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After spending over ten hours on a long-haul flight covering more than 7,000 kilometers, the team from Zhongguancun Online finally arrived in Berlin, Germany, according to IFA reports. Having spent another day acclimatizing after the exhausting journey, we decided to visit some electronics stores in Berlin to observe how the locals picked out their TV sets and to understand what German consumers truly favor when it comes to top-tier brands.
This time around, we visited MediaMarkt and Saturn, two of Germany’s most popular electronics retailers. These stores are quite similar to Suning and Gome back home. While speaking with the store staff, we learned about the unique habits and shopping philosophies of Germans when it comes to electronics. Unfortunately, cameras were not allowed inside the stores, so I had to use my iPhone 6 to take pictures.
Contrary to popular belief, foreign appliances aren’t always cheaper. For instance, local brands like Siemens, Bosch, and Braun don’t offer much of a price advantage compared to domestic options.
Even TVs, which are often thought of as being cheaper abroad, aren’t an exception here. Prices for mainstream TV models at these stores are typically 2,000 to 3,000 yuan higher than what you’d find domestically. High-end models can be 10,000 to 20,000 yuan more expensive, which is quite alarming. The main reasons for this price gap are the scarcity of European TV brands and the high taxes imposed on imports in Europe.
Japanese and South Korean brands seem to be particularly favored in Germany. LG and Samsung dominate the majority of the booth space, with flagship products displayed prominently. Sony and Panasonic are also well-liked, with one customer even purchasing a 65-inch Sony Z9D on the spot. In stark contrast, domestic Chinese TV brands are almost entirely absent.
Interestingly, despite Chinese TV brands having made significant strides internationally, they still haven’t managed to gain the same level of recognition in Europe as domestic smartphone manufacturers. While we’ve been catching up technologically with Japan and South Korea, there’s still a long way to go in terms of gaining broader international acceptance.
In developed countries like Germany, people place a strong emphasis on ultimate audio and video experiences. Blu-ray disc players, which are niche items in China, are standard configurations here. You’ll find a variety of Blu-ray players shelved, even tailored to specific TV brands. Additionally, SoundBar devices are ubiquitous, offering superior sound quality compared to built-in speakers. There's certainly a noticeable gap between domestic and international markets when it comes to these accessories.
Germans’ approach to purchasing TVs reflects their straightforward consumption philosophy. They prioritize functionality and quality over price. OLED TVs are chosen for their striking black levels, while QLED TVs are bought for their vibrant colors. In contrast, we tend to weigh multiple factors like technological maturity and price, often leading us to explore several options before making a purchase.
The root of this difference lies in fundamentally divergent consumption philosophies. While Europeans may earn slightly higher incomes on average compared to their counterparts in China, their hedonistic tendencies drive them to prioritize enjoyment and quality over cost. This mindset, in turn, shapes a distinctly different consumer landscape. Who wouldn't want to enjoy life to the fullest?