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Wen/Si Tao
On April 17, the Foshan Ceramics Expo officially announced that the first phase of the 2020 Online Foshan Ceramics Expo will close on April 18, and the second phase will be launched simultaneously from April 19th to August. On the 8th, it also stated that it will continue to iteratively upgrade the business functions, user experience, supporting activities, etc. of the online exhibition based on the actual needs of exhibitors and global buyers.
When the news first came out, some people in the industry jokingly called it "addiction to online gaming." However, after careful consideration based on the current situation, the author believes that online exhibitions will be the industry trend in 2020 and even in the future.
01
The Ministry of Commerce sends a positive signal to support online exhibitions
As the COVID-19 epidemic continues to rage, the convention and exhibition industry has pressed the "pause button" for nearly three months. Relevant data shows that as of April 9, 2020, 500+ exhibitions around the world have been postponed, 30+ exhibitions have been canceled, and 300+ exhibitions have been rescheduled. The day before, the Joint Prevention and Control Mechanism of the State Council issued the "Notice on Further Improving the Prevention and Control of the New Coronavirus Pneumonia Epidemic in Key Places, Key Units and Key Populations", clearly recommending that "< strong>Large-scale gathering sports activities such as marathon long-distance running, gathering religious activities, various exhibitions and conferences, etc. will not be carried out for the time being." On April 17, the Ministry of Commerce announced that the 127th China Import and Export Fair (Canton Fair) will be held online from June 15 to 24 for a period of 10 days.
This means that it is basically impossible to hold offline exhibitions before July.
However, for the exhibition economy that has pressed the "pause button", the Canton Fair, known as the "barometer" and "wind vane" of China's foreign trade, was announced to be held online, releasing a signal of positive change. As expected, the Ministry of Commerce immediately issued a formal document to actively support companies in organizing and participating in online exhibitions.
On April 13, the Ministry of Commerce issued the "Notice on Innovating Exhibition Service Models and Cultivating New Momentum for the Development of the Exhibition Industry." The notice pointed out thatit is necessary to accelerate the transformation, upgrading and innovative development of the exhibition industry, and cultivate leading online exhibition companies and brand exhibitions. Support the development of cross-city and cross-regional exhibition cooperation, strive to cultivate a group of leading online exhibition companies with advanced exhibition concepts, operational standards, and significant model innovation results, and support the creation of online brand exhibitions with strong market competitiveness and great driving effects. Effectively play the role of demonstration, leadership and radiation.
02
Traditional exhibitions accelerate digital transformation
Based on my country’s heavy investment in “new infrastructure”, digital transformation will be an important way to iteratively upgrade the industry, and the exhibition industry is no exception. Against the special background of the epidemic sweeping the world, my country has risen to the challenge and is determined to innovate exhibition models to stabilize the foreign trade economy. For the first time, it proposed to hold the Canton Fair entirely online, accelerating the pace of digital transformation in the exhibition industry.
It is understood that this online Canton Fair will mainly include three parts: an online display and docking platform, a cross-border e-commerce zone, and live broadcast marketing services. It will focus on B2B and take into account some B2C platforms to create an all-weather online foreign trade platform. The Ministry of Commerce will promote all 25,000 Canton Fair exhibitors toOnline display, integrating display docking, negotiation and transaction through three interactive sections. It is conceivable that this will be a breakthrough exhibition that subverts tradition and affects both China and foreign countries.
Recently, after the Ministry of Commerce issued a signal to actively create a new online exhibition platform, the exhibition industry has turned "crisis" into "opportunity", and online exhibitions have been held one after another , the exhibition economy slowly restarted.
On April 17, the 2020 Zhejiang Export Online Trade Fair (Italian Station-Epidemic Prevention Special) was launched at the Zhejiang Provincial Department of Commerce, with more than 180 Chinese and Italian companies participating; on April 19, the 22nd China (Jinjiang) The International Shoe Industry (Online) Expo and the Fifth China (Jinjiang) International Sports Industry (Online) Expo opened; on April 20, the 2020 Zhejiang Famous Health Industry Online Exhibition opened; on April 21, 2020 China (Guangxi) - The Vietnam Commodities Online Trade Fair held a launching ceremony. From the 21st to the 23rd, enterprises from China and Vietnam held exhibitions and trade negotiations...
In terms of digital transformation of exhibitions, the home building materials industry has taken the lead in seizing development opportunities. As early as March 10, the Foshan Ceramics Expo Organizing Committee announced that the 2020Online Foshan Ceramics Expo span>. As soon as the news came out, public opinion was in an uproar, and many people in the industry poured cold water on it, calling it a "formality" and "a sense of presence." But looking back today, Foshan Ceramics Expo made a wise decision.
On April 18, the 2020 Online Foshan Ceramics Expo (Phase I) came to an end. As of 12:00 on April 18, the total number of visits to the 2020 Online Foshan Ceramics Expo reached 6 million+, including 5.9 million+ domestic visits and 100,000+ international visits. Visitors came from 108 countries/regions around the world. , a total of 294 companies participated in the exhibition. Let’s not talk about its effectiveness for the time being, but in the absence of successful cases of online exhibitions to learn from, Foshan Ceramics Expo took the initiative to break through tradition, explore new models, and innovate exhibition services, which is very worthy of recognition.
In addition to the Foshan Ceramics Expo, China (Jinjiang) International Home Decoration and Building Materials Expo (referred to as "Jinjiang Home Expo") also adopts The exhibition has been restarted using an online exhibition model. On April 1, the online exhibition press conference of Jinjiang Home Expo was held. Relying on cloud technology, Jinjiang Home Expo has customized an online exhibition mini program focusing on the building materials industry market, enabling business docking, tax policy guidance, etc., named "Jinjiang Home Expo", which is in line with the offline event that was postponed due to the epidemic. The physical exhibition realizes the integration and connection of online and offline. It is understood that in more than half a month, the number of visits to the Jinjiang Home Fair online exhibition platform has exceeded 200,000, and the number of registered buyers has reached 2,247. Currently, 553 buyers have connected with 156 exhibitors, and the results have been confirmed Connected with 96 exhibiting companies.
03
How do companies respond to the new situation of online exhibitions?
Digital transformation has become an inevitable trend in the exhibition industry. In the future, online and offline integration of exhibitions will become the norm. So, how should companies that are still very unfamiliar with online exhibitions deal with the new situation in the exhibition industry in the future?
First of all, we need to change our thinking. "Online exhibition" is not "online display".
The demand for offline economic and trade exhibitions comes from the face-to-face communication that people need in commodity trade. This kind of communication is not only a scenario for observing the display of goods, but also an occasion for both supply and demand parties to directly communicate and exchange trade information to understand each other. A successful online exhibition is not just about listing the exhibits and asking questions online, but also restoring the unique "meeting" of offline exhibitions.Scenes, thus forming a true “online exhibition”. After understanding this, you will find that what online exhibitions require us to do is actually "cross-border".
Secondly, you must have a basic understanding of online exhibitions.
In fact, online exhibitions are nothing new. After entering the Internet era, there are many people who have tried it. However, judging from the results, there have been no successful cases of online exhibitions that can be generalized. Although some experts say that "online exhibitions" have lasted for 20 years, it may be more appropriate to call it "online exhibitions".
Online exhibitions are a brand new business model, and our understanding of it is still very shallow. Therefore, we should view its development with caution. "China Convention and Exhibition" magazine conducted a discussion on "online exhibitions and conferences" and emphasized five points:Don't compare "online exhibitions" and "online exhibitions" Treat them as equals; don’t try to use “online exhibitions” to replace “offline exhibitions”; don’t try to use “offline exhibitions” standards to measure “online exhibitions”; don’t have too many expectations for “online exhibitions” in the near future; don’t Make too absolute remarks about "online exhibitions".
Finally, improve your knowledge and skills in live broadcast marketing.
Let’s take this Canton Fair as a model for future online exhibitions. The most unfamiliar information we can identify at present is the demand for live broadcasts. “Salespersons transforming into anchors” is both a joke and a reality. The live broadcast of online exhibitions does not mean that you have to face each other like Li Jiaqi and Wei YaWhen buyers carry goods live, they face more B-side buyers. What B-side buyers need is more professional content output and clearer presentation of highlights of products and brands. How to show your professionalism and highlight the highlights of your product and brand during a short live broadcast? This is the key.
In addition, exhibitors (enterprises) also need to establish a complete exhibit information database (such as product text information, pictures, videos), purchase professional hardware equipment (such as live broadcast camera lenses), and fully understand various online docking negotiation service techniques, etc. wait. In short, everything you can imagine can be done in an online exhibition. This year's Canton Fair is a test of the waters and a starting point. The development of online exhibitions is worth looking forward to.
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