If you entered from the South entrance, there was something new this year at IFA Berlin. Berlin’s famous brown good show turned white, white as a ghost.
The ghost of appliances, that is. This year an exclusive exhibition area measuring 25,000 square metres in Halls 1.1 to 4.1 was earmarked for HOME APPLIANCES@IFA.
There’s this photo of Miss IFA precariously perched on a Siemens appliance and what a perfect visual analogy. The relationship between white goods and brown goods has been tenuous at best throughout the years. And Miss IFA won’t be comfortable for the long term on that appliance either.
The ghost of major appliances has haunted consumer electronics ever since an appliance store first decided to add a new product called TV to its product mix. Appliance/TV was one channel, radio/TV another and furniture/TV was a third.
The evolution of high fidelity (it grew out of the furniture console and into self-stacking separates) and TV (it, too, left the wood-grained box for a future separated from furniture) put distance between white goods and “brown goods” channels. And eventually hi fi dealers were born and then video stores and computer dealers. The specialty channels were born and thrived.
Some of those channels eventually added back major appliances, but normally when you see the two physically together…they mix like oil and water.
Brown goods usually require high technical knowledge for sales and service, skills which need to get more complex with time. While white goods need more practical skills and "brute force" to manipulate the devices and heavy tools required to repair them.
IFA cites their motivation as their research showing home appliances fall in same Top 10 lists for consumer purchases as LCD TVs and personal computers.
Continue reading...