Belarus is well-known and well-regarded at many international exhibitions held in various corners of the world. Our country has established itself as a quality manufacturer and reliable partner. Belarusian products are recognizable, and our stands attract the attention of exhibition visitors. Among the domestic industrial leaders, Belarus is often represented by LLC “CHEFI”, which produces medical devices for providing first pre-hospital care in emergency situations. The company's director, Alexey Petrov, shared his experience participating in international exhibitions.
The "Echelons" of Life
LLC “CHEFI” has been producing medical devices for providing first pre-hospital care in emergency situations – natural disasters, accidents in the workplace and at home – for over 30 years. Recently, emergency situations have expanded to include military operations. In this regard, the company has mastered the production of first-echelon first aid kits and their contents known as the "triangle of life," which includes a tourniquet, a dressing bandage, and a painkilling injection – and second-echelon first aid kits with a more comprehensive composition.
The company’s mission is of great importance – to give a person a chance to survive. With the help of such products, individuals without medical training can stabilize their condition and wait for the arrival of qualified medical assistance.
Historically, since 2014, military operations have become the dominant type of emergency situation, so the demand for such products worldwide has increased significantly. At that time, the company's management made a strategic decision to expand into new geographic markets. Since 2015, “CHEFI” employees have regularly participated in international exhibitions in neighboring countries. And fr om 2019, they began to enter the African market, which is constantly roiling with civil unrest in various areas.
At the same time, other emergencies – such as natural disasters, road accidents, and accidental injuries also occur in areas without armed conflict. For this reason, any state that cares about its population is interested in ensuring that timely medical assistance is provided to those affected. That is why medical products for providing first pre-medical aid are in demand in the vast majority of countries.
"Entering the international arena is a completely natural process dictated by the demands of the times," notes Alexey Petrov. "We understand that the sales market in Belarus is small, and the country also sets goals for exporting, so the decision to promote our products on the world market was not unexpected. And participating in exhibitions is one of the good, and most importantly, effective ways to make ourselves known, demonstrate our products in person, and establish useful connections."
New markets
Each time the management of “CHEFI” prepares for another exhibition event, they set specific goals tailored to particular markets. For example, when they first traveled to the African continent in 2019 to participate in an exhibition in Zimbabwe, the company aimed to explore the landscape, study supply and demand, observe the leading players, and use the gathered information to plan its future strategy. At that time, “CHEFI” presented its products remotely as part of a collective exhibition organized by the unitary enterprise “Belinterexpo” of the Belarusian Chamber of Commerce and Industry.
As a result, it didn’t take off. Each African country has a very different purchasing capacity, and the price of the products turned out to be too high for that market. As Alexey Petrov notes, Belarusian labor is expensive and of high quality – and that has already become a global brand.
“In principle, such an outcome was expected for us. We fully understand that we’re not alone in Africa – China, India, and a number of other countries are also present here, offering similar products at much lower prices. But thanks to these trips, we’ve gained valuable experience that helps us understand wh ere to go next, whom to target, and what to offer – and also where our products won’t be in demand at all, so it’s not worth investing time and money. Direct communication with potential buyers is what truly helps us understand the market’s needs and suggests the right solutions,” the director notes.
As a result, the recent trip to Angola turned out to be more successful. Thanks to participation in an exhibition there, “CHEFI” was able to establish contacts with representatives fr om the Republic of South Africa. This is a highly industrialized country with strong purchasing power and, moreover, a member of the Southern African Customs Union, which significantly expands Belarus’s export opportunities.
To solidify the intentions of future African partners, the Belarusian medical product manufacturers later paid a working visit to South Africa, wh ere they met with an interested team, presented product samples, and explained their cooperation concept. At the same time, they also followed up on additional contacts that had been established remotely. Currently, active negotiations with representatives of South African businesses are ongoing.
This is exactly how work with partners is carried out after participating in exhibitions. According to Alexey Petrov, if a company showcases its products once at an exhibition and then disappears into a hole, people will quickly forget about it, and it will lose all relevance. With such an approach, participating in exhibitions makes no sense at all.
The “old Soviet school”
In the countries of the near abroad, the situation is somewhat different fr om that in Africa. Here, potential buyers primarily focus on product quality, while price plays a secondary role. Therefore, entirely different product groups are selected for exhibitions in these regions, and the goals are also different.
“This year, we participated in an exhibition in Kazakhstan, and we were told a story about how a cheap imported first aid kit failed to do its job: a person could not be saved because it lacked a critical item. As a result, this country, which has had its fill of budget options, is now looking for truly high-quality products – and not just when it comes to first aid kits. And our products are genuinely made with care. Belarus has very strict regulations and protocols regarding medical devices, and we, as manufacturers, fully understand our responsibility. Our kits include everything that’s necessary – and even more.
From our experience interacting with clients, we’ve learned that some medical supplies are needed in greater quantities than officially prescribed. We gather all these details bit by bit at international exhibitions we participate in and make sure to take them into account going forward. That’s why we receive such positive feedback about our products,” said Alexey Petrov.
The company also analyzes the performance of first aid medical products in different climate zones. For example, in 2014, “CHEFI” developed an Esmarch tourniquet specifically for use in Arctic regions, as the rubber used in standard tourniquets cannot withstand extremely low temperatures.
The company actively collaborates with the medical services of military units in various countries. Custom-made products are sent to clients for testing, after which specialists provide feedback and suggestions for improvement. “CHEFI” has its own engineering department and employs staff with academic degrees in the field of medicine. All of this experience enables the company to produce competitive products that are in demand both domestically and internationally. The argument of being rooted in the "old Soviet school" further reinforces trust in the product.
During exhibitions, “CHEFI” employees are often asked to demonstrate how to properly use the company's products. This has become a peculiar feature of the Belarusian stand. Not only potential buyers but also ordinary visitors want to try the first aid medical devices on themselves. Undoubtedly, this kind of interactive element generates public interest.
"When making a purchase decision, many clients often rely on our reputation and recognition. Recently, we set a goal to give interviews and comments to the media at every exhibition. It turned out that this is also one of the effective ways to promote our products," suggests Alexey Petrov.
“CHEFI” has a serious exhibition plan for the current and upcoming year. Further expansion into the African market is planned, along with participation in well-established and new international exhibitions. In addition, the company continues to search for other regions wh ere its products may be in demand and studies the exhibition calendars of various countries. According to CHEFI’s director, Alexey Petrov, this work must be carried out continuously.
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