Development Status And Characteristics Of Exhibition Industry In Japan

　　 I. Development Status

(1) market size

According to statistics, Japan About 600 exhibitions are held each year, with more than 7000 exhibitors, nearly 150 thousand standard booths, 20 million spectators, and a net area of more than 30 million square meters, ranking seventh in the world and second in Asia. From 2008 to 2010, Japan's net exhibition area was reduced by 3% by the impact of the international financial crisis. Most of the Japanese exhibitions were suspended after the "3.11" East Japan earthquake in 2011, and the exhibition industry suffered a major crisis. The Japan Trade Promotion Organization (JETRO) and the Japan Exhibition Association (JEXA) have actively taken measures to support disaster hit enterprises. JEXA statistics show that the number of Japanese exhibitions has gradually increased since April 2011, and the level of pre disaster has basically been restored in 2012.

After World War II, Japan hosted 4 World Expo, namely, Osaka, World Expo, in 1970, with the theme of "human progress and harmony". In 1985, Tsukuba World Expo, with the theme of "living environment and human being's home technology", the Osaka international flower and Green Exposition entitled "human and nature" in 1990, and Aichi World Expo, with the theme of "natural wisdom" in 2005, fully demonstrated Japan's economic, technological and cultural strength, and also reflected the development level of its exhibition industry.

(two) spatial layout

The exhibition industry in Japan shows the trend of cluster development, mainly in Guandong (mainly Tokyo, Kanagawa, Qi Yu, Chiba), the central part (mainly Nagoya, Shizuoka, Aichi) and Kinki (mainly Osaka and Hyogo) three major regions, among which the exhibition industry in Guandong, especially Tokyo, is the most developed. A summary of the commodities trade exhibition published by POP Co., Japan, shows that Tokyo holds about 55% of Japan's exhibition and the net area of the exhibition is above 60%. The three largest areas in eastern, central and Kinki occupy nearly 75% of the total area of Japan's national pavilion.

(three) exhibition types and major exhibitions

Japanese exhibitions include food, medicine, health and beauty. Textile and clothing 6 categories, such as category, machinery and electronics, hardware building materials and gift crafts, covering more than 40 industries, such as agricultural products, food, gifts, supermarkets, furniture, jewelry, clothing textiles, medicine, chemistry, beauty, electronic communications, office supplies, machinery and equipment, precision instruments, automobiles, construction, logistics and so on. From the scale of participation, visitors, professional level and industry influence, the major international exhibitions include Tokyo international fashion exhibition, Tokyo International Gift exhibition, Tokyo international food and Beverage Exhibition, Tokyo video game exhibition, Tokyo auto show, etc.

　　 Two, main characteristics

Japan holds annual exhibitions with high frequency and high grade. industry With its extensive facilities and facilities, its manufacturing industry is highly developed and its technology level is leading the world, attracting enterprises and businessmen from all over the world to participate in the exhibition. The main features include:

(1) strong professional strength.

According to statistics, the proportion of specialized exhibitions in Japan is more than 80% every year. 9 major exhibitions, including 2 consumer products professional exhibitions, represent ten representative exhibitions in major industries. In the operation and management of exhibition industry, Japan pays attention to the cultivation of professional talents. JEXA has introduced qualification admissions and corporate credit evaluation to exhibition practitioners, trained and ensured a group of professional exhibition talents with high quality and ability, which has provided sufficient personnel protection for improving the professionalization level of exhibition.

(two) industry wide radiation.

The Japanese government attaches importance to the important role of the exhibition industry in the national economy, and regards the exhibition economy as one of the strategic means to enhance domestic demand and promote the related industries of radiation. By improving service quality, improving service system and giving full play to the role of exhibition industry in communication and exchange technology, tourism, hotels, transportation, communications, transportation and other related services have been promoted to promote economic and social development. At the same time, the exhibition industry is actively adopting new technologies and equipment to raise the level of modernization. If the Tokyo International Exhibition Centre adopts the new audio-visual and data transmission system to connect the exhibition hall and Conference Center, the computer system can input and output exhibition information, venue information, local traffic and weather, news and other information in time. Install large screens at the entrance of the Plaza, and display the image information related to the exhibition. The main passageway of the exhibition center is equipped with 6 large electronic information boards to properly guide the audience. There are dozens of small electronic information cards in the exhibition center, which guide the audience's facilities and traffic, as well as the news release column, and control the whole audio-visual information from the studio.

(three) the process of marketization is fast.

Japan attaches great importance to giving full play to the role of the market in the allocation of resources in the exhibition industry, building and updating venues and facilities in accordance with the market rules, adjusting the professional themes in a timely manner, and promoting the marketization process of the exhibition industry. Under the guidance of government administration, the major exhibition enterprises and trade associations play a leading role, and small and medium-sized exhibition enterprises are widely involved. The Japanese government has accelerated its institutional reform and functional adjustment, devolved some of its functions to industry associations, and established a macro management mode of coordination between the government and the people. The exhibition industry in Japan focuses on the effectiveness evaluation. The organizer usually adopts a comprehensive and advanced exhibition analysis and evaluation system to carry out the overall assessment of materials and data before, after and after the event, and feedback relevant information and latest trends to the exhibitors and spectators in the form of reports and suggestions, so as to enhance the pertinence of the exhibition and enhance the actual effect of the exhibition.

(four) high degree of internationalization.

Generally speaking, the higher the internationalization degree is, the more exhibitors will join. The information flow, technology flow and product flow will become more intensive, and the chances will be greater. As an important platform for promoting international trade and economic and technological cooperation, major Japanese exhibitions are highly internationalized. For example, Japan's international food and Beverage Exhibition (FOODEX) has exhibited more than 70 countries and regions. The international fashion show in Tokyo has nearly 2500 exhibitors and 26 thousand spectators. The participating countries include Japan, China, South Korea, France, Italy, Finland, Greece, Turkey, India, etc. the international automobile aftermarket show has auto parts, auto accessories and auto accessories enterprises in Japan, China, the United States, and Korea, exhibiting 3 spectators. These exhibitions have a perfect overseas attracting investment network, and maintain close ties with overseas trade associations and chambers of commerce through JEXA and other channels, and expand their international popularity and reputation with a comprehensive service system and service means.

(five) perfect system of mechanism

In order to promote the orderly development of the exhibition industry, improve the vitality of the industry and standardize the industry order, Japan attaches great importance to improving the industry management system through institutional improvement. At the government level, the exhibition industry active policy research committee was set up to implement the third party statistical certification system and improve the transparency and credibility of the exhibition. Specific industry management, mainly through the Japan Trade Promotion Agency (JETRO) and Japan Tourism Promotion Association. The exhibition department is set up in JETRO, which provides support for exhibitions held in Japan and foreign companies and institutions. This management system ensures a smooth dialogue channel and effective coordination mechanism among enterprises, industry, economy and government.

　　 Three. Cooperation between China and Japan

(1) expanding areas of cooperation

Due to the large scale of the Japanese market and the high level of development of the exhibition industry, Chinese enterprises have a strong enthusiasm for exhibiting in Japan. Judging from the actual situation over the years, the exhibition industry involves many fields such as food and medicine, textile and clothing, machinery and electronics, furniture, gifts, and so on. With China's economy entering the "new normal" and improving quality and efficiency, the exhibition industry in the future will expand further in the fields of energy saving, environmental protection, new generation of information technology, biology, high-end equipment manufacturing, new energy, new materials and consumption.

(two) the association plays an important lead role.

The Japanese trade association is well organized and strong in strength and plays an active role in China Japan mutual participation and exhibition. Japan Japan trade promotion organization, Japan China Economic Association, Japan International Trade Promotion Association, Japan Chamber of Commerce and industry, Japan China Economic and Trade Center, East China Sea Trade Center and other economic and trade organizations have experienced in organizing exhibitions and exhibitors, and the exhibition has achieved good results. CCPIT organizes Chinese enterprises to participate in Japanese professional exhibitions every year. Other provinces and trade associations also organize many exhibitions to Japan, which has strongly promoted bilateral trade and investment cooperation.

(three) industry cooperation and pragmatic promotion

The development of Japanese exhibition industry is relatively mature and the management system is perfect. The exhibition enterprises in China deepen cooperation with JEXA and exhibition enterprises and explore new cooperative mechanism, which is conducive to promoting the development of China's exhibition industry to specialization, marketization, industrialization and internationalization. For example, the two countries have established a communication platform through the exhibition industry CEO forum, which has become an important way to promote the common development of the exhibition industry.