SIAL Shanghai is Asia’s largest international food and beverage trade show, and one of the most important entry points into China’s F&B market.

Held annually at the Shanghai New International Expo Centre (SNIEC), the show brings together:

• Global and domestic distributors
• E-commerce platforms
• Retail chains
• Hotels, cafes, and restaurant buyers
• Influencers and media in food, health, and lifestyle

What Is SIAL Shanghai — And What Brands Need to Prepare Before Exhibiting

If you’re a food, beverage, condiment, health snack, or gourmet brand looking to scale in China, SIAL is where you go to be seen.
But showing up with a booth isn’t enough.

Here’s what brands must prepare before stepping onto the SIAL floor.

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✅ 1. Have a Chinese-Language WeChat Brochure Ready

Forget printed catalogs. In China, WeChat is your business card.
Distributors, buyers, and media will scan your QR code — and expect:

• A clear, well-designed WeChat brochure in Chinese
• Intro to your brand, story, products, certifications
• Product pricing formats, MOQ, shelf life
• QR code to your WeChat official account or mini program

💡 Tip: Include voice + visuals — photos, short videos, founder quote, manufacturing shots.

Use WeChat H5 Brochure to Find a Chinese Distributor

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✅ 2. Build Basic e-Reputation Before the Show

Chinese distributors will Google (Baidu) you before following up.
They’ll also check:

• Do you have a Red (Xiaohongshu) presence?
• Are your products listed on Tmall Global or JD.com?
• Do any KOLs or users already talk about your brand online?

📌 If your brand is invisible online, they assume you’re not serious about China.

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✅ 3. Set Up a Xiaohongshu (Red) Account for Lifestyle Visibility

LittleRedBook (XiaohongShu) the new E-Commerce Way in China

Even if you’re not focused on DTC yet, having a basic RED presence is powerful.
It helps:

• Build distributor trust
• Show that Chinese consumers “get” your product
• Start generating real feedback, testimonials, and photos

💡 Post 3–5 authentic lifestyle posts before the show, in Chinese, using real images and key product benefits.

🔥 Bonus: If you can get 1–2 KOLs to post ahead of the show, it dramatically increases your perceived value.

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✅ 4. Be Ready to Sell on E-Commerce (Or Have a Plan)

At SIAL, distributors will ask you:

• “Are you on Tmall Global?”
• “How’s your Douyin store performing?”
• “Do you do livestreaming?”

Even if you’re not there yet, have an answer ready.
📦 Better: prepare a simple Go-To-Market slide showing:

• Cross-border e-com model plan
• Logistics readiness (bonded warehouse / cold chain if needed)
• Digital marketing strategy
  Distributors prefer working with brands that can support sales, not just sell inventory.

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✅ 5. Prepare to Engage with KOLs and Influencers

You’ll likely meet KOL agents and food media at SIAL. They’ll ask:

• Do you already collaborate with Chinese influencers?
• Do you have tasting samples or collab ideas?
• Can they get product to test and review on Red or Douyin?

🧠 Have a simple influencer program ready to go:

• Starter KOL kit
• Sampling timeline
• Budget range per campaign ($500–$2,000 per post)

🔥 Some distributors will only consider you if KOLs are already posting about you.

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✅ 6. All Contact Happens on WeChat — Be Ready

At the show, nobody gives out business cards anymore.
Instead:
✅ Prepare a WeChat business account or WeChat Work profile
✅ Set up a QR code with your brochure + product info
✅ Be responsive (everyone uses WeChat for follow-up)

📌 Even before the show, distributors and partners may reach out via WeChat. It’s the default channel for B2B

in China.

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🧠 Quick Checklist Before SIAL Shanghai:

✅ WeChat brochure in Chinese (PDF or mini-site)
✅ 3–5 Red (Xiaohongshu) posts live
✅ Douyin or e-commerce presence (or plan ready)
✅ Google Translate won’t cut it — professional Chinese content is mandatory
✅ Product packaging adapted for China (visually and text)
✅ Prepare talking points: health benefits, ingredients, certifications, pricing model
✅ Sample stock ready to send after the show
✅ WeChat QR codes on your booth and your phone

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🎯 Final Word: SIAL Is Your Launchpad — If You’re Prepared

SIAL is not just a trade show.
It’s a stage where buyers, distributors, and influencers evaluate your readiness to enter the world’s most competitive F&B market.

If you show up with:

• A beautiful booth
• No Chinese content
• No digital presence
• No ecommerce plan

…you’ll leave with compliments, not contracts.

💡 But if you arrive prepared — with your WeChat content, Red page, ecommerce story, and KOL angle?
You’ll be the brand they remember.

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💬 Want help preparing for SIAL Shanghai or entering the China food market? Let’s talk.