At the MIMS Exhibition in Russia, Sieton's customized toy panda may become the biggest winner

Exhibition Background:

Exhibition Introduction: MIMS Moscow International Auto Parts Exhibition (MIMS Automechanika Moscow) is one of the largest auto parts, repair and after-sales service exhibitions in Russia and the CIS region. As the most important automotive industry event in the region, the exhibition attracts many exhibitors and visitors from all over the world every year. The exhibition covers many fields such as auto parts, automotive electronics, repair equipment, and auto care products. The scale is very impressive, usually with hundreds or even thousands of exhibitors participating, and attracting tens of thousands of professional visitors, with an exhibition area of tens of thousands of square meters.

Exhibition time: August 19 to August 22, 2024

Exhibition scale: 1,585 companies, 54,749 visitors, 60,000 square meters, 21 countries

Sieton exhibitors: 1 leader, 3 sales staff, 1 publicity staff, 1 expatriate representative and 2 translators

Pre-preparation:

In order to ensure that it stands out at the exhibition, the Sieton team has made sufficient preparations. The company prepared an invitation letter, 3-4 roll-up banners, 6-7 posters with vehicle model and accessories information, and a detailed Sieton brochure. In addition, 500 toy panda gifts were specially prepared. This innovatively designed gift is designed to attract more customers' attention. Other preparations include 500 user surveys, work clothes and business cards to ensure the professional image and operational efficiency of the booth.

Two days before the exhibition, the team visited the exhibition site and arranged the booth in advance. At the same time, they promoted online through platforms such as Douyin, Xiaohongshu and INS, and successfully attracted a group of customers to make appointments to visit. The team also visited local 4S stores and invited them to visit the booth, which was very effective.

During the exhibition:

During the exhibition, Sieton's toy panda gifts became a highlight to attract people. Many visitors, especially children, were attracted by the toy panda and came to the Sieton booth. Through communication with customers, the team learned that models such as Li Auto, Changan and Geely are very popular in the Russian market. At the same time, customers also asked about the prices of new energy vehicles such as Li Auto and Zeekr; oil vehicles such as Geely, Changan and Chery. The team found that Russian customers are more interested in models with luxurious interiors.

On social media, Sieton's toy panda quickly became popular, attracting a lot of attention, further increasing the popularity of the booth. The team also exchanged gifts, business cards, took photos with customers, and asked customers to fill out questionnaires. In addition, the Sieton team also visited other booths, learned from their exhibition experience, and strived to continuously optimize itself at future exhibitions.

Shortcomings of the exhibition:

Although Sieton performed well in the exhibition, some problems were exposed. First, although the red panda successfully attracted a large number of people, it mainly attracted children and failed to accurately cover the target customers. Second, due to logistics problems, only 200 of the 500 panda gifts arrived in time, and the remaining 300 arrived after the end of the exhibition, resulting in the loss of some customers. In addition, the booth area was small and the location was remote, which affected the flow of people, while the physical vehicles displayed in other booths were obviously more attractive. Furthermore, the ticket price for the exhibition was 1,200 rubles per person, which was slightly expensive, which may have affected the number of visitors to a certain extent.

Improvement measures:

In response to the problems found in the exhibition, Sieton has formulated an improvement plan. First, in the future, it will consider opening a live broadcast at the exhibition to cover a wider range of potential customer groups. This exhibition failed to achieve this goal due to equipment and signal problems. Second, Sieton plans to replace the toy panda with car-related gifts to better attract target customers. In addition, logistics planning will also be carried out in advance to ensure that all gifts and promotional materials are in place in time to avoid customer loss due to delays.

Post-conference work:

After the exhibition, the Sieton team actively carried out follow-up work and collected more than 300 customer surveys, an average of 80-90 per day. Through statistical analysis, the team found that the car models preferred by customers include Geely, Li Auto, Haval, Ford, Toyota, etc., among which there is a greater demand for gasoline vehicles. In addition, Sieton also released an exhibition video showing the wonderful moments of customer interaction, and wrote a detailed exhibition summary article to summarize the experience and make more adequate preparations for future exhibitions.

Some customers return to inquire about prices

Problems found in this exhibition:

During this exhibition, the Sieton team also found several issues that need attention. First, due to language barriers, local customers generally do not speak English, which makes the two translators overwhelmed. Second, customers prefer to buy vehicles that have completed customs clearance, which also poses new challenges to Sieton's sales strategy. Finally, Moscow's consumption and personnel costs are high, and future exhibitions require more sophisticated cost control plans.

Overall, despite some challenges at this exhibition, Sieton's panda gifts successfully attracted widespread attention and brought significant brand exposure to the company. By summarizing experience and improving deficiencies, Sieton will further improve its performance in future exhibitions.