CIIE Lessons: Long-term Booth Strategies for Trade Organizations and Brands
We have witnessed the evolution of the China International Import Expo (CIIE) over the past few years but the recent edition, following years of COVID-19 disruptions, has brought a refreshing and dynamic outlook to the event.
It felt as if a collective sigh of relief and excitement rippled through the halls as exhibitors and visitors alike embraced the opportunity to reconnect and showcase their best in a post-pandemic world, and an open China. In fact, for many we talked to, this was the target this year, to gain connections and raise brand awareness.
However, participating in CIIE can be a challenging and costly endeavor. At China Skinny, we want brands big and small to really get a return on their investment that they can be proud of. To do that, this year we have taken the time out of our presentations during CIIE and compiled key points for brands to focus on in future booths to maximize their presence and impact, without overstretching resources.
For Trade Organizations:
Play to Your Country's Strengths:
The most successful booths during our multi-day journey for trade organizations were, by far, booths that leaned into their country's strengths. Whether this was a mock French cafe, or a Central American jungle, these themes made visitors feel as if they were stepping into your country.
Understand and embrace how Chinese consumers perceive your country. Is it known for its innovation, rich culture, or unique craftsmanship? Use this angle to connect with your audience.
Show off what makes your country special. Whether it's a traditional craft, a cutting-edge technology, or a unique approach to sustainability, make sure it's front and centre at your booth.
Tell Your Country’s Unique Story:
Your booth is your time to showcase and highlight the story of your country. Get to your roots, make visitors dive into your value from heritage to origin and use the opportunity to enhance perceptions about your country’s categories of strength.
Every country has a story to tell. Use yours to create a narrative around your products. It could be about the heritage of your wine industry, the technology behind your automotive sector, or the crisp ocean waters of your seafood.
Use a mix of storytelling and interactive elements to make this narrative come alive. Think multimedia displays, engaging speakers, or even VR/AR experiences.
For Brands:
Your Booth Is Your World:
The image around the booth will say a lot to visitors about the quality and value of your product. Successful booths were able to capture the essence of their brand and turn it into something physical. The benefit? Social channels will flood with your brand’s booth and will help to carve out awareness in the China market.
Think of your booth as a mini-world where visitors can step into your brand’s universe. The design should reflect who you are – whether it’s sleek and modern, warm and rustic, or vibrant and playful, its important to put an effort in capturing the eyes.
Every element from lighting to layout should tell a part of your brand story. Make it a space where visitors feel welcome and intrigued to learn more.
Samples - Your Brand in Their Hands:
While looks of your booth are important, a well-thought sample will keep the lines coming all day long. For an added bonus, have them follow you on social media to recieve your sample. By the end of a few days, you will have thousands of followers to help give you a head start.
Your samples are often the first physical interaction people will have with your brand. Make it count. Ensure they’re of top quality and showcase the best of what you have to offer. Great cuts of beef or ensuring your wine was not “off” will help make you memorable among the sea of other booths.
Think creatively about how you present these samples. Can they be part of an interactive demonstration? Can you pair them with a story or an interesting fact about your brand?
CIIE is more than just a business opportunity; it's a chance to make meaningful connections and leave a lasting impact. For trade organizations, it's about showcasing national pride and uniqueness. For brands, it's about creating an immersive experience that captivates and engages. Remember, the most successful participants at CIIE are those who tell a compelling story and create an authentic connection with their audience. If you want to know more or learn exactly how to make an impact, reach out and we would be happy to chat with you!
Bonus:
As a bonus, we wanted to provide a short clip from the excellent show brought on by Taste New Zealand, the crowd was massive at such a small booth, well done!
