With the continuous promotion of reform and opening up and the rapid development of China's economy, China's exhibition industry has also achieved unprecedented development, providing a broad space for the development of mechanical exhibitions. According to Luo Baihui, head of the International Die & Metals and Plastics Industry Suppliers Association, more than 4,000 exhibitions are held every year across the country, and nearly 60% of trade shows and mechanical trade shows have become the largest part of China's exhibition. Affected by the crisis, the scale of mechanical and electronic exhibitions in Europe and the United States declined and the number of visitors dropped sharply. However, in China, Brazil and other emerging countries, the machinery exhibitions showed a trend of expansion. The number of world-renowned manufacturers exhibited and new technologies and products reached new heights. Attracted global attention.
The recent news from the Canton Fair indicated that the number of major trading partners in Europe and the United States has not changed much; emerging markets such as Russia, India, and Brazil are also relatively stable; but due to earthquakes and nuclear radiation, Japan’s number of purchasers coming to China is affected by some Impact; political turmoil in North Africa and the Middle East, and the number of purchasers has fallen. At the moment, global inflation has spread, and the cost of travel for personnel sent by procurement companies has risen. Overall, overseas buyers have decreased by 3%-5% compared to previous years. The exhibition economy has encountered some problems in the face of huge cost pressures. With the impact of the big environment, the hardware company's marketing is facing new breakthroughs. Luo Baihui believes that if a hardware company wants to do a good job in marketing, at present, in addition to relying on exhibitions, it should also think of other outlets. It cannot rely solely on the exhibition for marketing. The so-called exhibition is actually a combination of “exhibition†and “conferenceâ€. When it is impossible to achieve a breakthrough in the “exhibition†where the brand and product are the core, it may be a better choice to try to improve the “conferenceâ€. The promotion of hardware industry may be a new development of new ideas.
On April 22, the fourteenth Northeast International Industrial Equipment Exhibition was held in Shenyang International Exhibition Center. The well-known enterprises in Shenyang, such as Shenyang Machine Tool, Beijing Carving, Demag Machinery, and Changshengda Group, all brought new products and technologies together to participate in this largest and most influential professional exhibition in the industrial equipment field in Northeast China.
The exhibition organized by the Shenyang Municipal Government also attracted many exhibitors of machine tool processing equipment and die cutting tools, and set up the largest area of ​​automotive molds in the Northeast Industrial Equipment Exhibition. Shenyang large-scale mold enterprises demonstrated the automated mold production process on the spot, providing the industry with the best demonstration of improving design and production technology levels, and providing comprehensive mold solutions.
The development of the exhibition industry cannot be separated from the two major factors of industry and market. Taking the Yongkang Exhibition as an example, relying on Yongkang, Wuyi and Jinyun, the hardware industry has continued to develop rapidly for more than 20 years. The increase in economic strength and the significant increase in the level of technology and production have provided the economic foundation and strong force for the development of the Yongkang MICE industry. With the support of the industry background, the China Hardware Expo will be able to grow bigger and bigger, and the transaction volume of the exhibition will also hit record highs. However, we should clearly understand that Yongkang's exhibition industry still has a gap with the coastal developed areas. The exhibition hardware facilities are backward and the influential professional brand exhibitions are few. Some domestic and foreign brand-name companies still do not know Yongkang, a famous hardware city. ". The completion of the new convention and exhibition center has greatly solved the backwardness of the Yongkang exhibition service facilities.
The great role that the exhibition activities play in stimulating the development of related industries, expanding urban employment, raising city awareness, and promoting domestic and foreign trade development has attracted the attention of the government. There are many exhibitions and lack of management. Domestic exhibitions have sprung up, but there are some exhibitions that have presented some problems. Various exhibitions are held in the same period, and it is unavoidable that there are suspicions of deception. This has happened in Shandong. On April 15th, 12 special exhibitions were opened at the Jinan International Convention and Exhibition Center at the same time. Almost every exhibition was known as “Shandong No. 1†or even “No. 1 in the Northâ€. The 12 special exhibitions planned by Jinan Xinzhan Exhibition Co., Ltd. were referred to as the “Flicker†show before the opening. The reporter found during the interview that the exhibition was known as “Shandong No. 1†or even “Northern No. 1â€. Even though there was no opening ceremony, exhibitors stated that the actual situation of the exhibition was inconsistent with the promotion of previous investment promotion. Nearly 20 exhibitors on the day of the opening found the Shandong Provincial Exhibition Industry Association and asked the organizers to return the participation fees. The exhibition was mixed, and some of the exhibitions appeared to collect various fees in the name of the exhibition. In this case, exhibitors cannot prevent themselves. At present, the incident has attracted the attention of the leading office of the development industry of the exhibition industry in Jinan.
How to build an "exhibition brand" to speed up the pace of internationalization and build a stage for the Chinese company to go to the world must also 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.