How tiring is it to visit an expo? Walking 20,000 steps a day is the norm for many attendees. At the National Exhibition and Convention Center (Shanghai), the venue for the China International Import Expo (CIIE), the vast exhibition space makes it easy for your step count to top the leaderboard in just one day. At this point, sitting in a massage chair for a moment of full-body relaxation undoubtedly adds a rare touch of comfort to your CIIE journey. OSIM, a leading high-end massage chair brand from Singapore, has provided attendees with a delightful experience of fatigue relief through a series of innovative massage chairs, garnering much praise for the brand.

"Every year, our booth is packed with visitors, and OSIM is always among the last exhibitors to close each day. We are delighted to offer relaxation to visitors and media journalists, becoming their partner in happiness," said Deserine Lim, General Manager of the East China Region and Headquarters Management at OSIM China. "With the new edition of the CIIE about to start, as a long-time participant, we truly feel the immense spillover effects of the expo. We've achieved significant success in brand promotion, product sales, and partnership opportunities, which boosts our confidence in returning.

OSIM Exhibition Booth at the 2024 CIIE. Source: OSIM

NEW PRODUCT SHOWCASE

"At every CIIE, OSIM showcases the latest products and cutting-edge technology. In 2024, we presented the newest product in our smart massage sofa family—the 'massage-enabled modular sofa'. In 2023, we showcased our flagship 'OSIM Wellness Technology' product lineup, including the stress-relief wellness chair and the gaming massage chair. These are our latest and most proud products and technologies, keeping up with the current wellness trends," said Deserine Lim.

Customers experience the uDiva SOFA at the OSIM booth. Source: OSIM

Since the inaugural CIIE, both the scale and the number of participating companies have grown each year, with the innovation index consistently rising. It has become a global launch pad for new products and the preferred gateway for entering the Chinese market. As the world's first national-level import-themed expo, it serves as a premier platform for innovative products from around the globe to enter China.

UNEXPECTED OPPORTUNITIES

With the expansion of exhibition space, OSIM showcased a wide range of products at their booth, attracting numerous visitors who queued to try them out, creating a distinctive scene at the CIIE. Many attendees were unfamiliar with OSIM before the event, but after experiencing the products firsthand, they made immediate purchases, effectively completing the journey from brand awareness to consumer conversion.

Business negotiations are a major focus of CIIE. Many exhibitors have expressed interest in introducing OSIM massage chairs into their exhibition areas to create a more comfortable environment for communication. Regarding these unexpected B2B opportunities, Kathy Zhou, Assistant Brand Manager at OSIM China, said, "this is a unique business opportunity brought by the CIIE. For other booths, introducing OSIM massage chairs is an advantage, enhancing their business negotiations. For OSIM, it increases product exposure, allowing more business professionals to experience our products, thereby attracting high-quality potential customers. It is beneficial for both parties."

"CIIE has played an important role in expanding our brand awareness across China and other regions worldwide. It is an international platform for us showcasing the brand, and many customers actually learned about OSIM through this platform," Deserine Lim stated.

OSIM booth at the 2023 CIIE. Source: OSIM

MAKING "COMFORT" QUICKLY ACCESSIBLE

Thanks to the opportunities offered by the CIIE, OSIM's new products can quickly enter the Chinese market, allowing for effective market testing and feedback gathering. Additionally, by leveraging the expo's policy benefits and networking opportunities, OSIM can speed up import procedures, reduce the time it takes to reach the market, and rapidly distribute its products to major high-end malls and online platforms across the country.

Kathy Zhou further explained, "the CIIE, with its government endorsement and media spotlight, not only boosts our brand exposure and helps us gain recognition at a lower cost, but also offers valuable opportunities for market expansion. The six-day event attracts a large number of consumers and professional buyers.

"We believe that by continuing to participate in the expo, OSIM can better integrate into the Chinese market, achieve brand enhancements, technological breakthroughs, and ecosystem expansion, and deliver more high-quality products and services to Chinese consumers," said Deserine Lim.

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.