Have you ever noticed that there is at least one calculator on every table in a Chinese booth at a fair?
This simple fact indicates that Chinese exhibitors still use fairs as “order” fairs and they primarily target taking orders. Few Chinese exhibitors do see fairs as a means of enhancing their market presence and company image as well as gaining branch-related information. Interestingly enough, this was the same perception for industrial businesses in the western world about 20 years ago.
PS: Our observations are not only valid for exhibitors from China but also for the other „new markets“. Our knowledge is based on the B2B fairs for the automotive, machine and plant fields.