How to prepare for a trade fair in China: a practical guide for companies and export managers

Participating in a trade fair in China represents a unique opportunity to connect with one of the most dynamic and competitive markets in the world. However, in order to achieve concrete results and build valuable relationships, it is essential to be well prepared. Beyond logistical and organizational aspects, it is crucial to understand cultural differences, the local rules of the game, and to study the best strategies to showcase your company effectively.

In this article, we explore the key elements to consider before, during, and after participating in a trade fair in China, in order to turn this experience into a true investment for the future.

Summary:

• Clear and precise goals

• Preparation before the fair

• Apps and digital tools for a trade fair in China

• Strategies during the trade fair: how to attract visitors and contacts

• How to conduct an effective follow-up after a trade fair in China

  
  

Clear and precise goals

Attending a trade fair in China offers a unique chance to connect with one of the most vibrant and competitive markets worldwide. But traveling across the globe without well-defined SMART goals is like setting sail without a compass.

Trade fairs have once again become a key strategic event for companies looking to export, offering unique opportunities to find new clients, establish local business partnerships, assess competitors and market trends, or increase brand visibility.

However, each objective requires a different approach — from preparing promotional materials and selecting the right team members to studying and understanding the cultural and business etiquette of the country being visited.

Setting clear goals allows for better time management, the ability to measure results afterward, and the flexibility to adjust strategies effectively on the ground.

Preparation before the fair

As in every aspect of business life, thorough preparation is the key to maximizing results.

Prepare promotional materials in Chinese well in advance, including catalogs, brochures, and business cards, keeping in mind that a literal translation is not enough — it is essential to present and convey your business in a culturally appropriate way.

Research the expected exhibitors and visitors, identify strategic contacts in advance, and schedule any meetings.

Take care of logistics: check deadlines for registration, shipping of materials, and booth setup.

Planning every detail will allow you to focus on engaging with visitors once at the trade fair.

The language issue: how many Chinese people speak English?

One of the main challenges for foreign companies at trade fairs is language. Although English is increasingly common among young people and in major urban centers, its proficiency among Chinese professionals can vary.

At trade fairs, especially outside metropolises like Shanghai or Beijing, many visitors, and even some exhibitors, may have limited English skills. For this reason, it is advisable to have materials translated into Chinese and, if possible, to have bilingual staff at your booth.

Our Italian-Chinese team combines language skills with business acumen: not just interpreters, but true partners at the trade fair, able to engage with visitors and assist you with organizational tasks.

Remember that showing respect for the local language and culture is nowadays a highly valued sign of cultural awareness.

Prepare promotional material in Chinese

At a trade fair in China, your promotional materials serve as your cultural, not just commercial, business card. Translating brochures, catalogs, business cards, and technical sheets into Chinese is essential to convey professionalism and respect.

Automatic translation is not enough: rely on a native speaker or a specialized agency to ensure clarity, appropriate tone, and terminological accuracy. Including a QR code (widely used in China) linking to digital materials or your Chinese website can further enhance impact and facilitate follow-up after the trade fair.

Cultural adaptation: ensure that the promotional material is culturally appropriate and respects local sensitivities

Beyond literal translation, it is essential that promotional materials are culturally appropriate. Colors, images, symbols, and even the tone of communication can carry different meanings in China compared to the West.

For example, red is often associated with luck, while white can be linked to mourning.

Avoid political, religious, or humorous references that could be misunderstood — an epic fail is always just around the corner!

Demonstrating cultural sensitivity not only helps prevent embarrassing mistakes but can also significantly enhance your brand’s perception among Chinese visitors.

Why having a Chinese colleague at the booth is strategic

Having a Chinese team member at your booth can make a significant difference. This type of support helps overcome language and cultural barriers, facilitates dialogue with local visitors, and fosters trust. They could be a professional interpreter, a business partner, or a temporary local collaborator.

The presence of a native speaker demonstrates attentiveness to the Chinese market and increases the chances of establishing stronger and smoother business relationships.

Apps and digital tools for a trade fair in China

Essential apps: WeChat, Alipay, Baidu Maps

In China, certain apps are essential for getting around, communicating, and making payments.

WeChat is not just a messaging app. It serves as a digital business card, a social network, and a platform for exchanging professional contacts.

Alipay (together with WeChat Pay) is indispensable for making payments, even for small expenses at trade fairs, where cash is now rarely used.

Baidu Maps is the local alternative to Google Maps, which does not work properly in China, and is useful for navigating between hotels, restaurants, and exhibition centers. Familiarizing yourself with these apps before departure can greatly simplify your experience on-site.

VPN: is it really necessary?

Yes, a VPN is highly recommended if you plan to access Western services such as Google, Gmail, WhatsApp, Instagram, Facebook, or even some news sites. Many of these tools are blocked in China by the so-called “Great Firewall.”

A VPN allows you to bypass these restrictions safely and use your usual apps and platforms normally. However, it is important to install and activate the VPN before arriving in China, as many providers’ official websites are blocked once you are on Chinese territory.

Choose a reliable, paid service: free VPNs often do not work or are unstable.

Is the website visible on Baidu?

When participating in a trade fair in China, it is essential to ask whether your website is actually accessible and well-indexed on Baidu, the country’s dominant search engine.

Google is blocked in China, and Baidu operates with different SEO rules: it favors content in Chinese, websites hosted on local or at least Asian servers, and penalizes slow sites or those relying on external resources inaccessible from China.

Ensuring that your website loads quickly in China, has at least a localized landing page in Chinese, and includes meta tags optimized for Baidu can make the difference between being found by Chinese visitors or remaining completely invisible. If possible, relying on SEO experts is an investment that pays off significantly.

Strategies during the trade fair: how to attract visitors and contacts

How to attract visitors to the booth

At a trade fair in China, standing out is essential. A well-designed booth, clean yet impactful, is the first step. Offering promotional materials in Chinese, useful gadgets, or free samples can spark curiosity and encourage visitors to stop by. Even short practical demonstrations or engaging videos help generate interest.

Finally, having friendly staff and, if possible, bilingual contributes to creating a positive experience and establishing an effective first contact.

In a crowded environment, being visible, clear, and culturally sensitive makes all the difference.

Contact management (CRM, lead forms)

Collecting contacts is only the first step; the real difference lies in how you manage them.

It is useful to prepare digital or paper lead forms in advance to record visitors’ essential information (name, company, role, specific interests).

Alternatively, many exhibitors in China use QR codes linked to online forms or WeChat pages to facilitate interaction.

After the trade fair, it is crucial to immediately import the data into a CRM to organize timely and personalized follow-ups. A contact left “cooling off” for too long risks being lost amidst the competition.

Informal networking (dinners, cocktails, evening events)

In China, many business relationships are strengthened outside the official trade fair spaces. Attending dinners, evening events, or informal invitations is often a crucial part of networking. These moments provide opportunities to build trust, get to know potential partners better, and understand cultural dynamics in a more relaxed setting.

It is important to be approachable, respectful of local customs (such as toasting with baijiu), and attentive to body language. Even if business is not discussed directly, these meetings often pave the way for future collaborations.

With extensive experience in China working with the most strategic sectors for Made in Italy, we support companies and entrepreneurs in their journey toward international growth. In May 2025, we were present at ITB China in Shanghai, the leading B2B trade fair dedicated to Chinese outbound tourism, supporting, among others, DMO DOLOMITI BELLUNESI.

How to conduct an effective follow-up after a trade fair in China

Timing and methods of follow-up

Follow-up after the trade fair is crucial to turn collected contacts into concrete opportunities. It is recommended to send an initial thank-you message within 24–48 hours, personalizing the communication based on the interests identified during the meeting.

In China, a respectful and formal approach is appreciated, so it is better to avoid overly direct or pushy messages. Using WeChat for follow-up is often the best choice, as it is the most widely used platform even in a professional context.

Finally, planning a second contact after one or two weeks can help keep interest alive and arrange any follow-up meetings or calls.

ROI evaluation

Evaluating the return on investment (ROI) after a trade fair in China is essential to understand the effectiveness of the event and to plan future strategies. In addition to direct costs such as exhibition space, travel, and promotional materials, it is also important to consider the value of the contacts acquired, the opportunities generated, and the impact on long-term business relationships.

Tools such as CRM systems help monitor the progress of leads and quantify sales or partnerships resulting from the fair. An accurate assessment allows for the optimization of resources and strategies for future participation, thereby maximizing the benefits.

Maintaining relationships with Chinese contacts

In China, building a relationship of trust requires time and consistent attention. After the initial follow-up, it is crucial to maintain regular contact by sharing relevant updates, product news, or useful information that may interest the partner. Using WeChat as the primary communication channel is essential, as is respecting the contact’s preferred timing and communication style.

Showing genuine interest in the local culture and business, including participating in important events or festivals, helps strengthen the relationship. In this way, the business relationship evolves from a simple contact into a lasting and mutually beneficial partnership.

Summary checklist

🎯 Define SMART goals (contacts, brand awareness, scouting new partners)

📄 Prepare materials that are culturally and linguistically appropriate for the Chinese audience

📆 Schedule appointments in advance with key contacts

📱 Download and set up WeChat, Alipay, Baidu Maps and a VPN

🌐 Optimize the website for visibility on Baidu

👥 Have an interpreter or local partner at the trade fair

🧾 Use QR codes and lead forms to collect contacts

💬 Schedule a personalized follow-up within 48 hours

📧 Contact us at cdm@chinadigitalmarketing.it