In the ceramics industry of Foshan, companies have evolved significantly compared to other small and medium-sized ceramic-producing regions in China. After years of effort and development, most of them have shifted their focus from simply "how to make products" to "how to sell products." This transformation has allowed them to build more structured and effective sales networks tailored to their specific conditions.
However, with the slowdown in the domestic market, the pressure on maintaining sales channels and managing profit margins has increased. To stay competitive, companies are not only expanding their distributor networks and reaching wider markets, but also aiming to capture more terminal customers and gain deeper insights into consumer needs. These efforts are becoming key factors in future market battles.
Major clients offer significant advantages, such as lower direct maintenance costs and higher per-unit sales value. As a result, they are always a top priority for businesses. Yet, due to the scattered nature of customer resources and the long development cycle required to secure large clients, many companies rely on regional distributors to indirectly reach these major accounts. While this approach helps expand coverage, it often leads to higher management costs and less direct communication, making it harder to gather real-time feedback.
To address these challenges, many ceramic companies are now turning to professional trade exhibitions that attract high-quality buyers. These events serve as powerful platforms for connecting with real estate developers, interior designers, and design agencies. Real estate developers can reduce procurement costs, while decorators can offer better and more cost-effective solutions to their clients. Design agencies and individual designers, on the other hand, can gain deeper insights into the latest product innovations, allowing them to incorporate these elements more effectively into their projects.
From both the company’s and the user’s perspective, these specialized exhibitions provide a more efficient and cost-effective way to find ideal partners compared to traditional indirect methods. The concentration of professionals at such events increases the likelihood of successful collaborations and improves overall efficiency.
If we compare the traditional method of developing large clients as “selling to relatives,†then leveraging high-quality exhibition platforms is more like a “matchmaking†process. It offers a higher chance of success at a lower cost. In this model, choosing the right exhibition platform is crucial—ideally, one that is large-scale, well-organized, and focused on relevant product categories. The closer the alignment between the exhibition theme and the company's offerings, the more beneficial the exposure and networking opportunities will be.
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