Furniture exhibition schedule frequency "crash"

Spring is the peak season for home exhibitions. There are more and more exhibitions, and the time is often “crash”. The exhibitions in several months have also made furniture companies unable to cope. “A lot of exhibition invitations have been received every month, and many names have not even been heard.” Recently, at the Guangzhou Furniture Fair, the relevant person in charge of the exhibitor complained, “If all of them are going to participate, I think the boss At least 10 branches must be set up." The cost of exhibiting is constantly improving. “There are too many exhibitions. I don’t participate in two furniture exhibitions all the year round. You are embarrassed to say that you are selling furniture; that’s just a small brand, a slightly larger brand which has not participated in the three-five Mr. Ji, the person in charge of a brand furniture sales, told reporters that the exhibition is getting more and more frequent and more and more invitations are being received, but the cost of exhibiting has been rising all the time in recent years. Most companies except Guangdong’s three major furniture exhibitions are unwilling to be absent. Many other exhibitions "can't go without going, sometimes just to give the organizer a face." According to statistics, only last year, the Chinese furniture industry has hosted hundreds of large and small exhibitions. Each province has an exhibition in each province, covering furniture products, furniture manufacturing machinery, furniture raw materials, etc. The link is almost all-encompassing. More and more exhibitions, time also frequently "crash", a few months of the exhibition also let the furniture companies should not be overwhelmed. “A lot of exhibition invitations have been received every month, and many names have not even been heard.” Recently, at the Guangzhou Furniture Fair, the relevant person in charge of the exhibitor complained, “If all of them are going to participate, I think the boss At least 10 branch factories must be set up. He said that it is not only necessary to spend manpower and resources, but also the cost of participation, and the company has no time to catch the breath. It is understood that the participation fee of the large-scale home exhibition, the open space is nearly 1,000 yuan per square meter, the standard booth is less than 9 square meters, and the cost is over 10,000. Taking the 33rd Guangzhou Spring International Furniture Fair in 2014 as an example, the domestic price of the participating fee is: 970 yuan / square meter of open space, and 11,500 yuan / 9 square meters of standard booth. In addition to venue fees, publicity, transportation and other costs are also included, industry sources revealed that enterprises participate in a large-scale exhibition, "hundreds of thousands of expenses are at least twice, twice a year, the cost is up to millions." Homogenization is questioned In the early days of reform and opening up, when the domestic information was blocked, the exhibition helped Chinese companies to open channels for communication with the world and gradually became an important marketing tool for enterprises. According to a survey, the average cost of furniture companies using the show to reach customers is only 40% of the cost of other ways to reach customers. Nowadays, the increase or even the proliferation of various exhibitions not only dilutes the audience, buyers and influence of each exhibition, but also makes the role of exhibition marketing gradually decline. “Although there are furniture exhibitions everywhere, they are all similar, and there seems to be no difference and characteristics,” said Mr. Ke, the head of a furniture manufacturer in Guangdong. Indeed, the homogenization of furniture exhibitions has begun to attract the attention of enterprises. "For some areas where marketing is important, we will selectively participate in the exhibition. In addition, it is the most famous exhibitions in the country. Others are generally not. Go to the exhibition." Although most of the major exhibitions hang the banner of the "national name", the government set up a company to sing, but there are not many that really have weight. "In addition to a few exhibitions such as Guangdong's three major furniture fairs, most of them are more like an industry. The furniture companies have a lot of tricks, but even the most basic investment promotion tasks can not be achieved, let alone Make some moves to promote the development of the industry.” A senior media person in the furniture industry commented on more and more furniture exhibitions. In the eyes of many companies, the biggest problem at the show is that they cannot make their own characteristics. According to a survey, only 14.81% of the respondents believe that “the channel is more important and does not need to participate in the exhibition”, and 59.26% of the companies believe that they should participate. However, more than 60% of the people who think they should exhibit are “the influence of the exhibition on the company is decreasing”. "I remember when our company first participated in the furniture exhibition, the scene was crowded with people, and the money and other goods were all lined up. Now some small exhibitions, the exhibitors who often encounter in previous years have disappeared," said Mr. Ke. Enterprises are willing to exhibit, and they are no longer just selling products, but more about displaying brands and promoting ideas. The industry believes that furniture companies can not leave the exhibition, but with the development of enterprises, what they need is not the merchandise-style map, but the long-term win-win situation. This also requires that the way, grades and supporting services of the entire exhibition should be continuously upgraded to meet the development needs of the current market.

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