From TikTok to Trade Shows: Is China's Social Selling Revolution Heading for European Exhibitions?
Conference
2026-06-05 | 12:00 PM - 12:20 PM | Fuar Izmir - Hall B Main Stage
Live commerce powered by Key Opinion Leaders has transformed retail in China — and it's heading west. What started on platforms like Douyin and Taobao has evolved into a sophisticated social selling ecosystem where trusted voices drive real-time purchasing decisions at massive scale. Now, forward-thinking exhibition organisers are asking: what happens when you bring that energy onto the show floor?
In this session, Allen Xiang, General Manager at Informa Markets, draws on direct experience from Asia's exhibition market to explore how KOL-led live commerce is beginning to reshape what exhibitions offer exhibitors — and what it could mean for audience engagement, new revenue streams, and the future of the trade show format in Europe.
