Gerhard Schubert GmbH - ProPak China 2019 show
Challenge
Gerhard Schubert Extends Outreach to Technical Media at ProPak China 2019 At the ProPak China 2019 show in Shanghai in June 2019, Techworks Asia handled the interface with local media on behalf of client, Gerhard Schubert GmbH, an automated packaging specialist.
Solution
Building on its own decades of experience in working with the technical press in Asia and Greater China, Techworks organised two group interviews at the Gerhard Schubert booth, one in the morning and one in the afternoon of 19 June. For both of these two-hour sessions, the client’s Managing Director was supported by the company’s Sales Director and Technical Director. Together, the three Schubert representatives fielded questions from nine journalists from nine leading publications covering the packaging and industrial sectors in China. The company first introduced its highly flexible, robotic packaging machines to a China audience at ProPak 2018. Techworks Asia also helped to run the media activities for Gerhard Schubert GmbH at the equivalent 2018 ProPak event, which represented the company’s main initial push into China, marketing-wise. Pre-show work in 2018 included providing counsel on best practice for China B2B marketing, advising on social media strategy, creating local website presence, and initiating a social media push, as well as organising the press interview elements of the programme. Achieving this level of sustained interest and attendance from China’s technology-oriented media, at this hugely important and high-powered expo, was a fitting tribute to the teamwork and collective enterprise at Techworks Asia, including the local-language expertise we can call on at our offices in Hong Kong and Beijing. In the world of packaging, a fascinating factoid for entrepreneurs is that China is now the world’s second-largest packaging market after the US. China’s consumers are now driving demand for a range of goods requiring sophisticated packaging, including luxury items such as cosmetics. This is the backdrop to the huge gathering that was ProPak China 2019, June 19-21, in Shanghai.
Results
In short, ProPak China 2019 was a vibrant confluence of the latest in packaging technology and breakthrough solutions displayed across 240,000 square meters of show space, where more than 100,000 buyers flocked to the premier trade fair in China for the processing and packaging industries. The type of advanced robotics-based automation that Schubert offers to the packaging sector is becoming increasingly important for Chinese producers in a range of market segments, including food, pharmaceutical products, and cosmetics. With domestic consumption in China now driving the world’s largest food and beverage (F&B) sector as well as the second-largest for pharmaceuticals, while collectively purchasing 33% of the world’s luxury goods, it was little wonder that the Schubert group interviews at ProPak China were intense, lively and highly interactive – with plenty of poised, professional reporting in the local media sure to follow.
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