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For European SMEs without local resources operating on the ground in the Chinese market, participating in trade fairs in China remains an effective approach to meet potential business partners. However, without full preparation and a tailored strategy, taking part in a trade fair is unlikely to bring significant benefits to exhibitors in the short term. Besides, exhibitors choose to participate in trade fairs for different reasons, including marketing and branding strategies. Even selecting which trade fair to attend is a key decision that requires careful analysis and evaluation.
Our report aims to provide EU SMEs with a comprehensive and practical overview, updated for 2024, of how they can get ready and maximise the potential benefits of participating in Chinese trade fairs.
The first chapter of the report provides an overview of China’s exhibition industry, especially its evolution since it was severely impacted by the pandemic, as well as the main actors involved. A notable difference between China and the EU is the higher concentration of government actors among the midstream sector. We also provide statistics on the number, sectors and locations of China’s trade fairs.
The second chapter shares practical guidance for EU SMEs on how to define goals and devise a strategy tailored for a specific trade fair. It also offers a series of tips for identifying the Chinese trade fair most adapted to their goals, based on the different characteristics of each fair. Finally, we include a series of good practices to follow before, during, and after taking part in a trade fair, as well as concrete examples from European SMEs.
The third chapter also provides practical guidance for EU SMEs, but it does so exclusively from the perspective of intellectual property. It is a fact that trade fairs expose exhibitors to competitors and even entities with potentially malicious intent. This chapter, therefore, gives an overview of the main principles of China’s IP protection system, common issues faced by EU SMEs, as well as good practices for IP protection to follow before, during, and after a trade fair.
Finally, the fourth chapter lists major trade fairs in China that are relevant for and popular among EU SMEs, in different sectors and locations.
All in all, trade fairs are a useful platform. However, they can only be one component of a broader China market entry strategy in the medium and long term. Assessing the value of participating in trade fairs on short-term economic indicators, without considering their contribution to branding and visibility, is not a suitable approach.
1. Introduction: China’s convention and exhibition industry
1.1 Chinese trade fairs: main actors, sectors and regions
2. Get ready for the show
2.1 Define clear goals and a tailored strategy
2.2 Selecting the right trade fair
2.3 Good practices
2.4 Examples from EU SMEs
3. Secure your intellectual property rights
3.1 Main principles and considerations of IP protection in China
3.2 Common issues faced by EU SMEs at trade fairs
3.3 Good practices
3.4 Examples from EU SMEs
4. List of relevant Chinese trade fairs for EU SMEs
Watch our interviews from the 2023 Hainan Expo and hear perspectives from a range of actors, including European SMEs taking part for the first time in a trade fair in China. Fair organisers, representatives of chambers of commerce and trade promotion organisations, as well as company representatives explain why trade fairs matter and how SMEs stand to benefit from them.
