Key trends and competitive landscape from IFA 2024

Published on October 17, 2024

Our experts at Simon-Kucher had a front-row seat to the IFA 2024 in Berlin, the global stage for consumer electronics and home appliances. This year’s event showcased a dynamic industry in transformation, driven by cutting-edge advancements and bold strategies.

From the unstoppable rise of Chinese manufacturers to breakthrough AI-powered solutions, the future of the appliance and TV sectors is being redefined before our eyes. Here are the top 10 trends that captured our attention and are set to shape the industry moving forward.

1. Price vs. value: Erosion of the middle segment

How Chinese players are redefining market dynamics

Brands like Haier, Midea, Hisense, and TCL are rapidly gaining market share by offering high-quality products at significantly lower prices compared to established premium players such as Bosch, Samsung, and LG. These emerging brands leverage their competitive manufacturing costs, strong supply chains, and efficient production…

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