SHANGHAI, CHINA --- It was the first day of the Asia Electronics Exhibition in Shanghai (AEES 2011) and China’s interest in the Korea Gallery was high. Many visitors, including the Chinese visitors not only showed continuous interest in the products that have adopted Korea’s cutting edge technology but were also fascinated by Hallyu performances aimed to promote the mixture of Korea’s cultural contents and business. The Korea Gallery, comprised mainly of everyday consumer electronics , is rated as an effective strategy that has targeted Chinese consumers of great purchasing power, seeking and targeting China as a global market and not a global factory. As if reflecting the atmosphere of the scene, coverage of Chinese press was heated in the Korea Gallery.
Following are excerpts from an interview between Vice President of the Korea Electronics Association(KEA) Chung Jin-woo, the local press in Shanghai and the Korea IT Times.
Reporter Lu Wang, PC Online – How many times have you visited Shanghai What has changed since your last visit
Director Chung – This is my fifth visit, and I am here because I love not only Shanghai but China itself. The very first displays in 2004 were components and equipment for the materials industry. This year, at the eyelevel of the consumers, our displays tend to be more focused on home appliances. This proves that Korean companies are sensitive to the growth of the Chinese purchasing power. Their income has increased and with their enthusiasm for education just as high as Koreans, a variety of educational home appliances that can be used in schools or homes have been displayed. Educational LCD whiteboards and learning machines for enhanced concentration are some of them. 3D monitors that can be linked to personal PCs and waste disposal units are some of the consumer goods targeted at higher-income groups.
Reporter Yau Rocky, Chongqing Foresight Information – Of the many cities in China, why Shanghai
Director Chung – Beijing is the center of the prolonged history of China as well as politics. In contrast, Shanghai is the center of economics. Some refer Shanghai as the economic capital. That is how I see Shanghai.
Korea IT Times – What is the trend of exhibition in the Korea Gallery for AEES 2011
Director Chung – What’s particular about this year’s Korea Gallery is that other than the finished electronic products and the component parts, a number of home appliances at the eyelevel of consumers are displayed. A variety of products with new designs and outstanding technology for the growing needs of consumers such as LCD whiteboards, portable digital video recorders, solar battery chargers for iPhones and 3D panels are on display. It can be interpreted as a targeting strategy by understanding the Chinese purchasing power and diverting our thoughts on China from a global factory to a global market. We are exhibiting a variety of products with new designs and outstanding technology to meet the needs to the Chinese consumers.
Reporter Jain Shen, CBN (China Finance TV #1) – I like your booth design. Would you elaborate on this year’s concept and the events in the Korea Gallery
Director Chung – We used a green tone in general to emphasize the eco-friendly image. They were designed with hardwood for exclusivity. In a specially prepared stage in the Korea Gallery, product demonstrations and Hallyu performances will be held. The Hallyu performance is an event for attracting the Chinese visitors as well as stimulating curiosity towards the Korea Gallery. As AEES 2011 is aimed as a business event, we hope these events will create a synergy effect for the businesses of the Korean participants. Product demonstrations of the Korean companies will also take place. It is a strategy to captivate China with Korea’s cutting edge IT technology and its contents.
CBN – I have been informed that there will be consulting sessions between Korean companies and Chinese companies.
Director Chung – Procurement Managers from some 60 companies within the Chinese top 100 will join the Korean companies participating in AEES 2011 on the second day of the exhibition to hold the ‘Korea-China Sales Fair’. It will take place in the Business Center within the Korea Gallery from 10 A.M. to 4 P.M. tomorrow. I hope this Korea-China Sales Fair will give a boost to the participating companies for Chinese market development.
CBN – And finally, what is your impression for the changes in the city of Shanghai
Director Chung – As this is my eighth year handling AEES, I have witnessed the development stages in Shanghai’s Fudong and Fushi. With the changes in Shanghai since the Shanghai Expo as well as the business infrastructure around the Shanghai New Int’l Exposition Centre (SNIEC), I am overwhelmed by the developments. I think Shanghai’s developments reflect the economic growth of China. Looking at the changes in Shanghai, I am confident that there are endless opportunities for business cooperation between Korea and China.
PC Online – What do Korean companies expect from this exhibition
Director Chung – Of course it would be sales expansion from securing local market and buyers. There are some companies that wish to establish business relationships with local partners and seek Chinese investments in Korea.
Chongqing Foresight Information – As you have participated in AEES 2011 as KEA’s representative, what is your opinion on the Chinese market
Director Chung – My views for the Chinese economy and the Korea-China relationship are amicable. Ever since the year 2005, China has been Korea’s indisputable number one trade partner. I believe China’s economic growth will give a great boost to economic vitality in Asia including Korea in this global recession. China will play a great regional role for this. As the center of economy is moving towards China, it is a market where not only Korea but the whole world is paying attention. China no longer serves as the global factory. It is a huge stage that assures economics activities as a global market. That is the reason why this year’s displays in the Korea Gallery are said to have changed in a customer-centered trend. More consumer goods are expected to show up in AEES 2012.
