In recent years, the question of whether trade shows remain relevant has become increasingly common. With digital platforms dominating consumer engagement, some brands perceive exhibitions as costly with limited returns. However, in China, trade shows continue to play a decisive role. They offer visibility, credibility, and access to networks that cannot be replicated by online channels alone.
This article explores why trade shows matter for brands in China, the strategic benefits they bring, how they compare with other marketing channels, and the best practices for maximizing their value.
Let’s dive in.
Why Trade Shows Matter in China
In China, trade shows are more than just an exhibition space – they are a business ritual. In a market where trust is built through guanxi (relationships) and where competition is fierce, showing up physically makes a statement: we are here, we are serious, and we are committed to China.
While online platforms dominate daily life, business relationships in China still thrive on face-to-face interactions. Exhibiting at a trade fair provides a level of credibility that cannot be replicated by digital campaigns alone. For many distributors and retailers, seeing a brand at a show is proof of legitimacy and stability.
According to industry reports, China hosts +1,000 exhibitions annually across major cities such as Shanghai, Guangzhou, Beijing, and Shenzhen. These events cover diverse sectors including furniture, cosmetics, luxury goods, consumer electronics, and food. Among them, we can quote Furniture China, Canton Fair, Import Expo Fair, Design Shanghai, Notes Shanghai, and many more.
Each of them can bring their own benefits.
Key Benefits for Brands
I think the participation of brands to trade shows remains essential in China. This is far from being an outdated model and can bring actual benefits with strong ROI. Let’s review them.
1. Visibility in a Crowded Market
China is a saturated market where both global giants and local challengers compete for consumer attention. A booth at a leading trade show offers visibility not only with retailers and partners but also with the press, influencers, and even end-consumers. Simply put: it puts your brand on the map.
2. New Partners and Distributors
Trade shows act as market accelerators. Retailers, agents, and importers attend with the clear goal of discovering new brands. Even if you already have a distribution network, shows can open doors to new regions, second-tier cities, or complementary partnerships.
3. Strengthening Relationships
For existing partners, trade shows are the perfect opportunity to nurture trust. Inviting distributors or key clients to your booth creates a strong sense of belonging and loyalty. In China, relationships are everything, and trade shows provide the stage to reinforce them.
4. Market Insights
Walking a trade show floor is like opening a window into the market’s future. You can observe competitors, identify product trends, and directly collect feedback from industry professionals. For brands new to China, this intelligence is invaluable and enable you to have a direct qualitative feedback from your end consumers.
Trade Shows vs. Other Marketing Channels
Skeptics often argue: why invest in a physical trade show when digital marketing is so powerful in China? It’s true that WeChat, Xiaohongshu (RED), and Douyin are crucial channels – but they cannot fully replace trade shows.
Trade fairs and digital strategies actually complement each other. The credibility gained offline translates into stronger trust online. A retailer who first discovers you at a trade fair is far more likely to engage with your content, follow your WeChat account, or place an order through cross-border e-commerce platforms.
For instance, we often leverage trade shows to expand the notoriety of our brands in China and redirect the visitors to our Little Red Book account, RED Store, or Weibo account. And this strategy always pays off!
How to Maximize ROI from Trade Shows in China
Attending a trade fair without preparation can feel like pouring money into a black hole. To make it a real investment, brands should adopt a structured approach:
- Set Clear Goals
Define whether your priority is visibility, generating leads, securing distributors, or reinforcing existing partnerships. - Localize Your Presence
Have brochures, presentations, and even your booth design adapted for the Chinese audience. A Mandarin-speaking team member is a must as the majority of visitors won’t speak English. -
Leverage Digital Tools
Encourage every visitor to scan a QR code to follow your WeChat or RED official account. Trade shows generate leads, but it’s digital tools that nurture them. -
Follow Up Quickly
In China’s fast-paced business culture, a late follow-up means a lost opportunity. Within days of the show, send personalized WeChat messages or arrange meetings to convert contacts into partnerships.
By planning strategically, brands can transform trade show participation into a powerful sales and visibility engine.
Our Case Studies
We have worked on several trade shows for luxury, perfume, and lifestyle brands – both in China and in Europe.
At Design Shanghai, we handled the booth of Baobab Collection from A to Z. The brand stood out with its elegant booth, attracting Chinese retailers and interior designers eager to introduce the brand to their channel. The trade show acted as a gateway to increasing our brand notoriety and reinforcing our network in China.
At Furniture China in Shanghai, we supported André Renault, a French bedding brand, with branding consulting and on-site management. With our Chinese sales team, we gained traction with local retailers actively searching for premium European products and end-consumers wanting to order furniture directly from France. Beyond sales, the show allowed the brand to position itself as a serious competitor in a highly competitive segment.
These experiences confirm a pattern: trade shows provide opportunities that cannot be replicated by digital campaigns alone. They bring together in a single space the visibility, contacts, and credibility every brand needs to succeed in China.
Find the Right Partner in China
Trade shows in China are not outdated, nor are they a cost to be avoided. They are a strategic investment that pays off in visibility, relationships, and market entry. But to make the most out of it, you will need to find a strong and reliable partner with experience in sales and trade shows.
For brands seeking growth in China, the choice is simple: staying absent means remaining invisible. Attending means stepping into the spotlight, building trust, and opening doors to opportunities that digital alone cannot unlock.
At AB ADVISORY, we participated in 15+ trade shows including Design Shanghai, Notes Shanghai, Canton Fair, Hangzhou Fair, and more. We work on the design, construction, organisation but sometimes only on the consulting to improve the booth and attendance with our Chinese sales team. We provide agile solutions for every need.
Trade shows remain (and will remain) a cornerstone of success for brands in China.
Contact us to turn your trade show into a success in China.