Lina Xue

Influence Matters’ Associate Director of Client Operations, attended Electronica China 2023 to assist clients with comms programs, and get a feel for the conference, the largest tech event in China post-covid reopening. Here are some of her thoughts about the event and how tech companies can maximize their presence there.

Q1: How was the overall performance of the recently concluded Electronica China exhibition? What were the highlights?

Lina: This was the first wave of exhibitions after the pandemic, and we can see that the exhibition industry is gradually recovering. The Munich Shanghai Electronics Fair had an area of over 100,000 square meters, with 1,650 exhibitors and attracting over 110,000 professional visitors. The number of exhibitors, booth area, and visitor count have all exceeded pre-pandemic levels.

This edition of the Munich Shanghai Electronics Fair, after a two-year hiatus, showed a strong comeback. There were, of course, many highlights:

• Automotive Electronics Pavilion:
• The international automotive electronics, systems, and solutions pavilion (electronica Automotive China) that was set up in the previous edition continued to be a highlight of this event. There were various interactive activities in the automotive field, such as the popular event “Automotive Electronics Carnival” specially curated by ChipInsider and sponsored by exhibitor Anlogic; the Smart Electric Vehicle Supply Chain Matchmaking event jointly organized by Gasgoo and Munich Shanghai Electronics Fair; and the Headlights Research Institute carefully planned the Headlight Disassembly Show, among others. These activities combined business matchmaking, entertainment, and discussions on cutting-edge trends, attracting the participation and attention of numerous brands.

• Rich professional forums with many renowned experts exploring industry trends:
• With themes focusing on popular applications such as automotive, 5G + industrial Internet, Internet of Things, and medical electronics, as well as embedded systems, connectors, and wire harnesses, industry leaders, technical experts, and researchers from the electronics industry, application fields, and research institutes shared research and development cases, provided advanced technical solutions, and discussed future industry trends.

• Enthusiastic visitors expanding their businesses and exploring development opportunities:
• In the hot month of July, the number of visitors reached 110,000, and this enthusiasm for attending the exhibition was palpable on-site. While supporting Winbond’s booth, we had conversations with some of the visitors. Some of them were looking for business opportunities or partners, while many others were interested in the development of the semiconductor industry. Semiconductors have become a topic of nationwide interest. During the exhibition, we also encountered university teachers bringing students to learn from the exhibition, which reflects the high level of attention given to semiconductor development.

IM team at the exhibition site

Q2: What support did the IM team provide to clients at the exhibition?

Lina: At electronica China, our team assisted Winbond in booth design and construction. In addition, we organized a series of market activities, including media interviews and online/offline interactions, centered around the booth as the central piece. The overall activities were very successful, allowing Winbond to convey core messages, establish connections with the audience, and achieve fruitful results.

Furthermore, during the concurrent Vision China event at electronica China, as well as the recent MWC Shanghai, we provided on-site support to the industry unicorn Prophesee. Moreover, we conducted the first exclusive interview with Uhnder’s CEO during the Shanghai Auto Show, discussing the development trends of 4D digital radar with media friends. Overall, we seize various industry exhibitions as opportunities to create platforms for clients to showcase themselves in the Chinese market, establish connections with the audience, and maximize benefits through a series of communication efforts, enhancing their visibility and market leadership.

Lina communicated with customers and visitors on site

Q3: What semiconductor industry trends did you observe at this exhibition?

Lina: Overall, automotive electronics was undoubtedly the most discussed topic. While supporting Winbond’s booth, we encountered many visitors who directly approached us asking, “Do you have automotive-grade memory?” or informing us, “We specialize in automotive products.” The number of people with such specific demands accounted for over 30% of all inquiries. We also noticed that many visitors chose to take brochures and business cards, and the brochures on automotive memory were among the first to run out. These two phenomena reflect the interests and market demands of the audience.

While exploring the exhibition, we saw that most exhibitors presented products or solutions with automotive applications, such as autonomous driving and intelligent cockpits. In summary, popular products and technologies still revolve around the two major trends of “intelligence” and “electrification,” which aligns with the insights shared after the April Auto Show (attached relevant article or link).

Additionally, AI was also one of the hottest technologies. At Winbond’s booth, we received inquiries about AI-related memory for specific application scenarios, although many are still in the research stage. Among the products showcased by numerous exhibitors, we noticed the phenomenon of “AI+”—the integration of AI into different scenarios, such as AI+ vision in the industrial field or AI+ sensors in wearable devices.

IM team supported media interview at Winbond’s booth

Q4: How did international semiconductor companies perform at this exhibition? What challenges did you observe in terms of their participation in Chinese exhibitions and communication?

Lina: The international companies that participated in the exhibition were mainly top-tier international brands, such as STMicroelectronics, ADI, Renesas, Bosch, etc. Compared to when I participated in the Munich Shanghai Electronics Fair in 2021, there were fewer international exhibitors this time. These top companies have market teams and partners in China, so participating in the exhibition is a straightforward and routine matter for them. However, for companies that used to participate in group exhibitions, they may only have business and technical teams in China and lack professional marketing personnel. They are unfamiliar with the exhibition culture in China, making it difficult to independently support their booths.

Case study:

Soitec

Staying Active in China Despite Travel and Business Restrictions

Influence Matters team leveraged its creativity & expertise in developing COVID19 world-friendly communication plans to maximize Soitec’s brand awareness in China.

Here are a few challenges observed in terms of their participation in Chinese exhibitions and communication:

• Language Barriers:
• Communication can be a challenge when international companies do not have Chinese-speaking staff or interpreters at their booths. While some visitors may have a good command of English, many prefer to communicate in Chinese. It’s essential for international companies to have bilingual staff or interpreters to facilitate effective communication with potential Chinese customers.

• Cultural Differences:
• Understanding Chinese business culture and customs is crucial for successful participation in Chinese exhibitions. Chinese business practices and etiquette may differ from those in other countries, and international companies should be aware of these differences to make a positive impression and build strong relationships with Chinese partners.

• Localization:
• Adapting products and solutions to the Chinese market is essential for success. Chinese customers often have specific requirements and preferences, and international companies need to understand and address these needs to effectively compete in the Chinese semiconductor market.

• Market Awareness:
• Keeping up with the latest market trends and understanding the competitive landscape in China is vital. Chinese companies are rapidly advancing in the semiconductor industry, and international companies need to stay informed about local developments to identify opportunities and potential collaborations.

• Brand Awareness:
• Building brand awareness and establishing trust among Chinese customers can be a challenge for international companies. Chinese customers often prefer to work with well-known and trusted brands. International companies should invest in marketing and brand-building activities to increase their visibility and reputation in the Chinese market.

Overall, participating in Chinese exhibitions provides great opportunities for international semiconductor companies, but they need to be mindful of the challenges mentioned above and develop strategies to overcome them for successful engagement with the Chinese audience.

Contact us to gain firsthand experience and professional assistance in the Chinese market. Whether you are a start-up or a corporate entity, you can benefit from our extensive knowledge and support in the Chinese market. Additionally, we have prepared the “We Get Chips” ebook specifically for clients in the semiconductor industry, empowering your deep cultivation in the Chinese market.

Semiconductor ebook:

Influence Matters

A China Communication Guide by Influence Matters

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