Why China Needs Its Own IFA for Cleaning Appliances

The topic "I want to have an IFA exhibition" belongs to industry exhibitions/organizational capabilities thinking.

https://mp.weixin.qq.com/s/1DAInSq8nDnTC-eKR48SqQ

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Yes, you read it right, what I wrote here is that I want to have an IFA exhibition, not that I want to participate in the IFA exhibition.

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As China's strength continues to strengthen, it is only a matter of time before Chinese brands become world-class brands. By then, foreigners from all over the world will flock to Suzhou and Shanghai to look for business cooperation opportunities. I want to create a Chinese version of the IFA exhibition so that Chinese brands can release their new products at their home stadium.

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When some people hear this, they say, Denny, your brain is burned out. You are a little shit company. It would be great if you can get a small booth at the IFA show. You also want to create a Chinese version of the IFA show. Do you know how difficult it is?

At the IFA exhibition some time ago, various giants of cleaning appliances released various awesome black technologies. The IFA exhibition can be directly renamed the Chinese Brand Exhibition.

Midea proudly occupied the entire exhibition hall at IFA, treating the exhibition as its own private press conference.

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Dreame took over a booth of almost 1,000 square meters and released stair climbing robots, lawn mowing robots and products for all scenarios.

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MOVA has also released products such as stair climbing robots, lawn mowing robots and various other black technology products.

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Roborock ran a huge advertisement outside the exhibition hall. In addition to its cleaning appliance products, it also released three lawn mowing robots at once.

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Eufy, a subsidiary of Anker, has also released a stair-climbing robot, which is quite complete and is said to be officially launched in 26 years.

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Looking at exhibitors from other countries, there is basically no movement. It turns out that Samsung, LG and other venues have been replaced by Chinese giants. Without the efforts of Chinese brands in recent years, there would be nothing to see at the IFA exhibition.

I have participated in several IFA exhibitions before. The difference between us and these giants is that as OEM manufacturers, we go to the brand pavilion instead of the brand pavilion. The organizer probably dislikes these OEM manufacturers because they are not high-end enough, but also wants to make money from the manufacturers, so they directly set up a China Pavilion in a remote place and put all these Chinese manufacturers together. This China Pavilion is not very popular. After the three-day exhibition, it is estimated that only 20-30 business cards can be obtained.

The value of the IFA exhibition is that it is the largest exhibition in Europe in the home appliance industry. Due to its convenient transportation, many buyers from neighboring countries will come here. Chinese brands want to enter the European market. The IFA exhibition is a good publicity channel. It can demonstrate its strength very well and communicate directly with buyers to quickly promote cooperation.

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In addition to customers from the European market, practitioners from many other countries will also come here to look for opportunities. The same is true for the CES show in the United States.

However, distance is not the only consideration, business opportunities are. Every year, foreigners from all over the world come to Guangzhou to participate in the Canton Fair, looking for suitable business opportunities.

I just said that the actual effect of IFA is average, but the effect of other foreign exhibitions is even worse. We participated in 10 exhibitions around the world in 2023. Once we participated in an exhibition in Italy, the effect was disastrous. In a total of three days of the exhibition, we got 5-6 business cards. When we went back to contact us, there was no reply.

I have been in the industry for almost 20 years. Over the years, I have participated in hundreds of large and small professional exhibitions around the world. My feeling is that most organizers are not professional. They do not understand the industry and do not consider exhibitors. The only thing they consider is selling booths. After the booths are sold, they do not care whether the exhibitors live or die. Exhibitors of such an exhibition will not come a second time. If there are no exhibitors, buyers will not come. Therefore, even if some exhibitions have been held for many years, the quality is very poor.

So,

What kind of exhibition will I create?

What problems can I solve?

What benefits can I bring to everyone?

I will create a specialized exhibition for cleaning appliances, including household cleaning (vacuum cleaners, hard floor washers, robot vacuums), yard cleaning (swimming pools, lawn mowing robots), commercial/medical cleaning, car cleaning, etc.; exhibitors include brands, machine OEMs, parts and solution providers. The time has not yet been determined, and it is initially scheduled for March to May 2026, lasting three days.

For exhibitors, what they want most is business cooperation opportunities. Different exhibitors have different target customer groups:

For brand exhibitors,

The main purpose of his participation in the exhibition was to promote his products, and more dealers came to cooperate with him. Therefore, I will find ways to contact various anchor channels, the purchase and sales of major e-commerce stores, and various dealers, and invite them to participate in the exhibition.

For OEM complete machine factory exhibitors,

They want to connect with customers from domestic and foreign brands. I will invite buyers and R&D from major domestic brands. I will also invite some customers who have purchasing offices in China. I will also send emails to invite foreign customers. However, if foreigners come to participate in exhibitions other than the Canton Fair, it may take some time for them to adapt to Chinese exhibitions in the short term.

For component supplier exhibitors,

The purchasing and research and development of brands and machine manufacturers are their customers. I will invite a large number of industry personnel to visit, and also organize special procurement and sales matchmaking.

For professional visitors to the exhibition, their goals are probably as follows:

For procurement and R&D, they hope to see the latest products released by industry giants, and also hope to find new products and better suppliers. At the same time, they also hope to be exposed to new supply chain technologies that can be used in their own products.

If it takes one day to get in touch with most suppliers in the industry, all procurement and R&D companies will be willing to attend such an exhibition.

In addition to regular exhibitions, I will also hold industry forums at the same time.

We invite great people from all walks of life to share. In our previous sharing sessions in Suzhou and Shenzhen, more than 500 people paid to attend each time, which also shows that our content is very valuable.

In addition, targeted purchasing meetings for brands will be held simultaneously to connect the supply chain and brands more efficiently.

The above is my preliminary idea. Of course, there are still many details to be implemented. No matter what, we will definitely be more professional and valuable than the existing exhibition organizers.

I reported this matter to a few good friends and industry leaders, and some good friends directly confirmed that they would come to the exhibition, and Mr. Yu from Dreame also expressed his strong support. In addition, some industry leaders raised some questions and asked me to come over to discuss them later.

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I am very grateful for the support of these good friends and these industry leaders. They gave me personal support without any information at all. I will not let everyone down. Once I decide to do something, I will do it better than others.

My future transformation direction is relatively clear, which is to transform from product development to serving the entire industry. In addition to the exhibition, I also have a product company that can generate sales of tens of millions this year. In the future, the direction of this company is to help factories in the cleaning appliance industry sell their products to customers around the world. At present, product sales no longer rely solely on poor information to make huge profits, but on poor technology and poor service to earn some hard money.

In addition, I may also do sourcing for cleaning appliances for some domestic and foreign customers, including product development, communication, sampling, inspection and delivery. Because of our relationship with the factory, we may also be able to help customers get better prices. In the complex environment of cleaning electrical appliances, it is our goal to find the most suitable products for customers and help them make money.

No matter what, my future will have countless directions. If you have any ideas, you are welcome to communicate.

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