Analysis Of The Current Situation Of China'S Baby Industry Exhibition

From 2008 to 2010, from the first tier cities in China to the second tier cities, from the coastal cities to the cities in the mainland, there was an upsurge in organizing the exhibition.

According to incomplete statistics of China baby net, there are more than thirty exhibition of baby pregnancy in China, so many such cities are so widespread that this phenomenon is seldom seen in other industries.

Any group commercial activity is inseparable from the driving force of market interest. First of all, let's look at the baby market in China.

Statistics show that in 2010, the market demand for children aged 0 years old in China was at least 1 trillion yuan in 2010. In 2012, it will become the world's largest infant consumer market. By 2015, it will reach 2 trillion yuan, while the prospect scale will reach 3 trillion yuan.

Here we make a simple data comparison. The clothing industry is a big industry that we are familiar with. However, in 2010, the clothing market in China is estimated to be only about 1 trillion.

From this, we can see that the market of China's baby pregnancy industry will be huge. The growth space of its future market is more like a huge absorbing stone, attracting more and more enterprises and service organizations to join.

Exhibition of baby and child industry in China

1, the number of exhibitions is increasing rapidly, showing an upward trend.

With the increasing popularity of several major baby fairs in China in recent years, the scale of exhibitions has been expanding, and exhibitors and visitors are constantly innovating.

Since 2008, the number of children's exhibitions has been on the rise. Over the past two or three years, the number of children's fairs has exceeded thirty. This is the most obvious feature of China's pregnancy baby show market, and it is also a major feature.

According to the statistics of China's baby net, more than 40 children's fairs have been held or are being prepared at present, and this part of the growth mainly occurred after 2008, and there is still a trend of growth in the short term.

2, the scale of the exhibition is uneven, and the gap between scale and level is large.

Although there are many exhibitions of pregnant and infant children in China, the scale of exhibition is uneven and the gap between them is large.

At present, the most famous baby fairs in the industry include Jingzheng Beijing baby show, Shanghai CBME pregnant baby child (original fashion child show) and Hangzhou international women and children children's children's fair. These fairs have been held for more than six sessions, and are well known baby show in the industry.

Compared to several well-known exhibitions, in recent two years in Nanjing, Changsha, Wuhan, Xi'an, Kunming, Hefei and other second tier cities, children's children's exhibitions have been held successively, and the scale and influence of exhibitions are much smaller.

3, the effect of the exhibition is mixed, the stronger the stronger.

Whether it is Shanghai CBME pregnancy baby show or Beijing Zheng Beijing baby show, and other famous children's fairs, through the comparison of recent exhibitions, we can easily find that both visitors and exhibitors brands have maintained an annual growth rate of over two digit growth.

Let's take another look at other baby fairs, children's children's fairs held in the Midwest or some two tier cities. Few visitors to the exhibition will grow by more than ten percent. Most of them will stay on the original scale, or less than the number of visitors.

The number of visitors and the number of exhibitors is the best indication of the effect of the exhibition. The better the exhibition is, the better and worse.

Word of mouth communication is very important. When someone is disappointed at the exhibition, it will not only affect the enthusiasm of the next exhibitors, but also bring the disappointment to the circle of people.

For example, the China baby net has set up a brand cooperation and exchange group to enable more pregnant and infant enterprises to have an exchange platform. This is also the group with the largest number of members in the industry. The effect of a certain exhibition brand on the exhibition will be conveyed to hundreds of brand dealers immediately. The importance of word of mouth communication is self-evident.

Therefore, the exhibition with poor results will only be worse and worse. The organizers of the children's exhibition should pay more attention to the publicity and detailed services of the previous exhibitions. Once the price is generally assessed as the effect of the exhibition, the exhibition will be eliminated in the market.

Problems at the present stage

1, homogeneous phenomenon is obvious, personality differences are not strong.

Throughout the industry's large and small children's fair, apart from the scale and venue of the exhibition, other aspects are not too different, homogenization phenomenon is obvious.

Taking Shanghai CBME pregnant baby child and Anhui Hefei baby exhibition as an example, Shanghai CBME is far ahead of Hefei's exhibition on scale, but the scope of the two exhibitors is almost the same, all involve the whole pregnant baby industry.

The latter is weak in competitiveness or not competitive at all, and most of the children's fairs in the industry are so.

In the absence of differentiated business fairs, the greater the quantity, the greater the majority of people believe that quite a few exhibitions will be eliminated in the market.

The baby industry has a large market and a large number of branch industries. It is often difficult to radiate the whole industry at the beginning stage. This Nanjing baby education exhibition is worth learning.

The children's education and supplies exhibition held in Nanjing in October 2010 opened up a new direction. The early stage of the exhibition focused on the infant education and supplies market, narrowed the scope of participation, highlighted professionalism, and significantly increased the influence in the baby education and supplies industry.

In terms of professionalism, the big baby show has no such advantage, and it also helps attract more professional exhibitors and visitors.

2, lack of effective professional publicity.

The exhibition takes a longer time to establish influence in the industry. It usually takes 3-5 years. Few exhibitions can produce very great benefits in the first three sessions. The pay is often greater than the immediate rewards. The emphasis is on building a market base for future development.

Take several fairs that China baby net has cooperated for example. Jing Zheng Beijing children's show and Shanghai CBME baby show are the most famous exhibitions in the industry. Not only do you have a large advertising campaign on the front page of the China children's net, but also the publicity of the exhibition topics, such as the eleventh Beijing Zheng Beijing baby baby show exhibition. In October, 6 months in April 2010, the statistics show that the number of visitors has exceeded 100 thousand and is still rising. 80% of the professional audience, the word of mouth effect is self-evident.

It can be said that some children's children's exhibitions are zero investment in propaganda, and there is no propaganda budget at all. Relying on simple exchanges to gain the recognition of the industry, it is difficult to be bigger and stronger.

3, the exhibition lacks sustainability and is too speculative.

We can see an interesting phenomenon. When some exhibitions are approaching, they suddenly cancel or postpone the exhibition for a reason. Even some exhibitions have the first session, but not second sessions, and then disappear.

Many of the organizers of the children's exhibition lack lasting patience. When the exhibition is approaching, if the exhibition is not going smoothly, we will have the situation mentioned above.

The first exhibition is always the most critical, and the scale and effect of the exhibition will directly affect the development of the exhibition in the second years.

In the baby industry, word of mouth communication is very influential. After exhibitors and visitors are disappointed with some exhibition, it is difficult to continue long-term cooperation.

Shanghai

Take a newly launched exhibition as an example. In October 2010, the first China Changsha International Baby Expo was held in Changsha. The organizers had a deep understanding of the baby show market. From a long-term perspective, it did not limit the short-term input and output. Through the Internet and television, efforts to increase the publicity of the exhibition were held. From the current exhibition, its scale and influence even surpassed some of the exhibitions that had been held for three or four years.

The development direction of China pregnant baby Exhibition

1, regional development or mainstream Western or large-scale exhibition.

The success of several major baby fairs in China is inseparable from its host city. Relying on the regional advantages of Beijing, Shanghai and Guangzhou, it has advantages that other cities can not match in terms of economic development level, number of enterprises or pportation.

But the Midwest is also the main distribution area of our country's population. With the development of the economy and the increase of consumption level, it will become the main consumer market of the pregnant and infant market in China. At present, no exhibition in this area can have extensive and profound influence as we mentioned before.

Visitors from the Midwest to the east from north to South or from north to South will increase significantly in both time and cost. We often hear the voices of some visitors from the central and western regions, hoping that there will be a large exhibition of pregnant and baby children in the area, so that they can more conveniently find cooperative projects.

In addition, with the development of the central and western economy, the number of baby enterprises is increasing. The infant food enterprises in Jiangxi and the sheep milk powder enterprises in Hunan have a deeper influence in China.

With the common expectation of exhibitors and visitors, it is very likely that there will be a large exhibition of pregnant and infant children in the Midwest of Wuhan, Xi'an and Chengdu.

Although the organizers did not locate the target in a province or a city, but in the provinces and cities of brands and visitors, many facts show that these exhibitions are more aimed at the provincial and municipal markets, and there is no way to form a scale effect because the first two or three cities have no influence on the whole country.

The atmosphere and brand of the east coast children's show have been set up.

2.

Just above, we mentioned the lack of personalized development in the children's exhibition market. Homogenization led to the lack of competitiveness of the later exhibitions.

In fact, there is no lack of learning about the new baby education and supplies exhibition in Nanjing. From the perspective of baby education and supplies industry, we first get the influence and popularity in a certain field, leaving behind the development mode covered by the whole range.

When the influence of a branch industry has been achieved, and then gradually expand, this may be the best way to get rid of the market encirclement.

Through the brief analysis of the present situation of the exhibition of pregnant baby, we can see that this is a market with both opportunities and challenges. The market is large and attractive, but at the same time, it is also very limited and cruel. How to avoid problems and find market breakthroughs is worthy of every participant's careful consideration.