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Day 1 - IFA International

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NEWS “THE SHOW IS

NEWS “THE SHOW IS BURSTING AT THE SEAMS” Dr Christian Göke, CEO of Messe Berlin, was on hand at the IFA opening press conference to discuss how IFA continues to exceed its KPIs. “Within our portfolio, IFA for sure is the star,” said Dr Göke of IFA’s importance on the Messe Berlin calendar, adding that the 2015 show registered massive growth in terms of international trade visitors (up 34%) and international media (up 7%). While 240,000 visitors and 1,600 exhibitors (up 13%) flocked to IFA in 2015, those highs are also expected to be smashed this year. “IFA is bursting at the seams,” said Dr Göke, who noted that IFA has been forced, for the first time, to locate part of the show outside the Messe grounds at Station Berlin. With the total rented area at the show also expanding by 5% last year, IFA is enjoying an unparalleled period of consecutive year-on-year growth. This is despite the fact that we are currently “living in a challenging environment,” said Dr Göke. Echoing IFA’s claim, the “official partner of the future since 1924”, the Messe Berlin CEO went on to outline the three dimensions of the show in 2016: namely IFA, a showcase for new products and “cool stuff” to be launched in the next season; TecWatch, which highlights new innovative technology to be integrated into products over the next 2-5 years; and the IFA+ Summit (September 5-6), a forum for digital technologies and applications that are transforming all walks of societal life, be it on the professional, personal, social or global level. At the conclusion of a positive, highenergy address, Göke encouraged attendees to join the insightful trade visitor tours happening throughout the show, and which integrate the latest IFA Hot Topics. Dr Christian Göke CEO of Messe Berlin Dr Reinhard Zinkann Chairman of the Large Domestic Electrical Appliances Division of the industry association (ZVEI) HOME APPLIANCES STILL ON RISE Dr Reinhard Zinkann, Chairman of the Large Domestic Electrical Appliances Division of the industry association (ZVEI), explained to the attending journalists that the “big trend” in 2016, on top of connectivity, is more than ever “healthy cooking” (the latter is also leveraged by the former). Indeed, smart appliances are experiencing a major boom period at the moment, with sales rising from 88m Euros in Q2 2015 to 225m Euros in Q2 2016… and it’s just the beginning. Dr Zinkann spoke broadly about the difficulty of taking further major steps in energy efficiency without subsequently reducing customer comfort or benefits. From 2014 to 2015, the percentage of A+++ washing machines as part of the overall total went from 41% to 52%. The number of dishwashers and washing machines in the A+++ category remains small. For fridges, the share has gone from 4% to 5% globally, while for dishwashers, the share has risen from 6% to 8%. The major home appliance market rose 1% from 2014 to 2015 and this year demand is differing widely depending on geographic zones. India is a major growth zone, while the “crash” in Russia has abated and the market has stabilised. Demand is slightly down in China, says Dr Zinkann, but premium business is still good. Finally, Dr Zinkann outlined the current state of play in the small domestic appliance market, in which “lifestyle” is increasingly playing an important role in sales trends. He told the audience the market should rise between 1% and 2% in 2016. To conclude, Dr Zinkann cited a Greek legend, stating, “It’s not our duty to see the future, but to be well prepared.” FA International 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 • During IFA: Press Center – Hall 6.3 – Room 411• Tel: +49 (0)30 3038 81302 • info@ifa-international.org • www.ifa-international.org • Publisher: Gérard Lefebvre • Publishing Director: Jean-Guy Bienfait • Managing Director: Jean-François Pieri • Project Manager: Bettina Badon • Editor-in-Chief: Richard Barnes • Editorial Coordination: Celina Tarnow • Editorial team: Stuart Braun, Andy Fry, Simon King, Julian Newby, Bob Snyder • Photos: David Nivière • Art Director: Hélène Beunat • Design & Page Setting: Guillaume Kaercher • Marketing & Web Manager: Monia Tazamoucht • With the participation of: Anna Klima • To contact them : first name.last name@ifa-international.org • Printing: Möller Druck und Verlag GmbH, Ahrensfelde OT Blumberg, Germany • Cover: © BSH.Hausgeräte GmbH © CLEVERDIS 2016 - Registration of Copyright September 2016 Information presented in this publication is purely indicative in order to illustrate subjects contained therein. 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