"We find products that we take action against almost every day"
The medium-sized company Beurer from Ulm grew up with electric blankets. Today, 100 years after it was founded, it sells feel-good products on a large scale. Company boss Sebastian Kebbe talks about a growth market - and the cheaper competition from Asia.
Is the electric blanket now in high season?
Sebastian Kebbe: Of course it's a seasonal product. Especially in Europe, where we have low temperatures in winter. But there are also other countries in the world where the heating pad or electric blanket are not so much the focus. In southern Europe, heating is not part of the standard equipment of a house; instead, people provide themselves with direct warmth. Electric underblankets are mainly used there.
The electric blanket is a bit of a cliché in Germany. What role does it still play for you?
It's true that the electric blanket stands for a certain image, but that's basically no longer true. The target groups are getting younger and younger. It plays a role in the company because it stands for our origins. The percentage share of sales is no longer so important. Especially because we now have so many other product groups.
You are active in the wellness market, which is a fast-growing market. How susceptible is it to economic fluctuations such as those we are currently experiencing?
In Germany, we have a tendency to design our own homes or surroundings beautifully. We are therefore not quite so badly affected and are still seeing good demand. We are also experiencing restraint with some products, while others are more stable. And there are areas that are really on trend.
You sell in over 100 countries. Are these feel-good products understood in the same way everywhere? Or are there regional differences?
Of course, economic development plays a role. In countries that are not as economically developed, people's needs are also different. There, the focus is more on health maintenance and therapy. And not so much about the "treat-me-to-something" products.
So you have to be able to afford wellness?
To a certain extent, yes, for sure.
How is the market developing in Germany?
The knowledge and desire to look after your body has become increasingly widespread. Even during the pandemic, many people have realized that a good constitution is important. Blood pressure, for example, is a chronic mass disease that people are becoming more and more aware of. And that's why more is being invested in it, for example in measuring devices.
How strong is the competition from Chinese products, which often come with lower prices?
We have always been in a highly competitive environment. E-commerce platforms in particular are flushing a lot of Asian products onto the European markets. We don't shy away from competition because we stand for durability and quality. What we are concerned about is a glut of products that do not comply with many of the regulations that apply in Europe. Products that do not have CE approval. Products with medical claims that have not been tested.
And they still end up on the market here?
Yes, unfortunately that's the case. I can only recommend looking carefully at what you buy. There is a lot available on the internet platforms. We find products that we take action against almost every day. The EU and the German government have recognized this issue and have also initiated measures. But there is still a great need to put a stop to it.
Do you have a problem with brand piracy?
Not in the sense that someone is using our brand incorrectly. But we do see attempts to copy successful products. And we often find clear violations of German or European legislation.
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Sebastian Kebbe mentions that they occasionally encounter issues with product piracy, especially when it comes to cheaper competition from Asia. Despite this, they remain committed to maintaining their reputation for durability and quality. Additionally, Beurer is also active in the wellness market, a fast-growing sector, and they strive to promote health maintenance and therapy in markets where such needs may be different due to economic development.
Source: www.ntv.de
