CES 2026 Drone Light Show: A Study on the Mechanism of Brand Exposure's Impact on Corporate Valuation

Based on the materials I have collected, I will conduct a systematic and comprehensive analysis for you.

At the January 2026 CES, 1,200 drones performed a spectacular light show over Las Vegas, displaying the logos of Chinese companies including 36Kr, Rokid, and Cowin Capital [1]. This performance was supported by DAMO’s swarm technology, marking the transition of drone light shows from one-time displays to a

commercial stage [2].

In terms of participating entities, this event covers three different types of enterprises/institutions:

• 36Kr
  : A well-known Chinese tech media platform, listed on Nasdaq in 2019, focusing on business information services in the new economy sector [3]
• Rokid
  : An AI+AR glasses enterprise founded in 2014, which has completed 13 rounds of financing and received investments from over 20 well-known institutions including Temasek, Fosun, and IDG [4]
• Cowin Capital
  : A leading Chinese venture capital institution with extensive investment layouts in sectors such as healthcare and semiconductors [5]

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International trade shows (such as CES) serve as a bellwether for the global tech industry, providing Chinese tech enterprises with a unique platform to

. According to Huatai Securities’ analysis, the core theme of this CES has shifted from traditional consumer electronics displays to a “people-oriented” AI application transformation [6]. Against this backdrop, the quality of a company’s brand exposure directly affects its valuation logic:

Influencing Factor	Mechanism of Impact on Valuation
International Authoritative Endorsement	Enhances corporate brand credibility and reduces investor perception risk
Industry Discourse Power	Establishes a technology-leading image in niche sectors and strengthens bargaining power
Potential Cooperation Opportunities	Attracts the attention of strategic investors and optimizes shareholder structure
Media Communication Effect	Expands brand influence and reduces marketing costs for subsequent financing

According to data from Zero2IPO Research Center, the book value of shares held by VC/PE institutions in IPO-bound enterprises in the first three quarters of 2025 exceeded

, hitting a three-year high [7]. Behind this data, the brand exposure effect of international trade shows cannot be ignored— in the case of ChangXin Memory Technologies, its valuation reached before its STAR Market IPO, and the frenzy of investment institutions lining up to invest fully demonstrates the direct contribution of brand influence to valuation [8].

From the perspective of venture capital institutions, the degree of brand exposure is an important indicator for evaluating the

of start-ups. A study by Investopedia points out that the valuation of start-ups’ intangible assets (including brand value) often uses the cost approach or discounted cash flow analysis, and these valuation methods are highly sensitive to the company’s market visibility [9].

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International trade shows provide enterprises with the opportunity to

. Taking Rokid as an example, its Rokid Style AI Smart Glasses (priced from USD 299) launched at CES 2026 attracted extensive attention from international buyers and investors with its ultra-lightweight 38.5g design and open AI ecosystem [10]. This high-profile debut directly translated into:

• Increased Proactive Inquiries from Investors
  : After brand exposure is enhanced, the rate of proactive outreach from investment institutions increases significantly
• Strengthened Valuation Negotiation Advantages
  : Brand influence can be used as a bargaining chip in financing negotiations
• Accelerated Financing Rounds
  : Brand endorsement shortens the due diligence cycle of investment institutions

In addition to equity financing, brand exposure enhances an enterprise’s indirect financing capabilities through the following channels:

1. Supply Chain Bargaining Power
   : After brand awareness is enhanced, enterprises can obtain more favorable payment terms and prices in cooperation with suppliers
2. Bank Credit Facilities
   : A good brand reputation helps obtain credit loan support from banks
3. Government Subsidy Acquisition
   : Brand influence is an important reference factor for the government to evaluate subsidy applications from innovative enterprises

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As an emerging outdoor media display form, drone light shows have significant differentiated advantages:

Feature Dimension	Performance Analysis
High Focus	A visual focal point in the night sky with extremely strong attention-grabbing capabilities
High Dissemination	A natural traffic entry point in the social media era, with strong user willingness to share spontaneously
Low Interference	Higher acceptance compared to traditional advertising, less likely to arouse audience resentment
Content Carrying Capacity	Can display complex corporate logos, product concepts, and innovative elements

Research by Shanghai Qianji Innovation Culture and Tourism Technology Group shows that drone swarm formation performances fall under the category of the

, and can help urban and corporate brands “break through” by leveraging the high attention and high topic discussion volume of low-altitude digital advertising [11].

According to statistical data from professional trade show marketing research institutions, the average ROI for enterprises participating in international trade shows can reach

, meaning every USD 1 invested yields USD 4 in returns [12]. Combining the special attributes of drone light shows, their investment value is mainly reflected in:

1. One-Time Investment, Multiple Exposures
   : Video materials of drone performances can be repeatedly used in subsequent marketing campaigns
2. Cross-Border Communication Effect
   : Breaks through the geographical limitations of traditional trade shows to achieve global dissemination
3. Brand Tone Enhancement
   : The high-tech display method itself conveys the enterprise’s innovative capabilities

The scale of the 1,200-drone performance at CES 2026 proves that this technology has the basic conditions for

. From a cost-benefit perspective:

• Diminishing Marginal Costs
  : With technological maturity and economies of scale, the cost of a single performance continues to decline
• Strong Scene Expandability
  : Wide range of application scenarios, from urban brand promotion to corporate product launches
• Reduced Technical Threshold
  : Technology output from leading enterprises such as DAMO has lowered the industry entry barrier

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Based on the above analysis, we draw the following core conclusions:

1. Brand exposure has a significant positive impact on corporate valuation
   : High-quality exposure at international trade shows can effectively enhance a company’s market recognition and investor trust, thereby supporting higher valuation levels.
2. Drone light shows are cost-effective marketing innovations
   : As a typical carrier of the sky digital economy, drone light shows have unique advantages in brand communication effects, and are particularly suitable for tech companies to shape an innovative image.
3. Investment institutions’ sensitivity to brand exposure has increased
   : In the current financing environment, brand influence has become an important reference indicator for investment institutions to evaluate a company’s growth potential.

Enterprise Type	Recommended Strategy
Growth-Stage Tech Enterprises	Prioritize top international trade shows such as CES for brand exposure, and match with innovative display methods such as drone light shows to maximize communication effects
Early-Stage Start-Ups	Consider regional trade shows or industry summits to build initial brand awareness at a lower cost
Investment Institutions	Incorporate the quality of brand exposure into the evaluation system of portfolio companies as an important reference for market validation

• Cost Controllability
  : The cost of high-end drone performances is still relatively high, requiring reasonable planning based on the enterprise’s budget
• Effect Attenuation
  : The marginal benefit of a single brand exposure may decline, requiring coordination with continuous marketing strategies
• Technical Risks
  : Drone formation performances involve complex control systems, requiring the selection of mature technical service providers

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[1] ChinaVenture - CES Becomes a Chinese Tech Show

[2] 36Kr - Report on the CES 2026 Drone Light Show

[3] Eastmoney - Research on 36Kr’s Prospectus

[4] TMTPost - Analysis of the Smart Glasses Battle at CES 2026

[5] Shenzhen High-Tech Zone - Investment Research on Cowin Capital

[6] ChinaVenture - Theme Analysis of CES 2026

[7] 36Kr - 2025 IPO Market Analysis

[8] 36Kr - Valuation Analysis of ChangXin Memory Technologies

[9] Investopedia - Startup Valuation Methods

[10] PJTime - Rokid’s New Product Launch at CES 2026

[11] Innovative Cases for High-Quality Development of Shanghai’s Digital Advertising Industry

[12] Cvent - Trade Show ROI Analysis