Final Report: Energy efficiency, coffee enjoyment and the 50+ target group very popular themes

New segment structure met with very positive response

After four days in Cologne, domotechnica, International Trade Fair for Household Appliances, closed On Thursday, 21st February 2008 with positive results. There was praise from all quarters for the new, clearly structured segmentation and focus on current trends in the household appliances sector. At the same time the exhibitors expressed their delight at the high quality and distinguished internationality of the trade visitors. Including estimates for the last day of the fair, from 18th to 21st February around 11,000 trade visitors from 99 countries informed themselves about the product ranges presented by 771 companies from 37 countries. Overall around 70 percent of visitors and 87 percent of exhibitors came to Cologne from abroad, a fact which made business possible on an international level. "The high foreign share on both the visitors' as well as exhibitors' side underlined the significance of domotechnica as an international sector platform", said Wolfgang Kranz, Executive Vice-President Koelnmesse GmbH. "At the same time the predominantly positive feedback on the new segmentation and very large numbers of visitors to the Specials held on different trend themes have clearly confirmed the acceptance of the changes we have made. With around 11,000 trade visitors we reached the target figure set." domotechnica 2008 attracted visitors from all over the world. 74 percent of the foreign visitors came from Europe, particularly from the EU-member states. But interested trade visitors also came to Cologne from Eastern Europe and overseas.
They all benefited from the new, clearly structured segmentation which is based on the exhibitors' sales structure. In this connection the visitors were able to specifically locate the "domo - Selection", "Global Sources" and "domo - Components" sectors in order to enter into dialogue with the manufacturers of particular interest to them. The initial results of a neutral visitors' survey reveal that the trade visitors' interest in the individual sectors was very balanced.

"Global Sources" presented products and the technical diversity of the so-called "Emerging Markets" - in other words household electrical appliances from international manufacturers in the medium and lower price segment. These companies are increasingly directing themselves at the major forms of the trade and thus at companies such as Metro, Media Saturn, Coop, Fust, Tchibo, Selgros, QVC or Woolworth, who all informed themselves about the product ranges at domotechnica.

Components and accessories for household electrical appliances were shown by the "domo - components" sector which thus specifically addressed the manufacturers of household electrical appliances. "We had very good international contacts - especially from Europe", reported for example Kornel Berwert, Product Manager elfo AG. "As a result we were able to welcome numerous renowned companies to our stand. In addition, we also already discussed specific projects with representatives from development and purchasing departments at individual companies."

In contrast, in the "domo - Selection" sector, brand products from national and international exhibitors were presented. Content-based highlights were set here by various Specials on current trend themes in the household appliance industry - starting with coffee enjoyment, through to energy efficiency and products for the 50+ generation up to the Hall of Fame with the Plus X Award. The fact that these themes really caught the mood of the times was confirmed by the great interest of the trade visitors, but also that of the exhibitors and journalists in the different specials.

Energy efficiency a key theme at the fair
Already on the first day of the fair the lecture forum held within the framework of the "Energy Efficiency in Household Electrical Appliances" Special was well frequented. Numerous interested parties made use of the range of information and discussion topics to inform themselves about political and legal frameworks and conditions as well as the anchoring of the theme at the Point of Sale and in consumer communication. In addition, the "Award-winning Energy Efficiency" competition also saw two awards presented to two particularly energy-efficient fully-automatic coffee machines - one from Jura and the other from WIK Elektro-Hausgeräte. Energy-efficient products were also in great demand on the exhibitors' stands. "The very good response on our stand has clearly shown that energy efficiency is the central theme of our times", was how Markus Eisenbeiss, Head Office MSX Technology, Switzerland, assessed business. "In particular we have been surprised by the unbelievable media presence. That also confirms that energy efficiency is a sales argument, which you can use to achieve clear success in sales and marketing."

COFFEE COLOGNE fully in keeping with the trend
The lifestyle theme of coffee enjoyment was fully in keeping with the trend at domotechnica. As a result, the trade visitors directed a great deal of interest towards COFFEE COLOGNE held within the framework of domotechnica. "For us domotechnica went outstandingly well because the reactions to our products were excellent", said Hartwig Hämmerle, CEO Superespresso AG. "The whole time we were in discussions with top-ranking visitors from all over the world - be it from Israel, the USA, Korea or even Hawaii. There is no doubt that COFFEE COLOGNE also contributed to this success." Not only the exhibitors in this sector were delighted about the large numbers of visitors, coffee seminars and workshops also attracted large numbers of interested parties who were seeking to further extend their coffee expertise. In this connection for example a larger visitor contingent from Honduras came to Cologne to obtain information about products and trends at COFFEE COLOGNE.

50+ target group the focal point of interest
The question as to what products should look like for the ever growing target group of people over 50 was pursued by many visitors. Correspondingly well frequented was the exhibition section of the "50+ - The Future Market for Household Technology" Special, where different companies presented products for the over-50s age group. "We are very satisfied with business at domotechnica", said Martina Koepp, Executive Director GGT Deutsche Gesellschaft für Gerontotechnik®, in summarizing the fair. "The increasing interest in the 50+ target group was clearly noticeable. As a result, in this area as a Europe-wide operating company offering competence and expertise, we were able to make not only international but also very high-ranking contacts in connection with this theme." This is also confirmed by the results of the visitor survey, according to which around 90 percent of the trade visitors are involved with procurement or purchasing decisions at their respective companies. The symposium adjoining the 50+ Special, which was held on Tuesday and Wednesday, attracted a good response.

Hall of Fame with the Plus X Award a visitor attraction
The Hall of Fame with the Plus x Award, Europe's largest technology contest, proved itself as a powerful attraction for visitors and media representatives. Winning products from the competition - with the focus on innovative household appliance technology - were shown there. "From our point of view it was clearly worthwhile being present as a brand manufacturer in the Hall of Fame with the Plus X Award and thus flying the flag", said Erich Geisser, Executive Director DYSON GmbH, in summing up the event. "The encouragingly diverse media response has not least also contributed to this." In addition, a further special highlight in the Hall of Fame was a show kitchen featuring innovative winning products, in which the award-winning items were shown in live demonstrations on each day of the fair.

Trends and new products/innovations at domotechnica
The themes of the communication programme were reflected in the new products at domotechnica. Energy efficiency, coffee enjoyment and products for senior citizens were also the trend-setters at this event. In this context for example an innovative sensor technology for cookers was presented which enables an approx. 50%-saving in conventional energy consumption. A positive side-effect here: nothing boils over anymore either. Energy-efficient products were also presented in the coffee section. One exhibitor for example demonstrated an Espresso machine, which after a short period, automatically switches to stand-by mode and later switches off altogether. In addition, the machine also directly displays whether the coffee powder's ground quality, volume and filling pressure promise excellent espresso flavour. Providing quite a contrast was the advantage offered by another coffee machine using the capsule system: it not only offers capsules with different coffee varieties, but also capsules with high-quality Indian tea leaves. On the 50+ group theme the "LEBENS(T)RAUM BAD" ([Dream] Living Space Bath) Initiative, a federation of several manufacturers, presented a "A multi-generation convenience and comfort bath", which thanks to functions such as orientation lighting or diverse remote-control features, is not only geared to the needs and requirements of older people but also offers all generations genuine comfort and convenience.

domotechnica 2008 facts and figures
At domotechnica 2008, 771 suppliers from 37 countries, 87% of them from abroad, participated in gross exhibition space of 40,000 m2. They included 64 exhibitors and 36 additionally represented companies from Germany as well as 670 exhibitors and 1 additionally represented company from abroad. domotechnica attracted around 11,000 trade visitors from 99 countries, around 70 percent of them from abroad.*

* All figures have been compiled according to the guidelines set by the Society for Voluntary Control of Fair and Exhibition Statistics (Gesellschaft zur Freiwilligen Kontrolle -FKM) and are subject to control by an auditor (www.fkm.de).

The next domotechnica will be held from 22nd to 25th March 2010.

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