MICE Industry To Explore A New Standard And Marketing Mode

The 2008 Beijing Olympic Games became an unparalleled event in history. In 2010, the Shanghai Expo created the largest record in the history of the world's fair, and the exhibition industry in 2014 did not seem to have a typical "big event".

However, this seems calm and calm, but in fact the undercurrents are surging. The traditional exhibition industry is undergoing a small-scale revolution.

Nowadays, the revolution in the era of mobile Internet is gradually being noticed. Last year, the exhibition industry explored a brand-new standard.

Commercial Wi-Fi has become the standard of exhibition.

Whether at the end of July last year, the "ChinaJoy" or the August China Internet Conference, or the Guangzhou international motor show later, the annual grand gathering of the three major industries in China began to try commercial Wi-Fi to support the wireless network during the exhibition.

How did this small revolution happen?

Regarding the cause of the revolution, I believe that this is not an accident, but a process after the development of traditional industries.

As a popular industry, the exhibition industry has a higher user sensitivity than other traditional industries.

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So before the emergence of commercial Wi-Fi, many pavilions had WiFi coverage. However, due to the lack of early planning and lack of prediction, the phenomenon of wireless paralysis occurred on the day of the exhibition.

Data show that last year, "ChinaJoy" on the second day, there are more than 100 thousand people to enter the venue, one of the conference rooms of China's Internet Conference has more than 20 thousand people, and the number of people who can not meet the demand of Internet before the increase in the number of participants has not been able to see in the exhibition.

In addition, because the venue provides wireless access to ordinary Internet services, it can not generate late profits. Without financial support, many early wireless coverage is done coarser, and the effect of Internet is affected.

The emergence of a powerful commercial Wi-Fi, from the consolidation planning to the enterprise coverage, re estimates the number of people and Internet behavior, thus ensuring the stability of the Internet.

So the revolution that is inevitable will happen quietly under such circumstances.

To say what this revolution has brought, many exhibitors actually have experience. In addition to the most obvious Internet stability enhancement, they also bring changes in online payment, ticketing sales and attendance registration.

For example, through ticket APP to the exhibition service window, tickets, agenda introduction and interaction are completed.

Taking last year's "ChinaJoy" and the world Internet Conference as an example, relying on the commercial Wi-Fi of the koala network, viewers can easily realize online ticket buying and check-in functions even after connecting to the Internet.

Stabilizing the wireless network not only displays the exhibition brand on the mobile terminal, but also realizes the centralized monitoring of the flow of people from a certain time at the same time. It ensures the safety of the exhibition and provides data for future big data analysis.

At the same time, the CRM attribute of commercial Wi-Fi provides conference and exhibition marketing data sources for convention and exhibition, providing full process business support for exhibition activities.

In addition, the biggest change brought about by this change is the change of marketing mode. Commercial Wi-Fi's advertising attribute can well find the cost holder of wireless coverage. At the same time, with Alipay's service window and agenda display, many partners of the bear network are making profits by subverting the traditional exhibition wireless network.