Analysis of overseas exhibition participation and cross-border e-commerce trends of Chinese enterprises in 2024

In recent years, the trend of Chinese companies participating in overseas exhibitions has changed frequently, especially in the face of rapid changes in the global economy and changes in consumer habits. This article will integrate multiple aspects to discuss the performance of Chinese companies in overseas exhibitions, as well as the latest trends in cross-border e-commerce and social media marketing.

Changes in Chinese companies’ overseas exhibition participation

In recent years, the participation of well-known Chinese brands in international exhibitions has increased significantly. In the past, companies mainly studied and learned from European and American countries. Now more and more Chinese companies, especially representative companies such as Huawei and Sinopec, have gradually become exhibitors in international exhibitions. At some exhibitions, such as the 2019 Munich International Logistics Expo, the performance of Chinese exhibitors has attracted widespread attention from peers and audiences.

In terms of the autonomy of participating in exhibitions, today’s Chinese exhibitors are not limited to static displays, but also actively interact with the audience. The proportion of Chinese corporate executives and outstanding booth staff communicating in English at the exhibition has increased year by year, and the subjective initiative and participation of exhibitors have been enhanced. In addition, professionally divided exhibitions are gradually replacing comprehensive market exhibitions, which allows companies to target customers more accurately.

Social media and cross-border e-commerce trends

In 2024, with the popularity of social media on a global scale, overseas social media marketing has become an important channel for companies to obtain customers. Social commerce sales are expected to continue growing and may exceed $6 trillion. Short video content has also become a mainstream form of social media, helping to increase brand exposure and customer interaction.

At the same time, the development of cross-border e-commerce is also inseparable from the promotion of mobile Internet. More and more consumers are shopping via smartphones, prompting Chinese companies to accelerate their transformation to mobile. Research shows that consumers pay more and more attention to the “appearance” and communication points of products. Therefore, companies should grasp this trend to use short videos and social media to improve overall marketing effectiveness.

Challenges and opportunities in overseas markets

In the context of rapid development, Chinese companies must face many challenges. Among them, imperfect logistics and payment systems are still bottlenecks restricting the development of e-commerce. In addition, the trade protection policies of European and American countries and the fierce market competition also require enterprises to have stronger adaptability.

In the future, with the implementation of RCEP, the Southeast Asian market will become an export hotspot, and small and medium-sized enterprises will also usher in new opportunities through modern e-commerce platforms. With the help of the Internet, enterprises can quickly access the vast international market, which helps reduce intermediate links and improve efficiency.

Summary

To sum up, Chinese companies are becoming increasingly active in overseas exhibitions, and combined with the emerging trend of cross-border e-commerce, they are occupying an increasingly important position in the global market. Enterprises need to keep up with market changes and use social media and short videos to strengthen their brand image to cope with future opportunities and challenges. Continuously broadening market horizons and marketing methods will add impetus to the company’s internationalization path.