote product sales and marketing activities. On the other hand, BSH opens brand stores in big cities like Beijing and Shanghai to enable consumers to experience seamless shopping journey, innovative home appliances and brands’ core concepts. It appears that Chinese customers love “high end” European brands. Why so? As we all know, China has gone through prosperous economic development. And it is now faced with massive consumption upgrade. Chinese consumers have great purchasing power for high-end products and increasing awareness of hightech, high-quality, well-designed products, and good brands. For home appliances products, BSH’s brands gain Chinese customers’ favor through cutting-edge technology, brilliant design, outstanding quality and great service. And due to efficient cost control, the prices of our products are widely accepted in the market. More importantly, the consumercentric approach is the guiding principle for our development, and we always listen to consumer needs. BSH is also committed to local R&D and the optimization of our products to provide more Chinese families with quality and customized home solutions. For example: Siemens Hurricane series cook hoods are designed for heavy smoke cooking, and the automatic dishwashers with 5D spray systems for containing various kitchen utensils of Chinese families. FOR INTELLIGENT PRODUCTS, BSH CHINA HAS DEVELOPED HOME CONNECT PRODUCTS BASED ON OUR DEEP UNDERSTANDING OF CHINESE CONSUMERS’ DEMANDS AND HABITS SINCE 2016. Last year you had a lot of “live” (real life) cooking demonstrations. What’s in store this year? As usual we will have live cooking show in both booths this time as well. Food plays an important role in Chinese culture. It connects people and brings the family together. We think delicious dishes and exquisite food placement can convey the brands’ core concepts in a direct and sensory way. We can also get consumers’ feedbacks and suggestions during all the interesting interactions Roland Gerke Chairman & President, BSH Home Appliances Holding (China) Co., Ltd. 4 May 2017 / 10:30 - 11:15 am CE China Convention Area CHRISTOF JAEGER Senior Vice President, Regional Marketing Officer, Greater China, BSH Shaping consumer centric brands in times of consumption upgrade CE China Daily • Thursday 4 th May 2017 3
