CIIE offers platform for global cooperation, opens huge market

As the head of communications and marketing, as well as the coordinator of China International Import Expo projects at Heraeus China－a subsidiary of a German technology group that focuses on sectors including semiconductors, environmental protection and industrial application－I have participated in the annual CIIE since 2018.

Over those years, Heraeus has achieved outstanding results in expanding its friendship, partnership and business ties at the trade fair.

Every day after waking up at 7 am, the first thing I usually do is to check the messages in the WeChat group called "CIIE Neighbors" as I do not want to miss any notices released by the CIIE organizers or the latest policies and activities related to the event. I would say "CIIE Neighbors "is one of the most valuable WeChat groups related to the event.

During the inaugural edition in 2018, representatives from about 30 companies within the intelligent industry and information technology exhibition area including Brother, Ingersoll Rand, Trumpf, and Nokia formed this WeChat group to exchange ideas about setups in the booths, on-site promotion activities, media coverage and design of gifts. We also visited our neighbors' exhibition booths to learn from each other.

To date, the WeChat group has more than 100 members not just from the intelligent industry and information technology industry, but also from the industries of medical equipment and healthcare products, automobiles, and consumer goods. The topics that we discuss in the group have also become more diverse. They can range from chatting about creating a corporate image for a high-tech company to hosting a livestreaming event that can attract more than 100,000 viewers.

Apart from information sharing, members of the group have managed to give support to each other. For example, Heraeus once hosted a forum on material innovation concerning the integrated circuit industry during the fourth CIIE and Roland Berger sent representatives to support the forum.

There was also an occasion when Accenture planned to roll out a program that allows children in rural areas to learn more about the CIIE online, and members in the group worked together to showcase the cutting-edge technologies displayed at the expo to more than 1,000 children within a single day.

Through the CIIE, a wide range of advanced technologies and products have entered the Chinese market and helped accelerate the country's industrial upgrading. This has, in turn, improved the lives of millions of people.

Heraeus has been increasing its exhibition space and the number of exhibits at the CIIE. Our booth received more than 10,000 visitors and our online activities and advertisements reached about 10 million people during the last four CIIE events. We have also benefited in terms of business cooperation, government communication and brand building.

Despite all kinds of challenges, Heraeus and most members of the "CIIE neighbors" group will continue to participate in the fifth edition this year. I hope more foreign companies can join us and expand their footprint in China through the CIIE.

The author is the head of communications and marketing at Heraeus China, and the coordinator of Heraeus' CIIE project. He is responsible for booth design, media promotion, government relations and holding client activities during the CIIE.