Exhibiting at a fair in China
Exhibit your Turkish brand at a Chinese fair and meet Chinese buyers face to face
Yeni İpekyolu supports Turkish companies exhibiting at Chinese fairs with fair selection, application, stand design, product shipping, Chinese materials and a Chinese-speaking team at the stand.
Exhibiting at a fair in China: what to know from application to the last fair day
Why exhibiting as a seller at a Chinese fair is different
Turkish companies usually go to China as buyers, yet in food, cosmetics, natural stone, furniture, textiles and design products, Chinese importers, distributors and e-commerce sellers look for new sources. One of the most effective ways to meet these buyers is to exhibit at import-focused fairs or in the international pavilions of sector fairs. When you exhibit as a seller, success depends on how well your product fits the Chinese market, on your Chinese-language materials and on being able to speak with visitors in their own language at the stand.
Chinese visitors decide quickly at the stand: they try the product, ask about price and distribution terms, and if interested want to connect on WeChat immediately. Stands without a Chinese catalogue, a WeChat QR code and a Chinese-speaking sales representative easily miss that first contact. At Yeni İpekyolu we design your stand not just as a physical space but as a sales channel into the Chinese market. We plan every detail, from product display to visitor registration, with that goal in mind.
Application, stand design and fair rules
At popular fairs, well-located stands fill months in advance, so applying early matters. The application usually asks for company documents, a product list and sometimes brand or product documents. You can choose a ready-made shell scheme booth or a custom design on raw space. With a custom design, the Chinese stand builder must have drawings approved by the organiser and comply with electrical and fire safety rules. Since these rules vary from fair to fair, we confirm the current requirements with the organiser together.
Yeni İpekyolu acts as a bridge between your design team in Türkiye and the stand builder in China: we turn design files into a Chinese brief, track material and colour approvals and do an on-site check on build-up day. We adapt all texts on the stand, product labels and promotional panels into natural, local Chinese, because word-for-word translation often feels foreign to Chinese visitors. We plan build-up and dismantling times according to the organiser's schedule to avoid last-minute surprises.
Shipping samples and products, selling at the stand and after the fair
Exhibition goods are usually shipped to China through the fair's official logistics provider or an experienced forwarder. Goods can be sent under temporary or definitive import; in food and cosmetics especially, labelling, ingredient and document rules are strict. Since customs practice can change, we clarify the shipping plan with the forwarder at an early stage and confirm the current rules. Having goods arrive at the venue on time greatly reduces stress on build-up day.
During the fair, our Turkish- and Chinese-speaking team presents your products at the stand, records visitor details in an organised list and directs serious buyers to meet you. After the fair, we classify that list by buyer type, send follow-up messages in Chinese and move on to distributor meetings. Your fair budget thus does not stop at a few days of visibility; it turns into concrete business connections in China. We also prioritise the visitor list by level of interest and show in a clear action plan which step to take with which company. We also offer recommendations for the next participation.
Which companies should exhibit in China?
Manufacturers aiming to export to China
If you are looking for Chinese importers and distributors in food, cosmetics, natural stone, furniture or textiles, a stand is the most direct way to meet them in a few days.
Turkish brands building awareness
A fair is a strong stage for introducing your Chinese brand name and story to Chinese visitors for the first time. We prepare stand materials in line with your brand voice.
Associations exhibiting with a joint pavilion
When several companies exhibit in a joint Turkish pavilion, we handle coordination, Chinese materials and interpreter planning in one place.
What we take on for your stand participation
Fair selection and stand application
We identify the right fair for your product and run the application and stand location process in Chinese with the organiser.
Stand design and build-up coordination
We pass the design to the Chinese stand builder, follow approval processes and check on site on build-up day.
Chinese promotional materials
We adapt catalogues, brochures, panel texts and product labels into natural Chinese and prepare a digital catalogue with a WeChat QR code.
Product and sample shipping
We plan shipping with the fair's official logistics provider or a forwarder and follow document and labelling requirements together.
Chinese-speaking team at the stand
Throughout the fair, interpreters and sales support staff are at your stand and record visitor details in an organised way.
Post-fair buyer follow-up
We classify the visitor list, send follow-up messages in Chinese and organise distributor meetings.
Service summary and requirements
| Service cities | Shanghai, Guangzhou, Shenzhen, Beijing, Yiwu |
|---|---|
| Team | Project coordinator, interpreters and stand-building partner |
| Pricing | Quoted by fair, stand type and scope |
| Service languages | Turkish · Chinese · English |
| Cities served | Guangzhou · Shenzhen · Yiwu · Shanghai · Hangzhou · Beijing (coordinated from our Istanbul office) |
The final price and timeline depend on the scope; we send you a clear quote promptly.
What you need to provide
- A list of products to exhibit with their specifications
- Company documents and brand information
- Existing catalogue, logo and visuals
- Your target buyer profile and distribution terms
- Passport details of your team attending the fair
Our process for exhibiting in China
- 1
Goals and fair selection
We discuss which buyers you want to reach and suggest the right fair and stand size.
- 2
Application and approvals
We complete the application with the organiser and clarify stand location and required documents. We confirm current rules with the organiser.
- 3
Design, materials and shipping
Stand design, Chinese materials and product shipping run in parallel. We track every step's date on a shared calendar.
- 4
Build-up and fair days
We check the build-up on site and work at the stand with a Chinese-speaking team throughout the fair.
- 5
Follow-up and review
After the fair we present a visitor report, continue talks with serious buyers and prepare recommendations for the next participation.
Frequently asked questions
How far in advance should we apply for a stand in China?
Because good locations at popular fairs fill months ahead, we recommend starting as early as possible. We confirm the application schedule of your chosen fair with the organiser and give you a clear timeline.
Shell scheme or custom stand?
For a first participation, a shell scheme is practical in budget and time; if brand visibility is the priority, a custom stand is more effective. We compare both options against your goals and recommend one.
How do we ship our products to China?
Goods are usually sent under temporary or definitive import through the fair's official logistics provider or an experienced forwarder. Since customs rules can change, we confirm current requirements for your product group with the forwarder.
Can we exhibit food or cosmetics at the stand?
Usually yes, but labelling, ingredient and document rules are stricter for these products, and activities such as tastings depend on fair rules. We start preparation early and confirm current requirements with the organiser and forwarder.
Who speaks on our behalf at the stand?
Our Turkish- and Chinese-speaking team learns your products in advance and presents them to visitors. Decisions such as price and distribution are made with you, and we direct serious buyers straight to you.
Is a Chinese catalogue essential?
Many Chinese visitors skim past English materials; a Chinese catalogue and WeChat QR code make first contact much easier. We adapt your existing materials into natural Chinese.
What happens after the fair?
We classify the visitor list by buyer type, send follow-up messages in Chinese and schedule meetings with interested companies. If you wish, we move on to the distributor search.
Tell us what you need in China
Our consultant reviews your needs for free and gives you a clear price and timeline.
