Let Dress Show Really Play A Marketing Role.

　　 With the development of various exhibitions, all walks of life in China Exhibition It has become an important stage for domestic brands to display their brand image, find business springboards and cook fashion trends.

In spring, the peak of the industry exhibition has just passed, and it is coming to the focus of the exhibition in the second half of the year. In the face of more and more exhibitions of various names, we often see in the consultation that many enterprises are puzzled by the inviting exhibitions and conferences. Should they participate in the exhibition? What benefits can the exhibition bring to the enterprises? How can we make full use of the information of the exhibition and communication enterprises and compete with the powerful competitors when exhibiting?

There are two totally different views and practices in the marketing and planning of the exhibition. Some enterprises, including the well-known large enterprises, are still unable to break away from extensive marketing management, and often rush to meet the exhibition. Marketing In the absence of specific aims, the planning organization still stays at the stage of imitation, lacking in in-depth research and innovation on the unique style and unique sales proposition of its own brand. Another group of enterprises has worked out a rigorous, even harsh exhibition marketing plan to guide its work before the exhibition takes part. But most of the time, the original plan was out of touch with the current background, consumption demand and social trend of the exhibition, so the effect of the exhibition was greatly discounted. Analyzing the reasons, we believe that the reasons why exhibition marketing has not played its due role are mainly concentrated on the following aspects:

First, there is no scientific and effective marketing plan. Faced with numerous exhibitions, they failed to choose a fair, timely and appropriate marketing plan, and even hurried and blindly participated in the exhibition.

Two, the lack of strategic planning, only the exhibition marketing work as a transactional work. Exhibitors were invited to participate in the exhibition. What is the ultimate goal of exhibition? Who should disseminate information to mice? How to attract the audience and how to win the competition?

Three. In the process of organizing and planning exhibitions, the internal decision-making of enterprises management layer There is a lack of good communication between the executive and the enterprise. Their respective understanding of the organization and purpose of exhibition planning is different. For example, the products and brand culture that enterprises want to promote are disconnected from the style of exhibition booth and the way of organizing activities.

Four, while budgeting, we also overestimated the return of exhibition results. It causes the inconsistency between input and output of exhibition. Recently, a bad phenomenon of domestic exhibitions has been compared with each other. The exhibition booth has been constructed and organized to seek for luxury and luxury, ignoring the effect of the exhibition itself.

On the other hand, there are some common characteristics of some outstanding enterprises doing exhibition marketing work, which is why these enterprises can really play the role of exhibition marketing in the exhibition. The first step of exhibition marketing planning is to analyze the advantageous resources (products, information, technology, services) or needs of enterprises according to the company's development plan and marketing objectives, then select the exhibition that is suitable for the right time, and finally consider how resources can win from the perspective of planning. This is a basic idea of the whole work. For example, the twelfth Beijing China International Clothing and accessories fair, namely CHIC2004, Fujian Qipai men's clothing has made great achievements through this way. Examine the whole process of its organization: Qipai, in the second half of 2003, combined with the brand's own cultural demands, developed "China collar" series of innovative products, and extended the culture of other products to achieve the perfect fusion of the essence of Chinese traditional culture and fashion. At the same time, in order to let more people know the brand new seven cards with Chinese traditional culture, when making the marketing promotion plan, Qipai chose the unprecedented grand occasion and the largest CHIC in Asia as the promotion medium. When considering how to stand out from the strong competition team (European Exhibition Group and Wenzhou Exhibition group) and how to attract the target audience, Qipai subverted the methods used by all the exhibitors in the past years: the scale was bigger than who and the style was more Europeanized, and chose the booth with good location but not large area, playing the theme of "Fashion China". The design of the booth, the planning of the activity and the style of the exhibition are integrated into one another, combining Chinese culture with the elements of innovation and fashion. The innovation of products, activities and booth has changed the past history of domestic men's wear without innovation or pure imitation of Europe and America. In the whole "European fashion", the unique "Chinese fashion" has attracted countless eyeballs. Compared with the rest of the stands, the seven card booth is too full, and even the organizing committee is worried about its safety. Of course, from the actual point of view, Qipai not only made a "lottery" in this exhibition, but also achieved very good results in terms of brand promotion, brand reputation enhancement and investment promotion. {page_break}

Secondly, the organization of the exhibition plan should be flexible, including the consideration of future changes and competition, and the necessary feedback and adjustment mechanism. For example, on the CHIC2003, the seven wolves combined with the current affairs of the United States and Iraq, and adjusted the original exhibition plan, and launched the theme of "war and peace". They also firmly seized this point in the aspects of commodity design, exhibition hall design and layout, and also achieved remarkable results.

Finally, the exhibition organization should have strict process and responsibility division, and have special person responsible for the project, emphasizing the coordination within the enterprise, and the coordination work between the enterprise and the outsourcing unit. It is often heard that some business owners complain that the original idea is like this, but the booth and the activity plan of the company is disjointed with the brand and the product, and the change scheme is not possible due to the urgency of the time, which makes the business owners feel depressed; the internal organization of some enterprises is so loose that the information collected at the exhibition is not collected and the promotion is not done well.

In general, exhibition marketing is a complex work item. It must be carefully planned and planned, and the winning mode of promotion is excellent. Scientific division of labor and rigorous execution can make exhibition marketing play a real role.