Page 20 - Ei Christmas Magazine 2025

20
Sales & Marketing
cont.
Germany
German Review 2025
• A challenging business year in Germany and Austria in 2025. Business held
up at a stable level across the board.
•
The economy has been struggling with low growth, especially in the housing
new build area.
•
This poor performance is considered to be the result of a weak economic and
political situation. Approval and bureaucratic barriers lead to a huge backlog
of non-completed/held up projects.
Ei Electronics
•
Ei’s smoke alarm business is 5% down in 2024 and overall, 10% down on
target.
•
Despite a difficult environment market share was gained in various channels.
Web & Retail
•
2025 was the overall second-best performance (2017 was the best year)
for Web & Retail business consisting mainly of Amazon and national DIY
accounts such as OBI and TOOM.
•
A significant advertising and branding campaign has assisted in driving
growth.
•
Product range is mainly 650 stand-alone products, as well as RF.
•
A market share level of 21% has been achieved and the Ei650 is the overall
best-selling smoke alarm, while also being sold at a significantly higher price
than competitors’ products.
•
Ei is the market leader in the German retail sector.
Electrical Wholesale
•
Electrical Wholesale business for Ei was similar to 2024, but in a shrinking
market. This was the highest turnover level since 2017.
•
Ei has overtaken Hekatron as the market leader - together with over 80%
market share. Ei account for 43.5% and has made great strides in this channel.
•
RF/RadioLink sales account for over half of the channels sales, and these
were driven in 2025 by RF Combo packs.
National Accounts
•
National Accounts delivered the most disappointing
performance of all customer groups.
•
Negative impact was driven by ISTA – one of Germany’s biggest Service
Providers who moved most of their business to a competitor.
•
This was a main reason for sales being below expectations.
Meter Reader
•
The small and medium sized Meter Reading companies performed strongly
- won additional market share in the field by taking business away from the
National installation companies.
•
Ei’s Meter Reader business is up more than 20% over last year. Assisted by a
price increase this sector has proven very solid for Ei over the last years.
Austria
•
A small market and business performance in 2025 was stable.
Salesforce Re-Organization
•
To achieve a more efficient and focused sales strategy, the sales team was
re-organized.
•
Johannes Reissner was promoted to National Sales Manager, and greater
resources were focused on decision makers in the housing industry and
project business.
•
This approach has proven to be successful, and over time will drive business
results.
Branding Campaign
•
A marketing campaign aimed at increasing brand recognition by private house
owners began in quarter 4.
•
This included a testimonial reference from Oliver Baumann the current
German football international goalkeeper. Included in the programme is
banner advertising in Bundesliga stadia, as well as advertising in “Kicker” -
the leading football magazine, and internet and in-store displays.
•
It has been very well received and will prove interesting in 2026 to see how
this has increased the Ei visibility.
Outlook 2026
•
The outlook for 2026 is promising and a stable business environment is
expected.
•
The quality leadership that Ei has attained over years continues to prove a
winning formula.
•
The number of projects being managed are now at an all-time high.
•
A significant number of projects planned for 2025 were deferred and not
cancelled. These should come on board in 2026.
•
The product roadmap sees a LoRA version of the Ei6500 series as well as
a Smart/Thread Ei650 variant expected to be launched by Quarter 2/2026.
Combined with a monitoring feature in the Ei600RF series, it will allow Ei
DACH to address new customers.
The German Team at the B2Run
Kudar Al Kassou
5 Years Service
Robert Schmitz
10 Years Service
Michael Wübben
10 Years Service
Thorsten Teichert
15 Years Service
Thorsten Tomaszewski
15 Years Service
The German boys at the summer party The Christmas Snow Party
Anna Stekla
Finance
Awards New Face