Different Styles And Characteristics Of European And American Exhibitions

Influenced by historical traditions, regions and

From the perspective of quantity and scale of exhibition, European exhibitions are obviously characterized by large quantity and large scale.

According to statistics, the annual trade exhibitions held in Europe account for 60% of the world's total, and the scale of European exhibitions is huge, and the number of exhibitors and spectators is large. Most of the world's "aircraft carrier" super large and top industry exhibitions are held in Europe.

From a historical point of view, the exhibition in Europe was developed from the "Zhou market" in the middle ages.

Zhou Shi refers to the weekly market fairs, such as fish market, rice market and oil market in ancient Rome, which are specially designed for trading activities between buyers and sellers. Therefore, European exhibitions have always been very strong in trade.

The North American fair began in eighteenth Century and originated from the annual meeting of professional associations. The exhibition is only an auxiliary activity of the annual conference, and it is only a kind of information release and image display. The trade paction and marketing function of the exhibition have not been valued by enterprises for a long time.

That is why many American exhibitions and professional associations are held together at the same time.

Because the trade of North American exhibitions is not as good as that of Europe, trade fairs play a greater role in the marketing and trade promotion of European enterprises than in their North American counterparts, leading to the fact that European and American enterprises attach great importance to the exhibition.

According to statistics, in the annual budget of marketing expenses for European enterprises, the cost of attending the exhibition accounts for about 50% of its total budget, while the expenses of us enterprises in this regard account for only 16.5% of its annual marketing expenses budget.

Exhibitors and visitors at European exhibitions often share a common feeling that exhibitors from all over the world, and spectators are also from all corners of the country, where the influence of exhibitions has long exceeded the limits of borders and regions and has become a truly international event.

Compared with Europe, although the United States is a world economic power, its international nature is far less than that of Europe.

In most cases, the American exhibitions are mostly aimed at meeting the needs of trade between the states of the United States.

In American exhibitions, the most active pactions are conducted between wholesalers and retailers. Foreign exhibitors often deal in small quantities. The turnover of a single contract is generally less than that of Europe.

Nevertheless, because of the huge capacity of the US market, the attraction of American exhibitions to foreign exhibitors is still small.

The owners of the exhibition venues in the United States are completely separated from the organizers of the exhibition. The exhibition hall rents the exhibition grounds and facilities, and does not have its own exhibition items. The organizers of the exhibition do not usually have their own exhibition galleries. When the exhibition is held, the exhibition hall and facilities need to be rented from the owners of the exhibition venues.

What is more, most governments in Europe attach great importance to the development of exhibition industry. Therefore, the influence of European exhibition industry in economic life and the government's support for exhibition industry often surpass that of the United States.