Credible service for brands, trade growth and a strong long-term reputation.
Selected case / 03
Global Victoria / China consumer goods trade activation / 2024–25
Build the conditions for a cross-border business relationship to begin.
A multi-city B2B trade program for Victorian consumer brands: using expo presence, Global Victoria's China network, targeted buyer recruitment and high-density one-to-one business matching to create meaningful China-market conversations.
01 / Project context
A public-sector trade objective, delivered through human-scale business interactions.
Help Victorian consumer brands find credible routes into the China market.
Global Victoria's China team works to help Victorian businesses access global opportunities. For consumer goods brands, the practical challenge is not simply showing up at a trade fair: it is getting the right brands, decision-makers and market context into the same room—with enough preparation for a useful commercial conversation to happen.
Trade expo access+Global Victoria China network+Targeted buyer recruitment+Brand readiness=Business connection
02 / Stakeholder management
The project had to protect four different definitions of “value”.
Match expectations before matching people.
Interested buyers, clear participation steps and contacts aligned to expansion strategy.
Project leadTranslate priorities
into a workable program
into a workable program
Qualified, competitive products and information to judge the partnership fit early.
Platforms, distributors, retailers and trade-fair reach that bring the room together.
The lead role was to protect relevance on all sides: translate the client's trade mandate into a clear offer, prepare brands to participate with confidence, and make buyer time worth accepting.
Operating flow
Use structured preparation to make limited face-to-face time count.
- 01
Collect brand intent
Capture target cities, buyer types, timing and market priorities.
- 02
Recruit & qualify buyers
Use brand information to invite platforms, distributors, retailers and specialist import channels with potential fit.
- 03
Build the meeting matrix
Let buyers select relevant brands, then schedule the maximum number of useful 1:1 conversations within the available time.
- 04
Host with care
Make product display, timing, navigation and stakeholder experience feel considered—so the government's service is visible in the room.
03 / My role
Central contact point from client brief to on-site experience.
Lead the operating system behind the event—not only the event day.
Client partnership
Acted as the day-to-day Global Victoria contact, translating objectives into decisions, workstreams and visible delivery standards.
Program orchestration
Scheduled the moving parts across brands, buyers, platforms, venue and team—then allocated responsibilities so every hand-off was clear.
On-site leadership
Led real-time execution: product display, session flow, stakeholder care, issue triage and the quality of the participant experience.
04 / Program series
One repeatable model, adapted to each city and market moment.
Five iterations across Greater China and the South-West market.
Sep 2024ChengduNov 2024ShanghaiMay 2025GuangzhouNov 2025ShanghaiNov 2025Hong Kong
01 / program stopSep 2024Chengdu
3rd Western Cross-Border E-commerce Expo
Bring Victorian consumer goods into a new regional buyer conversation.
A dedicated Victoria display area at the Western Cross-Border E-commerce Expo paired product discovery with a roadshow and pre-matched business discussions for Southwest China.
02 / program stopNov 2024Shanghai
Consumer goods trade mission
Pair the 11.11 market moment with direct buyer conversations.
The Shanghai program combined platform insight, brand roadshows, one-to-one business matching, consumer-facing KOL content and CIIE-related market exposure.
03 / program stopMay 2025Guangzhou
Consumer goods showcase & business matching
Make the market feel tangible through platforms, buyers and site visits.
A roadshow and one-to-one matching day was followed by visits to Douyin Guangzhou and the By-Health Transparency Factory, giving participating brands a closer view of local channels and operations.
04 / program stopNov 2025Shanghai
Consumer goods roadshow & buyer matching
Turn prepared preferences into concentrated business time.
At Vic House Shanghai, the format returned to a tightly choreographed roadshow and one-to-one meetings, followed by market visits to Douyin Shanghai and the Hangzhou bonded zone.
05 / program stopNov 2025Hong Kong
First Hong Kong edition
Extend the buyer dialogue toward a wider APAC channel network.
The inaugural Hong Kong edition combined roadshow presentations and 1:1 meetings, widening the conversation from mainland China toward Hong Kong, Macau, Taiwan, Japan, South Korea and Southeast Asia channels.
05 / My role + reference
Project leadership, shown through the people in the room.
Delivery is a team sport; accountability still needs a clear centre.
Client partnership
Acted as the day-to-day Global Victoria contact, translating objectives into decisions, workstreams and visible delivery standards.
Program orchestration
Scheduled the moving parts across brands, buyers, platforms, venue and team—then allocated responsibilities so every hand-off was clear.
On-site leadership
Led real-time execution: product display, session flow, stakeholder care, issue triage and the quality of the participant experience.
Internal portfolio review only. Photography establishes delivery context; commercial results, contacts, buyer preferences and meeting notes remain confidential.
06 / What this proves