140 Jinjiang foreign trade enterprises participated in the First Online Canton Fair

The 127th China Import and Export Fair, also known as the Canton Fair, has concluded on June 24th. During the 10-day event, nearly 25,000 domestic exhibitors have conducted business negotiations with global buyers via livestreaming broadcasts. As the regular exhibitors of the Canton Fair, did the 140 Jinjiang enterprises achieve a desirable outcome during their first online Canton Fair?

According to Xu Yongzhu, the business manager of Qicaihu Swimwear Group, during the 127th Canton Fair, 15 livestreaming broadcasts have been held. By livestreaming, their company has attracted an audience of nearly 30,000 and has obtained orders of intent from countries and regions of North America and Europe, including Russia and Argentina, with the sales volume of intent surpassing 8 million. Xu said, their company will take this opportunity to upgrade their website and will prepare for the ongoing digital marketing. It is believed that more and more exhibitions worldwide will promote the integration of online and offline exhibitions and this will be a more effective way for companies to promote their new products.

Zheng Dongfang, head of the export division of Labixiaoxin (Fujian) Foods Industrial Co. Ltd mentioned that their company has attached great importance to the first online Canton Fair. They set up a broadcast booth in Xiamen, selected several professional employees, and had them trained to become livestream hosts and by livestreaming broadcast, they have e-connected with new clients from European countries and regions. Till now, in addition to receiving orders from the existing clients, they have received 3 new potential clients and at present, they are following up with all the leads.

As one of the regular exhibitors to Canton fair, Susino (Jinjiang) Umbrella Co., Ltd. used to regularly participate in this biannually held fair twice a year. According to the number of exhibition booths booked for their former participation, three broadcast booths were allocated to Susino for their first online Canton Fair. Then Susino arranged a livestream broadcasting timetable specific to the time difference of eight business regions including North America, Japan, Southeast Asia, South Asia, Southern Europe, Eastern Europe, Western Europe, and South America. From June 15th to June 24th, the company has been livestreaming from eight o’clock in the morning to six o’clock in the afternoon for 10 days, with business managers and salespersons in charge of each business regions working as professional livestreamers to display and promote their products.

Guan Xiong, the Associate Sales Director of Susino (Jinjiang) Umbrella Co., Ltd. said, “This is the first time for us to participate in online Canton Fair, it is inevitable that we didn’t do perfectly well on everything, but the overall outcome is quite considerable. For example, when we are introducing new products via livestreaming broadcast, some potential buyers have asked for some specifically held video presentations to facilitate their better understanding of the product details. Livestreaming broadcast is of great help for enterprises to maintain existing customers and to develop new products.”

“Foreign trade enterprises should proactively adapt to the tendency of the integration of online and offline exhibition,” said the head of Jinjiang Bureau of Commerce. “As a new channel for foreign trade and collaboration, online Canton Fair has provided new opportunities for small-and-medium-sized foreign trade enterprises whose operation is constrained by the COVID-19 to fully display their products online and to engage in the international market. In stabilizing foreign trade, the role of the online Canton Fair is becoming more and more remarkable.”

“Cloud trading” will become a new business model faced by foreign trade enterprises in Jinjiang. Hence new business models and forms like online negotiation, livestreaming, cross-border e-commerce must be better developed.

　　140家晋企首尝“云”广交会

　　6月24日，第127届广交会落下帷幕。10天来，全球采购商与2.5万家中国参展商通过网络直播询价洽谈。作为广交会的“常客”，晋江140家参展企业收获了什么？

　　七彩狐公司业务经理许永祝说，广交会期间连续直播了10天共计15场，累计观看人数超过3万人次，收到了60多个意向新客户的询盘，意向合作金额达到了800多万美元，主要集中在北美、欧洲、俄罗斯、阿根廷等地区和国家。公司将以此为契机，升级改造七彩狐网站线上内容，为持续性数字化营销做准备。接下去全球范围内会有越来越多的展会采用线上线下同步办展的方式，此举对于企业而言将是一种高效的营销新产品的方式。

　　蜡笔小新食品集团公司出口板块负责人郑东方介绍，公司十分重视此次的“云”上广交会，把“云”上直播间设在了厦门，同时公司选了多名骨干培训后当主播，接触了不少欧美地区的新客户。目前，除了老客户持续下单外，已承接3个意向新客户，正在做后续的跟进与服务。

　　梅花伞业是广交会的“老朋友”，每年两次展会都会参加。根据往年的参展摊位数，首次云端广交会，公司分配到了3个直播间。他们按照北美、日本、东南亚、南亚、南欧、东欧、西欧、南美八大业务区域，安排制定具体的直播表。15日—24日每天从上午8点开播，持续到下午6点。这期间承担起直播带货任务的人员，就是各个业务区域的经理和业务员。

　　梅花伞业销售副总监官雄介绍说，第一次尝试“云”上广交会，难免有些细节做得不足，不过整体上收获不少。比如，通过直播方式介绍新产品的时候，一些意向采购商会要求企业单独为他们开一个视频会议，以便于更好地了解产品细节。此种“云”上直播方式，对于维护老客户、开发新产品有较大的帮助。

　　“外贸企业要主动适应线上线下双线驱动大趋势。”晋江市商务局相关负责人表示说，网上广交会作为新的对外经贸协作通道，为受疫情影响的外贸企业特别是中小企业，提供了一个充分展示、参与国际市场的新机会。在稳定外贸基本盘方面，网上广交会的作用越来越明显。

　　“云交易”将是晋江外贸企业面临的新模式，企业需要多发展网上洽谈、直播带货、跨境电商等新模式、新业态。

　　策划：卢古质

　　记者：蔡明宣  李诗怡  柯国笠  董严军

　　翻译校对：张蕾  黄雅君  刘巧艺

　　编辑：王昆火

　　校对：严学锦