As we all know, because of the particularity of its products, the lighting industry's effect and quality must be fully reflected in practical applications, so it is not easy to promote through other media, such as online platforms and TV media. The exhibition is an important way for lighting companies to promote, and for lighting companies that focus on foreign markets, international exhibitions have become an important platform for them to go global. At present, there are dozens of exhibitions related to the lighting industry in the world every year, including lighting exhibitions, building materials exhibitions, gift exhibitions, bathroom exhibitions, etc. What are their characteristics? How should lighting companies use their limited budget to effectively exhibit?
Different lamp shows have different radiation radii
The world's largest lighting exhibitions are mainly in New York, Frankfurt, Italy, Milan, Moscow, Russia, Dubai, United Arab Emirates and Hong Kong. Although the lighting exhibitions in various countries are under the banner of international exhibitions, in fact most of the exhibitions have only a regional radius of radiation. For example, the International Lighting Fair in New York, mainly radiating North America; the Frankfurt Light Show and the Milan Light Show, mainly radiating the EU region; the main lighting area of ​​Moscow is the former Soviet Union; the lighting exhibition in Dubai, the radius of radiation is the Middle East and Africa region; Hong Kong's international light show, the radiation radius is mainly in the Asia-Pacific region.
Hong Kong International Lighting Fair
Different regions will have different requirements for lighting products. It may be necessary for the company to pass relevant certifications. Before the company goes to the exhibition, it must be clearly understood.
Frankfurt exhibition is favored by Chinese lighting companies
The Frankfurt International Lighting and Building Technology and Equipment Exhibition (hereinafter referred to as the "Frankfurt Light Show") is held every two years in Frankfurt, Germany. It is one of the world's largest international lighting and lighting trade fairs. The exhibition is well-known among Chinese lighting companies, and many powerful Chinese lighting companies will go to the exhibition, and there has been a situation in which Chinese lighting companies have “get togetherâ€. However, because the Frankfurt Light Show is mainly to radiate the EU market, and the requirements of the EU market for products are relatively high, companies must pass relevant certifications such as CE before they can participate.
Frankfurt International Lighting and Building Technology and Equipment Exhibition
According to Jane, attending the Frankfurt Light Show is an endorsement of quality manufacturers. The organizers of the exhibition will conduct strict screenings on exhibitors. If the company has violations, it will be blacklisted and put an end to the unevenness of exhibitors. For each exhibition, the booth will be given priority to the old customers of the previous exhibition to protect the interests of quality exhibitors to the greatest extent.
In addition, the organizers also charge visitors a lot of expensive tickets, which ensures that visitors must have the appropriate qualifications and strengths.
Chinese companies were "blocked" by the Milan Light Show
In Europe's most prestigious light show, in addition to the Franck Light Show, there is also the Milan International Lighting and Building Appliances Exhibition (hereinafter referred to as "Milan Light Show") held in Italy. This light show features a large scale and the release of the latest styles of products, and enjoys a high status in the European industry. The professional level of exhibitors and buyers is very high. In 2007, for example, there were 1,500 exhibitors at the Milan Light Show, and more than 100,000 buyers were entering the market.
Milan International Lighting Fair
Originally such a lighting industry event, if Chinese companies can participate in it, it will be of great benefit to the shaping of its own brand and the improvement of technology. Unfortunately, such high-end exhibitions even say "not 1" to Chinese companies.
According to Jane, the Milan Light Show has not been officially opened to Chinese companies. In the early years, a small number of Chinese companies went to the exhibition in the name of other regional companies through the “grey routeâ€, but later the organizers discovered that Chinese companies had copied the designs of others, and Chinese companies have since been turned away.
Change "Made in China" to "Created in China"
The development of Chinese lighting companies is obvious to all. However, Chinese companies have never been able to get rid of “Made in Chinaâ€. “Made in China†reflects the collective lack of Chinese corporate brands. “Made in China†reflects that Chinese companies can only control The embarrassing scene of the small part of the entire upstream of the lighting industry chain.
Jane said that China's lighting companies must change from "Made in China" to "Created in China" in order to gain a higher status in international competition.
If you want to become "China's creation," you must take out your own original things, you must strengthen research and development and establish a corresponding marketing department. However, at present, most of the lighting company owners in China do not pay much attention to product research and development, and the brand awareness is also very weak, which directly leads to the Chinese enterprises in the international arena. International exhibitions have given China's lighting companies and international giants the stage to compete on the same stage. Chinese companies should regard international exhibitions as an opportunity to change from "Made in China" to "Created in China."
China's exhibition lacks humanized service
After years of rapid development, China's economy has been greatly improved, and this is also evident in the strength of the exhibition. China's exhibition halls, such as the Pazhou International Exhibition Center in Guangzhou, are even more beautiful than the pavilions in Frankfurt, Germany.
But the first-class hardware does not represent a first-class exhibition. The difference between the China Light Show and the world-class light show is mainly reflected in the software. At the world-class light show in Frankfurt and other worlds, what is even more impressive is its care for people. Jane cited a very obvious example. At the Frankfurt Light Show, participants can enjoy free Internet access, and in China, this type of service is relatively lacking.
In addition, compared with the International Lighting Fair, the domestic lighting exhibition lacks a sufficient number of high-quality international buyers, which also allows lighting manufacturers to go abroad to find customers.
It costs a few hundred thousand RMB to go abroad for exhibitors, which is difficult for small and medium-sized lighting companies. However, many companies are not willing to just wait in their own stores, and they are eager to walk to the stage of the world to leave their own figure. Then, is there any way to meet the needs of SMEs to go international, and to overcome the shortcomings of their insufficient funds?
There are hundreds of large-scale commercial exhibitions every year in the world. In addition to several large-scale lighting exhibitions such as Frankfurt, there are still many choices for Chinese companies. For example, companies that produce table lamps and Christmas lights can participate in gift shows in Los Angeles, and companies that produce commercial lighting can participate in hardware exhibitions held in Orlando, USA. Participating in exhibitions other than lighting exhibitions is also one of the means for companies to achieve differentiation in marketing. Because different regions have different requirements for the quality and design of the products. Enterprises with weaker strengths can choose the former Soviet Union countries, the Middle East, Africa and other regions as breakthroughs, because these countries have relatively less stringent quality requirements, and the products do not need to go through too many certification procedures, and the exhibition expenses in these regions are also Relatively low.
Small and medium-sized enterprises should also give full play to the blue ocean strategy and explore emerging cities, such as South America. Although there is only one small-scale Argentine international lighting and construction technology exhibition, due to less competition, Chinese companies have also participated in the exhibition in recent years. Discovered a lot of business opportunities.
For lighting companies that can't go abroad to participate but want to go abroad for promotion, they can also use some exhibition promotion companies to capture their potential customers by posting posters and distributing catalogs at international exhibitions.
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