Date:2018-01-30 Browse:611

Every two years, the staff at Ricoma looks forward to the distributor reception held during CISMA. Like any tradition, it has consistently offered much of the same pleasures: live classical music, a buffet-style dinner and networking over cocktails in an ornate ballroom. 
The only factor that changes each time: the headcount. 

What started in 2009 as a room filled with about 60 faces has now doubled. With over 120 attendees this year, Ricoma’s growing global reach was evident. Since the last CISMA in 2015, Ricoma has expanded to 10 more countries – making Ricoma embroidery machines now available in over 130 countries.

A fifth-time attendee, Ricoma treats CISMA as a platform to formally welcome its new distributors and introduce the innovations that have taken place since the last CISMA in 2015. As the world’s second largest sewing machinery industry trade fair, CISMA exceeded the expectations of first-time attendee and Ricoma Marketing Manager Lera Knight.
“There were people from everywhere stopping by the booth all day,” Knight said. “We even met distributors flying in all the way from Latin America!” 
At the booths, the Ricoma U.S. and China staff joined forces to conduct presentations, demonstrate Ricoma’s latest technology and answer questions.

During the dinner, founder Frank Ma opened up the night with a moving speech about Ricoma’s rebanding in 2017, and the major developments in technology, strategy, marketing and internal company culture that have occurred since then. 
“Our rebranding was more than just a cosmetic improvement – it also came with a renewed mindset,” Ma said. “While we will always be devoted to our old slogan, ‘a passion for excellence,’ we decided that it was time to ‘think beyond’ mere excellence.” 
Marketing Manager Lera Knight continued with a speech on Ricoma’s latest marketing efforts that have focused on shifting to the digital space. VP of Global Operations Miguel Ciaretta closed the evening with an overview of the changes Ricoma has made to serve distributors and consumers.
“We’ve pushed toward making everything electronic. Now, customers can sign documents right from their phone or computer – so you can close deals anywhere,” Ciaretta said. “And with our distributor portal, our partners have access to all the files and marketing materials they need in one convenient spot. We even have our complete training videos and quick-start guides available on our site, so you can easily direct customers to the resources they need.” 
Ma concluded his speech by recapping the company’s mission and inviting Ricoma’s growing global network of distributors to share Ricoma’s core beliefs.
“We’re going to continue improving, and we want you to be there with us – to witness all the developments, to grow with us, and most importantly, to ‘think beyond’ with us," Ma said. "Because, as always, your success is our success. ”

This September, Ricoma attended the China International Sewing Machinery & Accessories Show (CISMA) – the world’s second largest sewing machinery industry trade fair. CISMA 2017 began Sept. 26 and continued through Sept. 29 at the Shanghai New International Expo Centre (SNIEC) in Shanghai, China.