Traders take to livestreams to make commodities go further

Livestreaming remains a key approach for showcasing exhibitors’ strengths and seeking business opportunities at the 128th Canton Fair, as a growing number of participants in the event are turning to the digital marketing means for overseas market expansion.

“We contacted local marketing firms in our targeted markets to advertise on Google and Facebook,” said Ye Zhixuan, head of an e-commerce team at Steelmate, an automotive electronics company based in Guangdong province. “The advertisements contained reference to our livestreaming at this Canton Fair, aimed at attracting more viewers and bringing greater internet traffic.”

While the company’s livestreams focused on introducing its products at the 127th Canton Fair in June, those broadcast at the ongoing fair have turned focus to advertising Steelmate’s operation philosophy.

TrueLove textile company from Zhejiang province is seeking global buyers via online exhibition and livestreaming amid the COVID-19 pandemic.

“We are exploring livestreaming as a new approach in the foreign trade sector,” said Chen Shiping, marketing director of the company. “Different from merely promoting products at the last session of the Canton Fair, this time we livestream in our factory to enable customers to get a better understanding of our business.”

Hares, a bottle and kettle manufacturer, ranked sixth on its first livestreaming day at the Exhibitors On Live section of the Canton Fair’s website and first among kitchenware manufacturers by number of views.

Yang Chongyi, general manager of the company, said the livestreams have improved with better content and staff members have learned how to better pace their livestreaming.

Guangdong Eagle Coin Haibao Foods, a high-tech company specializing in the production of seafood, has developed 38 best-selling products in seven series. 

“Livestreaming is a good way to show customers our company’s factory and production procedures, which will impress them and give them faith in us,” said Xu Yan, a foreign trade manager at Haibao.

Not only companies are growing mature in marketing, but also the Canton Fair itself is on an upgrade path. After its last session, the ongoing Canton Fair, backed by new technologies, has upgraded its cloud platform, which includes such sections as exhibitors and products, global business matchmaking, virtual reality exhibition hall, and exhibitors on live.

The online platform integrates 24-hour exhibition, marketing and promotion, supply-demand matchmaking and business talks, providing better user experiences.

Within half a day after the fair’s opening on Thursday, the Exhibitors On Live section had hosted nearly 5,000 livestreams concurrently, attracting an influx of buyers to view and comment.

The fair’s website has been widely acclaimed for its more professional services and more interactive experiences. A vast number of businesses in foreign trade are making full use of the platform to accelerate their pace of going abroad.