Since 2015, the Shanghai Convention and Exhibition Industries Association has independently undertaken industry professional level certification work. On August 26, 2017, the Shanghai Exhibition Management Professional Technical Level Certification, Advanced, Training Program officially began. The program ran over three weekends, with two days each weekend and 16 instructors teaching over six days.

The instructors on September 2 were Lu Yi, director of the Exhibition Industry Division of the Shanghai Municipal Commission of Commerce; Hua Jian, director of the Cultural Industry Research Center of the Shanghai Academy of Social Sciences; and Sang Jingmin, president of China Beauty Expo.

Lu Yi lectured on Government Responsibilities in the Exhibition Market and covered three aspects. First, he discussed streamlining administration, delegating powers, combining regulation with service and optimizing services, focusing on the four commitments and four priorities: delegating powers and transforming functions to stimulate market vitality, establishing systems and clarifying relationships to regulate industry order, implementing brand strategies and protecting rights to improve quality, and breaking bottlenecks and strengthening functions to optimize the development pattern. Second, he explained the basic principles, development direction and development goals of Shanghai's exhibition industry, and analyzed the four major challenges currently facing the industry and the countermeasures. Third, he proposed the necessity and urgency of exhibition industry legislation and explained the progress of Shanghai's exhibition legislation, the draft content and the main provisions of the exhibition industry management measures.

Hua Jian lectured on New Trends in Exhibitions and covered two aspects. First, he analyzed new opportunities for the exhibition industry from four perspectives, including new exhibition demand, the rise of urban industries and consumption upgrading driven by the new era, and summarized the new opportunities brought by industrial transformation and consumption upgrading. Second, he discussed new countermeasures for the exhibition industry, proposing that channels and monetization, derivatives and traffic, and content and display form a golden triangle model for promoting the exhibition industry under the new situation. He used a city promotional video from Nagoya, Japan to explain the key points of the model. Finally, he summarized four measures such as grasping new growth points, targeting emerging opportunities, integrating new scientific and technological achievements and developing derivative product chains, explaining how to seize opportunities and take effective measures.

Sang Jingmin lectured on Strategic Thinking Based on Customer Demand and covered two aspects. First, he explained what strategy is from the perspectives of its basic attributes, content and characteristics. Second, he discussed how exhibition enterprises should carry out strategic planning, pointing out the four questions that enterprise strategic planning must answer. Starting from analysis, he revealed the core idea of being customer-centered, proposed five areas of reflection based on customer centricity, and finally pointed out that the innovation principle is the most effective embodiment of contingency management theory.

During the Shanghai Exhibition Management Professional Technical Level Certification, Advanced, Training Program, the association will publish related reports every Wednesday and Friday on its official WeChat account. Please stay tuned.