It should be divided into two categories. One category is well-known large enterprises. The problem they encounter may actually be the problem of booth location. The speed at which international exhibitions can match booth locations for Chinese exhibitors may not keep up with the development speed of these well-known Chinese brands. Originally, you may not have a position at this exhibition, but exhibitors in core positions are continuous exhibitors. If they continue to exhibit, it will be difficult for the core area to be vacant for China’s rapidly developing well-known enterprises. So for large enterprises, this is the most important problem.
The other category is small and medium-sized enterprises. The most core problem is the problem of exhibition effect. The exhibition effect is how many orders the exhibitors can receive through the exhibition. This is the main concern of them. I think there is actually another major problem that the enthusiasm and initiative of domestic small and medium-sized enterprises are not strong enough. They have always been passively waiting for the organizers to do work for them, and then sitting on the booth waiting for the exhibition effect. But in fact, large exhibitions and excellent organizers will ensure that core buyers are present. The task of the organizer is to invite them, which does not mean that you will get orders if you sit there. It is recommended that exhibitors should also take the initiative to do some work, such as pre-exhibition invitations, using social platforms to advertise your participation in the exhibition, and using the exhibition matching platform. If exhibitors do nothing, the exhibition effect will definitely not be good. This is indeed a problem that many small and medium-sized enterprises are currently facing, but this problem may be more related to the subjective initiative of the enterprise.
The biggest problems that Chinese companies are currently facing overseas are: intellectual property rights, local laws and regulations, and export qualifications. The first type of problem requires exhibitors to actively avoid it, increase investment in product research and development, and create products with their own characteristics. The second type of problem, understanding of laws and regulations and export qualifications, will help Chinese companies open up new markets smoothly. In recent years, many institutions such as the China Council for the Promotion of International Trade, the Chamber of Import and Export Commerce, quality inspection agencies, certification agencies, lawyers, consulting companies, etc. have provided a lot of consulting, training and services to companies to escort companies to participate in overseas exhibitions.
The biggest problem exhibitors encounter is how to manage exhibition expectations and preparations. Many exhibitors have booked booths, but they don’t know what the exhibition expectations are. In fact, this is the first thing to be determined. The expectation may be to achieve a marketing goal, or to establish new contacts, or to invite partners to maintain relationships. All preparations for the exhibition must be carried out around the expectations of the exhibition. If I am a very mature exhibitor, I know what my goal is, and I may have an advance plan, and even book next year’s booth at this year’s exhibition site, so that there will be enough time for advance publicity and promotion. The exhibition plan includes: how to prepare new products, how to develop the market next year, how to follow up with this year’s customers, and which local media, information platforms or hosting platforms can be used. Only by making a good exhibition plan can you get twice the result with half the effort.