Source: Zhongjing.com Exhibition & Convention
According to industry experts, what roles and significance did the three China International Services Trade Expos (CIS) highlight for Shanghai and the national exhibition industry? An interview with Mr. Chen Jianxin, Honorary Chairman of the International Exhibitions Association, Director of the National Exhibition Industry Standardization and Technology Committee, and Secretary of the Party Committee of the Shanghai Exhibition Industry Association, was conducted by reporters from Economic Daily-China Economic Net at the site of the third CIS.
Digitalization: Setting a new standard for online registration for professional trade shows.
Chen Jian explained that his first impression upon entering the third China International Import Expo was the intelligent and comprehensive preventative and security measures in place, which not only automatically verified credentials but also automatically checked nucleic acid validity within the venue. This enabled seamless, continuous, and traceable access for exhibitors and visitors. Due to the implementation of flow control measures for COVID-19 prevention, the Expo required visitors to pre-register and obtain entry passes, resulting in a better and safer experience.
"Since its inception, the exhibition has implemented online application and credential issuance for exhibitors and attendees, eliminating the need for on-site processing. Furthermore, the association continuously refines this process in each subsequent edition." – Chen Jianxin
Key Advantage: Attracts major international corporations.
Due to the ongoing COVID-19 pandemic, this year's China International Import Expo (CIIE) did not feature separate national pavilions. However, numerous governments have placed significant emphasis on promoting and attracting investment through their embassies, which have established industry pavilions within the expo. This has contributed to the development of the CIIE as a professional brand exhibition, supported by government backing and active participation from enterprises. Chen Jian, a leading expert, believes that since its inception, the CIIE has consistently been dominated by internationally renowned enterprises from various industries. This highlights the CIIE's role as a platform for these leading companies to showcase their brands and engage in collaborations, particularly in the context of the ongoing pandemic and the normalization of health protocols.
When discussing strategies for maximizing exhibition effectiveness, Chen Jian advanced suggests that exhibition companies can leverage the China International Fair for Trade in Services (CIFTIS) to: * Concentrate on meetings and collaborations with relevant provincial and municipal authorities. * Engage in networking and communication with peers in the exhibition industry. * Facilitate direct meetings and visits with major exhibitors present at the event. Furthermore, CIFTIS attracts numerous mainstream media outlets from both domestic and international sources, as well as influential "key opinion leaders" through new media channels. This extensive coverage and live broadcasting further enhance the visibility and impact of participating brands. Undoubtedly, CIFTIS is a premier exhibition platform that brings together a wide range of high-quality and specialized resources. Whether participating as an exhibitor or a professional attendee, the key is to strategically leverage this platform to maximize brand visibility and impact. This is a critical consideration for all those involved in the exhibition industry, including modern service sector businesses.
Professional Exhibitions: Differentiating Development of Innovation Services and Trade Fairs
In the context of ongoing pandemic management, can the CIIE's marketization process be further accelerated? Chen Jinxin stated that, while the CIIE's marketization process presents challenges, it encompasses a wide range of sectors, including services, technology, healthcare, consumer goods, automotive, food, and agricultural products. Despite its scale, maintaining high-quality professional audiences and achieving successful collaborations remains a priority. Achieving widespread appeal and influence across multiple industries is also a significant challenge. Consequently, some trade shows closely related to the CIIE's major exhibition areas are also facing increased competition. Given that resources for exhibitors are limited across all industries, and exhibitors possess strong self-marketing capabilities and diverse promotion channels, budget constraints may lead to strategic choices.
From an exhibition and convention industry perspective, the China International Services Trade Fair (CPITF) stage and resources are unique. From a business model perspective, CPITF is not primarily focused on profit generation, but rather on attracting a larger audience of professional attendees and exhibitors, thereby enhancing its professional focus and serving as a platform for China's opening up to the world.
Shanghai: All parties are working together to ensure comprehensive service provision.
Regarding Shanghai's support for the Canton Fair, Chen Jian stated that: First, there is strong government support. The Shanghai Municipal Party Committee and Government have designated the Canton Fair as a top priority, providing comprehensive logistical support. Second, Shanghai boasts state-of-the-art convention centers, such as the National Exhibition and Convention Center, which are increasingly mature and well-equipped. Having successfully hosted the Canton Fair for three consecutive years, organizers have developed a relatively mature operational model that continues to improve and refine. Third, Shanghai's significant international influence attracts a large number of foreign buyers and exhibitors. Finally, Shanghai's ability to leverage the Canton Fair's impact, such as tailored cross-border e-commerce policies and preferential import certification for specific food products, enabling the transformation of "exhibits" into "goods," is a key factor.