SMEs Participate in 'Overseas Exhibitions' Without Going Abroad

Offline Exhibition and Consultation Combined with Online Video Consultation 'On-Offline Strategy Consortium' Held
13 Sessions in 12 Cities across 9 Countries by Major Regions, About 500 Promising Export SMEs Participating

At the 'K-Content Online Export Consultation' jointly hosted by the Korea International Trade Association and the Korea Creative Content Agency held last June at the COEX Startup Branch in Gangnam-gu, Seoul, a scene of export consultation being conducted via video call.
[Photo by Moon Honam, Asia Economy]

[Asia Economy Reporter Kim Jong-hwa] Due to the COVID-19 pandemic, small and medium-sized enterprises (SMEs) facing difficulties securing export channels because of delays, cancellations, and entry restrictions at major overseas exhibitions can now participate in key international exhibitions without traveling abroad.

The Ministry of SMEs and Startups announced on the 8th that it will promote an online-to-offline (O2O) strategic consortium from the 9th until the end of the year to support SMEs struggling with exports due to their inability to attend overseas exhibitions.

The Ministry, together with the Small and Medium Business Corporation, the Korea International Trade Association, and the Korea Federation of SMEs, will support SMEs by introducing a new export support service that combines offline exhibitions and consultation meetings with online video consultations, linking the institutions' overseas bases (export incubators) and local distribution networks.

The O2O strategic consortium operation method considers that companies still find it difficult to travel abroad, so locally hired sales staff (MDs) participate in exhibitions (or consultation meetings) on behalf of the companies' overseas sales personnel.

Local sales staff complete basic sales and product training through one-on-one online education with participating companies and are granted authority to negotiate prices before being dispatched to exhibitions. They promote products and conduct export consultations face-to-face on-site, while also supporting real-time video consultations with overseas buyers through online meetings with companies based in Korea.

Additionally, product samples sent in advance to local exhibitions are used to set up company- and product-specific exhibition and experience halls, where experiential marketing is conducted targeting buyers. Various local promotions are also possible through side events such as live broadcasts by local influencers and prize draws for both B2B buyers and B2C general visitors, which is expected to yield tangible export results for SMEs.

For example, the "Brand K Dubai Sample Exhibition, Promotion, and Middle East Buyer Invitation Video Consultation" scheduled to be held from the 10th to the 13th at the Marina Hotel in Dubai will be conducted with Korea hosting a simultaneous video consultation at COEX from the 10th to the 12th. Samples will be shipped to Dubai only for companies applying with Brand K products, and marketing activities such as exhibitions and promotions will be held at designated locations. Buyers wishing for detailed consultations will be matched and real-time video consultations will be conducted at COEX.

The O2O strategic consortium schedule will hold a total of 13 events in 12 cities across 9 countries, organized by different institutions. About 500 promising export SMEs (products) selected through application and marketability evaluation will participate by region.

Starting with the United States (1 event) and China (3 events), which are major export countries, six events will be held in strategic regions such as Vietnam, Thailand, Russia, and Kazakhstan to strengthen marketing in the New Southern and New Northern regions. Forty-seven K-quarantine related companies producing diagnostic kits, masks, and other products attracting global attention due to COVID-19 will participate to pioneer export routes, along with many promising SMEs in Brand K and cosmetics.

Shim Jae-yoon, Director of the Global Growth Policy Division at the Ministry of SMEs and Startups, expressed, "Through the newly attempted O2O strategic consortium, we expect to complement the shortcomings of video consultations and help expand practical exports for SMEs."