Source: Sina Blog
Originally published in "China & International Exhibition," Issue 1, 2019, with minor modifications.
Development Pathways for the Exhibition and Convention Industry in the Context of the Yangtze River Delta Integration
To a certain extent, the administrative structure of the Yangtze River Delta region serves as the superstructure, while the region's exhibition and convention industry forms the economic foundation. Administrative management emphasizes vertical connectivity – without this, a stable and orderly state cannot be achieved. Economic activities, including those in the exhibition and convention industry, emphasize horizontal connectivity – without this, the efficient allocation of production factors cannot be ensured.
Therefore, when emphasizing economic integration within a defined administrative region, we must not overlook the overlapping and mutual influence between the two. The question of "How should we leverage the opportunities presented by the Yangtze River Delta integration for the exhibition industry" essentially refers to the formation of a comprehensive exhibition strategy for the entire region through administrative management, thereby accelerating the rational allocation of exhibition elements. In this context, administrative management is the means, and regional exhibition integration is the goal. Neglecting the means, assuming that integration alone will allow us to bypass the administrative structures of various cities within the Yangtze River Delta, will inevitably lead to failure. Conversely, emphasizing administrative management without innovative thinking and a focus on future goals will result in stagnation.
Based on the above abstract analysis, the following can be inferred:
I. The leaders of various cities in the Yangtze River Delta have actively promoted the development of the exhibition and convention industry through organizations such as exhibition management companies and trade promotion committees. Some have developed development plans, others have formulated strategies, and still others have introduced supportive policies. These measures generally reflect the priorities of local governments and primarily encourage local businesses.
Two. Several factors are driving the horizontal integration of the exhibition industry across the Yangtze River Delta region, or, there is an objective need for such integration.
1、Large or mega-scale international trade fairs, such as the World Expo and China International Services Trade Fair. These events require significant resources that individual cities or regions cannot adequately manage, necessitating collaboration with nearby trade and convention industry professionals.
2. The industrial development in the Yangtze River Delta region is becoming increasingly integrated. For example, the manufacturing industry in the Suzhou-Nantong region, the service industry in Shanghai, and the active Zhejiang businesses all have a significant impact on neighboring regions, and the activities of these related companies extend beyond their local areas.
3. Open to International Investment: International capital entering the Yangtze River Delta region will actively seek new markets and opportunities, rather than being limited to specific locations or cities.
4. From the perspective of the exhibition industry itself, when market demand exceeds production capacity, it leads to increased productivity, such as developing a large workforce and constructing new venues. Conversely, when production capacity exceeds market demand, it necessitates seeking new markets. The larger the geographical area, the more stable this equilibrium process becomes. Specifically, newly constructed venues must extend beyond the local area to attract a wider range of exhibition projects.
Three. Therefore, cities within the Yangtze River Delta region should enhance horizontal communication, reduce the direct influence of local exhibition and convention enterprises, and adopt a regional perspective for future planning. This involves three key steps:
1、Gradually develop a comprehensive exhibition and convention industry development strategy for the entire Yangtze River Delta region. For example, Shanghai aims to establish a "City of International Exhibitions," and Hangzhou has a similar goal. However, "A soldier who doesn't want to be a general is not a good soldier," so ideals and reality must align. Therefore, it is unlikely that the two neighboring cities can simultaneously become "Cities of International Exhibitions." Instead, broaden the scope and consider the possibility of several central cities in the Yangtze River Delta jointly constructing a "City of International Exhibitions."
2. Establish a mechanism for sharing information on exhibition resources within the Yangtze River Delta region, encompassing venue utilization, capabilities of exhibition and trade show construction companies, the current state of exhibition and trade show education, forums, and international exchange opportunities, among other aspects.
3. Gradually establish a unified standard for talent, enterprises, and projects within the Yangtze River Delta region, thereby solidifying the foundation for high-quality exhibition and convention activities. This includes, for example, collaborative training programs for exhibition management professionals, joint recognition of outstanding exhibition professionals, collaborative enterprise qualification certification, collaborative evaluation of exhibition brand projects, and joint issuance of blacklists for non-compliant enterprises.
Four. To effectively implement the aforementioned three "steps," it is crucial to emphasize the following two connections:
1. Municipal government exhibition and convention management agencies (e.g., exhibition offices, trade promotion bureaus) will strengthen communication with government departments, establish joint communication mechanisms, and rotate roles, meeting regularly to foster shared understanding and consensus. This collaborative approach, while not legally binding, aims to achieve common goals through open dialogue.
2. Closely monitor the progress of the Yangtze River Delta integration strategy at the national level, and identify industry connections between the exhibition and convention industry and other industries within the Yangtze River Delta.