Factors Affecting Trade Show Effectiveness for Chinese Small and Medium-Sized Exporters

By Fu, Huifen; Yang, Gongfu et al. | International Management Review, July 1, 2007 | Go to article overview

Factors Affecting Trade Show Effectiveness for Chinese Small and Medium-Sized Exporters


Fu, Huifen, Yang, Gongfu, Qi, Yongling, International Management Review


[Abstract]

In the light of previous studies on exhibitors' performance in trade shows and methodology applied to measuring the effectiveness of their participation, this study has diagnosed some problems with participation of the Chinese small and medium-sized exporters/exhibitors in the international trade shows. Focused on pre-show and post-show activities, we've discovered the exhibitors' negligence of non-selling objectives and non-selling indices for evaluation of their performance. Show selection, a crucial pre-show sub-process of participation, is also floppily treated. In view of these problems, with our reasoning we depicted a new framework with an ideal process of effective TS participation based on a framework proposed by Tanner in 2000.

[Keywords] International trade show; effectiveness; small-medium-sized exhibitors

Introduction

Trade shows (TSs) or exhibitions have long been Chinese exporters' initial and popular access to international markets. The most prominent TS, "China Import and Export Fair" (Canton Fair), is known worldwide and isa biannual event held in spring and autumn in Guangzhou, Guangdong Province, China. In its first session, the Fair attracted only 1,223 overseas buyers, mainly from Hong Kong and Macau with 9,600 square meters of exhibition space displaying mostly farm produce and handicraft (http://english.ccpit.org/Contents/). Fifty years later, the Canton Fair has continuously grown and maintained its leading position in China's exhibition industry with the largest exhibit varieties, attendance, and business turnover. With its transactions that account for about one-fourth of China's general export trade every year, the fair, to date, has served as an important platform for promoting products by small andmedium-sized Chinese exporters.

Since the turn of the 20th-21st century, trade shows have become increasingly hot sites frequented by Chinese SMCs endeavoring to export their offerings. In turn, theyhave further lured the buyers. Take the 101st session of Canton Fair held in Spring 2007 as an example; the number of buyers from 211 countries and regions reached 206,749, a 7.3% increase over the 100th session. Among them, there were 95 multinational retailers, 15 more than that of the previous session. The total export turnover of the latest session amounted to USD36.39 billion, hitting a historical high with an increase of 6.8 % over the 100th session (http://www.can tonfair.org.cn:82).

Besides the Canton Fair, various trade shows have mushroomed in China between 1986 (186 TSs) and 2006 (3800 TSs) (Zhang, 2006), among which more than half of the TSs are labeled "international" in parallel with the rapid growth of China's international trade. Some international TSs organized by European and U.S. firms has been expanded in terms of size and frequency when participated in by a big number of active Chinese attendees. According to the latest report, about 2006 by Association of the German Trade Fair Industry (AUMA), "The share of exhibitors from South, East and Central Asia rose by almost four percentage points from 24.0% to 27.8%. Responsible for this increase, in particular, was the explosive increase in participations from the PR China (+32% to a current total of 9,056 exhibitors) and from Taiwan (+37% to 4,844 exhibitors)" (http://www.auma-messen.de/_pages).

Between 2001 and 2005, three indicators-the number of TSs held in China, of those participated in by organized Chinese exhibitors overseas and the total national TSs revenues-enjoyed respective annual increase rates of 16%, 19%, and 14%. Almost in the same period, 58 branded TSs got accredited by the UFI (Union of International Fairs, now The Global Association of the Exhibition Industry) (http://news.xinhuanet.com/expo/2006). Moreover, in the 2006 Annual Report by China Council for the Promotion of International Trade (CCPIT), a specialized government agency in this regard summarizes the progress made in 2006 as follows: "steady growth was witnessed in overseas exhibitions, as over 25,000 exhibitors were organized to participate in 913 events overseas, with a total show space of 310,000 sqm" (2006 CCPIT Annual Report). …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Factors Affecting Trade Show Effectiveness for Chinese Small and Medium-Sized Exporters
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.