At Influence Matters, our focus on cross border communications for international B2B tech companies allows us to work on some of the most interesting communication challenges faced by foreign companies in China. This year again, we took some of our clients to CIIE where we crafted successful communication strategies.
Poppy Pan
Our consultant Poppy Pan summarized the expectation of Chinese press around the expo, and how international companies can navigate the expectations.
The China International Import Expo (CIIE), a national-level trade show focusing on imports, attracts considerable media attention and garners comprehensive coverage, making it a focal point every November. For many participating companies, a key objective is to leverage media communications to enhance their brand image and broaden their influence with Chinese customers.
However, some exhibitors from specific countries or regions face challenges in media communication due to geopolitical factors. Navigating effective communication and determining the type of information to convey becomes a perplexing task for these enterprises.
If you are considering participating in CIIE events in the future but haven’t done so yet and are eager to understand the media’s perspective on communication at the event, especially concerning foreign companies amidst geopolitical influences, read on.
The CIIE serves as a platform to foster cooperation and exchange between Chinese and foreign enterprises. Government officials and industry leaders form the event’s primary audience. Consequently, media coverage of CIIE exhibitors focuses on the positive messages conveyed by foreign companies, highlighting their confidence in and enthusiasm for China, as well as the overall flourishing market development.
These “supportive messages” may encompass:
For companies from regions experiencing more tense geopolitical relations with China (the focus shifts from region to region depending on diplomatic efforts and economic relations), cautious communication with the media becomes essential. Depending on the industry, their communication may emphasize different aspects of the company’s relationship with China. In consumer goods sectors like beauty, food, toys, and entertainment, these companies can still convey positive messages regarding their commitment to the Chinese market, expanding investments, and meeting the needs of Chinese consumers.
CIIE onsite image by Influence Matters team
In strategic fields like semiconductors and AI, US companies may focus on product-level communication with specialized industry media. They may be selective in engaging with financial and general media to manage potential risks. Key messages include highlighting achievements in China, empowering Chinese partners in ESG practices, and showcasing CSR initiatives and contributions to local communities.
Discussions with media professionals reveal an understanding of companies’ cautious stance amid geopolitical tensions. Some media outlets take protective measures in their reporting, attempting to downplay nationalities and focus more on business aspects.
In conclusion, CIIE serves as a crucial platform for foreign companies to manage government relations and present a positive brand image in China. Despite geopolitical tensions, companies from affected regions express support for the Chinese market and emphasize efforts to empower it, projecting a positive corporate image while navigating the complexities of the geopolitical landscape.
