Ricoma Intl. Corp., Miami, recently celebrated its global expansion and welcomed new distributors during a reception at the China International Sewing Machinery & Accessory Show (CISMA), which was held Sept. 26-29 in Shanghai, China.
The reception, which included more than 120 attendees, was evidence of Ricoma’s growing global reach. Since the last CISMA show, the company has expanded to 10 more countries, including Uruguay, Paraguay, Bolivia, Panama and Brazil, meaning its embroidery machines now are available in more than 130 countries. Ricoma’s United States and China staffs conducted presentations, demonstrated the latest technology and answered questions.
“There were people from everywhere stopping by the booth all day,” says Lera Knight, marketing manager, Ricoma. “We even met distributors flying in all the way from Latin America!”
During the dinner, Ricoma founder Frank Ma gave a speech about Ricoma’s recent rebanding and the major developments in technology, strategy, marketing and internal company culture that have since occurred since.
“Our rebranding was more than just a cosmetic improvement — it also came with a renewed mindset,” Ma said during the speech. “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.”
Knight also discussed Ricoma’s latest marketing efforts that have focused on shifting to the digital space. Miguel Ciaretta, Ricoma’s vice president of global operations, closed the evening with an overview of the changes the company has made to serve distributors and consumers.
“We’ve pushed toward making everything electronic,” he said. “Now, customers can sign documents right from their phone or computer — so you can close deals anywhere. 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,” he said. “Because, as always, your success is our success.” — J.L.
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