We covered Panasonic’s booth at IFA 2023, which started on September 1st in Berlin, Germany. In 2023, Panasonic will launch products in Europe under the theme of “Holistic Wellbeing,” including home appliances for cooking and hairdressing that make people’s bodies healthy both inside and out, and audio and visual home appliances that make the living environment more comfortable. We offer a wide variety of products that enrich communication, including digital cameras and smart home appliances that monitor pets.
Focusing on “sustainable home appliances” that consider the earth and lifestyle
Panasonic is committed to creating industry-leading solutions for carbon reduction and circular economy worldwide. We are also actively reviewing the product design philosophy of our products.
For example, a modular personal care system for men sold mainly in Europe and the United States. With its one-touch head exchange structure, it has a new format that can be used in a wide range of ways as a personal care tool, such as being able to use it as an electric shaver and a toothbrush.
Starting in the summer of 2023, starter kits “CKN1” and “CKL1” (N stands for nickel metal hydride battery, L stands for lithium battery) will be released in some parts of Europe, including Germany, for around 70 euros (approximately 11,100 yen). In Europe, many men keep long beards, so the head in the starter kit is basically a trimmer, but it will be possible to use it in multiple ways by replacing it with an “interchangeable head,” which will be sold individually or as a set. Become.
By covering the various uses desired by users with a single product, it is an eco-friendly product that also proposes manufacturing that is kind to users’ pockets. Panasonic’s modular personal care system has been a hot topic in Europe since its release.
At the press conference held online prior to the opening of IFA, Masahiro Shinada, Representative Director, President and CEO of Panasonic, gave a speech. “Our goal is to develop the company’s various businesses while balancing the well-being of many people with global sustainability. We will work hard to realize this vision. I do,” he said.
Products rooted in European lifestyles are also popular
White goods are deeply connected to the lifestyle, culture, and customs of people living in each region, and it is important to establish a system for product research and development that is rooted in the region. In Europe, Panasonic has bases in Germany and the United Kingdom, and researches the lives of consumers closely. The collected data is utilized in the design and development of a global model (this design and development is done in Japan).
For example, a hair dryer comes with a large comb-like attachment to help users with curly hair, which is common in Europe, to loosen and dry their hair. For a moment, I was surprised by the appearance of a large massager that stimulates the pressure points on the head.
Home bakeries are popular for cooking utensils. According to Panasonic staff, bread, which is essential to European people’s daily meals, was something that was “bought at a store” because it took a lot of time to make. However, since 2020, when the new coronavirus infection began to spread, the so-called stay-at-home demand has increased, and home bakery products have been selling like hotcakes. The lineup of home bakeries includes the “French machine”, which many people prefer hard bread.
As for audio, there is strong demand for portable radios in Europe. Although it may be tempting to call it retro, the RF-D15, a portable radio with an antenna that gives it a nostalgic feel, is a state-of-the-art model that is compatible with European digital radio (DAB+).
Additionally, completely wireless earphones and wireless headphones are expected to become more popular in some regions. The number of countries and regions where Panasonic brand models will be introduced will expand.
Smart home appliances originating from China and landing in Europe for the first time
There is a pattern of home appliances developed in China that enhance the well-being of users expanding into Europe. One is the air fryer, which is a cooking appliance that does not use oil.
Due to the growing interest in healthy eating in Europe, we will launch two new products in 2023. 5 liter and 6 liter air fryers for family size.
As a side note, my impression is that in Europe, there are many cooking appliances that are based on black. For example, ovens and espresso machines are especially noticeable at premium price points.
According to a Panasonic representative, even in Europe, women often have the final say when purchasing home appliances for their families, but even so, in Japan, where black is popular, “white” home appliances are widespread. (Even in Japan, home appliances that do not have a white body are now widespread).
Another product from China is a smart home appliance that watches over pets. Panasonic also sells HD pet cameras in Japan.KX-HDN215“, but starting in Europe from the end of 2023, we will first introduce smart pet feeders (devices that feed food) and smart drink fountains (devices that feed water) that are popular in China. It is a smart home appliance that operates quietly for a long time with low power consumption and noise performance of less than 25 dB so as not to startle your pet.
Wireless speaker for gaming goes wireless
Let’s pick up Panasonic’s audio/visual product exhibits that caught our attention.
One is the neck speaker “Sound Slayer (SC-GNW10)”. Sales in Europe are scheduled for December. Also in Japan, it seems that it will be exhibited at the “Tokyo Game Show” that will start on September 12th.
As a product in the same category, Panasonic has a wired type “SC-GN01” is on sale. The new product, SC-GNW10, uses 2.4GHz digital radio with less audio delay and noise in combination with a dedicated transmitter.
It is also compatible with Windows 11 and Windows 10 PCs, PS5 and PS4, and Nintendo Switch TV mode. For computer users, the “Sound Slayer app” is available to configure detailed settings for the device.
The main body, which has four built-in speaker units, is designed based on ergonomics. The volume of the main body has been expanded by about 60% to achieve a powerful sound. There are three types of audio modes: “Role Playing Game”, “FPS”, and “Voice”, and there is also a gimmick in which the LED light flashes in time with the sound being played.
Weighing around 400g, it doesn’t put much strain on your shoulders, and when I tried listening to it myself, I was able to enjoy the comfortable feeling of powerful sound surrounding me. Developed in collaboration with Intelligo Technology, it also has a built-in microphone with AI-powered noise reduction and echo cancellation. It supports voice chat while gaming while delivering clear voice.
Featured Technics and TV products
In the portable audio category, the Technics brand has released the EAH-AZ40M2, completely wireless earphones equipped with noise canceling that supports LDAC and multipoint. The price is 149 euros (approximately 23,000 yen). It also appears that the 349 euro (approximately 50,000 yen) wireless noise canceling headphones “EAH-A800”, which were previously released in the United States, will be released in Europe.
In the visual category, this is the flagship model organic EL TV. I was impressed by the demonstration of “gaming” that met European expectations.
Regarding TVs, in Japan, Fire TV-equipped TVs are being sold through a collaboration between Funai Electric and Amazon, but in Europe, the same Fire TV-equipped TVs are being sold by multiple manufacturers, including Panasonic. In Europe, the required tuner configuration (terrestrial/satellite/CATV) differs depending on the region, so we are also developing TVs with built-in “5 types of tuners” to meet all needs.
At overseas events, we can witness how Japan’s leading electronics manufacturers like Panasonic create unique products that are closely related to the lives of people living in various parts of the world, and have gained the support and trust of many users. I feel that it is the real thrill of interviewing.
