Deelname aan beurzen in China

If you look at China in these challenging times, participating at an exhibition in China is something you could consider as one of your first priorities.

When entering the Chinese market many European companies start by participating in an exhibition. Trade fairs are indeed a great way to gain exposure in China for your company. You are not only benefiting from brand exposure, but exhibitions are also an excellent way to learn what is happening in your specific industry.

Comprehensive preparation is key to a successful exhibition. This is true for an exhibition anywhere in the world, but it is particularly true in China due to the specific nature of the Chinese market, the language barrier, and cultural differences. It is also known that around 80% of the visitors have limited English proficiency, thus good communication and follow-up is crucial. Understanding the Chinese market, culture and traditions and seizing your target customers’ expectations can make a massive difference between foreign companies being successful in China or not.

There are good reasons to consider participating in trade fairs in 2023 and in the following years:

• In China it is again business as usual. Exhibitions are being held in China and it is possible to travel and do business within China without restrictions. In 2022 a lot of exhibitions in China were cancelled or postponed but starting from beginning 2023 most exhibitions were held.
• Brand exposure. It is a good chance for having exposure of your company’s brand and attract attention from potential Chinese customers and partners.
• China business development remains important. Studies have shown that many companies continue to consider China as one of their most important and fastest growing export markets. Companies active in the international market cannot ignore China.

Here are 5 options for European SMEs to participate at exhibitions in China:

1. Through your China office

This is the easiest and most straightforward solution. If you have your own Chinese office and colleagues on the ground in China, you can ask your colleagues to attend the exhibition on your behalf.

2. With your China agent or distributor

If you already have a Chinese agent or distributor, you can ask your Chinese partner to represent your company at the trade fair. They know the market, they have the experience and Chinese-speaking staff and know how to follow up after the exhibition. However, there are possible risks to this approach. You need to make sure to have solid contractual arrangements with your Chinese partner and ensure that they know your products well enough. Furthermore, protection of your intellectual properties and information sharing can be a challenge.

3. Working with a third-party service provider

This is probably the most effective approach, as you will have more control over your exhibition strategy. The service provider has Chinese-speaking staff who can represent your company on the exhibition. Horsten International can offer this added value. We have a lot of experience in helping foreign companies participating at exhibitions in China and have cost-effective solutions to offer. Contact us for more information about our service package before, during and after the exhibition.

4. Working with government agencies or chambers of commerce

Many government agencies or chambers of commerce have representatives in China and offer tailor-made solutions to European SMEs. Unfortunately, this service is often limited to a sample booth without representation. Or if there is representation, often students are engaged, resulting in limited success. Furthermore, it will be challenging to do efficient follow-up from a distance.

5. Travel to China and participate in trade fairs yourself

It offers you the possibility to meet face-to-face with potential customers. Although it is interesting, the challenge remains in communicating efficiently with the potential Chinese counterpart. Horsten International can assist you during your China trip.

Once the exhibition is over, it is important that you follow up properly and make full use of the connections you have made during the fair. In that case, Horsten International’s project manager in China could not only be the one to help you in your negotiation and communication with potential customers at the booth itself, but the same project manager can also be appointed to help you with the follow-up afterwards. In our experience, to be successful in China, we believe that it is important to always have someone with feet on the ground in China and able to communicate in Chinese with all customers and in the Chinese time zone.

To conclude, there are several good reasons and solutions to participate in exhibitions in China. You shouldn’t expect any miracles but, if you take the China market seriously, not being present at trade fairs in China is not an option.

Horsten International has many years of experience in doing business in China and is regularly helping foreign brands during exhibitions in China and – if required – also for the follow-up after the exhibition. Contact us in case you have any plans to participate in an exhibition in China and find some case studies on our website.