For European small and medium-sized enterprises aiming to enter or expand in the Chinese market, trade fairs can be an effective way to connect with potential partners and showcase their products. However, attending a trade show without a clear plan rarely leads to significant benefits. Success depends on setting objectives, selecting the right fairs, and preparing with care.
Exhibitors select and participate in trade fairs for different reasons, such as brand visibility or long-term positioning. Choosing appropriate trade fairs for each industry and business goal is a fundamental step that deserves detailed analysis.
This report provides European SMEs with a comprehensive and practical overview of how to prepare effectively and make the most of their participation in Chinese trade fairs.
Developing an Effective Trade Fair Strategy
This 2025 guide offers practical advice for EU SMEs on defining clear goals and designing their participation strategy. It explains how to select the most appropriate trade fair based on sector relevance, scale, and audience profile.
It further outlines good practices before, during, and after participation, from booth preparation and marketing materials to follow-up communications and lead management.
Intellectual Property Protection at Trade Fairs
Intellectual property protection remains a key concern for exhibitors at trade shows. The third chapter focuses exclusively on IP protection in China, outlining how trade fairs can expose participants to intellectual property risks and how SMEs can act to protect their IP effectively.
In this chapter, our fellow EU-funded project the China IP SME Helpdesk summarises China’s IP protection framework, highlights common issues faced by SMEs, and provides concrete guidance on safeguarding trademarks, patents, and designs. It also includes three practical case studies from EU companies addressing IP challenges.
Key Trade Fairs Across China
The final chapter of the report lists major trade fairs across China that are most relevant for EU SMEs. It is divided in three parts: general and cross-sector fairs, industry-specific fairs, and trade fairs for the food and beverage sector. Do you have a question about your participation in a trade fair in China? You can ask our experts for advice.
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