Brands using livestreaming to promote their products at the 2021 show | Source: Messe Frankfurt

The combined Toy & Edu China, Baby & Stroller China, and Licensing China trade show — taking place from March 30 to April 1 at the Shenzhen World Exhibition & Convention Center — will continue to incorporate digital components.

Particularly fueled by the COVID-19 pandemic, the social commerce market in China is forecast to more than double from 2019 levels, reaching gross sales of $451 billion by the end of this year, according to the trade show. While online reviews and social media remain powerful in influencing purchasing decisions, recommendations from internet celebrities also play an important role in reassuring consumers about brand credibility and product quality. In response to this emerging opportunity, a number of micro-influencers will be invited to the 2022 show to introduce products through livestreaming.

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“The pandemic has been a catalyst for social commerce in China,” Senior General Manager of Messe Frankfurt (HK) Ltd. Wendy Wen says. “With social media changing consumers’ shopping behavior, it is important for us to assist our exhibitors to harness these online opportunities to fuel business growth. Moreover, industry players are eager to look for possibilities to stay in contact in times like this. Hence, we are pleased to be able to continue offering hybrid and digital options to ease the challenges exhibitors are facing.”

In addition, exhibitors can choose to participate remotely with their products and brochures on display at an on-site booth. The specially-designed stand will feature a LED screen to display video materials supplied by the exhibitor. While these hybrid exhibitors can be accessible via video, staff will be stationed to provide English-Chinese interpreting service and customer support.

To promote exhibitors’ offerings to a wider audience, an online showroom will allow brands to create a company profile with product shots and videos. Live coverage of the shows will also be broadcast via the virtual platform, in which selected exhibitors have the opportunity to introduce their products to prospects who are not in attendance at the events.

Toy & Edu China, Baby & Stroller China, and Licensing China are organized by Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co. Ltd., and Messe Frankfurt (HK) Ltd.