Cover image source: CHINA INTERNATIONAL IMPORT EXPO
China’s cross-border ecosystem is where global supply chains, digital innovation, and policy shifts converge. For B2B players, these dynamics create unparalleled opprtunities. Trade events serve as critical accelerators, offering face-to-face access to decision-makers, real-time market intelligence, and platforms to align with China’s strategic priorities like tech self-sufficiency and green transition.
At Influence Matters, we help global innovators decode China’s cross-border landscape through data-driven communication strategies. Especially during the turbulent time in global trade environment, we help companies identify potential communication opportunities with insights and expertise serving cross-border trade enterprises. Below, we spotlight five 2025 events that should be on every B2B leader’s agenda, paired with tactical insights to maximize your impact.
1. Canton Fair (China Import and Export Fair) Spring Session
Dates: April 15 – May 5, 2025 | Location: Guangzhou
The granddaddy of China’s trade fairs, the Canton Fair has been the gateway to Chinese manufacturing since 1957. This spring, expect over 120,000 global buyers to descend on Guangzhou to source everything from textiles to IoT devices. With China’s export economy undergoing a tech-driven transformation, key themes will include green manufacturing and smart supply chain solutions.
2. ChinaJoy
Dates: August 1–4, 2025 | Location: Shanghai
Asia’s largest digital entertainment expo has become a surprise hotspot for cross-border commerce, as gaming hardware, VR solutions, and digital payment platforms converge. Last year’s event saw record deals in cloud gaming infrastructure – a trend that will accelerate in 2025 as Chinese tech giants seek international partners.
3. China International Fair for Trade in Services (CIFTIS)
Dates: September 1–5, 2025 | Location: Beijing
When Western service providers need to crack the China market, CIFTIS delivers. The 2024 edition saw European fintech firms and AI consultancies land major contracts with Chinese state-owned enterprises. Next year’s focus will likely center on cross-border data flows and ESG-compliant service partnerships.
Effective cross-border communication requires a balance of global expertise and local relevance. Tailor messaging to resonate with diverse audiences by aligning technical expertise with regional market priorities. For instance, workshops on industry-specific solutions can attract high-quality leads, while consumer-centric narratives can engage broader audiences.
Media outreach should be strategically segmented to maximize impact—target trade publications for commercial angles and regional outlets for policy perspectives. Pre-event engagement, such as teaser content featuring speaker insights or market trends, can effectively warm up key audiences and drive participation.
4. China International Import Expo (CIIE)
Dates: November 5–10, 2025 | Location: Shanghai
The world’s only national-level import expo keeps getting bigger. Last year’s CIIE generated $78 billion in intended deals, with European food brands and American med-tech firms being the biggest winners. The 2025 event will emphasize high-tech consumer goods and sustainable packaging solutions as China’s middle class continues to preimmunize.
5. China International Supply Chain Expo (CISCE)
Dates: November 26–30, 2025 | Location: Beijing
Launched in 2023 as China’s answer to global supply chain anxieties, this young but ambitious event is where logistics giants and smart factory solutions collide. The 2024 expo featured breakthrough demonstrations of AI-powered customs clearance systems that reduced border delays by up to 70%.
At policy-driven forums, position spokespeople as thought leaders by contributing bylined articles to reputable business and industry publications. Frame challenges as shared priorities to establish credibility and foster dialogue. Post-event, extend engagement by sharing actionable insights—such as supply chain resilience frameworks—via professional platforms like LinkedIn and WeChat Work to nurture long-term relationships.
For digitally savvy audiences, interactive formats like live Q&As or expert-led discussions on video platforms can humanize complex offerings and deepen engagement. Leveraging these channels ensures ongoing connection beyond the event itself, reinforcing key messages and sustaining audience interest.
In China’s cross-border arena, success hinges on consistency—not just event attendance, but sustained engagement. This means aligning your messaging with China’s dual-circulation strategy, tailoring content to regional buyers’ pain points, and using events as springboards for year-round thought leadership.
Influence Matters specializes in helping B2B brands navigate these nuances, from pre-event media seeding to post-show analytics. If you’re looking to transform trade participation into tangible China growth, let’s start the conversation.
When it comes to the trade shows, many marketers tend to sell hard. For B2B businesses, we communicate not only the companies, but people and individuals. Customer stories and user journey stories help to win higher trusts and improve the selling points, human side of stories is your secret key to open create meaningful conversations.
