Why Germany Is The World'S Largest Power?

The third largest economy in the world, but the world's first exhibition power, the world's 2/3 famous exhibitions are held here.

People can not help asking: How did the German create the "German made" Convention and exhibition service brand? How did Germany become a global Convention and Exhibition Center?

Scale industrialization operation

The large-scale and industrialized operation is the main feature of the exhibition industry in Germany.

Of the 10 largest exhibition companies in the world, there are 6 in Germany.

At present, Germany has an indoor exhibition area of 2 million 400 thousand square meters, accounting for 20% of the total world exhibition area, and 4 of the 5 major exhibition centers in the world are in Germany.

Of the 150 important professional exhibitions in the world, more than 120 were held in Germany.

In essence, it finally drives Germany.

It develops the excellent marketing function of professional mice to global enterprises, especially industrial enterprises.

The exhibition industry has become an important part of the industrial economy in Germany and even the whole world. It has set up the most direct communication platform for upstream manufacturers and downstream buyers and consumers in various industries.

Germany holds more than 140 professional exhibitions every year, covering almost all industrial products and service industries.

World opinion generally holds that many German theme exhibitions are the most effective medium for introducing new products and technologies.

Annual opinion surveys show that many business decision-makers evaluate German exhibitions as the most important basis for their purchase decisions.

The theme of the exhibition will change in time with the development of the industrial economy, which is the root of the flourishing development of the exhibition industry in Germany.

For example, after World War II, German exhibitions were dominated by machinery, automobiles and consumer goods. After 1980s, with the rise of IT industry, the Hannover information technology exhibition became the number one brand of the German exhibition. In recent years, with the passing of IT, a number of new exhibition brands such as real estate, raw materials and new energy emerged in Germany.

Combination of industry and regional division of labor

Another key factor for the success of the German Convention and exhibition industry is the success of its organizational structure and industrial structure.

In the long term development, the German Convention and exhibition industry has established a strong exhibition network which is mainly divided into industries, regional division of labor and global.

The first principle of the German exhibition is that the market segments must be clear.

Although there are hundreds of exhibitions in Germany every year, the goals of the exhibitions are very clear under the unified coordination of the authoritative associations such as the German exhibition Committee.

Even in the electronics industry, there is a clear distinction between the Hannover information technology exhibition and the Berlin consumer electronics show. The former is dominated by buyers and other professional customers, while the latter takes the end consumer as the main object.

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On the basis of the above, the Convention and exhibition brand has been gradually formed in various regions.

The most important exhibition cities in Germany are Hannover, Frankfurt, Munich, Cologne, Leipzig, Berlin, Dusseldorf, Hamburg, Nuremberg and Stuttgart.

On the basis of domestic industry and regional division of labor, German Convention and exhibition enterprises are actively implementing the strategy of globalization and rapidly occupy the dominant position in global competition.

On the one hand, the German exhibition actively attracts foreign enterprises to participate in the exhibition in Germany. On the other hand, since 50s, Germany has held exhibitions in a number of countries with potential for development. Now it has established a sophisticated agency network, and there are more than 390 offices in the world.

MICE industry chain function is complete

In addition, after 100 years of development, the German exhibition industry has been quite mature.

Up to the management of governments and trade associations at all levels, under the multilateral support of exhibition companies, exhibitors and spectators, as well as the external support of professional exhibition talents education, media cooperation and international exchanges, Germany has basically formed a complete set of full-featured exhibition system with outstanding core functions and complete support.

At the same time, the German exhibition enterprises are also actively studying the value chain of the industry, firmly grasp the most profitable links in the industry, vigorously develop value-added services, and maximize the profit margins of the exhibition economy.