International Business Daily Interview: Building an Exhibition Bridge for China-Africa Economic and Trade Cooperation

Shandong Zhenghe International Exhibition Co., Ltd. is one of the earliest international exhibition companies approved by the Ministry of Commerce to have qualifications for organizing overseas exhibitions. Since its establishment, it has been deeply rooted in the African market for 20 years, enabling more Chinese enterprises to enter Africa and more Chinese goods to become popular in Africa. During the 2024 Forum on China-Africa Cooperation Beijing Summit, an International Business Daily reporter interviewed Han Bei, General Manager of Shandong Zhenghe, on topics such as how to strengthen economic and trade cooperation with Africa through exhibition business.

"International Business Daily": Could you please introduce the situation of Shandong Zhenghe's economic and trade exchanges and cooperation in African countries and regions through organizing exhibitions in recent years?

Han Bei: The company has a dedicated African market development department, adhering to the national strategic plan for economic and trade cooperation with Africa. With the support of governments at all levels and relevant departments, focusing on the economic and social development needs of African countries and combining the import and export situation of various domestic industries with Africa, it leads Chinese enterprises to enter and explore Africa.

First, self-developed brand exhibition - China Products Fair in Nigeria. The company entered Nigeria in 2002 and started holding the China Products Fair in Nigeria in 2007, held annually. The exhibition has evolved from an initial single short-term display to a multi-functional integrated online and offline display, and from "exhibition within an exhibition" to having an independent "China Pavilion", successfully creating an international brand exhibition linking China-Africa trade. To date, it has successfully organized over 3,000 Chinese enterprises to engage in economic and trade cooperation with over 20,000 purchasers from various African countries. The exhibition has repeatedly received high praise from the Ministry of Commerce, CCPIT, the Chinese Consulate General in Lagos, the Lagos State Government, and local commerce authorities at all levels in China and Nigeria, making outstanding contributions to China-Nigeria economic and trade exchanges and cooperation.

Second, organizing Chinese enterprises to participate in professional exhibitions in Africa. Every year, Chinese enterprises are organized to participate in professional exhibitions centered in Nigeria and radiating to other parts of Africa, such as the China Products Fair in Nigeria, Nigeria Capacity Exhibition, Algeria Building Materials Exhibition, Kenya Auto Parts Exhibition, South Africa Tyre Exhibition, Tanzania Construction Exhibition, and other professional exhibitions in Africa.

Third, actively carrying out China-Africa economic and trade exchange activities. Delegations of Chinese economic and trade enterprises have been organized multiple times to visit African countries such as Nigeria, South Africa, Ethiopia, Tanzania, Kenya, and Ghana, to conduct surveys and research, and to organize import and export trade fairs, investment exchange meetings, and other economic and trade exchange activities, helping Chinese enterprises to deeply understand the potential and demand of the African market, and promoting economic and trade cooperation between China and Africa.

"International Business Daily": In recent years, what measures has Shandong Zhenghe taken to expand economic and trade cooperation with Africa? What important achievements have been made?

Han Bei: First, creating African brand exhibitions and building a platform for China-Africa economic and trade exchanges. The China Products Fair in Nigeria is a comprehensive exhibition focusing on electromechanical products and is a well-known local brand exhibition in Nigeria. It deepens cooperation and development between China and Nigeria in industries such as vehicles and parts, building materials and hardware, agricultural machinery and parts, power equipment, solar energy and photovoltaic products, beauty and personal care, food and condiments. Through years of cultivation, some participating enterprises have invested in and built factories in Nigeria, starting localized production and sales in Africa, bringing China's advanced production equipment and technology to Africa, providing rich resources and diverse choices for the industrial upgrading of African countries.

Second, improving the level of exhibition organization in Africa and providing comprehensive exhibition services. The company provides exhibition services such as exhibit transportation and storage, logistics customs clearance, professional translation, and one-on-one negotiations. It uses international standard exhibition equipment and employs professional teams for design and construction. In terms of venue planning, exhibition area setup, and supporting services, a more scientific exhibition planning system has been gradually established, and standardized exhibition service procedures have been formulated, relieving enterprises of worries about participating in exhibitions and improving the local exhibition organization level in Africa.

Third, exploring African market demands and helping enterprises accurately develop markets. Establishing representative offices in Africa to invite overseas purchasers, using traditional advertising methods such as newspapers, magazines, and television, as well as emerging channels like social media, online platforms, and live streaming for promotion and invitation. Conducting roadshow promotions in local professional markets year-round, researching and visiting large traders and agents, and accurately inviting purchasers.

Fourth, collaborating with provinces and cities that have strong cooperation with Africa to actively promote China-Africa economic and trade exchanges. "Joining forces" with provinces and cities such as Chongqing, Henan, Zhejiang, Hunan, and Hebei, which have a good foundation for economic and trade cooperation with African countries, high industrial compatibility, and strong market complementarity, to lead more Chinese foreign trade enterprises into the African market, achieve trade diversification, and reduce reliance on traditional markets.

"International Business Daily": What opportunities do you believe the Forum on China-Africa Cooperation and the high-quality Belt and Road Initiative framework bring to enterprises in expanding economic and trade cooperation with Africa?

Han Bei: First, opportunities for policy support and guarantees. The Forum on China-Africa Cooperation and the high-quality Belt and Road Initiative framework have formulated macro policy guidance for China-Africa economic and trade cooperation. We will develop targeted exhibition plans and business expansion strategies based on the China-Africa cooperation strategic planning. Under the framework, Chinese and African governments strengthen communication and coordination, creating a stable policy environment for enterprise cooperation. This helps reduce policy uncertainties for our exhibition business in Africa and ensures the smooth progress of exhibition projects.

Second, market expansion opportunities. In the future, we plan to organize more professional exhibitions that meet the needs of the African market in emerging fields such as agricultural product processing, infrastructure construction, transportation and logistics, and e-commerce, such as agricultural machinery exhibitions, new energy technology and equipment exhibitions, construction machinery exhibitions, and automotive industry and auto parts exhibitions, leading more Chinese enterprises to set foot on this "hot land" of Africa. China-Africa cooperation aims to promote sustainable economic development in Africa. In the future, we will strengthen cooperation in multiple areas such as importing high-quality distinctive African products, market investment, talent exchange and training, agricultural cultivation development, and technology exchange, to achieve multi-win and win-win outcomes.

Third, opportunities for information and resource sharing. The framework increases opportunities for political mutual trust and economic integration. We can establish cooperative relationships with local African government departments, industry business associations, exhibition companies, etc., share resources, jointly promote the development of exhibition activities, and at the same time seek cooperation in more areas.

"International Business Daily": In what other aspects will the company further expand economic and trade cooperation with Africa in the future?

Han Bei: On one hand, the company will continue to expand its African business team and intensify exhibition promotion efforts in the future. It will also increase efforts in developing the African market, formulating personalized marketing and promotion plans for different industries, and utilizing technologies such as big data analysis to accurately target customer groups and improve marketing effectiveness.

On the other hand, improve the level of professional exhibition organization and host more international professional exhibitions. Based on the industrial advantages and development needs of different African countries and regions, organize international professional exhibitions such as the Africa Agricultural Science and Technology Exhibition, Africa Mining Resources Exhibition, and Africa Cultural and Creative Industries Exhibition.

In addition, the company will actively explore new foreign trade models to help enterprises expand sales channels, reduce operating costs, and enhance product competitiveness.

The 2024 Forum on China-Africa Cooperation Beijing Summit has drawn a beautiful blueprint for China-Africa cooperation in the new era, opening a new chapter in the development of China-Africa relations, and China-Africa economic and trade cooperation will surely demonstrate stronger vitality. From old friends to new partners, Shandong Zhenghe is willing to walk hand in hand with everyone on the road of pursuing dreams in Africa.

Transferred from China Business News Net.