How to follow up with Canton Fair buyers
The 140th Canton Fair ended on Nov 4. Here is a day-by-day 14-day guide on when, who, what, and in which language to email buyers to turn business cards into orders.
The 140th China Import and Export Fair (Canton Fair) concluded in Guangzhou on November 4. Held in three phases starting October 15, this exhibition welcomed 352,000 overseas buyers from 219 countries and regions, with over 32,000 participating companies. The number of overseas buyers increased by 12.2% compared to the previous session (People's Daily, November 5, 2026).
A high volume of buyers means their inboxes will be just as crowded. If a buyer visited dozens of booths over a few days, their inbox will be flooded with dozens of similar greeting emails the following week. The companies that stand out among them are those that follow up first, keep it brief, and stay specific.
This article breaks down the 14 days following the exhibition to show you exactly who to message and what to send day by day.
Step 0. Organize business cards within 48 hours
First, sort the collected business cards and scanned records into three groups:
- Buyer A: Buyers with whom you discussed specific details such as models, quantities, target prices, or certifications.
- Buyer B: Buyers who took a catalog or expressed interest in specific items.
- Buyer C: Buyers with whom you only exchanged business cards or scanned QR codes.
Write down a "one-line note of what you discussed at the booth" on each business card. This single line will serve as the raw material for your first email.
If you have too many business cards, you can use the Rinda Field app to snap photos of them right on the spot. Names, companies, and emails are automatically organized into a buyer list, and recording your consultation will leave you with an automated summary and to-do list.
Days 1–2. Keep the first email to three sentences
In the subject line, include the exhibition name and the product they looked at. For example: "Canton Fair Phase 3 | Quote for the bamboo storage box you checked".
Three sentences are more than enough for the body:
- Where you met (exhibition name, booth number)
- What you discussed (the one-line note you wrote down at the booth)
- What you will send next, or a single question
Instead of attaching a massive catalog PDF, it is better to include one or two photos or a link to the product they asked about. Large attachments are easily caught by spam filters, and buyers rarely open all of them.
Days 3–5. Send quotes and samples to Buyer A
Do not keep Buyer A waiting. Send a quote reflecting the conditions discussed on-site (quantity, Incoterms, delivery lead time) and ask about their sample schedule. If even one detail is missing, simply ask that single question along with the quotation.
Day 7. Share one new piece of information in the second email
Simply asking "Did you get my email?" gives the buyer no reason to reply. Instead, provide a new point of consideration, such as a certificate, an updated delivery schedule, or a case study of supplying to a similar market. This is also a good time to send a tailored email to Buyer B based on their items of interest.
Day 14. Wrap up with a single question
A simple question like "Please let me know if you plan to review this within the year or if I should reach back out in the spring, so I can align with your schedule" is much easier to get a reply to than a long company introduction. Since the next Canton Fair will take place from April 15 to May 5, 2027 (CCTV), asking about their spring schedule is a natural conversation starter.
Write in the buyer's language
At this exhibition, buyers from the European Union increased by 38.2%, and those from the US increased by 22.2% (CCTV). If they are not native English speakers, writing at least the subject line and the first sentence in the buyer's native language will catch their eye. However, sending machine-translated text without verification can damage credibility, so double-check with a native speaker or a localization tool.
What NOT to do
- BCCing the same email to hundreds of people at once
- Sending template emails where only the name and company name are changed
- Emailing Buyer C every day when they haven't expressed intent to purchase
- Sending promotional emails without an unsubscribe option (check local spam regulations beforehand, as they vary by country)
Summary at a glance
| Timeline | Target | What to send |
|---|---|---|
| Days 0–2 | Everyone | Three-sentence first email |
| Days 3–5 | Buyer A | Quotation, sample schedule |
| Day 7 | Buyer A, B | One new piece of information |
| Day 14 | Non-responding Buyer A, B | One closing question |
Trade show success does not end at the booth; it is decided in the 14 days that follow. Start by organizing those business cards today.
Rinda drafts customized follow-up emails in the buyer's language based on their company information, tracks opens, clicks, and replies, and alerts you when to send the next email. All emails are sent only after being reviewed by your manager. Learn more about Rinda
References: People's Daily "The 140th Canton Fair Concludes Successfully" (2026-11-05), CCTV "140th Canton Fair Closes, Attracting a Record High of 352,000 Overseas Buyers" (2026-11-05)
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