zhǎntái: 展台 - Exhibition Stand, Booth, Display Stand

• Keywords: zhantai, 展台, Chinese for booth, exhibition stand in Chinese, trade show booth, display platform, Canton Fair terms, Chinese business vocabulary, setting up a booth in China, 展覽會 (exhibition).
• Summary: Learn the essential Chinese business term 展台 (zhǎntái), which means “exhibition stand” or “booth.” This guide explains its meaning, cultural significance at major Chinese trade fairs, and practical usage. Discover how to talk about designing, finding, and presenting at a zhǎntái, a crucial concept for anyone involved in international business, trade shows, or promotional events in China.

• Pinyin (with tone marks): zhǎn tái
• Part of Speech: Noun
• HSK Level: N/A (Considered intermediate / Business Chinese vocabulary)
• Concise Definition: A physical structure, booth, or stand used for displaying products or information at an exhibition, trade fair, or promotional event.
• In a Nutshell: Think of a trade show like the Canton Fair or an auto show. The dedicated space each company sets up to showcase its products—with its logos, displays, and staff—is a 展台 (zhǎntái). It's the physical home base for an exhibitor during an event.

• 展 (zhǎn): This character means “to unfold,” “to exhibit,” or “to display.” Imagine unrolling a scroll or spreading out a map for everyone to see. It carries the sense of opening something up for public viewing.
• 台 (tái): This character means “platform,” “stage,” or “stand.” It refers to a raised surface. You see it in words like 舞台 (wǔtái - stage) and 讲台 (jiǎngtái - podium/lectern).
• Combined Meaning: The two characters literally combine to mean “display platform.” This is a very logical and descriptive term, making it easy to remember.

While 展台 (zhǎntái) is a straightforward, functional term, its application in modern China is deeply tied to the concepts of “face” (面子 - miànzi) and corporate prestige. China hosts some of the world's largest trade fairs and expos, and competition is fierce. In Western business culture, a booth is primarily a functional space for sales and marketing. In China, the size, location, design, and technological sophistication of a company's 展台 is a powerful, non-verbal statement about its success, stability, and importance in the market. A large, prominent, and lavishly designed 展台 at a major event like the China International Import Expo (CIIE) is not just a marketing expense; it's an investment in 面子 (miànzi). It signals to competitors, partners, and potential clients that the company is a serious player. Conversely, a small, poorly located, or simple 展台 can be perceived as a sign of weakness or lack of commitment. Therefore, for anyone doing business in China, understanding the budget and effort that goes into a 展台 provides insight into how a company wishes to be perceived.

展台 (zhǎntái) is the standard term used in business, marketing, and event management.

• In Business and Trade Shows: This is its most common context. You'll hear it constantly when discussing logistics for a trade fair (展览会 - zhǎnlǎnhuì) or exposition (博览会 - bólǎnhuì). Common phrases include:
  • `设计展台 (shèjì zhǎntái)` - to design the booth
  • `搭建展台 (dājiàn zhǎntái)` - to set up/construct the booth
  • `预订展台 (yùdìng zhǎntái)` - to book/reserve a booth
• In Promotional Events: The term is also used for temporary displays or kiosks set up in public places like shopping malls to promote a product, service, or event.
• Formality: The term is neutral and appropriate for all levels of formality, from casual conversation with a colleague to formal contracts with an event organizer.

• Example 1:
  • 我们公司的展台在3号馆，欢迎您过来看看。
  • Pinyin: Wǒmen gōngsī de zhǎntái zài sān hào guǎn, huānyíng nín guòlái kànkan.
  • English: Our company's booth is in Hall 3, you're welcome to come and have a look.
  • Analysis: A very common and polite invitation used at a trade show. `馆 (guǎn)` means “hall” or “pavilion.”
• Example 2:
  • 今年我们的展台设计得非常吸引人。
  • Pinyin: Jīnnián wǒmen de zhǎntái shèjì de fēicháng xīyǐn rén.
  • English: This year, our booth is designed to be very attractive.
  • Analysis: This sentence uses `设计 (shèjì)` - to design. The particle `得 (de)` is used here to describe the quality of the action (designing).
• Example 3:
  • 请问，华为的展台在哪个位置？
  • Pinyin: Qǐngwèn, Huáwéi de zhǎntái zài nǎge wèizhì?
  • English: Excuse me, where is the Huawei booth located?
  • Analysis: A essential question for any visitor at a large expo. `位置 (wèizhì)` means “location” or “position.”
• Example 4:
  • 搭建一个这么大的展台需要花费不少钱。
  • Pinyin: Dājiàn yí ge zhème dà de zhǎntái xūyào huāfèi bùshǎo qián.
  • English: It costs quite a bit of money to build such a large booth.
  • Analysis: `搭建 (dājiàn)` is the specific verb for constructing or setting up a booth or temporary structure.
• Example 5:
  • 所有展品都必须在明天早上之前摆放到展台上。
  • Pinyin: Suǒyǒu zhǎnpǐn dōu bìxū zài míngtiān zǎoshang zhīqián bǎifàng dào zhǎntái shàng.
  • English: All exhibits must be placed on the display stands before tomorrow morning.
  • Analysis: This sentence highlights the logistics of preparing for an exhibition. `展品 (zhǎnpǐn)` means “exhibits.”
• Example 6:
  • 他们的展台前总是围满了人。
  • Pinyin: Tāmen de zhǎntái qián zǒngshì wéi mǎn le rén.
  • English: There is always a crowd of people in front of their booth.
  • Analysis: `围满了 (wéi mǎn le)` vividly means “to be completely surrounded by.” This implies the booth is very popular.
• Example 7:
  • 我们需要为展台招聘几名临时工作人员。
  • Pinyin: Wǒmen xūyào wèi zhǎntái zhāopìn jǐ míng línshí gōngzuò rényuán.
  • English: We need to hire a few temporary staff for the booth.
  • Analysis: This shows how the term is used in event staffing and management.
• Example 8:
  • 这个展台的灯光效果特别好，很突出我们的产品。
  • Pinyin: Zhè ge zhǎntái de dēngguāng xiàoguǒ tèbié hǎo, hěn tūchū wǒmen de chǎnpǐn.
  • English: The lighting effect of this booth is especially good, it really highlights our products.
  • Analysis: This focuses on specific design elements of a booth. `突出 (tūchū)` means “to highlight” or “to make stand out.”
• Example 9:
  • 展会结束后，我们必须在两天内拆除展台。
  • Pinyin: Zhǎnhuì jiéshù hòu, wǒmen bìxū zài liǎng tiān nèi chāichú zhǎntái.
  • English: After the exhibition ends, we must dismantle the booth within two days.
  • Analysis: `拆除 (chāichú)` is the verb for “to dismantle” or “to tear down,” the opposite of `搭建 (dājiàn)`.
• Example 10:
  • 我们的展台号是 A203。
  • Pinyin: Wǒmen de zhǎntái hào shì A èr líng sān.
  • English: Our booth number is A203.
  • Analysis: A simple, highly practical sentence. Note that in a series of numbers like this, `一 (yī)` is often pronounced `yāo` to avoid confusion with `七 (qī)`, though it's not present in this example.

For English speakers, the main challenge is distinguishing 展台 (zhǎntái) from similar but distinct terms.

• 展台 (zhǎntái) vs. 摊位 (tānwèi): This is the most common point of confusion.
  • 展台 (zhǎntái): Refers to a more formal, often custom-built structure inside an exhibition hall for a trade show. It implies a professional, corporate presence.
  • 摊位 (tānwèi): Means “stall” or a simple vendor's spot. It's used for smaller, simpler setups, like a stall at a food market, a farmers' market, or a small fair. A street food vendor has a `摊位`, not a `展台`.
  • *Incorrect Usage:* `我想在夜市租一个展台卖小吃。 (Wǒ xiǎng zài yèshì zū yí ge zhǎntái mài xiǎochī.)` → You wouldn't rent a professional “booth” at a night market.
  • *Correct Usage:* `我想在夜市租一个摊位卖小吃。 (Wǒ xiǎng zài yèshì zū yí ge tānwèi mài xiǎochī.)`
• 展台 (zhǎntái) vs. 柜台 (guìtái):
  • 展台 (zhǎntái): Is a temporary structure for *displaying* things.
  • 柜台 (guìtái): Is a “counter,” a permanent fixture used for *transactions* or service, such as a checkout counter in a store, a reception desk at a hotel, or a counter at a bank.
  • *Incorrect Usage:* `请去那个展台付钱。 (Qǐng qù nàge zhǎntái fùqián.)` → You pay at a counter, not a display booth.
  • *Correct Usage:* `请去那个柜台付钱。 (Qǐng qù nàge guìtái fùqián.)`

• 展览会 (zhǎnlǎnhuì) - Exhibition, trade fair. This is the event where you find a `展台`.
• 摊位 (tānwèi) - Stall, vendor's spot. The less formal, smaller-scale equivalent of a `展台`.
• 展品 (zhǎnpǐn) - Exhibit, item on display. The products and items that are placed *on* the `展台`.
• 参展商 (cānzhǎnshāng) - Exhibitor. The company or organization that rents and operates the `展台`.
• 搭建 (dājiàn) - To build, set up, construct. The specific verb used for assembling a `展台`.
• 博览会 (bólǎnhuì) - Exposition, international fair. A term for a very large-scale exhibition, often with international participation.
• 海报 (hǎibào) - Poster. A common visual element used to decorate a `展台`.
• 宣传册 (xuānchuáncè) - Brochure, pamphlet. Materials often distributed to visitors at a `展台`.
• 柜台 (guìtái) - Counter. Differentiated from `展台` by its permanence and focus on transactions rather than display.
• 展出 (zhǎnchū) - To put on display, to exhibit. The primary action that takes place at a `展台`.