When sourcing products from China, buyers often face a critical question: Should I attend a trade fair or visit factories directly? Both approaches play an important role in B2B sourcing from China, but each serves a different purpose. Understanding the pros and cons of trade fairs vs factory visits helps importers, brand owners, and wholesalers make smarter sourcing decisions—and avoid costly mistakes.
What Is a Trade Fair in China?
A trade fair is a large-scale exhibition where multiple manufacturers and exporters showcase their products in one location. Popular events like the Canton Fair and CIFF attract thousands of suppliers across multiple categories.
Pros of Trade Fairs for Product Sourcing
New product launches
Design and material trends
Pricing benchmarks
This is especially useful for buyers entering a new category.
Cons of Trade Fair
What Is a Factory Visit?
A factory visit involves traveling directly to a manufacturer’s production facility to assess operations, quality systems, and capacity.
Pros of Factory Visits for Sourcing
1. Full Transparency
You can verify:
Machinery and production capacity
Workforce skill levels
Quality control procedures
Compliance standards
2. Better Negotiation & Customization
Factory visits often lead to:
Better pricing
Lower MOQs
More flexibility in customization
3. Stronger Supplier Relationships
Face-to-face factory engagement builds trust and long-term partnerships.
Cons of Factory Visits
1. Time & Cost Intensive
Factory visits require travel planning, interpreters, and logistics—especially when visiting multiple locations.
2. Limited Supplier Comparison
Unlike trade fairs, you can only visit a few factories in one trip.
3. Risk Without Pre-Screening
Visiting unverified factories without prior research can waste time.
Trade Fair vs Factory Visit: Quick Comparison
| Aspect | Trade Fair | Factory Visit |
|---|---|---|
| Best for | Supplier discovery | Supplier verification |
| Number of suppliers | Very high | Limited |
| Cost per supplier | Low | Higher |
| Quality assessment | Sample-level | Production-level |
| Negotiation depth | Moderate | High |
When You Should Do Both (Best Practice)
The most successful sourcing strategy is combining trade fairs and factory visits.
Step-by-Step Ideal Sourcing Flow
Attend a trade fair to identify and shortlist suppliers
Compare products, pricing, and capabilities
Visit selected factories for due diligence
Finalize suppliers, samples, and contracts
This approach reduces risk while maximizing sourcing efficiency.
Common Buyer Mistakes to Avoid
Relying only on trade fair samples
Skipping factory audits before bulk orders
Choosing suppliers solely on price
Not documenting discussions and specifications
Which Is Better?
There’s no one-size-fits-all answer.
Trade fairs are best for market research and supplier discovery
Factory visits are essential for verification and long-term sourcing success
For serious buyers sourcing from China, doing both is the smartest and safest strategy.