According to the statistics of the relevant departments of the Ministry of Commerce, in 2003, of the total exhibition revenue of 8.635 billion yuan, Guangdong was 3.24 billion yuan, accounting for more than 37% of the whole country. Zhejiang is11.40 billion yuan, accounting for more than 1.3% of the whole country. According to the distribution of professional exhibition companies, by the end of 2003, there were 876 in Guangdong and 1 14 in Zhejiang. At present, Zhejiang has initially formed an exhibition economic city group with Hangzhou-Ningbo as the central axis, including Wenzhou, Yiwu, Shaoxing, Yuyao and Taizhou. Guangdong has formed the Pearl River Delta exhibition economic belt with Guangzhou-Dongguan-Shenzhen as the central axis, including Foshan, Zhuhai and Shantou, and two exhibition peaks with the two Canton Fair as the breakthrough, with private exhibition enterprises as the main force, including extended services such as design and construction, exhibition hall service, exhibition transportation and exhibition consultation, as well as a "tertiary industry consumption chain" and related industrial clusters integrating advertising, printing, hotel catering, entertainment and tourism.
1. Exhibition comparison
According to the survey of convention and exhibition industry in Zhejiang Province, there were 345 exhibitions held in * * * * in 2004, with an average of nearly one exhibition per day, of which 56 were crowned with "international" names, accounting for 16.2%. Judging from the exhibitions in three major exhibition cities, Hangzhou, Ningbo and Yiwu, large-scale ways and colors oriented to urban functions are gradually increasing. The exhibition themes in Hangzhou mainly focus on painting and calligraphy, education and technology, life consumption and so on. Among the exhibition projects in Ningbo, economic and trade exhibitions account for a high proportion, mainly light industrial products and daily consumer goods. Relying on the advantages of the largest small commodity distribution center and export base in China, Yiwu-branded exhibitions are gradually increasing. Hardware and electrical appliances, knitwear, toys, green food, furniture, stationery, handicrafts, printing and packaging, beauty salons, cosmetics and other large-scale professional exhibitions at home and abroad have settled in Yiwu. Generally speaking, at present, the theme of exhibitions in Hangzhou is more focused on leisure and life consumption, while Ningbo is relatively focused on export-oriented exhibitions, while Yiwu has achieved the expansion of brand extension effect with the influence of successfully hosting the China Small Commodities Fair.
According to the survey of Guangdong 18 exhibition hall, there were 336 exhibitions in Guangdong in 2004, of which 145 was 5000-20000 square meters, accounting for 43%. There are 60 with an area of over 20,000 square meters, accounting for 18%. At present, the exhibitions in Guangdong are mainly concentrated in Guangzhou, Shenzhen and Dongguan. Guangzhou held the 1 16 exhibition, and international exhibitions increased by nearly 60% compared with the same period last year. The exhibition areas of International Building Materials Exhibition, South China Furniture Exhibition, Guangbo Fair, Beauty Development and International Automobile Exhibition all exceed 654.38 million square meters. In 2004, there were about 65 exhibitions registered by Shenzhen government departments, of which about 50% were below 1 1,000 square meters; 1-40% of 30000m2; Exhibitions over 30,000 square meters account for about 10%. Such as Hi-Tech Fair, International Furniture Fair, China (Shenzhen) International Fashion Fair, Shenzhen International Gift Fair, Shenzhen Housing Fair and Shenzhen International Jewelry Fair. In 2004, Dongguan * * * held more than 60 exhibitions and trade fairs with 359 16 booths. Dongguan Electric Expo, China (Humen) International Fashion Expo and International Famous Furniture (Dongguan) Exhibition are the three major exhibitions in Dongguan. Judging from the contents of the exhibition, the industries concentrated in the exhibition are mainly powerful industries in Guangdong, which shows that the development of the exhibition industry is consistent with the requirements of industry development.
Table 3:2004 Hangzhou Exhibition Classification Table
correlation index
Summary of exhibition categories
Number of exhibitions (quantity) as a percentage of the total number of exhibitions (%).
Proportion (individual)
(%)
Living consumption category 2511.22516.3
Calligraphy and Painting Art 8 1 36.3 36 23.5
Building materials and decoration 12 5.4 12 7.8
Real estate 9 4 7 4.6
Human resources class 8 3.6 8 5.3
Educational science and technology 30 13.5 13 8.5
Environmental protection sports 1 0.4 1 0.7
Other categories 57 25.6 5 1 33.3
A total of 223 people
100
153
100
Table 4: List of Main Industries of Guangdong Exhibition in 2004
The proportion of the number of exhibitions in the exhibition category (units) to the total number of exhibitions held (%)
Textiles, garments, leather, footwear and related equipment 34 1 1%
Automation, machinery, machine tools, hardware materials, molds, food instruments, measuring and related equipment 34 1 1%
Food, beverage, tobacco, public catering, restaurants and related equipment 2 1.7%
Transportation, traffic, vehicles, exhibitions and related equipment 20.6%
Electronic, electrical, multimedia and household appliances 2 1.7%
Toys, gifts, handicrafts, daily necessities and related equipment 2 1.7%
Consumer goods and service products 25.8%
Total 176 52%
Table 5: Exhibition of Major Cities in Zhejiang and Guangdong in 2004
Provincial share
Number of exhibitions (expositions) held in your city (units)
Hold an international brand exhibition
(certified by UFI)
Throughout the year,
Extended gauge
The international ratio is equal to 20000.
More than square meters
Hangzhou, Zhejiang 223 28 12.5% 4
/
Ningbo 39 12 30.7% 7
Wenzhou 35 7 20% 2
Total 297 47 15.8% 13.
Guangdong
Guangzhou 158 63 39.9% 39
three
Shenzhen 65 2 1 32% 15
Dongguan 63 17 27% 9
Total 286 10 1 35% 63
2. Exhibition companies
Since the establishment of Zhejiang exhibition market in the early 1990s, after more than 10 years of cultivation, its active subjects have grown from a few at that time to more than 300 at present. Especially in recent years, the joining of some professional exhibition companies with strong exhibition ability in major cities has injected vitality into Zhejiang exhibition market. Among the professional member units, there are 1 2 companies with a registered capital of more than RMB 10,000 (including 6 companies with a registered capital of more than RMB 3 million and only 1 company with a registered capital of less than RMB 500,000).
In the business scope registered by Guangdong Administration for Industry and Commerce, there are nearly 10,000 exhibition companies, including exhibitions, exhibitions and sales exhibitions, and there are more than 2,000 exhibition companies. Among them, there are 1362 companies engaged in exhibition, exhibition, exhibition and sales in Guangzhou, including 353 companies mainly engaged in exhibition business, and 236 companies engaged in exhibition planning, exhibition design, exhibition construction and exhibition-related services registered in Shenzhen by industry and commerce. At present, the exhibition companies in Guangdong are generally small in scale, and the investment direction is not diversified, let alone large-scale operation.
3. Exhibition education, research institutions and training market
Zhejiang has a superior humanistic environment and obvious educational advantages, which provides unique advantages for the development of exhibition education. In 2002, zhejiang economic and trade polytechnic opened the exhibition and advertising specialty for the first time; Zhejiang Tourism Vocational College has set up the exhibition management major; Zhejiang university city college offers exhibitions and advertising majors; Zhejiang Wanli University, majoring in exhibition economy and management; Shu Ren University, Zhejiang, majoring in exhibition management; Yu Ying Vocational and Technical College, Zhejiang, majoring in exhibition management; Exhibition management of Zhejiang University of Science and Technology The exhibition design major offered by Zhejiang Business Vocational College has been included in the enrollment plan for 2005. Among them, zhejiang university city college cooperates with Macau University of Science and Technology, and Zhejiang Shu Ren University cooperates with Hong Kong Polytechnic University.
In Guangdong, the Sino-French Tourism College of Guangzhou University has set up the professional direction of exhibition and business tourism (Sino-French project) and exhibition management under the specialty of tourism management; Sun Yat-sen University has set up the management direction of festivals and exhibitions in tourism and leisure specialty. Guangzhou No.2 Business School offers exhibition and marketing direction in marketing specialty; Tourism College of Guangdong University of Commerce. In addition, it is understood that the School of Management of Sun Yat-sen University and the School of Tourism of South China University of Technology are planning to open a major in exhibition economy and management. Among them, the Sino-French Tourism College of Guangzhou University was established by an agreement signed by the Guangzhou Municipal Government and the French Ministry of Education.
In terms of exhibition research institutions, Zhejiang ranks among the best in China, and a number of professional institutions with strong scientific research strength have emerged, such as Zhejiang Asia-Pacific Exhibition Development Research Institute, zhejiang university city college Exhibition College, Zhejiang Wanli University Exhibition College, Sino-German Baker Exhibition College of Zhejiang University of Science and Technology, and zhejiang economic and trade polytechnic Oriental Exhibition College. Guangdong's exhibition research institutions are incomplete. At present, Guangzhou Development Research Institute of Guangzhou University has established the Exhibition Industry Research Institute, with 5 researchers and 3 people above the subtropical high school.
Zhejiang exhibition training market is dominated by this province, and various research institutions have played their own advantages in training projects and achieved good social benefits. For example, Zhejiang Asia-Pacific Exhibition Industry Development Research Institute held a seminar and training course to serve small and medium-sized enterprises in the province to explore the international market, which was well received by the participants and had a certain impact in the industry. Guangdong's exhibition training market has just started. The Tourism College of Guangzhou University has carried out a series of training programs, such as Oriental Hotel Training, Exhibition Hotel Training and ASEAN Expo Talent Training. Jiaotong University and Bridgette Group have "exhibition planning and management" training in Guangzhou; Advanced seminar on international exhibition planning and marketing held by the Training Center of the Ministry of Commerce in Shenzhen; Compared with the "Exhibition Vocational Certificate Training Counseling Station" launched by Shenzhen Ganguan Vocational Training Center, the current exhibition training is still short-term training, and the systematic training of professionals needed by exhibition enterprises is basically blank.
4. Exhibition Industry Association
In order to speed up the pace of exhibition industrialization in Zhejiang, some major exhibition cities have included the establishment of trade associations in the government work plan. At present, three exhibition industry associations have been established, namely Hangzhou Exhibition Industry Association, Ningbo Exhibition Industry Association and Wenzhou Exhibition Industry Association. There are 167 local member units, including 47 in Hangzhou, 57 in Ningbo and 63 in Wenzhou. Among the professional member units, there are 1 2 with registered capital of more than RMB 10,000, and 12 with registered capital of less than RMB 500,000. In addition, Zhejiang International Convention and Exhibition Association is in preparation. The establishment of convention and exhibition association has built a standardized and orderly convention and exhibition market for regional cities in Zhejiang Province. By formulating unified industry norms, holding regular meetings, holding various business training courses, publishing professional journals, exchanging information, popularizing advanced and scientific management methods and operation modes, evaluating the qualifications of exhibition organizers, and conducting fair audit of important exhibition data, we can directly manage them, and correspondingly improve the level and grade of holding regional professional exhibitions through integration, thus promoting the technological progress of the exhibition industry.
In September, 20001year, Guangdong Exhibition Industry Association was formally established. Guangdong Convention and Exhibition Industry Association is an industrial, local and non-profit association jointly established by various branches of China Council for the Promotion of International Trade and related enterprises, institutions, social organizations and individuals. Foshan Exhibition Industry Association was formally established in August 2004. It is understood that Guangzhou Convention and Exhibition Association and Dongguan Convention and Exhibition Association have also entered the preparatory stage. Shenzhen Convention and Exhibition Industry Association was established in 1989, with a member of 138, and consists of Shenzhen Convention and Exhibition Industry Organizer and related service companies. At present, the association has set up a news center with a newspaper, a magazine and a website. In the past two years, Shenzhen Convention and Exhibition Industry Association has set six national firsts: in 2003, the first national convention and exhibition industry regulations were issued; In 2003, the first website of the National Convention and Exhibition Association was established. In 2003, the first national exhibition decoration bidding was implemented; In 2004, the first qualification evaluation standard for exhibition enterprises, design and construction in China was issued; In 2004, the first exhibition service alliance in China was established; In 2004, the first domestic exhibition management system with international first-class level was developed.
Generally speaking, at present, the self-construction of Zhejiang and Guangdong associations still highlights the problems of unsatisfactory system and lack of vitality. There is still a big gap with the representativeness, autonomy and non-profit required by the nature of trade associations and the standardization, internationalization and specialization required by the operation.
Third, Zhejiang and Guangdong exhibition development positioning strategy
1. Analysis of Exhibition Characteristics in Zhejiang and Guangdong
The development characteristics of Zhejiang convention and exhibition industry are as follows: first, the development of convention and exhibition industry and industrial development promote each other, such as Yiwu International Commodity Expo, which promotes its small commodity market; Second, the exhibition industry has blossomed everywhere, and a number of exhibition brands have emerged in major cities. Such as Yiwu International Commodity Expo, Ningbo International Consumer Goods Expo, Hangzhou West Lake Expo, Wenzhou Light Industry Products Expo, Shaoxing Textile Expo, Yongkang Hardware Expo, Zhuji Socks Expo, Shengzhou China Tie Festival, Haining Leather Expo, Taizhou China Plastic Expo, China Daily Commodities Expo, China Automobile Industry Expo; Third, the guiding role of the government is obvious. The influential exhibitions in Zhejiang are all government-led exhibitions, such as Hangzhou West Lake Expo, Ningbo Zhejiang Trade and Investment Fair, Yiwu International Commodity Expo and so on. The exhibition held by the government has a great influence on the development of the industry, but it is not conducive to the long-term development of the market; Fourth, private exhibition companies are weak and have not formed scale operations. In addition, the use of foreign capital in exhibitions is not enough, and few internationally renowned exhibition companies form alliances in Zhejiang; Fifth, the exhibition hall facilities are not enough to meet the needs of the rapid development of Zhejiang exhibition; Sixthly, the training and research of exhibition talents in Zhejiang is in the forefront of the country, but it has not formed its own research characteristics.
The development characteristics of Guangdong's convention and exhibition industry are as follows: First, the convention and exhibition industry is developing rapidly, with a large number of exhibitions and involving many industries. Guangdong's convention and exhibition industry has developed rapidly in recent ten years, showing a leaping upward trend. Second, a number of exhibition brands have emerged. Guangdong's convention and exhibition industry has continuously expanded its scale and upgraded its level in its development, creating a number of well-known brand exhibitions. Besides the Canton Fair, the first exhibition in China, Shenzhen Hi-Tech Fair has become a well-known brand of domestic exhibition industry. A number of professional exhibition brands that have great influence on industries and regions have also grown up in various places, such as beauty development and international furniture exhibitions, building materials and lighting exhibitions, as well as clothing exhibitions, gold jewelry exhibitions, clock exhibitions, toys and gifts exhibitions, as well as computer information and automobile exhibitions. Third, the government-led exhibition is a bright spot. In 2004, the first government-sponsored exhibitions included China International SME Expo, China International Audio-visual Expo, Shenzhen China Cultural Industry Expo and Guangzhou Manufacturing Equipment Expo. These exhibitions are particularly eye-catching because of their high specifications, large investment and much publicity. Fourth, exhibition companies are generally small in scale, and the investment direction has not been diversified, let alone scale operation. The private entities of Guangdong exhibition have developed rapidly, and private and joint-stock companies have begun to play a leading role from exhibition center institutions to exhibition organizers. Fifth, the facilities of the exhibition hall have been significantly improved. The total indoor exhibition area is1200,000 square meters, ranking first in all provinces and cities in China. The supporting service facilities of the exhibition hall in Guangdong are not good, and the problem of overheating in the construction of the exhibition hall already exists. Sixth, the training of exhibition talents in Guangdong is not commensurate with the development speed and scale of the exhibition industry. At present, there is only exhibition management major in Guangdong, and there is no formal exhibition economy and management major like Beijing and Shanghai. In addition, the training of exhibition talents in Guangdong is mainly short-term vocational training, and the training of professional talents is basically blank.
2. Analysis of exhibition strategy in Zhejiang and Guangdong.
Zhejiang wants to make the exhibition industry a pillar industry, and its development strategy is:
First, take advantage of the regional economic position of the Yangtze River Delta, make full use of the regional advantages of being close to Shanghai, Taiwan Province Province, convenient transportation and rich resources, develop the convention and exhibition industry through the coordination and cooperation between cities in the Yangtze River Delta and the high internationalization of cities, increase efforts to actively integrate into the Shanghai convention and exhibition industry, and actively expand convention and exhibition cooperation with the Asia-Pacific region; Second, with the promotion of the World Expo, strengthen the government's macro-control, optimize the allocation of resources, and increase the linkage development effect of the exhibition economy; Third, in view of the obvious advantages of Zhejiang's foreign trade development, we should increase the development of exhibitions, and at the same time take investment attraction, international trade, international shipping, labor export, international exhibitions and international conferences as the pillars of Zhejiang's opening up to the outside world, supporting a new framework for Zhejiang's all-round opening up; Fourth, it is necessary to combine industrial advantages, encourage enterprises with block economy to participate in various trade fairs and exhibitions (trade fairs), organize exhibitions of Zhejiang-specific commodities with the theme of international procurement, and strive to make the main commodity markets and the block economy in special economic zones become production bases and supply bases for international buyers; Fifth, in terms of hardware, increase investment in the construction of international standard pavilions in key areas, and introduce a series of incentives and preferential policies in software; Sixth, avoid the situation of all-round flowering in personnel training, and develop in a hierarchical and differentiated manner. Anyway. Zhejiang should further strengthen the development pattern of Ningbo and Wenzhou manufacturing exhibitions and Hangzhou leisure, conference and tourism exhibitions. Strengthen the holding of large-scale international conferences, promote Zhejiang's economy as a whole to a higher level by turning the convention and exhibition industry into a power industry, improving the scientific and technological content and strengthening regional cooperation.
The main idea of the development of Guangdong's convention and exhibition industry is to promote the all-round development of the convention and exhibition industry under the guidance of Scientific Outlook on Development, relying on the advantages of Guangdong's manufacturing industry, especially the nine pillar industries, exogenous economy, close ties with the international market, and location advantages at the intersection of China-ASEAN Free Trade Area and Pan-Pearl River Delta economic circle. Specifically: first, straighten out institutional relations and pay attention to the use of economic and legal means for regulation and supervision; Second, formulate the planning and industrial policy of convention and exhibition industry as soon as possible, clarify the key convention and exhibition cities, strengthen the coordination of convention and exhibition affairs among convention and exhibition cities, speed up the legal construction of convention and exhibition industry, establish and improve the legal system of convention and exhibition industry, standardize the order of convention and exhibition market, and formulate and implement industry service rules; Third, strengthen the self-construction of business associations and attach importance to the role of relevant intermediary service organizations such as CCPIT and business associations. Improve the exhibition public service system including associations, standards, statistics, training and research; Fourth, strengthen the support and protection of well-known exhibition enterprises and exhibitions; Fifth, actively promote cooperation with Hong Kong and Macao convention and exhibition industry; Sixth, combine logistics, business services and other production services to attract more foreign convention and exhibition enterprises to settle in Guangdong and improve the internationalization level of Guangdong's convention and exhibition industry.