New possibilities arise when selling overseas

He said experiences in prestigious trade shows, like the Canton Fair, are crucial for a trader to succeed in the international marketplace.

Chen attended for the first time at the 74th Canton Fair in the fall of 1993. "For a newcomer in the international trade business, the Canton Fair is a legend and sacred place," Chen said.

Representing a specialty company in Fujian, Chen and his colleagues brought farming tools, food and other local produce.

At the time, Chen was responsible for the exhibition and sales of bamboo hats. Bamboo hats, with a broad waterproof brim, are unique headgear used in the rainy rural areas of South China.

Chen secured an order worth $8,000 during the fair. However, what surprised him was that the order came from a German buyer.

"It was no surprise if it came from regions with a similar climate and farming traditions. I didn't believe a German farmer would use bamboo hat in rainy days," Chen said. 

He later learned that the buyer would sell the bamboo hats as handicrafts instead of rain gear in Germany.

"This was an amazing experience for me. The Canton Fair unfolded unlimited possibilities and opportunities," Chen said. He added that the event always serves as an eye-opener in addition to a networking venue.

Since then, Chen has attended every session of the fair, even after he quit his job at his first company.

After studying information about market demands, industrial trends and consumer psychology, he built on the client resources he obtained from the Canton Fair. Chen then went on to establish Chenzi — his company for canned food exports — in Quanzhou in 2003.

The company exhibited at the Canton Fair in 2004 and went on to realize an export value of more than $2 million that year.  

In recent years, the annual export volume of Chenzi has stood between $65 million and $70 million. 

Chen highlighted the importance of the Canton Fair among traders.

"If you want to find a place in the international market, you should find a place at the Canton Fair first."