By David Dayton

The economics of "the China Price" have hit you too, huh? You realize that to stay competitive you better at least check out what you can do in China. Or, better yet, what China can do for you! And the most logical place to start is a trade show, right? Lots of suppliers, all in one location. Quick, convenient, and hopefully not too "foreign."

Probably the most important decision that you will make prior to coming to China is what trade show you will attend while here. In China alone there are thousands of shows every year. There are hundreds of lists of shows on the Internet separated by country, industry and date. A nice searchable example for worldwide shows is Global Sources Trade Show Center.

From the huge bi-annual fairs in Shanghai, Guangzhou and Hong Kong to smaller regional and industry specific fairs that are held all over the country, the options are almost endless. How to choose between so many? Base your decision on a few key factors. First, what vendors are going to be showing at the fair; and second, who attends the fair (who is the target audience).

Which vendors will you be able to meet when you get there? This is the most important question because if you wind up at the wrong fair it doesn't matter how well prepared you are. Going to the wrong show in your own country can cost you hundreds of dollars and a few days of wasted time. But going to the wrong show in China can cost you thousands of dollars and more than a week of wasted time. You need to be sure that the people you want to meet are exhibiting -- manufacturers, factory reps, traders, distributors, professionals. Who are you looking for?

When you register for the show (usually online) you should be able to get some participant information. To find out more about who will be there you can talk with the fair organizers either on line or on the phone. Many China shows are sponsored by either the Ministry of Foreign Trade, large sourcing companies, industry groups or even trading companies and will (or should) have an English information line or service. Get a list of current fair exhibitors -- last year's participants list may work for your needs. More information is always better -- so do your homework.

One of the most difficult things about selecting the right show and supplier is delineating between trading companies and actual factories. Many Chinese trading companies are not up-front about their actual role in the production process and may not have a factory at all. We've had clients who have contacted or worked with the "factory" directly only to have us find out later (when we were asked to step in and solve problems) that the "factory" isn't a factory but an office in Hong Kong, Shanghai or elsewhere. Other times the factory will farm production out to subcontractors and has little or no control over quality. There is no substitute for on-the-ground research and QC -- if you can go to the factory and arrange a constant presence during production, do it! If you can't physically visit the factory personally, get as much information about your chosen factory as you can before during and after the show.

Another resource that can help you decide if the exhibitors are right for you is the crowd that the show draws. Are the attendees in your same industry? Are they the same level in the production/distribution chain? Are the folks attending the show your suppliers, customers, competitors or none of the above? If you can, read reviews from past attendees online or in trade magazines. Use your personal network in your home country to talk with others in your industry about the shows they attend or talk with people who have been to the specific fair you would like to attend. Did it work for them? Was it helpful? What do they wish they had done/hadn't done when they went to the show? Would they go again?

For more information on how to get the best results from your time at the show, read: Getting the most out of a trade show visit in Asia.

Search Verified Suppliers on Global Sources Popular Searches:  China Coloring Sheet, China Flip Phone, China Scientific Calculator, China Handicraft Global Sources - Comprehensive search results and verified suppliers

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