Mary has over 20 years experience as the editor of our Malaysian sister magazine, The Tyreman. Based in Kuala Lumpur, she writes articles for us on the Malaysian and other South East Asian markets.
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Show organisers SingEx are having to become increasingly inventive and original in order to make sure Tyrexpo Asia different from the other events.
Tyrexpo Asia has long been considered the leading international tyre industry exhibition in Asia, and with good reason, but in a world where exhibitions are becoming ever more regionalised and segmented, show organisers SingEx are having to become increasingly inventive and original in order to make sure their show remains sufficiently different from all the other events on offer to assure the exhibition maintains its leading position.
Of course, the situation is not helped when the show coincides with another tyre exhibition in Indonesia, an automotive equipment and parts show in Malaysia and a garage equipment show in China, as it did this year. That said, the challenge is wider than that, with Tyrexpo Asia also having to compete with the various annual Chinese tyre shows as well as local tyre industry exhibitions in other South East Asian markets such as the Philippines, Vietnam and Malaysia and specialist events such as the Asian Retread Conference.
There is also the fact that many of the equipment suppliers from both the retread and garage sectors who have traditionally supported the show, have decided over the years to either invest in other exhibitions more specific to their niches, or to reduce their participation by no longer displaying equipment on their stands.
Of course, the slack has been taken up by the many Chinese tyre manufacturers, importers, wholesalers and brokers, often supported by Chinese government money, but this has only served to alter the balance of the show to the point that it appears heavily oversubscribed by Chinese traders, a problem which is far from unique to SingEx.
As far as the retreading sector is concerned, the show is still supported by key equipment suppliers like Newera, Liew Koon and Elgi, and by several of the Malaysian tread rubber suppliers including Maxrubber, Eversafe and Sun Rubber, but these suppliers only make up a very small proportion of the total exhibitors at the show.
This change in the market for tyre exhibitions is not an easy one to solve. SingEx do have one advantage in the location, as Singapore is a city which attracts Asians and Westerners alike.
Nonetheless, maintaining Tyrexpo Asia’s position in the market needs more than that. During the show we met with show director Ian Wu to talk about some of the activities and measures SingEx had introduced in order to add new impetus to Tyrexpo Asia.
Speaking towards the end of the first day of the show, Wu professed himself to be satisfied with the response to this year’s event.
“The attendance and buzz at the show is good,” he said. Overall, there has been a growing interest in the South East Asian region, especially as a result of some of the protectionist actions that have been going on around the world. We are expecting a slight growth on 2017 figures and are anticipating around 4,500 to 5,000 attendees in total including both exhibitors and visitors.”
The show certainly did seem to be slightly busier than in recent years, which may well be down to some of the pre-show promotional activities carried out by the organisers.
According to Wu, SingEx carried out 10,000 cold calls to potential visitors prior to the event carried out substantial research to identify levels of awareness at the show and carried out activities such as regional road shows to boost attendance.
“We have been reaching out to the Generation Y segment, as the age group we are most looking to boost,” said Wu. “We’ve also initiated a pre-event business matching platform carried out on a highly personalised basis. In total, we managed to make ca. 400 matches prior to the event. In addition to this, we’ve added more social activities such as pre-event networking for exhibitors and our “Beer O’Clock” events at the end of each exhibition day.”
According to Wu, SingEx will also be carrying out a similar strategy to boost the success of next year’s Tyrexpo Africa event. Indeed, the company says it is looking to achieve double-digit growth in both the Asia and Africa markets.
“What we have found over the last few years is that the old formula for marketing exhibitions no longer works,” said Wu. “We are therefore commencing our marketing of events much earlier than we used to and trying multiple formats in order to attract both attendees and exhibitors. At the end of the day we have to create the right business platform to make it interesting for people to exhibit. We believe we are achieving this.”
今年，该展会与印尼的轮胎展，马来西亚汽车设备与零件展，以及中国车行设备展撞期，让这一切变得更不容易，并且更具有挑战性。此外，亚洲轮胎展还必须与中国各地的轮胎展和东南亚市场如菲律宾、越南和马来西亚等地轮胎展，以及亚洲翻新大会（Asian Retread Conference）竞争。
根据Ian Wu，SingEX在展会前夕拨打了10，000个推销电话（cold call），以确保更多人知道展会详情，并且举办区域路演等活动，以提高出席率。
“过去几年，我们发现陈旧的行销展会方法不再奏效。因此，我们比以往更早开始我们的展会行销活动，并且尝试采用多种形式，以吸引访客和参展商。 在一天结束后，我们必须提供合适的商业平台，才能让更多人有兴趣参展。 我相信我们正在朝向这一个目标。”
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