Behind The Bustling Exhibition Industry

Every year, the textile and garment industry has large and small exhibitions, and all over the world are keen to do exhibitions.

Today, the exhibition is no longer simply displayed on the stage, it has gradually become an important platform for the development of an industry and a place. Boao is a typical case.

China's exhibition industry has only developed for more than 20 years. Compared with other developed countries, China's Convention and exhibition industry has just started and is not yet mature in all aspects.

At the Summit Forum on regional brand promotion recently held, executive director of Boao forum for Asia, China International

The exhibition industry is "Lei Lei Feng".

"Brands must be sensational, not sensational.

The exhibition industry, as an important means and mature symbol of market economy development, has played a full role both in the global perspective and in the practice of China's reform and opening up for thirty years.

It can gather large numbers of people in a large number of high level industries with the same time, and generate a great deal of information exchange instantly, thus making the information collide with huge energy, affect the surrounding world, and even affect the whole world.

In a short period of time, information explosion, information sensation and unprecedented share of information were formed.

The Boao forum is a typical example in this regard.

Before the Boao forum was born, almost no one knew what Boao was. When the founding ceremony of Boao was held, Yao Wang had not yet worked in the Boao forum. Suddenly, a general assembly was established. The first thing he did was to quickly search the map of China and find out where the specific position of Boao was.

With the emergence of the Boao forum, Boao can produce a large amount of information exchange every April within a week, high-level talents, high-level forums, speeches, and high quality collisions. This kind of information is exciting and unprecedented.

The exhibition industry is only a small industry in many industries. Why is it small? Because it doesn't have much GDP, but the exhibition industry has an important feature in the registered industry, that is, its driving role.

The exhibition industry can drive a whole industrial chain, which will have a tremendous impact on all industries and related industries in the whole city.

Convention and exhibition industry is a Lei Feng industry. It may not get much of its own, but it drives too much and gives too much to people.

Avoid repeated exhibitions

Convention and exhibition industry is at a new stage of growth. It is inevitable that the industrial structure is irrational.

Wang Yong said: "one place should avoid duplication of exhibitions."

The main reason for the structural contradiction of the exhibition industry is the irrational allocation of resources in the industry. Its main performance is the excessive competition and improper competition order.

Only by allocating resources according to market rules can we maximize the efficiency of resources.

For a single Pavilion, its utilization rate will reach the best market efficiency when it reaches 60%-70%.

The overall utilization rate of the exhibition hall in China is between 10%-30%, of which the waste of social resources is obvious.

The surplus of exhibition venues not only caused the waste of resources such as capital and land during its construction period, but also resulted in vicious competition in the exhibition hall and sharp decrease in total industrial revenues.

Many new modern pavilions have fallen into a situation of poor management and maintenance because of the high cost of property management and market development.

In the current exhibition market of China, the market participants outside the pavilion are also overcrowded.

There are a lot of Companies in the exhibition industry, such as exhibitors, constructors and logistics companies.

Many companies are small in scale and weak in market competitiveness, forming a low level of excessive competition in the entire exhibition market, which seriously affects the scale of the exhibition industry's output value.

The number of group exhibitors in China is large, and the number of exhibitors is too large. Many companies and organizations have put most of their money and energy on exhibitors, and have no time to take part in the organization of professional audiences.

China's exhibition and exhibition companies are several times, or even dozens of times, the world's largest exhibition power, and the scale of the whole exhibition industry is less than that of others. One of the fundamental reasons is that.

First locate and then do exhibitions.

The major events of textile and garment industry are continuous. These exhibitions cover the entire industrial chain of the textile industry: spinning, weaving, clothing, printing and dyeing, home textiles, industrial textiles, textile chemicals, textile machinery and so on.

Large and small textile and garment exhibition has played an indispensable role in the development of the whole industry, but it has also exposed various malpractices and shortcomings while developing continuously.

If the government led exhibition is increasing, the awareness of the international brand exhibition is not increasing, the exhibition industry is not strong enough to use foreign capital, the theme is identical, the repeated exhibition is serious, the standardization of exhibition activities is short, the lack of high-quality exhibition talents, the level of supporting services is low, the operation mechanism of the venues lacks vitality, and the utilization rate of facilities is low, all of which are restricting the development of the textile and apparel exhibition.

Faced with all kinds of problems, Wang Yong thinks that a place should clarify its position before holding an exhibition.

It is particularly important to cultivate a good market player, especially the competitive market players. Secondly, it is necessary to form a market oriented business model in the management mode of all kinds of textile and fashion show. There should be a clear market consultant and business strategy, and a reasonable relationship should be formed between the exhibition hall and the exhibition hall. Thirdly, the problem of market entry and exit mechanism. At present, the market access mechanism of China's textile and apparel exhibition is divided into different departments due to the qualification and approval authority of the exhibition. Therefore, different departments have different standards for the qualification and project approval of the exhibition industry, exhibition enterprises and specific exhibitions, and the fourth is the integration of exhibition resources.

The current exhibition resources are very fragmented and the market structure is rather scattered.

Although there are many exhibitions in China, there are very few exhibitions on the scale.