Title: IFA 2020 

Story:  Miele

Date: 05.09.2020

Location: IFA Berlin, Germany

Duration: 11:45



Shotlist


00:00 - Interview with Dr. Axel Kniehl, Executive Director Marketing and Sales, Miele

00:06 - "It has always been one of the most important if not the most important fairs, internationally for us in order to present our products talk to our customers and make sure that everybody can engage with our products and Innovations. Yes the format is different this year but still it provides exactly that opportunity to us, we just come off the Global press conference and we had an opportunity to really engage with, I don't know, hundreds of journalists around the world to make sure that they all see what is coming new from Miele the next six to 12 month."

00:39 - "This is a little bit akward, to go to a fair and not be able to have any direct contact with our customers. There is a lot of opportunity to meet here on the fair ground, to have long discussions, talk about the plans for next year. See about what joint strategies we could develop to become even better. And of course thats something that we are missing. So we are using different formats now, to do something similar we of course moving digital to do those things.  But we are also looking very much forward to 2021 when hopefully IFA will take place in a normal way and we can all be back here and meet our customers from all over the world."

01:21 - "Impact of Corona on our business and on consumer behaviour is probably something most discussed and talked about in many many Media but also inside within Miele, because we see a tremendous shift. But i would to a large extend call it more an acceleration of trends that we had already seen beforehand. So the first immediate impact of course is that people were staying home and everytime people stay at home they spend time with their immediate surroundings and they spend time with their appliances and they start realising and understanding where they might be unsatisfied or not happy or where they would be eager to try something new that they can't because they don't have the right product at home. This is something that we were seeing all over the world people spend time at home and they decided that it was time for a change to something new and at the same time because people could not travel they couldn't really spend in things that we typically doing in the summer and the spring. Going on vacation, travelling, going outside, spending time with others in restaurants ecetera. There were also funds available to actually invest into the house. We've seen a true surge in demand after the first short immediately impact. Then we've also seen that of course the trend of digitisation has accelerated in combination with the trend to spend time at home and learn how to cook. So that's something we've seen for many years already, we've been driven by all these cookingshows and people spend time and try to cook. Now they have the time they were at home and since they couldn't go out they were using digital tools to try to understand what to do so this whole cocooning 2.0 has accelerated the trend for cooking in combination with digitisation and that's where actually we now come to play with our product Innovations that were showing here at IFA." 

03:24 - "We have highlights lets say in the classical products sphere like our very brand new slimline dishwashers 45cm that hold all the Innovations we have in the products that we launched just a year ago in the g7000 series with the power disc with very new baskets with very speedy programs very high energy efficiency so the key things consumers are looking for. We also bringing new washer dryers that hold 9 and 6 kg and are extremely fast within one hour you can get your item washed and dry so something in our today's Society truly important. And then we have also a new freestanding coffee maker that is very very much focusing on that perfect milk froth that you need in order to have this tastefull cappuccino or Latte Macchiato if you'd like to taste. And then we are presenting a hole area of Innovations in what I would call digitized cooking experience."

04:25 - "Digitisation in the kitchen coming from the trend that we see now over years already has focused our attention on the question how can we make it easy for the consumer to cook and get the perfect results. And use digitisation, artificial intelligence to make that easy and supportive to the consumer. So there we have a couple of things that we presented here this year. The first one is smart food ID so basically we launched already a year ago in our premium ovens an oven with an integrated full HD camera that provides a perfect image of what's inside and you can look on your smartphone but that's not the true clue. The clue comes now with smartfood ID that camera can detect what you're putting into the oven and so it can detect whether this is a pizza or it's a roasted pork or it's potato chips or whatever you put inside. It detects what it is and basically puts the perfect setting for getting the best results out of this automatically on the display and you just have to confirm that this is what you would like to do. So that's already amazing because it takes away all the tune of understanding what's the right program setting do I have to do it with moisture, without moise it's just gonna be there. The second element that comes together with it is smart browning. Now smart browning is the typical situation you know that also happen a lot in corona. People are at home and they do pizza, they either go to the supermarket and get a frozen one or they will try themselves. We've seen a lot of people trying themselves making pizzas and then you put it into the oven and now the camera again can detect the state of browning of the pizza. So you just switch on the oven and at the end of the day it will automatically stop baking the pizza when the pizza is in a perfect situation. But that's not all, imaging watching a football match and its 85 minutes you put in the pizza already earlier and now the pizza is actually ready but you can't walk away from the TV screen because now is when all the excitement is. There is taste control in our ovens which means that when the cooking process is over the oven door opens a bit, takes out all the hot air and just contains the air required in order to keep the food warm without further cooking. And so you can you know very calmly watch the match until it finishes or the TV series or whatever you do and the pizza will still be perfect when you come back or whatever else you put into the oven.

07:11 - "We have the Cookassist which you know is probably one of the biggest challenges to people when they're at home. People believe that making a nice filet mignon is an easy task because you just put it into the frying pan. But most people fail, why do they fail is very hard to say from the thickness of the meat and then the desires of the one that is eating it, so english medium well done, to always have the perfect time until it's really finished. So this is where Cookassist comes to play. Basically it's in the app and it provides a step-by-step sequence as to how you have to fry your steak or you filet mignon etc. until it's exactly done to the point that you would like to eat it. That really all truly works with artificial intelligence and the the cooktop basically measuring not just the temperature but then also providing, in the combination with the type of meat, the right information back to the smartphone: now its time to turn around, now its time to take off heat ecetera, and now its done."

 
08:22 - "The key question of course remains what will happen in the future and how will cooking look like in 5 to 10 years from now. If I had a glass crystal ball, i would probably not be standing here, but of course what we see is that the trends around support of the consumer in the kitchen to really make sure that all these different recipes come to a great result that's where we need to work on. People have so much joy and fun and experiment and trying new recipes, trying recipes they are far away from home - you know - in Europe doing Asian dishes and in asia doing Italian dishes whatever. But the knowledge about how to cook is not necessarily improving and the time that consumers have is also not necessarily improving. So we need to support them in the right way. Not just with recipes but with these kind of digital assistance systems that really ensure that the process is working fine. And then we have another big trend which is all around healthy living, sustainable living and that's where the question comes: where do I get my my best ingredients, my local ingredients, my biological ingredients and then how can I store them in the best way. For example right this year we were coming with two things that are crucial in that journey one is our new k7000 refrigeration series. It has a compartment for vegetables that uses water to create a very fine mist to go on the vegetables and there for keeping them not only fresh for much longer time but also keeping them crispy. That is I think something people are really missing today, when you keep it in your vegetable compartment it doesn't look too nice. This way it's like in new premium supermarkets when you see that mist coming down that's what we now have in our new refrigerators. The other thing is our plantcube from Agrilution which is providing all the possibilities for vertical farming at home. So you can create all kinds of different salads and herbs and groudon in a refrigerator like size plantcube and grow them and then harvest them and have fresh smoothis and try new dishes with asian herbs etc etc. That's all supporting that second trend which is: how can I get the best ingredients and then have them ready when the moment I want to cook."

10:50 - Footageclip Miele Oven


11:45 - END