Chat with the CMO of Tuya Smart, who has participated in CES ten times: How to sell "green" overseas? | Dialogue with 100 ESG Pioneers of Big Companies

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This is the first article in the series "Dialogue with 100 ESG Pioneers in Large Companies". We will find 100 key decision-makers engaged in green, sustainable, and ESG-related businesses in large companies to discuss their "techniques" and "philosophies".

In early January, in Las Vegas, USA, the Consumer Electronics Show (CES), the world's largest consumer electronics exhibition, opened again. I had a chat with Eva Na, Vice President of Marketing and Strategic Cooperation and CMO of Tuya Smart.

As a podcast focusing on ESG business, we are quite curious about Tuya Smart.

Tuya Smart is positioned as a global cloud IoT manufacturer. In March 2021, it was listed on the New York Stock Exchange. In the past two years, Tuya has developed a smart energy product line. Through a set of software and hardware product solutions, it can help power generation companies and users save a lot of energy consumption, achieving both environmental protection and significant cost savings for users.

In terms of practical experience related to ESG, Tuya also has many insights - after being listed on the US stock market and with its business spread globally, it has to face ESG guideline requirements from multiple dimensions such as the Securities and Exchange Commission, local governments, and customers. As the person in charge of market cooperation and public relations communication in the company, Eva Na is not only the operator of the smart energy business line but also the core executive responsible for the corporate ESG image.

Eva Na, Vice President of Marketing and Strategic Cooperation and CMO of Tuya Smart

Before starting the interview with Eva, I walked around the Tuya CES exhibition area, and the introduction of "Smart Energy" occupied a considerable area. Tuya exhibited a home smart energy system - through the collaborative operation of smart switches, sockets, and an App, home appliances can be controlled to start at the most needed moments. Through the mobile phone, users can clearly understand the real-time bill of monthly energy consumption, and it is clear at a glance how to save and how to spend.

This system is more popular overseas. The reason is also simple. Electricity prices in European and American countries have more obvious peak and off-peak differences. Eva also shared her observation: "When I was investigating European households, I found that some families would get up at four in the morning to do laundry because the electricity price is low at night."

Today, Tuya's smart energy system has been implemented in many countries including China, the United Kingdom, France, Singapore, Australia, etc. Taking Singapore as an example, after installing the energy management system provided by Tuya, the household with the best effect saved up to 54% of electricity consumption within one month.

In addition to talking about the green overseas expansion of the energy system, as a "marketer" with more than ten years of experience, Eva is no stranger to the CES exhibition. In her past career, she has participated in CES more than ten times. Therefore, in the first half of this podcast, we also asked her to share the experience and gains of a CES veteran who has participated in the exhibition ten times, as well as some tips for new exhibitors from her perspective.

Because our chat was in the noisy exhibition site, the sound quality was somewhat disturbed, but this is also the real face of CES: it is lively and noisy, with countless people and businesses gathered here. Even our conversation had an excited tone. Of course, in a field like CES where business and innovation collide at a high speed, who wouldn't be excited?

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The following are the core discussion points of the conversation, and you are also welcome to discuss with us in the comments:

03:03 Ten years ago at CES, what was learned was the "expression way" of American technology companies

10:00 For Marketing professionals, the fun of looking at CES is how to "commercialize" innovative technologies

15:10 A "pitfall avoidance guide" for those who want to exhibit at CES for the first time

19:35 Going to Europe and Singapore, it is found that there is a demand for energy management in various places

25:50 In order to have cheaper electricity bills, European users get up at four in the morning to do laundry

30:58 How to implement the energy management system in different countries? Mainly talk about four points

36:20 European people really will pay for this matter of green and low carbon

45:50 If you want to do business with European companies, the other party will first ask about your ESG rating

50:42 "If Tuya's energy system is not done well, the entrepreneurship is really in vain"

Noun Explanations to Facilitate Your Understanding of the Conversation Content:

Housing Development Board (HDB) in Singapore: The Housing Development Board (HDB), established on February 1, 1960, is a government agency responsible for the planning, construction, and management of new residential towns in Singapore. More than 80% of Singaporeans live in houses built by the Housing Development Board (HDB) .

HDB Flats in Singapore: HDB Flats are public housing constructed by the Housing Development Board in Singapore and are the residences of most Singaporeans, mainly provided for young people and other low-income earners.

‌Octopus Energy (UK Octopus Energy Group)‌: It is a clean energy company headquartered in the UK, established on October 1, 2015. It provides services to customers through its energy software platform Kraken and has now become the largest electricity supplier in the UK, with its business spreading to 18 countries‌.

MSCI ESG Rating: MSCI, or Morgan Stanley Capital International, is a well-known investment research and rating agency. In 1990, MSCI released its first ESG index, and since 1999, it has been rating companies based on significant ESG risks in the industry.

Bloomberg Intelligence estimates that 60% of the sustainable or ESG funds invested by global retail investors are based on MSCI ratings.

The Chef of This Coconut Chicken:

Jonas: The editor-in-chief of the new media technology & ESG section with the code name of a certain chemical element. "A journalist who doesn't want to be a writer is not a good anchor", ESTJ, with a Shiba Inu at home.

Editing and Production: DU@Yingda Technology

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