CIIE as a Launchpad for Expanding Market Opportunities

As a cutting-edge innovation in cleaning technology, the AI robot scrubber cleaner from Germany's leading cleaning equipment company, Kärcher, could hardly have imagined that just two months after being admired at the CIIE booth, it would swiftly begin operating at Shanghai Hongqiao Railway Station, only about 3 kilometers away. The speed of this role transition is astonishing.

"The Spring Festival travel rush is a significant annual event in China, and ensuring the cleanliness and hygiene of public spaces during the travel of hundreds of millions is a key task for the railway department. After seeing our product's global debut at the CIIE in November, the Shanghai Railway Authority implemented it in real-world scenarios within two months to ensure passenger safety during the travel rush. The speed of this process surprised us," said Aaron Tang, Kärcher President of Great China.

Kärcher's booth at the CIIE. [Photo provided by Kärcher]

FROM DOUBT TO CERTAINTY

Reflecting on 2018, when Kärcher first learned about the CIIE, a national-level expo, the company was filled with doubt and curiosity. "We already have the Canton Fair and various industry exhibitions, so why do we need another CIIE?" recalled Tang. With this question in mind, Kärcher decided to participate in the inaugural CIIE with a trial mindset, setting up a booth of only more than 100 square meters and showcasing a relatively limited range of products. However, the scale of the first CIIE far exceeded Kärcher's expectations. "It is an incredibly open platform with strong communication power," Tang remarked.

During the expo, Kärcher received enthusiastic market feedback and connected with numerous customers and users. This experience solidified their decision to participate annually, leading them to expand their booth size and product offerings each year.

FROM LOW PROFILE TO PROMINENCE

After the CIIE, Kärcher deeply felt the significant changes brought by this platform. As a relatively low-profile German company, Kärcher has always maintained a steady pace in brand promotion and marketing. However, the media exposure and quality customer resources gathered at the CIIE rapidly enhanced Kärcher's brand influence.

"At the CIIE, we can easily establish connections and engage in-depth discussions with clients from various fields. Our thoughtfully designed booth allows us to comprehensively showcase Kärcher's entire product portfolio. We are also proud to introduce a series of innovative products at the CIIE, which enables us to share with clients and receive immediate feedback," said Rainer Kern, Vice President of Kärcher Group and Chief Financial Officer of Kärcher China.

Through the CIIE, Kärcher not only increased awareness of its brand and products among more users and customers but also successfully gained a large number of new clients. At the third CIIE, Kärcher's multifunctional municipal equipment, the MC 80, made its global debut, immediately capturing the attention of local government departments in China. Nanjing Trade Mission visited the Kärcher booth, exploring plans to implement detailed cleaning operations in the city's streets and alleys. Currently, Kärcher's municipal equipment is being used in over 10 cities, including Nanjing, exploring how technology can improve people's lives.

FROM DISPLAY TO INTEGRATION

The CIIE serves not only as a platform for brand display and product promotion but also as a venue for the deep integration of the upstream and downstream segments of the industry chain.

At the CIIE, Kärcher not only connected with numerous clients but also established relationships with many potential partners. "Through the CIIE, we discovered several upstream partners," said Tang. For example, in previous years, Kärcher identified a specific motor supplier at the CIIE, which was integrated into Kärcher's new line of floor scrubbers. This not only reduced procurement costs but also enhanced the overall performance and market competitiveness of the product.

Kärcher views the CIIE as more than just a platform for communication and promotion; it is a crucial venue for product development and supply chain integration. "We aim to connect Kärcher's brand, products, suppliers, and customers more closely through the CIIE," said Tang.

Products from the HAWK brand debuted at the seventh CIIE. [Photo provided by Kärcher]

To further explore the Chinese market, Kärcher has consistently increased its investment in recent years and attracted more overseas investments to China. "The CIIE has facilitated Kärcher's transition from an exhibitor to an investor," said Rainer. In 2024, Kärcher successfully launched its HAWK brand, specializing in high-pressure plunger pumps, into the Chinese market.

"Kärcher's confidence in investing in China has never wavered. Through continuous investment, Kärcher aims to provide Chinese users with more comprehensive and efficient cleaning solutions. The strategy of 'In China, For China' is not just a slogan; we hope to establish Kärcher firmly in China through the CIIE," said Tang.