367,000 square meters, 3,400 exhibitors, 400,000 visitors, and a US $78.4 billion worth of deals signed – CIIE 2023 (China International Import Expo) was a huge success! After two years of online events due to the pandemic, this year the expo returned to its offline version in full force, making it the largest CIIE yet. Our team also participated in this dynamic event, returning not only with valuable insights and dozens of new connections but also with bags full of SWAG and high adrenaline.
PTL Group team visiting CIIE 2023
What is CIIE and what does it offer for international companies?
Since 2018, the CIIE has been an annual event in early November at the Shanghai National Exhibition and Convention Center, driven by the initiative and sponsorship of the Chinese Government. Spanning extensive exhibition grounds, the expo features a notable representation of the world’s leading technology companies doing business in China. What sets CIIE apart from other expos in China is its distinct emphasis on China’s imports. In other words, rather than promoting China-out, CIIE is entirely focused on China-in. This focus makes China’s CIIE an invitation for international companies seeking to tap into the Chinese market by selling to consumers in the world’s second-largest economy.
Thus, CIIE serves as a unique opportunity for international brands and trading companies to gain exposure in front of sizable audiences, and establish and nurture connections with both local and international players, including Chinese government officials. It provides a platform for face-to-face interactions with potential clients, distributors, and strategic partners, emphasizing the importance of personal connections (guanxi) in achieving business success in China.
Does it sound like an opportunity you’d like to explore? Read more on trading services in China
An electrifying atmosphere
Among the over 400 thousand attendees at the six-day expo were four representatives from our Shanghai office: Pierre Yves Guyennon (Head of Sales), Yael Farjun (China BD, Partnership, and Marketing Manager), Yueming Wu (China Sales Representative), and Bella Sun, (Marketing Assistant). As Yael described it, “This year’s CIIE finally lived up to everything we had heard about it before”. The massive exhibition space was divided into six main sections: Intelligent Industry and Information Technology, Automobiles, Food and Agriculture, Consumer Goods, Medicine and Healthcare, and Service Trade. Nevertheless, it felt like one big, vibrant celebration with colors, dazzling lights, impressive booth architecture, and constant hustle and bustle. Extravagant pavilions by international chambers of commerce and conglomerates stood alongside smaller startups and SMEs. Meeting rooms were organized across the second floor. The atmosphere was set for business. And, yes, CIIE had something for everyone.
CIIE 2023 – The best show in town
“While it was the 6th CIIE, this year was exceptional”, says Yael. “We are used to seeing company representatives just hanging around at their pavilions, waiting for visitors to show interest. But this year, everyone made an effort to attract attention”. Indeed, this year, companies have gone above and beyond to provoke interest and provide the best show in town: From offering simple raffles, giveaways, or toasting in exchange for following their QR codes, through on-site demos of cutting-edge technology (AR, VR, Robotics, and more), to major events like new product launch, press conferences, panel discussions, signing new partnerships and more.
Besides these private initiatives by the different presenting companies, central events took place on public stages at the entrance of each hall. Whether big or small, on the main stage or in the pavilions – the events created huge excitement and media interest, with lines circling some of the most popular booths. Understandably, after two years of online CIIE, people seemed eager to reconnect in person, explore the latest technology, and soak in the unique exhibition experience. So, as you can imagine, with so much enthusiasm in the air, there was a lot of handshaking too… Local and international sales reps, senior managers, business owners, “regular” visitors, and even Chinese officials – All came together to mingle, ask questions, establish connections, meet one-on-one, join public panels, and affirm their shared commitment to the Chinese market.
The PTL Group team with our dear clients Atlantium at their booth
The after party
The CIIE festivities were not limited to the exhibition halls, with numerous business events held around the city that week. Nearly every country’s chamber of commerce hosted official gatherings, drawing top executives from firms operating in China to socialize and network over drinks in Shanghai. The lively CIIE after-party scene highlights the expo’s role in facilitating valuable face-to-face networking. Beyond the exhibition itself, the week catalyzes relationship-building through social gatherings that bring together influential figures and stakeholders in China’s business community. We, too, decided to take advantage of the opportunity, and held our annual Partners’ Network event. Despite the rain, dozens of our friends, partners, and clients in China showed up for an enjoyable evening. We had the pleasure and privilege to have Ruddy Swinnen, Founding Partner at Wise Wings, as our speaker. Mr. Swinnen delivered an insightful session about assessment centers and how to make effective decisions about employee recruitment, assignment, and development.
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See you in CIIE 2024?
CIIE is the most visible and celebrated exhibition in China, meaning that any country and company interested in establishing a good brand in China should be participating. If you are a B2B technology company with unique, innovative products or services, you might want to consider being there next year… Here are five initial tips to help you get started:
- Prepare a business card featuring your name, company name, and QR codes to your personal and company’s WeChat accounts
- Offer “green” giveaways; Avoid wasteful printed or plastic materials
- Research your target audience and design your booth activities accordingly
- Set time to explore the show as a visitor and hold one-on-one meetings
- Prepare culturally
In the meantime, it’s worth taking the time and start preparing with all of the above. Read more on PTL Group’s online & offline exhibition support and B2B marketing localization in China, and get in touch today. By all means, we will be there next year, we’re looking forward to seeing you too!
