At the China headquarters of the SYR, located within its park, a stream of "living water" from the China International Import Expo (CIIE) is continuously fueling the company's development. The innovative consumer experience hall in the park is a live-action exhibition space created by SYR, following the CIIE's "6+365 days" year-round exhibition and sales concept. It not only showcases the whole-house water service solutions that debuted at the CIIE but also serves as a testament to the deep integration of German quality with the Chinese market.

SYR's booth at the CIIE. Source: SYR

Founded in 1939, SYR is a high-end German water treatment brand that has participated in all eight CIIEs. "Since the first CIIE, we have been here every year. It's not just a platform to showcase new products and technologies but also an excellent window into the broader market dynamics," said Tobias Ramrath, International Sales Director of SYR.

BUILDING BRAND AND EXPANDING OPPORTUNITIES

At the first CIIE, SYR aimed to further explore the Chinese market and promote German water purification technology. To Tobias Ramrath's surprise, the CIIE provided the company with exposure and returns beyond expectations.

The increase in brand awareness directly boosted business growth. Over the past seven years, SYR has hosted more than 10 provincial and municipal trade missions from areas such as Beijing, Shanghai, Jiangsu, Zhejiang, and Shandong, leading to numerous collaborations. The company has also connected with clients from South Korea, Thailand, Singapore, Indonesia, and other countries and areas, laying the foundation for business development in the Asia-Pacific region.

SYR's booth at the CIIE. Source: SYR

From an initial 36 square meters to 144 square meters, and now maintaining 180 square meters, SYR's exhibition space has expanded, and the range of products displayed has become more diverse. Tobias Ramrath noted that the CIIE has evolved from an initial "display window" to a "trading bridge", directly facilitating multiple order signings.

EXPLORING NEW PATHS AND EXPANDING INTO  B2B MARKET

Since entering the Chinese market in 1998, SYR has focused on end-users, building a strong reputation in the household water purification sector but lacking opportunities to connect with the B2B market.

A turning point came at the second CIIE. By introducing large-diameter pre-filters for buildings, SYR successfully entered Shanghai's building construction projects, embarking on a new journey in the B2B market. Currently, SYR's business in China has expanded to industrial, medical, and building sectors, and it is a founding member of the Shanghai Jing'an District Smart Building Standardization Alliance.

Opportunities from the CIIE have also extended to the public service sector. At the seventh CIIE, SYR signed an agreement with the Education Bureau of Bachu County, Kashgar, Xinjiang, to improve local water quality and optimize the educational environment.

Jeffrey, Director of SYR TRADING (SHANGHAI) CO., LTD., stated that the CIIE, as a vibrant platform, has rapidly increased the brand's recognition both domestically and internationally. The scope of technology applications has expanded, and the range of partners has grown. In response, SYR has upgraded its service system, launching the "Haile Service", which includes on-site consultations, customized solutions, installation and maintenance, and follow-up visits.

INVESTING IN THE FUTURE AND LEADING INNOVATION

Today, the CIIE has become the preferred platform for launching SYR's new products. According to Tang Peng, Vice General Manager of SYR TRADING (SHANGHAI) CO., LTD., the company reached a high point at the sixth CIIE—its heating and ventilation products not only made their Asian debut but also successfully entered the CIIE Cultural Exhibition Hall.

"Entering the CIIE Culture Exhibition Hall signifies high recognition of the brand's innovation capabilities. It gathers the most distinctive and innovative products from various industries, especially those aligned with ESG themes and carbon neutrality," Tang Peng explained.

Driven by the CIIE's spillover effects, SYR has successfully transformed from an "exhibitor to an investor". In 2023, the company invested 50 million RMB to build its first production line in Ningbo, a city in China's eastern Zhejiang Province, with an annual capacity of nearly 100,000 water softeners.

Flowing like water and adapting to the times, the company has evolved. Initially a household water purification brand at the CIIE, SYR has grown into a provider of water treatment solutions across industrial, medical, and building sectors. This transformation not only demonstrates the company's innovative vitality but also affirms the profound value of the CIIE in promoting investment and open cooperation.

Disclaimer

The information in this article is compiled from materials provided by relevant parties participating in the CIIE and media reports,  with the CIIE Bureau objectively compiling relevant content. The CIIE Bureau does not take responsibility for disputes or losses arising from the following circumstances: deviations in expression due to outdated information updates; readers' subjective judgments or actions based on this article; unauthorized alteration or dissemination of the content by third parties.