Unscramble The Next Development Of O2O

Shopping malls are like battlefields.

The jungle rule of survival of the fittest and survival of the fittest will be applied to the MICE market in a changing situation. When the traditional melee tactics do not work well, the mice companies want to arm themselves with technological means and "brighten up" in the spotlight rather than "shed blood" on the edge of the market.

Can technology change the life and death of mice?

I have been concerned about the new technologies in the exhibition industry. The IMEX exhibition in Frankfurt took two days to communicate with technology companies.

IMEX technology companies can be broadly divided into two categories. One is software companies that focus on meetings and activities, and another is a company that customize and develop APP.

The two directions not only exclude, but also intersect. They only distinguish the emphasis of the product.

The technology companies that focus on meeting process management occupy a large area in the IMEX exhibition. Famous companies include LANYON, CVENT, CENTIUM, and German local companies, ALOOM, and so on. Similar technology companies are too numerous to enumerate.

Such companies provide conference full process management services through Web and App. The homogeneity of software functions is very high, so competition is fierce.

Conference process management has become a hot spot in the MICE industry's technological innovation.

My first contact with CVENT was a few years ago, and the first impression that this company gave me was to focus on making SOURCING at the resource side, making reservations for the venue and the hotel.

After chatting with CVENT staff, I knew that CVENT was doing activities registration to help enterprises to set up electronic invitation letters.

Later, CVENT's focus shifted from registration to conference resource side SOURCING and extended to the whole process management of the conference.

The adjustment of CVENT's center of gravity shows his ambitions for closing the paction: integrating downstream resources, forming his own purchasing advantages, expanding customer numbers and increasing stickiness by relying on meeting management system in upstream, thereby directly conveying orders for downstream resources.

CVENT's current resources are also concentrated in hotels and venues, but it is also gradually expanding resources to exhibition companies, suppliers and restaurants.

Once a large closed loop ecosystem is established, exhibition companies and travel agencies will only become a part of the ecosystem in the exhibition area, especially in regional conferences and large industry conferences and exhibitions.

The role is downgraded to a conference executive and a single output of human services.

Building a closed loop of pactions is a common method for Internet companies. "Fast trial and match" is the real horror of Internet companies. He can constantly modify his strength and quickly find users' real pain points and provide precise solutions.

APP, a developer of participating companies, has also springing up at the IMEX exhibition, for example.

The interaction between the SPEAKER and the audience is richer. The audience can ask questions on the mobile terminal and participate in the voting initiated by the spokesperson.

EVENTBASE can make personalized APP, allow participants to customize their own conference APP content, match keywords, make automatic MATCH MAKING at the time of appointment, and make navigation easier for participants to find their own booth.

DOUBLEDETCH, also a participant APP production company, focuses on deep communication and relationship building among participants.

A general view of such companies at the IMEX exhibition.

One of the characteristics is to help participants build deep social relationships and reduce the social cost of participants. This is another important point for participants to participate in the conference.

The UI design of App, the IMEX attendee, is more vivid, beautiful and personalized. UI design has created a better experience for users to become a competitive power for participants.

When the article is written here, it will talk about China.

The company's life and death.

The technical strength of China exhibition company is extremely weak, and the management level is relatively lagging behind.

In the face of international technology companies' eyeing for China's Convention and exhibition market, China's exhibition companies have to change for the sake of change. Blindly copying foreign R & D technology tools is like killing themselves; maintaining the status quo and abandoning technology are equivalent to waiting for death.

China's Convention and exhibition companies must not imagine that the giants will never be convinced in the Chinese market. The Internet Co stresses that "the world's martial arts will not break down". Time will only sharpen their paws.

Of course, MICE is not only a conference and exhibition, but also incentive travel, incentive tourism is also one of the pillar businesses of China's exhibition companies.

Let's take a look at the level of reward tourism.