From 9th to 12th June, the Vossloh-Schwabe team participated in the 2024 Guangzhou International Lighting Exhibition (GILE), successfully showcasing the brand’s professionalism through various prime segments and acclaimed lighting innovations. The event occupied a total of 26 halls and 260,000 square metres of exhibition space, hosting 3,383 exhibitors from 20 countries.
This event provided VS with a valuable opportunity to strengthen partnerships with existing customers and meet potential clients from around the world, thereby expanding its market presence in Asia.
Colleagues from the offices in Korea, Singapore, Thailand, Taiwan, Hong Kong, Germany, and Zhuhai collaborated in Guangzhou, achieving a positive outcome at the exhibition. Excluding the final day, which was designated for dismantling, over 1,000 people registered on the visiting list during the three actual exhibition days.
The 2024 yearly theme of GILE continued the concept of “Light+” from last year, expanding it to “Light and Infinity.” According to a report from Messe Frankfurt, the official organiser of GILE, the essence of the 2024 theme is about the power of infinity: “GILE aims to represent a platform that will bring together all participants on a journey into the future of lighting innovation. Advances in technology bring infinite possibilities by connecting light with other technologies.”
The VS booth, located in Hall 9.2, collaborated with various brands to highlight strengths in intelligent lighting solutions. As a participant in the intelligent lighting exhibition hall, the VS team unreservedly displayed the latest and most advanced intelligent technologies. The “Design Plus Winner” signage hanging on the wall served as powerful evidence of VS's independent research orientation.
Many visitors who were previously unfamiliar with the brand took an interest and spent time learning about our intelligent lighting solutions. Notably, the VS intelligent smart system, Blu2Light, was the most popular, attracting significant interest from visitors. Thanks to the efforts of our PM and Marketing teams, all products showcased were meticulously adjusted to meet local market demands, reflecting trends of efficiency, individualism, and expanded possibilities for the Asian market.
Future trends in the Asian lighting industry
To catalyse friendly communication and further cooperation in the industry, VS accepted an invitation to attend the Modern Lighting Techniques and Humancentric Forum as a representative European brand speaker. Experts from various fields, including entrepreneurs, lighting designers, experienced sales professionals, and governmental personnel from Chinese lighting organisations, gathered to break major boundaries and freely discuss the current state and prospects of the new lighting ecosystem.
During the forum, professionals predicted that future trends in the Asian lighting industry will emphasise humancentric design and mood illumination. Smart lighting is expected to develop with consideration for diverse demands and a focus on essential needs. The discussion emphasised that intelligent lighting will become more widespread in both public and private spaces in the future. Previously, the intelligent lighting trend created barriers for marginalised groups, and some fake smart operations emerged as a result. Future lighting design in China will particularly aim to address the needs of marginalised groups, provide quality lighting, and simplify operations by moving away from complex controls like phone screen controllers.
VS booth continues to impress
The design of the VS booth at the 2024 Guangzhou Fair continued the concept presented in March at Light + Building in Frankfurt. The theme aimed to convey nature and human-friendliness. The final presentation combined real plants, natural wood-coloured furnishings, and a white backdrop to showcase VS's intelligent illumination with an approachable image.
To create an interactive communication environment at the booth, our PM, Marketing, and Sales teams made a great effort in its arrangement. From large structures to small details, everything was constructed with purpose. For instance, a wide coffee bar offered various types of coffee throughout the day, featuring the distinctive VS logo in latte art; and snacks were thoughtfully prepared to reflect our German brand identity.
The VS team not only meticulously prepared the booth facilities but also undertook significant efforts to enhance the visitor experience. On the day before the exhibition officially began, the sales team from around the world gathered and participated in a training session. This training coincided with the Strategic Meeting Asia, aiming to review past experiences and optimise future sales strategies.
During the exhibition, the VS booth was the focus of two major interviews. The first interview was conducted by an Overseas Media Team, mainly targeting an international audience outside China. Joan Presas, the Global Sales Director of VS, represented the brand, providing insights into its history and showcasing special products that highlight the brand's strengths in international reach, global connections, and customisation. The second interview featured a team of lighting designers who visited the booth on the third day of the exhibition. Paul Peng, the Sales Manager for South China, guided the design team through the intricate details of VS's product designs. This engaging interview was broadcast live, attracting an audience of approximately 2,800 viewers.
Through the Guangzhou GILE exhibition, VS aligned with industry professionals on the interests of the Asian lighting market, gaining clearer insights for future sales strategies. The VS team acquired comprehensive information on market trends, competitive products, policies, and technological developments. This knowledge will help the company better understand its strengths and positioning for future growth.