Summary of participation in the 2024 Russian Power Grid Equipment Technology Exhibition

1、 Exhibition Overview
Our company participated for the first time in the "2024 Russian Power Grid Equipment Technology Exhibition" held in Moscow, Russia from December 2nd to 5th, 2024. As an important attempt to expand into the Eastern European and Central Asian markets, this exhibition aims to showcase the company's core products and establish industry connections. The exhibition lasted for 3 days and attracted power industry practitioners, technical experts, and buyers from Russia and five Central Asian countries to participate. Despite lacking experience in the first exhibition, the team still conveyed the company's technical strength and brand image through on-site demonstrations, technical exchanges, and other means.

2、 Exhibition achievements and gains

Customer resource accumulation: During the exhibition, a total of about 120 visitors were received, of which 80% were representatives of local Russian power companies, 15% came from Central Asian countries such as Kazakhstan and Uzbekistan, and 5% were industry media and research institutions. Ultimately, 20 valid customer contact information were retained, mainly for potential customers in the procurement of distribution equipment and technical cooperation.

Market information acquisition: Through communication with visitors, we have gained a preliminary understanding of the demand characteristics of smart grid equipment in the Russian and Central Asian markets, such as adaptability to high-altitude environments, localized after-sales service requirements, and potential demand for small and medium-sized transformers in Central Asian countries.

Industry exposure enhancement: The booth attracted some professional visitors to stop and exchange ideas through product model displays, promotional video playback, and other forms, enhancing the brand's awareness in the regional market.

3、 Existing problems and shortcomings

Insufficient preparation in the early stage: Lack of research on the preferences of the Russian exhibition group for the first exhibition, and promotional materials mainly in English without providing a Russian version, which affects the depth of communication; The booth design is relatively simple and fails to fully reflect the technological advantages.

Weak customer attraction ability: Due to not promoting exhibition information through the organizer's channels in advance, the on-site foot traffic was lower than expected; Lack of interactive activities (such as technical lectures, lucky draws, etc.) makes it difficult to attract audiences to stay for a long time.

Lack of team experience: On site personnel are not familiar with the business habits of Russian clients (such as preference for face-to-face relationship building and lengthy decision-making processes), and some potential clients have lost due to failure to respond to their needs in a timely manner.

4、 Experience summary and improvement direction

Deepen market research:

Prior to future exhibitions, it is necessary to collaborate with local agents or consulting firms to optimize the selection of exhibits (such as physical product displays) in a targeted manner.

The promotional materials will be localized in Russian and Central Asian languages, and bilingual technical personnel will be stationed on-site to answer questions.

Improve the efficiency of pre exhibition preparation:

Launch digital marketing three months in advance, targeting invitation letters through the organizer's email list, LinkedIn, Whatsapp, and VK to target customers.

Optimize booth design, add interactive screens to present case videos, and set up negotiation areas to enhance customer experience.

Strengthen team training:

Conduct business training in Russia and Central Asia to enhance team negotiation skills and customer follow-up strategies.

Develop standardized communication processes, clarify customer grading standards, and assign responsibilities for follow-up.

Establish a long-term follow-up mechanism:

Classify the needs of 20 retained customers, deepen communication through long-term tracking, sample delivery, and other methods.

Maintain communication with the exhibition organizer