Fermax at Beijing CPSE: New strategic positioning in China

20 grudnia 2012

The most important security systems trade fair in Asia, China International Exhibition on Public Safety and Security, was the showcase chosen by Fermax to reveal its latest products and launch the new business strategy for the Chinese market. The specialist press opted for this moment to award the prizes for best brand, among them the Valencian firm.

With over 1000 exhibitors, 150,000 visitors and 10 exhibition pavilions (one of them given over exclusively to audio and video door entry systems), the CPSE is the largest and most successful security fair held in Asia. As expected, this latest addition, staged from the 3rd to 6th December in Beijing, attracted the best international brands in the sector, with Fermax amongst them. 

Fermax Stand-CPSE Exhibition

In an exclusively designed stand, the new products from Fermax stood out in the fair for their personality, attracting large audiences interested in the style of the veteran Spanish brand. 

Smile, a high-performance slimline monitor with capacitive pushbuttons, hands-free communication and 7 or 3.5 inch screen, drew the first smile from the experts with its simplicity and intuitive handling. Thanks to their design and elegance, the iLoft video entry terminals were also very well received. In turn, Skyline, the outdoor panel able to adapt to any need, continues to attract attention wherever it appears. Thanks to its modular design and flexibility it is perfectly suited to the Asian market, since it can integrate basic video entry functions using pushbuttons and keypads, with all types of access controls - proximity, fingerprint biometrics, keypad and Bluetooth - as well as other information modules such as OneToOne.


Product display-Fermax Stand
CPSE Exhibition

But the Valencian brand not only used its impressive stand for the customary presentation of new technological features - they also took advantage of the event to launch their new action lines in the region. This new Fermax strategy in China involves keeping up the best European design and guarantees, but now focuses more on local market features, both when designing products and providing their specific functions. In other words, taking account of Asian idiosyncrasies in general and Chinese in particular, while remaining quintessentially Fermax.

At the onset of this new stage and with a view to strengthening its presence in China, Fermax has renewed and reinforced its local commercial network to take up the challenge of achieving growth for the brand in a market where the company already enjoys an excellent reputation yet still has a long way to go. The new team had the chance to meet up in Beijing with their colleagues from HQ and the FERMAX ASIA PACIFIC Executives to study points in common, market trends and the brand's own particular working formulas.


Fermax Team – Fermax Stand
CPSE Exhibition

To round things off, the high point of the fair was the prizes awarded for the best brands organised by A&S, China's leading magazine in the sector. This positioned Fermax in the A&S Top-10 Security Brands in China in intercom category, as runner-up among the foreign manufacturers.  This acknowledgement, granted to the highest positioned manufacturers in the market, has been awarded to the veteran Spanish brand on 7 occasions.  

Top 10 Security Brands China A&S Awards