Innovative Small Business Shines at SIAL China
and Propels Its Way into the China Market
SHANGHAI, CHINA – From May 14-16, more than 4,300
exhibitors representing the global food and beverage industry
are expected to attend 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 flavors 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.
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 percent of the business
leads to follow up with, thinking the remaining 60 percent 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
percent. And luckily they did, today their largest partners in
China are from that 60 percent 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
Drink Asia
42
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
the attention of the 112,000 estimate 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 customized 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.
March-April 2019