CE China Daily Day 1 Edition

cleverdis

EXCLUSIVE INTERVIEW

WE HAVE MOVED TO

GUANGZHOU BECAUSE

IT’S ONE OF THE MOST

TRADITIONAL TRADE

SHOW EXHIBITION CITIES

IN CHINA WHERE ALL

THE MAJOR PLAYERS

FROM THE ELECTRONICS

INDUSTRY ARE

GATHERING.

Jens Heithecker

Chairman, CE China

and Executive Director, IFA

Developing a global trade

show concept

CE China takes new steps evolving as part of a growing

ecosystem of events

CE China is an integral part

of Messe Berlin’s global “IFA

ecosystem”. We asked IFA

Executive Director and CE China

Chairman, Jens Heithecker how

the ecosystem works and where

CE China fits in.

As everyone knows, there are

three main markets for technical

consumer goods: Europe, China

/ Asia, and North America. As

organisers of trade events, we

need to be connected to the global

markets for our global exhibitors. By

the same token, there is no question

of simply organising another IFA in

China or America. We had to find

the right concepts, and we need

to work on developing these. Since

we started working in China a few

years ago, we have learned a great

deal about this market; but the real

positive result we have seen is that

of being more than ever connected

to the Chinese retailers and industry.

We understand their strategies

much better than we did before we

started activities in China. Whenever

you establish a new trade show,

you need two to four years to see

what is successful and what has to

be improved. The idea was always

to build up a business show… a

true business show with a clear

business focus. And from the first

show onwards, we knew it was not

about “hit and run”. It was about

convincing people to seek new

ways to address retailers here in

Asia to seek or open new ways for

the brand manufacturers to address

retailers via a high-quality event.

This year, the show is in

Guangzhou. Why so?

We have moved to Guangzhou

because it’s one of the most

traditional trade show exhibition

cities in China where all the major

players from the electronics industry

are gathering in the Pearl River Delta.

But we also have a better space than

at the previous location in Shenzhen,

and the timing is better this year.

We are very positive that following

this major change, we will have

more exhibitors, including more

exhibitors from China. The main

idea has been to create a trade

show for brands from around the

world to train the retail for the next

season, and this is working well.

In this fourth edition of CE China,

and the first in Guangzhou, I am

very confident we will lay down

the basics for the next foreign story

for the IFA brand. We are not only

showing brands and products in the

field of consumer electronics and

home appliances. There will also be

new exhibits from car manufacturers

showing new mobility solutions, as

well as an innovative VR/AR summit,

as an example to gather some

cutting edge players from the city of

Guangzhou.

At IFA this year, there was a big

focus on the connected home.

China seems to be quite open

and interested these new ideas

and concepts. Why do you think

it is so?

It’s true, Chinese consumers are very

open to new technologies. I think

the major point in China, and what

really differentiates it from other

markets is it’s booming construction

industry. When new homes, or new

apartment buildings are launched

into the market, it’s much easier to

talk about connected home and all

the smart home functions, before

you build the house than to do

it afterwards. There lies the main

advantage of China, the other

being that users are more open

with regards to data usage than in

Europe.

What would you say

differentiates Messe Berlin’s

trade events in this sector? What

sets your shows apart?

We have a clear focus. The focus is

consumer products, innovations for

consumers. And the focus is retail.

Nothing more and nothing less. It is

also about connecting the networks

on both sides, getting access to the

Chinese market even from the Berlin

side

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