SIAL China a successful launch pad for SMEs

From May 14-16, more than 4,300 exhibitors representing the global food and beverage industry are expected to be at SIAL China, the largest food innovation exhibition in Asia. For nearly 20 years, small and medium-sized businesses have successfully used SIAL China as a launch pad for entering China and other Asian markets. Each year, these exhibitors bring their unique flavours and innovative products to the food expo and attract professional buyers, sellers, and partners from around the world looking for that next product. Aside from sheer scale, SIAL China provides exhibitors with access to trademark industry events like SIAL Innovation and networking through the Match-Making Platform, a free value-added service offered to all exhibitors and pre-registered professional visitors.  

Over 4,300 exhibitors and 112,000 professional visitors are expected at SIAL China from May 14-16 at the the Shanghai New International Expo Center (SNIEC).

In 2018, a start-up company from the United Kingdom attending SIAL China for the first time received nearly 300 business leads during the three-day event. The company took full advantage of the SIAL Events in their first year, entering SIAL Innovation Awards competition and winning a bronze award for their innovative product and showcasing their product at the Wine Innovation Forum.

The company recalled that when they arrived back to the U.K. their sales team identified roughly 40% of the business leads to follow up with, thinking the remaining 60% were irrelevant because their companies appeared more focused on the technology industry. But ultimately leaving no stone unturned, they decided to follow up with the remaining 60%, and luckily they did. Today their largest partners in China are from that 60% and have helped the company's products get onto Taobao.com and Xiao Hong Shu, two of the most influential e-commerce platforms in China.   

This story offers small and medium-sized exhibitors some important tips for making the most of their experience at SIAL China. According to the SIAL China 2018 survey, 88% of professional visitors at SIAL China are decision makers in their companies, including 27% having identified as CEOs or Chairmen. “To seize every potential opportunity, we encourage all of the exhibitors to take full advantage of the unique platforms offered at SIAL China. A great example is the Match-making System. By registering in the Match-Making System, it will help connect your business and products with hundreds of buyers, sellers, and potential partners attending SIAL China. In 2018 alone, the platform helped initiated 26,331 appointments,” said Mr. Liu Jin, CEO of SIAL China.

For those interested in marketing their products and attracting an estimated 112,000 professional visitors, SIAL China events are a strong platform worth considering. In addition to SIAL Innovation, which exhibitors can register their products for free, events like La Cuisine and Retail and Hospitality Forum may also offer exhibitors the opportunity to present their products and new ideas.

While the 3-day event is the largest of its kind in Asia, SIAL China offers exhibitors customised services and opportunities to help promote their products in China and Asia all-year-round, including but not limited to SIAL China’s website, e-newsletter, popular social media platforms of WeChat and Weibo, as well as offline banner and outdoor advertisement board inside the venue. Taking social media promotion as an example, WeChat is one of China’s largest social media networks and mobile apps. The SIAL China WeChat account currently has 140,000 subscribers that are mostly industry insiders and publishes a column dedicated to exhibited products attracting high readerships and engagements. Exhibitors can consider working with SIAL China to create sponsored articles on the SIAL China WeChat account to sustain its exposure to potential Chinese partners and generate more leads beyond the exhibition.  

SIAL China will celebrate its 20th edition from May 14-16, 2019 at the Shanghai New International Expo Center (SNIEC) in Shanghai. For more information about SIAL China 2019, including booking your booth, sponsorship and partnership opportunities and packages, SIAL Events, and professional visitor registration, please go to www.sialchina.com.  

Related report: SIAL Innovation 2019 in China

SIAL China 2019 Quick Facts

• Scheduled from May 14 to May 16, 2019, in Shanghai, China.

• Held at the Shanghai New International Expo Centre.

• Approximately 4,300 exhibitors, 112,000 professional visitors, and 199,500 sqm of exhibition space.

• For more information, and to register, visit www.sialchina.com