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September Hong Kong Jewellery & Gem Fair 2011
Exhibitor Survey Report
9JG11 Exhibitor Survey Report 2
Total number of exhibitors 3,459 Total number of collected onsite survey 1,598 [AWE: 608, CEC: 990] Overall onsite survey response rate 46.2% Total number of online survey successfully sent out 3,459 Total number of collected online survey 252 [AWE: 104, CEC: 148] Overall online survey response rate 7.3% Total number of collected survey (onsite + online) 1850 Total response rate 53.5% [1850/3459]
Survey Summary
9JG11 Exhibitor Survey Report 3
If you are exhibiting in group/ themed pavilion, please tick:
1%1%1%1%1%
2%3%3%
3%
4%4%4%
8%11%
23%
0% 5% 10% 15% 20% 25%
Gemstones Pavilion
Packaging, Tools & Equipment
Diamonds Pavilion
Pearl Jewellery & Finished Jewellery Pavilion
Silver Jewellery
International Fine Jewellery
Pearls Pavilion
Asian Fine Jewellery
Jewellery Accessories
Designer Avenue
Fine Design Pavilion
Jadeite Gallery
Fine Gem Pavilion
Antique & Vintage Jewellery Pavilion
International Premier Pavilion
[No. of respondent: 666] (By themed pavilion)
9JG11 Exhibitor Survey Report 4
Nature of business(es) of exhibitors:
0%
1%
1%
1%
1%
1%
1%
3%
7%
11%
20%
45%
53%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Manufacturer/Supplier
Wholesaler
Exporter
Importer
Retailer
Jewellery Designer
Buying Agent
Gem Laboratory / Gemologist
Jewellery Trade Association
Gift Shop
Department / Chain Store
Mail Order House / E-Tailer
Private Jewellery Collector
Publication
[No. of respondent: 1,724]
Exhibitors tick more than one category.
9JG11 Exhibitor Survey Report 5
Are you a first-time participant in this exhibition?
2010
Repeated
90% [1,743]
First Time
10% [184]
2011
First Time, 9%
[162]
Repeated, 91%
[1,610]
[No. of respondent: 1,772]
9JG11 Exhibitor Survey Report 6
How did you learn about this exhibition?
67%62%
24%27%
21%28%
12%12%
8%9%
7%6%
5%5%
4%7%
0% 20% 40% 60% 80%
Regular exhibitor of 9JG
Advertisement
At other UBMA's jewellery
exhibition
Word of mouth
Direct Mail
Website
Electronic promotion
At other exhibition
20102011
[No. of respondent: 1,695]
9JG11 Exhibitor Survey Report 7
How did you learn about this exhibition? (Base: exhibitors who learnt the fair from advertisement)
75% [261]
77% [289]
44% [153]
30% [118]
21% [73]
8% [30]
0% 10% 20% 30% 40% 50% 60% 70% 80%
Trade publications
Mass media
Outdoor advertising
2010
2011
[No. of respondent: 350]
9JG11 Exhibitor Survey Report 8
How did you learn about this exhibition? (Base: exhibitors who learnt the fair at other UBM Asia’s Jewellery Exhibitions)
88% [297]
14% [48]
4% [15]
18% [59]
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
June Hong Kong Jewellery &Gem Fair
China International Gold,Jewellery & Gem Fair -
Shanghai
China International Gold,
Jewellery & Gem Fair -Shenzhen
Treasures‧Guangzhou
[No. of respondent: 337]
9JG11 Exhibitor Survey Report 9
What is your major product category? If your business involves in more than one category, please indicate.
2% [37]
4% [64]
5% [87]
7% [124]
8% [149]
9% [158]
17% [303]
17% [309]
19% [335]
27% [471]
36% [644]
0% 5% 10% 15% 20% 25% 30% 35% 40%
Jewellery Accessories (AWE)
Jewellery Accessories (CEC)
Packaging, Tools & Equipment
Jade & Jadeite Jewellery
Loose Pearls
Loose Diamond
Pearls & Gemstones Jewellery
Loose Gemstones
Silver Jewellery
Diamond Jewellery
Finished Jewellery
[No. of respondent: 1,773]
9JG11 Exhibitor Survey Report 10
Which are your current (geographical) markets? [No. of respondent: 1,784]
Apart from Asia, Western Europe is the second major markets for the exhibitors, followed by North America and Hong Kong.
0% 10% 20% 30% 40% 50% 60%
Asia (exclude China & HK)
Western Europe
Hong Kong
North America
Mainland China
Eastern Europe
Middle East
Central & South America
Others:
56%
50%
48%
44%
39%
34%
32%
27%
5%
57%
53%
45%
48%
32%
35%
30%
26%
5% 2010
2011
9JG11 Exhibitor Survey Report 11
Which are your new target (geographical) markets?
[No. of respondent: 1,685]
Obviously, China is the promising market which most exhibitors treat it as new target market. Asia and Western Europe are still important to most of the exhibitors. The result reveals the trends of our customer’s needs.
0% 10% 20% 30% 40% 50%
Mainland China
Asia (exclude China & HK)
Western Europe
Eastern Europe
Hong Kong
Middle East
Central & South America
North America
Others:
49%
42%
34%
33%
29%
28%
28%
27%
6%
45%
39%
37%
34%
28%
29%
28%
30%
5% 2010
2011
9JG11 Exhibitor Survey Report 12
To what extent do you think your objectives for exhibiting in this exhibition have been achieved?
2% 19% 27% 19% 34%
5% 38% 43% 12% 1%
7% 40% 30% 8% 14%
5% 33% 43% 16% 4%
10% 53% 26% 7% 5%
7% 52% 28% 8% 6%
6% 37% 28% 9%
0% 20% 40% 60% 80% 100%
Brand-building
Collect market information
Consolidate contacts with
buyers/ business partners
Explore new markets
Launch new products
Look for new buyers
Seek franchisers partners /agents
Fully achieved Fairly well achieved Not quite achieved Did not achieve at all Not applicable
20%
[No. of respondent: 1,763]
9JG11 Exhibitor Survey Report 13
To what extent do you think your objectives for exhibiting in this exhibition have been achieved? (comparison of 2010 & 2011: “Fully achieved” + “ Fairly well achieved”)
21%
18%
43%
46%
47%48%
38%38%
63%
61%
59%
56%
43%
43%
0% 10% 20% 30% 40% 50% 60%
Seek franchise partners/agents
Look for new buyers
Launch new products
Explore new markets
Consolidate contacts withbuyers/business partners
Collect market information
Brand-building
2010
2011
9JG11 Exhibitor Survey Report 14
To what extent do you think your objectives for exhibiting in this exhibition have been achieved? (comparison of AWE & CEC: “Fully achieved” + “ Fairly well achieved”)
19%
22%39%
46%
35%55%
34%
39%59%
64%
58%58%
40%
44%
0% 10% 20% 30% 40% 50% 60%
Seek franchisers partners / agents
Look for new buyers
Launch new products
Explore new markets
Consolidate contacts with buyers/
business partners
Collect market information
Brand-building
CEC
AWE
No. of respondent for this question in both venues: CEC: 1,246 AWE: 652
9JG11 Exhibitor Survey Report 15
In case you also exhibited at the September Hong Kong Jewellery & Gem Fair 2010, was the US$ amount of business conducted during the Fair or as a direct result of the Fair more or less than last year?
54% of respondents conducted same or more business during the fair; whereas 46% of respondents claimed that less amount of business were conducted in this year’s fair.
Between 0 - 20% more this
year 10% Over 20% more this year
10%
Around the same this year
as last year 34%
Between 0 - 20% less this
year 21%
Over 20% less this year
25%
9JG11 Exhibitor Survey Report 16
In case you also exhibited at the September Hong Kong Jewellery & Gem Fair 2010, was the US$ amount of business conducted during the Fair or as a direct result of the Fair more or less than last year?
10%
14%
10%
15%
34%
32%
21%
18%
25%
21%
0% 5% 10% 15% 20% 25% 30% 35%
Over 20% more this year
Between 0-20% more this year
Around the same this year as
last year
Between 0-20% less this year
Over 20% less this year
2010
2011
[No. of respondent: 1,410]
Compared with the result of last year, exhibitors collected around the same amount of business during the fair remained stable.
9JG11 Exhibitor Survey Report 17
In case you also exhibited at the September Hong Kong Jewellery & Gem Fair 2010, was the US$ amount of business conducted during the Fair or as a direct result of the Fair more or less than last year? (By Venue)
9%
11%
8%
12%
30%
36%
24%
19%
29%
22%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Over 20% more this year
Between 0-20% more this year
Around the same this year as
last year
Between 0-20% less this year
Over 20% less this year
CEC
AWE
The business results collected in CEC was better than that in AWE. It may due to the bullish growth in the price of raw materials.
9JG11 Exhibitor Survey Report 18
In case you also exhibited at the September Hong Kong Jewellery & Gem Fair 2010, was the US$ amount of business conducted during the Fair or as a direct result of the Fair more or less than last year? (By Product Category)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Finished Jewellery
Pearls & Gemstones Jewellery
Jade & Jadeite Jewellery
Diamond Jewellery
Silver Jewellery
Jewellery Accessories
Loose Diamond
Loose Pearls
Loose Gemstones
Packaging, Tools & Equipment
23%
21%
25%
20%
25%
26%
17%
14%
19%
16%
35%
39%
38%
36%
36%
32%
19%
23%
29%
55%
42%
40%
37%
44%
40%
42%
64%
63%
52%
29%
More Same Less
9JG11 Exhibitor Survey Report 19
The organiser allows selected high nett income consumers entrance to the exhibition. What do you think of this arrangement?
50%
50%
38%
37%
12%
13%
0% 10% 20% 30% 40% 50%
Agree
No opinion
Not agree
2010
2011
[No. of respondent: 1,736]
9JG11 Exhibitor Survey Report 20
The concept of product sectorisation over two venues was introduced in 2009. What is your opinion about this concept?
8%9%
30%29%
43%40%
11%
12%
7%
10%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Very Positive
Positive
Neutral
Negative
Very negative
2010
2011
[No. of respondent: 1,727]
9JG11 Exhibitor Survey Report 21
The concept of product sectorisation over two venues was introduced in 2009. What is your opinion about this concept?
9%
8%
29%
31%
40%
45%
13%
10%
10%
6%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Very Positive
Positive
Neutral
Negative
Very negative
CEC
AWE
No. of respondent for this question in both venues: CEC: 1,227 AWE: 641
9JG11 Exhibitor Survey Report 22
As part of this new concept the part of the exhibition in AWE (materials) starts two days before the part of the exhibition in HKCEC (finished jewellery). What would be your preferred order?
34%
30%
11%
14%
19%
24%
36%
32%
0% 5% 10% 15% 20% 25% 30% 35% 40%
No opinion
AWE & CEC starts at
the same time
CEC starts before
AWE
AWE starts before
CEC
2010
2011
[No. of respondent: 1,696]
Similar results were collected from 2009 and 2010 that the majority of respondents preferred AWE starts before CEC.
9JG11 Exhibitor Survey Report 23
24% [156]
41% [421]
11% [71]
11% [114]
14% [92]
22% [233]
52% [340]26% [271]
0% 10% 20% 30% 40% 50% 60%
No opinion
AWE & CEC starts at the
same time
CEC starts before AWE
AWE starts before CEC
CEC
AWE
As part of this new concept the part of the exhibition in AWE (materials) starts two days before the part of the exhibition in HKCEC (finished jewellery). What would be your preferred order?
No. of respondents for this question in both venues: CEC: 1,196 AWE: 599
9JG11 Exhibitor Survey Report 24
As part of this new concept the part of the exhibition in AWE (materials) starts two days before the part of the exhibition in HKCEC (finished jewellery). What would be your preferred order?
I) AWE starts before HKCEC
AWE
exhibitors,
56% [340]
CEC
exhibitor,
44% [271]
II) HKCEC starts before AWE
CEC
exhibitor,
72% [233]
AWE
exhibitors,
28% [92]
III) AWE and HKCEC starts at the same time
CEC
exhibitor,
62% [114]
AWE
exhibitors,
38% [71]
[No. of respondent: 611]
[No. of respondent: 185]
[No. of respondent: 325]
IV) No opinion
CEC
exhibitor,
73% [421]
AWE
exhibitors,
27% [156]
[No. of respondent: 577]
9JG11 Exhibitor Survey Report 25
To what extent are you satisfied with the exhibition on the following?
7% 57% 4% 32%
12% 70% 3% 15%
9% 72% 4% 15%
10% 73% 3% 13%
11% 69% 4% 17%
14% 72% 3% 12%
13% 72% 2% 12%
6% 58% 5% 31%
5% 43% 10% 43%
0% 20% 40% 60% 80% 100%
Visitor traffic
Visitor quality
Service of our staff pre-show
Service of our staff onsite
Official stand contractor(s)
Official forwarding agent(s)
Move-in and move-out arrangement
Facilities and services of the exhibition centre
Business opportunities
Extremely satisfied Quite satisfied Not quite satisfied Not satisfied at all
[No. of respondent: 1,753]
9JG11 Exhibitor Survey Report 26
To what extent are you satisfied with the exhibition on the following? (comparison of 2010 & 2011: “Extremely satisfied” + “Quite satisfied”)
48%44%
64%58%
85%85%
86%86%
80%76%
83%
85%81%
82%82%
80%64%
62%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Visitor traffic
Visitor quality
Service of our staff pre-show
Service of our staff onsite
Official stand contractor(s)
Official forwarding agent(s)
Move-in and move-out arrangement
Facilities and services of the exhibition centre
Business opportunities
20102011
9JG11 Exhibitor Survey Report 27
13) Please give an overall rating for your participation in this exhibition (10 = Excellent; 1 = Very poor)
16%
23%
6%
1%
19%
2% 5%
22%
4%2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
10
(excellent)
98765432 1
(very poor)
2011
2010
2011 average rating: 6.16
2010 average rating: 6
[No. of respondent: 1,716]
Average rating +0.16
9JG11 Exhibitor Survey Report 28
How useful are the following free marketing materials / channels provided by the organiser in promoting your
presence at the exhibition?
12% 57% 26% 5%
16% 61% 19% 4%
12% 57% 25% 7%
14% 55% 24% 7%
0% 20% 40% 60% 80% 100%
Special invitation to your VIPbuyers on your behalf
Printed invitation
Listing of your company on
the website of this exhibition
e-Invitation
Extremely satisfied Quite satisfied Not quite useful Not useful at all
[No. of respondent: 1,667]
9JG11 Exhibitor Survey Report 29
How useful are the following free marketing materials / channels provided by the organiser in promoting your presence at the exhibition? (comparison of 2010 & 2011: “Extremely useful” + “Quite useful”)
69%
71%
69%
68%
77%
75%
69%
69%
62% 64% 66% 68% 70% 72% 74% 76% 78%
Special invitation to your
VIP buyers on your behalf
Printed invitation
Listing of your company
on the website of this
exhibition
e-Invitation
2010
2011
Same as 2010, most of the respondents found it more useful to list their company on the website of this exhibition. Other three channels showed more or less the same importance to exhibitors, which only +/- 1 or 2 % was recorded.
9JG11 Exhibitor Survey Report 30
If you promote your presence at this exhibition with your own resources via any of the following channels, please indicate how useful they are.
10% 42% 25% 4% 19%
9% 40% 26% 4% 21%
15% 50% 20% 3% 12%
9% 48% 26% 5% 12%
15% 61% 17% 2% 5%
0% 20% 40% 60% 80% 100%
Run advertisements prior to
the exhibition
On-site Advertising
Invite buyers with phone
calls
Invite buyers by mail
Invite buyers by emails
Extremely effective Quite effective Not quite effective Not effective at all Not applicable
[No. of respondent: 1,651]
9JG11 Exhibitor Survey Report 31
If you promote your presence at this exhibition with your own resources via any of the following channels, please indicate how useful they are. (comparison of 2010 & 2011: “Extremely effective” + “Quite effective”)
52%
52%
49%
48%
65%
64%
57%
54%
76%
75%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Run advertisements
prior to the exhibition
On-site Advertising
Invite buyers with
phone calls
Invite buyers by mail
Invite buyers by
emails
2010
2011
9JG11 Exhibitor Survey Report 32
How often do you make use of the following marketing
channels to promote your business?
9% 29% 44% 18%
14% 33% 37% 16%
16% 38% 30% 16%
32% 48% 16% 4%
0% 20% 40% 60% 80% 100%
Trade exhibitions
Sales representatives/agents
Professional websites
Professional print publications
All the time Most of the time Seldom Not at all
[No. of respondent: 1,633]
9JG11 Exhibitor Survey Report 33
How often do you make use of the following marketing channels to promote your business? (comparison of 2009 & 2010: “All the time” + “Most of the time”)
80%
82%
54%
53%
47%
50%
38%
40%
0% 20% 40% 60% 80% 100%
Trade exhibitions
Sales
representatives/agents
Professional websites
Professional print
publications
2010
2011
Same in 2009 and 2010, trade exhibitions remained the major marketing channels for the exhibitors to promote their business.
9JG11 Exhibitor Survey Report 34
What are your plans for participating in this exhibition next year?
92%
90%
8%
9%
0%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Will participate
May participate
Will not participate
2010
2011
[No. of respondent: 1,668]
Almost all the respondents will participate in 9JG2011.
9JG11 Exhibitor Survey Report 35
What are your plans for participating in this exhibition next year? (Base on those who will participate next year)
78%
70%
19%
27%
3%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80%
A booth same size as
this year
A larger booth
A smaller booth
2010
2011
[No. of respondent: 1,388]