Presentation about China Exhibition Industry

transcript

The Dragon Has Arrived

China and Expositions

Presented by

Chris KappesRalph Miller

Hua XuDanielle Xu

What’s all the noise about China?

With a population of 1.3B and expanding middle class, the Chinese market offers one of the richest opportunities for business development and market expansion. Trade shows are growing exponentially in this geo to support the growth.

This session will dive into:

The latest news from China from the front-lineMarketing in China…it different and whyTradeshows in China….key shows and venuesTradeshows in China…what works and what doesn’tExpectations of an exhibition in China from an American exhibitor’s viewManaging a China project from the US…how?Challenges and opportunities?Case studies

Put your toe in the water and start your own ripple within your company about exhibiting in China.

Bios: Ms. Xu Hua: Vice Secretary General of Shanghai Convention & Exhibition Association

Mr. Ralph Miller: Producer

Ms. Danielle Xu: Senior Account Executive, 3D Exhibits

Chris Kappes: SVP: Strategic Alliances, 3D

The Year of Dragon Ended Successfully!

Now The Year of Snake Brings Prosperity and Peace.

Calm on the Surface, It is Intense

and Passionate. 4

China overview: Chinese economy is developing rapidly. With the big population and

expanding middle class, the Chinese market attracts attention all over the world. “Made in

China” is expanding as more and more Chinese companies want and need to build their brand

names and recognition globally. China must set up bridges that connect this ancient country

towards the new world.

1. China overview …………….……………………………………………..……........Page# 4

2. Marketing in China………………………………………………………..

………….Page# 9

3. Tradeshows in China ………………………………….……………………….

…...Page# 14

4. Tradeshows in China – it is different and difficult ……….………….…..

….....Page# 23

5. Managing your expectations ………………………………………………...

…….Page# 32

6. Managing a China project from the US ………………………...

………………..Page# 32

7. What they don’t tell you about exhibiting in China …………………….….

…..Page# 32

8. Exhibiting in China has it’s challenges and opportunities

………………......Page# 38

The Dragon Has Arrived

1. China Overview

Why China?

Population ： 1,347,350,000

A Big Country with 9.60 Million Sq. KM

China, A Country with the Biggest Population

in the World

The power of Chinese Economy = Everything x 1.3 Billion

GDP from the Year of 2000 to the Year of 20117.3

illion

A Country Successfully Hosted the Olympic

A Country Wonderfully Presented the World EXPO.

A Country Becomes One of the World’s Top

Luxury Markets in 2011.

An Estimated 18,000 Billionaires are there in China!

A Super Rich Class of around 880,000 Millionaires is Rising!

A Middle Class of 200 Million People Who Have High Purchasing Power and are Willing to Spend MONEY!12

China Has Already Become the World’s No.1 Luxury Market in

34%29%

25% 27%

15% 14% 15% 18%

9% 12%

Others

The Year of 2012

The Year of 2011

SHANGHAI

BEIJING

HANGZHOU

CHENGDU

DALIAN

QINGDAO

FUZHOU

CHONGQING

ZHEGNZHOU

SHENZHEGN

Luxurious Products Purchasing

The Top 10 Chinese Cities

China Has Built up a Big Stage that Welcomes

People All Over the World.

China Needs Bridges that can Connect this

Ancient Country to the World.

What is the Attraction?

Hear the Noise about China:

* Broad-Based Opportunity* Competition SWOT* Differentiation vs. Local and International Competition* 5000+ Year-Old Culture* Highly Mobile Mass Population* Growing Elite Class: Super – Upper - Topper

2. Marketing in China: Learn about how successful

companies market in China and what not to do in this diverse culture.

You Need not to Sell China!

By Helping China sell Itself, You will be Virtually Assured Grand Profits and

Success.

Bucking the Trend is Successful for Only a Fortunate Few.

The Choice is Yours.

Marketing in ChinaBecome a part of the Market and Culture.

Marketing from Within.20

Marketing in China:Yangtze River Delta Economic Zone: Shanghai, Nanjing, Suzhou, Wuxi, Hangzhou and Ningbo

North China Sea Economic Development Zone:Beijing, Tianjin, Hebei, Shan Dong, and Liao Ning

Zhujiang River Delta Economic Development Zone:Guangdong, Fujian, Jiangxi, Hunan, Sichuan, and Hainan.

China’s Special Economic Development Zone:Hong Kong and Macau

Beijing– Capital of China

The Only Chinese City that is Ranked as One of the

Top 10 International Convention Cities in the World.

Shanghai – No. 1 City in China

Sister City of San Francisco, Chicago, Winston Salem, and Montreal of North America.

Population: 23 Million

Total Space: 6340 Sq. KM

GuangzhouPopulation: 12.7 Million

Total Space 7434 Sq. KM

This is the City that Hosts China Import and Export Fair, the Biggest Trade

Fair in the World.

Hong Kong Special Administrative Region

Million

Venue SpaceExhibition Numbers Space Over 100,000 Sq.M Exhibition Numbers

0.410.46B

Million

Gross Exhibition Space

Three Major Cities Comparison in 2011

3. Tradeshows in China

Tradeshows in China:

• Every year, China hosts more than 50 first-class shows and exhibitions. Hear about

the major shows, key venues an examples of major exhibitors. Learn about Key

cities and key venues: Shanghai, Beijing, Guangzhou, Hong Kong.

• Understand the profile of top shows in various industries and attendance.

• Learn how to work with the government

Direct Revenue From the Convention and Exhibition Industry

in Shanghai:

2.4 Billion USD

Exhibit Benefits Other

Industries:

Transportation, Tourism,

Hotel, Restaurant, Retail,

Insurance, Advertising and

Designing, etc.

EXPO & Convention Centers in China

Total EXPO & Convention Centers Numbers: More than 300

Exhibition Space Area: 50.5 Million Sq. M

Average Yearly Occupancy Rate: 15%

The Growth Rate of Exhibit Space from 2001 to 2011 is 10 Times.

Total Space: 530,000 Sq. M.

Beijing National Convention Center

BEIJING

China International Exhibition Center

National Agriculture Exhibition Hall

Guangzhou International Convention and

Exhibition Center

Total Space: 500,000 Sq. M.

Venue for China Import and Export Fair

GUANGZHOU

Harbin International Convention and

Sports Center

Total Space: 360,000 Sq. M

HARBIN

Chongqing International EXPO Center

CHONGQING

Zhengzhou International Convention and Exhibition Center

ZHENGZHOU

Zhejiang International Trade EXPO Center

ZHEJIANG

SHANGHAI

Shanghai New

International EXPO Center

Occupancy Rate at SNIECOccupancy Rate at SNIEC

Growth of Exhibit Space at SNIECGrowth of Exhibit Space at SNIEC

0.881 1.015

3.8633.599

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Sold Space (million sqm)

Shanghai World EXPO Convention and Exhibition Center

Total Space: 100,000 Sq. M42

Shanghai Pudong EXPO

INTEX Shanghai

Shanghai Exhibition Center

Shanghai International Convention

Center

Shanghai Everbright Convention &

Exhibition Center

CHINA EXPO COMPLEX (CEC)

CEC will have total indoor space of 400,000 Sq.M.

In 2015, Shanghai will have a total of 800,000 Sq. M Exhibition Area.45

4. Tradeshows in China – it is different and difficult

Government Supports.

Policy Protects the Industry.

上海市展览业管理办法上海市人民政府令第 47号令

上海市展览业管理办法上海市人民政府令第 47 号令第一章　总则　　第一条　（目的依据）　为了规范展览经营行为，完善展览业发展环境，增强城市综合服务功能，根据国

家有关法律、法规，结合本市实际，制定本办法。　　第二条　（定义）　　本办法所称展览，是指举办单位（包括主办单位和承办单位）以招展方式在固

定的场馆及预定时期内举办，通过物品、技术或者服务的展示，进行信息交流，促进科技、贸易发展的商业性活动。

　　本办法所称主办单位，是指负责制定展览的实施方案和计划，对招展办展活动进行统筹、组织和安排，并对招展办展活动承担主要责任的单位。

　　本办法所称承办单位，是指根据与主办单位的协议，负责布展、展品运输、安全保卫以及其他具体展览事项的单位。

　　第三条　（适用范围）　　本市行政区域内有关展览的经营行为以及相关管理活动，适用本办法。　　非营利性的展示活动以及以现场销售为主的展销活动，不适用本办法。　　第四条　（原则）　　本市对展览业的发展与规范，实行遵循市场规则、倡导有序竞争、鼓励行业自

律、进行适度监管、依法维护展览活动各方合法权益的原则。　　第五条　（管理部门）　　上海市对外经济贸易委员会（以下简称市外经贸委）负责对本市展览业的规范

与发展进行统筹规划与协调。　　经济、工商、科技、教育、公安、旅游、知识产权等有关行政管理部门按照各

自职责，做好展览业相关管理工作。　　第六条　（行业组织）　　展览行业组织应当在制定行业服务规范、建立展览评估体系、组织展览数据统

计、发布展览资讯信息以及引导会员规范经营等方面，发挥积极作用。　　各类专业性行业组织应当在利用专业信息资源，组织、举办专业性展览的活动

中，发挥自律作用。第二章　招展与办展　　第七条　（主办单位的明确）　　按规定应当由市外经贸委、市科学技术委员会（以下简称市科委）或者市教育

委员会（以下简称市教委）等有关行政管理部门审查的国际性展览项目（以下简称国际展览），申请办理项目审查手续的单位为主办单位；无需申请办理项目审查手续的展览，发布招展信息的单位为主办单位。

　　第八条　（举办国际展览的要求）　　未经市外经贸委、市科委或者市教委等有关行政管理部门审查，不得擅自举办

国际展览。

The Fastest Developing Industries in China

FoodBanking

MedicationHeavy Machinery

Constructions and Building MaterialsAutomotive

TourismEnvironmental Protection

Communications & ITEducation

Famous Exhibits and Tradeshows in China

Auto ChinaBauma China

China International Furniture ExpoCanton Fair (China Import & Export Fair)

China ASEAN ExpoChina International Industry FairChina International Bicycle Show

HotelexChina International Beauty EXPO

China Textile Show 49

Auto Beijing and Auto Shanghai

2011230000 715000 1748

Total Space (Sq. M) Visitors Exhibitors

A Global Market with Local Sophistication

China International Industry Fair

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Space Area 62,500 62,500 80,500 80,500 103,500

103,500

126,500

103,500

150,000

Exhibitors 1,406 1,131 1,286 1,306 1,968 1,775 1,816 1,869 1,653 1,869

Visitors 26.01 22.22 24.25 20.2 10.6 10.3 11.6 11.8 11.68 11.79

China International Bicycle Show

—Kingdom of Bicycle in 1960s & 1970s

YearSpace Area (Sq.M)

Exhibitors

Visitors

2002 35000 678 96000

2003 46000 924 101890

2004 65000 903 120000

2005 80000 966 105922

2006 85000 738 100594

2007 90000 1243 100505

2008 100000 1238 77541

2009 100000 981 71484

2010 100000 1117 102022

2011 110000 1193 12050554

China International Furniture EXPO

Year Space Area (Sq.M) Visitors Exhibitors

2011 243,748 74,564 2147

2010 183,092 55,985 1884

2009 181644 48,915 1709

2008 176,175 48,915 1770

2007 169,369 54,220 1783

2006 144,342 47,630 1488

2005 106,306 46,608 1421

2004 84,300 42,501 962

Bauma China

2002 2004 2006 2008 2010

Space Area 41,000 102,000 150,000

210,000 230,000

Exhibitors 458 738 1,088 1,608 1,858

Visitors 32,068 47,387 80,686 112,59

0 150,000

A World of Cranes!57

East China Fair

Year Space Area

Exhibitors

Visitors

2002 57500 2300 136460

2003 57500 2400 157490

2004 80000 3081 189150

2005 80500 3300 205580

2006 103500 3570 236600

2007 103500 3560 185570

2008 103500 3592 192630

2009 103500 3353 182290

2010 103500 3376 190290

2011 103500 3326 20105058

An Import and Export Fair in the East China Area to Compete with the Canton Fair

China Beauty EXPO

YearSpace Area

(Sq. M)

Exhibitors

Professional

Visitors

2003 32000 780 102000

2004 32000 750 113500

2005 45000 867 150700

2006 50000 952 188745

2007 60000 1023 195700

2008 66000 1200 199800

2009 72000 1236 197500

2010 76000 1257 201600

2011 100000 1398 215200

SIAL CHINA

Space Area

Exhibitors

Professional

Visitors

600001520 33265

70000 1800 40000

China International Printing Tech & Equipment EXPO

Space Area

(Sq.M)Exhibitors Visitors

2011 150000 1695 125277

2010 130000 1468 114291

2009 95000 1309 95775

2008 100000 1408 102800

2007 80000 1024 84726

2006 60000 857 72502

2005 50000 720 51429

2004 46000 659 44371

2003 45000 642 40038

2002 40000 621 31794

5. Managing your expectations

6. Managing a project from the US.

7. What they don’t tell you about exhibiting in China

• Managing your expectations:

what should you anticipate the results will be when exhibiting in China.:

Hope vs. reality.

• Managing a China project from the US:

What is the process and is it effective? What are the options and cost

impact.

How to Attend a Show in China?

- Require lots of Oversight

- Mostly Communications & Lack of Common Standards

- Develop a Local Presence

- Balance people, Time and Money for Optimum Results

- 10 Meter Rule

How to Host a Show in China?

Collect Material for Applications

Submit Documents to Government

Check and Review

Approved Rejected

20 Working Days

Materials ReturnedMake Registration

Check out Result （ www.maofa.sh.cn ） Make Correction and Re-Submit

You Must Trust Your Chinese Partners.

China can be a low-cost leader, but if you want a quality product, you should realize your are operating in a global market with global

opportunities and global pricing.

How to Tell Your Story?

Design

Attract Their Eyes

Open Their Hearts 68

Fabrications

Feet or Meters?

Do We Have the Same Understanding?

Manage Your Expectation!

Let’s Make it Happen!

We are Close to the Show!

Move-In & Installations

Workers – No Union!

Venues Have So Many Different Rules.

Show Starts!

It is the Time!

• Always Bi-Lingual

• Business Cards

• Use Title to Greet Clients

• Dress Codes

• VIP Treatment

Marketing Strategy

• Pre-Show

• During the Show

• After Show

Remember that You are on the Other Side of the Pacific Ocean!

People, Time & Money:

Schedule, Schedule and Schedule

Yes May not Mean “Yes”.

Quality and Cost can be Dramatically Different.

What Seems Impossible can be 100% Possible!

Work with the Government

• Government Issue Supportive Policies

• Government Publish Directory Standards

• Government Make Recommendations and Promotions

8. Exhibiting in China has it’s challenges and opportunities: case studies that profile different approach and outcomes from exhibiting in China.

Case Studies: Coca Cola Pavilion at the Olympics

Case Studies:

Religious Tour Show

Case Studies:Auto Shows in China

Challenges and Opportunities.

Hear About the Culture Before Diving in.

Think About These Gifts!Watch

Flower

Perfume

Learn Some Chinese:

Ni Hao 你好

Huan Ying 欢迎

Hao De 好的

Zai Jian 再见

Tai Bang Le 太棒了

谢谢！

Thank you!