Embed Size (px)
DESCRIPTION
Exhibitor Show presentation about the Chinese exhibition industry.
Citation preview
The Dragon Has Arrived
China and Expositions
Presented by
Chris KappesRalph Miller
Hua XuDanielle Xu
1
What’s all the noise about China?
With a population of 1.3B and expanding middle class, the Chinese market offers one of the richest opportunities for business development and market expansion. Trade shows are growing exponentially in this geo to support the growth.
This session will dive into:
The latest news from China from the front-lineMarketing in China…it different and whyTradeshows in China….key shows and venuesTradeshows in China…what works and what doesn’tExpectations of an exhibition in China from an American exhibitor’s viewManaging a China project from the US…how?Challenges and opportunities?Case studies
Put your toe in the water and start your own ripple within your company about exhibiting in China.
2
Bios: Ms. Xu Hua: Vice Secretary General of Shanghai Convention & Exhibition Association
Mr. Ralph Miller: Producer
Ms. Danielle Xu: Senior Account Executive, 3D Exhibits
Chris Kappes: SVP: Strategic Alliances, 3D
3
The Year of Dragon Ended Successfully!
Now The Year of Snake Brings Prosperity and Peace.
Calm on the Surface, It is Intense
and Passionate. 4
China overview: Chinese economy is developing rapidly. With the big population and
expanding middle class, the Chinese market attracts attention all over the world. “Made in
China” is expanding as more and more Chinese companies want and need to build their brand
names and recognition globally. China must set up bridges that connect this ancient country
towards the new world.
5
1. China overview …………….……………………………………………..……........Page# 4
2. Marketing in China………………………………………………………..
………….Page# 9
3. Tradeshows in China ………………………………….……………………….
…...Page# 14
4. Tradeshows in China – it is different and difficult ……….………….…..
….....Page# 23
5. Managing your expectations ………………………………………………...
…….Page# 32
6. Managing a China project from the US ………………………...
………………..Page# 32
7. What they don’t tell you about exhibiting in China …………………….….
…..Page# 32
8. Exhibiting in China has it’s challenges and opportunities
………………......Page# 38
6
The Dragon Has Arrived
1. China Overview
7
Why China?
Population ： 1,347,350,000
A Big Country with 9.60 Million Sq. KM
8
China, A Country with the Biggest Population
in the World
The power of Chinese Economy = Everything x 1.3 Billion
9
GDP from the Year of 2000 to the Year of 20117.3
0 M
illion
US
D
10
A Country Successfully Hosted the Olympic
Games
A Country Wonderfully Presented the World EXPO.
A Country Becomes One of the World’s Top
Luxury Markets in 2011.
11
An Estimated 18,000 Billionaires are there in China!
A Super Rich Class of around 880,000 Millionaires is Rising!
A Middle Class of 200 Million People Who Have High Purchasing Power and are Willing to Spend MONEY!12
China Has Already Become the World’s No.1 Luxury Market in
2012.
34%29%
25% 27%
15% 14% 15% 18%
9% 12%
Others
The Year of 2012
The Year of 2011
13
SHANGHAI
BEIJING
HANGZHOU
CHENGDU
DALIAN
QINGDAO
FUZHOU
CHONGQING
ZHEGNZHOU
SHENZHEGN
Luxurious Products Purchasing
The Top 10 Chinese Cities
14
China Has Built up a Big Stage that Welcomes
People All Over the World.
China Needs Bridges that can Connect this
Ancient Country to the World.
15
What is the Attraction?
16
Hear the Noise about China:
* Broad-Based Opportunity* Competition SWOT* Differentiation vs. Local and International Competition* 5000+ Year-Old Culture* Highly Mobile Mass Population* Growing Elite Class: Super – Upper - Topper
17
2. Marketing in China: Learn about how successful
companies market in China and what not to do in this diverse culture.
18
You Need not to Sell China!
By Helping China sell Itself, You will be Virtually Assured Grand Profits and
Success.
Bucking the Trend is Successful for Only a Fortunate Few.
The Choice is Yours.
19
Marketing in ChinaBecome a part of the Market and Culture.
Marketing from Within.20
Marketing in China:Yangtze River Delta Economic Zone: Shanghai, Nanjing, Suzhou, Wuxi, Hangzhou and Ningbo
North China Sea Economic Development Zone:Beijing, Tianjin, Hebei, Shan Dong, and Liao Ning
Zhujiang River Delta Economic Development Zone:Guangdong, Fujian, Jiangxi, Hunan, Sichuan, and Hainan.
China’s Special Economic Development Zone:Hong Kong and Macau
21
Beijing– Capital of China
The Only Chinese City that is Ranked as One of the
Top 10 International Convention Cities in the World.
22
Shanghai – No. 1 City in China
Sister City of San Francisco, Chicago, Winston Salem, and Montreal of North America.
Population: 23 Million
Total Space: 6340 Sq. KM
23
GuangzhouPopulation: 12.7 Million
Total Space 7434 Sq. KM
This is the City that Hosts China Import and Export Fair, the Biggest Trade
Fair in the World.
24
Hong Kong Special Administrative Region
25
Gu
an
gzh
ou
Sh
an
gh
ai
Be
ijing
Be
ijing
Gu
an
gzh
ou
Sh
an
gh
ai
Gu
an
gzh
ou
Sh
an
gh
ai
Million
700
20M
Venue SpaceExhibition Numbers Space Over 100,000 Sq.M Exhibition Numbers
486
674
20
13
0.98
0.410.46B
eijin
g
14
370
Sh
an
gh
ai
Million
Gross Exhibition Space
9.53
Be
ijing
8.37G
ua
ng
zho
u
7.35
Three Major Cities Comparison in 2011
26
3. Tradeshows in China
27
28
Tradeshows in China:
• Every year, China hosts more than 50 first-class shows and exhibitions. Hear about
the major shows, key venues an examples of major exhibitors. Learn about Key
cities and key venues: Shanghai, Beijing, Guangzhou, Hong Kong.
• Understand the profile of top shows in various industries and attendance.
• Learn how to work with the government
Direct Revenue From the Convention and Exhibition Industry
in Shanghai:
2.4 Billion USD
29
Exhibit Benefits Other
Industries:
Transportation, Tourism,
Hotel, Restaurant, Retail,
Insurance, Advertising and
Designing, etc.
30
EXPO & Convention Centers in China
Total EXPO & Convention Centers Numbers: More than 300
Exhibition Space Area: 50.5 Million Sq. M
Average Yearly Occupancy Rate: 15%
The Growth Rate of Exhibit Space from 2001 to 2011 is 10 Times.
31
Total Space: 530,000 Sq. M.
Beijing National Convention Center
BEIJING
32
China International Exhibition Center
National Agriculture Exhibition Hall
33
Guangzhou International Convention and
Exhibition Center
Total Space: 500,000 Sq. M.
Venue for China Import and Export Fair
GUANGZHOU
34
Harbin International Convention and
Sports Center
Total Space: 360,000 Sq. M
HARBIN
35
Chongqing International EXPO Center
Total Space: 200,000 Sq. M
CHONGQING
36
Zhengzhou International Convention and Exhibition Center
Total Space: 210,000 Sq. M
ZHENGZHOU
37
Zhejiang International Trade EXPO Center
Total Space: 100,000 Sq. M
ZHEJIANG
38
SHANGHAI
Shanghai New
International EXPO Center
Total Space: 200,000 Sq. M
39
Occupancy Rate at SNIECOccupancy Rate at SNIEC
40
Growth of Exhibit Space at SNIECGrowth of Exhibit Space at SNIEC
0.881 1.015
1.93
2.383
2.841
3.195
3.8633.599
3.93
4.78
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Sold Space (million sqm)
41
Shanghai World EXPO Convention and Exhibition Center
Total Space: 100,000 Sq. M42
Shanghai Pudong EXPO
Total Space: 145,000 Sq. M
43
INTEX Shanghai
Shanghai Exhibition Center
Shanghai International Convention
Center
Shanghai Everbright Convention &
Exhibition Center
44
CHINA EXPO COMPLEX (CEC)
CEC will have total indoor space of 400,000 Sq.M.
In 2015, Shanghai will have a total of 800,000 Sq. M Exhibition Area.45
4. Tradeshows in China – it is different and difficult
46
Government Supports.
Policy Protects the Industry.
上海市展览业管理办法上海市人民政府令第 47号令
上海市展览业管理办法上海市人民政府令第 47 号令第一章 总则 第一条 （目的依据） 为了规范展览经营行为，完善展览业发展环境，增强城市综合服务功能，根据国
家有关法律、法规，结合本市实际，制定本办法。 第二条 （定义） 本办法所称展览，是指举办单位（包括主办单位和承办单位）以招展方式在固
定的场馆及预定时期内举办，通过物品、技术或者服务的展示，进行信息交流，促进科技、贸易发展的商业性活动。
本办法所称主办单位，是指负责制定展览的实施方案和计划，对招展办展活动进行统筹、组织和安排，并对招展办展活动承担主要责任的单位。
本办法所称承办单位，是指根据与主办单位的协议，负责布展、展品运输、安全保卫以及其他具体展览事项的单位。
第三条 （适用范围） 本市行政区域内有关展览的经营行为以及相关管理活动，适用本办法。 非营利性的展示活动以及以现场销售为主的展销活动，不适用本办法。 第四条 （原则） 本市对展览业的发展与规范，实行遵循市场规则、倡导有序竞争、鼓励行业自
律、进行适度监管、依法维护展览活动各方合法权益的原则。 第五条 （管理部门） 上海市对外经济贸易委员会（以下简称市外经贸委）负责对本市展览业的规范
与发展进行统筹规划与协调。 经济、工商、科技、教育、公安、旅游、知识产权等有关行政管理部门按照各
自职责，做好展览业相关管理工作。 第六条 （行业组织） 展览行业组织应当在制定行业服务规范、建立展览评估体系、组织展览数据统
计、发布展览资讯信息以及引导会员规范经营等方面，发挥积极作用。 各类专业性行业组织应当在利用专业信息资源，组织、举办专业性展览的活动
中，发挥自律作用。 第二章 招展与办展 第七条 （主办单位的明确） 按规定应当由市外经贸委、市科学技术委员会（以下简称市科委）或者市教育
委员会（以下简称市教委）等有关行政管理部门审查的国际性展览项目（以下简称国际展览），申请办理项目审查手续的单位为主办单位；无需申请办理项目审查手续的展览，发布招展信息的单位为主办单位。
第八条 （举办国际展览的要求） 未经市外经贸委、市科委或者市教委等有关行政管理部门审查，不得擅自举办
国际展览。
47
The Fastest Developing Industries in China
FoodBanking
MedicationHeavy Machinery
Constructions and Building MaterialsAutomotive
TourismEnvironmental Protection
Communications & ITEducation
48
Famous Exhibits and Tradeshows in China
Auto ChinaBauma China
China International Furniture ExpoCanton Fair (China Import & Export Fair)
China ASEAN ExpoChina International Industry FairChina International Bicycle Show
HotelexChina International Beauty EXPO
China Textile Show 49
Auto Beijing and Auto Shanghai
2011230000 715000 1748
Total Space (Sq. M) Visitors Exhibitors
50
A Global Market with Local Sophistication
51
China International Industry Fair
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Space Area 62,500 62,500 80,500 80,500 103,500
103,500
126,500
126,500
103,500
150,000
Exhibitors 1,406 1,131 1,286 1,306 1,968 1,775 1,816 1,869 1,653 1,869
Visitors 26.01 22.22 24.25 20.2 10.6 10.3 11.6 11.8 11.68 11.79
52
China International Bicycle Show
—Kingdom of Bicycle in 1960s & 1970s
53
YearSpace Area (Sq.M)
Exhibitors
Visitors
2002 35000 678 96000
2003 46000 924 101890
2004 65000 903 120000
2005 80000 966 105922
2006 85000 738 100594
2007 90000 1243 100505
2008 100000 1238 77541
2009 100000 981 71484
2010 100000 1117 102022
2011 110000 1193 12050554
China International Furniture EXPO
Year Space Area (Sq.M) Visitors Exhibitors
2011 243,748 74,564 2147
2010 183,092 55,985 1884
2009 181644 48,915 1709
2008 176,175 48,915 1770
2007 169,369 54,220 1783
2006 144,342 47,630 1488
2005 106,306 46,608 1421
2004 84,300 42,501 962
55
Bauma China
2002 2004 2006 2008 2010
Space Area 41,000 102,000 150,000
210,000 230,000
Exhibitors 458 738 1,088 1,608 1,858
Visitors 32,068 47,387 80,686 112,59
0 150,000
56
A World of Cranes!57
East China Fair
Year Space Area
Exhibitors
Visitors
2002 57500 2300 136460
2003 57500 2400 157490
2004 80000 3081 189150
2005 80500 3300 205580
2006 103500 3570 236600
2007 103500 3560 185570
2008 103500 3592 192630
2009 103500 3353 182290
2010 103500 3376 190290
2011 103500 3326 20105058
An Import and Export Fair in the East China Area to Compete with the Canton Fair
59
China Beauty EXPO
YearSpace Area
(Sq. M)
Exhibitors
Professional
Visitors
2003 32000 780 102000
2004 32000 750 113500
2005 45000 867 150700
2006 50000 952 188745
2007 60000 1023 195700
2008 66000 1200 199800
2009 72000 1236 197500
2010 76000 1257 201600
2011 100000 1398 215200
60
SIAL CHINA
Year
Space Area
Exhibitors
Professional
Visitors
2011
600001520 33265
2012
70000 1800 40000
61
China International Printing Tech & Equipment EXPO
Space Area
(Sq.M)Exhibitors Visitors
2011 150000 1695 125277
2010 130000 1468 114291
2009 95000 1309 95775
2008 100000 1408 102800
2007 80000 1024 84726
2006 60000 857 72502
2005 50000 720 51429
2004 46000 659 44371
2003 45000 642 40038
2002 40000 621 31794
62
5. Managing your expectations
6. Managing a project from the US.
7. What they don’t tell you about exhibiting in China
63
• Managing your expectations:
what should you anticipate the results will be when exhibiting in China.:
Hope vs. reality.
• Managing a China project from the US:
What is the process and is it effective? What are the options and cost
impact.
64
How to Attend a Show in China?
- Require lots of Oversight
- Mostly Communications & Lack of Common Standards
- Develop a Local Presence
- Balance people, Time and Money for Optimum Results
- 10 Meter Rule
65
How to Host a Show in China?
Collect Material for Applications
Submit Documents to Government
Check and Review
Approved Rejected
20 Working Days
Materials ReturnedMake Registration
Check out Result （ www.maofa.sh.cn ） Make Correction and Re-Submit
66
You Must Trust Your Chinese Partners.
China can be a low-cost leader, but if you want a quality product, you should realize your are operating in a global market with global
opportunities and global pricing.
67
How to Tell Your Story?
Design
Attract Their Eyes
Open Their Hearts 68
Fabrications
Feet or Meters?
Do We Have the Same Understanding?
Manage Your Expectation!
Let’s Make it Happen!
69
We are Close to the Show!
Move-In & Installations
Workers – No Union!
Venues Have So Many Different Rules.
70
Show Starts!
It is the Time!
• Always Bi-Lingual
• Business Cards
• Use Title to Greet Clients
• Dress Codes
• VIP Treatment
71
Marketing Strategy
• Pre-Show
• During the Show
• After Show
Remember that You are on the Other Side of the Pacific Ocean!
72
People, Time & Money:
Schedule, Schedule and Schedule
Yes May not Mean “Yes”.
Quality and Cost can be Dramatically Different.
What Seems Impossible can be 100% Possible!
73
Work with the Government
• Government Issue Supportive Policies
• Government Publish Directory Standards
• Government Make Recommendations and Promotions
74
8. Exhibiting in China has it’s challenges and opportunities: case studies that profile different approach and outcomes from exhibiting in China.
75
Case Studies: Coca Cola Pavilion at the Olympics
76
Case Studies:
Religious Tour Show
77
Case Studies:Auto Shows in China
78
Challenges and Opportunities.
Hear About the Culture Before Diving in.
79
Think About These Gifts!Watch
Flower
Hat
Book
Perfume
Fruit
80
Learn Some Chinese:
Ni Hao 你好
Huan Ying 欢迎
Hao De 好的
Zai Jian 再见
Tai Bang Le 太棒了
81
谢谢！
Thank you!
82
