HOME APPLIANCESTRADE TALK

DAY 2FRIDAY 4TH MAY 2018

Visitors to this year’s edition of CE China will have the opportunity to get deep insights into latest e-commerce trends. Today, the E-Commerce Export Forum will be hosted by the Shenzhen E-commerce Service Center, partner of CE China. The E-Commerce Export Forum is yet another opportunity for brands, manufacturers and retailers to learn about latest trends at CE China 2018. Yesterday, the new IFA Retail University offered a wide range of power-briefings from market research companies, international brands, manufacturers and innovators.

Indeed, as China is a global case example of online product marketing, top brands present at CE China, such as BSH (see our exclusive interview – page 5) or Haier, with their high-end Casarte brand, are able to gain new

value from this exceptional platform provided by CE China. This year, Haier is presenting the “Haier U+ Smart Life” in four zones at CE China: Smart Living, Smart Kitchen, Smart Bath and Smart Sleeping.

With outstanding new products on show, CE China is again an excellent platform for business networking.

THE E-COMMERCE EXPORT FORUM IS YET ANOTHER OPPORTUNITY FOR BRANDS, MANUFACTURERS AND RETAILERS TO LEARN ABOUT LATEST TRENDS AT CE CHINA 2018

Roland GerkeChairman & President, BSH Home Appliances Holding (China) Co., Ltd. Read page 5

E-Commerce 3.0 Comes Alive CE China 2018 gives deep insights into latest trends together with Asian distribution

SMART IS COOL The uptake of connected appliances by consumers is likely to be driven around the refrigeration category, wh ich wi l l manage food provisions helping consumers to waste less, as well as eating a wider variety of healthy foods, ordering replacement i tems and rece iv ing menu suggestions via smartphone technology. Find out more, in our buyers’ guide, on page 7.

BUYERS’ GUIDE

FRIDGES

By Cleverdis, the publisher of IFA International

The Chinese e-commerce landscape is already one of the most developed in the world, but continues to see tremendous changes. About 18% of retail takes place online in China, about double that of the US.

» Read page 4

Chen Zhang CTO, JD.com

Online channel is still a driver of the MDA market, adding that this doesn’t cannibalise offline, but brings incremental growth. In 2017, 25% of global sales were online, as opposed to 23.7% in 2016 and 21.7% in 2015.

» Read page 6

Natalia Andrievskaya Global Director, Major Domestic Appliances, GfK

2

PREFACE

While this is the third edition of CE China in Shenzhen,

the roots of the event go much deeper. CE China is part

of the “global IFA events family”. It was in 1924 that the

first IFA took place, and over the years, the show became

the world’s leading event for consumer electronics and

home appliances. IFA is now known as the trade show for

connected living, and it was this concept that inspired CE

China. As Jens Heithecker, IFA Executive Director & Messe

Berlin Vice-President, CE China Chairman, explained in

his opening speech here yesterday, IFA is based on a very

specific and unique concept, addressing retailers as well

as brand products. It was this approach that made IFA

Berlin the most successful and the most international

efficient retail meeting, and because of this history and

experience, leading Chinese retailers asked Messe Berlin

to support them in getting connected with more western

brands. The idea to establish a new brand retail show

here in China was born and today, the baby is standing

on its own two feet

The opening ceremony of the third edition of CE China saw a major media turnout, with the cream of the industry, along with Chinese government representatives, on the stage for a ribbon-cutting ceremony.

Jens Heithecker, IFA Executive Director & Messe Berlin Vice-President, CE China Chairman, received a warm welcome from local delegations, and took the time to underline his organisation’s philosophy regarding this event: “Firstly, CE China is about helping the brand industry to get personal access to qualified retail instead of having to rely solely on online distribution. Secondly, CE China is about supporting retailers to make a difference in quality to online business. We help them to learn about the opportunities of additional value of brands and upselling strategies, and following this approach, CE China is developing in 2018 with more western brands exhibiting.”

The IFA “boss” added, “We are convinced that we serve the Chinese consumer market more effectively

and that we correspond well with the init iatives by the Chinese government.”

Finally, Mr Heithecker gave some Key Performance Indicators from last year’s event. “86% of all visitors were impressed by CE China and wanted to revisit again this year. Even 90% of the visitors had influence regarding purchasing decisions. It is our joint task to establish new business contacts and to increase these figures.”

Dai Fengjun, Executive Vice-President South China Region – Suning.com group also addressed the audience, stating, “Suning is now not only a retail operator and internet company, but also a technology enterprise. This year, Suning put forward ‘smart retail for a better life’ as well as the idea of a good product, a good service and a good life. We hope that through this exhibition, we can introduce more technology and more noble products. And through the IFA platform, we hope that Chinese products can be placed on the global stage”

Opening Ceremony Attracts Major Media Attention

Back to the Roots

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PREFACERichard Barnes

Chu Jianzhong, General Manager Shenzhen Branch – Haier; Yang Hongyu, Vice General Manager – Shenzhen Investment Holdings Co., Ltd.; Hu Xiaoqing, Deputy Director-General - Economy, Trade and Information Commission of Shenzhen Municipality; Chen Biao, Vice Mayor - Shenzhen Municipal Government; Jens Heithecker, IFA Executive Director & Messe Berlin Vice-President, CE China Chairman; Dai Fengjun, Executive Vice-President South China Region - Suning.com Group; Orient Zhu, China Vice President - IDG Group; Chen Wenbing, National Sales Key Account General Manager - BSH Home Appliances (China) Co., Ltd.; Sophie Shao, Brand Management Director - Midea Group; and Wolfgang Niedermark, Chief Representative - German Industry and Commerce Ltd.

NEWS

3CE China Daily • Friday 4th May 2018

The Chinese brand Galanz is present at CE China with the whole set of G+ intelligent home appliances. Specialised in manufacturing for 39 years, Galanz was primarily known for its expertise in the microwave trade, but its business now covers a full supply of microwave ovens, air conditioners, refrigerators, washing machines, dryers, dish washers and other small home appliances.

Over the past 20 years, Galanz has established strategic partnerships with many famous brands in Europe, with almost 200 million home appliances exported to Europe. The strategic cooperation with Bosch Group started from microwave to electric steam stove, and co-developed markets in Europe and Asia. Furthermore, I-series microwave products have been customised for CASO targeting middle and high-end user group.

At the same time, Galanz is developing strategic cooperat ion with g lobal mainstream retail channels covering products from kitchen appliances to white goods and improving international strategic cooperative value through independent innovation and brand. Galanz has directly entered into business with many mainstream retail channels in Europe, such as Media Markt, Saturn, METRO, Aldi South, Kaufland, Carrefour (France), and Fillony.

Galanz has established subsidiaries and R&D centres in Germany, UK and France, and employed local talent to build local teams for marketing, operation and quality control, accelerating retail business development as well as building local warehousing and logistic distribution system in Europe

» STAND 9B08

中国家电品牌格兰仕将携其全套G+智能家电出席CE China。专门从事家电制造行业39年的格兰仕以其在微波炉行业的专业技术而闻名，但如今其业务范围已经拓展至各类微波炉，空调，冰箱，洗衣机，干衣机，洗碗机和其他的小型家电。

在过去的20年中，格兰仕与欧洲许多知名品牌建立了战略合作关系，有近2亿家电产品出口到了欧洲。他们与博世集团（Bosch）的战略合作从微波炉和电动蒸汽炉开始，随之在欧洲和亚洲地区共同开发市场。此外，格兰仕还专门为CASO（德国家电品牌）针对中高端用户群定制了i系列微波产品。

与此同时，格兰仕正与全球各主流零售平台发展战略合作伙伴关系，涵盖的产品包括了从各类厨房电器到大白家电，另外，他们还利用自主创新和品牌来提升国际战略合作价值。如今格兰仕产品借助与欧美众多知名品牌结成的战略伙伴关系直接进入欧洲市场，如万得城电器（Media Markt）、土星电器（Saturn）、麦德龙集团（METRO）、奥乐齐连锁超市（Aldi South）、考夫兰特超市（Kaufland）、法国家乐福（Carrefour）和翡利（Fillony）。

格兰仕在德国，英国和法国已经建立了其分公司和研发中心，聘请了当地人才并组建了本地团队进行市场营销、操作运营和质量控制，以此加快其零售业务的发展、建立其本地仓储和欧洲范围内的物流配送系统

» STAND 9B08

Promoting Intelligent Manufacturing Galanz home appliance business changes meaning of “Made in China”

推进智能化生产 家电品牌格兰仕为“中国制造”正名

TRADE TALK

4

Chen Zhang is JD.com’s CTO, overseeing the company’s R&D capabilities with a focus on addressing the ecommerce industry’s biggest technological challenges. At JD.com, he also leads the company’s programmes to develop innovative and cutting-edge technologies, its external collaboration programs, and its development of international talent. The company recently started testing robotic delivery services and building drone delivery airports, as well as operating driverless delivery by unveiling its first autonomous truck, so we asked Mr Chen to tell us more.

We now have daily operations for drone delivery in several locations in China. We use drone delivery to lower logistics costs and increase efficiency in areas where complex terrain and poor infrastructure make “last mile” logistics challenging.JD.com is also building out fully-automated warehouses, including the first fully automated business-to-consumer warehouse in the world, which has already begun operations in Shanghai. Meanwhile, we are leveraging AI, deep learning and image recognition technologies to develop smart logistics solutions.We’ve been testing autonomous delivery vehicles in a few university campuses in China. In the long term we expect these vehicles to make urban deliveries in locations like corporate campuses and office buildings.Moreover, we are researching autonomous light electric vans with industrial partners for the delivery of goods from JD’s distribution centres to delivery stations in the future.

How is big data helping put your company compete in the market?JD.com’s advanced big data analytics are increasingly providing brands and consumers an enhanced shopping experience.Our dynamic pricing initiatives maximise eff ic iency through sophisticated algorithms that provide real-time pricing for 4 million products stored in JD warehouses.JD.com has joined forces with Tencent, Baidu and other internet giants in China. The partnerships give JD the most complete data set of user habits of anyone in China’s Internet space – extending JD.com’s

leadership in offering brands unrivalled insights to help retailers reach the right target consumers quickly and effectively, providing outstanding ROI.

What do you see as being the key trends in the evolution of consumer demand in China?The Chinese e-commerce landscape is already one of the most developed in the world, but continues to see tremendous changes. About 18% of retail takes place online in China, about double that of the US. By 2020, Chinese online purchases are expected to exceed those of the US, UK, France, Germany and Japan combined.

China is a mobile-first commerce market and Chinese consumers look for the best consumer experience. On JD.com, about 80% of our orders come from mobile and for our users in many parts of China, same-day delivery is seen as a standard.Another key evolution is that Chinese consumers are becoming more and more discerning. They look for quality products and therefore, the demand for imported goods is rising sharply. The rapid growth of our cross-border e-commerce platform JD Worldwide is an illustration of this trend.

Thoughts on omni-channel?Today, reaching Chinese customers means for brands developing an omni-channel strategy using online social media channels, CRM & omni channel strategies.JD.com has been a global leader in the shift to omnichannel.For instance, we have jointly

deployed with Walmart a supply chain and backend system to integrate inventory management. When a customer places an order on JD.com, our order management system will determine whether a JD.com warehouse or Walmart store is closer to the customer, and dispatch a courier accordingly.We also launched JD-Tencent Retail Marketing Solution. We co-develop a secure database of shopping data that will give brands the ability to better understand user preferences and target potential consumers, regardless of whether consumers choose to shop online or in-store.We are also rolling out offline “JD Retail Experience Shops”, where customers can touch and feel products sourced from JD.com. JD’s technology, powered by predictive analytics using big data, will keep offline stores stocked with recommended categories and suggested amounts of products, while localizing the selection depending on consumer buying preferences in each location

Drones, Autonomous Vehicles and Automated Warehouses Not the future; today – in China – with JD.com

BY 2020, CHINESE ONLINE PURCHASES ARE EXPECTED TO EXCEED THOSE OF THE US, UK, FRANCE, GERMANY AND JAPAN COMBINED.

Chen Zhang CTO, JD.com

EXCLUSIVE INTERVIEW

5CE China Daily • Friday 4th May 2018

BSH is back at CE China for its third year. We asked Roland Gerke, Chairman & President of BSH Home Appliances Holding (China) Co., Ltd. what the key elements are for his company’s success in this market.

BSH Region Greater China was particularly outstanding with an 18% jump in revenue including categories of refrigerator, washing machine and dishwasher. BSH has been driven by the strategy of consumer centricity, digitalisation as well as localisation. BSH actively expands online and offline distribution channels and enhances customer service experiences to meet their demands while being committed to develop premium products.

What are the “sweet spots” in the China market? What product categories are shining?The “sweet spots” of traditional home appliances are new products, new categories development and new function upgrades. The market growth points focus on new categories like dishwasher and oven. Traditional appliances like refrigerator and washing machine also shine in growth points, such as dryer and washer-dryer. BSH’s main products and advantages are premium appliances such as multi-door refrigerator, dishwasher and

dryer. With the intensifying trend of consumption upgrade in China, BSH has high expectations on emerging categories like dishwasher and oven.

This is the third year BSH is one of the biggest exhibitors at CE China. What are your results like from this show, and how do you see its future?As a premier trade show for consumer electronics and home appliances, CE China integrates retail trade to bridge the gap between manufacturers and customers. This great opportunity allows BSH to engage in networking and collaboration activities with both Chinese retailers and customers.Though participating in CE China, BSH would like to bring its premium products, advanced technologies as well as the concept of Healthy Living to public while delivering higher quality and healthy modern home life to more Chinese customers. We believe there will be more manufacturers and brands to get mutual communication, learning and interactions with customers by leveraging the platform of CE China.

What are the highlights of your stand this year?Bosch HA introduced Bosch VitaFreshpro multi-door refrigerator with our powerful Vita FreshPro technology. This new product will bring customers with brand-new experience of freshness by providing the food with accurate storage temperature and humidity. In addition, our washing machine, dishwasher and vacuum cleaner bring an overall experience of Clean to visitors. All categories of our products with the function of Home Connect show the visitors with a healthy and smart modern home life scene. We would like to highlight our theme of Simply Healthy, Simply Goodness to the visitors. Bosch HA has collaborated with live streaming platform on Suning.com by connecting the exhibition in Shenzhen and our store in Nanjing Suning to interact and discuss on Healthy Living topic with customers.

China is by far the biggest adopter of smart products. Why so? And how are you meeting this demand?There is a good foundation of internet ecological environment in China. The level and structure of consumers is changing, especially the new generation of consumers

have broader perspectives and prefer on smart home appliances. BSH Home Appliances Group started researching and developing smart home solutions in 2007. Since that time, BSH has been among the first home appliances companies in the world to invest in the development of smart home solutions. Home Connect is an open source platform, and is the first solution in the world that allows users to control a variety of home appliances and brands through a single app. The app has now evolved from version 1.0 to version 2.0, which features more advanced capabilities. BSH is on track to proactively cooperate with global and local partners – including Google Nest and Alibaba – to nurture the ecosystem and provide more customer-tailored smart home offerings.At present, the full range of BSH home appliances have been enabled with “Home Connect”. Based on its world-leading expertise and technological know-how, BSH is providing fully localised Home Connect functionality to Chinese consumers, with extra care on data security and sensitivity

Consumer Centricity, Digitalisation & Localisation BSH develops new categories and new functionality in home appliances in Asia

BOSCH HA HAS COLLABORATED WITH LIVE STREAMING PLATFORM ON SUNING.COM

Roland GerkeChairman & President, BSH Home Appliances Holding (China) Co., Ltd.

HOME APPLIANCES

6

Smart REF(Sales Value %)

2015 2016

(Sales Value, billion)

2017

2,5% 10,1%19,2%

2.4 9.2 18.4

REF

Smart WM(Sales Value %)

2015 2016

(Sales Value, billion)

201701-10

8,7%18,6%

36,3%

5.7 12.7 20.7

Smart Air-con(Sales Value %)

2015 2016

(Sales Value, billion)

201701-10

8,6%22,9%

40,2%

10.6 30.0 56.1

Air-conWM

MAJOR APPLIANCES According to GfK, 4.1% market growth is expected for global sales of major domestic appliances in 2018. Natalia Andrievskaya, Global Director – Major Domestic Appliances, GfK, told an audience of journalists at the IFA Global Press Conference in Rome last month that online channel is still a driver of the MDA market, adding that this doesn’t cannibalise offline, but brings incremental growth. In 2017, 25% of global sales were online, as opposed to 23.7% in 2016 and 21.7% in 2015. Looking at free-standing refrigerators and washing machines, these figures are higher, with 30% of fridges and 34% of washing machines being sold through online channel.

Smart Appliances The onset of Smart Appliances is particularly strong in China. According to GfK, 50% of consumers

worldwide are sure that Smart Home will change their lives in the near future, however in China, this figure is 75%. In Japan, only 19% of consumers agreed with this statement. The number of smart (major) home appliances sold on the global market has increased exponentially from the early days of the technology. While in 2012, only seven products were on the market, 4,131 smart products could be found in 2017 and this year the figure has climbed to 7,178. Likewise, the value share of smart appliances is increasing globally. APAC has by far the highest share, with 21.8% of major appliances sold in February 2018 being “smart”, as opposed to 9.3% in Western Europe.

China has the highest share of smart appliances in the world, with 19.2% of refrigerators, 36.3% of washing machines and

40.2% of air conditioners being “smart”. “It’s fascinating to see that in China, smart product groups have already reached levels we didn’t expect before”, says Ms Andrievskaya. “Even though China is one of the most advanced countries in the world, in terms of share of smart appliances, we still see big differences by product.”

SMALL DOMESTIC APPLIANCES Udo Jansen – Global Director, Small Domestic Appliances, GfK, states that in this category, the key aspect today is more than ever innovation. New appliances and new product categories are popping up all the time, and major growth is being seen in such product categories as handstick rechargeable vacuum cleaners, robotic vacuum cleaners, and air fryers, where connectivity is increasingly important.

According to GfK, the global market for small appliances in 2017 amounted to US$65.2bn. That’s a rise of 8% over the previous year. The sector is being boosted by product categories that didn’t exist before, such as personal connected scales, massage mats, and new kinds of food preparation machines.

Yet again China leads the world in terms of market share for connected small devices. 50% of robot vacuum cleaners sold in China in 2017 were connected, as opposed to 26% in 2016.

China has also become the biggest virtual marketplace in the world for small appliances, with growth of 38.7% in sales in 2017 to EUR6.4bn. At the same time, Chinese consumers are wil l ing to accept premium products and better equipped appliances

over time. For example, pistol-grip hair dryers in the “over 150 CNY” category made up for only 35% of the market in 2016, but leapt to 51% in 2017.

Overall, the global key trends for SDAs are as follows:

1. Continuously good growth rates – the positive a n d d y n a m i c t re n d continues; 2. Trading up – consumers are going for higher priced, better equipped appliances; 3. Innovation & new market segments – The SDA market is driven by innovations and smart appliances, as well as new product categories; 4. Energy efficiency: EU energy labels 5. Connectivity & smart homes: This will bring new benefits to consumers 6. Growth of internet sales: This impacts SDA sales, however share of online sales differs greatly country by country

Home Appliances Surf on a Wave of Success GfK forecasts healthy growth for both major and small appliances for 2018

CHINA HIGHEST SHARE OF SMART APPLIANCES IN THE WORLD

Natalia Andrievskaya Global Director, Major Domestic Appliances, GfK

Udo Jansen Global Director, Small Domestic Appliances, GfK

Source: GfK - IFA GPC 2018

7CE China Daily • Friday 4th May 2018

FRIDGESBUYERS' GUIDE

Innovation has touched almost every aspect of design in the market for refrigeration, inspiring consumers to trade up for better style, functionality and different formats. Today fridges and freezers come in a range of colours, have a variety of storage solutions, are

more energy-efficient, keep food fresher for longer and can even be a status symbol – something to impress visitors. Now the market is poised for a revolution in connectivity as smart fridges are becoming available at prices people can afford.

STATE OF PLAY

INNOVATIONS TO LOOK FOR AT CE CHINA

PERSONALISATION

Manufacturers are tapping into the growing trend for personalisation, as people are looking for products that suit their specific requirements. Featuring easy-to-use customisable compartments and a cooling system that preserves taste and texture to a new level, is a highly adaptive fridge storage system.Inner-door storage allows consumers to style their fridge just the way they like it, which may include plastic boxes that are helpful for keeping ingredients separate.

SMART PRODUCTS

The uptake of connected appliances by consumers is likely to be driven around the refrigeration category, which will manage food provisions helping consumers to waste less, as well as eating a wider variety of healthy foods, ordering replacement items and receiving menu suggestions via smartphone technology.

ENERGY EFFICIENCY

Energy efficiency in home appliances has pushed forward significantly over the last few years, and replacement can help make sure the kitchen starts life with high performance, bringing cheaper bills and reductions in greenhouse gas emissions. The difference in running costs between old and new appliances can be significant. Some of the biggest savings can be found in refrigeration, which should not come as a surprise as fridges and freezers are working round the clock.

INNOVATING @ CE CHINA

In line with the global trends towards built-in appliances, built-in refrigerators are also on the rise, as open kitchens become more the norm around the globe. In 2017, the trend was supported by increased manufacturers’ new launch activity.

CHINA GETS (EVEN) SMARTER China has the highest share of smart appliances in the world, with 19.2% of refrigerators sold in 2017 being smart, and the trend continues. 75% of Chinese consumers interviewed by GfK said they thought smart home would soon change their lives. That means there’s still plenty of room on the upside.

NOFROST DRIVING GROWTHAs consumers nowadays admit to preferring to have more time than money, convenience of the NoFrost refrigerators comes in handy. These appliances are showing steady growth in sales. The trend proves to be true not only for freestanding, but also for built-in.

There has been a significant amount of product development and innovation in the refrigeration market. Manufacturers have continued to add value through introducing better technologies, improved materials and advances in design.

Consumers today have a wider choice of sizes, combinations and functionality than ever before, but even so the standard fridge-freezer, with one above the other, remains by far the most popular format.

THE FUTURE

THE MARKET

ENTER THE ANTIOXIDANT ZONE… WITH THE CASARTE F+ 520

• Original F+ designThere are 5 large spaces which are equipped with original technology to customise exclusive storage space for the family.

• MSA oxygen control preservationOriginal oxygen-control and freshness technology, separation of nitrogen and oxygen, delaying the oxidation of food materials, to keep food fresher for a longer time.

• Flush insert conceptIntegration of cabinets, freedom of personality, achievement of high-end kitchens.

» STAND 9A02

STAR OF THE MIDEA BOOTH– THE BCD-750WGPZV

• Wide Temperature range The first fridge with exclusive temperature interval from -30° to +20°C with precisely controlled zones;

• SmartWith AI REF 4.0 system, smart functions like real time food monitoring, temperature remote control, customized options based on health data are possible;

• DecorativeThe KMI glass door combines the beauty of glass and steel, enabling this fridge to match most furnishing styles? A 21.5-inch HD screen is concealed in the glass whenever not in use.

» STAND 9A05