At the time, the client was unknown in China and needed to build awareness quickly. To assess the best market-entry strategy, we met with representatives of Big Four firms. Based on Deloitte’s recommendation, the company decided to participate in the China International Import Expo (CIIE).

Starting Point: The holding company had no recognition in China; awareness needed to be created before the event; and only three months remained even though applications normally had to be filed around a year in advance.

Outcome: Participation was secured on an accelerated timeline; a major media campaign significantly increased brand awareness; and after the exhibition the client opened an office in China and built a substantial network of contacts among owners and senior leaders of major Chinese companies.

My name is Ivan Melnikov, founder of Asia Business Hub. I have lived and worked in China since 2005. ABH helps companies source equipment and raw materials from China and execute complex technical and industrial projects with Chinese manufacturers, providing hands-on support throughout the entire process.

About CIIE
CIIE is a nationally significant event in China and is overseen at the highest government level. A dedicated bureau operating at Ministry of Commerce level was created to manage the event, drawing on teams with experience from the 2010 Shanghai World Expo and the Ministry of Commerce in Beijing.

Although participation required substantial financial and operational resources, the commercial and reputational value outweighed the cost. We participated in CIIE in 2019, 2020 and 2021, increasing the scale and quality of the stands, interviews and media coverage each year. By managing stand preparation directly in 2020 and 2021, we reduced stand-production costs by approximately 2.5 times.

CIIE gave the client access to a level of contacts that differs materially from conventional industry exhibitions: leading Chinese and international companies, representatives of multiple provinces and senior executives invited through the Ministry of Commerce ecosystem.

Участие в выставках является необходимым шагом для выхода на китайский рынок. В частности, Китайское Импортное ЭКСПО предоставляет возможность участвовать не только крупным корпорациям, но и малому бизнесу.
Для малых предприятий это может означать присоединение к национальным стендам, что, возможно, привлечет меньше внимания, но все же станет отличным началом. Такой подход позволяет малому бизнесу заявить о себе и начать формировать необходимые деловые связи в Китае.

Who Should Participate: Trade fairs are an important market-entry channel in China. CIIE can be relevant not only for large corporations but also for smaller businesses, which may participate through national or collective stands. For participation at the level described in this case, however, a company should generally be at least mid-sized.

Which Exhibitions to Consider: In addition to CIIE, companies should participate in specialized industry exhibitions. These events are valuable for sector-specific networking, market intelligence and business development.

Before the Exhibition: Run PR in advance; professionally localize the presentation for Chinese audiences rather than simply translating it; create a Chinese-language website and WeChat presence; and design memorable content and stand features that will give visitors a reason to engage.

During the Exhibition: Be proactive but not overly aggressive. Speak with as many relevant visitors as possible and collect contacts even when their immediate value is not obvious - many become useful later.

Stand Team: A majority of stand staff should be Chinese-speaking. Relying on English alone will significantly reduce effectiveness.