The Exhibition Strives For Specialization.

In recent years, convention and exhibition brand and exhibition economy have become more and more popular topics. In many brand exhibitions, the effects of exhibitions are uneven. What criteria do exhibitors choose to brand? Recently, in an event organized by the China condiment Association, reporters interviewed many enterprises and found that the scale of the exhibition is no longer the most important criterion for enterprises to choose the exhibition. Choosing brand exhibition or comprehensive exhibition has become an important consideration for many enterprises.

With the development of China's economy, the exhibition industry has blowout in recent years. Taking 2010 as an example, there are nearly 700 mechanical exhibition projects, more than 400 food exhibition projects, and more than 300 items of packaging exhibition. Faced with so many exhibition projects, enterprises gradually realize that the scale, popularity, venue and authority of the exhibition are important reference factors for selecting exhibitions.

Pay attention to "Baidu" and "exhibition brand". It is easy to see that the comprehensive exhibition brand involves a lot of industries, and all walks of life will appear at the exhibition. A wide range of exhibitors, a large number of spectators, is the advantage of comprehensive exhibition. The industry exhibition is often limited to a specific field. Any product or service related to the industry will participate in the exhibition. The scale of the exhibition is relatively small, and its coverage is narrow and thin, but its specialization is very strong.

Take the food industry exhibition as an example. The reporter made a random survey on the day of the event, and 7 of the 10 chief executives of the site were inclined to trade exhibitions. "Comprehensive exhibition expenses are large, the staff is mixed, the investment effect is not very good." An executive general of the two comprehensive sugar and Wine Association commented. He introduced that a standard booth and a round-trip personnel cost were used to rent a show, which often cost more than twenty thousand yuan. Although there was a large crowd, the reception was basically a small number of dealers, and the correlation was too low, so the investment effect was not good. The professional brand exhibition is different. First of all, its industry is highly targeted. Both exhibitors and spectators are professionals. Exhibitors are very helpful for improving the visibility of enterprises in the industry. Secondly, the equipment on the exhibition is also dedicated to the industry, saving a lot of choice time for exhibitors. Once again, some forums in the same period of the exhibition are also discussed in the light of the hot spots launched by the industry, thus becoming a hot spot for enterprises to participate.

With the development of the modern exhibition industry, every industry has its own leading brand. For example, in 2009, 20 of the top 18 Chinese food exhibitions were professional exhibitions, such as China International condiment and food ingredients fair in the condiment industry, China International Food additives and Ingredients Exhibition in the additive industry. Brand specialization has undoubtedly become an important trend in the brand development of the modern exhibition industry.