The CES is the world’s largest technology event, produced by the Consumer Technology Association, which brings together manufacturers, developers, distributors and technology suppliers. In addition, it offers every year a program of conferences in which business leaders expose on the most relevant issues of the industry. The last edition featured more than 250 conference sessions, with more than 1000 speakers.

“For more than 20 years I have said that every company must become a technology company and the diversity of exhibitors at CES 2024 proves it. CES presence and conference scheduling span the entire technology ecosystem,” said Gary Shapiro, President and CEO of Consumer Technology Association.

“CES resurgence demonstrates that face-to-face conversations and meetings are a necessity for the technology industry”

During the event, executives from Best Buy, Elevance Health, HD Hyundai, Intel, Nasdaq, Qualcomm, Siemens, Snap and Walmart took on a series of conferences to showcase new collaborations in all industries, highlight partnerships with business technology leaders and announce new products.

Following the agenda of the current industry, Artificial Intelligence framed the general conversation of the CES, and top company executives highlighted how this technology will continue to develop cutting-edge applications that will optimize the way we communicate, produce and do business. In addition, the ESC established access to technology as the eighth pillar of the global Human Security for All campaign, assigning technology a key role as a catalyst to improve all aspects of human experience.

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Announcementes and news

AMD was part of the latest edition of the Consumer Electronics Show. Following the recent announcement of the Ryzen 8040 Series processors, which have increased NPU capacity by 60% through Artificial Intelligence, the company introduced the new Ryzen 8000G Series desktop processors, including the Ryzen 7 8700G. For the first time, desktop processors will incorporate AI capabilities, enabling consumers to improve productivity, efficiency and advanced collaboration. With up to eight cores and 16 threads, the Ryzen 8000G provides users with great power and performance for intense workloads. AMD Ryzen 5 8600G offers six cores, 12 threads, 22MB cache and Radeon 760M graphics. Both include AMD Ryzen AI technology.

“At AMD we are always driving the development of high-performance computing. We believe AI is the most transformative technology in 50 years,” said Lisa Su, CEO of AMD.

Added to this, and thinking of the gamer public, AMD announced the Ryzen 5000 Series processors, based on the proven «Zen 3» architecture. With eight cores and 16 threads, the processor leverages AMD 3D V-Cache technology to deliver stunning 100 MB of chip memory.

“Our strategy is to deliver processors with the best AI capabilities, from cloud solutions to edge and endpoint”

Moreover, AMD announced its new Radeon RX 7600 XT graphics card. With support for advanced technologies like AMD FidelityFX Super Resolution 3 and AMD HYPR-RX with AMD Fluid Motion Frames, users can increase their game settings for a fully immersive and highly responsive gaming experience up to 1440p, offering up to 1.9 times higher gaming and ray tracing performance than the NVIDIA GeForce RTX 2060 in selected 1080p titles.

From the Intel side, in addition to the presentation by its CEO, Pat Gelsginer, the company exhibited at the event its 14th generation Intel Core processors for laptops and desktops, including the HX series and the 35 and 65 watt desktop processors for conventional use. Led by the Intel Core i9-14900HX, with eight performance cores (P-cores) and 16 efficient cores (E-cores), the new HX series combines world-class connectivity with incredible single-thread, multitasking performance.

Added to this, their new family of processors for Intel Core Series 1 laptops, led by the Intel Core 7 150U processor, was presented for conventional, thin and lightweight notebooks.

“Our 14th generation Intel Core processor family is designed to deliver world-class performance and platform features to both enthusiasts and conventional PC users,” said Roger Chandler, vice president and general manager of Enthusiast PC and Workstations, Client Computing Group at Intel.

LG presented itself at the event with its new LG Gram Pro laptops (models 16Z90SP and 17Z90SP), equipped with an Intel Core Ultra processor with hybrid architecture, a NVMe PCIe 4.0 SSD and an NVIDIA GeForce RTX 3050 1 graphics card. The LG Gram Pro 2 in 1 won a CES 2024 Innovation Award and was recently listed on GUINNESS WORLD RECORDS as the lightest 2 in 1 16-inch laptop.

But eyes were definitely on the LG SIGNATURE OLED T, the world’s first transparent OLED TV. With a size of 77 inches, its 4k OLED display, powered by the new α (Alpha) 11 AI processor, managed to win five CES 2024 innovation awards, including the honor of Best Innovation. Wireless between Zero Connect Box and OLED T, users can enjoy a clean viewing environment.

“LG thought this CES in a different way than the previous ones. We focus on the vision of ‘LG as a life solutions company’. We have mobility solutions, screens, sustainability, also LG Labs, where we show innovations and prototypes”

-Enrique Laffue, CEO of LG Electronics Argentina.

Cooler Master was also present at the event with its latest innovations in refrigeration products and cabinets. In addition, attention was focused on the SneakerX and SharkX setups, with their striking sneaker and shark designs, respectively. Additionally, the brand exhibited the Dyn X car and aviation simulators.

But the company not only focused on hardware, it also offers its Master Hub software, which allows users to manage everything from their computer, including applications, buying different parts and arming the computer as they wish.

“We not only work on product innovation, but also on production innovation, developing technology that makes processes more efficient and fast, and that all distributors and customers can have the product in less time”

-Ariel Mai, Regional Manager for Southern Cone and Mexico at Cooler Master.

Continuing with the gaming sector, Solution Box participated in the CES 2024 with its brand NSX, and had a stand in which attendees could test 20 configurations of different gamer equipment, with brands such as MSI, Corsair, Cooler Master, among others, and processors both AMD and Intel.

The wholesaler has a presence in 13 Latin American countries, and they say that the CES is a great opportunity to continue capturing channels, and thus address new markets.

“We are always close to the channels. We visit them, train them, hold events and try to develop the brand. We are a regional wholesaler and international brands seek us to have greater capillarity”

For its part, the consumer electronics company FOXBOX GROUP made its first participation in the Consumer Electronics Show, with the aim of achieving strategic partners and expanding its business model in the region, targeting mainly the markets of Colombia, Mexico and the United States.

The company enters each country through wholesalers, or directly with resellers and retailers. They offer the customer to disembark with FOXBOX, or manufacture their own brand, providing them with the accompaniment they need in development, marketing and design.

As a novelty for the event, FOXBOX GROUP presented its new line of small appliances, which includes a robot vacuum cleaner with integrated mop, airfryer, robot window cleaner and ice maker.

“What we are looking for with this participation in the CES is to show that FOXBOX is much more than a factory in China. It is a comprehensive proposal of One Stop Solution, where we accompany the customer in everything he needs to sell our products”

-Nabila Huespe, CEO of FOXBOX GROUP.

Latamly Group participated for the fifth consecutive year of the CES, seeking to position its business with the brands Redragon, with a variety of products for all types of gamers, Jackery, with portable, clean and safe power supply solutions, and Xp-Pen, offering high performance tablets for professional drawing.

“It is a pride to grow and expand brands in Latin America, leveraged in our specialization to detect and validate business opportunities for high quality consumer electronics products. Each brand has a specific business plan, key business alliances and comprehensive support services from the factory to the after-sales to the final consumer,” the company said.

From ASUS they also presented at the CES, and captured the attention of the participants with their novelties in notebooks. First, the company exhibited the new Zenbook DUO (2024) UX8406, the world’s first ultra-portable laptop equipped with two touch OLED screens, 14 inches, with 3K and 120Hz resolution. This notebook maximizes productivity and gaming throughout the day with an Intel Core Ultra 9 processor, with an integrated neural processing unit for AI acceleration, 32GB of LPDDR5x memory, a PCIe 4.0 SSD up to 2TB, a 75Wh long battery life and a Dolby Atmos audio system.

Also on display was the Zenbook 14 OLED, an ultra-portable Intel Evo edition laptop. Users amplify their efficiency with the Intel Core Ultra 9 processor and Intel Arc graphics, achieving better connectivity across all essential I/O port functions: including two Thunderbolt 4, USB 3.2 Gen 1 Type-A, HDMI 2.1 (TMDS) and a 3.5 mm audio jack.

Finally, the new ROG Zephyrus G14 and G16 are the first laptops to feature OLED ROG Nebula Display panels. The Zephyrus G14 features a 3K panel at 120Hz, and the Zephyrus G16 with a 2.5K display at 240Hz, both with a 16:10 aspect ratio, VESA DisplayHDR True Black 500 certification.

“We want to take advantage of the exhibition that CES gives us and to be able to show all our followers what we are going to launch during the first half of the year. We have new high-end products that we plan to have available in the region”

-Gabriel Bahamondes, head of PR and Technical Marketing for the Spanish-speaking region of South America.

Continuing with PC launches, Lenovo presented at this edition of the CES a line of more than 40 new devices and solutions powered by artificial intelligence, taking the company’s vision of AI for all even further, through the Yo-O submarks, ThinkBookTM, ThinkPadTM, ThinkCentreTM and LegionTM.

Microsoft’s new line of Lenovo Yoga laptops with Windows 11 includes Lenovo Yoga Creator Zone, a new exclusive software for creators, artists and anyone looking to harness the power of generative AI in a simple and private way, with security in mind.

Next Edition

“CES 2024 brought the ALL ON experience to media, executives and industry opinion leaders. Throughout the fair and on the CES stages, thousands of global brands announced new visions, products, investments and partnerships,” said Kinsey Fabrizio, senior vice president of CTA, CES and membership.

And concluded: “Technology is solving global challenges and we are excited to see that so many collaborations and partnerships emerged here in Las Vegas, where a show occurs in which attendees could meet, dream and solve”.

From the organization of the event already plan the next edition, and invite the entire technological ecosystem to prepare for the return of the CES to Las Vegas from 7 to 10 January 2025.

“We are very happy to participate in CES 2024 and we have high expectations about the path we have been traveling in these days. What we are looking for with this participation is to be able to show what FOXBOX does, which is much more than a factory in China. It is a comprehensive proposal of One Stop Solution, where we accompany the customer in everything he needs to sell our products,” said Nabila Huespe, CEO of FOXBOX GROUP.

The company works with an importing business model, which enters each country through wholesalers, or directly with resellers and retailers. They offer the customer to disembark with FOXBOX, or manufacture their own brand, providing them with the accompaniment they need in development, marketing and design.

“We came to look for strategic partners who want to lower the brand, or with whom we can develop their brand in Mexico, Colombia and the United States, and we have had great success. We were also surprised by the presence of many potential customers from Canada. In addition to this, we seek to enhance our presence in South America, where we already have a presence in Argentina, Uruguay, Paraguay and Bolivia,” said Huespe.

FOXBOX looks for specific strategic partners depending on the market they target in each country, in order to develop their business in the best possible way. They do not aim to get “one shot” sales, but long-term relationships with the right partner.

“We look for the area specialist, even for the B2B channel, which can be Amazon or Free Market, we look for the specialist and then we give the best of our team, which is very large. We not only sell products, we also give many services. We closely accompany partners to land in new markets as quickly as possible,” said Damián Rocca, Managing Partner of FOXBOX GROUP.

“We are very professional, we have a great marketing team, design and years of experience in the market. We also have several success stories in Argentina, Uruguay and Paraguay”

-Damián Rocca

For his part, Rodrigo Laucirica, Commercial Manager of FoxBox Group, said that, thanks to the more than 10 years of experience that the brand has in China, provide a comprehensive solution so that the customer does not have to travel to China to look for suppliers to develop their own brand. “We are all in one, you can capitalize, consolidate loads, suppliers and have the confidence of the 10 years of experience of the company. The whole learning curve of going to China to test brands, we already did, and we got the best suppliers. That’s what really occupies FOXBOX, which is quality and service,” the executive said.

“Our great differential is that we are more than 10 years ago in China, with offices and employees, so we can solve anything in the country”

-Rodrigo Laucirica

From FOXBOX they focus on innovation, always offering cutting-edge technology. For this edition of CES 2024, the company offered its mobile product line, ranging from cables and chargers for cell phones, to smartwatches, headphones and other accessories. As a novelty, they presented their new line of small appliances, which includes a robot vacuum cleaner with integrated mop, airfryer, robot cleaner and ice maker.

“We offer appliances that provide easy, dynamic solutions and optimize time. Our motto is ‘We make things happen’, so we apply technology that simplifies people’s lifestyles”

-Nabila Huespe

FOXBOX executives expressed their satisfaction with this first experience at the CES, where they could approach new customers from different markets in Latin America. “In addition to doing business, we have learned to relate to other cultures and met other markets, which will help our team to continue developing innovations. That’s what we offer the customer, to keep it always at the forefront of technology, without him having to travel the world, we bring innovation to your point of sale, which solves a lot of time and money,” concluded Rodrigo Laucirica.

Since early 2023, FOXBOX GROUP has participated in international fairs. The first was in Hong Kong, where they found sales opportunities in Europe, Asia and North America. Now, the company will be presented at CES 2024, looking for new partners to expand its reach in the Latin American market.

“Historically we participate from all global international fairs, but going as customers. This is the moment when the brand is consolidated to look for partners. We have expectations of meeting potential customers in Latin America. We believe that people travel to look for businesses and trends, and in that we will present ourselves as a brand that really has a very broad product portfolio,” said Damián Rocca, FoxBox Managing Partner.

The company will travel to Las Vegas with its entire portfolio of products, including its flagship brand, FoxBox, which features a wide range of smartwatches, speakers, headphones, chargers, cables, accessories and more.

The brand reported that, as a novelty, it will present its new line of small appliances, such as air fryers, vacuum cleaners and ice factories. Through this new vertical, FoxBox plans to incorporate new products throughout the year.

“The brand seeks innovation. In our beginnings we had a niche market oriented to mobile, but today we are already a technology and trends company, where this year we have 55 scheduled launches”

“Who travels to CES seeks innovation, seeks brands and business representation from China. From our side, once we explain to the customer what we are, we can defend their choice from quality, products and global service,” said Rocca.

In addition to its presentation at CES 2024, FOXBOX GROUP is preparing to participate in the IFA event, which will take place in September 2024, in Berlin, Germany, and then travel back to China to Global Sources. In turn, the company will participate in different regional fairs in Latin America, mainly targeting the Mexican and Colombian markets as short-term objectives.

It is currently operating in Argentina, Paraguay, Uruguay and Bolivia, developing agreements in the markets Colombia, Mexico, Chile, Peru and with active projects in Europe and the USA.

Although they began oriented to the mobile market, over the years they have evolved with their customers to incorporate different verticals, mainly household items.

Today they have the official representation of the international lines ECOFLOW and HAXLY, being FOXBOX its own flagship brand, which is positioned as the first substitute for major brands, such as Samsung or Motorola.

“Our experience starts from China to Argentina, where we are importers and distribute throughout the country. We are the only Argentine brand within Claro and Personal. This experience led us to win Latino markets. We develop our own brands and sell from China to the world,” said Rodrigo Laucirica, Commercial Manager of FOXBOX Group.

“Quality, packaging and service experience is what sets us apart”

The offer of FOXBOX Group

In addition to the FoxBox line, the company has another impulsive buying brand, Aló. “It is a brand with which we enter more differentiated channels such as pharmacies, drugstores, supermarkets, service stations, places where consumers buy for need when they lack the charger, the cable or the headset, and solve it at the time. It is not a scheduled purchase, as it happens with FoxBox products, where we will buy a quality cable or a charger of higher power, to recognized technology stores,” explained the executive.

The company’s most volume-rotating verticals are cables, wall chargers and wired headphones. Regarding sales volumes, smartwatches, smartwatch novelties and wireless headphones stand out. As a novelty, FoxBox is incorporating small appliances, starting with air fryers, vacuum cleaners and ice factories. The brand has stock for international distribution relying on its deposits in China and Uruguay.

Another business model is brand representation. An example is the brand of protection of cell phones with hydrogel, which is a clipping of the brand Haxly, which they represent in Latin America. FOXBOX Group also has the representation of EcoFlow, a leading brand of charging stations, with which they have exclusivity in Argentina and Uruguay.

“This business is ‘buy freedom’, because we transfer energy very simple, renewable and free, because it is charged through solar energy or current. It has different channels than those we usually work, such as the agricultural channel or outdoor, but we understand that it is the future and we know that we are innovative when we bring these innovations, with which we will be able to bring energy freely wherever we want,” said Laucirica.

“We are looking for local partners who want to represent our brand, respecting our culture, our service, quality and customer service”

Last but not least, FOXBOX Group also manufactures third-party brands in Argentina and other countries. If a customer goes to China looking to manufacture their product, they can move from one factory to another to realize the production of each part of the device. FOXBOX Group, on the other hand, resolves the entire service in a single provider.

“Our motto is One Stop Solution, we provide a 360 service that includes design, development, import and distribution of technological products,” said the Commercial Manager of FOXBOX Group.

On the other hand, the interviewee referred to the partnership with Mirgor as one of the most outstanding success stories of the company. It is one of the largest companies in Argentina, have the license of Samsung in Tierra del Fuego for its manufacture, as well as agro companies. Mirgor took over the representation of FOXBOX Group in Uruguay.

Relationships with long-term partners

As far as B2B is concerned, FOXBOX Group works with “mass non-specialist” channels, better known as retailers, that work with technology and small appliances. They also supply telecommunications companies.

Added to this, they maintain relations with “non-traditional mass channels”, such as drugstores, food distributors who then supply other businesses and supermarket chains.

“We support the partner from marketing support, RMA return, after-sales support, all the know-how of how to sell, which is what we know how to do. We are looking for importers who already have distribution partners, who take channels to accompany them in the representation of our brand or large customers who source more from imports than from local purchases,” said Laucirica.

“We are looking for strategic partners who want to develop our brand, who are willing to provide services. Of course we’re looking for long-term relationships, not one-shot sales.”

The company says that they are starting a project to join international sales platforms, to become in international B2C, such as Amazon, for example.

With the aim of reaching new partners in the Latin American market, FOXBOX Group will participate in CES 2024, presenting its updated portfolio. “We are convinced that we will be able to provide a real solution to a lot of potential partners who have no experience in China or the ability to absorb the volume that demands that country, that is where we are of great help,” concluded the Commercial Manager of FOXBOX Group.