Trade fairs and business events in China are much more than just product shows. They are among the most effective levers for gaining market access, establishing business contacts and raising brand awareness.
In a market environment characterised by fierce competition, regional fragmentation and cultural peculiarities, they offer companies concrete, personal access to the market.
Whether you are a newcomer to the market or an established provider, if you want to be successful in China, you need one thing above all else: to build trust. And that is exactly what happens where real encounters are possible – at trade fairs.
The following article shows the role trade fairs play in the Chinese B2B context, what companies should bear in mind when planning, and how digital developments, such as hybrid event formats and WeChat integration, can strategically enhance a trade fair presence.
The Chinese market cannot be tapped with a localised website or translated product brochures alone. The first credible, tangible impression is crucial, and well-chosen trade fairs are the perfect way to make this happen.
China's leading trade fairs bring together thousands of decision-makers, from regional distributors and buyers to innovation scouts and government representatives. This is where the first conversations take place, where people see and are seen, and where trust can be built. For many international companies, exhibiting at a trade fair is their first real access to the market and often the starting point for long-term business relationships.
The figures underline this relevance: the Canton Fair in spring 2024 attracted over 1.35 million visitors, including almost 290,000 international buyers, a new record. 171,750 of these were first-time visitors establishing contacts in China for the first time. The order volume amounted to an impressive 25.44 billion US dollars, a growth of 3% compared to the previous year.
China's trade fair landscape is also highly active in terms of the overall economy: 3,844 trade fairs with over 155 million square metres of exhibition space took place across the country in 2024, an increase of around 10% compared to 2023.
In a business culture where personal presence, face-to-face communication and social validation play a central role, a professionally designed exhibition stand often has a greater impact than any digital campaign.
What counts is not just the product, but the way it is presented: with a clear message, local contacts, real-time responsiveness and a feel for cultural nuances.
In addition to visibility and business development, trade fairs in China fulfil another key function: they are an effective tool for gathering information directly from the market, unfiltered and in real time.
Those who exhibit or visit specific events gain immediate insights into:
This type of information advantage can be crucial, especially in dynamic industries such as tech, medtech, green energy or industrial automation.
Product and sales strategies can thus be adapted at an early stage before changes in the market become real risks.
Many companies therefore use trade fairs not only for presentation purposes, but also for targeted observation: Which new suppliers are appearing? Which topics dominate? What signals are customers sending with their interest or lack thereof?
China is one of the global pioneers when it comes to the digital advancement of traditional trade fair formats. Many leading events now rely on hybrid concepts that combine face-to-face meetings with digital technologies, thereby significantly increasing reach, efficiency and target group accuracy.
Common formats include virtual showrooms, live stream presentations, interactive QR codes and AI-based matchmaking. This allows targeted contacts to be made with interested parties before the trade fair even begins, segmented according to industry, purchasing behaviour or geographical focus. During the trade fair, these contacts can be deepened and seamlessly continued afterwards with digital support.
At the heart of this is WeChat, the dominant business platform in China. Mini-programmes can be used to book appointments, share digital brochures, capture leads and even close deals. Traditional business cards are replaced by QR codes, and meeting notes are transferred directly to CRM systems. This enables smooth, media-break-free lead management, from initial contact to contract conclusion.
For international exhibitors, this change is both an opportunity and a challenge. On the one hand, digitalisation opens up opportunities to participate even with travel restrictions or limited budgets. On the other hand, it requires a deep understanding of Chinese tools, behaviours and expectations.
Companies that actively consider hybrid trade fair formats not only reach more potential customers, they also leave a lasting professional impression.
Whether you need a WeChat mini programme, QR-based lead capture or targeted event communication, our local experts in China will help you optimise your presence both technically and culturally. Benefit from local market knowledge and digital implementation expertise. Talk to us, we will accompany you from planning to follow-up.
Trade fairs in China are not only platforms for visibility and exchange, they are above all places where concrete business relationships are formed. Compared to many Western markets, B2B sales processes in China often proceed more quickly, provided that the personal impression is right and trust has been established.
On-site presentations, live demos, product tests and intensive discussions at the stand enable potential customers to directly assess the offer and the provider. Many decisions are not made after weeks of consultation, but already at or shortly after the trade fair, especially if the offer, relevance and communication are convincing.
Personal discussions play a decisive role, especially in industries with products that require explanation, such as industry, medtech or mechanical engineering. Here, technical questions can be clarified in real time, application scenarios discussed and possible adjustments addressed directly.
Digitally supported formats, such as WeChat-based lead management, real-time messaging or automated follow-up sequences, also help to turn contacts into qualified leads and conversations into concrete business deals.
Trade fairs thus serve to shorten the B2B sales cycle:
What often takes weeks online can be reduced to a few days through trade fair contacts, provided that follow-up, sales and technical support are professionally organised.
A convincing trade fair appearance in China does not begin with the first visit to the stand, but months before. Those who plan their goals, location, team and communication well in advance not only increase their chances of generating good leads, but also of achieving a lasting market impact.
For small and medium-sized enterprises, the Foreign Trade Fair Programme (AMP) of the Federal Ministry of Economics offers the opportunity to participate in German joint stands at a low cost, including logistics support and visibility under the ‘Made in Germany’ brand.
Trade fairs and business events in China are much more than mere product presentations; they are strategic hubs for building trust, gaining market access and initiating business deals. A well-planned presence at a leading trade fair such as the Canton Fair or a specialised event creates visibility among decision-makers, demonstrates professionalism and lays the foundation for long-term partnerships.
At the same time, trade fairs provide unbeatable market insights: they reveal which innovations competitors are driving forward, how customer preferences are developing and which regional or regulatory peculiarities need to be taken into account. Companies that systematically use this intelligence can adapt their product and sales strategies at an early stage and thus secure competitive advantages.
In short: in China, every pound you invest in a professional, culturally sensitive and digitally supported trade fair presence pays off many times over. Trade fairs are not a ‘nice-to-have’, but essential milestones on the road to sustainable market success.
Whether you are making your first appearance or expanding your presence, we support you in implementing trade fair appearances in China in a strategic, locally adapted and digitally integrated manner.
With local experts, WeChat expertise and experience in the Chinese market, we accompany you from planning to follow-up.