The China International Import Expo (CIIE), also known as “Import Expo” or “CIIE”, is one of the most significant expos in China in recent years. It is organized by the Ministry of Commerce of the People’s Republic of China and the Shanghai Municipal People’s Government. It is the world’s first national exhibition with a focus on imports. The primary participants are foreign companies operating in the Chinese market. The main audience for the expo includes various levels of the Chinese government, along with numerous top-tier media outlets and corporate executives.
The Influence Matters team participated in this year’s CIIE to provide media support for our client. We also conducted thorough observations in various exhibition areas and engaged in extensive communication with multiple media outlets and companies. As a nationally significant event, the CIIE serves as an important platform for participating companies to hold media conferences and to communicate vital company information, new products, and new technologies to the government and media.
This is a featured article of CIIE 2023. It will introduce the key characteristics of different media conferences held during the expo.
Announcing new collaborations
Advocating open cooperation between foreign companies and the Chinese market is one of the key objectives of the CIIE. Therefore, announcing cooperation agreements is the most common theme of press conferences at CIIE.
During the CIIE, participating companies often engage in various signing ceremonies to announce significant partnership agreements. They showcase their efforts to expand cooperation in the China market. This demonstrates their proactive attitude and their desire to foster a strong collaborative environment.
New product launch
The CIIE holds significant strategic importance as a national-level exhibition. Consequently, participating companies choose to release new products, technologies or services at the event to showcase their commitment to the CIIE and the Chinese market. This allows them to demonstrate their innovation capabilities and technical strength to the government and media.
These new products may involve various fields, including mechanical equipment, electronic products, medical equipment, consumer goods, and more. Typically, they represent the aspirations of companies in the Chinese market and highlight their high expectations for success.
White paper release
In addition to new product launches, white paper releases are also common topics at CIIE press conferences. Through the white paper releases, companies can demonstrate their leadership image and establish thought leadership in their respective fields.
During the CIIE, the content of white papers is usually highly relevant to the Chinese market or closely tied to the prevailing trends of the year. This year, in addition to conventional content such as market insights, popular industry trend analysis, and important R&D results interpretation, topics related to ESG (Environmental, Social, and Governance) and Carbon Neutrality have also been popular.
Highly relevant to the Chinese market
The CIIE serves as a crucial platform for foreign companies operating in China to showcase their brand image and determination to the government and prominent media. Therefore, the content discussed by companies at the CIIE is closely aligned with the Chinese market, and from a more macro perspective. Specific topics may include a summarizing of the company’s achievements in China, providing insights into the market trends, expressing support for new policies and more.
Emphasis on commitment and confidence in the Chinese market
In addition to showcasing the company’s strong capabilities through exhibition booths, participating companies also express their commitment and confidence in the Chinese market in media communication. They discuss the potential and opportunities they have observed in the Chinese market and express their strong willingness to invest more resources to further develop and expand in China. through these messages, companies strive to shape a brand image that highlights their value for the Chinese market, positive attitude and ambitious aspirations.
Strategic layout in China
Introducing the company’s strategic layout in China is an important topic for media communication at the CIIE, as it sends a positive signal to the government and partners. Typically, the company emphasizes China as a significant strategic market and highlights a series of strategic plans and goals specifically tailored for China. These strategic layouts may involve investment, R&D, manufacturing, sales and other aspects, providing a more detailed showcase of the company’s ambitions in the Chinese market.
Hot discussion on ESG
In recent years, ESG (Environmental, Social, and Governance ) has become a hot topic globally, including the Chinese market. Additionally, due to the increasingly complex geopolitical landscape, many technology companies have chosen to downplay the dissemination of technical aspects and focus on ESG topics.
At this year’s CIIE, many participating companies have released more information about their ESG, and introduced their practices and achievements in environmental protection, social responsibility and corporate governance, highlighting their effort in social responsibility and sustainability. By aligning with these trending topics, companies can gain exposure while demonstrating a present a responsible brand image.
Low-key approach to technology discussions
The primary audience of the CIIE includes government officials, media representatives, and corporate executives from various industries. As a platform more suitable for brand image communications and influenced by geopolitical factors, technology communication is not commonly emphasized at the CIIE. It may be briefly mentioned, if at all. Therefore, when introducing new products, companies usually focus more on the overall features and advantages of the product rather than delving into the technical details.
Unlike many other exhibitions, numerous companies organize media conferences at their booths during the CIIE. Typically, these companies set up a well-equipped booth with a large electronic screen and open seating for the audience. Both invited media and passers-by have the opportunities to watch or listen to these conferences. However, due to the open environment, the onsite effectiveness of such media events is inevitably affected by some uncontrollable factors, such as nearby noise and activities at neighboring booths.
During our discussions with some media representatives, they expressed concerns about the difficulty of hearing clearly in such open enviornments. Therefore, when holding a media conference at the CIIE, it is advisable to consider using better audio equipment, optimizing booth to improve sound insulation, or even exploring more enclosed venues such as a meeting room within the booth or other designeated spaces.
The CIIE is one of China’s grandest trade exhibitions, attracting top global companies companies and most influential media in china. It provides a platform to effectively enhance brand image and expand brand influence, and discove more business opportunities. during the event, we experienced a positive and enthusiastic communication atmosphere. To make the most of this influential gathering, careful planning of the media communication for the CIIE is crucially importent.
At Influence Matters, we are delighted to be a participant in this grand event and witness the development of the Chinese market. As a passionate entrepreneurial public relations and marketing services firm, we are committed to providing customized communication solutions. With our extensive experience in exhibition collaborations, we deliver authentic communication strategies and on-site support, empowering our clients’ continuous growth in the Chinese market.
