Import Exhibition Booths at the Online Canton Fair Open for Booking: Are Exporters Ready?

On April 10, Assistant Minister of Commerce Ren Hongbin introduced the specific format of the Online Canton Fair: This Canton Fair mainly includes three parts: an online display and docking platform, a cross-border e-commerce zone, and live broadcast marketing services. It is mainly B2B, taking into account some B2C platforms, and creates an all-weather online foreign trade platform.

On April 15, China Foreign Trade Center (Group) confirmed that Tencent will become the technical service provider of the 127th Canton Fair, providing overall technical support, platform R&D services and cloud resource support for the Canton Fair’s online hosting.

On April 16, the official website of the Ministry of Commerce announced that the 127th China Import and Export Fair (Canton Fair) will be held online from June 15 to 24 for a period of 10 days.

According to the latest news from the Canton Fair official website: Booths at the 127th Canton Fair Import Exhibition are now open for reservations

For detailed exhibition procedures, please log on to the Canton Fair official website.

According to the Ministry of Commerce, this online Canton Fair will be divided into an export exhibition and an import exhibition according to the familiar physical exhibition settings.

Corresponding exhibition areas will be set up respectively. Among them, the export exhibition will be divided into 16 major categories of commodities according to electronic home appliances, daily consumer goods, textiles and clothing, and medicine and health care, with 50 exhibition areas respectively. The import exhibition will set up six major themes such as electronic home appliances, building materials and hardware, and all exhibits will be online at the same time.

It should be noted that the import exhibition currently accepting reservations, while the export exhibition that has attracted much attention does not yet have an official booth reservation channel.

This online Canton Fair is a new move and there is no experience to draw from. So, how should companies participating in the online Canton Fair prepare?

The following suggestions are for reference by relevant companies:

1. Pay attention to Tencent

Tencent became the technical service provider of the 127th Canton Fair, paying attention to Tencent's series of products.

Make full use of the product and service capabilities of WeChat, Tencent Cloud, Tencent Conference, Enterprise WeChat, Translator, Qidian and other products to jointly strengthen supply and procurement docking services, hold special docking activities online, increase online matching efforts, and improve the effectiveness of exhibitions.

Focus: Preparatory measures

All foreign trade people have recently installed Tencent products and are familiar with the operations. They will definitely be used during the exhibition, so be prepared in advance.

WeChat: https://weixin.qq.com/

Tencent Cloud: https://cloud.tencent.com

Tencent Conference: https://cloud.tencent.com/

Enterprise WeChat: https://work.weixin.qq.com

Translator: https://fanyi.qq.com/

Qidian: https://qidian.qq.com

2. Live broadcast marketing services

Create a 10X24-hour online foreign trade platform.

Another major part of this online Canton Fair is to provide live broadcast marketing services to exhibitors. The online live broadcast room is not limited by time and space. Enterprises can not only conduct individual face-to-face negotiations with merchants online, but also conduct publicity and promotion to a large number of merchants through online live broadcast.

Does this kind of live broadcast mean that you have to live broadcast to bring goods to buyers like Li Jiaqi and Wei Ya? Maybe B-end buyers may not buy it. What they need is more professional product content output and clearer product highlights.

Focus: Preparatory measures

1. Hardware facilities.

Cameras, microphones, Wi-Fi, and live broadcast locations all require careful preparation and repeated debugging.

2. Be familiar with the live broadcast format.

Many foreign trade personnel have never been exposed to the live broadcast format, so they need to understand the live broadcast display format. You can watch some live streaming videos in advance to understand the precautions for online live streaming. Of course, facing B-end professional buyers, it is still different from Li Jiaqi's live streaming of goods. Think clearly about what kind of content the buyers want to hear.

3. Selection of live broadcast personnel.

Foreign trade salespeople in the live broadcast room need to have strong communication skills, foreign language proficiency, and speech skills.

4. Refine and sort out the live broadcast content.

The buyer's attention is very limited. If you cannot attract his attention in a short period of time, he may exit the live broadcast room directly. It is necessary to write the live broadcast content in advance. Product highlights = why it is worth buying, usage scenarios = why it is necessary to buy, company highlights = why I want to buy from you... Show your professionalism during the live broadcast and show the highlights of your product.

5. Multimedia display.

Multimedia displays such as 3D VR video display, panoramic factory viewing, and online exhibition hall give buyers an immersive feeling.

6. Network environment.

For an online exhibition with such a large amount of traffic, everyone must upgrade the company's network broadband to ensure the smoothness of the live broadcast.

7. Professional and technical personnel.

Video uploading, editing, sharing and other tasks require the support of relevant professionals. Enterprises can select staff in advance and learn the operation of some simple software in advance.

3. Online docking platform

Li Xingqian introduced the establishment of an online display and docking platform. The Ministry of Commerce will promote all 25,000 Canton Fair exhibitors to display online and divide them into export exhibitions and import exhibitions according to the original physical exhibition settings that everyone is familiar with.

Corresponding exhibition areas will be set up respectively. Among them, the export exhibition will be divided into 16 major categories of commodities according to electronic home appliances, daily consumer goods, textiles and clothing, and medicine and health care, with 50 exhibition areas respectively. The import exhibition will set up six major themes such as electronic home appliances, building materials and hardware, and all exhibits will be online at the same time.

The organizing committee will optimize the query system and improve the search function in multiple languages to facilitate buyers to find exhibitors and exhibits. Through technical means, we focus on promoting Chinese brand companies and products.

Focus: Preparatory measures

1. Build an online exhibition hall.

The innovative integration of online exhibition halls and Internet technology makes digital exhibition halls more attractive to buyers.

2. Product selection.

Select products suitable for online display. At the same time, prepare accurate and professional text introductions for each product. Accurately describe the model number of the product and introduce the specific use of the product in as much detail as possible.

3. Product promotion pictures and videos.

Make product promotional videos and pictures. Videos can showcase products and companies better than pictures.

4. Beautification of product images.

Find a professional designer to beautify the product pictures with PS to adapt to the various formats and sizes of the Canton Fair platform. The more beautiful the pictures, the easier it is to win the favor of buyers.

5. Google Ads.

For foreign trade B2B companies, they must do the most basic and easiest-to-use search marketing in Google marketing. Because the traffic of search marketing is very precise, only customers who are interested in the product will search for product-related information.

6. Multilingual product display.

Buyers use multilingual search functions to find products, and foreign trade companies should set up multilingual product display pages and descriptions in advance, so that the probability of being searched will be much greater.

7. Training on online exhibition related knowledge.

The preparation time is tight and the tasks are heavy. Exhibitors also need to seize the time for training so that they can adapt to the various work requirements of the cloud exhibition.

8. Social media.

The launch of the Canton Fair's homepage on Facebook further proves the importance of social media. Its daily and monthly active data are astonishing and can be very effective in attracting potential customers.

Foreign trade companies should actively open multiple channels to promote and attract traffic. They can also register accounts on Linkedin, Twitter, Pinterest, and Instagram to attract potential users by publishing relevant product information.

4. Cross-border e-commerce area

This Canton Fair will also hold an event with the theme of "Synchronize the Canton Fair, Enjoy Business Opportunities Globally". By establishing exchange links and in accordance with the unified name and image formulated by the Canton Fair, online business activities will be carried out at the same time, mainly cooperating with B2B platforms to expand the scope of beneficiary enterprises.

Focus: Preparatory measures

1. Build an official website and improve your own foreign trade B2B website.

If a company does not even have an official foreign trade website, then online marketing will basically not have the expected effect. Just imagine, an independent corporate website is equivalent to your marketing business card. If you don’t even have a business card, how can people get to know you? From now on, you must pay attention to the construction of your official website. Even if the online Canton Fair is offline, your official website can still be online for many years, continue to accumulate customers for you, let them stay, and create the urge to cooperate. Start building a foreign trade website now. Pay attention to the construction of your official website and create a professional website with the characteristics of your personalized enterprise and industry. It can make professional guests who come to your website stay and have the urge to leave inquiries and ask for cooperation.

2. Create a product marketing single page.

If you want to take the lead on the platform, you must create a product marketing single page that is persuasive, trustworthy, and attractive. It must be very professional in terms of planning, copywriting, and design to attract a large amount of traffic.

3. Overall online marketing and promotion plan.

To participate in online business activities, you must understand the relevant knowledge of marketing and promotion, social media marketing, how to play social media advertising, etc. The epidemic has accelerated the online and digitalization of overseas marketing. Now even the Canton Fair, the largest offline exhibition in China, is also seeking online and digital solutions. For foreign trade companies, how to deploy online and how to conduct business online is an inevitable trend and an urgent problem that needs to be faced and solved.

4. Intelligent management of customer marketing.

There are many customers, and they need to be managed by category. Important buyers should focus on follow-up to avoid picking up sesame seeds and losing watermelons; customer contact records and collaborative follow-up functions allow new salesmen to deal with important buyers; and the reminder function for customers in high seas and uncontacted customers prevents buyer resources from being missed. Let the intelligent and systematic marketing management system give wings to your online Canton Fair.

Canton Fair "E" Exhibition Global Plan Now Hotly Launched

The Canton Fair's "E" exhibition global program helps foreign trade companies appear at the 127th Online Canton Fair with a high-quality image and obtain high-quality buyers at a low cost!

In addition, according to the personalized requirements of the enterprise, the foreign trade B2B website, Facebook, and Google are configured to provide the enterprise with a one-stop solution to traffic, content, communication, conversion, and data issues.

Contact now 17721188551 (mobile number is the same as WeChat)

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Regarding how to register and determine the details of the online Canton Fair, please pay close attention to the Canton Fair official website.