Interview with Mr Stanley Chu

Mr Stanley Chu
Mr Stanley Chu
Founder & Chairman
Adsale Group
Adsale Group

Past epoch of two years was deadly especially for machinery manufacturers. How did it affect your business?

Under bad economy, exhibitors became more conservative and they cut the promotion budget or use the promotion expenses more carefully. On the other hand, consumers were spending less and demand on the clothing and apparel dropped. Facing the drop in orders, textile manufacturers did not spend on purchasing equipment and thus textile machinery makers, our exhibitors, suffered. Our business also got affected and we were facing lots of challenges.

However, our commitment to exhibitors and placing their interest on top give us clear direction. We did not cut our promotion budget and efforts; instead we even spent more on buyer promotion. We provided more values to the customers and give them higher returns on joining our shows. We let customers know that joining our shows is cost effective.

Some of our major clients told us that they even increased the promotion and R&D budget during economic downturn, as they understand the importance of marketing and innovation. They have to stand out from others during sluggish economy. The fact shows that only those corporations who upgraded themselves and invested in technology enhancement survived under the industry and economic transformation. And we are glad that we picked the right strategy during economy downturn and we have gained the support of many anchor clients.

Competitions are intensifying and are coming from anywhere and everywhere (including non-traditional ones). What are the strategies adopted by your company to face these competitions?

Our success is attributable to China's rapid economic growth, our internationalized operation, professionalism in exhibition organization and the privilege of having an ideal team combining excellent personnel from Hong Kong and the mainland China. "Hongkongers” are good at communicating with foreign buyers and exhibitors, while mainland staff is close to the market and government authorities. We have taken great advantage of our personnel on both sides.

Exhibition is complex, so Adsale places high emphasis on systematic management and show organization. We received ISO 9002 certification in 2000, the first exhibition organizer not only in China but also in the Asia Pacific region to have the certification.

We are also very proud of the company's well-established show history and proven track record in international contents, professional services and quality management. To date, a total of seven exhibitions organized by Adsale or in cooperation with other organizers, including Chinaplas, Woodworking Fair, Printing South China, Sino-Pack, Dongguan China Shoes, EP China and Yiwu H&G, have been certified as an "UFI Approval Event", the top laurel of the world's exhibition sector. The company, which became a member of UFI in 2006, is currently one of the few in China to have so many shows receiving recognition from UFI.

Consistency in innovation is also a key to success for Adsale. We encourage innovation in every aspect of work, from our management to frontline staff. We are committed to customer satisfaction through our reliable, quality and competitive services, as well as our proven experience in enhancing the economic ties between China and the rest of the world.

Area of Challenges in your line of operations are-

Customers are more sophisticated and will pick the best show to join with higher expectation from organizers. Competition becomes fierce as there are several thousands exhibitions held in China every year. Cost of running exhibitions in China is increasing too, including the appreciation of RMB, increase in labor and rental cost, etc. Many industries have not been fully recovered also affected our business.

To tackle the challenges, our commitment to exhibitors and placing their interest on top would be our driving force. We are committed to customer satisfaction through our reliable, quality and competitive services, as well as our proven experience in enhancing the economic ties between China and the rest of the world.

Your fair QITMF is at hand. How are preparations? How do you anticipate its success and what would be new therein?

The 11th China (Qingdao) International Textile Machinery Fair (QITMF) is a textile machinery show rooted in Shandong Province with influences spanning over Northern China. The coming show will be held on Sep 15 –17, 2010. It provides an ideal platform for sourcing innovative textile machinery & technology. The exhibitor recruitment is on track and we have started the visitor promotion too! Numerous big brands have confirmed to join and will bring their latest machinery to be launched and promoted at the show, including Chemtax, NanSing, etc. For more details, please visit

Besides QITMF, our next textile machinery show would be Yiwu H&G 2010, which will be held on November 24 – 26, 2010 in Yiwu, Zhejiang Province, China. It is a specialized exhibition in hosiery, seamless-underwear, knitting and braiding machinery, parts and accessories and is expecting to attract numerous manufacturers of knitting & hosiery industry from all over the world. Display zone on knitting end-product collections will be newly launched in the coming show, together with summit and seminar to address the hottest topics in the industry. For more details, please visit

We are also expecting one of the largest and most historical textile machinery exhibitions in China, ShanghaiTex 2011, which will be held on June 14 – 17, 2011 in Shanghai. Full range of textile machinery & technology will be displayed, including spinning, weaving, knitting, hosiery, printing, dying & finishing, non-woven, techtextile, etc. ShanghaiTex 2011 is expected to reach 100,000sqm and gather more than 1,000 exhibitors. For more details, please visit

Published on: 19/07/2010

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of

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