Hardware industry exhibition development momentum "in full swing", the exhibition economy is essential for the hardware industry, timely understanding of the exhibition policy dynamics in order to know ourselves, knowing each other well. The "Science and Exhibition Economy Blue Book: China's Conference and Exhibition Economic Development Report (2011)" released by the Social Science Academic Press in Beijing recently pointed out that in the context of China's further opening up and internationalization, the country's convention and exhibition industry has developed rapidly, across the country. Gradually, five industry exhibition clusters in the Yangtze River Delta, the Pearl River Delta, the Bohai Rim, the Northeast, and the Midwest have gradually emerged. Among them, the Pearl River Delta, the Yangtze River Delta, and the Bohai Rim are the three core exhibition industry clusters that are located in the economically developed eastern coastal areas of China. They have their own central development cities, and they promote the development of the convention and exhibition industry in the surrounding areas in a radial manner.
The Pearl River Delta MICE industry cluster is centered on Guangzhou, including Shenzhen, Dongguan, Shunde, Zhuhai, Zhongshan, Guangdong, Fuzhou, Xiamen and other convention and exhibition cities, as well as Hong Kong and Macao Special Administrative Regions.
The Yangtze River Delta MICE industry cluster is led by Shanghai, including Nanjing, Suzhou, Nantong, Hefei, Ningbo, Wenzhou, Yiwu, Hangzhou and other convention and exhibition cities.
Bohai Rim Convention and Exhibition Industry Cluster takes Beijing as the center, including Tianjin, Qingdao, Jinan, Yantai, Weifang, Weihai, Hebei Shijiazhuang, Tangshan, Langfang and other exhibition cities.
The 2010 Conference and Exhibition Economy is booming
The Blue Book states that the exhibition economy, known as the “city economic boosterâ€, continued to thrive in 2010 under the auspices of the Shanghai World Expo. Judging from the number of mainland exhibitions, there were more than 5400 exhibitions in the Mainland in 2010, an increase of about 800 from 2009.
In the exhibition economy of China in 2010, the exhibition showed a momentum of increase in total volume and quality. In terms of the number of exhibitions alone, China has become one of the world's "big exhibition powers." In 2010, the construction of China's exhibition venues was rapidly developing and its construction efforts far exceeded those of the same period in 2008 and 2009.
In addition, the Blue Book pointed out that with the successful hosting of the 2008 Beijing Olympic Games and the 2010 Shanghai World Expo, China will set off a wave of exhibition brands, focusing on cultivating brand exhibitions that can reflect the latest industry development trends, distinctive themes, have a wide range of exhibitors, and have a stable cycle. .
Only 20% of the use of exhibition venues
The report pointed out that judging from the number of national exhibitions, there were more than 5,400 exhibitions in China in 2010, an increase of about 800 from 2009. Judging from the regional distribution of the number of exhibitions, Shanghai, Jiangsu, Beijing, Guangdong, and Zhejiang are the regions with the highest number of exhibitions in 2010.
According to incomplete statistics, the utilization rate of China's exhibition venues is low, with some exceeding 30% and the majority being about 20%.
"Conference Economy" Needs Overall Planning
However, according to the analysis of the Blue Book, the level of specialization of most Chinese exhibition companies is still insufficient. Due to the lack of effective macro-control and industry self-discipline, many exhibitions with the same theme were held. In 2010, there was no significant change. Similar to the more popular exhibitions such as auto supplies exhibition, furniture exhibition, tea exhibition, etc., there are often two or three sessions held in the same period. Exhibitors and visitors with limited energy generally feel exhausted. Although the exhibitions held during the same period can introduce competitions and reduce the participation fees, they also disperse resources for exhibitors. The effect of each exhibition is greatly reduced, so that the on-site order rate is greatly reduced, and it is not conducive to the cultivation of exhibition brands.
The Blue Book points out that how to bring into full play the specialization characteristics of the exhibition and increase the level of professional services is a big issue that is worthy of consideration by organizers and event planners.
The “conference economy†is a category of service industry. As the country attaches great importance to the development of the service industry, promotes the transformation of the economic development mode, adjusts the structure, increases the number of jobs, and increases the proportion of the tertiary industry’s added value, the “conference and exhibition economy†has also been increasingly Level attention. The exhibition is also an aid to economic development. When the production is made and sold, the industrial chain can continue and the economy can live. However, the importance of the exhibition must not be accompanied by the holding of a swarm. It also has a natural law.
For the exhibition economy can not be said to be important, they swarmed. The central government has proposed it from a macro perspective. The development of the exhibition industry to promote economic prosperity and development is based on the overall consideration of the country and is necessary. Judging from the well-known exhibitions in many countries and regions, they have grown up after long-term development and economic needs, such as Frankfurt, Germany's Osaka, Hong Kong's convention and exhibition, domestic "Canton Fair", Shanghai's China Fair... ... The impact is great, the effect is good, and the ability to drive economic development continues to increase.
As far as local levels are concerned, organizing conventions and exhibitions should be planned in an integrated manner and rationally laid out. It cannot be said that the superiors are important, and the localities do not care about the actual situation. It is necessary to make scientific decision-making, and it is appropriate to hold conventions and exhibitions well. Municipalities, counties, and counties must not engage in extraordinarily high exhibitions. This will inevitably cause mutual influence and waste of resources. The effect is also not ideal. Take the former bazaars, it is by no means the villages and villages are gathered, but also a few bazaars in the surrounding villages. The adjacent bazaars are also divided into one, three, five, two, four, and six. The city can thrive on every gathering.
At present, the enthusiasm for hosting conventions and exhibitions in various cities and regions is very high. Even many counties and districts are tying up with Zhuang. The purpose is to promote political achievements. During the holding process, the government issued documents to sub-tasks, requiring lower-level organizations to participate in the exhibition and incorporate them into the work evaluation. As a result, the grassroots and enterprises complained that the grass-roots government had to subsidize the stall fees. In order to complete the task, the enterprises did not pay for their participation in the show. Therefore, they had to deal with the matter and the effect was astonable.
In fact, such conventions and exhibitions are not necessary at all. There is no problem in the development of the exhibition economy. There is nothing wrong with them. The problem is that we do not observe the laws of the customers and do not look at the actual situation. If you engage in me, you will scramble to build a convention and exhibition center. It seems to be a response. The superior's call. As a result, some of them focused on industrial development and exhibitions, and they worked well. Some of them were purely for image projects. They were actually financially inefficient, lacking professional talents, and lacking regional characteristics. The conventions and exhibitions will not be conducted well for a long time.
To handle the exhibition industry must follow the rules of the market economy, government agencies can guide and transmit information, but can not be arranged. It is not a wise move for the government departments at higher levels to regularly issue documents, and it is not a wise move for the grass-roots departments to implement and organize enterprises to participate in the exhibition. Once the tasks are divided into layers, enterprises can only cope with fortifications. If it is a well-known exhibition, it can bring economic benefits to enterprises, and companies voluntarily participate. Although they need to spend a lot of booth expenses, they will seriously prepare and the effect can be affirmed. Therefore, agencies at all levels must not go to the exhibition and must be run by a professional exhibition company in accordance with the business approach and marketization.
Brand exhibition construction grasp the historical opportunity
How to grasp the "Chinese independent brand exhibition" this rare historical opportunity, speed up the pace of internationalization, for China's enterprises to build a stage to the world, but also need to focus on solving three key issues.
1. Strengthen resource integration and participate in international competition
With the shift of manufacturing and trade markets, international exhibitions have paid more and more attention to the Chinese market and accelerated their entry speed and scale. They brought new ideas and standards, set an example for the development of the convention and exhibition industry in China, but also brought a lot of pressure to our own exhibitions.
China's self-employed exhibition is dominated by trade associations. Industry associations are restricted by the development of the industry. The scale and scale of the exhibitions held are limited, and the overall capital strength is not large. While foreign exhibition companies are not subject to industry and country restrictions, there are hundreds of brand exhibitions, rich in resources, and well-capitalized. Luo Baihui, head of the International Die & Metals and Plastics Industry Suppliers Association pointed out that as a barometer of economic development and an important platform to lead the development of the industry, we must have our own leading brand exhibitions. This is the responsibility of self-organizing exhibitions. This requires joint efforts within and outside the industry to strengthen and expand more brand exhibitions, and then participate in the international exhibition market competition, and promote enterprises to make greater contributions to the world.
2. Raise the level of management innovation and pay attention to scale and quality
Efforts are made to improve the level of management and innovation of self-employed exhibitions. China's exhibition industry started late. There are considerable gaps between the exhibition industry and the foreign famous exhibitions in terms of the standardization of exhibition implementation, the standards of exhibition services, the creation of exhibition atmosphere, and the degree of internationalization of the exhibition. Therefore, we should continue to learn and introduce more advanced concepts and more standardized management methods.
In recent years, the scale of our exhibition has been greatly expanded. The next step should be to pay more attention to quality improvement. Innovation must be reflected in every detail, from the establishment of the theme of each exhibition to the promotion of the exhibition, the use of new scientific and technological means, and the planning of professional activities in the same period, as well as the on-site service innovation, the creation of atmosphere at the scene, etc., all of which require us to make continuous efforts. . This will enable the exhibition to maintain its long-term attraction and continue to develop healthily.
3, speed up the development of international brands, government enterprises work together
While striving to participate in more international exhibitions, we must continue to attract more overseas customers to visit the exhibition and make the exhibition truly grow into an international exhibition that takes into consideration both domestic and foreign markets.
Chinese industry is changing to the path of “Creation in China.†Independent exhibitions also have a great responsibility. Therefore, it is necessary to increase the efforts of professional foreign audiences to organize work with foreign governments and various types of industry organizations, professional publications, and specialties. MICE companies, networks, etc. establish a wide range of cooperative relationships to form their own overseas cooperation organizations, promotional media, and overseas direct customer databases.
Last but not least, the growth of self-owned brand exhibitions cannot be supported by the government. The government is now paying more and more attention to the convention and exhibition industry and has also issued corresponding supporting policies. However, this is not enough. The relevant management departments should do a good job in the medium and long-term development planning of the exhibition industry, the professional statistics and standards of the exhibition industry, and strengthen the protection of intellectual property rights. In the exhibition with international influence, choose a group of excellent exhibitions and support them in all aspects. In addition, we must strengthen the integration of domestic industries and institutions to maximize the growth of independent exhibitions.
The Pearl River Delta MICE industry cluster is centered on Guangzhou, including Shenzhen, Dongguan, Shunde, Zhuhai, Zhongshan, Guangdong, Fuzhou, Xiamen and other convention and exhibition cities, as well as Hong Kong and Macao Special Administrative Regions.
The Yangtze River Delta MICE industry cluster is led by Shanghai, including Nanjing, Suzhou, Nantong, Hefei, Ningbo, Wenzhou, Yiwu, Hangzhou and other convention and exhibition cities.
Bohai Rim Convention and Exhibition Industry Cluster takes Beijing as the center, including Tianjin, Qingdao, Jinan, Yantai, Weifang, Weihai, Hebei Shijiazhuang, Tangshan, Langfang and other exhibition cities.
The 2010 Conference and Exhibition Economy is booming
The Blue Book states that the exhibition economy, known as the “city economic boosterâ€, continued to thrive in 2010 under the auspices of the Shanghai World Expo. Judging from the number of mainland exhibitions, there were more than 5400 exhibitions in the Mainland in 2010, an increase of about 800 from 2009.
In the exhibition economy of China in 2010, the exhibition showed a momentum of increase in total volume and quality. In terms of the number of exhibitions alone, China has become one of the world's "big exhibition powers." In 2010, the construction of China's exhibition venues was rapidly developing and its construction efforts far exceeded those of the same period in 2008 and 2009.
In addition, the Blue Book pointed out that with the successful hosting of the 2008 Beijing Olympic Games and the 2010 Shanghai World Expo, China will set off a wave of exhibition brands, focusing on cultivating brand exhibitions that can reflect the latest industry development trends, distinctive themes, have a wide range of exhibitors, and have a stable cycle. .
Only 20% of the use of exhibition venues
The report pointed out that judging from the number of national exhibitions, there were more than 5,400 exhibitions in China in 2010, an increase of about 800 from 2009. Judging from the regional distribution of the number of exhibitions, Shanghai, Jiangsu, Beijing, Guangdong, and Zhejiang are the regions with the highest number of exhibitions in 2010.
According to incomplete statistics, the utilization rate of China's exhibition venues is low, with some exceeding 30% and the majority being about 20%.
"Conference Economy" Needs Overall Planning
However, according to the analysis of the Blue Book, the level of specialization of most Chinese exhibition companies is still insufficient. Due to the lack of effective macro-control and industry self-discipline, many exhibitions with the same theme were held. In 2010, there was no significant change. Similar to the more popular exhibitions such as auto supplies exhibition, furniture exhibition, tea exhibition, etc., there are often two or three sessions held in the same period. Exhibitors and visitors with limited energy generally feel exhausted. Although the exhibitions held during the same period can introduce competitions and reduce the participation fees, they also disperse resources for exhibitors. The effect of each exhibition is greatly reduced, so that the on-site order rate is greatly reduced, and it is not conducive to the cultivation of exhibition brands.
The Blue Book points out that how to bring into full play the specialization characteristics of the exhibition and increase the level of professional services is a big issue that is worthy of consideration by organizers and event planners.
The “conference economy†is a category of service industry. As the country attaches great importance to the development of the service industry, promotes the transformation of the economic development mode, adjusts the structure, increases the number of jobs, and increases the proportion of the tertiary industry’s added value, the “conference and exhibition economy†has also been increasingly Level attention. The exhibition is also an aid to economic development. When the production is made and sold, the industrial chain can continue and the economy can live. However, the importance of the exhibition must not be accompanied by the holding of a swarm. It also has a natural law.
For the exhibition economy can not be said to be important, they swarmed. The central government has proposed it from a macro perspective. The development of the exhibition industry to promote economic prosperity and development is based on the overall consideration of the country and is necessary. Judging from the well-known exhibitions in many countries and regions, they have grown up after long-term development and economic needs, such as Frankfurt, Germany's Osaka, Hong Kong's convention and exhibition, domestic "Canton Fair", Shanghai's China Fair... ... The impact is great, the effect is good, and the ability to drive economic development continues to increase.
As far as local levels are concerned, organizing conventions and exhibitions should be planned in an integrated manner and rationally laid out. It cannot be said that the superiors are important, and the localities do not care about the actual situation. It is necessary to make scientific decision-making, and it is appropriate to hold conventions and exhibitions well. Municipalities, counties, and counties must not engage in extraordinarily high exhibitions. This will inevitably cause mutual influence and waste of resources. The effect is also not ideal. Take the former bazaars, it is by no means the villages and villages are gathered, but also a few bazaars in the surrounding villages. The adjacent bazaars are also divided into one, three, five, two, four, and six. The city can thrive on every gathering.
At present, the enthusiasm for hosting conventions and exhibitions in various cities and regions is very high. Even many counties and districts are tying up with Zhuang. The purpose is to promote political achievements. During the holding process, the government issued documents to sub-tasks, requiring lower-level organizations to participate in the exhibition and incorporate them into the work evaluation. As a result, the grassroots and enterprises complained that the grass-roots government had to subsidize the stall fees. In order to complete the task, the enterprises did not pay for their participation in the show. Therefore, they had to deal with the matter and the effect was astonable.
In fact, such conventions and exhibitions are not necessary at all. There is no problem in the development of the exhibition economy. There is nothing wrong with them. The problem is that we do not observe the laws of the customers and do not look at the actual situation. If you engage in me, you will scramble to build a convention and exhibition center. It seems to be a response. The superior's call. As a result, some of them focused on industrial development and exhibitions, and they worked well. Some of them were purely for image projects. They were actually financially inefficient, lacking professional talents, and lacking regional characteristics. The conventions and exhibitions will not be conducted well for a long time.
To handle the exhibition industry must follow the rules of the market economy, government agencies can guide and transmit information, but can not be arranged. It is not a wise move for the government departments at higher levels to regularly issue documents, and it is not a wise move for the grass-roots departments to implement and organize enterprises to participate in the exhibition. Once the tasks are divided into layers, enterprises can only cope with fortifications. If it is a well-known exhibition, it can bring economic benefits to enterprises, and companies voluntarily participate. Although they need to spend a lot of booth expenses, they will seriously prepare and the effect can be affirmed. Therefore, agencies at all levels must not go to the exhibition and must be run by a professional exhibition company in accordance with the business approach and marketization.
Brand exhibition construction grasp the historical opportunity
How to grasp the "Chinese independent brand exhibition" this rare historical opportunity, speed up the pace of internationalization, for China's enterprises to build a stage to the world, but also need to focus on solving three key issues.
1. Strengthen resource integration and participate in international competition
With the shift of manufacturing and trade markets, international exhibitions have paid more and more attention to the Chinese market and accelerated their entry speed and scale. They brought new ideas and standards, set an example for the development of the convention and exhibition industry in China, but also brought a lot of pressure to our own exhibitions.
China's self-employed exhibition is dominated by trade associations. Industry associations are restricted by the development of the industry. The scale and scale of the exhibitions held are limited, and the overall capital strength is not large. While foreign exhibition companies are not subject to industry and country restrictions, there are hundreds of brand exhibitions, rich in resources, and well-capitalized. Luo Baihui, head of the International Die & Metals and Plastics Industry Suppliers Association pointed out that as a barometer of economic development and an important platform to lead the development of the industry, we must have our own leading brand exhibitions. This is the responsibility of self-organizing exhibitions. This requires joint efforts within and outside the industry to strengthen and expand more brand exhibitions, and then participate in the international exhibition market competition, and promote enterprises to make greater contributions to the world.
2. Raise the level of management innovation and pay attention to scale and quality
Efforts are made to improve the level of management and innovation of self-employed exhibitions. China's exhibition industry started late. There are considerable gaps between the exhibition industry and the foreign famous exhibitions in terms of the standardization of exhibition implementation, the standards of exhibition services, the creation of exhibition atmosphere, and the degree of internationalization of the exhibition. Therefore, we should continue to learn and introduce more advanced concepts and more standardized management methods.
In recent years, the scale of our exhibition has been greatly expanded. The next step should be to pay more attention to quality improvement. Innovation must be reflected in every detail, from the establishment of the theme of each exhibition to the promotion of the exhibition, the use of new scientific and technological means, and the planning of professional activities in the same period, as well as the on-site service innovation, the creation of atmosphere at the scene, etc., all of which require us to make continuous efforts. . This will enable the exhibition to maintain its long-term attraction and continue to develop healthily.
3, speed up the development of international brands, government enterprises work together
While striving to participate in more international exhibitions, we must continue to attract more overseas customers to visit the exhibition and make the exhibition truly grow into an international exhibition that takes into consideration both domestic and foreign markets.
Chinese industry is changing to the path of “Creation in China.†Independent exhibitions also have a great responsibility. Therefore, it is necessary to increase the efforts of professional foreign audiences to organize work with foreign governments and various types of industry organizations, professional publications, and specialties. MICE companies, networks, etc. establish a wide range of cooperative relationships to form their own overseas cooperation organizations, promotional media, and overseas direct customer databases.
Last but not least, the growth of self-owned brand exhibitions cannot be supported by the government. The government is now paying more and more attention to the convention and exhibition industry and has also issued corresponding supporting policies. However, this is not enough. The relevant management departments should do a good job in the medium and long-term development planning of the exhibition industry, the professional statistics and standards of the exhibition industry, and strengthen the protection of intellectual property rights. In the exhibition with international influence, choose a group of excellent exhibitions and support them in all aspects. In addition, we must strengthen the integration of domestic industries and institutions to maximize the growth of independent exhibitions.
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