Ankorstore, Comexposium and WSN sign an unprecedented partnership to combine the best of the digital and physical worlds
Comexposium APAC is the subsidiary in charge of events organised in the Asia and Asia-Pacific regions. It organises events directly or with local partners in the automotive, food, digital marketing, optical and security sectors in China, India, Indonesia, Malaysia, Japan, Singapore, Australia and New Zealand.
Target new territories and markets in growing regions
What is the strategic importance of the APAC market for Comexposium, and how do you adapt your activities in countries as diverse as China, India, and Malaysia?
« The APAC market represents 30% of the Comexposium Group’s activities. If China is today the locomotive, other countries, like India, offer great promises of growth, driven by a flourishing economy and the emergence of a middle class with the power to growing purchase.
Our presence in these countries, as different as they are, is based on two simultaneous strategies: developing projects in new sectors, and locally adapting our brands in these markets. This is how in 2023, we launched new projects such as SILMO and Vinexpo in Singapore, Milipol and Vinexpo in India, a regional adaptation of SIAL Shanghai in Shenzen and Food Drinks Malaysia in Malaysia.
To adapt these flagship brands of the Group in Asia, we systematically rely on the knowledge from local partners, and we carefully analyze the target market to evolve the concept according to local needs and trends. »
How do you adapt Comexposium events, such as SIAL Shanghai and Jakarta Auto Week, to meet the specific expectations of different market segments in the APAC region?
«SIAL Shanghai is an excellent example: resolutely different from European editions, it was able to address Chinese demand for new, innovative and quality food. Better yet: we are able to identify different local expectations in the same country. SIAL Shanghai saw the birth of its cousin in Shenzen, which meets the needs of an expanding urban population made up of younger households, but just as demanding of new products and quality.”»
Same approach with Jakarta Auto Week which is inspired by GIIAS but aiming at a new target. To do this, we capitalize on our teams who already manage these shows and know how to adapt them to national or local specificities. »
Which event formats do you believe have the greatest potential for growth in Asia Pacific, and how do you see the future of events in this dynamic region?
This is the key: capitalizing on our experience to build new events that correspond to market developments. Another subject that should gain momentum: the One-to-One format that we are developing with iMedia in Japan, Australia and New Zealand.
This growing format is attractive for its novelty and is expected to grow in our regions.
I am convinced that the future of events is very promising in Asia Pacific. I am delighted to represent this region on the Board of Directors of the UFI (world association of the exhibition industry).
Additional pride also for our Asian teams, who despite their difference in culture, language or location have in common the incredible success that Comexposium is experiencing in the APAC zone. »