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Why Making an Impact at CIIE Matters
August 2024
Shanghai is once again gearing up to host the annual China International Import Expo (CIIE) – for the seventh time between 5th and 10th November. As the country’s premier foreign trade forum, the CIIE is a must-attend event for multinational corporations targeting growth in the China market. The six-day business marathon helps to connect global business leaders with essential in-country partners, along with key policymakers and government officials – crucial stakeholders, dedicated to supporting the country’s long-term economic development and reform.
This year the event features against a backdrop of an increased focus on developing trade and fostering increased cooperation, as shown by recent trade announcements with Australia and France. The pragmatic nature of international relationship reminds us of the priority policymakers place on ensuring trade and cooperation between markets continues to support economic growth and deliver benefits to consumers.
Since its inauguration, the CIIE has become an unmissable platform for trade negotiation, setting the stage for momentous business deals, which had grown in value to over USD 78.4 billion by last year. CIIE 2023 welcomed a record 3,486 exhibitors representing 154 countries, regions, and international organisations. As the first fully offline CIIE since the pandemic, the expo continued to attract leading international companies like Qualcomm, Intel, and AMD, while Micron, which had previously been impacted by China’s cybersecurity review, made its CIIE debut and quickly registered its participation for the following year.
The CIIE offers a unique platform for MNCs to consolidate their government relations efforts and build reputation capital in the Chinese market. As the largest, most high-profile event of its kind, the CIIE provides MNCs unparalleled access to key stakeholders in government – especially through avenues like the Hongqiao International Economic Forum, which runs concurrently and focuses on pressing global issues in economic development, sustainability and innovation. This is an excellent opportunity for MNCs to make new connections, cultivate existing relationships, and lay the foundations for furthering key business objectives.
Sandpiper has supported clients in driving their communication strategies and maximising engagement during all stages of the CIIE – before, during, and after the event. We combine government relations and media relations activities, providing integrated communication programmes, coordinating targeted outreach, and working to comprehensively enhance your corporate reputation.
Our range of services includes:
- Planning for government outreach: Profile relevant government stakeholders and prepare for government outreach, working together with your company’s government relations team. This includes compiling an outreach list of key officials and agencies to approach, articulating core business objectives, and analysing areas of common ground where commercial aims and policy priorities overlap.
- Pre-event management: If your company would like to operate a booth at the event, we can assist with developing positioning for your presence and provide full-service support to ensure smooth execution. We can develop thematic communication activities, and engage government departments, industry organisations and research institutions to support the implementation of your activities.
- On-site outreach support: Facilitate CIIE outreach through inviting government officials to view your company’s booth, developing and distributing promotional materials, and providing on-site media and government relations support.
- Media management: : Help identify target media onsite and coordinate your media engagement and hosting activities.
- Post-conference tracking: Consolidate resources gained during the CIIE, gathering government feedback to serve as the foundation for a long-term government engagement plan, this may include recapping key learnings from government remarks, meetings, and commentary.
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