A Long-Term Plan

Messe Berlin CEO Dr Christian Göke explains the background to CE China

Messe Berlin is a huge company that runs not only IFA Berlin, but also many other mega-trade events not only in the German capital – but also in other key locations around the world. Last year, the group launched the first CE China show after a long period of re ection and development. We asked Messe Berlin CEO Dr Christian Göke to tell us more about the background to this show.

The idea first came up some six years ago, and then it took us quite some time to really develop a solid and robust concept for the show. This was not just from a political standpoint, but also due to logistics, as it was not so easy to bring together the right stakeholders. Our exhibiting partners from the industry at IFA had been asking us to support their brands and new products on the road to China for years. IFA’s mission and intention here is to successfully carry this process along for our partners. The rise of the Chinese middle class is creating even greater demand for Western and quality brands, and satisfying this demand requires the qualitative development of distribution channels. Similar to IFA in Berlin, we offer close and dedicated support to our trade partners – first to efficiently support the retail and second to support the growth in consumer demand. Chinese consumers are more receptive to new products and technologies so we were understandably eager to develop the best possible consumer platform for global brands in China.

IT’S ALL ABOUT HOW CONSUMER TECHNOLOGIES CAN ENRICH OUR LIVES, AND HOW OUR BEHAVIOUR MIGHT CHANGE IN THE FUTURE AS A RESULT OF THIS.

What will we see at this year’s CE China?

The sky is the limit in terms of innovation and trends at CE China this year. Everything from smart home, IoT, VR and AR, wearables… all the way to digital running shoes. It’s all about how consumer technologies can enrich our lives, and how our behaviour might change in the future as a result of this. We are seeing a kind of “mutual boost of creativity” thanks to the addition last year of this show in China, and as many of the exhibitors are the same as at IFA, this is strengthening the relationships overall.