Rutronik builds its China profile with dynamic communications outreach at CITE


With social media proving hugely popular in China, Rutronik utilized these interactive channels to communicate with the widest possible audience at CITE 2018 in Shenzhen

Global electronics distributor Rutronik Elektronische Bauelemente GmbH (Rutronik), an established player in Asia’s electronics supply chain, participated for the first time in the China Information Technology Expo (CITE), in Shenzhen in April, when the company focused on its four core areas of applied high-tech electronics, along with the industry-headline issue of security.

Rutronik’s four core segments, RUTRONIK EMBEDDED, RUTRONIK SMART, RUTRONIK POWER and RUTRONIK AUTOMOTIVE, were all represented at the dynamic booth, offering visitors an opportunity to access data on the extremely wide portfolio of chip, module and board-level solutions for storage, displays, wireless, power management and automotive, often optimized for communications over TCP/IP and for high integration in industrial and IoT applications. Many engineers and potential customers pored over the informational materials on display at the Rutronik booth to learn more of Rutronik’s expertise as a global distributor in these four key categories, and of Rutronik’s services in consultancy and customer convenience including the company’s e-commerce website, Rutronik24.com.

Rutronik product presentation at CEM Awards ceremony
Rutronik was privileged to receive a 15-minute speaking opportunity at the 2017 China Electronic Market (CEM) Editor’s Choice Awards ceremony, scheduled for Day 2 of the show. Rutronik took the opportunity to promote its breakthrough CEM award-winning HESS (Hybrid Energy Storage System) and broadcast live coverage of the product presentation on Weibo.

Rutronik’s spokesperson was Job Lau, Head of FAE, who explained how the groundbreaking HESS combines a battery and ultracapacitor to improve the peak-current characteristics of the energy-storage system, to achieve extremely high levels of reliability and safety.

Lau commented, “We are very honored to receive this prestigious award. Our customers require absolute efficiency in power storage and delivery, and the HESS enables precisely that. In China, we think there will be a range of applications in e-mobility, for example, with EVs in rapid development.”

Social media an opportunity for dynamic communication
Taking the opportunity to boost regional awareness of Rutronik and its services by attracting more followers on China’s hugely popular social-media platforms, Rutronik undertook several communications outreach activities during the show.

Show visitors could, for example, participate in a lucky draw via a WeChat “Large Screen Wall” installed at the Rutronik booth. Visitors could follow Rutronik’s WeChat account by simply scanning the QR code on the screen. This very popular lucky draw, which saw large crowds gathered around the Rutronik booth, was held three times a day, for the three days of the show.

The social-media activities garnered the interest of numerous new WeChat followers, with the three days of the show driving a 126% increase in the follower base!

These crowd-pulling social-media activities ensured that Rutronik’s first showing at CITE was a huge success and instrumental in building relationships, winning mindshare, and displaying Rutronik’s absolute commitment to the China market.

The Rutronik style in action
Experienced product managers and FAEs from all specialist areas were available at the booth to provide support and advice – on the company’s e-commerce website, Rutronik24.com, for example – talking face-to-face with the region’s engineers, exchanging opinions and figuring out unique solutions. Security, an urgent issue currently in the world of electronics, was a major discussion topic.

This was the Rutronik style in action – out on the show floor, meeting and greeting customers, communicating openly, to everyone’s advantage. This is the same style that has seen Rutronik enter cars and drivers in the Macau Grand Prix, putting automotive electronics into action in the most spectacular and exacting way possible, right in the heart of Asia.

Learn more about products and services from Rutronik at www.rutronik.com.

About Rutronik (www.rutronik.com)
Rutronik Elektronische Bauelemente GmbH is the third largest distributor in Europe (European Distribution Report 2016) and the number ten worldwide (SourceToday, May 2017). The broadline distributor supplies semiconductors, passive and electromechanical components as well as boards, storage, displays wireless products. The company’s primary target markets are the automotive, medical, industrial, home appliance, energy and lighting industries. The ranges RUTRONIK EMBEDDED, RUTRONIK SMART, RUTRONIK POWER and RUTRONIK AUTOMOTIVE provide customers with specific products and services in groups tailored to the respective applications. Expert technical support for product development and design-in, individual logistics and supply chain management solutions as well as comprehensive services complete its scope of performance.

The company, founded by Helmut Rudel in 1973 in Ispringen, Germany, now has over 70 subsidiaries in Europe, Asia and the Americas. Rutronik employs more than 1,600 staff worldwide and achieved Group sales of 950 million euros in the fiscal year 2017.

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