This year marks Canton Fair’s 60th birthday. Throughout those six decades, the fair has constantly been upgrading, particularly in the area of integrating internet technology information to its service platforms, as way to attract business.
Known formally as the China Import and Export Fair, the biannual event, which was established in 1957, is a comprehensive international trading event. Fair officials say it has the longest history, the highest volume of business, the greatest variety of exhibits, the most buyers, and the broadest distribution of buyers’ source countries of any exposition in China.
Officials carry out precision marketing via the Internet, through social media, search engines and soft advertising.
Via the Internet, the fair has accumulated a mass of data to promote its targeted marketing campaigns. The gathered information includes a Facebook population of 600,000 followers and search engine databases with tens of millions of hits and information on more than a million overseas purchasers who participate in the fair. The Canton Fair has opened official accounts in some of the world’s biggest social media sites like Linkedin and mainstream Russian media. This year the 120th Canton Fair has launched 17 video business attraction activities in 16 countries.
In addition, fair officials team up with both domestic and foreign airlines, including China Southern Airlines, Emirates Airlines and Qatar Airlines, to provide special ticket deals to major clients from America, Europe, the Middle East, Oceania and Africa.
Fair officials integrate hotel resources offering new overseas purchasers supporting services including hotel-booking, car rental, translation arrangements and pavilion catering.
(By Carina Zheng, Louis Berney)