Everyone is inevitably affected by the global economic turmoil. As a leading business-to-business media company with 38 years successful experience in facilitating global trade, Global Sources stood firmly in the financial crisis. In response to questions from the public on this NASDAQ-listed company, Tommy Wong, General Manager of Global Sources Exhibitions was adamant: "Despite the difficult market circumstances, our spring electronics fair increased by 3% in terms of booth number. It was our biggest ever spring electronics show, and a testament to the strength of Global Sources and our business partners."

Well-run spring show increased 3% year-on-year despite tough times

Tommy Wong pointed out that the spring China Sourcing Fair: Electronics & Components at AsiaWorld-Expo featured 2,525 booths from 13 countries and regions including South Korea, the U.S., Italy, Israel, Australia, Germany, the Philippines, Japan, Singapore, New Zealand and mainland China. Growth of 3% year-on-year in booth numbers made it the biggest ever spring show. Wong felt proud and delighted for achieving such a feat despite the difficult market circumstances.

The key to Global Sources' success, Wong believes, is its unique strategy in organizing trade shows. On one hand, Global Sources keeps improving and developing new specialized trade shows; on the other hand, they also work hard to explore opportunities in new markets. These moves have given Global Sources better risk management and enabled the company to operate well in the face of poor market conditions.

Ways to win clients: good design and attention to details

Shenzhen enterprises were the main force of Global Sources' electronics fair and these exhibitors are familiar with Global Sources' ideals and well organization of trade shows. Miss Zou from Shenzhen Xing Wang Electronics Ltd. told our reporter that her company rented only a 9-M2 booth last year, and this year it was enlarged 6-fold to 54-M2.

The company expanded their exhibition area despite the "economic winter", because they believed that trade shows serve as an ideal platform for both buyers and suppliers to meet and measure up each other. Suppliers should make use of the high-end, professional trade show to maintain a high profile and showcase their strength to the existing buyers, while at the same time seek opportunities to develop new markets. Trade shows are also an indispensable tool for buyers that are looking for products with great value as well as innovative items to meet the needs of consumers.

Trade show organizers should listen to demands and requirements from both buyers and suppliers and improve their shows in a professional fashion, and keep facilitating good communications between the two sides.

Shows held by Global Sources have successful served the purpose. The just concluded spring electronics Fair was a good example. In addition to marketing efforts through various media, inviting worldwide buyers to come visit the show and organizing Private Buyer Meetings for them, Global Sources also provided traffic maps, beverage coupons, accommodation, transportation and shopping discount coupons to participants of the show.

Exploring opportunities in emerging markets to prepare against tough times

In October 2003, Global Sources set foot in trade show business, unveiling its first China Sourcing Fair in Shanghai. The business has been developed rapidly and now it operates 11 specialized trade shows which runs 32 times a year across 11 cities. Global Sources management anticipated the need to take preventive measures in this fast-paced industry. Well before the global financial crisis broke, they had "put their eggs into different baskets".

In June 2007, Global sources held its first trade show and a series of seminars on "how to source from China" in Dubai, UAE to meet the needs of buyers in Middle East, India, Africa, and Russia sourcing from China. It served as a good guidance in helping Chinese enterprises enter the market of Middle East and its surrounding areas as well.

In November 2008, nearly 14,000 buyers attended the first China Sourcing Fair event in Mumbai. Wong said enthusiastically: "The huge crowd of visitors in the Mumbai fair was reminiscent of the shows in China ten years ago." The tremendous successes of both the Dubai and Mumbai shows were a boost for both participating suppliers and buyers and had raised their loyalty to the company. Now, despite the financial storm, Global Sources is sailing confidently towards numerous new markets with these loyal clients on board.