Review: Success Factors for Trade Fairs

Der CNBW-Arbeitskreis Sino-German Corporate Communications traf sich am 27. Juni 2023 digital mit Teilnehmern aus China und Deutschland. Der Austausch lief auf Englisch.

Subject: Trade fairs are back, and many of us had the pleasure of visiting some of these in Germany and China over the last months. But what makes a trade fair booth successful? How can we create wholistic & meaningful experiences for visitors in China and Germany? What are the differences in Germany and China how offline spaces like to be experienced? What are the key factors in regards to consumer expectations regarding, space, information and online to offline (020) integration?

REVIEW
At CNBW's Sino-German Corporate Communications Working Group meeting, Michael Shi (founder and CEO of Jangled Nerves China), shared his insights on developing meaningful brand experiences in Germany and in China. Drawing from his 18+years experience especially in the automotive sector, Michael defined as one of the major differences between projects in China and Germany, the expectation that customers are approaching brand spaces with. In Germany the overcall direction and "story" of the brand is extremely important, whereas in China visitors may still try to explore the spaces "from spot to spot". One common trend and success factor for trade fairs & brand spaces however, is the O2O integration – always thinking about two spaces: the offline and online experience and curating these spaces for all visitors, wherever they are from.





About the speaker:
Michael Shi, founder and CEO of Jangled Nerves China;
Jangled nerves is an interdisciplinary team, specialised in live communication combining the physical and the digital world. The agency unites the expertise and services for strategic consulting, conception and design with planning for museums and exhibition design and production for films, media and interaction.





Working group leaders and moderators:
Theresa Stewart, Director China, Storymaker




Marieke Bossek, Deputy General Manager, German Centre for Industry and Trade Taicang


Working Group Intro:
Sino-German Corporate Communications
Knowing and understanding your target groups is key to a successful communication concept. Germany and China show huge differences in communication styles and expectations. In the last decade China developed itself to become a leading player in E-commerce and Digitalization. Not just the tools with which people are communicating are different but also the way of communicating and the speed of communication! The CNBW Working Group Sino-German Corporate Communications offers opportunities to learn more about every aspect of good communications; from offline to online, whether trade fairs, digital marketing, traditional media, internal communications or big campaigns, through keynote speakers and personal conversations of communication professionals and management members.

Interest in participating?
info@china-bw.net