300 journalists from over 50 countries
At the annual IFA Global Press Conference, industry, the media and impetus come together to share insights into consumer electronics trends and set the agenda for the IFA technology trade show to be held in September. In this context, Metz, the German premium TV manufacturer, presented details of its progressive internationalization strategy to an international audience for the first time - a key element here is the introduction of Metz Classic in China.
"Every brand needs a good story", with these words Metz CEO Dr. Ing. Norbert Kotzbauer gave his keynote address at this year's IFA Global Press Conference and thus immediately set the stage for his presentation: in the next 15 minutes, it was only a matter of secondary products; rather, Kotzbauer presented the basic strategy behind the new global brand METZ blue and its path the international TV market.
The METZ blue brand has already been introduced in the DACH countries, other parts of Central Europe, Southeastern Europe as well as India, Hong Kong and, more recently, South Korea - each with country-specific product line-ups and corresponding equipment relevant to local requirements, located in the mid-range segment of each market. Other countries would follow in 2019. In the long term, METZ blue should be available worldwide.
During his speech, Kotzbauer also emphasized the central position of Metz Consumer Electronics, which - based in Zirndorf in Franconia - has overall responsibility for the marketing of METZ blue in Europe. This strengthens, according to Kotzbauer, the company location and the future prospects of the company. He also announced a milestone for the already established Metz Classic brand, which should give the company and the brand a further boost: Metz Classic will be launched in China in 2019. The highly specialized TV manufacturer thus taps into one of the world's largest growth markets in the CE industry with its traditional brand.
Details can not yet be mentioned in the target market against the background of the currently still negotiable product policy, but one can be sure that the final concept will be announced at the latest at the IFA in September.