HONG KONG -- Europe’s largest electronics trade show IFA is seeking to expand its presence in China, by launching a local edition -- CE China -- this week.

IFA, which is held every September in Berlin, attracted almost 250,000 visitors last year for the weeklong event. 

While Korean and Japanese companies are still one of the biggest exhibitors, the presence of Chinese companies has also soared over the past years.

In order to meet the growing demand among global companies to better understand the all-important market, the organizer Messe Berlin has launched CE China that kicks off Wednesday in Shenzhen, a port city some 30 kilometers from Hong Kong. The event continues through Friday.

“International brands feel there are many challenges to be successful in China. This is a chance for them to meet local retailers,” said Christian Goke, CEO of Messe Berlin, at a press conference held in Hong Kong on Monday.

IFA has picked Hong Kong as the venue for its annual press conference, a preview of the September show, to show its renewed commitment to Asia. It is the first time that the decades-old press event has been held outside Europe.

Amid dozens of consumer electronics shows being launched across China, IFA called its brand power the key to success.

“European companies, many of them market leaders in their region, hope to expand their global presence. And they are turning their eyes to China and Asia overall,” the CEO said.

Chinese retailers such as Suning and Alibaba and European companies such as Bosch and Siemens are the key participants. But big companies from Korea such as Samsung and LG -- major exhibitors at IFA -- are not joining the Chinese event.

IFA executive director Jens Heithecker cited the shortage of time and communication issues for the absence of Korean firms this year.

“We are in talks but the time was very short for the first show,” he said.

With all the rage about connected appliances and smart home, the upcoming IFA in Berlin is also expected to feature diverse new products on the growing electronics trend.

Market research firm GfK said almost 90 percent of global consumers are aware of the smart home concept. Seventy-five percent of Chinese respondents and 55 in Korea responded smart home would change their life in the near future.

By Lee Ji-yoon (jylee@heraldcorp.com)

Korea Herald correspondent