On September 5, 2020, the three-day IFA closed successfully. As the first large-scale offline international exhibition since the outbreak of the pandemic, although the scale of this IFA has been reduced compared with the past, the exhibitors still brought many surprises to the global audience.
At the beginning of April this year, IFA Berlin officially announced that the IFA that will be held in the summer of 2020 “cannot be held as usual.” This speech made many expectants believe that this year’s IFA offline exhibition activities will be cancelled. However, by issuing strict protective measures, such as restricting the number of visitors, imposing compulsory wearing of masks, and strengthening identity checks, the IFA exhibition on the one hand tried its best to ensure the health and safety of the participants; on the other hand, it also ensured the smooth holding of the IFA and increased market confidence in the recovery of the European economy.
The IFA 2020 Special Edition is mainly composed of three sections. The first section of the “IFA Global Press Conference” was organized by Chairman of the Supervisory Board of gfu Kai Hillebrandt, Executive Vice President Messe Berlin Group, IFA Executive Director Jens Heithecker, and CEO GfK Peter Feld. Jens Heithecker emphasized the importance and symbolic significance of this year’s industry gathering: “When it comes to doing business, nothing beats the personal connection. This is why having IFA 2020 as a real-life event is such an important sign. It is a symbol to show that together we can look beyond the pandemic and its consequences. There is a normal ahead, and now it is up to industry, retailers, media and consumers to build and shape the ‘normal’ that is going to emerge”. In addition, executives from Qualcomm, LG, Bosch Home Appliances, TCL, Huawei, Haier, Schneider Electric and other famous companies also participated in the IFA global press conference and introduced the development and vision of the company in recent years to international reporters, and global netizens who watched the live broadcast. In addition, during an interview with the Foundation German and Chinese Culture, Jens Heithecker also said that Chinese exhibitors are becoming an increasingly important part of IFA. He welcomes and looks forward to more Chinese exhibitors coming to Berlin IFA next year and provide a new inspiration to the world.
The second section IFA NEXT (Innovation Platform) and Shift Mobility (Future Mobility) exhibition area with the theme of “Technology, Business, Innovation and Inspiration” has become the key to nearly 90 small and medium-sized enterprises showing new products and new ideas. Their breakthrough achievements on important topics such as artificial intelligence, Internet of Things, 5G, smart life, virtual reality, electronic health, etc., demonstrate that despite the pandemic , the development of science and technology continues to move forward. In interviews with the founders or CEOs of these small and medium-sized companies, the reporter also gained a deeper understanding of the actual use of the products: The RFID card can effectively prevent credit or debit card information from being illegally stolen, the Deep subwoofer changes the vibrating frequency according to the rhythm of the sound to give users a new tactile experience, the Asian food box dedicates to bringing new Asian food experiences to global consumers, etc. They are all looking forward to using their new technology and new ideas to bring consumers a better user experience.
The third section “IFA Business, Retail and Conference Area” is a business meeting room and lounge carefully arranged by the organizer, aiming to provide a communication venue for major companies, investors, media reporters.
Although the scale of IFA this year is not as good as in previous years, as IFA Executive Director Jens Heithecker explained in the interview, “Although IFA2020 is smaller in scale, it is safer and it was successfully held. For global exhibitions, this is exactly a fresh start”. Let us look forward to the gradual recovery of major European exhibitions in the post-pandemic era, which will hopefully bring more surprises to the global audience.