As a B2B communication agency with extensive experience in the technology sector, our expert team had the privilege of attending the recently concluded electronica China. We were particularly impressed by the exhibitors’ strategic focus on application-driven showcasing and communication, which we believe will become an increasingly crucial element for companies looking to succeed in the dynamic Chinese market.
A key trend that emerged from our on-the-ground observations was the strong focus on showcasing products and solutions within the context of their end-user applications, rather than just the underlying technologies.
One of the most noticeable aspects at electronica Shanghai 2024 was the prevalence of open-layout booth designs adopted by Tier 1 and core area companies. These booth designs were characterized by a concise, efficient use of space that facilitated a natural flow of visitors and enabled direct engagement with the featured products.
Insights for B2B Players: This approach aligned with the exhibitors’ emphasis on displaying their offerings within relevant application contexts, rather than just as standalone components or devices. By organizing their booths around end-use cases, these companies were able to cater to the preferences of the local audience, who were keen to understand the real-world implications and use cases of the technologies on display.
B2B companies should consider optimizing their booth designs to showcase their products and solutions within the context of the industries and applications they serve. The booth should be designed to be simple and intuitive, and some booths can even be visually related to the application industry, such as the Novesense car model booth at electronica. This application-focused approach can help B2B companies forge stronger connections with their target audience and effectively communicate the value of their offerings.
A similar trend was observed in the demo exhibitions at the event. Rather than simply showcasing individual products, many exhibitors opted to organize their demos around specific industry applications or end-user scenarios. This approach allowed visitors to directly experience how the featured technologies would perform in their intended use cases, whether it was in the automotive, AIoT, or consumer electronics sectors.
Insights for B2B Players: For the exhibitors, this application-focused format enabled their staff to provide more targeted, in-depth product explanations to interested visitors. By aligning the demos with the areas of expertise of their personnel, the companies were able to have more meaningful, consultative conversations with potential customers. B2B companies should consider designing their demo exhibitions around specific industry applications and end-user stories, as this can help facilitate more engaging and productive interactions with their target audience.
The application-driven focus was also evident in the communication strategies adopted by key players at electronica Shanghai 2024. Before the event, companies like GigaDevice leveraged social media platforms like WeChat to share infographics that showcased their products within the context of their end applications.
Insights for B2B Players: By weaving their messaging around the real-world applications and use cases of their technologies, these companies were able to create a more engaging and impactful narrative for both visitors and the media. B2B companies should consider adopting a similar application-centric approach in their pre-event communications, as this can help them better connect with their target audience and effectively convey the value of their offerings.
During the event, leading companies like TI further reinforced their presence and messaging through a variety of strategic PR activities. This included collaborations with industry KOLs, joint press conferences for new product launches, and even a keynote speech at the event’s forum. B2B companies should seize the timing and opportunities presented by industry events to undertake a series of targeted communication activities that complement their application-focused narratives. This multifaceted approach can help amplify their brand presence and showcase their technical expertise within specific industry verticals.
