IFA expands to China with new consumer electronics trade show

Consumer Electronics China aims to be "the new premier trade show for the Chinese market"
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A new tech trade show will open next year in China, organised by the team behind Berlin's IFA event.

Consumer Electronics China (CE China) is designed to be China’s premier trade show for consumer electronics and home appliances brands. It's set to take place in Shenzhen, China, in April 2016.

CE China will be a global IFA event, developed by the Messe Berlin team responsible for the success of IFA - Europe's consumer electronics show which takes place each September. 

Work on CE China 2016 started this week in Berlin, with the signing of a Memorandum of Understanding by Limin Guo, Director General of Shenzen’s Economy Trade and Information Commission, and Dr Christian Göke, Chief Executive of Messe Berlin, on the sidelines of this year’s IFA trade show.

The Memorandum outlines a vision of CE China as China’s "premier" consumer electronics and home appliances trade show.

The event will be an opportunity for brands from both China and around the world to showcase their latest products, helping them to target consumers not just in China but also across Asia, as Chinese retailers increasingly gain a foothold in these markets.

CE China will have its home in Shenzhen’s exhibition grounds.

"CE China will build on the huge success of the IFA concept, with its focus on brands and their innovation and products. By bringing together trade visitors from around the world and real consumers, IFA is also an excellent reality check for cutting edge technology, an approach that the Messe Berlin team wants to replicate in Shenzhen," said Messe Berlin in a statement.

The plans for developing CE China have the support of Shenzhen’s city administration. Big Chinese retailers like Alibaba and Gome are also backing the concept, while other leading retailer groups have signaled their support.

IDG, the Chinese publisher for media focusing on consumer electronics, will be a long-term strategic partner of CE China.

Limin Guo, the Director General of the Shenzhen Economy, Trade and Information Commission, said: “Both Berlin and Shenzhen are set to benefit enormously from closer trade cooperation and economic ties. Bringing a global IFA event to Shenzhen is a major step to achieve this goal, and Shenzhen's Municipal Government fully supports and encourages this move.”

Dr Christian Göke, the Chief Executive of Messe Berlin GmbH, added: “What makes IFA so successful is our focus on brands, products and consumers. We wanted to make this move to China at the right time - when we know that we can replicate both the quality and the success of IFA in Shenzhen. We observed the market very closely, and we are certain: the right time is now.”

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