You Yongsheng, general secretary of the fair's organizing commission, said he knew of many companies that had made innovative changes to their lines and products, which would be appealing to the many foreign buyers expected at the trade event.

"The international market presents little cheer at the moment, and the number of registered overseas visitors is slightly lower than that of last year," he said. "But I'm optimistic the number of foreign visitors actually coming through the doors will be as high as past years."

This year, organizers have launched an award for innovation during the event, prompted by the need for many companies to adapt to the toughening international conditions.

About 20,000 new products are making their debuts at the fair, according to the Shanghai Municipal Commission of Commerce.

Xie Ningjuan, a sales representative with Hunan Hualian China Industry Co Ltd, a major ceramics producer from Hunan province, said his company is one of the many taking part in the event which has decided to look away from the more traditional export markets of Europe and the United States, in favor of emerging markets.

"We are setting up a representative office in South Africa and in some Middle East countries to add sales channels to our current ones in European countries and the US," he said.

"Demand is growing in various locations, and we will also try to launch new designs."

The East China Fair is open until March 5, at the Shanghai New International Expo Center.

Contact the writer at wuyiyao@chinadaily.com.cn

Related Readings

Foreign trade faces challenges in 2013

China's January exports up 25%, imports up 28.8%

China less dependent on foreign trade in 2012

Year-ender: foreign trade

Export woes need for change in trade structure