Industrial Upgrading To Promote The Exhibition 020 Under The New Mode Of Exhibition Industry To Improve What Needs To Be Done.

　　 Exhibition industry seeks O2O mode

As a mainstream professional marketing activity, Exhibition Once, the scenery was boundless. Nowadays, the network exhibition is rising, but the traditional exhibition still has enormous energy and vitality. In the future, online and offline integrated exhibition O2O mode will replace traditional exhibition and become the mainstream of the industry.

The impact of the Internet on traditional industries is all-around, and even traditional convention and exhibition industry has not been spared. The auto show, housing exhibition, industrial exhibition, electronics exhibition and fashion show began to be exhibited online. Which of the two exhibition modes is more popular? "There is a big difference between the pictures and the data on the Internet, especially the actual car touch." At a recent 2015 Shanghai motor show venue, an audience responded to reporters' questions.

Global resource popularity held in Hongkong in late April Clothes & Accessories At the exhibition of accessories, gifts and household goods, a buyer from Portugal said in an interview with reporters: "the company has a lot of purchases, and also wants to find a long-term supplier. We must participate in such a traditional exhibition and face to face with suppliers." "More and more things can be solved through the Internet, but there are always things that people need to talk to face to face." It is precisely this kind of determination that Ye Jing, President of the global resources fashion group, believes that the advantages of traditional exhibitions can not be replaced by the Internet. Traditional exhibitions should absorb the strengths of online exhibitions and work hard in the O2O business model of convention and exhibition.

　　 Meeting the needs of exhibitors

The transformation of traditional exhibition business mode is inseparable from Internet technology, but the fundamental motivation is the transformation of exhibitors' internal needs. For exhibitors, getting orders is no longer the sole purpose of participating in the exhibition. The need to release new products, promote new ideas and enhance brand awareness is becoming more and more intense. "Every year, we have participated in the exhibition of global resources in Hongkong for more than ten years. Not only to get orders, but also to maintain the relationship with the original buyers. There is also a look at the new design, new products and so on. " Cai Jinbiao, managing director of Hongda umbrella Industrial Co., Ltd., in an interview with reporters, said he would still participate in traditional convention and Exhibition frequently.

Cai Jinbiao's enterprises, such as ZARA and other European and American famous brand OEM umbrellas, "only produce high-end umbrellas, in recent years, the cost continues to rise, the company's profits are declining."

Jinshi Taihua cashmere dress Co., Ltd. from Inner Mongolia is also a pure processing enterprise without its own brand. In the booth of Kingston, all the scarves displayed are export samples.

"Our scarves are basically exported to overseas countries, of which the largest volume is exported to Japan." Ren Tao, general manager of the company, told reporters: "the requirements of Japanese companies are particularly high. Before each batch of products are released, the buyers will send the trademarks to us and paste them up. The number of trademarks is fully distributed according to the quantity of orders, not many.

Reporters wearing a Japanese brand of cotton and linen scarves for more than two years ago in Japan, the purchase price of about 320 yuan, and Jin Shitai after processing the factory price is lower than RMB 100 yuan. If the scarf is imported from Japan to Shanghai for sale, it will cost more than RMB 500 yuan.

When the cost is rising and the profit margins of enterprises are compressed, the brand value of enterprises is highlighted. "There is little room for enterprises to control costs to ensure the profits of enterprises. Only by creating their own brands and enhancing the added value of commodities is the solution." Ye Jing said.

Wu Peizhe, a deputy manager of international business of Shanghai Style Clothing Co., told reporters that under the pressure of increased cost, the boss moved the factory to a relatively cheap labor force in Southeast Asia. "The company is one of the largest suppliers of H&M, and its products are mainly exported, and domestic sales are relatively difficult. At present, Tmall has its own brand store to accelerate its transformation."

　　 Conform to policy and strategic planning

At present, the transformation of traditional exhibitions is also in line with national policies.

The State Council recently issued "further promotion". Exhibition industry Several opinions on reform and development (hereinafter referred to as "opinions") are the first time that the State Council has comprehensively and systematically put forward the strategic objectives and main tasks of the exhibition industry.

The opinion stressed that the key to promoting the reform and development of the exhibition industry is to adhere to the direction of specialization, internationalization, branding and information, foster and expand the market players, and accelerate the transformation and upgrading of the exhibition industry. By 2020, China has basically built an exhibition industry system with structural optimization, perfect functions, solid foundation, reasonable layout and balanced development.

Guo Mu, President of the Zhejiang International Conference and Exhibition Industry Association, said that the development of the exhibition industry has become a part of the national development strategy, which is of great significance to the whole exhibition industry. At the same time, it also releases a signal to the industry: there is a great chance to develop the exhibition economy.

"At present, local governments at all levels are actively promoting industrial upgrading and vigorously supporting innovative and creative industries. Strive to provide better content and services in the exhibition. Qu Naiguang, chief executive of global resources, said in an interview with reporters: "global resources has become a must for the buyers in the past 10 years. Global resources is also actively negotiating with some local governments and some innovative funds. In the future, it will provide more online and offline services combined with mobile Internet technology."

"For fashion accessories, clothing And other traditional exhibition such as fabrics, the future direction of development is no longer just a simple display of suppliers' products, but a new product Conference for manufacturers. According to Ye Ching, "one of the tasks of global resources is to contact some domestic and foreign fashion design institutes to provide young designers with a stage to display their works. Then integrate various resources, provide more elements for suppliers and purchasers, and also help suppliers create their own brands. "