Find Customers and Build Sales in China

1. Trade Shows: The Fast Track to Real Customers

Trade shows in China aren’t like the ones back home. They’re bigger, busier, and packed with serious buyers ready to make deals. Trade shows should be your first stop if you’re selling B2B products, industrial goods, or consumer brands looking for distributors.

Best Trade Shows in China

• Canton Fair (Guangzhou) – The most significant trade show in China, covering everything from electronics to textiles.
• China International Import Expo (Shanghai—CIIE): The government backs this event, so buyers come ready to do business.
• HKTDC (Hong Kong) – A prime gateway into China for international buyers and distributors.
• Industry-Specific Fairs—If you’re in fashion, food and beverage, or industrial goods, specialized trade shows will give you targeted exposure.

Pro Tip: Don’t just sit at your booth waiting for customers. Walk around, strike up conversations, and make connections. Business doesn’t happen by accident.

2. How to Stand Out at a Trade Show

• Hire a Chinese-speaking rep – If buyers can’t communicate with you, they’ll move on.
• Show, don’t just tell – Have product samples, live demos, or presentations to attract attention.
• Use WeChat – This is China’s business lifeline. Have a QR code ready for instant connections.
• Follow up fast – In China, a slow response means a lost deal. Message potential buyers within 24 hours.

Pro Tip: The biggest deals don’t happen at your booth; they happen over dinner. If someone invites you out, go. Business is built over meals, not meetings.

3. Business Networking: Your Secret Weapon

Networking in China isn’t just about exchanging business cards. It’s about building real relationships over time. So, if you want to Find Customers and Build Sales in China, this is a key piece of advice

Where to Network in China

• Business Chambers & Associations – Join groups like the EU Chamber of Commerce or AmCham China to meet key industry players.
• Industry Mixers & Meetups – Casual events can lead to serious business deals.
• Introductions from Mutual Contacts – In China, a trusted introduction goes a long way. If someone can connect you, use that relationship.
• Industry Conferences – Trade shows are great, but conferences attract decision-makers looking for long-term partnerships.

Pro Tip: Guanxi (关系) means relationships matter. In China, trust takes time. One meeting won’t seal the deal, but persistence will.

4. The Power of Business Cards & WeChat

Forget about handing out business cards without following up. In China, people exchange business cards with both hands as a sign of respect. But what really matters is WeChat.

How to Use WeChat for Business

• Always scan WeChat QR codes – If you’re not connected on WeChat, you don’t exist.
• Send a follow-up message immediately – A quick “Great meeting you at the event!” makes a huge difference.
• Don’t just message—add value – Share an article, send a product brochure, or offer a deal.

Find Customers and Build Sales in China Pro Tip: Many deals happen weeks or months after a trade show—stay in touch and nurture those relationships.

Build Sales in China – Showing Up is Half the Battle

Trade shows and networking aren’t just about selling—they’re about building trust, credibility, and long-term partnerships.

If you want to:

• Meet serious buyers and distributors → Attend trade shows like Canton Fair & CIIE
• Make valuable business connections → Join chambers and attend networking events
• Turn introductions into sales → Follow up fast and build relationships on WeChat
• Get long-term customers → Invest time in face-to-face meetings and trust-building

Biggest Mistake to Find Customers and Build Sales in China? Thinking one trip to China is enough. If you want real success, keep showing up, following up, and earning trust over time.