How to See the Road of Chinese Home Appliances Exhibition from IFA Exhibition

[PConline News] The highly anticipated 2015 German Consumer Electronics Show in the industry has come to an end after a week of exhibitions. When people still ponder over those products that are unforgettable, have they ever thought that there are also many home appliance shows in mainland China, but many manufacturers are still willing to spend huge sums of money to go to Germany and go to the United States for an exhibition.

This phenomenon seems not difficult to understand, many people think that it is to travel the world, but it is not simple to think carefully about the problem. The phenomenon reflects the drawbacks of domestic exhibitions involving household appliances, and also reveals the root cause of the difficulties encountered.

IFA shows a lot of inspiration

According to information observations revealed, compared with the previous session, the current IFA exhibition is more focused and features more distinctive features. The returning technology and highlighting of intelligence are obvious features that have left a deep impression on the audience and brought many reflections to exhibitors.

First, practical products are more grounded. Compared with previous exhibitions, the majority of household electrical appliances exhibited were very grounded, and people wanted to use them. They were some home life products, and they did not have the feeling of flicker.

Second, smart home highlights remain. The trend of intelligent household electrical appliances is becoming more and more obvious. Many manufacturers are innovating or upgrading smart appliances, aiming at the layout of smart homes, providing a more intelligent, comfortable, convenient and safe life experience for family life.

Third, Chinese enterprises contend for the protagonist. At this year's show, although the downward pressure on the Chinese economy has not diminished, mainstream appliance companies such as Haier, Hisense, Midea, TCL, Skyworth, and Galanz have all appeared. In view of the strong lineup of Chinese companies, the exhibition also specifically opened up the Chinese brand exhibition area. The stunning appearance of Chinese enterprises once again raised the reputation of Chinese manufacturing.

Fourth, the exhibition focuses on the live experience. Re-experiencing, re-communicating and re-interaction on the spot is not just to display the product but to make the exhibits become the starting point for human-computer interaction. This is also an important factor for IFA to attract popularity, and it is also an exhibition organizer and exhibitor for domestic exhibitions. Where you should study.

It is undeniable that the IFA exhibition is the vane of the development trend of the global home appliance industry. New technologies and new materials for various electronic appliances are already embodied in the products of the exhibition. Today's exhibits may tomorrow be consumer products.

Domestic exhibitions are uneven

In summary, there are quite a few similar exhibitions related to home appliances and consumer electronics in China, including China Import and Export Fairs (ie Canton Fair) and Shenzhen Electronics Expo (professional circles). "Shenzhen Expo", the China Household Electrical Appliances and Consumer Electronics Expo (Shanghai Exhibition, AWE), and some local exhibitions held in other regions.

Compared with the IFA exhibition, many domestic exhibitions are outstanding, but the gaps and gaps are also obvious. The biggest problem is nothing more than two aspects:

On the one hand, the exhibitor coverage is not comprehensive enough. The comprehensive Canton Fair is aimed at import and export transactions. Some exhibitors of home appliances can only be limited to domestic export enterprises. Certain foreign brands cannot of course be seen. The degree of brand integration and industry trends are not comprehensive enough.

However, the degree of black and white integration at other domestic professional home appliance shows is not enough. For example, the exhibition of partial black and white electricity mainly focuses on electronic and electrical display. Other exhibitions are mostly limited to white electricity, kitchen electricity, and small electricity. Only the past few years have been able to achieve industrial chain coverage and achieve the balance of corporate brands. AWE in the ascending stage.

On the other hand, the audience is relatively single. In addition to attracting people from the industry to visit the IFA, a scene of a family tour experience can be seen everywhere on the exhibition site. Foreign exhibitions are not only the industry's powerful competition, but also the heat that can reach the consumer level. Big.

Marketization is the only way out

Compared to IFA or CES, it is so enduring. It is very important that international exhibitions such as IFA have gone completely to the market, and many domestic exhibitions are too bureaucratic. Local governments and local protection are too This is also an important reason why so many exhibitions in China have not really been established.

To solve domestic home appliance exhibitions must also start from the basics. First of all, the original intention of the government to promote the economy of the exhibition is good, but the problem of the market should still be addressed to the market. The government can give the policy, but never join in with the lang.

Second, to create an international exhibition, it also needs refinement. Europe is as big as it is, but it is also famous for an IFA exhibition. The United States is so developed that it is a resounding CES exhibition. Everyone is constrained by their own position. Why not make every effort to do something big?

However, it is not necessary to knock over all the ships with a single shot. Comparing domestic home appliance exhibitions, there are also good examples of marketization. The AWE, which has always taken the path of marketization, has shown that following the rules of the market, there is no bureaucratic color that is more grounded, and it is gradually trending toward international exhibitions. This trend can be seen from the arrival of top brands, the increasing level of exhibition companies, the frequency of national and even global new product launches, and the level reached by manufacturers.

If domestic exhibitions can be organized like IFA exhibitions, CES exhibitions, or at least AWE exhibitions, I believe that many manufacturers do not need to travel to Europe and the United States for an exhibition.