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IFA Berlin 2009
Source: Expo-port ReporterIFA Berlin, considered to be the biggest annual trade fair of consumer electronics (CE) in Europe, was quite a success in 2009. The event saw many new product launches from reputed companies like Sony, Fujitsu, IBM, JVC, Kenwood, Nikon, LG and other giants. Traditionally, the consumer electronics market has been directed by the US buying trends. Since there has been a major decline in the US buying, Europe is being seen as the next market that can guide the flow of this industry. Also, many experts see the CE industry to have the potential to take the world on the path to recovery from the economic recession.
IFA 2009 was held from Sept 4 – 9, 2009 at Berlin Exhibition Grounds. This year the exhibitors seemed very excited as the orders generated were to the tune of 3 billion Euros. This was much more than the records that were set in the last year. In the 2009 event the rented display space was 121,000 sq m. There were 1,164 exhibitors displaying their innovative technological products. Total number of attendees was recorded at 228,000, which is 8% more than the last year. Out of these there were 119,000 trade visitors. The number of international trade visitors was reported to be 25,000. As always, the trade fair also attracted considerable media attention with about 6,219 media representatives from 78 different countries present at the event.
In the year 2008 the show was attended by 1,245 exhibitors from 63 countries. There were 220,000 visitors from all over the world. There were 6,182 accredited journalists from 67 countries including 1,332 international media representatives. The IFA 2008 reports appeared in 330 German dailies and 125 foreign newspapers. Despite the economic recession the increase in the participation is quite evident. The statement of Dr. Reinhard Zinkann, Chairman of the trade association Fachverband Elektrohausgeräte im ZVEI, quite reassuringly expresses the general feelings of most of the participants, “We are very satisfied with events at the fair, and our expectations have been more than met. Without exception exhibitors are reporting a very good level of orders. We had more visitors than we did last year, and we are particularly pleased with the presence of more dealers from abroad”.
Europe to Guide the Direction of Consumer Electronics in Times to Come:
The consumer electronics market has always shown an inclination of being influenced by the US buying trends. But, in the present state of recession the US buyers are no longer actively buying because of lack of adequate cash. This is the reason why the European markets have become quite significant. There is an important leaning towards rise in consumer electronics all over Europe. Germany is one country, which may be ahead of others in this aspect.
The General Manager of the consumer research organisation of Germany, Gesellschaft für Konsumforschung (GfK) Retail and Technology Consumer Electronics, Jürgen Boyny, commented at the IFA 2009, “During the first half of 2009 sales of TV sets were 20 per cent up on 2008, despite the fact that the previous year had been influenced by the European Football Championships. There are many explanations as to why Germany, a lone exception compared with other European countries, continues to register a constant rate of consumption. This pattern is supported by various government programmes, such as the re-introduction of commuters’ travel expenses or the increase in child benefit. Moreover unemployment has not risen as sharply as expected. Germany also has a higher rate of savings and, in view of the low interest rates at present, consumers would rather spend their money”.
Emerging Trends in Consumer Electronics Markets:
Conservation of environment, ecological safeguarding and enhancement of energy efficiency in the appliances were the main highlights at this year’s event. Many latest domestic appliances were displayed like washing machines, dishwashers and refrigerators, which make economical usage of resources like water and electricity. They in the long run save a lot of money and other finite resources also. These savings are quite substantial, to the tune of 30% – 50%, as compared with the appliances that were ten years older. The trend is also moving towards making the controls more simplified. This makes the gadgets extremely easy to use. Another new thing this year was that the medium-sized brands name manufacturers of small appliances were represented for the first time.
Georg Walkenbach, Chairman of the Small Appliance Division of ZVEI, reportedly said, “It was well worth our while to come to Berlin, IFA is an ideal platform for presenting lifestyle products. The response was excellent. We are really looking forward to IFA 2010.”
The next trade show is scheduled to be held from September 3 to 8, 2010.
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