What a Fair! Shanghai CEB 2024

What an incredible event! The CBE China Shanghai Beauty Expo 2024 exceeded all expectations. Having traveled to China for the past 25 years and attended numerous fairs, I can say that this one stands out from the rest.

Traditionally, trade shows are categorized as either B2C or B2B, focusing on selling or buying. However, the CBE Shanghai Beauty Expo defies such classifications and offers a comprehensive experience where you can find and do everything you desire.

Naturally, my main objective was to find and connect with suppliers, and this fair delivered on that front. If you're in search of cosmetic industry suppliers, this is the place to be. Comparing it to the Canton Fair I attended in April, I must admit that sustainability is not as prominently featured here. While there are a few suppliers showcasing appealing sustainable concepts, such as refillable products

and bamboo pulp materials,

the industry still heavily relies on plastic packaging. Recycled plastic and sustainable initiatives are not widely advertised, indicating there is much work to be done.

Shanghai Fair is more domestically targeted than Canton Fair, is this the reason? Is China less concerned about their local market than what they are for export? Is sustainability finally a “Marketing” for Western Markets? Maybe, the future will tell!

However, the CEB offers much more than just supplier connections. It serves as a platform for local brands to gain visibility and secure distributors. Many booths are equipped with small meeting rooms and dedicated staff who cater to your needs while you engage in B2B meetings or sign distribution contracts.

Additionally, the CEB is a stage for marketing and entertainment. Brands go all out to showcase their presence and captivate the audience with lively dances and shows.

It's an opportunity for brands to collect valuable data by engaging potential clients. By offering small goodies, testing samples, or other incentives, brands entice visitors to scan QR codes, follow them on social platforms, and willingly share their data.

Moreover, the CEB allows brands to connect with clients directly and provide them with a unique user experience. Attendees can try various products, ranging from hairstyling

to face cleaning

and even body care, right in the middle of the Trade Fair.

Personally, I enjoyed a rejuvenating face mask, relishing the chance to rest my feet after a long day. It was a nice combination of pleasure and practicality, as I was sourcing face Masks!

And let's not forget, we are in China—the epitome of consumerism! Selling is an integral part of the CEB experience. Why would a brand participate in a fair without the ability to sell? On the last day, like many other trade shows, booths sell their samples or remaining stock. During the CEB, even non-professionals (with a ticket price of 100 RMB) can enter, and they come seeking free samples or discounted prices on their favorite products. Brands are prepared to sell directly on the spot, with eager customers queuing up to make purchases. Some negotiations can get quite amusing, like the three ladies who spent over 10 minutes haggling for better prices—it was funny to watch!

BUT selling doesn't only happen physically; it also takes place digitally. Many booths have set up video streaming systems to showcase their products throughout the fair, providing a non-stop live experience. While some use basic phone setups,

others boast impressive professional studios.

These digital live streams create an additional layer of engagement and convenience for both brands and customers.

In conclusion, the CEB has successfully transformed a trade fair into a grand "show." The enthusiasm of the attendees is palpable, contributing to the event's vibrant atmosphere. However, this also means that the CEB is incredibly busy and exhausting. While it represents progress and a new approach to organizing events, I do miss the old-fashioned fairs, where people could sit down and take the time to discuss and understand each other's needs. At the CEB, time is money, and the pace is relentless.