Buyers thanked for their flexibility

By Yuan Shenggao 

Amid the COVID-19 pandemic, organizers of the 127th Canton Fair, rolled out new measures to ensure the participation of global buyers in its internet-based session this year. 

Communication tools like social media, newsletters, online marketing and search engines are being used to help global buyers better interact with exhibitors throughout the entire event, which is taking place from Monday to June 24. 

As the COVID-19 pandemic has brought about unprecedented challenges to global trade, the fair is a part of efforts to cope with the impact and stabilize the foreign trade, organizers said.  

To hold a successful Canton Fair, buyers are a key factor. Such a large-scale trade fair online is also new for overseas buyers who were accustomed to offline negotiation. 

Through the channels of Chinese embassies and consulates around the world, organizers delivered the message of the fair’s opening to the target markets. They have also cooperated with some 130 global partners, especially those in the countries and regions involved in the Belt and Road Initiative, in marketing and promoting the event. 

To assure the return of its previous participants, they selected more than 120 companies that attended the past five sessions from the world’s top 250 retailers and emailed them newsletters. 

Organizers have also upgraded the marketing tools using new media, optimized advertising on five search engine platforms and polished the fair’s brand image on its social media accounts that have 1.72 million followers in total. 

They have established a promotion platform online, via which, 23 online promotional activities in 21 countries were organized in early June.