The field of electrical products is booming before the holidays, with consumers who want to renew and upgrade their lives.
The influx of consumers intensifies the race for the pocket of every potential buyer, who seems that, at least according to some experts in the field, he will have to pay a little more this year - and this in view of the increase in prices in the market.
Along with the increase in prices, the innovations also keep growing, and are a real paradise for the lovers of the field.
According to David Hakek, CEO of BSH Israel, "Our innovations are in the field of the 'Home Connect' application that connects products to the cell phone.
There are solutions that you simply fall in love with.
I, for example, am kind of paranoid, and constantly ask if I turned off the electrical appliances when I left the house.
I used to go back to check, but today it's very simple - through the app you can see if the stove or other electrical appliances are working.
The products talk to each other, you can see this in Siemens stoves and cookers, for example.
"Another trend is in giving food products a longer lifespan. We see refrigerators that extend the life of fruits and vegetables almost twice, and thus less food is thrown away. Other refrigerators allow changing colors with removable panels and printing photos. In the future, there will be applications that will work on the inventory management of the refrigerators, Using a camera and a barcode that scans the refrigerator. It will alert when you have fallen below your minimum amount. The consumer will receive a recommendation to purchase the missing product, or alternatively the same alert will be sent to a supermarket that will deliver the missing products with a courier. In addition, according to the inventory in the refrigerator, cooking recommendations will be given in the future and they will save us the question of what Are you eating tonight?"
Miki Beaton, VP of the trade and brands division of Electra Consumer Products, says that "the Sauter cooking and baking brand has a trend of combining a baking oven and a microwave.
This prevents lack of space in the kitchen.
Its volume is large and contains 72 liters.
"In addition, since the Corona period, people are cooking more. We offer new stoves that are 90 cm wide, compared to the standard ones that are 60 cm wide. These are stoves that allow you to place 6 pots at the same time. If you want to move the pot, the stove turns on automatically. Using A timer and a sensor that detects a temperature that is too hot for a long time and the stove will turn off.
4-slice electric matznam, Murphy Richards, 319 S.
"This year, combined Air Fry microwave devices are also dominant, so you can prepare, for example, a hamburger or fish. The food becomes crunchy and crispy in healthy cooking. We also have an innovative Sauter gas grill that combines a plancha. In addition, we brought toasters that can be used to make eight triangles with one click And we recently launched a kettle that allows the app to remotely heat the water and set the exact temperature."
The iron that disinfects
Yair Rosen, CEO of Berimag, points out that a trend that is gaining momentum is the demand for higher capacity washing machines. According to him, "Traditionally, they had a capacity of 7-8 kg, while the Baco brand saw a shift to 9 kg" third.
Now we're starting to see that consumers want more capacity.
We started marketing 10.5 kg machines in standard sizes, and LG also has 15 kg machines, a little bigger than the standard size."
Why do you actually need it?
"This way, for example, you can wash sheets and towels for the whole house once a week. The capacity is 50% greater, so the savings in electricity and water are corresponding. Of course, it is also suitable for large families. We also have a Baco dishwasher, into which you can pour washing-up liquid and the dishwasher Distills the material himself - it's more convenient and wastes less resources."
Moran Dai, Newfan's VP of Marketing, emphasizes that on the eve of the holiday there are categories for which the demand is high, and accordingly there is a response to the needs in the form of various innovations.
"The Tepal brand accounts for 65% of the ironing market share. This is a stable category with stable demand. We have brought a proper answer to the needs with steamer irons, the new generation of irons. It gives excellent results and is suitable for our intense reality. You can move it in a trolley for short trips, and it has an essential function of disinfecting and refreshing the clothes, which Corona pushed the category up. We also brought innovation to the steam irons with LED lighting at the end for good visibility, fast heating and an automatic operating panel. This product with a high level of innovation and allows ironing without effort.
"In addition, during the holiday periods we detect a 20% increase in purchases of audio products. Who still brings flowers and bottles of wine? Bring practical gifts. In the BOSS brand we have a sound projector, which allows you to play in the high-quality 'Dolby Atmos' format. There is also a high-quality Bluetooth speaker called Flex , which is capable of being half an hour underwater at a depth of one meter."
BOSE hands-free speaker, photo: courtesy of Newfan
Dai points out that the kitchen products category also grew by 25% in preparation for the Tishrei holidays.
"We offer new models for the Bauknacht brand of refrigerators. Each compartment is divided into three drawers, and each drawer can be at a different temperature. So, for example, during the holidays, when you host, there is more capacity for the freezer."
"Five floors of baking"
For the couch potato lovers among you, the field of televisions is also undergoing upgrades all the time.
According to Manny Dahan, Director of Customer Experience and Digital at the HI Group, "The G brand has innovations in voice control, including searches in Hebrew. The TV can be operated without a remote control and it can be ordered to turn on using a voice command. Smart TVs have a built-in sports app for the World Cup in November The viewer chooses teams, and even if he is on another channel, he will receive a warning about scenarios in the game, goals of the preferred team, its game schedule, and more.
50 inch TV, Xiaomi, photo: Xiaomi PR
"In the field of new Gurnia brand ovens, there is the option of an 'air fryer' built into the oven, starting at 3,800 shekels. You can cook in it without oil, and this actually eliminates a whole category of products. We have ovens that hold 77 liters, when usually the volume is 60 liters. You can use five floors of baking. These are changes that came as a result of the corona virus, when people started baking."
Assi Arbiv, one of the owners of the Clinton Trade Group, points out that there are key trends that drive growth in the kitchen electrical market in recent years: "The health trend motivates consumers to look for functions and devices that enable cooking methods with reduced oil, which preserve more vitamins and minerals in the food; the small house trend, common in Israel, prevents Consumers look for 'both' functions while unifying appliances There is also a growing interest from amateur cooks in advanced cooking functions.
"The ecological and digital trends also affect the nature of the purchase. The health trend, as mentioned, will also continue to be a significant part of consumer consideration, especially in the home kitchen. Accessories such as hot air fryers come in a volume of over 4 liters; juicers are becoming a must-have item in kitchens, and allow to extract 50% more juice from any fruit or vegetable, including an opening for squeezing vegetables and whole fruits; and there are also ovens that allow you to choose the desired percentage of steam, it reaches this resolution."
Ninja food processor, 999 NIS, photo: PR
"Everything that happens in the electricity industry is that the customers are going for innovation, and we see it all over the world," explains Lior Levy, VP of Trade of the Sharig Electric Company, importer of the electrical brands Ninja, Shark, and more.
"In Ninja World, we are launching a pressure cooker whose capacity is 7.5 liters, compared to 5.5 liters compared to the past. The cooker shortens the work time by 75%, allows you to prepare an entire meal in three layers, and includes three cooking modes: cooking in a pressure cooker, cooking with a combination of steam or hot air cooking.
"We are launching a large new grill with a Hebrew panel, which allows you to work with an open lid. In addition, as an exclusive importer - all our products are adapted to Israel. We have a brochure that is suitable for the kosher raw materials in Israel.
"Beyond that, there are Morphy Richards hair dryers that allow you to make four hair dryers at the same time, and the Shark brand will offer a vacuum cleaner that adjusts the suction power to the level of dirt. In the field of Remington hair products, the temperature is adjusted to the type of hair in order to maintain it for a long time, using sensors."
According to Lior Reuven, the owner of Unico, "We offer vacuum cleaners with washing tanks that have grown significantly, and the brushes have become smarter. Whoever buys a floor cleaner also wants to vacuum the sofa. Of course, all the products are smarter and connected to an app. You can know, for example, when Did the cleaners in the house work and at what time."
Ofer Gabai, CEO and owner of the OIG company, points to innovations in the field of small household products. "We have a juicer without a screw and without a net.
It is a new patent that does not create oxidation and there is no loss of nutritional values.
In addition, there are only two parts instead of about 18 parts, and you can insert three apples without cutting them.
In the field of mixers, one of the developments is a device with four programs: stirring, dough, cream and whipping.
Anticipation of Black Friday
Beyond the importers, the managers of the electricity grids are also anticipating quite a few interesting trends.
Maxim Ohana, CEO of the Olam Cinema chain, and Daniel Bar-Sheda, the chain's marketing and business development manager, say that there is a great demand for products that until a few years ago were industrial and have become household products. "Tabons have become a household product.
People start making pita bread.
We have 12" and 16" taboons.
Most of them are suitable for making a pizza with a diameter of 30 cm, and there are also trays that are suitable for making a pizza with a diameter of 50 cm - the size of a family pizza.
The gas grill has become a really basic consumer product, no less than a washing machine and dryer.
Sales in the category are constantly increasing, and it is sold throughout the year."
What about prices?
"We are in a downward trend, and offer built-in ovens for NIS 499, smart TVs, 4K quality, 50 inches, starting at NIS 999, and more. We sell at a low profit in order to reach more customers. The socio-economic situation is not getting better. We We sell a Dyson V15 for NIS 2,690, when it is sold in the market for around NIS 3,000. A Bosch washing machine, 8 kg, costs NIS 1,390."
Guy Reuven, CEO of the Best chain: "Our retail division is called Best and is part of the HI group, which previously dealt mainly in the cellular sector, but today we have expanded into the field of electrical products, pharmaceuticals, camping, and more.
We buy Ninja, Xiaomi and Dyson in parallel imports from European countries and the East.
Dyson which costs 3,290, costs 2,790 shekels for me.
The consumer knows that he is receiving a guarantee from the HI Group, which has been active in the market for 40 years.
"We recently entered the pharmaceutical sector, offering Colgate toothpastes for NIS 5, Gillette knives for NIS 40. A perfume that costs NIS 300 costs NIS 180 for me. I earn a few percent. When your profit percentage is in the single digits, you become To be Robin Hood and the national savior."
Shuav Tinko, 3,190 NIS, photo: Public Relations
A surprising category that the electrical warehouse chain is about to enter is the sale of leading elite fashion brands for men, women and children with a commitment, it claims, to the lowest price.
According to Erez Wesner, VP of Sales at the Electric Warehouse chain: "The entry into the field of high-end fashion is in line with the strategy we are leading to be the electrical retail chain with the largest supply in every field.
"Soon, about 19,000 items from the world's leading fashion houses will be offered on the chain's website and in the digital kiosks located in the flagship stores, including: Nautica, Nike, Adidas, Hugo Boss, Armani, Levi's, Calvin Klein, Tommy Hilfiger, and more."
This year the chain is even preparing to expand its activity in the surplus area, and intends to double the area allocated to the surplus branches.
What about the consumers, will they pay more?
Sharon Rahamim, VP of Trade of the ALM chain: "All the prices up to this moment are still high because of the transportation prices and the costs of raw materials in the world.
In my estimation, we will see cheaper prices from the holiday until Black Friday.
The reason is that the importers have a lot of stock that was ordered due to the shortages during the corona virus."
Wesner: "The coming year is significant for the electrical retail industry, as part of the buzz surrounding the cost of living in Israel will require streamlining in all company systems, in order to continue to offer customers an improved shopping experience without compromising the price level. In the coming months, the electrical warehouse network is completing a logistical preparation process that will allow it to guarantee its customers the supply of The product they already purchased on the day of purchase."
Dai: "At the current point in time, before the holiday, Newfan is in the habit of not touching the prices as much as possible. During the Corona period, in 99% of the cases we had stocks in the warehouses and we did not touch the prices."
Levy: "The prices of raw materials don't stop rising. Transportation prices have indeed decreased, but it is still five times higher than when the epidemic broke out. In the meantime, when there is an increase in sales, like now, we absorb it. To tell you that it is possible to avoid price increases in the future? It is impossible to guarantee that ".
Yair Rosen also says similar things.
According to him, "At the moment we haven't raised prices yet, but to say we won't - that's very difficult."
David Hakek points out that in the last six months the price increase was 3-5%, "both in the market and with us. The importers waited for the price increase".
Beaton points out that currently Electra Consumer Products does not update prices in the market.
According to him, "There was an update in March-April, but it was minor. The Russia-Ukraine war affected trucking prices. We hope that towards the beginning of the year we will see a line in trucking prices, mainly from the Far East and Europe, and then we will remain with sane prices."
Dahan, for his part, thinks that the World Cup will have a positive effect on the prices of televisions.
According to him, "In the lead up to the World Cup, promotions are expected. The prices have gone up a bit because of model changes, but it's not because of the cost of living. It's natural, and by Rosh Hashanah it will be forgotten."
Siemens coffee machine, photo: courtesy of Siemens
Assi Arbiv does not think there will be a significant increase in the electrical goods market: "In the last year, following the high transportation costs, the electrical goods market experienced an increase. Now, with the moderation of transportation prices and the return to regular activity of factories around the world, we believe that this year we will not experience a significant increase in the electrical goods market. The drop in the exchange rates of the euro and the dollar also reinforces the assessment that prices in Israel will not rise significantly in the near future."
Dramas?
not soon
Another issue that may affect prices is the import reform that began last June.
In this framework, it is possible to import products that meet the international regulation, that is, it is possible to import products that do not meet the Israeli standard, based on their compliance with a European or other standard.
Will the reform have a positive effect on consumers?
Bitton: "I definitely see a trend of the Ministry of Economy and the Ministry of Finance leading a move that will be reflected in the consumers. If the major importers pay less for maintenance, this will probably be reflected in the consumer."
Reuven: "The process now with the Standards Institute is faster and cheaper. This results in a discount because you can refer to European tests which are good enough. It shortens time and saves money."
Hakkak: "The costs of logistics, transportation and waiting for the ships outside the ports are huge. There is a solution because there are private ports in Haifa and Ashdod, but no one wants to mess with the committees. The government is weak before elections."
Dahan: "We are not currently expecting any drama in our various products. In the area of televisions and refrigerators, the prices are quite good anyway. I don't see how this will bring us to other prices, because the prices in the market are still competitive"
were we wrong
We will fix it!
If you found an error in the article, we would appreciate it if you shared it with us
