I'm writing this post on the eve of the 9th China International Import Expo (CIIE) in Shanghai. Why am I mentioning that, and what is CIIE?
It’s quite an unusual event: rather than primarily connecting Chinese manufacturers with international purchasers like the Canton Fair, CIIE helps foreign companies showcase products and services to the Chinese market. Basically, this is the place to be if you want to introduce your company to the Chinese market.
CIIE, CC BY-SA 4.0, via Wikimedia Commons
The ninth edition takes place November 5–10, 2026, at Shanghai's National Exhibition and Convention Center. The Shanghai Municipal Government reports more than 4,100 overseas exhibitors, with participants representing 162 countries, regions, and international organisations.
Some global players, such as Nike, Samsung, and AstraZeneca, will exhibit on their own. Hundreds of smaller companies will join their country pavilions.
For international companies, this creates opportunities to meet importers, distributors, and customers. But the value of an exhibition often depends on what happens after the conversation at the booth.
When Your Communication Channels Don't Work in China
The problem is that many foreign companies arrive at trade shows in China with communication channels that aren't necessarily suited to their Chinese contacts.
They promote LinkedIn profiles, websites, and email addresses, assuming these will be enough to stay in touch after the exhibition.
But LinkedIn isn't readily accessible in mainland China, and while email is still widely used in business, WeChat often plays a much bigger role in everyday communication.
I’ve explored this in more detail in my previous post, Why Your China Trade Show Leads Never Turn Into Sales.
The point is not merely to collect contacts; it's to make it easy to stay in touch the Chinese way.
None of these platforms work in China
This is something I see at trade shows across China, not just CIIE.
No WeChat Official Account? You Still Have Options
Ideally, your company would have a verified WeChat Official Account ready before the show. It provides a dedicated business presence where customers can discover your company, products and updates.
But foreign-company registration involves preparing documentation, completing verification and configuring the account. Even if the verification stage goes smoothly, the complete process can take weeks.
If your show opens tomorrow, a new Official Account is unlikely to solve the immediate networking problem.
Our 2026 guide to registering a WeChat company account explains the process in more detail.
A personal WeChat account, however, can help you exchange contacts, communicate one-to-one, and follow up. It's a temporary networking tool — not a replacement for your company's official presence. I discussed the pros and cons of this approach in Personal or Official Business WeChat Account: What’s Best?
Fortunately, there is a practical alternative that I call the China Trade Show Contingency Plan. Read on to see what I mean.
Your Last-Minute WeChat Preparation Plan
To help exhibitors who need something workable right now, I have prepared a free illustrated WeChat Trade Show Preparation Guide. It covers four essentials:
Make your WeChat profile easy to recognise, with your name and company.
Save and display your personal QR code on your phone, badge or a booth poster.
Use WeChat Moments to share a brief introduction and exhibition updates.
Add aliases, tags and notes so you can remember whom you met and what you discussed.
The guide includes screenshots showing exactly where to find these features in the app. Rather than spending valuable exhibition time figuring out the interface, you can prepare in advance.
Get the free WeChat Trade Show Preparation Guide — no email registration required.
A Temporary Solution, Not a Long-Term China Strategy
Personal WeChat connects people; a WeChat Official Account helps people connect with your business. A company account gives you a branded information hub that doesn't depend on one employee's personal network.
After the exhibition, follow up individually on promised information and agreed next steps. When your Official Account is ready, invite relevant contacts to follow it using its company QR code. Personal WeChat friends do not automatically become Official Account followers.
If China is an important market for your business, treat the account as part of a longer-term communications plan rather than something to arrange only days before each show.
CIIE and other trade shows create opportunities to meet people face-to-face. Your networking doesn't need to stop simply because your company account isn't ready.
A personal account isn't a replacement for a proper company presence, but it's a perfectly workable place to start.
Prepare your personal account, make your QR code easy to scan, and keep useful notes for follow-up. The free illustrated Digital Hotpot guide will help you put the basics in place before the show. Good luck at your Chinese trade show!
