1. China hosts over 50 major tradeshows each year, focused in key economic regions like the Yangtze River Delta and Pearl River Delta. 2. Major cities that host tradeshows include Beijing, Shanghai, Guangzhou, which attract thousands of exhibitors annually and millions of visitors. 3. The two largest annual tradeshows are the China Import and Export Fair in Guangzhou (Canton Fair) and China International Import Expo in Shanghai. 4. Successful marketing at Chinese tradeshows requires understanding Chinese culture and business practices, as well as partnering with local representatives. Both opportunities and challenges exist for foreign companies entering the

1. The Dragon Has Arrived
China and Expositions
Presented by
Chris Kappes
Ralph Miller
Hua Xu
Danielle Xu
1

2. What’s all the noise about China?
With a population of 1.3B and expanding middle class, the Chinese market offers one of the
richest opportunities for business development and market expansion. Trade shows are
growing exponentially in this geo to support the growth.
This session will dive into:
The latest news from China from the front-line
Marketing in China…it different and why
Tradeshows in China….key shows and venues
Tradeshows in China…what works and what doesn’t
Expectations of an exhibition in China from an American exhibitor’s view
Managing a China project from the US…how?
Challenges and opportunities?
Case studies
Put your toe in the water and start your own ripple within your company about exhibiting in
China.
2

3. Bios:
Ms. Xu Hua: Vice Secretary General of Shanghai Convention & Exhibition
Association
Mr. Ralph Miller: Producer
Ms. Danielle Xu: Senior Account Executive, 3D Exhibits
Chris Kappes: SVP: Strategic Alliances, 3D
3

4. The Year of Dragon Ended
Successfully!
Now The Year of Snake Brings
Prosperity and Peace.
Calm on the Surface, It is Intense
and Passionate.
4

5. China overview: Chinese economy is developing
rapidly. With the big population and expanding middle
class, the Chinese market attracts attention all over the
world. “Made in China” is expanding as more and more
Chinese companies want and need to build their brand
names and recognition globally. China must set up
bridges that connect this ancient country towards the
new world.
5

6. The Dragon Has Arrived
1. China overview …………….……………………………………………..……........Page# 4
2. Marketing in China………………………………………………………..………….Page# 9
3. Tradeshows in China ………………………………….……………………….…...Page# 14
4. Tradeshows in China – it is different and difficult ……….………….…..….....Page# 23
5. Managing your expectations ………………………………………………...…….Page# 32
6. Managing a China project from the US ………………………...………………..Page# 32
7. What they don’t tell you about exhibiting in China …………………….….…..Page# 32
8. Exhibiting in China has it’s challenges and opportunities ………………......Page# 38
6

7. 1. China Overview
7

8. Why China?
Population：1,347,350,000
A Big Country with 9.60 Million Sq. KM
8

9. China, A Country with the Biggest Population
in the World
The power of Chinese Economy = Everything x 1.3 Billion
9

10. GDP from the Year of 2000 to the Year of 2011
7.30 Million USD
10

11. A Country Successfully Hosted
the Olympic Games
A Country Wonderfully
Presented the World EXPO.
A Country Becomes One of the
World’s Top Luxury Markets in
2011.
11

12. An Estimated 18,000 Billionaires are there in China!
A Super Rich Class of around 880,000 Millionaires is Rising!
A Middle Class of 200 Million People Who Have High Purchasing Power and are
Willing to Spend MONEY! 12

13. China Has Already Become the World’s The Year of 2012
No.1 Luxury Market in 2012. The Year of 2011
34%
29%
25% 27%
15% 14% 15% 18%
9% 12%
Others
13

14. Luxurious Products Purchasing
The Top 10 Chinese Cities
SHANGHAI
BEIJING
HANGZHOU
CHENGDU
DALIAN
QINGDAO
FUZHOU
CHONGQING
ZHEGNZHOU
SHENZHEGN 14

15. China Has Built up a Big Stage
that Welcomes People All Over
the World.
China Needs Bridges that can
Connect this Ancient Country to
the World.
15

16. What is the Attraction?
16

17. Hear the Noise about China:
* Broad-Based Opportunity
* Competition SWOT
* Differentiation vs. Local and International Competition
* 5000+ Year-Old Culture
* Highly Mobile Mass Population
* Growing Elite Class: Super – Upper - Topper
17

18. 2. Marketing in China:
Learn about how successful companies
market in China and what not to do in this
diverse culture.
18

19. You Need not to Sell China!
By Helping China sell Itself, You will be
Virtually Assured Grand Profits and Success.
Bucking the Trend is Successful for Only a
Fortunate Few.
The Choice is Yours.
19

20. Marketing in China
Become a part of the Market and Culture.
Marketing from Within.
20

21. Marketing in China:
Yangtze River Delta Economic Zone:
Shanghai, Nanjing, Suzhou, Wuxi,
Hangzhou and Ningbo
North China Sea Economic
Development Zone:
Beijing, Tianjin, Hebei, Shan Dong,
and Liao Ning
Zhujiang River Delta Economic
Development Zone:
Guangdong, Fujian, Jiangxi, Hunan,
Sichuan, and Hainan.
China’s Special Economic
Development Zone:
Hong Kong and Macau
21

22. Beijing
– Capital of China
The Only Chinese City that is
Ranked as One of the Top 10
International Convention Cities in
the World.
22

23. Shanghai – No. 1 City in China
Population: 23 Million
Total Space: 6340 Sq. KM
Sister City of San Francisco, Chicago, Winston Salem, and Montreal of North America.
23

24. Guangzhou
Population: 12.7 Million
Total Space 7434 Sq. KM
This is the City that Hosts China Import and
Export Fair, the Biggest Trade Fair in the World.
24

25. Hong Kong
Special Administrative Region
25

26. Million
9.53
Three Major Cities Comparison in 2011
Shanghai
8.37
Beijing
700
7.35
Guangzhou
674
Shanghai
Million
0.98
Guangzhou
486 20M
20
Beijing
Shanghai
370
14 13
0.46
Beijing
Guangzhou
0.41
Guangzhou
Beijing
Shanghai
Exhibition Numbers Space Over 100,000 Sq.M Venue Space Gross Exhibition Space
Exhibition Numbers 26

27. 3. Tradeshows in China
27

28. Tradeshows in China:
• Every year, China hosts more than 50 first-class shows and exhibitions. Hear
about the major shows, key venues an examples of major exhibitors. Learn about
Key cities and key venues: Shanghai, Beijing, Guangzhou, Hong Kong.
• Understand the profile of top shows in various industries and attendance.
• Learn how to work with the government
28

29. Direct Revenue From the Convention
and Exhibition Industry in Shanghai:
2.4 Billion USD
29

30. Exhibit Benefits
Other Industries:
Transportation,
Tourism, Hotel,
Restaurant, Retail,
Insurance,
Advertising and
Designing, etc.
30

31. EXPO & Convention Centers in China
Total EXPO & Convention Centers Numbers: More than 300
Exhibition Space Area: 50.5 Million Sq. M
Average Yearly Occupancy Rate: 15%
The Growth Rate of Exhibit Space from 2001 to 2011 is 10 Times.
31

32. BEIJING
Beijing National Convention Center
Total Space: 530,000 Sq. M.
32

33. China International Exhibition Center
National Agriculture Exhibition Hall
33

34. GUANGZHOU
Guangzhou International Convention and
Exhibition Center
Total Space: 500,000 Sq. M.
Venue for China Import and Export Fair
34

35. HARBIN
Harbin International Convention and
Sports Center
Total Space: 360,000 Sq. M
35

36. CHONGQING
Chongqing International EXPO Center
Total Space: 200,000 Sq. M
36

37. ZHENGZHOU
Zhengzhou International Convention and Exhibition Center
Total Space: 210,000 Sq. M
37

38. ZHEJIANG
Zhejiang International Trade EXPO Center
Total Space: 100,000 Sq. M
38

39. SHANGHAI
Shanghai New International
EXPO Center
Total Space: 200,000 Sq. M
39

40. Occupancy Rate at SNIEC
40

41. Growth of Exhibit Space at SNIEC
Sold Space (million sqm)
5 4.78
4.5
3.863 3.93
4 3.599
3.5 3.195
2.841
3
2.383
2.5
1.93
2
1.5
0.881 1.015
1
0.5
0
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
41

42. Shanghai World EXPO Convention and Exhibition Center
Total Space: 100,000 Sq. M
42

43. Shanghai Pudong EXPO
Total Space: 145,000 Sq. M
43

44. INTEX Shanghai
Shanghai Exhibition Center
Shanghai International
Convention Center
Shanghai Everbright
Convention & Exhibition
Center 44

45. CHINA EXPO COMPLEX (CEC)
CEC will have total indoor space of 400,000 Sq.M.
In 2015, Shanghai will have a total of 800,000 Sq. M Exhibition Area. 45

46. 4. Tradeshows in China
– it is different and difficult
46

47. 上海市展览业管理办法上海市人民政府令第47号令
上海市展览业管理办法
上海市人民政府令第47号令
第一章 总则
第一条 （目的依据）
为了规范展览经营行为，完善展览业发展环境，增强城市综合服务功能，根据国
家有关法律、法规，结合本市实际，制定本办法。
第二条 （定义）
本办法所称展览，是指举办单位（包括主办单位和承办单位）以招展方式在固
定的场馆及预定时期内举办，通过物品、技术或者服务的展示，进行信息交流，促进
科技、贸易发展的商业性活动。
本办法所称主办单位，是指负责制定展览的实施方案和计划，对招展办展活动
进行统筹、组织和安排，并对招展办展活动承担主要责任的单位。
Government Supports. 本办法所称承办单位，是指根据与主办单位的协议，负责布展、展品运输、安
全保卫以及其他具体展览事项的单位。
第三条 （适用范围）
本市行政区域内有关展览的经营行为以及相关管理活动，适用本办法。
非营利性的展示活动以及以现场销售为主的展销活动，不适用本办法。
第四条 （原则）
本市对展览业的发展与规范，实行遵循市场规则、倡导有序竞争、鼓励行业自
Policy Protects the Industry. 律、进行适度监管、依法维护展览活动各方合法权益的原则。
第五条 （管理部门）
上海市对外经济贸易委员会（以下简称市外经贸委）负责对本市展览业的规范
与发展进行统筹规划与协调。
经济、工商、科技、教育、公安、旅游、知识产权等有关行政管理部门按照各
自职责，做好展览业相关管理工作。
第六条 （行业组织）
展览行业组织应当在制定行业服务规范、建立展览评估体系、组织展览数据统
计、发布展览资讯信息以及引导会员规范经营等方面，发挥积极作用。
各类专业性行业组织应当在利用专业信息资源，组织、举办专业性展览的活动
中，发挥自律作用。
第二章 招展与办展
第七条 （主办单位的明确）
按规定应当由市外经贸委、市科学技术委员会（以下简称市科委）或者市教育
委员会（以下简称市教委）等有关行政管理部门审查的国际性展览项目（以下简称国
际展览），申请办理项目审查手续的单位为主办单位；无需申请办理项目审查手续的
展览，发布招展信息的单位为主办单位。
第八条 （举办国际展览的要求）
47
未经市外经贸委、市科委或者市教委等有关行政管理部门审查，不得擅自举办
国际展览。

48. The Fastest Developing Industries in China
Food
Banking
Medication
Heavy Machinery
Constructions and Building Materials
Automotive
Tourism
Environmental Protection
Communications & IT
Education
48

49. Famous Exhibits and Tradeshows in China
Auto China
Bauma China
China International Furniture Expo
Canton Fair (China Import & Export Fair)
China ASEAN Expo
China International Industry Fair
China International Bicycle Show
Hotelex
China International Beauty EXPO
China Textile Show
49

50. Auto Beijing and Auto Shanghai
Total Space (Sq. M) Visitors Exhibitors
2011
230000 715000 1748
50

51. A Global Market with Local Sophistication
51

52. China International Industry Fair
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Space Area 62,500 62,500 80,500 80,500 103,500 103,500 126,500 126,500 103,500 150,000
Exhibitors 1,406 1,131 1,286 1,306 1,968 1,775 1,816 1,869 1,653 1,869
Visitors 26.01 22.22 24.25 20.2 10.6 10.3 11.6 11.8 11.68 11.79
52

53. China International Bicycle Show
—Kingdom of Bicycle in 1960s & 1970s
53

54. Space Area
Year Exhibitors Visitors
(Sq.M)
2002 35000 678 96000
2003 46000 924 101890
2004 65000 903 120000
2005 80000 966 105922
2006 85000 738 100594
2007 90000 1243 100505
2008 100000 1238 77541
2009 100000 981 71484
2010 100000 1117 102022
2011 110000 1193 120505
54

55. China International Furniture EXPO
Year Space Area (Sq.M) Visitors Exhibitors
2011 243,748 74,564 2147
2010 183,092 55,985 1884
2009 181644 48,915 1709
2008 176,175 48,915 1770
2007 169,369 54,220 1783
2006 144,342 47,630 1488
2005 106,306 46,608 1421
2004 84,300 42,501 962
55

56. Bauma China
2002 2004 2006 2008 2010
Space Area 41,000 102,000 150,000 210,000 230,000
Exhibitors 458 738 1,088 1,608 1,858
Visitors 32,068 47,387 80,686 112,590 150,000
56

57. A World of Cranes!
57

58. East China Fair
Space
Year Exhibitors Visitors
Area
2002 57500 2300 136460
2003 57500 2400 157490
2004 80000 3081 189150
2005 80500 3300 205580
2006 103500 3570 236600
2007 103500 3560 185570
2008 103500 3592 192630
2009 103500 3353 182290
2010 103500 3376 190290
2011 103500 3326 201050 58

59. An Import and Export Fair in the East China Area to
Compete with the Canton Fair 59

60. China Beauty EXPO
Space Area Professional
Year Exhibitors
(Sq. M) Visitors
2003 32000 780 102000
2004 32000 750 113500
2005 45000 867 150700
2006 50000 952 188745
2007 60000 1023 195700
2008 66000 1200 199800
2009 72000 1236 197500
2010 76000 1257 201600
2011 100000 1398 215200
60

61. SIAL CHINA
Professional
Year Space Area Exhibitors
Visitors
2011 60000 1520 33265
2012 70000 1800 40000
61

62. China International Printing Tech & Equipment EXPO
Space Area
Exhibitors Visitors
(Sq.M)
2011 150000 1695 125277
2010 130000 1468 114291
2009 95000 1309 95775
2008 100000 1408 102800
2007 80000 1024 84726
2006 60000 857 72502
2005 50000 720 51429
2004 46000 659 44371
2003 45000 642 40038
2002 40000 621 31794
62

63. 5. Managing your expectations
6. Managing a project from the US.
7. What they don’t tell you about
exhibiting in China
63

64. • Managing your expectations:
what should you anticipate the results will be
when exhibiting in China.: Hope vs. reality.
• Managing a China project from the US:
What is the process and is it effective? What are
the options and cost impact.
64

65. How to Attend a Show in China?
- Require lots of Oversight
- Mostly Communications & Lack of Common Standards
- Develop a Local Presence
- Balance people, Time and Money for Optimum Results
- 10 Meter Rule
65

66. How to Host a Show in China?
Collect Material for Applications
Submit Documents to Government
Check and Review
Approved Rejected
Make Registration Materials Returned
20 Working Days
Check out Result（www.maofa.sh.cn） Make Correction and Re-Submit
66

67. You Must Trust Your Chinese Partners.
China can be a low-cost leader, but if you want a quality product, you should
realize your are operating in a global market with global opportunities and
global pricing.
67

68. How to Tell Your Story?
Design
Attract Their Eyes
Open Their Hearts 68

69. Let’s Make it Happen!
Fabrications
Feet or Meters?
Do We Have the Same Understanding?
Manage Your Expectation!
69

70. We are Close to the Show!
Move-In & Installations
Workers – No Union!
Venues Have So Many Different Rules.
70

71. It is the Time!
Show Starts!
• Always Bi-Lingual
• Business Cards
• Use Title to Greet Clients
• Dress Codes
• VIP Treatment
71

72. Marketing Strategy
• Pre-Show
• During the Show
• After Show
Remember that You are on the Other Side of the
Pacific Ocean!
72

73. People, Time & Money:
 Schedule, Schedule and Schedule
 Yes May not Mean “Yes”.
 Quality and Cost can be Dramatically Different.
 What Seems Impossible can be 100% Possible!
73

74. Work with the Government
• Government Issue Supportive Policies
• Government Publish Directory Standards
• Government Make Recommendations and Promotions
74

75. 8. Exhibiting in China has it’s
challenges and opportunities:
case studies that profile different
approach and outcomes from
exhibiting in China.
75

76. Case Studies: Coca Cola Pavilion at the Olympics
76

77. Case Studies:
Religious Tour Show
77

78. Case Studies:
Auto Shows in China
78

79. Challenges and Opportunities.
Hear About the Culture Before Diving in.
79

80. Think About These Gifts!
Watch
Flower
Hat
Book
Perfume
Fruit
80

81. Learn Some Chinese:
Ni Hao 你好
Huan Ying 欢迎
Hao De 好的
Zai Jian 再见
Tai Bang Le 太棒了
81

82. 谢谢！
Thank you!
82