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1、Guide toTrade Fairsin China2024 UPDATEEUSMECentreThis report was written by in-house experts of the EU SME Centre and China IP SME Helpdesk.This report is an update of:Guide to Trade Fairs in China(2020):https:/ Strategy for SMEs attending Trade Fairs in China(2020):https:/op.europa.eu/en/publicatio

2、n-detail/-/publication/965465f1-bcd9-11ea-811c-01aa75ed71a1 EU SME Centre,China IP SME Helpdesk 2024Disclaimer This document is provided for general information purposes only and does not constitute legal,investment or other professional advice on any subject matter.Whereas every effort has been mad

3、e to ensure that the infor-mation given in this document is accurate,the EU SME Centre and the China IP SME Helpdesk accept no liability for any errors,omissions or misleading statements,and no warranty is given or responsibility accepted as to the standing of any individual,firm,company or other or

4、ganisation mentioned.Publication as well as commercial and non-commercial transmission to a third party is prohibited unless prior permission is obtained from the EU SME Centre and the China IP SME Helpdesk.This publication was produced with the financial support of the European Union and its conten

5、ts are the sole responsibility of the EU SME Centre and the China IP SME Helpdesk.The views expressed in this publication do not necessarily reflect the views of the European Union.Guide to Trade Fairs in ChinaContentsExecutive summary.31.Introduction:Chinas convention and exhibition industry.41.1 C

6、hinese trade fairs:main actors,sectors and regions.42.Get ready for the show.72.1 Define clear goals and a tailored strategy.72.2 Selecting the right trade fair.82.3 Good practices.102.4 Examples from EU SMEs.143.Secure your intellectual property rights.163.1 Main principles and considerations of IP

7、 protection in China.163.2 Common issues faced by EU SMEs at trade fairs.183.3 Good practices.203.4 Examples from EU SMEs.234.List of relevant Chinese trade fairs for EU SMEs.24Guide to Trade Fairs in China3EXECUTIVE SUMMARYWithout local resources operating on the ground in China,participating in tr

8、ade fairs in China remains an effective approach for EU SMEs to meet poten-tial Chinese business partners.However,without full preparation and a tailored strategy,the mere participation in a trade fair is unlikely to bring signifi-cant benefits to exhibitors in the short term.Besides,exhibitors may

9、choose to participate in a trade fair for different reasons,including marketing and branding.Even the choice of the trade fair is a fundamental aspect that requires careful analysis and evaluation.This report aims to provide EU SMEs with a compre-hensive,up-to-date and practical overview of how to g

10、et fully prepared and maximise the benefits of participating in Chinese trade fairs.Specifically:The first chapter provides an overview of Chinas exhibition industry,especially its evolution since it was severely affected by the pandemic,as well as the main actors involved.A notable difference betwe

11、en China and the EU is the higher concentration of gov-ernment actors among the midstream sector.Statistics on the number,sector and location of Chinas trade fairs are also provided.The second chapter provides practical guid-ance for EU SMEs on how to define goals and devise a strategy tailored for

12、a specific trade fair.It also offers a series of tips for identi-fying the most appropriate Chinese trade fair,based on the different characteristics of each fair.Finally,it includes a series of good practices to follow before,during and after the trade fair,as well as concrete examples from EU SMEs

13、.The third chapter,too,provides practical guidance for EU SMEs,but it does so exclu-sively from the perspective of intellectual property.In fact,trade fairs expose exhibi-tors to competitors and even entities with potentially malicious intent.This chapter,therefore,provides an overview of the main p

14、rinciples of Chinas IP protection system,common issues faced by EU SMEs,as well as good practices for IP protection to follow before,during and after the trade fair.A concrete example from an EU SME is also provided.Finally,the fourth chapter provides an over-view of major trade fairs in China which

15、 are relevant for and popular among EU SMEs,in different sectors and locations.All in all,trade fairs are a useful platform but they should be seen as just one component of the broader China market entry strategy on the medium/long-term.Assessing the value of trade fairs participation merely on shor

16、t-term economic indicators,without considering their contribution to branding and visi-bility,is not a suitable approach.EUSMECentre41.INTRODUCTION:CHINAS CONVENTION AND EXHIBITION INDUSTRY1Detailed statistics on the growth of Chinese trade fairs over the last years is available in an article publis

17、hed by Huajing Intelligence Network,part of Huajing Industry Research Institute,a leading provider in China of market research and big data:https:/ Dec 2023).2Ibid.Chinas convention and exhibition industry has shown a steady growth over the years.From only six international events held in 1978,the n

18、umber of con-ventions and exhibitions in China surpassed 10,000 already in 2017,with a total rentable exhibiting area largely exceeding 10 million square meters.1 A number of major Chinese trade fairs have gained global recognition and attract every year thousands of overseas exhibitors and visitors

19、.The industry was severely affected by the COVID-19 pandemic.Strictly enforced restrictions on social gatherings in China and international mobility gave a significant blow to the sector,espe-cially in the year 2022.According to a research report published by Huajing Intelligence Network,2 in 2022 o

20、nly 2,572 conventions and exhibitions were organised in person across the country.That was about half the annual number of 2021 and 2020,and less than a fourth of 2019.During these years,the absolute majority of Chinese organisers switched to online only or hybrid shows.For trade fairs,this in pract

21、ice translated into virtual exhibition booths offered for free,with chatrooms or livestreaming platforms for exhibitors to showcase their products and interact with online visitors.To increase engage-ment,some organisers also tried to experiment with new technologies such as virtual reality.However,

22、the efforts did not prove useful in facilitating interna-tional business interactions;initial enthusiasm was quickly replaced by disinterest.Furthermore,many trade fairs originally planned to take place in hybrid form were cancelled on very short notice,negatively affecting the planning of activitie

23、s and allocation of resources of international exhibitors,even those already present in China.The lifting of pandemic-related restrictions in early 2023 resulted in the resuming of offline conven-tions and exhibitions in China.Hundreds of events were successfully organised in 2023,including with the

24、 presence in person of overseas exhibitors.This included many European companies eager to reconnect with their Chinese partners and reactivate their China strategy.1.1 CHINESE TRADE FAIRS:MAIN ACTORS,SECTORS AND REGIONSSimilar to other countries,Chinas exhibition industry is made out of a range of a

25、ctors and participants from downstream,midstream and upstream sec-tors.Downstream actors are generally the exhibiting companies as well as exhibition agents.Midstream actors include the host of the event and the organ-isers.Upstream actors include service providers such as booth design and construct

26、ion companies,equipment rental,logistics providers,etc.One of the main differences between China and the EU is the higher concentration of govern-ment actors among the midstream.Generally,fair organisers are government departments(central government for high-level fairs or local government;often,bot

27、h are involved).Their aim is for the fair to DownstreamExhibiting companiesExhibition agents.miDstreamEvent organiserContractorsSupporting unitsFunders and sponsorsUpstreamService providersBooth design and constructionLogistics providers.Guide to Trade Fairs in China5promote priority sectors among r

28、elevant players private and public,domestic and foreign alike.They entrust a certain contractor,often(but not always)a state-owned company,to take care of the specific organisation of activities,but they maintain a high degree of supervision and involvement,e.g.in deciding which exhibitors can be al

29、lowed to join or in which exhibiting area they can be present.They also directly organise events featuring the partici-pation of government representatives and foreign guests,such as conferences but also VIP tours of exhibitors.Therefore,identifying such players and understanding the influence they

30、play on the entire fair will be extremely beneficial for foreign exhibitors,particularly those exhibiting innovative products.Did you know?There are also a number of international fairs organisers active on the Chinese exhibition scene.Through their China-based subsidiaries,these regularly host a nu

31、mber of trade fairs in the country,often consisting of local editions of globally renowned fairs.Examples are Messe Frankfurt,Messe Koeln,Messe Dsseldorf,Landesmesse Stuttgart,Hannover Milano Fairs,Bologna Fiere,France Comexposium Group,RAI Amsterdam,etc.18711110589867165635942372929242422171613281M

32、achinery,components,equipmentFood and beverageIT,communication equipment and Automotive,motorcycles,bikesMedical,pharma,healthcareConstruction and building materialsAgriculture,forestry,husbandry,Sports,entertainment,cultureTextile,apparel,garment,accessoriesEnvironmental protection,energy Furniture

33、,home appliances,General/Cross-sectorChemicalsBeautyMining and equipmentMaternity,infants,kidsPetAviation,rail,boats,transportationJewelleryOthersNO.OF FAIRS ORGANISEDTrade fairs organised in China in 2023(by sector)Source:CCPIT.Data collection and elaboration by the EU SME CentreEUSMECentre6Europea

34、n companies from any sectors will be able to find a number of relevant trade fairs in China.According to a list of 1,370 fairs taking place in China in 2023,formulated by CCPIT,3 the largest number of trade fairs involve machinery,equipment and tools including industrial machinery,agri-food machiner

35、y,pumps and valves,heating and cooling,etc).Following are food and beverage and IT,communication equipment and electronics.In addition to sectoral trade fairs,there are a number of fairs which do not have a sector-specific focus.Rather,these focus on specific elements(e.g.imported products),broader

36、product catego-ries(e.g.consumer goods),multiple sectors(e.g.industry)or horizontal issues(e.g.trade in services).These are usually large,national-level fairs organised by central government entities,and thus enjoy a strong reputation both domesti-cally and overseas.Prominent examples are the China

37、International Import Expo(CIIE)taking place in Shanghai;the China(Beijing)International Fair for Trade in Services(CIFTIS);the China Import and Export Fair(Canton Fair);the China International 3https:/www.ccpit.org/image/1466402629390217218/e2d01f18b0cd46579f7b38bd99c2740a.pdf(accessed:27 Dec 2023).

38、The list is produced annually.For this report,the sectors included on the report have been adjusted and grouped by the EU SME Centre.Consumer Goods Expo taking place in Hainan;the China International Industry Fair(CIIF)taking place in Shanghai;the Western China International Fair taking place in Che

39、ngdu;etc.Some of these major fairs will be illustrated in detail in chapter 4 of this report.According to the same report from CCPIT,the most active regions in terms of number of fairs hosted and organised are Shanghai,Guangdong(half of which are in Shenzhen)and Beijing.Provincial capi-tals usually

40、play a key role in each respective region.Some of them are gaining particular influence on the exhibition scene,such as Wuhan(60 fairs),Xian(47 fairs),Chengdu(44),Nanjing(41),and Shenyang(35).Two exceptions are Qingdao and Xiamen,which lead in their respective regions without being provincial capita

41、ls.Such a large and diverse number of trade fairs may make it hard for European companies to find the most appropriate trade fair to attend.The next chapter will help European companies navigate the complex landscape of trade fairs in China.Source:CCPIT.Data collection and elaboration by the EU SME

42、CentreGuide to Trade Fairs in China72.GET READY FOR THE SHOWThe choice of which Chinese trade fair to attend does not depend merely on the sector or the loca-tion of the event.Other key factors such as types of companies exhibiting(petitors?Partners?Manufacturers?etc.)and visitors attending(e.g.pro-

43、fessional visitors?Government representatives?etc.)must be taken into account.At the end,it all comes down to the exhibitors goals and expectations.This section provides a series of tips and outlines a set of good practices for European companies before,during and after participating to a trade fair

44、 in China.2.1 DEFINE CLEAR GOALS AND A TAILORED STRATEGYParticipating in trade fairs in China remains an effective approach for European companies expanding their business into the country.This is true whether a company already has commercial activities on the ground or not,and regardless of the siz

45、e of the company SME or large multinational.Through trade fairs,companies may meet potential new customers as well as existing ones.They may develop a clear sense of the state of play of the market and their competitive advantage,by studying the types of products displayed by others and talking to v

46、isitors.They may also enhance their branding and company image by showcasing new products and organising ad hoc events,while engaging with media and public relations.However,merely participating in a trade fair is unlikely to bring significant tangible benefits to exhibitors in the short term.For Eu

47、ropean SMEs,it is essential to take action and prepare a detailed plan in advance.The first step is to set clear objectives and performance indicators for the participation.Common ones include the following often a combi-nation of two or more is pursued:Once the objectives and relevant indicators ar

48、e iden-tified,EU SMEs should carefully plan their action plan and tailor their strategy for the specific fair.Experience gained by the EU SME Centre shows that many exhibiting EU SMEs do not do so before the event,nor carefully tailor their strategy for the occa-sion.This encompasses all aspects fro

49、m budgeting to human resources,products showcased and logistics,as well as marketing activities,IT support and pro-tection of intellectual property rights.Key aspects to consider are,for instance:Budgeting:What is the budget available?Do you have enough resources and/or flex-ibility to cope with une

50、xpected,last-minute changes?Are there any funding support available from your country and/or the Euro-pean Union?Human resources:How many and which company representatives will attend(e.g.business development,sales manager and/or management)?Are local resources needed(e.g.hostesses,translators,techn

51、icians,etc.)?Products:Which products will you display?Is it the product with the highest potential in the Chinese market?Is it already avail-able in China or does it need to be shipped from abroad?Are you aware of logistics and objectivesMeet potential new clients Strengthen customer relations Enhan

52、ce networking activities Gain market insights Increase visibility,branding and PR Sell productsKpisNo.of effective leads obtained and followed up;agreements concluded within X months after the fairNo.of existing clients/consumers engaged;No.of contacts established with other exhibiting companies,fai

53、r organisers or government reps.Business strategy/product optimisedNo.of media representatives engaged;No.of new followers on social media;No.of engagement of social media posts;No.of attendees to event organised;etc.EUSMECentre8customs clearance procedures?Do you need technical support to transport

54、 or install it on the premises?Does it need to use electricity?Do you need to use websites or applications based on servers hosted abroad?Does it expose your trade secrets?Participation:Are you participating as an individual exhibitor,designing and building your own booth(with a professional service

55、 provider or in-house resources)?Or are you joining a national pavilion organised by your countrys representations?Marketing:Do you already have marketing materials tailored to the Chinese audience,do you need to transport them from abroad or can you print them locally?Do you already have accounts o

56、n popular Chinese social media and messaging platforms?Organisation of events:Do you plan to organise or participate in any events,such as workshops,tasting event,demonstrations,etc.?Do you already have the contacts to help you with the organisation,participation and dissemination?Intellectual prope

57、rty protection:Is your trademark registered in China?Are you aware of intellectual property risks associated to trade fair participation?(more details on IP rights protection will be provided in chapter 3 of this report).Once the strategy is crafted,the next step is to imple-ment it thoroughly durin

58、g all the phases of the trade fairs from preparation to the post-event follow up.Before that,however,it is vital to ensure that the trade fair selected for participation is appropriate for reaching the objectives:even the right strategy will fail in the wrong place.2.2 SELECTING THE RIGHT TRADE FAIR

59、Selecting the right trade fair to attend in China can be an arduous task,especially for EU SMEs without a presence and knowledge of the market.Resource constraints and high costs of participation further exert pressure on SMEs to carefully select the trade fairs that best match their objectives.Base

60、d on the experience of the EU SME Centre in participating or promoting SME participation in Chinese trade fairs,below are some aspects to consider during the selection process:.elements to consiDer for selecting traDe fairs in china1.Nature:global vs local trade fairA number of renowned global trade

61、 fairs in many sectors regularly host local editions in China.These normally attract higher-quality and more international trade-oriented participants and visitors.Examples are SIAL China(F&B,hosted in Shanghai and Shenzhen);Aquatech China(water,hosted in Shanghai);Automechanika Shanghai(automotive)

62、;bauma China(construction,hosted in Shanghai).2.Appeal:domestic vs internationalLocal trade fairs might have different appeals within China,e.g.targeting predominantly domestic exhibitors,or also international ones.The latter,usually,can be easily identified by the presence of wording such as intern

63、ational,global,world etc in the name of the fair but even if so,this is not a guarantee of international audience!Also consider if the organiser is a local firm or an international one.3.Influence and importance within ChinaSome trade fairs in China are widely considered as a must to attend by many

64、exhibitors and visitors,and attract large crowds.Such fairs can be identified by looking at the numbers of editions organised/years of history;co-organisation by government departments and/or influential industry associations;keynotes delivered by VIPs;promotional activities in China and especially

65、abroad;etc.4.Location and geographical scopeThe most important trade fairs are usually held in first-tier cities or provincial capitals;they might attract exhibitors visitors from all over the country or predominantly from the neighbouring areas.Guide to Trade Fairs in China9 More specifically regar

66、ding national representa-tions/country pavilions,EU SMEs may benefit from organisational support from their home countries by joining official business delegations or country pavilions at trade fairs.Exhibitors are provided with booth planning and design“under one roof”(e.g.made in Italy,made in Ger

67、many,Good Idea Slovakia,etc.)as well as with extra services at convenient rates,such as translation,business matchmaking,logistics,organisation/participation in side events etc.In some cases,direct financial support may also be offered by the EU Member State as part of its business internationalisat

68、ion activities.It is essential to remember that the above elements are highly subjective for each exhibitor.Some may prefer large-scale,national-level trade fairs;others might find these too dispersive and not ideal for small brands as they are likely to be shadowed Sometimes,smaller trade fairs wit

69、h a more focused geographical scope may be ideal for those EU companies eyeing that particular Chinese region.Examples are fairs in Sichuan(not only Chengdu)and Chongqing which are gateways for Chinas Southwestern region;Shenyang for Chinas Northeast;and Xian for Chinas Northwest.5.National represen

70、tation and experienceMany EU Member States(and other countries)regularly organise participation in certain trade fairs in China,through official country pavilions.Joining these initiatives may increase visibility and weight while reducing costs EU or national-level funding may even be available for

71、SMEs.6.Figures from past editionsReputable trade fairs have official websites in English,disclosing figures from past editions such as number and names of exhibitors(are there international companies,leading players,compet-itors?),numbers and types of visitors(professional visitors vs random visitor

72、s,from which sector/region?),net exhibiting areas,level of satisfaction of visitors and exhibitors,etc.These figures are useful to assess if the type of exhib-itors and visitors are aligned with your strategy and your target audience.8.Side events and support servicesAre there side events,meetings,c

73、onferences hosted during the fair,and is it possible to participate?Such events increase visibility and awareness.At the same time,does the trade fair organiser offer support services such as visa,translation,business matchmaking,logistics,sponsorship?These can be valuable(though costly)especially f

74、or exhibitors without contacts on the ground.9.TimingThe time of the year of the exhibition is also an important factor.Are there other major commit-ments taking up your resourcers?Does the fair preceed or follow major holidays during which handling logistics might be more challenging?10.Political c

75、onsiderationsIt is not uncommon that exhibitors from a certain country/region are particularly welcome(or unwelcome)following developments at the political level with China(e.g.new cooperation agreement signed,etc).Leveraging these developments is recommended as more favourable treatment and visibil

76、ity opportu-nities can be obtained.7.Talk to people!It is wise to reach out to professionals who have attended the fair in the past,to gain better insights and actual feedback.Success stories are often showcased on the trade fairs website.Consider reaching out informally during networking events or

77、even social media but beware of competitors potentially dissuading you to attend.At the same time,even without an official national representation,it is still recommended to contact your countrys embassy/chamber of commerce in China.EUSMECentre10by large multinational companies attending.Some compan

78、ies might opt exclusively for sector-specific trade fairs as the relevance of exhibitors and visitors is high;others might prefer general/cross-sector fairs as they give more visibility.Some companies might prefer to join official country pavilions as they get more support;others might not find it i

79、deal as they will be grouped together with competitors from the same country.Therefore,the choice of the right trade fair depends entirely on the specific objec-tives and the strategy of the exhibitor.2.3 GOOD PRACTICESThe European Union itself might also provide funding support or co-funding.The mo

80、st prom-inent example is the EUs Research Executive Agency(REA)which provides funding for agri-food promotional activities in non-EU countries.A detailed introduction of this funding scheme,including beneficiaries,application process and requirements,is included as part of a recent report on wine pr

81、oduced by the EU SME Centre:https:/ EU-funded initiatives might also promote the participation of EU SMEs in trade fairs in China.Support provided usually covers organisa-tional,logistics and promotion aspects though direct funding is generally not provided.Examples of such initiatives are the EU SM

82、E Centre,as well as the China IP SME Helpdesk,the EU-China Energy Cooperation Platform,the China-Europe Water Platform,etc.before the eventDo your homework and come fully prepared:Prepare/update your company information Communicate on your participation Plan the logistics Understand the market entry

83、 requirements Familiarise yourself with Chinese business etiquetteEnsure that you are professionally represented:Train staff and supporting resources Treat visitors respectfully Showcase products,organise events Prepare small gifts for visitors and leads Visit other boothsDUring the eventFollow up a

84、nd treasure feedback received:Follow up on potential leads Communicate on your participation Improve your product/China strategy!after the eventGuide to Trade Fairs in China11Before the event Do your homework and come fully preparedAt this stage,preparation and communication are fundamental.The goal

85、 is to attract and interest as many qualified visitors and potential/existing part-ners as possible.The sooner the process starts,the better but ideally you should start at least two months before the event.Good practices at this stage include:Reach out to regular customers and prospective clients.I

86、nform them that you are attending the trade fair,clearly specifying the exact position and number of your booth.Use this occasion to inform them about the products showcased and initiatives organised(e.g.product demonstration organised,tasting,small gifts,etc).Ways to do so include social media acti

87、vity,website update,newsletters,as well as direct mailing the most important thing is be creative and effective!It is also recommended to inform your national embassy/chamber of commerce in China for potential support or even leads.Learn market entry requirements in advance.A common mistake done by

88、EU SMEs attending a trade fair in China is to go without knowing in detail the requirements for their product to be sold in China.Many products especially certain food categories,health food,cosmetics,but also medical devices and industrial products may require prior registration/approval with relev

89、ant Chinese authorities before they can be sold in the Chinese market.The process may be costly and time-consuming,sometimes even exceeding 1 year!4For an overview of Chinas popular platforms,especially for e-commerce or marketing purposes,see a report published by the EU SME Centre in March 2023:ht

90、tps:/ website and social media accounts better still,in Chinese.Your com-panys website and social media channels are the business cards of your company.Before going to a trade fair,all the information regarding your company,projects,clients,awards and certification obtained,as well as products displ

91、ayed in the fair,must be updated and translated in Chinese.The same applies to social media channels.However,EU SMEs must keep firmly in mind that,in China,navigating websites is not very pop-ular;using Chinese social media channels is.For newcomers,the immediate step is to create a company account

92、on WeChat,and transpose content from the website or other social media.Other platforms such as Xiao-hongshu and Douyin are also recommended,although WeChat is the one to be prioritised.4 At the same time,however,you should be aware of the risks of disclosing too much sensitive information(more detai

93、ls on this aspect are provided in chapter 3 of this report).Arrange the best organisation for your booth,in terms of visuals(attractive booth design,leveraging on visual material such as videos,images,as well as technology such as virtual reality and augmented reality)and products showcased(Chinese

94、visitors To make your booth more appealing,give-aways can be very effective in raising curiosity especially if used in combination,e.g.one half of the gift sent via email before the event,another part to be collected in person at your booth,another part given as a prize for further action(e.g.follow

95、ing the exhibitors social media account),etc.Knowing market entry requirements,and having already initiated(or,even better,completed)such procedures,will show to Chinese visitors your commitment to the Chinese market.In this case they will be more willing to discuss cooperation potential!Localisatio

96、n,not just translation.Solely translating your information into Chinese might be enough for local visitors to under-stand your company however,it will not impress them!It is recommended to work with localisation professionals to fully align with the different tastes,ways to read con-tents and expres

97、s concepts popular among Chinese people.EUSMECentre12like to see physical products,prototypes or even small-scale models;just having leaflets hardly works.But beware of IP risks!).Per-sonnel is also a key aspect:senior represen-tatives and management are preferred as it gives“face”,ideally supported

98、 by Chinese language speakers;other auxiliary staff such as technicians will also be needed in case of bigger booths and product demonstrations.Consider advertising options.Consider promoting your attendance at the trade fair on various internet platforms or websites,journals,trade magazines,newspap

99、ers,etc.It is essential to remember that many internet platforms commonly used in the EU are not popular or even banned in China,therefore the right website or platform used in China in that sector must be identified.Familiarise yourself with Chinese busi-ness etiquette.Like many other countries aro

100、und the world,Chinese culture has its own business etiquette.Basically every aspect of social interactions in the Chinese business context must follow certain rules and pro-cedures.Although it is generally understood 5Some aspects of Chinese business etiquette are available in a dedicated EU SME Cen

101、tre report:https:/ foreigners can make mistakes,following such rules is always appreciated by Chinese visitors and will certainly help you to make a good impression.5During the event Ensure that you are professionally representedThe day of the show finally arrives.You have to put in practice all the

102、 preparatory work done,profession-ally and consistently throughout the days of the fair.Good practices at this stage include:Train your staff.The people present on the ground in your booth are the face and voice of your company.You should train all the staff present,including supporting resources su

103、ch as translators or hostesses,on the objectives set for the exhibition and the strategy devised to reach them.Explain also the values of your brand as well as the technical features and strengths of your product,what to say in what circumstances.Ensure alignment with both Western and Chi-nese busin

104、ess etiquette.This will ensure that information on your company and products is effectively and professionally conveyed.Be ready to provide support when dealing with potential leads.Take every visitor seriously and professionally.You never know who you are dealing with:your interlocutor may know oth

105、er contacts that could be potentially interested in your products.Sometimes,they might be just collecting information materials on behalf of others.If possible,prepare small gifts for visitors at least for relevant ones.Consider logistics requirements for dis-playing your products.Shipping a product

106、 from the EU to China involves several steps,including customs clearance as well as storage and transportation to the fair.If mistakes are done,the risk is that the pro-duct(s)will not arrive on time for the fair.At the same time,if products have specific requirements(e.g.temperature,humidity,electr

107、icity,internet access,etc),this should be arranged in advance as such facilities might not be available on the spot).Trade fairs organisers usually offer paid advertising or sponsorship options for exhibitors,granting them increased visi-bility options for a fee.This include better location of the b

108、ooth,visit by VIPs,company logo and description featured on the trade fairs website,social media and official cat-alogue,etc.Do not leave the booth unattended.Always leave at least one person in the booth,especially if you are showcasing technological products,to prevent potential IP rights infringe

109、ments.Ideally,staff in the booth should be able to speak Chinese.Take turns to go the restroom and eat meals.Guide to Trade Fairs in China13 Ask visitors to follow your companys(Chinese)social media accounts,and exchange WeChat on the spot but take notes.When engaging with visitors,kindly ask them t

110、o follow your companys social media accounts to get more information,access promotions or simply stay connected.For potential leads,you should go one step beyond and directly add the visitors WeChat account to establish a more direct and personal relationship.Organise events at your booth to attract

111、 attention,both from visitors and media representatives.These are the most effective approaches to gain attention and generate social media buzz.Such events must be widely publicised before and during the fair to maximise attendance,for instance on social media,by distributing ad hoc leaflets or inv

112、iting visitors to attend,or in coordina-tion with the fair organisers.Take as many pictures and videos as possible,especially if one of the objectives of your trade fair participation relates to marketing and branding.You will need pictures of key moments to be published on social media both during

113、and after the fair,e.g.organisation of product tasting or demonstration,delivery of keynotes,handshakes with visitors,etc.Visit the fair and the other booths.Trade fairs are the perfect place to gain a detailed picture of the competitive landscape from your sector.Review the exhibition catalogue and

114、 prepare to stroll the fair in advance.After the event Follow up and treasure feedback receivedParticipating to trade fairs does not end with the closure of the event.In fact,the real business begins only at this stage.There are at least four fundamental actions to do at this stage:Follow up on pote

115、ntial leads met during the fair.Respond professionally to questions received,send a thank you card possibly with a product sample,schedule follow-up meetings(ideally lunch or dinner)or com-pany visits,both in China and in your home country(but beware of IP risks.see chapter 3 of this report).At the

116、same time,act quickly:leads might forget you or lose interest.Respond politely and professionally also to visitors that do not immediately look as potential leads.Although time-consuming,this will make a good impression on them.Be aware that many visitors will not yield worthwhile results.For instan

117、ce,in the case of curious visitors only interested in product tasting or gifts;in the case of com-petitors to learn about your products;or in the case of visitors with potentially malicious intentions involving IP rights(more details in chapter 3).Consider using small gifts as an incentive for visit

118、ors to follow your social media account.When exchanging business cards or adding WeChat,it is strongly advised to write down notes/comments on the visitor;otherwise you might just forget the visitor or find it dif-ficult later to retrieve contact information.Examples include the launch of new prod-u

119、cts,cooking classes,product testing or demonstration,or participating in thematic discussions or technical workshops hosted during the fair.In most cases,you will need support(and approval)from the fair organisers.Try also to meet in person the organisers of the fair and give a gift possibly of high

120、er value compared to the gifts given to others.Organisers are very concerned with receiving positive feedback,and are often keen to facilitate connections with other contacts!Remember that visitors might have engaged with dozens of exhibitors and might not immediately remember you.Try to high-light

121、something particular or even personal that emerged during the conversation.EUSMECentre14You never know who you are dealing with.The person might know other contacts that could be potentially interested in your prod-ucts.In China,word of mouth is extremely important and effective!Communicate your suc

122、cessful participa-tion on social media.Prepare clips or pic-tures to disseminate on social media,espe-cially highlighting key moments of the event such as products launched,events organised,potential clients met,etc.Highlight positive aspects,thank all the visitors,and include a general invitation t

123、o meet you at your next planned event,such as another trade fair or conference in China or in another country.This should be done both on international social media as well as Chinese social media(in Chinese language).Treasure the feedback received and opti-mise your China strategy.Last,but certainl

124、y not least,trade fairs offer precious insights on the opportunities and challenges for your product in the Chinese market.The most valuable result is to analyse and incorporate the feedback received by visitors engaged,or observed from other booths,into your product and/or overall China strategy.Fo

125、r instance,adjustments to the product should be considered(e.g.its composition,as well as design and packaging);market entry approaches reassessed(e.g.focus on a specific region or retail channel,general trade vs cross-border e-commerce;etc).You should also improve your communication messaging and e

126、nhance the attractiveness of your promotion in Chinese.2.4 EXAMPLES FROM EU SMESThis section provides a number of recent mistakes from EU SMEs that have negatively affected their participation in a trade fair.These could have been avoided had the good practices listed above been followed.In 2023,an

127、EU SME participated in a business mission in China organised by its national business support organisation.The representative of the SME who participated was instructed to“absolutely come back with a business deal concluded”.They failed.Problem:The representative received positive feedback on the pr

128、oducts prospect in the Chinese market,but they“only”managed to obtain a number of qualified leads nothing tangible as instructed.This might impact how the SME evaluates its partic-ipation in the trade fair,and more in general their commitment to the Chinese market.Explanation:Participating to trade

129、fairs in China is a useful approach for EU SMEs to enter the Chinese market.But,alone,this is not enough:continuous efforts and investment are required.Additionally,business collaborations in China normally take longer to grow:a mid-to long-term perspective is required!At least two EU SMEs have rece

130、ntly participated in a trade fair in China,one in the industrial sector and the other in the F&B sector.However,both encountered issues during customs clearance once the product samples arrived in China,which were not solved on time for the trade fair.Problem:In the first case,the product had not ob

131、tained the China Compulsory Certification*man-datory for that product.Eventually,the producer managed to get the product cleared(against a deposit and a promise to re-export it out of China within six setting goals anD Kpis Unrealistic expectations from participating in a trade fairlogistics consiDe

132、rations Permission for temporary import of products into ChinaGuide to Trade Fairs in China15months),but it was delivered only at the end the trade fair.In the second case,the product had not completed the mandatory CIFER registration*for imported F&B products.Even though it was clearly marked as“sa

133、mple”,the customs did not proceed to clearance and the product was ultimately destroyed.Explanation:Importing into China foreign products(even samples)not already available in the market must follow specific requirements and procedures and might require longer to be cleared.Prior coordi-nation with

134、the trade fair organiser is fundamental as they normally assist with such services.Furthermore,especially for F&B products,even samples,successful completion of GACC/CIFER registration is frequently requested.*Detailed guidelines on compliance requirements for industrial products and consumer goods

135、were produced by the EU SME Centre,see:https:/ guidelines on Chinas mandatory GACC/CIFER reg-istration for imported F&B products were produced by the EU SME Centre,see:https:/ 2023,an EU milk producer attended one of Chinas popular trade fairs in the F&B sector.However,it had not completed and only

136、recently initiated the mandatory GACC/CIFER registration for its product.Problem:Although it managed to get the product temporarily imported into China for display and tasting at the trade fair,the milk producer was not able to find qualified leads of Chinese importers.The most frequent feedback rec

137、eived was that they needed to complete the GACC/CIFER registration before any concrete discussion on collaboration could begin.Explanation:GACC/CIFER registration for dairy products(and other 18 categories of so-called“high-risk”F&B products)requires several months to be completed.At the same time,t

138、here are many uncertainties in the process which might even lead to rejection.This is a risk that most Chinese importers are not willing to take.UnDerstanDing marKet entry reqUirements Prior completion of GACC registration for F&B productsEUSMECentre163.SECURE YOUR INTELLECTUAL PROPERTY RIGHTSTrade

139、fairs provide companies with the unique opportunity of showcasing their latest products and innovations to a vast audience of local and interna-tional visitors,agents,and potential clients.However,exposure to competitors and entities with mali-cious intent is also substantial,potentially leading to

140、intellectual property(IP)risks or even loss of IP,especially when the SMEs have not yet taken any steps to protect their IP in China.Developing an IP strategy for attending trade fairs is therefore crucial.Through precise steps to take before,during,and after the event,SMEs can successfully manage t

141、o minimise their exposure to possible IP-related risks and effectively secure their own key intangible assets.3.1 MAIN PRINCIPLES AND CONSIDERATIONS OF IP PROTECTION IN CHINASMEs should regard IP as their main business asset and take steps to protect it by registering it when internationalising thei

142、r business to China.IP protec-tion in target markets is important because:Securing IP provides SMEs with exclusive rights to exploit their inventions/innova-tive ideas in China.By protecting IP through registration in China,the owner will obtain exclusive rights to commercialising their innovative i

143、deas/products in the Chinese market while forbidding others from doing so.For example,patents can be requested for new inventions(e.g.a product or a pro-cess),granting the exclusive right for 20 years to produce and sell that invention in China,forbidding any competitors from doing so.Similarly,a tr

144、ademark right allows exclusive branding of products while forbidding others from using the same brand for the same or similar products and thereby taking advan-tage of your investments into branding.IP attracts partners and investors.IP increases the attractiveness of a company to partners/investors

145、 in China,because it increases value.Partners/investors are more likely to invest in a company with IP owner-ship,as the company has the exclusive right to producing and selling the product/inven-tion in China,while taking actions if others try to copy it.As Chinese enterprises are becoming increasi

146、ngly IP-aware,many would not risk investing in companies that have not taken steps to securing their IP rights in China as they could reasonably expect many issues ahead.IP helps monetising products and ideas.Once IP rights in China are secured,the owner will have more options for monetising the pro

147、duct/idea.For example,patents,trademarks and design rights may be sold or licensed to other companies for a royalty fee.Licensing is only possible once IP is effectively registered in China.Furthermore,many Chi-nese distributors require companies to have a registered trademark or patent because of t

148、he risks involved with unprotected IP.Securing IP rights allows owners to take action against infringements.An IP owner may discover that their product has been copied in China and sold at a lower price,thus losing market share.As a patent or a trademark owner,companies can take action against the i

149、nfringer by either suing them in court and be compensated for losses,or by initiating administrative actions against them to stop the infringement.However,such actions are possible only if the IP has been effectively registered in China.Securing IP rights in China prevents bad faith IP registrations

150、 by others.While the Chinese authorities have taken numerous measures to fight bad faith IP registrations in China,these unfortunately remain relatively commonplace.Malicious entities in China may register the trademark of a foreign company with the intention of selling it back to the original right

151、s holder at an inflated price.China functions under the first-to-file system(more details below):the first person filing an application to register a trademark in China is granted rights to that mark.It is very easy for the Chinese entities to be the first ones to register a trademark in China.Trade

152、marks registered in bad faith might significantly complicate a companys market entry in China,as the first step will be to fight against that bad faith registration which is costly and time consuming,while positive results not always guaranteed.It is Guide to Trade Fairs in China17thus extremely imp

153、ortant that IP rights are registered in China as soon as a possible future market entry is being planned.Understanding the below fundamental principles of IP can help you devise your IP strategy for China market entry,including participation at trade fairs.6https:/op.europa.eu/en/publication-detail/

154、-/publication/0a06be6b-ca5f-11eb-84ce-01aa75ed71a1/language-en/format-PDF/source-214492875.It is thus recommended to consult with IP profes-sionals knowledgeable in Chinas laws and regula-tions to avoid the risk of insufficient coverage of pro-tection.Further information about the differences betwee

155、n the Chinese IP system and the European IP System can be obtained from a dedicated guide produced by the China IP SME Helpdesk.6territorialityIP is territorial:the types of IP registered by a company abroad or in the EU(EU trademark or EU patent)will not automatically be valid in China.You will nee

156、d to register your IP in China in order to have it protected there.Entering the China market without proper IP protection,unfortunately,is a guarantee for failure since IP theft,counterfeiting and bad faith registrations are still commonplace in China.registrationPatents,trademarks and industrial de

157、signs must be registered in China to receive full protection.Unregistered IPs do not receive protection and are thus free for everyone to use.*For copyright,although it arises auto-matically,in practice Chinese authorities still require a copyright registration certificate to commence enforcement pr

158、oceedings in case of a dispute.Trade secrets are the only form of IP in China that do not require registration.*While well-known trademarks that are unregistered do receive protection,it is extremely complicated for an SME to reach the status of a well-known trademark in China.first-to-fileThe first

159、 person to file an application to register a piece of IP in China will be granted rights to that piece of IP.This can lead to bad faith IP registrations by Chinese entities.While this mostly concerns trademarks,it is not uncommon to see bad faith patents(abnormal patent applications),industrial desi

160、gns or copyright registrations.Prompt IP registration by the rights holder can prevent bad faith IP registrations.local pecUliaritiesWhile China is a signatory to most inter-national IP conventions,there are some important local principles to consider to avoid the risk of inadequate protection.For e

161、xample,in case of trademarks,China further divides the international Nice clas-sification into sub-classes:it is essential to register a trademark in the correct subclass in China.Another example is that China does not provide protection for unregistered designs:design patents function under the rul

162、e of absolute novelty.EUSMECentre183.2 COMMON ISSUES FACED BY EU SMES AT TRADE FAIRSBelow are some common scenarios of IP issues that EU SMEs may face when attending trade fairs in China.Trade fairs allow companies to test the Chinese market to assess the potential of their product.However,many EU S

163、MEs attending trade fairs in China do not yet have a tailored China market entry strategy and simply wish to better understand the market for their products,so they end up attending trade fairs without having registered their trademark in China.Problem:At some point in the future,an EU com-pany migh

164、t be ready to enter the Chinese market,but their efforts are blocked as someone has already registered their trademark in China.In the worst-case scenario,the SME may find itself being sued for trademark infringement by the Chinese entity that had pre-empted the trademark registration;or in another

165、scenario,the products of the SME might be detained by the China Customs because the SME is not actually the owner of the trademark in China.Consequences:While there are ways to overcome bad faith trademark registrations(e.g.administrative actions including opposition;three-year non-use cancellation

166、and invalidation;buying back the mark from the Chinese entity;rebranding,etc),these are costly.It is not uncommon for SMEs to encounter IP infringe-ments at trade fairs,where malicious entities have copied their products and sometimes selling coun-terfeits bearing the SMEs trademarks.Problem:In an o

167、ften encountered scenario,the SME is in the process of patenting an invention previously only displayed in Europe yet it discovers copies of that same invention being displayed at a trade fair in China.Design infringements are another common issue:infringers either copy the whole product design or o

168、nly key elements,to benefit from the association with the original product and thus confusing con-sumers.In some cases,infringers may even display the product catalogues,instruction manuals or pic-tures of SMEs products,trying to create associations with high-quality European brands and confuse the

169、consumers.Finally,finding infringing products on the target market after the trade fair is another common issue,especially for SMEs that had not yet registered their IP in the target market.Consequences:Leaving infringements unaddressed will only encourage further infringements as well as damage you

170、r companys market share,profits or reputation amongst the consumers.It is thus recom-mended to address the IP infringements discovered during or after the trade fair,even if you only start collecting evidence for future legal actions.During trade fairs,companies are often displaying prototypes and n

171、ew cutting-edge technology that is under development,for attracting more potential partners or simply for marketing purposes.Some of that technology may have not yet been patented.Problem:Displaying a new technology in such a way that its innovative elements are clearly visible and have been documen

172、ted in some manner(such as photos)may lead to a loss of novelty,and ultimately prevent the SME from obtaining a patent for that product in China due to strict novelty rules in the country.Even if the patent is obtained,it may sub-sequently be vulnerable to invalidation,especially by competitors.Cons

173、equences:Chinas patent law offers a six-month grace period after the invention has been displayed at a trade fair,within which novelty is still ensured and thus patent applications may still be submitted.However,it is essential that SMEs carefully review and consider the materials displayed and dist

174、ributed at a trade fair.baD faith traDemarK registration after attending a trade fair in Chinaip infringements spotted during a trade fairloss of novelty for patenting new technologiesGuide to Trade Fairs in China19Trade fairs increase the risk of potential disclosures of trade secrets.A common scen

175、ario is the absence of non-disclosure agreements(NDAs)prepared in advance,to be sigend by partners met at the fair.Fearing to lose a potential business opportunity,the SME may decide to move on with negotiations,thus disclosing information without an NDA in place.Problem:In case the business deal do

176、es not mate-rialise,the counterparts met could use the infor-mation obtained from the SME in their own benefit,leaving the SME with virtually no recourse.In other cases,untrained sales representatives/employees may inadvertently disclose trade secrets while intro-ducing companies newest products and

177、 projects to possible buyers/business partners.Consequences:While Chinas Anti-Unfair Compe-tition Law provides remedies for companies whose trade secrets have been maliciously leaked,it is only available if the company has taken steps to protect their trade secrets.Thus,it is vital to sign NDAs with

178、 potential business partners and properly instruct your employees to safeguard trade secrets.Remember!Malicious entities often scout trade fairs for companies that might plan to enter the China market.It is strongly recommended to register and secure IP rights in China along other preventive measure

179、s described in the next section before atten-ding a trade fair to avoid running into issues that will negatively affect your future entry into the market.loss of traDe secrets when negotiating with potential clientsEUSMECentre203.3 GOOD PRACTICES7On 7 November,2023,the Apostille Convention came into

180、 force in China,eliminating the requirement of the legalisation of documents through embassies and consulates.However,as the rules for the enforcement institutions accepting the Apostille have not yet been officially released(as of January 2024),it is recommended to check with the relevant Chinese i

181、nstitutions in advance about their specific requirements.8See the Measures for the Protection of IPR during Exhibitions http:/ 352022.shtml;and the Guidelines for the Protection of IPR during Exhibitions:https:/ the event Secure your IP for full pro-tection and enforcement in ChinaA sound preparatio

182、n prior to the fair is essential to secure protection of IP rights as well as their enforcement in case of infringement.It is highly rec-ommended that EU SMEs follow these good practices before attending trade fairs in China:Identify and register your key IP assets before exhibiting at the fair,and

183、devise an IP protection strategy.An IP audit can help you identify that types of IP assets you own,as well as the measures needed and the gaps for protecting those assets.Registering the IP rights in China is an easy and relatively cheap process.You should also engage with IP professionals knowledge

184、able in Chinas IP laws and regulations,to know how to act in case infringements identified at the fair e.g.take enforcement at the trade fair,or use it as an opportunity to gather evidence and build a case at a later stage.Have all the required documents pre-pared.You should ensure that you bring wi

185、th you all your IP ownership certificates such as trademark,patent,and copyright certificates and your business certificates.It is also advisable to have a notarised and authenticated Power of Attorney(POA)in favour of the person in charge of enforcing your IP rights at the trade fair.7 Know where t

186、he relevant IP enforcement authorities are.Visit the exhibitions web-site or directly contact the organiser to verify whether there is a complaint centre in the fair,and where it is located.According to the relevant regulations,8 trade fairs lasting more before the eventEnsure that your IP is protec

187、ted in China:Do an IP audit and devise a protection strategy Register your IP in China Examine the IP terms of the exhibitor contract Be aware of the risks of displaying products Prepare NDAs and train your staffDUring the eventKnow your rights and options:Visit the trade fair during set-up phase to

188、 identify potential infringers Collect any evidence of infringement Consider filing a complaint onsite.after the eventKeep investigating or moni-toring infringements:Verify if the infringer ceased its conduct Bring the evidence to the legal dept./lawyers Keep monitoring the market to identify future

189、 copycats/infringementsYou may start your IP audit by using the China IP SME Helpdesks IP Diagnostic Tool it will help you analyse your level of preparedness and knowledge in IP and identify the relevant aspects which you may need further information on!Guide to Trade Fairs in China21than three days

190、 are required to provide a complaint centre on the premises.In case the fair is shorter,it is advisable to check if local enforcement authorities,such as the Admin-istration for Market Regulation,the Public Security Bureau,or the Technical Supervision Bureau,will be present at the fair.Read carefull

191、y all the terms of the exhib-itor contract relevant to IP protection.Become familiar with the relevant procedures and do not hesitate to contact the organiser for any further information.Research the list of participants provided by the organisers and try to identify known,past,or suspected infringe

192、rs.Be aware of what you display to avoid loss of novelty.Review and consider what materials you are displaying and distributing,especially if they relate to new technologies or products.Remember,displaying products at trade fairs can but not in all circum-stances constitute an act of publication,whi

193、ch may affect the novelty value and hence future patentability.Prepare non-disclosure agreements(NDAs)and confidentiality agreements for employees to sign prior to the participation,and effectively train them on what can and what should not be disclosed about sensitive business information in public

194、 places during the trade fair.You should also instruct your business negotiators to sign NDAs with potential business partners before disclosing information during the negotiations.content_5703113.htm(both accessed:31 January 2024).During the event Know your rights and optionsOnce at the trade fair,

195、it is crucial to maintain a pro-active attitude.Good practices at this stage include:Visit the trade fair during the set-up phase and try to identify those companies whose behaviour appears suspicious.If possible,have one of your employees visit the booths of other exhibitors during the trade fair t

196、o identify potential infringements.Show IP ownership where possible and appropriate,by marking your products with patent numbers,trademark as well as copy-right symbols.Beware that showing owner-ship of IP rights that have not been regis-tered in China,is considered as misleading and against the law

197、.You should only show IP ownership when you have IP registered in China.Collect any sort of evidence that can help identify suspect infringers,including business cards,brochures,pictures,and any other materials.If you later want to use the evidence to prove infringement,the evi-dence needs to be not

198、arised on the spot by a Chinese notary public.It is not uncommon for infringers to provide business cards with different company names but an identical Any disclosure could destroy novelty,as the rule is that patentable products need to be kept secret and safe until a patent appli-cation for it is o

199、fficially filed.Check with your lawyer if you are unsure of what constitutes publication.Work closely with your marketing or busi-ness development teams to ensure that no sensitive information is disclosed in written materials or any other channels.Infringers usually follow common patterns:they seld

200、om display their products,they have learned to avoid attention,and usually deal with their own customers outside of the fair.Consider referring to your national repre-sentations in China or industry association in case of absence of such provisions.Partnering up with others could increase your influ

201、ence on the organisers to secure appropriate actions against infringers!Cooperate with other firms,or contact the embassy or national chamber of com-merce of your country in China,as well as any other relevant entities,in case the fair organisers show little support.EUSMECentre22mobile phone number,

202、or to refuse or object to picture taking.Along with other signs,this evidence might help you identify possible infringers,but only if their authenticity is not questionable.Localise the IP complaint centre as soon as possible,and understand how to file a complaint if needed.It is advisable to contac

203、t the relevant IP authorities to make yourself known and discuss with them spe-cific issues that may apply to that fair.In the situation that you do not need to conduct further investigation into the infringer,or the infringer is a past infringer(with official decision or judgment to prove),it is re

204、com-mended to file a complaint with the IP com-plaint centre.However,filing a complaint at a trade fair may not always be the best option for you to enforce your rights,for instance in the following situations:if your IP rights in China are not entirely in order;if the case of infringement is arguab

205、le;if you have not yet persevered the evidence by the notarisation;or the IP claim desks do not have the qualified expertise to make a decision on infringement at the trade fair.Consulting an IP expert before taking enforcement action is always recommended.After the event keep investigating or moni-

206、toring infringements Good practices to follow after the trade fair depend on the strategy that was followed during the fair itself.For instance:In case action was taken during the trade-fair against an infringer,it is necessary to actively follow up with the relevant authorities and conduct further

207、investigation,to assess whether the infringer has actually ceased its conduct.If no actions were taken during the event,but evidence of possible cases of infringe-ment was gathered,it should be immediately reported to your legal or IP department,or consult with a lawyer to decide whether and how to

208、proceed in enforcing your IP rights.In case no infringements were encountered,it is important to keep monitoring the market in case new copycats/infringers appear in the coming months.Sometimes,these may emerge in other trade fairs in the future.How to file a complaint at a trade fair in China1.Reac

209、h the complaint centre and fill in the related forms(in some cases there could be both a Chinese and an English version).2.Expose and discuss your case with the IP officer present.3.The IP officer will then examine your case to ensure the validity of your IP rights and whether the documentation prov

210、ided is complete.4.If your complaint is considered valid,the infringer will then be informed at their booth by the IP officer.5.The alleged infringer will be given a certain amount of time to present their defence,depending on the duration of the fair and the local administrative IP rights departmen

211、t.Filing the complaint as soon as possible is therefore vital(but only if you consider taking action onsite).6.If the alleged infringers fail in responding to the complaint in the given time,the organiser,in agreement with the IP officer,can proceed in ordering the infringer to remove or cover the i

212、nfringed product according to the terms con-tained in the exhibitors contract.Only notarised evidence will meet formal evidentiary requirements in most of the enforcement actions in China.In an onsite trade fair,you can consider to appoint a notary public to proceed with the notarisation purchase;if

213、 the trade fair is taking place via online channels,use the website notarisation to preserve the evidence.Guide to Trade Fairs in China233.4 EXAMPLES FROM EU SMESA Spanish SME producing agriculture and farming equipment wanted to attend an agro-industry trade fair in China,i.e.one the most important

214、 events in the sector for whole Asia.The SME had invested mil-lions in developing a new model of tractor,expecting to gain a lot of attention from potential buyers.The tractor not only had a new design;most importantly,substantial improvements had been made to the engine allowing for lower fuel cons

215、umption.Thus,the new tractor could increase the working power at a lower cost.The SME,highly aware of the importance of IP,had protected most of the tractors intellectual prop-erty rights except the new engine,for which they had not yet filed an invention patent appli-cation.The engine was the main

216、competitive advan-tage of the tractor,and the SME did not want to risk losing patent rights due to loss of novelty,as it could be the case after exhibiting unpatented technology or design at an international fair.While Chinas Patent Law provides a grace period of six months for filing patent applica

217、tions for inventions“exhibited for the first time at an international exhibition sponsored or recognised by the Chinese Government”,the SME was not certain whether at that time the patent was ready to be filed within the grace period.At the same time,however,missing the trade fair was not an option

218、since the SME had made a sub-stantial investment,and the SME was pressured to act quickly in order to stay ahead of competitors catching up.Actions taken The SMEs legal advisor recommended trade secret protection for the engine during the fair.Before attending the trade fair,an IP audit was carried

219、out,based on which a comprehensive IP protection strategy for the tractor was drafted.The IP audit concluded that apart from the engine,the tractor was well protected:the logo and the company name had been protected with trademark registration,the product catalogue was voluntarily registered as copy

220、right in China.The design of the tractor was also protected via a design patent.It was therefore feasible to exhibit the tractor while keeping the engine as a trade secret.While it was deemed safe to exhibit the tractor,the engine had to remain sealed.Exhibiting the tractor with the engine hood clos

221、ed would allow the product to be displayed without exposing new technology and risking losing the novelty required for invention patent applications.Furthermore,an increased layer of security was added by not shipping at all the engine to China,thus exhibiting the tractor without the engine and its

222、hood closed.This tactic allowed the SME to illustrate to local businesses the advantages of the new engine,dis-closing non-sensitive information on its power,fuel consumption,and the technical services offered as none of these details would have made it feasible for others to replicate the technolog

223、y.However,all the company representatives were clearly instructed not to disclose any details on the specific working mechanisms and specifications of the engine.A training on trade secret protection in China was also provided by the companys legal advisor to the staff,while all exhibition materials

224、 were scrutinised to ensure the protection of the trade secret.OutcomeThanks to the comprehensive IP strategy and pre-cautions,the company successfully participated in the fair,achieving the desired commercial and sales agreements,while effectively protecting its IP.Later,the SME was successfully ab

225、le to obtain an invention patent in China for the engine.Lessons learnt It is not recommended to participate in a trade fair without prior protection of IP rights.New technologies that have not yet been pro-tected by patent or utility model registration can still be protected by trade secrets but on

226、ly if appropriate measures are taken to avoid exposure to third parties.The mere exposition of the advantages that a new technology will have does not mean the loss of novelty in the matter of patents,insofar as the way in which the technical results are achieved is not revealed.Early preparation,al

227、lowing time for designing a comprehensive IP strategy is the key to a suc-cessful trade fair participation.EUSMECentre244.LIST OF RELEVANT CHINESE TRADE FAIRS FOR EU SMESThis chapter includes a selection of major trade fairs in China relevant for EU SMEs,in different sectors and locations.In most ca

228、ses,the EU SME Centre and the China IP SME Helpdesk have directly participated with their own booth or visited the premises to meet EU SMEs.However,the list is far from exhaustive.In fact,within different sectors,fairs focusing on spe-cific product categories are often organised(e.g.beer within the

229、F&B sector;elderly care with healthcare;etc).The information shared on the trade fairs listed in this chapter is the result of personal observations,and thus must not be seen as an official endorse-ment.As clearly explained in this report,the“right”trade fair depends on various factors.Some EU SMEs

230、might find them appropriate,others may find them irrelevant.What is fundamental is to come fully pre-pared by following the good practices and examples listed in the previous chapters of this report.Finally,this list integrates feedback received from EU Member States trade support organisations on t

231、he participation of their companies,either individ-ually or as part of national pavilions.This provides an overview of the most popular fairs for SMEs from different Member States and across many industries.SMEs interested in exhibiting in any fairs,are strongly recommended to get in touch with thei

232、r national representations in China to enquire about initiatives promoting and supporting their participation.General/cross-sector fairs1.China International Import Expo(CIIE)LocationShanghai,National Exhibition and Convention CentreFocusImported goodsOrganisersMinistry of Commerce,Shanghai Municipa

233、l GovernmentScaleLarge scaleNext edition5-10 November 2024,7th editionWebsitehttps:/www.ciie.org/zbh/en/EU presenceStrong,national pavilions regularly organised by Member States,including:Austria,Czechia,Estonia,France,Germany,Greece,Ireland,Italy,Latvia,Poland,Spain,and Sweden.Furthermore,France wi

234、ll be country of honour for the upcoming 2024 edition.No EU-wide pavilion.In our opinionCIIE is,arguably,the highest-level fair in China dedicated to international business,and specifi-cally imported products.It was inaugurated by Chinas top leadership and each edition is usually opened by top-level

235、 officials;as such,it attracts leaders from foreign countries and receives extensive media coverage.CIIE hosts a massive presence of foreign exhibitors,which often partic-ipate in national pavilions.These include national support organisations from EU Member States who might provide discounted rates

236、 to otherwise high exhibiting fees.The China IP SME Helpdesk participated in the last 2023 edition.CIIE does not have a sectoral focus,therefore it is not ideal for exhibitors looking for a highly specialised audience.Finally,as CIIE is attended by thousands of exhibitors from all over the world,inc

237、luding large brands,EU SMEs might be in a disadvantaged position in terms of visibility,especially if participating alone.Guide to Trade Fairs in China252.China Import and Export Fair(Canton Fair)LocationGuangzhou,GuangdongFocusImport and export of goodsOrganisersMinistry of Commerce,Guangdong Provi

238、ncial GovernmentScaleLarge scaleNext editionTwo phases,from 15 April 2024,135th editionWebsitehttps:/ presenceStrong,but mainly for companies participating individually.National pavilions rarely organised by Member States,previously only in the case of Sweden.In our opinionAt its 135th edition,the C

239、anton Fair is one of the trade fairs with the longest history and influence in China.It is organised every year for several weeks(divided into two different“phases”).Focusing on both imports and exports from Chinese suppliers,the Canton Fair sees a massive participation of exhibitors from all over t

240、he world,especially buyers and wholesalers.It acts as a gateway for the wider Asian continent,and remains one of the most-attended trade fairs by European businesses,especially SMEs.The China IP SME Helpdesk has participated in the Canton Fair in the past,although not since before the pandemic.The C

241、anton Fair does not have a sectoral focus,therefore it is not ideal for exhibitors looking for a highly-specialised audience.It also extends over a massive area and therefore is relatively fragmented.3.China International Fair for Trade in Services(CIFTIS)LocationBeijing,China National Convention Ce

242、ntre(Shougang)FocusImport and export of servicesOrganisersMinistry of Commerce,Beijing Municipal GovernmentScaleLarge scaleNext edition1-5 September 2024,11th editionWebsitehttps:/www.ciftis.org/enEU presenceStrong,national pavilions regularly organised by Member States,including:Austria,Estonia,Fra

243、nce,Ireland,Italy,Latvia,and Netherlands.Furthermore,Ireland will be country of honour for the upcoming 2024 edition,with a planned Minister-level visit.In our opinionCIFTIS was launched as the counterpart of CIIE in the trade in services field.Hosted in Beijings Shougang complex,CIFTIS sees the par

244、ticipation of top government officials as well as repre-sentatives from foreign countries,and as such it receives extensive media coverage.It attracts a solid presence of foreign exhibitors,showcasing their services in the field of commercial and legal services,tourism,education,etc.Some EU Member S

245、tates normally organise small pavilions.The EU SME Centre and the China IP SME Helpdesk participated in the last three editions.Although focusing on trade in services,the sectors covered are broad.Exhibitors include mainly global brands,rather than SMEs.However,many visitors are not professional vis

246、itors,therefore might not be ideal for exhibitors looking for a highly-specialised audience.However,CIFTIS is a good platform for marketing and branding activities.EUSMECentre264.China International Consumer Products Expo(Hainan Expo)LocationHaikou,HainanFocusImported consumer goodsOrganisersMinistr

247、y of Commerce,Hainan Provincial GovernmentScaleLarge scaleNext edition1318 April 2024,4th editionWebsitehttps:/ presenceStrong,several national pavilions regularly organised,including:Czechia,France(country of honour in 2022),Ireland,and Italy(country of honour in 2023).In our opinionThe Hainan Expo

248、 is another major fair recently inaugurated by Chinas top leadership to promote the Hainan Free Trade Port.It is strongly supported by the government,and therefore sees strong coverage by media and participation from institutions.Since its launch in 2021,the Hainan Expo has gained popularity:the num

249、ber of national pavilions organised by foreign countries including EU Member States has grown.The Hainan Expo focuses on imported consumer goods,especially fashion,jewellery,cosmetics,luxury,and F&B.The EU SME Centre has participated since the first edition in 2021;in 2023,it conducted a series of i

250、nterviews with EU exhibitors,see:https:/ Hainan Expo sees the participation of a number of globally-leading brands,which use the platform for marketing activities and branding,often offering discounted prices on the spot and thus attracting most of the visitors.This partly explains high exhibiting f

251、ees.At the same time,this makes EU SMEs suffer in terms of visibility and competition from non-EU competitors,although feedback received overall has been positive.The Hainan Expo has the potential of becoming a large influential fair in the wider region.5.Western China International Fair(WCIF)Locati

252、onChengdu,SichuanOrganisersNational Development and Reform Commission,Ministry of Commerce,Ministry of Science and Technology,Sichuan Provincial Government,etc.ScaleMid-scaleNext editionJuly 2024(TBC),20th editionWebsitehttp:/ presenceNational pavilions from EU Member States organised in past editio

253、ns,including from Czechia and Poland.Furthermore,the EU-China Business and Technology Fair is often organised in conjunction with WCIF,entirely dedicated to EU companies.In our opinionThe Western China International Fair positions itself as the main show in Chinas Southwestern region focusing on int

254、ernational business.It is strongly promoted by the government,and therefore sees strong coverage by media and participation from institutions including foreign countries.It is often organised in conjunction with the EU-China Business and Technology Cooperation Fair,and at the same time hosts a numbe

255、r of conferences and fora.It represents an interesting platform for exploring the potential of Chinas rapidly growing southwestern region,although the fairs coverage remain broad and not sector-specific.The EU SME Centre has visited the fair in one of the past editions.Guide to Trade Fairs in China2

256、76.EU-China Business and Technology Cooperation FairLocationChengdu,SichuanFocusEU-China cooperationOrganisersChina Council for the Promotion of International Trade,European Union Chamber of Commerce in China(EUCCC)ScaleSmall scaleNext editionSecond half of 2024(TBC),18th editionWebsitehttps:/ prese

257、nceStrong,companies participating individually.In our opinionThe EU-China Business and Technology Cooperation Fair is a flagship event organised every year,within the framework of the Western China International Fair.The fair aims to highlight EU-China cooperation,especially in fields such as climat

258、e and environment.It is highly specific for EU companies though in the most recent editions the number of SMEs was small;at the same time,the fair is not comparable to other fairs in terms of professional visitors,however it remains a good platform for marketing and branding purpose as well as to ex

259、plore opportunities in Chinas rapidly growing southwestern region also considering overall low costs of participation.EUSMECentre28Industry sector1.China International Industry Fair(CIIF)LocationShanghai,National Exhibition and Convention CentreOrganisersMinistry of Industry and Information Technolo

260、gy,National Development and Reform Commission,Ministry of Science and Technology,Shanghai Municipal Government,etc.ScaleLarge scaleNext edition24-28 September 2024,24th editionWebsitehttps:/www.ciif- presenceStrong.National pavilions regularly organised by Italy and Germany.Individual participation

261、of companies from Austria and Denmark.In our opinionCIIF is arguably the most influential fair in China for the industry sector,covering various fields such as software,robotics,automation,ICT,environment technologies,etc.It is strongly supported by the central government and by the Shanghai municip

262、al government,and therefore it receives strong media coverage.It regularly hosts a number of side events and has also an area for academic exhibitors,making it a good platform to explore industry-university collaborations.CIIF is well attended by companies from countries with strong manufacturing ca

263、pabilities,espe-cially Germany,Italy,but also Japan and Korea.Most companies are big brands and industry leaders,but there is also relatively solid presence from innovative SMEs.The EU SME Centre and the China IP SME Helpdesk participated with their own booth in the last edition.2.China(Tianjin)Inte

264、rnational Industry Expo(Tianjin CIEX)LocationTianjinOrganisersChina Machinery Industry Federation,China Council for the Promotion of International Trade Machinery Sub-CouncilScaleLarge scaleNext edition69 March 2024,20th editionWebsitehttps:/tj.ciex- presenceMember States with strong manufacturing i

265、ndustry,especially Germany(national pavilion organised)In our opinionTianjin CIEX is,arguably,the second most influential fair in China in the industry sector.Although smaller than CIIF in Shanghai,Tianjin CIEX sees a large amount of exhibitors and visitors,espe-cially representing industrial machin

266、ery for which the city of Tianjin is renowned for.Tianjin CIEX also sees a solid participation of SMEs,including from foreign countries especially Germany.The China IP SME Helpdesk participated in the 2021 edition of the fair.Guide to Trade Fairs in China293.IE expo ChinaLocationShanghai;Guangzhou&S

267、henzhen,Guangdong;Chengdu,SichuanOrganisersMesse MnchenScaleLarge scaleNext edition1820 April 2024(Shanghai);2628 June 2024(Chengdu),2325 September 2025(Shenzhen)Websitehttps:/www.ie- presenceStrong,but mainly for companies participating individually.National pavilions regularly organised by Germany

268、 and Netherlands,and in past editions by Austria,Belgium(Flanders).In our opinionIE Expo claims to be the largest environmental trade show in Asia certainly is one of the most influential ones in China for environment and climate-related technologies and solutions.It is organised by an international

269、 fair organiser,in different sessions and cities across China,among which the Shanghai session stands out in terms of attention and participation,especially from international exhibitors and visitors.The Shenzhen and especially Chengdu editions are more recent,but already highly popular and growing.

270、Neither the EU SME Centre nor the China IP SME Helpdesk have participated in the fair,however it has long been on the radar.4.Aquatech ChinaLocationShanghaiNatureInternationalOrganisersRAI AmsterdamScaleSmall scaleNext edition1113 December 2024(Shanghai)Websitehttps:/ presenceStrong,but mainly for c

271、ompanies participating individually.National pavilion organised in past editions by Netherlands.Supported by the EU-China Water Cooperation Platform and often by the EU SME Centre.In our opinionAquatech China is a relatively smaller fair,not comparable to national-level,cross-sector fairs organised

272、in China,both in terms of exhibition scale and visitors.However,it is highly-specific for all water-related technologies and services,and therefore highly influential in the sector and in the broader Asia-Pacific region,also thanks to numerous sectoral conferences and events organised.It is organise

273、d by an RAI Amsterdam,which provides strong support to EU exhibitors.Aquatech China also sees a strong participation of SMEs,including from foreign countries.In the past,the participation of EU companies has been supported by the EU SME Centre,as well as by the EU-China Water Cooperation Platform.EU

274、SMECentre305.bauma ChinaLocationShanghaiOrganisersMesse MnchenScaleLarge scaleNext edition2629 November 2024Websitehttps:/bauma- presenceAverage.National pavilions organised by Austria and Italy.In our opinionbauma China is the most influential fair in China for the construction industry.It is organ

275、ised by an international fair organiser,every year receiving a large number of professional visitors.Although it is dominated by large,global brands,there is a noteworthy presence of SMEs as well.Neither the EU SME Centre nor the China IP SME Helpdesk have participated in bauma China,however some in

276、dustry associations and consortia of EU Member States in the past have organised a presence in the fair.6.Electronica ChinaLocationShanghai;Shenzhen,GuangdongOrganisersMesse MnchenScaleMid-scaleNext edition810 July 2024(Shanghai)Websitehttps:/ presenceAverage.National pavilion organised in past edit

277、ions by Germany.Participation of individual companies from Austria and Italy.In our opinionElectronica China is one of the most influential fairs in China for electronic components,systems,applications and solutions.It is organised by an international fair organiser,twice a year in Shanghai and Shen

278、zhen.The Shanghai edition in particular stands out for number of exhibitors and professional visitors.The majority of exhibitors are large companies,including domestic industry leaders.Among foreign exhibitors,German and Japanese companies are the most active.Neither the EU SME Centre nor the China

279、IP SME Helpdesk have participated in Electronica China.Guide to Trade Fairs in China317.China International Chemical Industry Fair(ICIF China)LocationShanghaiOrganisersChina Council for the Promotion of International Trade,China Petroleum and Chemical Industry FederationScaleLarge scaleNext edition1

280、921 September 2024,21st editionWebsitehttp:/ presenceStrong,but mainly for companies participating individually.National pavilions not organised by Member States.In our opinionICIF China is the most influential fair in China in the chemical sector,strongly supported by CCPIT as well as industry asso

281、ciations.It receives strong media coverage and sees the participation of numerous exhibitors and visitors.The absolute majority of exhibitors are large companies,therefore the fair represents a good platform for SMEs to connect with large industry players(including global industry leaders as well as

282、 Chinese state-owned companies,which dominate the sector in China)as well as research and academic actors.Among foreign exhibitors,German and French companies are the most active.Neither the EU SME Centre nor the China IP SME Helpdesk have participated in ICIF China.8.China Hi-Tech Fair(CHTF)Locatio

283、nShenzhen,Guangdong provinceOrganisersMinistry of Commerce,Ministry of Industry and Information Technology,National Development and Reform Commission,Ministry of Science and Technology,Shenzhen Municipal Government,etc.ScaleMid-scaleNext editionNovember 2024(TBC),26th editionWebsitehttps:/ presenceC

284、ompanies from several Member States have participated in previous editions.National pavilions regularly organised by EU Member States,including Austria,Belgium(Flanders),Czechia,Latvia,Poland,Spain.The EU SME Centre and the China IP SME Helpdesk partici-pated in the latest 2023 edition,with their ow

285、n booth.In our opinionCHTF is a renowned fair taking place in Chinas most innovative city Shenzhen.It is an influential and rapidly growing fair,for companies exhibiting innovative and high-tech products,especially relating to advanced manufacturing,smart cities,as well as circular economy and clean

286、 energy.It hosts a number of conferences and side events,and has an ad hoc international exhibition area.CHTF sees a strong participation of SMEs,which may benefit from support and attractive solutions from the fair organisers.There are many non-professional visitors(i.e.individuals curious about ne

287、w technology devel-opments),therefore CHTF also represents a good platform for marketing and branding also thanks to strong coverage from media and institutions.The EU SME Centre and the China IP SME Helpdesk participated in the last 2023 edition,with their own booth.EUSMECentre329.IntertextileLocat

288、ionShanghai,National Exhibition and Convention Centre;ShenzhenOrganisersChina Council for the Promotion of International Trade(Textile Industry Sub-Council),China Textile Information Center,Messe Frankfurt(HK)Co.,Ltd.ScaleLarge scaleNext edition68 March 2024(Shanghai);57 June 2024(Shenzhen),2729 Aug

289、ust 2024(Shanghai)Websitehttp:/ presenceStrong,but mainly for companies participating individually,including from Austria and Germany.National pavilion organised by ItalyIn our opinionIntertextile is Chinas leading fair in the textile and apparel sector,including machinery.It is organised three time

290、s per year,and it is open to trade visitors and buyers only making it espe-cially relevant for exhibitors looking for business opportunities.The EU SME Centre and China IP SME Helpdesk have not participated in the most recent editions of the fair,however a number of foreign SMEs usually do,especiall

291、y from Italy,which is normally the most represented foreign country in the fair,followed by Japan).In the past,EURATEX has also organised a business delegation to participate in the fair.10.Cosmoprof AsiaLocationHong Kong SAR,Hong Kong Convention&Exhibition CentreOrganisersBolognaFiere,Informa Marke

292、ts Asia LtdScaleLarge scaleNext edition1315 November 2024Websitehttps:/www.cosmoprof- presenceStrong,national pavilions from a few Member States regularly organised,including:France,Latvia,Poland,Spain.In our opinionCosmoprof is the leading fair in Asia in the cosmetics and beauty sector.It is organ

293、ised every year in Hong Kong,by an international fair organiser.It sees a strong participation of foreign brands especially from France,Italy and Spain(though less than Korea and Japan,as well as from other competitors from United States,Australia,United Kingdom,Thailand,etc.).Among EU exhibitors,ma

294、ny are SMEs and niche brands.Cosmoprof sees a massive participation of professional visitors from mainland China as well as the broader Asia-Pacific region,therefore represents a good(but expensive)platform for connecting with businesses from different countries.The China IP SME Helpdesk used to par

295、ticipate regularly in Cosmoprof Asia until the beginning of the pandemic.Guide to Trade Fairs in China3311.China International Medical Equipment Fair(CMEF)LocationShanghai;ShenzhenOrganisersReed Sinopharm Exhibitions Co.,LtdScaleLarge scaleNext edition1114 April 2024(Shanghai);1215 November 2024(She

296、nzhen)Websitehttps:/ presenceStrong,but mostly for companies participating individually,especially from France,Germany,Italy and Poland.National pavilion regularly organised by Italy,and in previous editions by Austria and Poland.In our opinionCMEF is Chinas most influential fair in the medical equi

297、pment and medtech sector,already at its 89th edition.It is organised twice a year,in Shanghai and Shenzhen,by one of Chinas largest pharmaceutical companies(state-owned),and therefore receives strong media coverage and participation from both exhibitors and visitors,including international ones.CMEF

298、 also features a number of connected shows(e.g.in the field of rehabilitation,animal health)and side events such as academic conferences and workshop.The Shanghai edition in particular is more renowned in the EU and sees higher participation from foreign SMEs,compared to the Shenzhen edition.The Chi

299、na IP SME Helpdesk has regularly attended this fair,with the exception of the 2023 edition.12.China Beauty ExpoLocationShanghai;Hangzhou,ZhejiangOrganisersInforma marketsScaleLarge scaleNext edition2224 May 2024(Shanghai edition),1112 September 2024(Hangzhou edition)Websitehttps:/ presenceStrong,nat

300、ional pavilions from a few Member States regularly organised,including from Italy and SpainIn our opinionThe China Beauty Expo,especially the Shanghai edition,is one of Chinas leading international B2B fairs for the beauty industry,including cosmetics,professional beauty,as well as beauty supply.Alt

301、hough there are many international exhibitors,most of the exhibitors are Chinese manufacturers.EUSMECentre3413.Design ShanghaiLocationShanghai;ShenzhenOrganisersClarion eventsScaleLarge scale(especially the Shanghai edition)Next edition1922 June 2024(Shanghai edition),11th editionWebsitehttps:/ pres

302、enceStrong,national pavilions from a few Member States regularly organised,including from Austria,Czechia and SpainIn our opinionDesign Shanghai is Chinas leading show for design,and also one of the biggest in Asia.It focuses on four main segments:(i)furniture and lighting;(ii)kitchen and bathroom;(

303、iii)living and lifestyle;and(iv)new materials and applications.The show sees a large participation of international firms and brands,and enjoys a strong interna-tional reputation thanks to its UK roots.The majority of visitors are architects and designers,The Shanghai edition also normally hosts the

304、 Sustainable Design China Summit,as well as a number of workshops and conferences.Other trade fairs in the industry sector which have seen the participation of EU Member States are:China CNC Machine Tool Fair,Shanghai(National pavilions organised by Czechia and Spain)China International Machine Tool

305、 Fair,Beijing(National pavilions organised by Czechia and Italy)VIV China Expo(National pavilion organised by Netherlands)China Glass(National pavilion organised by Italy)ProPak China(National pavilion organised by Italy)Ecomondo China,Chengdu CDEPE(National pavilion organised by Italy)ITMA Asia+CIT

306、ME(National pavilion organised by Italy)Chinaplas(National pavilion organised by Austria)Marintec China(National pavilions organised by Austria and Germany)Automechanika Shanghai(National pavilions organised by Germany and Spain)Auto Shanghai(National pavilion organised by Germany,individual partici

307、pation of Spanish companies)China International Agricultural Machinery Exhibition(National pavilion organised by Italy)China Agricultural Hi-Tech Fair(National pavilion organised by Netherlands)China Nanjing International Intelligent Agriculture Expo(National pavilion organised by Netherlands)China

308、Animal Husbandry Expo(National pavilions organised by France and Netherlands)Horti China Expo(National pavilion organised by Netherlands)HortiflorExpo IPM(National pavilion organised by Netherlands)Kunming International Flower Expo(National pavilion organised by Netherlands)South China Beauty Expo(N

309、ational pavilion organised by Italy)Beijing International Hydrogen Technology&Equipment Exhibition(National pavilion organised by Sweden);HICOOL Global Entrepreneur Summit,Beijing(National pavilion organised by Sweden)APLF Leather&Materials Hong Kong(National pavilion organised by Spain)World Winter

310、 Sports Expo(WWSE)(National pavilion organised by Italy)China International Book Fair(National pavilion organised by Italy)China Childrens Book Fair(National pavilions organised by Austria and Italy)China International Education Expo(National pavilion organised by Spain)Pet Fair Asia(National pavili

311、on organised in past editions by Poland)China International Fair for Trade and Investment Xiamen(National pavilion organised by Spain)Guide to Trade Fairs in China35Food&beverage sector1.SIAL ChinaLocationShanghai;ShenzhenOrganisersFrance Comexposium GroupScaleLarge scale(Shanghai);small scale(Shenz

312、hen)Next edition2830 May 2024(Shanghai),24 September 2024(Shenzhen)Websitehttps:/ presenceStrong,several national pavilions from EU Member States regularly organised,including:Czechia,Estonia,France,Germany,Ireland(country of honour in 2023),Latvia,Netherlands,Poland,Spain,and Sweden.In our opinionS

313、IAL China is a global flagship event for the F&B industry,certainly the most influential in the country.The Shanghai edition is the older,more influential,while the Shenzhen edition has been inaugurated only in recent years given the strong growth of SIAL China.Every year,it sees the participation o

314、f a massive number of exhibitors from all countries around the world and visitors,both professional and standard individuals.This makes the fair ideal for both business and marketing purposes.The number of visitors from the EU,including SMEs,is strong;national pavilions are regularly organised by EU

315、 Member States representations.However,competition is extremely fierce,and exhibiting fees high compared to other fairs in the sector.The EU SME Centre and the China IP SME Helpdesk have regularly participated in the fair.2.Anuga Select China(formerly known as ANUFOOD)LocationShenzhen,GuangdongOrgan

316、isersKoelnmesseScaleLarge scaleNext edition2426 April 2024Websitehttps:/www.anuga- presenceStrong,about one-fifth of exhibitors,but mostly participating individually.National pavilions are only occasionally organised by Member States,including:Austria,Belgium(Flanders),Czechia,Poland.Visit from EU a

317、gri-food business delegation in 2024.In our opinionAnuga Select China,until recently known as ANUFOOD China,is a key F&B event in southern China.Arguably,it is the second most-renowned and attended fair in the sector in China,after SIAL,but many prefer it due to lower exhibition fees required.Simila

318、r to SIAL China,however,Anuga sees every year a large participation from both exhibitors(though less SMEs)and visitors(both professionals and standard visitors).EU exhibitors generally account for one-fifth of total exhibitors,often thanks to national pavilions organised by Member State representati

319、ons.Numerous side events organised offer the possibility to interact with a wide range of industry professionals.The EU SME Centre and the China IP SME Helpdesk have participated in previous editions of the fair,although not recently.EUSMECentre363.China Food and Drinks Fair(CFDF)LocationChengdu,Sic

320、huanOrganisersChina Candy Industry and Alcoholic Drinks Group Co.,Chengdu Expo BureauScaleLarge scaleNext edition2022 March 2024,110th editionWebsitehttp:/ presenceStrong,national pavilions are regularly organised by several EU Member States,including:Czechia,France,Poland,Spain.Strong participation

321、 also from EU companies participating individually.In our opinionThe China Food and Drinks Fair is an influential fair in Chengdu.It focuses mostly on wine and sweets products,compared to other F&B categories.Compared to SIAL and Anuga,there is a stronger participation of domestic F&B producers,incl

322、uding large state-owned groups.Therefore,it represents an interesting platform for connecting with local producers,operating at both the national level and locally in Chinas rapidly growing southwestern region.Neither the EU SME Centre nor the China IP SME Helpdesk have recently participated in the

323、fair,but a number of EU Member States regularly organise participation of their businesses.4.Food&Hospitality China(FHC Shanghai)LocationShanghai,New International Expo CentreOrganisersInforma Markets,Shanghai Cuisine Association,etc.ScaleLarge scaleNext editionNovember 2024(TBC),27th editionWebsite

324、https:/ presenceStrong,an EU-wide pavilion was organised in 2023,and tentatively again in 2024.National pavilions are regularly organised by several EU Member States,including Austria,Czechia and France.In our opinionThe Food&Hospitality China Expo is one of the most renowned fairs in China the F&B

325、and hospital sector.Key areas of focus include meat products,dairy products,snacks and confectionery,seasonings and oil,soft drinks,baking products,food supply chain,processing and packaging,pre-cooked food,etc.With a long history of nearly 30 years,the show every year sees the partici-pation of a l

326、arge number of foreign exhibitors,including from the EU.A number of summits,fora,conferences as well as competitions regularly take place during the show.Guide to Trade Fairs in China375.Interwine China LocationGuangzhou and Shenzhen,GuangdongOrganisersKetong International ExhibitionScaleSmall scale

327、Next edition2325 June 2024(Guangzhou),24th edition;1214 July 2024(Shenzhen)Websitehttp:/www.interwine.org/EU presenceStrong,but mainly for companies participating individually,including from Austria and Greece.National pavilion organised in past editions by Austria.In our opinionInterwine China is a

328、 relatively small fair organised in Guangdong province,focusing exclusively on wine.It is mostly targeted at the B2B channel and therefore offers a good platform for EU wine businesses operating in this area.The fair organiser also offers a wide range of support services,including logistics for exhi

329、biting products.Neither the EU SME Centre nor the China IP SME Helpdesk have recently participated in the fair,but a number of EU Member States regularly organise participation of their businesses,including through national pavilions.6.Shenzhen International Wine and Spirits Fair(Wine2Asia)LocationS

330、henzhen,GuangdongOrganisersVerona FiereScaleSmall scaleNext edition911 May 2024Websitehttp:/ presenceStrong,but mainly for companies participating individually.National pavilions organised by Belgium(Flanders)and Italy.In our opinionWine2Asia China is a relatively small fair organised in Shenzhen,fo

331、cusing exclusively on wine and spirits.It is organised by an international fair organiser.Among foreign exhibitors,EU exhibitors account for the absolute majority,through national pavilions or thematic pavilions(e.g.“fine wines”pavilion).At the same time,there is a noteworthy presence of non-EU exhi

332、bitors,especially from Latin America.Furthermore,there is a large participation of Chinese wine distributors and local producers(including of fine wine),making the fair a good platform for connecting with partners and understanding new trends in the Chinese wine industry.Neither the EU SME Centre no

333、r the China IP SME Helpdesk have recently participated in the fair.EUSMECentre387.Global Geographical Indication Product Expo(Global GI Expo)LocationLuzhou,SichuanOrganisersLuzhou Municipal Government,CCPIT Sichuan,Ministry of Commerce,Sichuan Provincial GovernmentScaleSmall scaleNext editionSeptember 2024(TBC),3rd editionWebsitehttp:/:8081/EU presenceVery strong,EU-wide pavilion organised in prev