How to Promote Your Business in China Exhibits and Trade Fairs

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If you’re planning to promote your services in China via exhibits and trade shows, one of the vital things you should consider is the professional translation of your documents and marketing collaterals.

Events such as the Canton Fair, one of the most popular fairs among importers and exporters, and some shows sponsored by the private companies and government, can provide the exposure you need in the Mainland.

Depending on which place or megacity you want to start, there should be a team in-charged for the groundwork and logistics.

These kinds of events allow you to meet different types of audience – from suppliers to direct sellers, press, and among others – an excellent way to connect and build your network when doing business in China.

Below is a checklist to make sure you’re covering all the bases:

  1. Funding Opportunities

While there’s nothing wrong in bootstrapping (funding it from your money) your very own trade fair in China, you can apply for funding programs and grants that will lessen the costs and provide support.

The U.S. government has the U.S. Small Business Administration to assist companies on international trade and provide financial support; the U.K government has Tradeshow Access Programme that provides funding for eligible companies; the Canadian government also offers funding programs to help entrepreneurs take their business to the next level.

  1. Identify the city

China is a big country that is equivalent to five time zones. Moreover, for overseas entrepreneurs, there are a lot of trade shows, exhibits, and fairs in megacities such as Beijing, Shanghai, Guangzhou, and Shenzhen. If you’re going to fund your event, it’s best to conduct research which city matches your sector for more exposure and connections.

Guangzhou, for example, is known for import and export with many small to medium-sized exhibits all year round, aside from the Canton Fair every spring and autumn. You can check some of the exhibitions and events here.


  1. Consider the budget

Whether you’ll be funded by the government or have financial support or get it from your pocket, a reasonable budget should be prepared and considered. Once you’ve done your research, you would need to know the fees on space, the marketing materials, logistics cost, travel and more.

One of the most critical allotted budgets of most trade show attendees are the promotional materials – such as the brochures, flyers, displays, fees for the interpreters for groundwork, aside from the operational costs for the team – the travel budget and more.

  1. A solid marketing plan

Marketing usually takes a huge chunk from your budget for effective execution and implementation. Aside from the pre-arranged printed marketing collaterals, you may also want to include a pre-show marketing strategy, to let your clients know that you’re attending the show.

Usually, this goes for a promotional video that’s localized in Chinese. You may want to use your story and also slideshows – your marketing materials should be targeted and specific – from banners to leaflets and business cards, goodie bags and more.

At Limpid, we have been assisting companies for almost a decade in exhibitions and other materials. Know more about our services.