How the Empire State trades successfully with the Middle Kingdom

The Assignment

Making the most out of attending the China Import Expo, requires good planning and coordination

  • The China Import Expo (CIE) is a multi-sector trade fair that occurs annually in Kunshan, a suburb of Shanghai. The CIE expo showcases the products and services of companies in consumer goods, metalworking, machinery and automation and clean tech. CIE is hosted by the Ministry of Commerce, the China Council for the Promotion of International Trade and Investment, and the Jiangsu Provincial People’s Government. In 2014, CIE attracted over 600 enterprises from 42 countries and over 50,000 trade visitors from all over the word.
  • Empire State Development, the trade and investment promotion agency of the state of New York, needed assistance to facilitate the participation of companies from the state of New York at the Expo and make appointments with high value customers and potential distributors in advance to ensure the most effective use of their time while at the event.

Tractus’ Solution

An experienced team with an understanding of China’s key industrial sectors is the key to success

  • Tractus led trade delegations from the state of New York to CIE in 2015 and 2016 facilitating every aspect of the mission for 12 New York State SMEs from diverse industry sectors. The pre-mission tasks included selecting companies that had the best market potential in China and fit within the market sectors represented at CIE, and arranging matchmaking meetings.
  • Execution of the mission included coordinating transportation, arranging schedules, overseeing shipment of samples, facilitating booth setup, and providing translations. Since the New York state companies each had a booth at the expo where interested trade visitors would come by of their own accord, we added value by selecting companies that would derive the most benefit from the trade fair, and by setting up high-value matchmaking meetings in the 1-2 days following the expo, with a target of 4 meetings per company.


New York’s Empire Brewing and Industrial Metals International successfully identified business partners as a direct result of planned participation in the Expo.

  • Empire Brewing initially made contact with its eventual China distribution partner, XXXXX, at CIE in 2015.
  • Exports for Empire Brewing’s craft beers began in August 2016.
  • Industrial Metals International found a Chinese representative at CIE 2016 and began its initial exports to China.

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