For European SMEs without local resources operating on the ground in the Chinese market, participating in trade fairs in China remains an effective approach to meet potential business partners. However, without full preparation and a tailored strategy, taking part in a trade fair is unlikely to bring significant benefits to exhibitors in the short term. Besides, exhibitors choose to participate in trade fairs for different reasons, including marketing and branding strategies. Even selecting which trade fair to attend is a key decision that requires careful analysis and evaluation. 

This report from the EU SME Centre and the China IP Helpdesk aims to provide EU SMEs with a comprehensive and practical overview, updated for 2024, of how they can get ready and maximise the potential benefits of participating in Chinese trade fairs. Check it out now!