Page 18 - Ei Electronics Christmas Magazine 2024

18
Sales & Marketing
cont.
Germany
New Faces
German Review 2024
• A record year in 2023 almost double the previous record. The big question
was whether this growth could be built upon in 2024?
• The year began very strongly for both the Ei6500-OMS Series and Ei650
Series. The dominant market driver was the German Bundesland Saxony
which had a first installation deadline of December 2023. Ei had a very strong
year in this region and achieved an extremely high installation level due to
working with all the major installation companies. This is the last German
Bundesland which implies that now all German housing stock must be fitted
with smoke alarms. Carinthia in Austria also had a one-off project business.
• The expected additional driver for 2024 was a re-fit of Baden-Württemberg
and Hessen alarms which both had their initial installation deadline in 2014.
A seamless transition from the Saxony business was slow to materialize and
from August sales dropped significantly. From Quarter 4 we are once again
seeing an engagement from these replacement accounts and this trend will
continue into 2025.
• Germany has been dealing with a broader recession environment and
investment in housing stock either new-build or renovation has been
significantly depressed - a trend that has continued from 2023. Nonetheless
Ei has proven itself to be a feisty competitor.
Meter Readers and national accounts
• The performance by these installation and service companies was particularly
strong but a major national meter reader ISTA installed less products than
expected – after having a strong performance in 2023. Other service companies
performed as expected and this is likely to continue next year (2025). Ei has
proven itself to be a feisty competitor.
Housing Associations
• The sales strategy of attaining direct access to housing
associations has been very successful and the objective
is to integrate Ei smoke alarms into the processes and systems of these
associations. A number of larger projects have been won and these will begin
to become noticeable in 2025 and beyond. A key driver for the HA accounts
is the implementation and use of the Ei Smoke Alarm Manager. The tool is an
essential addition driving the German digitalization strategy and winning new
customers.
Market Perspective 2025 and beyond
• Despite the bleak economic outlook, Ei expects growth over the next two
to three years as the regions Hessen and Baden-Württemberg replace
smoke alarms. Additional regions will begin to replace with North-Rhine
Westphalia the largest coming into replacement mode between now and
2027.
• Although the German business was not able to continue the growth trajectory,
a very strong year has been completed and the outlook for growth is present.
The market position is getting stronger year by year and the key focus on
quality has created a position that Ei is the market leader in the overall market
as well as the major sales channels. A great performance and one that will be
built on in 2025.
Web Retail: Premium Segment
• The lack of availability of tradespeople and the high costs have led to a trend
where sales in the Web i.e. Amazon and Retail/DIY sales channel increased
by over 10% for the year. The growth is particularly based around the Ei650
Series however the CO alarms have been under major price pressure from
a new low-price competitor. This resulted in a reduction in the number of
CO alarms brought into the market. Ei achieved a 20% market share in the
retail sector which is a slight increase. It must be stated that competitors are
selling at a major price reduction. This is a remarkable success and a great
compliment to the Sales and Marketing team.
Electrical Wholesale
• For the first time, Ei has overtaken Hekatron’s leading market share position.
In addition, despite a very downbeat electrical wholesale business, Ei
achieved growth in this sector of more than 10%. Significant progress has
been achieved with the largest German wholesalers of Sonepar, DEHA Group
and Würth Group. A preferred supplier agreement has been arranged with
Sonepar and this promises a significant market share increase in 2025.
Philipp Preuth
Installation Team
North
Martin Geppert
Technical Team
Samer Eladad
IT Systems Developer
Daniel Finkbeiner
Installation Team
South
Hannes Reiners
Marketing Team
Jana Fleischer
Installation Team
North
Amina Zulji
Customer Service Team
Team Germany 2024