Xu Yingxin: Brand Management Of Trade Exhibition

Xu Yingxin, executive vice chairman of the textile industry branch of China Council for the promotion of international trade

I think a successful one.

How to create brand industry exhibition?

How can we maximize the brand value of trade exhibitions?

I think we should look at this problem from three aspects.

First, it is to continuously strengthen the trade exhibition as the core function of the important trade platform. At the same time, we should continue to extend and expand its two functions as "linking up" between upstream and downstream industry chain and domestic and international supply chain, "industry science and technology innovation" and "brand building".

In today's economic globalization, for the industry's exchange and display, information exchange and sharing, the latter two undoubtedly bring greater imagination and play space to the brand value enhancement of the industry exhibition.

In terms of the core functions of the trade exhibition, one is to strive to achieve the rapid expansion of the scale proposed by the association leaders, and the two is to further improve the fine positioning of the exhibition.

The former is the foundation while the latter is the guarantee of strength.

It can be said that the expansion of the exhibition scale, that is, to meet the needs of the international and domestic two markets, especially the exuberant domestic demand market for various kinds of textiles and clothing, is also the need to meet the needs of the textile and garment enterprises. It also fully reflects the development of the industry in terms of science and technology, innovation, brand and sustainable development, and plays a leading role in promoting the development of the industry.

At present, the China textile industry exhibition is subdivided into yarn, fabric, home textile, clothing, textile machine, industrial textile, knitwear and so on. It has initially formed the development model of the professional exhibition.

At the same time, as an industry exhibition, it is necessary to embody the characteristics of the industry and pay attention to the construction of the core content of the exhibition.

Among them, brand meetings, brand forums and brand activities are important products supporting core contents.

It can be said that brand forums and brand meetings are powerful fulcrums for displaying products such as humanities, science and technology, and are the concentrated embodiment of information integration and industry wisdom.

At present, fabric exhibition, yarn exhibition, home textile exhibition, industrial textiles exhibition and knitting exhibition are actively organizing brand meetings, brand forums, brand competitions, and trend publishing activities. The fashion show is also continuously enhancing the influence of brand activities such as the Chinese clothing forum and the Chinese clothing brand award.

Through our efforts, we strive to create a series of brand names with extensive influence and industry appeal during the "12th Five-Year" period.

Secondly, it is service.

Strengthening service is not only the consistent pursuit of the exhibition, but also the concrete embodiment of the exhibition brand value.

In a sense, the "product" sold by the exhibition organizers is the full service provided to exhibitors and spectators.

The introduction of professional visitors, the establishment of a special buyer's day, the establishment of the office of intellectual property protection, the organization of exhibitions and business docking activities, the organization of experts to evaluate exhibits, the introduction of color system in the exhibition area, the release of various trends, etc.; the exhibition, building, exhibition hall, organizers, four in one interaction; in a timely manner to the exhibitors, professional spectators to provide exhibition briefings, to provide the exhibition's relevant data and information, and post exhibition information consultation and tracking services; to continuously improve the catering area, rest area, business negotiation area and other supporting hardware, while actively using print media, television, Internet, and even blog, micro-blog and other diversified media for news promotion, publishing "exhibition express" to provide a full range of services. In the current industry exhibition, the textile and Trade Promotion Committee has been promoting the "one-stop" exhibition service: during the 20 years of exhibition, we are gradually developing in the exhibition.

However, it needs to be pointed out that compared with the exhibitions in developed countries, there is still a big gap in the exhibition image, exhibition layout, humanized service and exhibition facilities.

During the "12th Five-Year" period, we should make a clearer study of the characteristics of exhibition services, face up to problems and actively improve the market according to market demand, and continuously innovate and launch their own exhibition service products.

Third, the participation of all participants in the exhibition.

The participants of the exhibition include organizers, exhibitors, professional spectators and so on.

At present, domestic exhibitors still have a certain gap compared with international exhibitors in the aspects of exhibition booth layout, visual display, exhibition display, information release, environmental protection and low carbon concept, upstream and downstream products docking, and need to draw lessons from the good practices and advanced experience of foreign countries. This requires exhibitors' continuous learning and adjustment, as well as the guidance of the organizers, as well as the benign interaction between spectators and exhibitors. Organizing high quality spectators to come to the scene is the responsibility and pursuit of the organizers. Respecting exhibitors' intellectual property rights results, civilized entry and civilization exhibition are also important for enhancing the exhibition environment and brand image during the audience's viewing.

"12th Five-Year" is a critical period for China to move from a big textile and garment country to a strong textile and garment industry. Trade shows are an important field of the association's service industry.

I believe that as long as we work together to achieve the brand operation of the industry exhibition will be promising, the industry exhibition brand value mining space is still very large.