Exhibition Marketing Practice Sharing

In the field of mobile electronics export, there is too much innovation and too much change. As a product developer, how can we find our own market position and survive under the huge competition? Global Sources and its leading media "CEConline" held the "ME Set Sail. Leading the Future Wisdom and Winning the Future Export Series Forum" to analyze the latest trends in the field of mobile electronics. Mr. Wang Yang, CEO of Shenzhen Yuanding Technology, shared his approach to electronic branding to the audience.

The main products of Yuanding Technology include outdoor bluetooth speakers and smart sports products. In 2002, the Trendwoo brand was established. This brand has registered its own trademark in mainland China, the European Union, the United States, Japan, Hong Kong and other countries. They maintain more than 20 patents every year, and successfully cooperate with well-known customers such as ATN.T and TKH. In the next round of applause, Mr. Wang Yang, CEO of Yuanding, was invited to share with you.

Wang Yang: Times have changed, from no choice to no choice, it is only a word gap, but there is a huge difference. My client told me that before 2002, 2005 or even 2008, there were not too many things made in China in the market. For consumers, it was just a choice to have it or not. A friend of mine joked with me that foreigners were carrying cash They are queuing up at the door to pick up the goods. Now it is more and more difficult to do business. There is a Maybe between Yes and No. How to choose? Which is right? Consumers suffer from difficult choice disorder.

If you do the same thing the competitive advantage is not so obvious. I got some inspiration, that is, in a chaotic world, differentiation is necessary.

Our products are micro-innovation. We have set up an innovative team in the United States to study the pain points of consumers and develop corresponding products based on the pain points. Do micro-innovation.

Then there is the differentiation of channels. We do not have factories and operate our own brands. What makes us different from others is that we know what we should do. From the day we founded the brand, we said that we should throw away the factory and not do it, and leave it to a more professional team to operate the company. We help these factories find good products. . There are many suppliers I work with now, tell us what kind of things they do in the early stage of product development, we will hand this thing over to the R&D team in Los Angeles, you can study whether there is a market, and tell the suppliers, suppliers Constantly revising, and then the supplier lists the table to us, one is the processing fee, the other is its own profit. We guarantee that the first step is to let the supplier earn money. When the customer buys from us, the price may be lower than the factory price. But many products are developed by ourselves.

Our exhibition is divided into three stages, one is the preparation before the exhibition, the processing of the exhibition process and the follow-up later. Ask yourself three questions, how to get customers to come to our booth before the exhibition, this is what everyone has to think about, don't wait for customers at the booth. Our company has a system. We found that more than 60% of the customers we took on were previously booked or talked about, including the customers who placed orders on the spot. How many clients do you have to meet, how many orders you take, and earn back the booth fee of Global Sources. We will do some very detailed things, show you our exhibition preparation list, and be precise to what to do on a certain day. We found through similar preparations that we were at our disposal.

Another very important thing is to send some promotional emails through eDM, we will send them to customers who inquire online and our own previous buyers. In addition, everyone will see that it will be marked on my own website. We were doing this two months ago, and the eDM will take longer. You can see that the products I have marked are the key. Our exhibiting suppliers and our peers can't wait to put out their products under the box. The exhibition fee of Global Sources is not cheap. Sometimes you are doing everything, but customers find you are unprofessional, so we have very few products on site at the booth, but they are very targeted. We are doing subtraction. There is a concept of more is less. The more products you have, the less professional you are.

In addition, we thought about how to get customers to sit down and talk at the exhibition site. When I saw some colleagues in the business exhibition, they were either playing with their mobile phones or eating on the spot. We said that you can’t do this even if there is no one. We dress uniformly, and even do role-playing before the exhibition, requiring the salesman to wait 30 seconds. Can you tell us the characteristics of our company and the difference from other companies? At this time, the customer is very satisfied and would rather give a little more money. He feels more assured to cooperate with us. Because we have two teams, six people have passed that day, and there are still people in the office. Our information on the day is sent back to Shenzhen, and our colleagues in Shenzhen will send an email to the customer. No matter how late it is, it must be decided on the same day, even if it is in Shenzhen the next day. If you can take a vacation, customers will feel that they remember who you are. In addition, be kind to those who walk into your booth. The agent/dealer in Hong Kong is a Chinese. He stood there for a long time and no one paid attention to him. I went to receive him and finally found that it was a big fish. Under the reward, there must be a brave man. We have a project at the scene. Whoever has the highest performance, we will reward the CS exhibition. Not only does he go, he can bring his family, double | fly, can live in a five-star hotel, and an iPhone plus is awarded , There is a two-person buffet plus dinner in a five-star hotel in Shenzhen. Of course, if there is no order in the past, we will have a huge penalty, and our mental outlook will be different from others.

The customer will be asked a question after the exhibition, how do you remember to give me an order? The end of the exhibition is just the beginning, and speed is everything. The foreigner took the catalog back and couldn't remember who you were. In the end, speed decides everything, let customers know who you are, the business will go to work immediately after we come back that day, and we will not take vacations. We are on weekends and give time to rest. The other is the role of the artist. The positioning of the artist in our company is the salesperson. Now is an age where pictures speak, so try to use less text and more pictures. Also, do you have a reserve team? It's not your employees, but your products. The products we put on the site are available now. After we come back, we will immediately ask our R&D department to make some products according to customer needs. We will make them immediately according to customer needs. Make it. After making it, we will communicate with the supplier to say that the product can be made. We will immediately prepare the promotion document and send it to the customer. The customer will have feedback. We have a new case to do. Samples are critical, and this place is our lesson. The samples were only sent out last week, which was a huge waste of time.