Comparison of the current status of exhibition development in Zhejiang and Guangdong
According to statistics from relevant departments of the Ministry of Commerce, in 2003, of the total exhibition revenue nationwide of 8.635 billion yuan, Guangdong’s was 3.24 billion yuan. , accounting for more than 37% of the country. Zhejiang’s is 1.14 billion yuan, accounting for more than 13% of the country’s total. Judging from the distribution of professional exhibition companies, as of the end of 2003, there were 876 in Guangdong and 114 in Zhejiang. At present, Zhejiang has initially formed a convention and exhibition economic city cluster with Hangzhou-Ningbo as the central axis and including Wenzhou, Yiwu, Shaoxing, Yuyao and Taizhou. Guangdong has formed the Pearl River Delta Convention and Exhibition Economic Belt with Guangzhou-Dongguan-Shenzhen as the central axis, including Foshan, Zhuhai, and Shantou. The two Canton Fairs are the entry point for the two peak exhibition periods, with private exhibition companies as the main force, including design, construction, and exhibition halls. Services, exhibit transportation, exhibition consultation, and other extended services, such as the "tertiary industry consumption chain" and related industry clusters integrating advertising printing, hotels and catering, entertainment and tourism.
1． Comparison of exhibitions
According to a survey of the exhibition industry in Zhejiang Province, 345 exhibitions of various types were held in *** in 2004, with an average of nearly one per day. Among them, 56 were titled "International", accounting for 16.2% of the total. . Judging from the exhibition situation in the major exhibition cities of Hangzhou, Ningbo and Yiwu, the scale approach and the color of urban function positioning are gradually increasing. The exhibition topics in Hangzhou mainly focus on calligraphy and painting art, education technology and daily consumption. Among Ningbo's exhibition projects, economic and trade exhibitions account for a higher proportion, mainly light industrial products and daily consumer goods. Yiwu relies on its advantages as the country's largest small commodity distribution center and export base. Yiwu-branded exhibitions are gradually increasing, such as hardware and electrical appliances, knitted clothing, toys, green food, furniture, cultural and sports supplies, handicrafts, printing and packaging, beauty salon equipment and cosmetics, etc. Large-scale professional exhibitions at home and abroad have settled in Yiwu. Generally speaking, the current exhibition topics in Hangzhou are relatively concentrated on leisure and daily consumption, while Ningbo is relatively concentrated on export-oriented exhibitions, and Yiwu has achieved better brand extension by leveraging the influence of successively successfully hosting the China Small Commodity Expo. expansion of effects.
According to a survey of exhibitions held in 18 exhibition halls in Guangdong, in 2004, there were 336 exhibitions in Guangdong, of which 145 were between 5,000 and 20,000 square meters, accounting for 43; 20,000 square meters. There are 60 people above, accounting for 18. Guangdong's current exhibitions are mainly concentrated in Guangzhou, Shenzhen and Dongguan. Guangzhou held 116 exhibitions, and international exhibitions increased by nearly 60% compared with the same period last year. The exhibition areas of "International Building Materials Exhibition", "South China Furniture Exhibition", "Guangzhou Expo", "Beauty and Beauty Development" and "International Auto Show" are all over 100,000 square meters. In 2004, the Shenzhen government department registered about 65 exhibitions, of which about 50 were under 10,000 square meters; about 40 were between 10,000 and 30,000 square meters; and about 10 were above 30,000 square meters. Such as Hi-Tech Fair, International Furniture Fair, China (Shenzhen) International Clothing Fair, Shenzhen International Gift Fair, Shenzhen Housing Fair, Shenzhen International Jewelry Fair, etc. In 2004, Dongguan *** held more than 60 exhibitions and trade fairs with 35,916 booths. Dongguan Electronics Expo, China (Humen) International Clothing Fair, and International Famous Furniture (Dongguan) Exhibition are the three major exhibitions in Dongguan. Judging from the content of the exhibition title, the industries concentrated in the exhibition are mainly the most powerful industries in Guangdong, which shows that the development of the exhibition industry is consistent with the development requirements of the industry.
Table 3: List of exhibition classifications in Hangzhou in 2004
Related indicators
Total number of exhibition categories
Number of exhibitions (percentage) Proportion of the total number of exhibitions held () Number of exhibitions
() Proportion
()
Lifestyle consumption 25 11.2 25 16.3
Calligraphy, painting and art 81 36.3 36 23.5
Building materials and decoration 12 5.4 12 7.8
Real estate 9 4 7 4.6
Human resources 8 3.6 8 5.3
Educational Technology 30 13.5 13 8.5
Environmental Protection and Sports 1 0.4 1 0.7
Other Categories 57 25.6 51 33.3
Total 223
100
153
100
Table 4: List of main industry classifications of Guangdong exhibitions in 2004
Exhibition Category Number of exhibitions (number) Proportion of total number of exhibitions held ()
Textiles, clothing, leather, footwear and related equipment 34 11
Automation, machinery, machine tools , hardware materials, molds, food instruments, measuring and related equipment 34 11
Food, beverages, tobacco, public catering, restaurants and related equipment 21 7
Transportation, transportation , vehicles, exhibitions and related equipment20 6
Electronics, electrical, multimedia and household appliances21 7
Toys, gifts, handicrafts, daily necessities and related equipment21 7
Consumer goods and service products 25 8
Total 176 52
Table 5: Exhibitions in major cities in Zhejiang and Guangdong in 2004
Province
The number of exhibitions (expos) held in the city
Has international brand exhibitions
(UFI certified)
Among them throughout the year
Exhibition scale
International proportion 20,000 square meters
More than square meters
Hangzhou City, Zhejiang Province 223 28 12.5 4
/
Ningbo City 39 12 30.7 7
Wenzhou City 35 7 20 2
Total 297 47 15.8 13
Guangdong
Guangzhou 158 63 39.9 39
3
Shenzhen 65 21 32 15
Dongguan 63 17 27 9
Total 286 101 35 63
2. Exhibition company situation
Since the Zhejiang exhibition industry market was established in the early 1990s, after more than 10 years of cultivation, its activity entities have grown from a few at that time to more than 300 currently registered, especially In recent years, some professional exhibition companies with strong capabilities in organizing exhibitions in major cities have
The joining of Zhejiang Exhibition Center has injected vitality into Zhejiang exhibition market. Among the professional member units, there are 12 with registered capital of more than 1 million yuan (including 6 with more than 3 million yuan, and only one professional exhibition company, Zhejiang Yuanda International Exhibition Company), and 121 with less than 500,000 yuan.
Guangdong has nearly 10,000 exhibition companies registered with the Industrial and Commercial Bureau whose business scope includes conventions, exhibitions, displays and sales, and more than 2,000 of them are mainly engaged in convention and exhibition business. Among them, there are 1,362 companies in Guangzhou that include exhibitions, exhibitions, displays, and sales, 353 companies are mainly engaged in exhibition business, and there are 236 companies registered in Shenzhen with industrial and commercial registration to provide exhibition planning, exhibition design, exhibition construction, and exhibition-related services. Home. At present, exhibition companies in Guangdong are generally small in scale, and their investment directions have not been diversified, let alone large-scale operations.
3. Convention and exhibition education, research institutions, training market
Zhejiang has a superior humanistic environment and obvious educational advantages, which provide unique favorable conditions for the development of convention and exhibition education. In 2002, Zhejiang Economic and Trade Vocational and Technical College was the first to establish the convention, exhibition and advertising major; Zhejiang Tourism Vocational College has established the exhibition management major; Zhejiang University City College has established the exhibition and advertising major; Zhejiang Wanli College has established the exhibition economics and management major; Zhejiang Shuren University has established the exhibition management major; Zhejiang Yuying Vocational and Technical College has established the conference and exhibition management major; Zhejiang University of Science and Technology Exhibition Management The exhibition design major offered by Zhejiang Vocational College of Commerce and Technology has been included in the 2005 enrollment plan. Among them, Zhejiang University City College cooperates with Macau University of Science and Technology, and Zhejiang Shuren University cooperates with Hong Kong Polytechnic University.
In Guangdong, the Sino-French School of Tourism of Guangzhou University has opened the Convention and Exhibition and Business Tourism (Sino-French Project) and Convention and Exhibition Management majors under the Tourism Management major; Sun Yat-sen University has opened the Festival and Exhibition management direction; Guangzhou No. 2 Business School has opened an exhibition and marketing direction in the marketing major; Tourism College of Guangdong Business School. It is also understood that the School of Management of Sun Yat-sen University and the School of Tourism of South China University of Technology are planning to open exhibition economics and management majors. Among them, the Sino-French Tourism Institute of Guangzhou University was established by an agreement signed between the Guangzhou Municipal Government and the French Ministry of Education.
Zhejiang ranks among the best in the country in terms of convention and exhibition research institutions, with institutions such as Zhejiang Asia-Pacific Convention and Exhibition Industry Development Research Institute, Zhejiang University City College Convention and Exhibition Research Institute, Zhejiang Wanli University Convention and Exhibition Research Institute, and Zhejiang Institute of Science and Technology Sino-German Cooperation Baker There are a number of professional institutions with strong scientific research capabilities, such as the Convention and Exhibition Research Institute and the Oriental Convention and Exhibition Research Institute of Zhejiang Economic and Trade Vocational and Technical College. Guangdong’s convention and exhibition research institutions are not complete. Currently, the Guangzhou Development Institute of Guangzhou University has established a Convention and Exhibition Industry Research Institute with 5 researchers. , 3 people above deputy senior level.
Zhejiang’s convention and exhibition training market is mainly based in this province. Each research institution has given full play to its own advantages in training projects and achieved good social benefits. For example, the Zhejiang Asia-Pacific Convention and Exhibition Industry Development Research Institute aims to develop for small and medium-sized enterprises in the province. The seminars and training courses organized by International Market Services were well received by the participants and had a certain impact on the industry. Guangdong’s exhibition training market has just started. The School of Tourism of Guangzhou University has carried out some training projects, such as a series of trainings for the convention and exhibition hotel Dongfang Hotel and personnel training for the ASEAN Expo; Jiaotong University and Qiaoxin Group have "convention and exhibition planning and management" training in Guangzhou; the Ministry of Commerce Training Center is in Shenzhen The "International Exhibition Planning and Marketing Advanced Training Course" launched by Shenzhen Ganguan Vocational Training Center; the "Exhibition Vocational Certificate Training and Counseling Station" launched by Shenzhen Ganguan Vocational Training Center. In comparison, the current exhibition training is still only short-term training, and a large number of exhibition companies need The systematic training of professional talents is still basically blank.
4． Convention and Exhibition Industry Association
In order to speed up the pace of convention and exhibition industrialization in Zhejiang, some major convention and exhibition cities have successively included the establishment of industry associations in government work plans. Currently, three convention and exhibition industry associations have been established, namely Hangzhou Convention and Exhibition Industry Association, Ningbo Convention and Exhibition Industry Association and Wenzhou Convention and Exhibition Industry Association. There are 167 association member units in various places, including 47 in Hangzhou, 57 in Ningbo, and 63 in Wenzhou. Among the professional member units, 12 have registered capital of more than 1 million yuan, and 121 have registered capital of less than 500,000 yuan. Home. In addition, the Zhejiang International Convention and Exhibition Association is in preparation.
The establishment of the Convention and Exhibition Industry Association has built a standardized and orderly convention and exhibition industry market for regional cities in Zhejiang Province. By formulating unified industry standards, it holds regular meetings, holds various business training courses, publishes professional publications, exchanges information, and promotes Advanced and scientific management methods and operating methods, directly manage the qualifications of exhibition organizers, conduct fair audits of important exhibition data, and accordingly improve the level and grade of organized regional professional exhibitions through integration. Promote technological progress in the conference and exhibition industry.
In September 2001, the Guangdong Convention and Exhibition Industry Association was formally established. The Guangdong Convention and Exhibition Industry Association is a voluntary industry, local, non-profit association jointly initiated by the branches and branches of the Guangdong Provincial Trade Promotion System of the China Council for the Promotion of International Trade and related enterprises, institutions, social groups and individuals. . Foshan Convention and Exhibition Industry Association was formally established in August 2004. It is understood that the Guangzhou Convention and Exhibition Industry Association and the Dongguan Convention and Exhibition Industry Association have also entered the preparatory stage. Shenzhen Convention and Exhibition Industry Association was established in 1989 and currently has 138 members. It is composed of organizers of Shenzhen's exhibition and conference industry and related service companies. At present, the association has established a news center, which consists of a newspaper, a magazine and a website. In the past two years, Shenzhen Convention and Exhibition Industry Association has achieved six national firsts: in 2003, it issued the country’s first convention and exhibition industry regulations; in 2003, it created the first website of the National Convention and Exhibition Association; in 2003, it implemented the country’s first Exhibition decoration bidding; in 2004, the country's first exhibition decoration enterprise, design, and construction qualification evaluation standards were introduced; in 2004, the country's first exhibition service alliance was established; in 2004, the country's first set of international first-class exhibition management systems were developed .
Generally speaking, the current self-construction of the Zhejiang and Guangdong associations still faces problems of institutional instability and lack of vitality. There is still a big gap between the representativeness, autonomy and non-profit required by the nature of industry associations, and the standardization, internationalization and specialization required by operations.
3. Positioning strategy for convention and exhibition development in Zhejiang and Guangdong
1. Analysis of the characteristics of exhibitions in Zhejiang and Guangdong
The development characteristics of the exhibition industry in Zhejiang: First, the development of the exhibition industry and industrial development promote each other. For example, the Yiwu International Commodity Expo promotes its small commodity market; second, the exhibition industry is blooming everywhere. A number of exhibition brands have emerged in major cities. Such as Yiwu International Small Commodity Expo, Ningbo International Daily Consumer Goods Expo, Hangzhou West Lake Expo, Wenzhou Light Industrial Products Expo, Shaoxing Textile Expo, etc., Yongkang Hardware Expo, Zhuji Socks Expo, Shengzhou China Tie Festival, Haining Leather Expo, Taizhou China Plastics Exchange China Daily Commodity Fair, China Automobile Industry Expo; third, the government’s guiding role is obvious. Exhibitions with certain influence in Zhejiang are all government-oriented exhibitions, such as Hangzhou West Lake Expo, Ningbo Zhejiang Trade and Investment Fair, and Yiwu International Commodity Expo. Government-run exhibitions have a great influence and have a certain effect on the development of the industry, but they are not conducive to the long-term development of the market; fourth, private exhibition companies are relatively small and have not formed large-scale operations. In addition, the use of foreign capital for exhibitions is not enough, and there are few internationally renowned exhibition companies forming alliances with Zhejiang. Fifth, the area of ??exhibition hall facilities is not enough to meet the needs of Zhejiang's rapid development of exhibitions. Sixth, Zhejiang's exhibition talent training and research are at the forefront of the country, but there are no Develop your own research characteristics.
The development characteristics of Guangdong’s exhibition industry: First, the exhibition industry develops rapidly, with a large total number of exhibitions and many industries involved. Guangdong's convention and exhibition industry has experienced rapid development in the past decade, showing a leaping upward trend. Second, a number of exhibition brands have emerged. The convention and exhibition industry in Guangdong Province continues to expand its scale and upgrade its level during development, creating a number of famous brand exhibitions. In addition to the "China's No. 1 Exhibition" Canton Fair, Shenzhen's Hi-Tech Fair has successively become a famous brand in the domestic exhibition industry. A number of professional exhibition brands with great influence in the industry and region have also grown up in various places, such as the Beauty Development and International Furniture Expo, building materials, lighting and other exhibitions, as well as clothing exhibitions, gold and jewelry exhibitions, watch exhibitions, and toy and gift exhibitions. There are also computer information, car shows, etc. Third, government-led exhibitions are a highlight.
In 2004, the exhibitions sponsored by the government for the first time included: China International Small and Medium Enterprises Expo, China International Audio and Video Expo, China Cultural Industry Expo in Shenzhen, Guangzhou Manufacturing Equipment Expo, etc. These exhibitions are particularly eye-catching due to their high standards, heavy investment, and extensive publicity. Fourth, exhibition companies are generally small in scale, and their investment directions have not been diversified, let alone large-scale operations. Private entities in Guangdong's convention and exhibition industry are developing rapidly. From exhibition center institutions to exhibition organizers, private companies and joint-stock companies have begun to play the leading role. Fifth, the exhibition hall facilities have been significantly improved. The total indoor exhibition area reaches 1.200000 square meters, ranking first among all provinces and cities in the country. The supporting service facilities of exhibition halls in Guangdong are poor, and there is already a problem of overheating of exhibition halls. Sixth, the training of convention and exhibition talents in Guangdong is not commensurate with the development speed and scale of the convention and exhibition industry. Guangdong currently only has a major in convention and exhibition management, and there is no formal convention and exhibition economics and management major like Beijing and Shanghai. In addition, convention and exhibition training in Guangdong is mainly short-term vocational training. , professional talent training is basically still blank.
2． Analysis of Zhejiang and Guangdong Convention and Exhibition Strategies
Zhejiang wants to make the convention and exhibition industry a pillar industry. Its development strategy is:
First, make use of the regional economic status of the Yangtze River Delta and make full use of the proximity to Shanghai and The location advantage of being close to Taiwan, with convenient transportation and rich resources, relying on close economic location connections and rich tourism resources, through mutual coordination and cooperation between cities, and the highly internationalized development of the exhibition industry in cities in the Yangtze River Delta, increasing efforts to proactively integrate The Shanghai convention and exhibition industry actively expands exhibition cooperation with the Asia-Pacific region; the second is to use the promotion effect of the "World Expo" to strengthen government macro-control and optimize resource allocation to increase the linked development effect of the convention and exhibition economy; the third is to target Zhejiang's obvious external Trade development advantages, increase development in exhibitions, and include investment attraction, international trade, international shipping, labor export, international exhibitions, and international conferences as pillars of Zhejiang Province’s opening to the outside world, supporting Zhejiang’s new framework for comprehensive opening up; fourthly, It is necessary to combine industrial advantages, encourage block economy enterprises to participate in various trade fairs and exhibitions (expos), organize and carry out Zhejiang characteristic commodity exhibitions with international procurement as the theme, and strive to develop block economies in major commodity markets and characteristic economic regions Become a production base and supply base for international buyers; fifthly, in terms of hardware, we will increase investment in the construction of international-standard exhibition halls in major areas and introduce a series of incentive measures and preferential policies in terms of software; sixthly, in terms of talent training Avoid a situation of full bloom and develop in a hierarchical and differentiated manner. Anyway. Zhejiang should further strengthen the development pattern of manufacturing exhibitions in Ningbo and Wenzhou and the trinity of leisure, conferences and tourism exhibitions in Hangzhou. It is necessary to strengthen the holding of large-scale international conferences, designate the exhibition industry as a power industry, improve the scientific and technological content, and strengthen regional cooperation to promote Zhejiang's economy to a higher level as a whole.
The main idea for the development of Guangdong’s convention and exhibition industry is: guided by the scientific outlook on development, relying on the advantages of Guangdong’s manufacturing industry, especially the nine pillar industries, the exogenous economy and its close ties with the international market , the location advantage of being located at the intersection of the China-ASEAN Free Trade Area and the Pan-Pearl River Delta economic circle promotes the all-round development of the exhibition industry. Specifically: first, straighten out institutional relationships and focus on the use of economic and legal means for regulation and supervision; second, formulate planning and industrial policies for the exhibition industry as soon as possible, identify key exhibition cities, and strengthen coordination of exhibition affairs between exhibition cities. , Accelerate the legalization of the exhibition industry, establish and improve the laws and policies system for the exhibition industry, standardize the order of the exhibition market, formulate and implement rules for industry services; third, strengthen the self-construction of business associations, pay attention to the use of the Council for the Promotion of International Trade, and business associations, etc. The role of relevant intermediary service organizations. Improve the exhibition public service system including associations, standards, statistics, training, and surveys; fourth, strengthen support and protection for well-known exhibition companies and exhibitions; fifth, actively promote cooperation with the exhibition industry in Hong Kong and Macao; Sixth, combine other production service industries such as logistics and business services to attract more foreign exhibition companies to settle in Guangdong and improve the internationalization level of Guangdong's exhibition industry.