Trade Fairs in China? They’re Back—Here’s How to Get the Most Out of Them!

Participating in industry trade fairs has always been a key step for foreign companies looking to break into new markets.

In China especially, customers are unlikely to buy your products without seeing and touching them. Unless you have a showroom in China (yours or your distributor’s), trade fairs are your only chance to showcase your products.

Plus, meeting potential customers, competitors, and industry players at the fair gives you valuable market insights.

From 2020 to 2022, the pandemic led to many fairs in China being canceled or postponed.

But once restrictions were lifted, Chinese enthusiasm for attending trade fairs quickly returned.

To fully seize the post-COVID opportunities, you need to prepare carefully.

How?

Here’s how:

1. Choose the right fair to attend.Get objective advice from institutions like the ICE, the Italian Chamber of Commerce in China, specialized consultants, or companies that have already participated.
2. If possible, visti the fairas an attendee before signing up as an exhibitor.
3. Difine clear objectives for attending the fair and how you’ll measure your success.
4. Run a promotional campaign to attract your ideal prospects to your booth. Contact trade associations in China for mailing lists of potential leads.
5. Prepare informational materials in Chinese about your company and products, as well as bilingual business cards (English and Chinese on each side) for your booth staff.
6. Make sure to send people with decision-making authority,ideally the business owner. Your counterparts will gauge your commitment based on who attends—and you’ll be able to make quick decisions when needed.
7. Plan to gather intel:visit competitor booths systematically, and attend the best events and conferences held during the fair.
8. Lastly, prepare follow-up materials in advance so you can act quickly with promising contacts—showing your professionalism and efficiency.

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