It’s getting more difficult to stand out and surprise at the IFA show
IFA 2014, one of the world’s largest consumer-electronics trade fairs, is currently taking place in Berlin. The event, which opened on Friday and will close on 10 September, has attracted major consumer-electronics manufacturers from all over the world and is exceptional in scale and significance. Every year, about 1,500 participants from more than 100 countries and 240,000 professionals visit the fair, while €4 billion-worth of services are ordered.
It is not easy to stand out at an event of such magnitude. Manufacturers from the Baltic region are traditionally represented by Lithuania-based company ACME Europe, which is participating in the fair for the third time. The company‘s representatives admit that it proves more difficult every year to make an impression. This year, there are two main players at the show: Sony, which introduced 4K-resolution TVs with curved screens, and Samsung, with its first business-centric tablet. Apple traditionally does not participate.
‘Last year, we participated to introduce a different ACME and focused on the Urban harmony product line and our renewed image,’ says Arnoldas Saldys, Sales and Marketing Director at ACME Europe. ‘This year, our goals are different; we've invested less in image creation and more in the organisation of meetings with strategic partners. In 2013, our participation budget was about LTL 60,000; this year, it's about 15% smaller.’
The company's representatives agree that the benefits of participating at IFA are clear. After last year’s event, relations were established with major representatives of the markets in Germany and the UK, and new sales channels were opened, such as Amazon, Argos, Asda and Otto. This year, ACME Europe representatives have had about 40 meetings with traders in computer accessories, with almost 30 meetings scheduled for the remaining two days.
The fair clearly demonstrates the trends that are currently taking place. Almost all market leaders have introduced wearable items and devices with 4K technology and curved screens. At the next IFA trade fair, ACME Europe will introduce its own wearable accessories, which are gaining in popularity.