Start With Brand Exhibition To Cool Down "Exhibition Fever"

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Exhibition industry: driving effect on related industries

Following Beijing, Shanghai and Guangzhou, the leading industry in Shenyang has been developing rapidly in recent years.

In 2005, more than 140 exhibitions were held in Shenyang, and the volume of exhibition economy pactions was 83 billion yuan. This year, it is expected to exceed 90 billion yuan.

In 2002, there were only 70 exhibitions and exhibitions in Shenyang, with a turnover of only 34 billion yuan.

In 2003, it rose slightly to 73 or 44 billion 200 million yuan.

In 2004, the growth rate increased rapidly to 130 yuan and 75 billion yuan.

More than 140 International Convention and exhibition activities were held last year, and more than 20% international exhibitions.

On average, there are more than two large-scale exhibitions held in Shenyang every month. Small and professional exhibitions are on the two or three day, involving automobiles, building materials, electrical and mechanical, pharmaceutical, real estate, environmental protection, clothing, household appliances, furniture and other fields.

The exhibition industry has a driving effect of 1: 9 for hotels, pportation, catering, tourism and other related industries.

Statistics show that in 2005, Changchun's Convention and exhibition economy achieved a breakthrough development. In the whole year, there were 120 kinds of exhibition activities, about 6700000 people participated in the exhibition, and the related revenue of the exhibition industry reached 7 billion 800 million yuan.

Among them, the exhibition industry has a direct income of more than 700 million yuan, driving the related industries to earn 6 billion 500 million yuan.

According to statistics, in 2005, China's

According to the Ministry of Commerce survey, China's exhibition industry has been developing rapidly in the coastal areas with rapid economic development.

In recent years, the exhibition industry in Guangdong, Beijing, Shanghai, Zhejiang, Jiangsu, Fujian, Shandong, Liaoning and other coastal provinces and cities has developed rapidly, and has formed a large exhibition industry belt centered on Shanghai, Beijing and Beijing, the three largest exhibition cities in East China, North China and Hua Nansan.

The development of exhibition industry in Northeast China and the central and western regions has not been reduced. The fourth exhibition industry belts are being formed in the northeast area.

Ren Xingzhou, a researcher at the State Council Development Research Center, said that the development of the exhibition industry is directly proportional to the overall national economic strength and the overall scale and development level of the economy. The Chinese economy, which has been maintaining rapid development, will undoubtedly provide a broad stage for the exhibition industry.

In addition, economic globalization also boosts the exhibition industry. China has become the "world factory", accelerating the development of supporting services such as exhibition and services.

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- when will the vicious competition be repeated?

The report of the Federation of international fairs thinks that if a city or region has relatively complete infrastructure and per capita income in the middle of the world, the proportion of service industry in GDP will exceed that of manufacturing industry, and the proportion of foreign trade share in GDP will be close to or more than 10%, and the strength of trade associations is relatively strong. Then, the exhibition economy will grow strongly in the city or the region and play a positive role.

China's exhibition industry started late, compared with developed countries, there are many problems such as small scale, low level, unscientific construction of venues, backward management mechanism, and inadequate matching services. There is still a considerable gap from the international level, especially the problem of repeated exhibition.

Shenyang exhibition company responsible person said, because the exhibition may be big or small regardless of the size of the money, we all look at the "exhibition economy" this fat, driven by interests want to share.

Within the scope of government agencies, the departments with the right to organize exhibitions include foreign trade, Economic Commission, Commerce Bureau, science and Technology Bureau, etc., and trade associations, government departments, financial institutions and exhibition companies also have the right to run exhibitions.

Therefore, repeated exhibitions and many exhibitions are common.

An expert who knows the inside story of the exhibition admits that the current situation of the exhibition industry in China is too much, and the same exhibition at the same time and the same place is very numerous, resulting in vicious competition.

Behind the vicious competition is the declining profits and losses of the venues.

Zhang Fuqing, President of Shenyang International Convention and Exhibition Center, said that the Shenyang International Convention and exhibition center with an exhibition area of 60 thousand square meters has a normal profit and loss point of about 40 million yuan, and now less than 20 million yuan a year.

If it is not a brand exhibition, the standard booth fee of the general exhibition will be only 800-1200 yuan.

Sharp contrast with the rapid growth of the exhibition venues, the total revenue of the national exhibition venues grew slowly. In 2001, the revenue of the national exhibition venues was 1 billion 686 million yuan; in 2002, it rose slightly to 2 billion 11 million yuan; in 2003, it was only 2 billion 12 million yuan, which was basically the same as 2002.

However, the average revenue per square meter of the exhibition venues decreased year by year (down 31.3% in 2002 and 25.1% in 2003).

In 2005, the revenue of national exhibition venues was 2 billion 800 million yuan, an increase of 15% over 2004.

The average occupancy rate of exhibition venues is only 15%, while that of Germany is nearly 50%.

During the interview, many directors of the exhibition company said that the lack of industry constraint mechanism was the main reason for the excessive and excessive exhibition.

As long as the money can be exhibited, the results are mixed, affecting the overall quality of the exhibition.

There is also a lack of restraint mechanism for the location and frequency of the exhibition.

Foreign exhibition industry has "4 months or so can not do similar exhibitions" rules, the exhibition hall can not be rented to two similar exhibitions near the same time, but China has no definite restrictions at present, damaging the reputation of some exhibitions.

Take the market to cultivate the way of brand exhibition

According to the insiders, the main reason why Germany has become a world exhibition power is that Germany has created a branded scale exhibition, attracting most of the world's scale exhibitions.

The exhibition industry in China is still in its infancy.

At the beginning of the development, the government has the rationality of supporting the industry with administrative power. The operation mode of "the government set up the stage and the enterprise sing the opera" has been flourishing for a while in China.

But with the rapid development of market economy, the government should retreat from the front to the backstage, playing the role of economic resource adjustment, market supervision, social management and public service.

The government should formulate relevant laws and regulations, and take the market to cultivate the brand exhibition.

Zhu Zhongxiang, deputy director of the Ningbo municipal government's office of economic and technological cooperation, said that the development of Ningbo's MICE industry can grow from small to large and from weak to strong in a short time. It follows the guideline of "relying on industry, service industry and upgrading industry". According to the characteristics of the city industry, the clothing industry has been chosen as the breakthrough point for the exhibition industry, and has finally occupied an important position in the domestic clothing exhibition.

At the same time, relying on the industrial advantages of China's home appliance production base, the China Consumer Goods Fair was successfully established, forming three major exhibitions of clothing, housing and consumption.

Experts believe that the brand of a city's exhibition industry is closely related to its own economic and industrial development characteristics.

To bring the MICE economy into a healthy and orderly development track, we must establish the brand of the exhibition industry according to the direction of our economic development.

Cultivating brand exhibition is also a good recipe for chaos in China's exhibition. The government should establish an access system as soon as possible.

Only the brand exhibition can attract high-quality exhibitors. High quality exhibitors can attract high-quality buyers. High quality buyers will attract more exhibitors, so as to form a virtuous circle of the exhibition market. The government should actively cultivate brand exhibition and take the market operation path, so that the exhibition industry will continuously improve its level in the market competition and develop towards specialization and internationalization.