Enterprises Should Enhance Their Awareness Of Three

Chen Zeyan, Secretary General of China Exhibition Economy Research Association, said: "with regard to participating in the exhibition, enterprises should be strengthened. The enhancement of participation consciousness is the realization of enterprises' use of exhibitions to realize their own development. He further pointed out that enterprises should establish brand awareness, market awareness and legal awareness when participating in the exhibition.
 
Chen Zeyan, Secretary General of China Exhibition Economy Research Association, said: "with regard to participating in the exhibition, enterprises should be strengthened. The enhancement of participation consciousness is the realization of enterprises' use of exhibitions to realize their own development. He further pointed out that enterprises should establish brand awareness, market awareness and legal awareness when participating in the exhibition.

"Why do we participate in the exhibition?" "What kind of exhibitions are you going to choose?" "Which exhibitions are helpful to the sales of enterprises and products?" "What should we pay attention to when participating in the exhibition?" "How to promote the exhibition?" All kinds of problems are often vague in most enterprises. For exhibitors, enterprises really lack "awareness". Chen Zeyan, Secretary General of China Exhibition Economy Research Association, said: "with regard to participating in the exhibition, enterprises should be strengthened. The enhancement of participation consciousness is the realization of enterprises' use of exhibitions to realize their own development. He further pointed out that enterprises should establish brand awareness, market awareness and legal awareness when participating in the exhibition.

Establish sense of rational participation

At the end of the year, the exhibition economy is booming and countless exhibition companies are mixed up. Ying Lijun, the Education Committee of China Exhibition Economy Research Association, said: "the exhibition industry in China is in the primary market stage, and the market maturity is not enough." cheating Exhibition "is one of the inevitable phenomena at this stage.

Exhibitors and exhibitors are a pair of contradictions. Ying Lijun said: "there are many exhibitors and international companies who have been cheated, but most exhibitors belong to the" perceptual type ". A more obvious trend in the behavioral characteristics of perceptual exhibitors is in a state of" not deceive oneself and deceive ", lack of rationality, lack of objectivity, lack of awareness of the theme exhibition, and part of the experience of exhibitors.

So how can we avoid cheating? Ying Lijun believes that risk aversion should be taken from "rational participation". First of all, exhibitors start from themselves, improve their participation skills and skills, exercise their eyes and eyes, recognize the authenticity of exhibitions, and train themselves to become mature exhibitors. Chen Zeyan also pointed out that exhibitors need to be rational in their participation, and can not be trusted by salesmen. He added: "when an enterprise receives multiple invitations, it should pay attention to selecting professional exhibitions that are related to itself, and take the initiative to collect more relevant exhibition information, for example, who is the sponsor? How many times did the exhibition take place? Media coverage and so on.

In order to expand the sales of the market, the enterprises should rationally choose the exhibition. "Generally speaking, enterprises should seriously consider whether the exhibition can combine with their strategy and not blindly look at its scale; besides, time and place should also be chosen. Since exhibitors should be steadfast and rational, they should not be careless in the selection of exhibits and booth construction.

Exhibitors must have brand and market awareness.

Why should companies participate in exhibitions? Jiang Huai, chief executive officer of Guangdong modern exhibition management company, thinks: first, the need of the market. Fierce competition in the market, enterprises in order to get the most effective development, often choose to show new products and technologies in the exhibition, laying a solid foundation for the smooth development of marketing in the future. Next is the need of product marketing. Large and large enterprises at home and abroad are very good at choosing exhibition opportunities to seek agency cooperation, establish brand awareness and establish horizontal links in the same industry. Third, corporate image needs. As a very effective and direct publicity campaign, the publicity effect of the exhibition is different from that of the traditional media, and the yield effect is often higher than that of the traditional media.

The exhibition will help Chinese enterprises open up the market and make effective use of professional exhibitions to promote products to the international market, find new projects and new opportunities for cooperation, and increase their knowledge, renew their ideas and broaden their minds. So why do many companies sigh that it is not ideal to participate in the exhibition? "Participating in the exhibition requires enterprises to choose high-quality products to participate in exhibitions, raise the level of exhibition, pay attention to image publicity and so on. These factors are directly related to the corporate image, brand image and the long-term interests of the enterprise. Li Rengui, general manager of general international advertising and exhibition company, said: "during the exhibition, we found that some enterprises have a rather short view. When they participate in the exhibition, they do not pay attention to the image of the company. Exhibitors have made considerable investments in enterprises. They must not lose their fruits by picking up sesame seeds and losing watermelons. In fact, while setting up the market strategy consciousness, it is actually helping enterprises to establish brand and corporate image, so as to achieve the goal of developing the market and promoting export.

So how can enterprises establish brand awareness and market awareness? Li Rengui said: "the so-called" brand consciousness "is to choose good quality famous brand and high quality products to participate in the exhibition, and create famous brand. Brand awareness is closely related to the market awareness of enterprises. Jiang Huai said: "in fact, exhibitors'" market awareness "is to find out, combined with local market conditions, choose marketable products. Exhibitors must have a long-term vision and deal with the relationship between immediate interests and long-term development.

Exhibitors must have legal consciousness.

"At present, there are more and more disputes and lawsuits involving intellectual property rights in Chinese enterprises' overseas exhibitions." Several overseas exhibition organizations' salesmen sighed.

With the liberalization of the right to operate foreign trade, more enterprises begin to move to the international market through the platform of the exhibition. However, due to the weak sense of intellectual property and lack of experience, many enterprises are troubled by infringement incidents in the exhibition. In the European and American markets, the protection of intellectual property rights is highly valued. Mao Daben, general manager of Beijing Mu International Exhibition Co., Ltd. said: "the exhibition is a highly transparent information situation, Chinese enterprises are often not aware of it. In some exhibitions, some large foreign companies based on the importance of intellectual property rights will hire professionals to visit the exhibition, and if they find products suspected of infringing their intellectual property rights, they will immediately resort to the law.

The consequences of running a red light in the international market can not be ignored. However, the booth was not allowed to continue to participate in the exhibition. Ren Enjie, deputy director of the Exhibition Department of the China Chamber of Commerce for import and export of mechanical and electrical products, said, "a foreign company has been fined 500 thousand euros in the infringement of Chinese enterprises.

Most importantly, once a company has such a record, it will block and sanction the business through customs. The market road to the world has been cut off.

Whether foreign or domestic, intellectual property rights are the most frequent problems in the exhibition. On August 2006, at the twelfth China International Textile and Accessories Expo, a complaint was submitted to the staff of the exhibition office of intellectual property: a home textile company in Zhuhai complained about 6 companies infringing their product copyright. The office then communicated with the relevant enterprises, and the infringing enterprises removed the exhibits that involved infringement.

"From this case, it is easy to see the reality of the protection of intellectual property rights in the textile and garment industry, and the complexity of the exhibition's intellectual property protection." Huang Xiaoliang, senior project manager of the textile industry branch of the China Council for international trade promotion, who is in charge of legal issues, said: "the exhibition is not the reason for the dispute over intellectual property rights protection, but it is the place where problems are concentrated. The economic globalization and the rapid development of the industrial reality put the weak intellectual property protection problems in front of Chinese enterprises at a time when they are not ready to make adequate preparations.

Not only will there be intellectual property problems in textile exhibitions, but there will also be complaints about intellectual property rights at the largest Canton Fair in China. All these, the most urgent task for Chinese exhibitors is to fill in the lesson of intellectual property rights. For this. Ren Enjie said: in order to circumvent the red light of intellectual property rights, enterprises should strengthen their legal awareness and understand the knowledge of intellectual property.

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