Taking Part in Trade Fairs in China

webinar| 28 May 2024

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Participating in trade fairs remains an effective approach for European SMEs to meet potential Chinese business partners. However, without full preparation and a tailored strategy, going to a trade fair is unlikely to bring significant benefits to exhibitors in the short term. It may even make a company’s market entry more complex. In this video, experts from the EU SME Centre and the China IP SME Helpdesk share recommendations and best practices before, during, and after taking part in trade fairs in China.

Video chapters

Introduction

– A few words on the EU SME Centre and China IP SME Helpdesk

2024 guide to trade fairs in China

– Alessio Petino, Business Advisor, EU SME Centre

IP protection at trade fairs

– Lisa Lu, IP Business Advisor, China IP SME Helpdesk

Q&A session

– Questions from the audience

More on trade fairs in China

The EU SME Centre, in collaboration with the China IP SME Helpdesk, has recently published its new Guide to Trade Fairs in China. This report aims to provide EU SMEs with a comprehensive and practical overview, updated for 2024, of how to get ready and maximise the potential benefits of participating in Chinese trade fairs. This report lists major trade fairs in China that are relevant for and popular among EU SMEs, with a specific section for trade fairs relevant to F&B professionals. The report also shares practical guidance for EU SMEs on how to define goals and devise a strategy tailored for a specific trade fair. It also offers a series of tips for identifying the Chinese trade fair most adapted to their goals, based on the different characteristics of each fair. Finally, we include a series of general and IP-related good practices to follow before, during, and after taking part in a trade fair, as well as concrete examples from European SMEs. Read the report >

About the speakers
Alessio Petino
Business Advisor, EU SME Centre

Alessio has worked for 8+ years on various EU-funded projects in China, mainly conducting policy and regulatory analysis for European companies looking to enter or already in the Chinese market. Key focus areas: market access regulations and barriers, investment attraction policies, standards & compliance – with particular focus on R&D, tech & innovation.

Alessio joined the EU SME Centre in October 2020. He coordinates reports, guidelines and technical assistance to European SMEs; he also delivers training about different market entry approaches and engagements with China, opportunities and risks, as well as do’s and don’ts.

Lisa Lu
China IP SME Helpdesk, IP Business Advisor

Lisa Lu is the IP Business Advisor at China IP SME Helpdesk in Beijing, where she advises European SMEs on intellectual property rights matters. She holds a double master’s degree in law from the China University of Political Science and Law and University of Hamburg. Before joining the China IP SME Helpdesk at the European Chamber, Lisa worked as a trademark attorney for the Ferrante Intellectual Property and Chang Tsi & Partners. She mainly focused on the fields of trademark prosecution, trademark enforcement, copyright protection and unfair competition.

During her time working in both law firms, she dealt with a variety of clients including but not limited to automotive performance, media, entertainment, new energy, apparel, architecture design, data management, e-commerce, household products, HVAC, and fire & security. Her clients included a range of globally leading companies and small and medium-sized enterprises (SMEs). Lisa is fluent in Chinese and English.

Sign up and benefit from our entire range of free services

If you sign up today you’ll be able to

  • Access to tailored advice through our Ask-the-Expert tool
  • A library of over 200 publications
  • Practical business tools
  • A network of trade promotion and business support partners
  • A comprehensive database of service providers with contact information