Tuoyuan Xinsi Advertising Leverages 'Cloud Exhibition' to Build Online Sales Channels and Reshape

Since the beginning of 2020, various activities and services have been moved online, with cloud live streaming, cloud selling, and cloud promotions emerging as the year's hottest trends. The home building materials industry suffered a severe impact from the pandemic, with offline activities largely at a standstill. On May 8, 2020, the 'Breakthrough & Reconstruction' Post-Epidemic Industry Transformation Forum and 2020 CNPV Cloud Launch were held; on May 25, activities such as the 'Live Cloud Exhibition Tour' were launched, providing exhibitors with online channels to explore new avenues and models, reshaping business opportunities in these special times. As an annual industry event in the water heating, pump & valve, and fire equipment sectors, the China (Nan'an) International Water Heating, Pump & Valve and Fire Equipment Trade Fair (CNPV) organized a series of 'cloud exhibition' activities in the form of online viewing, aiming to drive post-epidemic industry transformation, help the market build a new ecosystem, and warm up for the resumption of offline exhibitions.

The launch of the CNPV Online Pavilion Mini Program 2.0 established an online sales and display channel. Offline exhibitions have always been a crucial channel for home building materials companies to showcase their brands and recruit franchisees. With the pandemic halting offline activities, transferring the complex and extensive sales channels online while achieving effective results posed a significant challenge for the exhibition organizers. The 'CNPV Online Pavilion Mini Program 2.0' was one of the key solutions for CNPV 2020.

The release of the 'CNPV Online Pavilion Mini Program 2.0' was the highlight of the 2020 CNPV Cloud Launch. The mini program features three core functions: 'Cloud Exhibition Viewing', 'Supply & Demand Matching', and 'Live Streaming', comprehensively covering the functions of offline exhibitions. This enables companies to showcase and promote their brands and products without leaving their premises, while distributors can communicate with brand owners in real time online. Additionally, leveraging online big data, both parties can overcome spatial and temporal limitations, achieving more precise supply-demand reach and connection.

CNPV has been successfully held for 15 sessions, attracting over 100,000 visitors annually, making it one of the most influential and authoritative professional exhibitions in the domestic industry. With CNPV's deep heritage and strong influence, the online effectiveness of the 'CNPV Online Pavilion Mini Program 2.0' is highly anticipated.

Industry leaders gathered to explore new business opportunities and help build a new ecosystem. A 'black swan' event has changed users' lifestyles and consumption habits, as well as the survival landscape of the home building materials industry. Under the pandemic, how to achieve operational transformation and reshape business opportunities has become a common challenge and topic for all home furnishing companies and distributors. At the CNPV Cloud Launch, guests including Liu Wengui, Secretary-General of the China Building Materials Market Association Branch; Zhang Yongzhi, Editor-in-Chief of Tencent Home & U-Union New Media; Yan Zhen, Vice President of JOMOO Kitchen & Bath Co., Ltd.; Chen Xiuyu of Fujian Tianguang Fire Equipment Co., Ltd.; Li Shengli, President of the West Coast Valve Association and Chairman of Shengli Valve Co., Ltd.; and Xu Lu, Executive General Manager of Fujian Chengzhan Planning Co., Ltd., gathered at the industry transformation forum under the theme 'Breakthrough & Reconstruction' to explore new channels and models from different perspectives—industry, association, exhibition, and enterprise—providing new ideas for the industry's development in the 'post-pandemic era'.

Live hosts conducted on-site exhibition tours with real-time streaming, enabling interactive cloud exhibitions. Under the pandemic, live streaming has become the most fashionable way to present, and it is also an important method and component of CNPV's online 'cloud exhibition' in 2020. The 'Breakthrough & Reconstruction' Post-Epidemic Industry Transformation Forum and 2020 CNPV Cloud Launch were just the beginning of the 2020 CNPV 'Cloud Exhibition'. From May 25 to 27, 2020, combined with the 'CNPV Online Pavilion Mini Program 2.0', live streaming further enhanced the role and influence of the exhibition platform.

The 2020 CNPV Cloud Exhibition, based on the 'CNPV Online Pavilion Mini Program 2.0', featured well-known hosts conducting 'Live Cloud Exhibition Tours' and live streaming sessions. Exhibitors could freely open live streams through the mini program to penetrate brand awareness. Buyers and sellers could not only interact online in real time but also transcend spatial and temporal limits, obtaining more comprehensive and accurate brand and product information, industry dynamics, etc., making investment decisions and transaction control more efficient and proactive.

The 'cloud survival' strategies derived from the crisis are no longer unfamiliar, but CNPV stands out in its approach to 'cloud exhibitions', becoming one of the first exhibition platforms in the home building materials industry to 'eat the crab'. The pandemic has intensified competition in the home building materials industry, with many small and medium-sized enterprises lacking quality platforms and online layout capabilities, putting their survival at risk and making transformation urgent.

After 16 years of accumulation and exploration, CNPV has become an excellent channel and incubation platform for small and medium-sized brands in the industry to grow into major brands. At this time, measures such as the construction of the 'Online Pavilion Mini Program' and the opening of live communication platforms will bring a breath of fresh air to help these enterprises break free from the offline predicament.