How to organize a client's participation in China's largest exhibition on a turnkey basis: the most important aspects
How to organize a client's participation in China's largest exhibition on a turnkey basis: the most important nuances
At the time, the company was not well-known in China, so we had the task of raising brand awareness.
To analyze the current situation and determine the most effective strategy for entering the Chinese market, we held meetings with representatives of the Big Four companies. On Deloitte's recommendation, we decided to take part in the China International Import Expo.
At the time, the company was not well-known in China, so we had the task of raising brand awareness.
To analyze the current situation and determine the most effective strategy for entering the Chinese market, we held meetings with representatives of the Big Four companies. On Deloitte's recommendation, we decided to take part in the China International Import Expo.
Objective: turnkey organization of participation in the exhibition to ensure successful entry into the Chinese market.
📍Point А:
- At the time of the application, the client's holding was unknown in the Chinese market. In order to increase its recognizability and successfully enter the Chinese market, a decision was made to participate in the China International Import Expo.
- It was necessary to attract attention to the company even before the exhibition.
- The application for participation had to be submitted a year in advance, and with only three months left before the exhibition, the task became particularly difficult.
📍Point B:
- The client's participation in the exhibition was successfully organized in the shortest possible time.
- A large-scale PR-campaign was conducted in the leading Chinese media, which significantly increased brand recognition.
- As a result of the exhibition, an office was opened in China and an extensive pool of contacts was formed among the owners of large Chinese companies.
But first, let's get to know each other
My name is Ivan Melnikov, I am the owner of Asia Business Hub and I have been living in China since 2005. My company helps entrepreneurs with the procurement of equipment and raw materials from China, as well as with the realization of complex technical projects with the participation of Chinese manufacturers with full support at every stage.
Ivan Melnikov
entrepreneur, owner of Asia Business Hub
- Speaks Chinese without an accent
- Understands the mentality of Chinese business owners and know how to negotiate a discount and conclude a long-term contract
- Helps to organize PR in China and establish relations with the Chinese government
How we did it:
To complete the picture, I will tell you a little about the exhibition itself.
The China Import Expo is supervised by the President of the People's Republic of China himself, and a whole Bureau at the level of the Ministry of Commerce was created to organize the event. The Bureau consisted of two teams: one was in charge of the World Expo in Shanghai in 2010, and the second was in the Ministry of Commerce in Beijing.
The China Import Expo is supervised by the President of the People's Republic of China himself, and a whole Bureau at the level of the Ministry of Commerce was created to organize the event. The Bureau consisted of two teams: one was in charge of the World Expo in Shanghai in 2010, and the second was in the Ministry of Commerce in Beijing.
It should be noted that a unique feature of China Import Expo is to provide participants with various bonuses and access to private events not only during the exhibition, but also for a whole year after its completion.
1
Stage. Booking a stand
At the time we found out about the exhibition, it was only three months away, whereas the application had to be made a year before the event. It would seem that the situation was hopeless. However, using my business connections, I managed to establish contact with the Deputy Head of the Bureau.
During the meeting, I presented our project, which impressed him. Fortunately, one of the companies refused to participate in the exhibition and the Deputy Head offered us their stand, even though there was a waiting list. We, of course, accepted the offer.
At the time we found out about the exhibition, it was only three months away, whereas the application had to be made a year before the event. It would seem that the situation was hopeless. However, using my business connections, I managed to establish contact with the Deputy Head of the Bureau.
During the meeting, I presented our project, which impressed him. Fortunately, one of the companies refused to participate in the exhibition and the Deputy Head offered us their stand, even though there was a waiting list. We, of course, accepted the offer.
2
Stage. PR campaign
Given that no one in China knew about the client's company yet, it was decided to maximize the brand's visibility before the show.
I made contact with the Shanghai Media Group (SMG), with whom I had an established relationship, and agreed to produce a documentary about the client's company in Tel Aviv. During three days, interviews with the company's management and a presentation of the holding company's activities were filmed. The aim was to demonstrate the full potential of the company and to arouse the interest of the Chinese audience before the EXPO.
Given that no one in China knew about the client's company yet, it was decided to maximize the brand's visibility before the show.
I made contact with the Shanghai Media Group (SMG), with whom I had an established relationship, and agreed to produce a documentary about the client's company in Tel Aviv. During three days, interviews with the company's management and a presentation of the holding company's activities were filmed. The aim was to demonstrate the full potential of the company and to arouse the interest of the Chinese audience before the EXPO.
Recommendation: I would advise you to contact the media department of the exhibition itself for contacts of journalists who will be present there. This will provide an opportunity to give interviews or provide comments. It is important to prepare in advance materials and key messages that may be of interest to the media.
3
Stage. Security clearance
Given the high national importance of the exhibition to China, access to the exhibition is strictly regulated. In the run-up to the event, we collected the data of all exhibitors and guests from our side (more than 100 people). This data was passed to security and individual passes were produced for each exhibitor.
Given the high national importance of the exhibition to China, access to the exhibition is strictly regulated. In the run-up to the event, we collected the data of all exhibitors and guests from our side (more than 100 people). This data was passed to security and individual passes were produced for each exhibitor.
4
Stage. Preparation for the exhibition itself
We were allocated 60 square meters for the booth and I personally supervised its construction. It was important to prepare all printed materials, water, snacks and other necessary resources in advance. It was also necessary to coordinate with the security service to allow all these materials into the exhibition area. It is important to mention that this was only one of the three upcoming exhibitions, so you should realize that further preparations were more extensive.
We were allocated 60 square meters for the booth and I personally supervised its construction. It was important to prepare all printed materials, water, snacks and other necessary resources in advance. It was also necessary to coordinate with the security service to allow all these materials into the exhibition area. It is important to mention that this was only one of the three upcoming exhibitions, so you should realize that further preparations were more extensive.
Important point: We carefully adapted the entire company presentation for the Chinese market, taking into account the peculiarities of information perception by the Chinese audience. The layout of materials and photos were changed to more familiar ones for Chinese consumers. We also wrote a story about the investor and the holding company, completely revamping the textual presentation of the materials to meet the expectations of the local audience.
What's the result
Despite the significant financial and resource costs of participating in the exhibition, the benefits far outweigh the costs. We have participated in EXPO three times already, increasing the scale of our presence each year.
We have created a real PR series by exhibiting in 2019, 2020 and 2021, improving the quality of stands, interviews and media coverage each time. In 2020 and 2021, I personally managed the preparation of the stands, which reduced the cost of their preparation by 2.5 times.
We have created a real PR series by exhibiting in 2019, 2020 and 2021, improving the quality of stands, interviews and media coverage each time. In 2020 and 2021, I personally managed the preparation of the stands, which reduced the cost of their preparation by 2.5 times.
Participation in the China International Import Expo was an important step towards entering the Chinese market. The uniqueness of this exhibition lies in the high level of contacts that can be established:
- Leading Chinese and international companies participate in the EXPO.
- The exhibition provides an opportunity to interact with representatives from different provinces and top company executives from these regions, invited by the Chinese Ministry of Commerce.
Participation in the China Import Expo allows you to gather a pool of contacts and projects for the whole year ahead. This is especially important for companies that are just starting to enter the Chinese market, as this event is widely covered in the media. Thus, participation in the exhibition provides significant opportunities to establish valuable business relationships and promote business in China.
Participation in the exhibition provided several advantages at once:
1. We gathered a pool of contacts for business development for a year in advance
2. the whole of China learned about the company thanks to our PR in the media
3. We did a great job of boosting the company's image and brand.
4. We received unique conditions for office location and company registration
5. We laid the foundation for the realization of a large investment project and obtaining bank financing
6. Received a whole pool of preferences from the government of Shanghai and regions realizing the project in China.
2. the whole of China learned about the company thanks to our PR in the media
3. We did a great job of boosting the company's image and brand.
4. We received unique conditions for office location and company registration
5. We laid the foundation for the realization of a large investment project and obtaining bank financing
6. Received a whole pool of preferences from the government of Shanghai and regions realizing the project in China.
Based on the experience of organizing three booths at the China International Import Expo, I can confidently say: if you have successfully organized an exhibition in Shanghai, you can organize an exhibition anywhere in the world.
Important nuances for entering the Chinese market through exhibitions
Participation in exhibitions is a necessary step to enter the Chinese market. In particular, the China Import Expo provides an opportunity for not only large corporations but also small businesses to participate.
For small businesses, this may mean joining the national booths, which may attract less attention, but is still a great start. This approach allows small businesses to make a name for themselves and begin to form the necessary business connections in China.
For small businesses, this may mean joining the national booths, which may attract less attention, but is still a great start. This approach allows small businesses to make a name for themselves and begin to form the necessary business connections in China.
Requirements to the client for organizing an exhibition
To successfully organize participation in an exhibition, first of all, it is necessary to objectively assess the scale of your business. To participate at the level described in our case study, a company should be at least a medium-sized business. Small businesses can also participate, but usually as part of common stands (e.g. stands of their own country).
All other details and requirements are discussed individually, taking into account the specifics of the business and the goals of participation in the exhibition
Which exhibitions are worth participating in
In addition to participating in the China International Import Expo, I strongly recommend participating in industry-specific industrial exhibitions. These events provide additional opportunities to make valuable business connections, explore the market and promote your business in specialized sectors.
All other details and requirements are discussed individually, taking into account the specifics of the business and the goals of participation in the exhibition
Which exhibitions are worth participating in
In addition to participating in the China International Import Expo, I strongly recommend participating in industry-specific industrial exhibitions. These events provide additional opportunities to make valuable business connections, explore the market and promote your business in specialized sectors.
Preparation and actions at the exhibition to achieve the best results
- Before the trade show:
- Conduct a PR campaign before the trade show to capture the attention of consumers. Details can be found in the relevant article.
- Professionally adapt your presentation to the Chinese market, taking into account the peculiarities of information perception by the Chinese audience. This is not just a translation, but a complete reworking of the material. It is recommended to hire a Chinese copywriter or contact me for a professional presentation of your company in China.
- Create a Chinese version of your website and sign up for WeChat, as the Chinese audience will not visit foreign websites or search for you on Western social networks they don't use.
- Develop an interesting presentation and unique features of your booth that will be memorable for visitors.
At the trade show:
At a trade show, it is important to actively interact with exhibitors and visitors. Don't be shy, but don't be overly pushy either. Network as much as possible and be sure to gather contacts, even if they don't seem important to you at the moment. These contacts may prove valuable for future business opportunities.
At a trade show, it is important to actively interact with exhibitors and visitors. Don't be shy, but don't be overly pushy either. Network as much as possible and be sure to gather contacts, even if they don't seem important to you at the moment. These contacts may prove valuable for future business opportunities.
Composition of personnel at the booth:
For successful participation in the exhibition, most of the staff at the booth should be Chinese-speaking. There is no need to bring staff from Russia or other countries, as English will not be effective here.
Although this may seem like a daunting task, with experience and established connections, all these problems are solvable.
For successful participation in the exhibition, most of the staff at the booth should be Chinese-speaking. There is no need to bring staff from Russia or other countries, as English will not be effective here.
Although this may seem like a daunting task, with experience and established connections, all these problems are solvable.
And if you want to build a business with China or get a ready-made solution for entering the Chinese market, start with a free consultation at my company.
At an online meeting, we will go over all the nuances and steps specifically for your project.
At an online meeting, we will go over all the nuances and steps specifically for your project.
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