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Shanghai International Franchise Exhibition - SFE Show
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About this event
Data sheet
Shanghai International Franchise Exhibition - SFE Show – Event Attendee & Buyer Profile Analysis
Event Date: 2026-11-10 to 2026-11-12
Location: Shanghai, China
Event Status: Upcoming
Research Date: 2026-07-02
Event Overview
| Event Name | Shanghai International Franchise Exhibition (SFE Show) |
| Event Date | 2026-11-10 to 2026-11-12 |
| Event Status | Upcoming |
| Venue | Not publicly confirmed in the provided official website content |
| City | Shanghai |
| State / Region | Shanghai Municipality |
| Country | China |
| Organizer | Shanghai Informa Markets International Exhibition Co., Ltd. / Shanghai Sinoexpo Informa Markets International Exhibition Co., Ltd. with Shanghai Chain Store & Franchise Association and Shanghai Yibisun Exhibition Co., Ltd. as stated on the official event content |
| Official Event Website | sfeshow.com |
| Event Type | Franchise exhibition, investment sourcing show, business matching platform |
| Primary Category | Business Services |
| Secondary Applicable Categories | Retail, Hospitality, Food & Beverages, Logistics & Transportation, Home & Office |
| Audience Reach | National with meaningful regional and cross-border sourcing interest |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. |
| Attendance Data Reliability | Medium for event format and audience profile; low for headcount because current-year attendance is not publicly confirmed |
| Main Purpose of Event | To connect franchise brands, investors, entrepreneurs, operators, and business-service suppliers for store expansion, sourcing, partnership development, and investment matching |
About the Event
SFE Show is a long-running franchise and chain expansion exhibition founded in 2005. According to the official event content, it brings together restaurant chains, retail brands, service concepts, and chain-resource providers across more than 120 market sub-segments. The event is positioned as a professional platform for investment matching, store expansion, business negotiation, and category discovery across China’s franchising ecosystem.
The show matters because it serves both sides of the franchise market: brands seeking growth capital, partners, and store operators; and investors or entrepreneurs seeking vetted business models and support services. Its strongest business relevance is to franchising, procurement, commercial leasing, supply-chain enablement, finance, branding, and growth-stage business development.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Franchise investors / individual operators | Entrepreneurs, family offices, high-net-worth individuals, multi-unit buyers | Primary decision-makers for franchise purchase, store opening, and capital allocation | Core audience for franchise brands, financing, consulting, and store setup services |
| Franchise brands / expansion teams | Restaurant chains, retail chains, service brands | Seeking franchisees, partners, and operating support | Potential buyers of branding, site selection, design, supply chain, and operations services |
| Commercial real estate and leasing teams | Shopping centers, malls, landlords, brokerage firms, retail property operators | Influence store placement, lease terms, tenant mix, and expansion readiness | Relevant for vendors of tenant fit-out, facilities, signage, and property services |
| Supply chain and sourcing leaders | Chain operators, central kitchens, retail distribution teams, procurement offices | Control vendor selection, category sourcing, logistics, and service-level standards | Important for packaging, ingredients, equipment, logistics, and warehouse providers |
| Operations and store development leaders | Chain operations teams, new store opening teams, area managers | Drive rollout execution, store standards, and training | Good targets for equipment, training, fit-out, and operating-system vendors |
| Finance and investment advisors | Banks, fintech lenders, franchise finance firms, accounting firms | Influence financing, deal structuring, and investor readiness | Useful for event sponsorship, lead generation, and relationship-based sales |
| Brand service providers | Design firms, marketing agencies, legal advisors, HR firms, training providers | Support franchise growth and compliance | High relevance for solution vendors serving chain expansion |
| Media and association stakeholders | Trade media, franchise associations, industry analysts | Shape visibility, perception, and category intelligence | Useful for PR, thought leadership, and market-education campaigns |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Shanghai | Very high | High | Host-city franchise buyers, investors, operators, and service providers |
| Yangtze River Delta | High | High | Strong concentration of retail, restaurant, logistics, and commercial real estate decision-makers |
| Major Chinese metro areas | High | Medium to high | Beijing, Guangzhou, Shenzhen, Chengdu, Wuhan, Hangzhou, Nanjing, Suzhou, Chongqing, Xi'an |
| Tier-2 and Tier-3 expansion cities | Medium to high | High | Important for franchisees seeking lower-cost market entry and regional growth |
| Greater China / cross-border Asia | Medium | Medium | Potential interest from nearby markets and brands exploring China market entry or sourcing |
| International investors / suppliers | Low to medium | Medium | Relevant where products, equipment, ingredients, or services are imported or localized for China |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| National | Primary classification | The show is positioned as a China-wide franchise investment platform with broad domestic brand and buyer participation |
| Regional | Secondary | Shanghai and the surrounding Yangtze River Delta are the strongest feeder markets for attendance and business matching |
| Global | Limited but relevant | International supplier and investor interest is plausible, but the event is primarily China-focused |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Shanghai Chain Store & Franchise Association | Association / ecosystem organization | Core industry stakeholder and co-organizer-related ecosystem body | scfa.org.cn | Secretary General, Director, Program Manager, Partnership Manager | Confirmed Current-Year Participant |
| Shanghai Bohua International Exhibition Co., Ltd. | Organizer / event operator | Official organizer on the event content and likely lead-generation gatekeeper | imsinoexpo.com | Marketing Director, Sales Director, Sponsorship Manager, Exhibition Manager | Confirmed Government / Procurement Organization |
| Shanghai Yibisun Exhibition Co., Ltd. | Organizer / event operator | Named co-organizer on official event content | Not provided in source text | Business Development Director, Project Manager, Partnerships Director | Confirmed Current-Year Participant |
| HOTELEX / foodservice ecosystem operators | Adjacent trade-show ecosystem | The official site references concurrent related industry programming and brand ecosystem overlap | hotelex.cn | Partnership Director, Procurement Lead, Brand Manager | Strong Market Fit, Attendance Not Confirmed |
| McDonald's China | Franchise / chain operator | Large-scale chain expansion, site development, and supplier sourcing relevance | mcdonalds.com.cn | Franchise Development Director, Procurement Manager, Store Development Director | Strong Market Fit, Attendance Not Confirmed |
| Yum China | Multi-brand restaurant operator | Relevant for chain operations, store expansion, and supplier engagement | yumchina.com | VP Development, Procurement Director, Operations Director | Strong Market Fit, Attendance Not Confirmed |
| Luckin Coffee | Retail / beverage chain operator | Potential for chain expansion, supply chain, packaging, and store rollout engagement | luckincoffee.com | Category Manager, Supply Chain Director, Store Opening Manager | Strong Market Fit, Attendance Not Confirmed |
| Mixue | Franchise / beverage chain operator | Highly franchise-relevant model for store expansion and supply chain procurement | mixue.com | Franchise Development Manager, Procurement Manager, Operations Director | Strong Market Fit, Attendance Not Confirmed |
| RT-Mart | Retail / supermarket operator | Retail sourcing, franchise-adjacent services, and store expansion relevance | rt-mart.com.cn | Merchandising Director, Category Manager, Procurement Director | Strong Market Fit, Attendance Not Confirmed |
| 7-Eleven China | Convenience retail chain | Franchise-like expansion model, retail sourcing, and store support relevance | 7-eleven.com.cn | Expansion Director, Store Development Manager, Procurement Manager | Strong Market Fit, Attendance Not Confirmed |
| Miniso | Retail chain operator | Store expansion, retail procurement, merchandising, and franchising relevance | miniso.com | Retail Operations Director, Merchandising Director, Category Manager | Strong Market Fit, Attendance Not Confirmed |
| Dicos | Quick-service restaurant chain | Relevant chain operator for franchise, procurement, and operations decision-making | dicos.com.cn | Franchise Operations Manager, Procurement Director, Store Opening Lead | Strong Market Fit, Attendance Not Confirmed |
| Haidilao | Restaurant chain operator | Large chain with sourcing, operations, and brand expansion relevance | haidilao.com | Procurement Manager, Operations Director, Expansion Director | Strong Market Fit, Attendance Not Confirmed |
| China Construction Bank | Financial services / franchise finance | Financing partner for franchise investment and store expansion | ccb.com | Relationship Manager, SME Banking Director, Commercial Lending Manager | Strong Market Fit, Attendance Not Confirmed |
| CBRE China | Commercial real estate advisor | Site selection and lease advisory are highly relevant to franchise expansion | cbre.com.cn | Retail Services Director, Leasing Director, Advisory Lead | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Franchise Development Director | Business Development | Director / VP | Owns expansion pipeline, partner acquisition, and growth strategy |
| 2 | Chief Procurement Officer | Procurement | C-level | Controls supplier strategy, category sourcing, and vendor qualification |
| 3 | Store Development Director | Operations / Real Estate | Director | Drives site rollout, store opening, and fit-out decisions |
| 4 | Procurement Manager | Supply Chain / Procurement | Manager | Evaluates product, equipment, packaging, and service vendors |
| 5 | Operations Director | Operations | Director / VP | Influences operating standards, rollout readiness, and supplier selection |
| 6 | Category Manager | Merchandising / Procurement | Manager / Senior Manager | Relevant for retail sourcing, category selection, and supplier evaluation |
| 7 | Commercial Leasing Director | Real Estate | Director | Key for site acquisition and tenant mix decisions |
| 8 | Finance Director | Finance | Director / VP | Assesses investment, funding, and unit economics |
| 9 | Partnerships Director | Alliances / Business Development | Director | Looks for brand alliances, ecosystem partnerships, and co-marketing |
| 10 | Supplier Diversity / Strategic Sourcing Lead | Procurement | Manager / Director | Relevant where brands seek approved suppliers and service partners |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Food & Beverages | Core franchise vertical for restaurant and beverage chains | Brand expansion, sourcing, packaging, equipment, and ingredients |
| 2 | Retail | Strong fit for store-based franchise models and multi-location operators | Category management, merchandising, and expansion leads |
| 3 | Hospitality | Relevant for service and hotel-adjacent franchise concepts | Operator acquisition, site development, guest-service tools |
| 4 | Business Services | Professional services and support services are part of the chain-resource ecosystem | Legal, consulting, training, and business support sales |
| 5 | Logistics & Supply Chain | Chain operations need distribution, warehousing, and delivery support | 3PL, warehousing, inventory, and transport services |
| 6 | Commercial Real Estate | Store site selection and leasing are critical to franchise growth | Brokerage, lease advisory, and landlord partnerships |
| 7 | Financial Services | Financing is central to franchise investment and expansion | SME lending, merchant finance, franchise finance |
| 8 | Management Consulting | Brands need growth strategy, market entry, and operating-model support | Strategy, expansion planning, and performance improvement |
| 9 | Marketing & Advertising | Franchise brands rely on demand generation and local store marketing | Lead generation, branding, and franchise acquisition campaigns |
| 10 | Construction | New store build-outs and renovation services are in scope | Fit-out, project management, and store construction |
| 11 | Import & Export | Useful for brands sourcing foreign products, equipment, or ingredients | Cross-border sourcing and localization |
| 12 | Facilities Services | Operational support for store openings and ongoing maintenance | Cleaning, maintenance, and facilities management |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Confirmed absence of public figure | Official website content provided | Use as a lead-generation event, but do not treat as a quantified attendance source without organizer disclosure |
| Exhibitor count | Not publicly confirmed in the provided text | Unavailable | Official website content provided | The site references 0+ placeholders in the copied content, which are not usable as verified counts |
| Buyer count | Not publicly confirmed | Unavailable | Official website content provided | No current-year buyer list provided on the supplied content |
| Speaker count | Not publicly confirmed | Unavailable | Official website content provided | The event includes summit, roadshow, and matchmaking programming, but no quantified speaker list was supplied |
| Sponsor count | Not publicly confirmed | Unavailable | Official website content provided | No sponsor inventory was included in the copied content |
| Historical attendance | 0+ figure displayed in source text; exact count not disclosed | Historical / non-verified placeholder | Official website content provided | Treat as non-actionable for forecasting because the website copy does not provide an exact figure |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Franchise expansion | New investors, new markets, new units | Lead qualification around growth-stage opportunities | Franchise consulting, lead generation, CRM, investor onboarding |
| Site selection / leasing | High-traffic, feasible store locations | Engage real estate and mall teams | Commercial brokerage, GIS, site intelligence |
| Supply chain and procurement | Reliable vendors, pricing, service quality | Target sourcing teams and category owners | Packaging, ingredients, equipment, logistics, warehousing |
| Brand marketing | Franchisee acquisition and local market visibility | Pitch lead gen, paid media, and content services | Performance marketing, PR, event activation |
| Finance and funding | Capital for store opening and franchise purchase | Engage lenders, fintechs, and accounting firms | SME finance, merchant lending, investor readiness tools |
| Training and operations | Standardized rollout and staff readiness | Engage operations leaders and training providers | LMS, onboarding, SOP tooling, QA systems |
| Brand services ecosystem | Design, legal, HR, and compliance support | Cross-sell service providers into franchise network | Legal, brand design, HR outsourcing, advisory |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The event is explicitly built around franchise buyers, investors, operators, and chain-resource suppliers |
| Decision-maker availability | High | Likely to include owners, founders, operations leaders, procurement teams, and expansion executives |
| Data collection potential | High | Franchise events often generate useful buyer personas, even when attendance totals are not published |
| Apollo targeting potential | Very High | Multiple target industries, seniority levels, and job titles align with franchise, retail, foodservice, and real estate buyer segments |
| Geographic targeting potential | High | Strong Shanghai, Yangtze River Delta, and national China targeting options |
| Best outreach approach | Targeted B2B outreach | Use industry, role, and growth-stage messaging focused on expansion, sourcing, and store rollout |
| Overall lead quality | High | Strong event for lead generation, brand partnership outreach, and franchise ecosystem targeting |
| Best use case | Franchise sales, supplier prospecting, and event attendee list building | Well suited for B2B appointment setting, sponsor prospecting, and opportunity discovery |
| Limitations / risks | Moderate | No verified current-year attendee list or exact attendance figure in the supplied official content |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Food & Beverages; Retail; Hospitality; Business Services; Financial Services; Commercial Real Estate; Logistics & Supply Chain; Construction; Marketing & Advertising; Management Consulting | Capture the broad franchise ecosystem and its support stack |
| Departments | Business Development, Procurement, Operations, Real Estate, Finance, Marketing | Focus on roles that influence expansion, vendor selection, and store development |
| Seniority | Owner, Partner, CXO, VP, Director, Head, Manager | Prioritize decision-makers and operational influencers |
| Job titles | Franchise Development Director; Procurement Director; Category Manager; Operations Director; Store Development Director; Leasing Director; CFO; Marketing Director; Partnership Director; Investor Relations | Direct role mapping to high-fit buyer profiles |
| Geography | China; Shanghai Municipality; Yangtze River Delta; Beijing; Guangdong; Zhejiang; Jiangsu; Sichuan; Hubei | Support national event reach with regional precision |
| Employee size | 11-50; 51-200; 201-500; 501-1,000; 1,001-5,000; 5,000+ | Covers founder-led brands, scaling chains, and enterprise operators |
| Keywords | franchise, chain store, store development, new store opening, retail expansion, procurement, sourcing, commercial leasing, restaurant chain, beverage chain | Increase search precision for franchise and chain-growth buyers |
| Company type | Private company; Franchise operator; Multi-location operator; Retail chain; Restaurant chain; Services chain | Target organizations most likely to transact at the event |
| Technologies | CRM, ERP, POS, franchise management, store operations software, procurement systems | Useful for technology and software vendors selling into chain operators |
Suggested Apollo Search Logic: (franchise OR chain store OR chain operator OR store development OR procurement OR retail expansion OR restaurant chain OR beverage chain) AND (Director OR VP OR Head OR Manager OR Owner OR Partner) AND geography: China / Shanghai / Yangtze River Delta.
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Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| SFE Show Official Website | Official organizer website | Event identity, 2026 Shanghai autumn dates, organizer names, event concept, participant categories, and program descriptions | High |
| SFE Show Homepage Content | Official website copy | Show format, coverage areas, event positioning, and multi-city series structure | High |
| SFE Show “Exhibition Introduction” Section | Official event introduction | Founded in 2005, 120+ sub-segments, and franchise-investment matchmaking positioning | High |
| SFE Show Activity Center / Industry Content | Official event programming content | Confirmed business themes: franchise summit, awards, brand roadshows, and resource matchmaking | High |
| Provided official website text excerpt | Primary source excerpt | Verified the 2026 Shanghai autumn show dates and the event’s franchise / chain-resource orientation | High |
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Tell us your work email and our AI instantly builds a buyer list matched to Shanghai International Franchise Exhibition - SFE Show — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
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