Jiang Zhe, Vice President Of China Textiles Import And Export Chamber

China's Convention and exhibition industry is one of the focuses of the world. Many famous international exhibition groups have aimed at China, set up offices in China, invested in exhibition infrastructure, and pplanted some famous international exhibition projects to China.

In recent years, the market of China's Convention and exhibition industry is surging and surging, and the momentum of development is fast and amazing, forming a situation where you have me and I have you. It is difficult for you to accurately count how many times a city has held a year in terms of its textile and apparel exhibitions.

Statistics show that last year, more than 2500 exhibitions were held in China, of which 7 billion of the total output value of textile and clothing was 1/5, with an average output value of 2 million 800 thousand yuan per month. Compared with Germany, the total number of exhibitions held in Germany as the world's top international trade fair was only 300, with an average output value of nearly 10 million euro /.

This group of data conveys a message to the people. Although the number of exhibitions in China is large, the output value is not high. The main reason is the repeated exhibition and the low quality. According to the statistics of the industry, the profit of the exhibition decreased by 30% in the late 90s, and now only 20%.

How to treat

Vice President Jiang said, "don't jump to conclusions about the development of anything. The same is true of exhibitions.

China's economic development is gradient. The development of China's Convention and exhibition industry has not yet been a long-term plan. The exhibition industry itself is a product of the market economy. How to score the exhibition depends on the acceptance and recognition of the people and consumers according to the laws of market economy.

For example, textile and clothing exhibitions are being held all over the place, and the economically developed areas are the earliest in Guangdong, Beijing, Shanghai, Liaoning, Dalian, Qingdao and other cities, but most of them are concentrated in coastal areas. In the western region such as Kunming, with the help of "World Expo", there is also a fashion show. 214 countries in the world, well-known clothing exhibitions are mostly concentrated in commerce and trade.

The total number of famous exhibitions in the world except the surrounding population, China's exhibition divided by 1 billion 300 million people, concluded that the average population of China's exhibition is much higher than that of foreign countries. This shows that the potential huge market capacity of China's exhibition industry, and the birth of the exhibition, is just catering to the market demand, because consumption domestic demand and expanding demand are still in the rising stage. In this sense, the exhibition has certain vitality.

It can be further analyzed and compared. 5 years ago, China's per capita GDP income was less than US $600, and now it reaches US $1000. People's clothing, food, housing and business have undergone profound changes. The exhibition is to guide people to consume, satisfy people's desire, and is also a means of marketing as an enterprise.

Like clothing and accessories exhibition is not only to satisfy people's needs, it is also a mixture of culture, art, enjoyment and spiritual life.

"During the Beijing CHIC period this year, the departments concerned made a survey in the textile and garment enterprises exhibiting: more than 50% of the exhibitors thought that the role and significance of the exhibition would not be reduced; 1/4, the exhibitors thought that the presence and function of the exhibition would become larger; the enterprises willing to increase or maintain the scale of the exhibition scale accounted for 87% of the total number of enterprises. The exhibition became an important carrier for displaying corporate image, expressing cultural ideas, and communicating the special features of the exhibition, such as textile and clothing professional exhibitions, which could guide enterprises to develop brand, design, culture, art, and high profit space."

How to innovate the traditional mode of operation of professional exhibitions? Jiang said that in the past, relying on red tape documents, focusing on short-term benefits, lacking long-term strategic vision, and failing to be good at mutually beneficial cooperation must be corrected. The threshold for entering the exhibition industry must be defined.

In some places, exhibitions are organized by "guerrilla warfare", and one shot is changed to another place. Some clothing exhibitions organize businesses to set up stalls, sell and sell products. The products displayed do not reflect the brand consciousness at all. This not only damages the public interest, but also biased the purpose of exhibitors, resulting in adverse effects in the industry.

Some exhibition units lack the awareness of "two brands" (no unified logo, no brand decoration), which ultimately leads to the opposite effect of the exhibition.

Vice President Jiang said that repeating exhibitions will inevitably create competition for exhibitors, hindering the development of famous brand exhibitions, and the low level exhibition industry is deeply repugnant. It has disrupted the profit margins of the market and the high quality exhibition, and the result has naturally subsided.

Competition will result in the elimination of poorly organized exhibitions. Good exhibitions will be concentrated and monopolized in competition, and new brand exhibitions will stand out in the competition.

Therefore, we should treat the development of the exhibition with the view of the market economy, organize and promote the exhibition according to the expectation of the consumption trend of the market, and do the "cake" of the exhibition industry jointly.