Henkel boosts digital innovation and industry cooperation at Interzum

Henkel showcased its innovative edge banding adhesive and mattress adhesive at Interzum Guangzhou 2021, held from March 28 to 31. While abiding by strict pandemic prevention regulations, this year’s Interzum attracted more than 1,600 companies and 100,000 trade visitors. Several digital interactive tools were deployed at Henkel’s booth that demonstrated Henkel’s efficient portfolio of adhesive solutions for the furniture and building components industries. Interzum also provided an opportunity for Henkel to hold in-depth conversations with clients and partners to discuss new trends in adhesive applications to facilitate greater sustainability in the furniture and building components industries.

Focus on digital innovation and an interactive booth experience

Henkel unveiled two innovative edge banding adhesive solutions TECHNOMELT KS 922 and TECHNOMELT PUR 270/8, and also a new solution for mattress manufacture that can replace water-based adhesives, TECHNOMELT AS 3105. To better demonstrate Henkel’s leading technology and product performance, several digital interactive tools were set up at the booth to help visitors describe their challenges with adhesive application to encourage in-depth dialogue with Henkel experts. 

1) Expert Clinic: Based on client feedback and experience direct from production environments, Henkel’s Interzum Expert Clinic helped booth visitors target multiple pain points in adhesive application and discover tailor-made adhesive solutions to address their challenges. As well as experiencing the Expert Clinic on an interactive screen, it was also possible to consult with technical experts from Henkel, to learn how Henkel’s adhesives could be used to solve issues arising in adhesive application. 

2) Henkel Virtual Home: Henkel’s adhesive solutions are widely used in furniture and in building components to help create safer and pleasant home environments. To offer a deep dive analysis of technologies applied in furniture and building components, the Henkel booth presented the Henkel Virtual Home digital interaction experience. By clicking the “door” of the Virtual Home onscreen, users could explore several scenes including the living room, kitchen, bedroom and bathroom. In each environment, they could learn more about the wide applications and outstanding performance of specific adhesive products from Henkel.

3) “Smart Han” AI technical expert: Henkel pioneered its AI technical expert, Smart Han, last year on WeChat. Powered by the knowledge base of Henkel’s global technical experts, Smart Han provides diverse professional services such as product selection, after-sale inquires and troubleshooting, etc. Following its online success, Smart Han came to Henkel’s Interzum booth, providing a fun interactive experience for many visitors. With a click, visitors could start a conversation with Smart Han, acquiring professional advice on product selection and the application of adhesives.

The perfect occasion to network and encourage industry cooperation

As the biggest annual event in the furniture and building components industry, Interzum provides the ideal communication platform for all parties in the value chain and a springboard for collaboration and future success. Henkel made excellent use of this unique event to connect partners, foster opportunities for potential growth points, and work to drive industry cooperation to new heights. During Interzum, Henkel held four online webinars to communicate with online and offline audience on topics such as new trends in adhesives, new demands in edge banding and sustainable development. These received overwhelmingly positive response. Additionally, Henkel technical experts talked with key clients and partners, visited booths, and exchanged views on the “key next steps” for success. Henkel has been widely acknowledged by numerous clients and across the industry for outstanding performance and many production equipment exhibitors at Interzum also displayed the eye-catching "Henkel product application logo". This logo demonstrated the extent to which Henkel has become synonymous with higher production standards – and a way for exhibitor companies to prove quality of their products.

Looking back at Interzum 2021, Dr. Rajat Agarwal, President of Henkel Greater China said: ”We were pleased to be part of Interzum once again. During this exhibition, we showcased our innovative product portfolio and solutions, exchanged views with key clients and partners and explored potential growth opportunities, thereby laying a strong foundation for further industry collaboration. In the future, under the strategic framework of targeted growth, we will continue to invest, accelerate influential innovation, promote sustainable development and digital transformation, and create higher value for our clients and consumers.”