In the first half of this year, Huiyuan Cowins Technology Group’s subsidiary—Guangzhou Mayer—achieved strong export performance in its steel business. We will continue expanding our overseas sales network and strengthening our market presence.


On September 3, Guangzhou Mayer participated in the 2025 Singapore BEX Asia Exhibition for Green Building and Interior Design, held at Marina Bay Sands Expo & Convention Centre. Our booth number was A-D10. As a company deeply rooted in stainless steel pipeline manufacturing, this exhibition marked a strategic step in expanding into Southeast Asia and engaging with the international green building market.

Pre-Exhibition Strategy: From Talk to Action

As the saying goes, “Talk the talk, walk the walk (坐言起行).” But for business leaders, action without planning is mere idealism. Talking is easy—grand ideas and bold visions—but meaningful action requires a concrete, executable plan.

Likewise, participating in an exhibition demands strategic marketing preparation to yield results. Success doesn’t come from passive booth presence or waiting for visitors to show up (守株待兔). It’s not like opening a rabbit hotpot restaurant and hoping fresh rabbits walk in. Instead, success requires:
1.Clear goals and strategic positioning
2.Pre-event publicity and exposure
3.Building brand anticipation and recognition
4.Attracting the right audience to the booth
5.Designing engaging booth experiences and activities

Exhibition Highlights: Technology Showcase & Brand Building

This year’s edition was co-hosted with the International Built Environment Week (IBEW), the Refrigeration Expo, and the Smart Cities & Buildings Asia, focusing on four core themes: productivity, sustainability, energy efficiency, and smart technologies.

Guangzhou Mayer leveraged this international platform to showcase high-quality stainless-steel pipes, fittings, and accessories for building water supply systems. Our products use food-grade stainless steel materials such as 304 and 316L, with specifications ranging from DN15 to DN300. They offer excellent corrosion resistance, long service life, and hygienic safety—effectively preventing secondary pollution in pipelines. Our double-press connection technology uses cold extrusion for physical bonding, ensuring no harmful substance release, secure connections, and efficient installation across diverse applications.


Pre-Event Preparation: Certification & Trust Building

We divided our exhibition efforts into three phases: pre-event, on-site, and post-event. In the pre-event phase, we focused on promotion, outreach, product documentation, meeting scheduling, and especially certification readiness.
Guangzhou Mayer has been recognized as an AEO Advanced Certified Enterprise by Customs since 2008. We maintain a comprehensive quality control system, managing every step from raw material intake to finished product delivery. Each product carries a traceable code linked to its material origin. Our products are certified by WRAS (UK), WaterMark (Australia), and the Hong Kong Water Supplies Department.


On-Site Engagement: Proactive Outreach & Cross-Sector Dialogue

During the exhibition, we went beyond product display, lead collection, face-to-face pitching, and Q&A. We proactively engaged with the industry—not waiting passively like “fishing for volunteers.”
We participated in the IBEW Expert Series, attending sessions by companies like Camfil and Obayashi on carbon accounting, smart construction, and robotics. We exchanged insights with fellow exhibitors on how PCM technology can reduce building energy consumption and how stainless steel can enhance structural efficiency. These interactions fostered cross-sector dialogue and expanded our professional network.



Post-Exhibition Summary: Turning Momentum into Long-Term Value

Immediately after the event, we conducted a comprehensive exhibition summary. This isn’t just a recap—it’s a strategic tool to convert short-term exposure into long-term value. For a forward-looking company like Huiyuan, the summary serves multiple purposes:

• Transforming on-site momentum into follow-up opportunities
• Quantifying results and evaluating ROI
• Capturing insights to optimize future exhibition strategies
• Strengthening brand image and internal alignment
• Facilitating cross-departmental collaboration and learning

Key actions include: lead segmentation and follow-up, sending thank-you notes, inviting potential clients to visit our factory, and nurturing business relationships.

Next Stop: Canton Fair Phase II – October 23–27, Guangzhou Pazhou Exhibition Centre

Stay tuned as Huiyuan Cowins continues its global journey. We look forward to seeing you at the Canton Fair Phase II this October!