BERLIN—During an exclusive interview at the IFA 2024, the premier global trade show for consumer electronics and home appliances, Axel Kniehl, Miele's Executive Director of Marketing and Sales, discussed the German company's successful performance in the Chinese market and outlined plans for further expansion.

According to Namibia Press Agency, Kniehl expressed considerable satisfaction with Miele's current market standing in China and confirmed the company's strategy to deepen its footprint. "We will continue to expand in the country. There are still many regions where we are not yet present and we will take it step by step," he stated. Kniehl's confidence in the Chinese market stems from the economic transformations currently underway and evolving consumer behaviors that accompany such shifts.

Kniehl also shared insights into changing consumer preferences in China, particularly highlighting the growth in coffee consumption and the increasing adoption of dishwashers—shifts that reflect broader changes in lifestyle and consumer demands. He noted that whereas coffee shops were once rare, now grabbing a morning cappuccino is a common start to the day for many Chinese. Similarly, dishwashers, which were scarcely discussed decades ago, are now recognized for their convenience over traditional methods like sterilizers.

Further detailing Miele's approach to the Chinese market, Kniehl emphasized the importance of localization. "We understand that Chinese consumers have slightly different demands," he explained. This understanding has led Miele to tailor its products specifically for China, considering local cooking practices, dietary habits, and kitchenware.

Kniehl also addressed the competitive landscape, acknowledging the significant scale and technological advancement of Chinese consumer electronics giants like Haier and Midea. Despite these challenges, he remains optimistic about the opportunities for German firms due to their deep consumer insights and established market presence. He also noted the reciprocal expansion of Chinese brands into European markets, viewing this as a positive trend for the global industry's future.