IFA 2020 is a much smaller, intimate socially distanced affair in Berlin. The event organisers have done a superb job at keeping the CE industries key event open all be it, not to the general public.
The Corona effect has impacted the industry at a global level and as we come out of having spent quite possibly the longest continued time than normal in our own homes, consumer’s desire for new technology to enhance their space has grown. The industry knows this and my business has seen this since retail reopened with an average conversion to sale of over +60% and ABV increase by +10%.
Drivers to purchase range from replacement to upgrade, desiring the latest in smart CE to complement the extra time we are now spending at home but also just in case we are forced to spend another lengthy lockdown in our cribs.
One of the long-term effects of lockdown has been that people are now spending more time at home, by choice, centred around the kitchen meaning that more of what we consume needs to be made or prepared using technology. This extends to how we wash, not only those pots, pans, crockery etc. but also how we clean our clothes and our homes, in addition to working from home and socialising. Brands within the category have jumped to the call of more innovation, more integration, and more space. The design of the home is evolving faster due to Coronavirus making consumers keen to enhance their quality of life at home through smart technology whilst not compromising on aesthetics.
Designing f or the new normal
A brand that seems to have designed to meet this challenge post lockdown is BSH, which has added not only smart technology to its range but also a third shelf in its dishwashing range. It’s also increased the size of its freezers with an extra 26cm of cubic space. Its neat invention, Connected Cookit, is a multifunction food processor with cooking functions that cooks up to 200 degrees. It’s a slow cooker, but not as you know it – it makes it, cooks it and connects to your voice assistants and your smart devices so you can control it remotely. This connectivity extends to BSH ovens, dishwashers etc. from your Fitbit whilst you venture out for a run meaning that you can still be in the kitchen, when you’re not.
Innovations include changing hues of ambient lights on hoods, dishwashers etc. to match your mood or interior and also programming your coffee machine to make the perfect cup of coffee just as you, your family and your guests like it, bringing the barista out in you.
Investment in R&D is the key shout out across all brands showcasing at IFA this year. Amongst the largest was $100bn from Huawei who are committing to developing technologies encapsulated in an initiative called ‘1+8+N seamless connected living’ on which Huawei is in the first chapter and that enable a connected future for all. In reaction to the US sanctions imposed on Huawei and those who worked with the brand, Huawei have risen to the challenge admirably engaging directly with almost 460m monthly active users, 33m in the EU alone. The App Gallery is the third largest app store globally, increasing 76% YOY naturally due to the loss of Google services meaning Huawei users have limited choice but to do so. Petal search, the new search engine from Huawei, now has over 100m users with 81,000 apps integrated. Relevant apps are on the platform meaning that whatever the USA government tried to do to dampen Huawei has backfired and served to make the brand stronger in the market.
The investment extends into retail, where others fear to tread, Huawei are leading the charge and opening eight flagship stores across major cities such as London, Paris, Milan which will be complemented by 42 experience zones that offer a user experience unrivalled so they claim.
Another Chinese brand making significant noise is Haier, which also owns Hoover, Candy and GE Appliances wants to be 100% connected throughout its portfolio of products. Currently they have 18 families of products that they are developing through app and voice connectivity, “democratic connectivity” according to its CEO, Zhang Ruimin. With a three-brand strategy of Candy delivering Value, Hoover as the core and Haier as premium. Candy, positioned in the market by its parent company as ‘affordable, smart, Italian’ claims to have 1.2 million paired products and 30% active users which in 2019 it recorded that 21% of Candy users were launching a washing cycle using its smart home facility, a multiple of 3 YOY and still growing.
Nova by Candy is a fully connected washing machine powered by your smartphone. The first of its type with one single button to control the MDA but also learning about your usage and making recommendations to enable consumers to wash smarter and ecologically
Impressively it is claimed by Hoover that they sell globally a stick vacuum every minute. The new range will also be connected. H-Wash will scan your label via your smartphone and your connected Hoover H-Wash 500 will select the best program for your laundry. Now that means anyone can do the laundry.
A breath of fresh air
H-Habitat air purifier, connected of course, will assess the quality of air in your home, the weather forecast, pollution stats, pollen count and adapt your purifier to react according to the need within your home. Gathering internal and external air data through the H-Scanner, which activates the robotic vacuum to clear dust and the air purifier to adapt the air quality in your home.
Positioning Haier as a premium brand and claimed to be the fastest growing premium brand (in this category) through creating innovations such as antibacterial laundry and five door cooling each with adjustable temperature zones. Did you know that Haier makes wine storage solutions? They are linking with the Vivino app to help you with how you should store any bottle of wine. By scanning the label, the app will automatically update the temperature of the storage to suit your choice of wine!
The trend at IFA 2020, it would seem, is that every brand is seeking to be the first choice for consumers to integrate with your smart home. It’s fair to say that the big news came predominantly from the MDA sector amongst others.
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