China will surpass any Occidental country in the scale of the exhibition industry in 2010. But how to surpass?
Textile and garment exhibitions are now of overriding importance, which, as a window, have greatly improved China’s image. In recent years, exhibitors in the garment industry have assembled in cities like Nanjing, Ningbo and brought there the most advanced technologies and the best products. And the exhibitions have significantly promoted trade connections, enhanced technical cooperation and promote information and cultural communication. They have penetrated every sector of China’s economy and helped to drive the development of such related industries as transportation, commerce, advertisement, travel and finance.
Shanghai has been named as the number one city for exhibition in China. In this city, three international exhibitions can be held at the same time in the same day. The development of the exhibition industry in Shanghai, Beijing, Nanjing, Guangzhou and Dalian has been vigorously promoted by the financial and trade industry.
How can China’s exhibition industry surpass that of any Occidental country and thus realize the development of China’s exhibition economy? How to frame a strategy for attending exhibitions?
Above all, we need to know what a successful exhibition is. It must be large in scale, for only large-scale exhibitions can attract more professional viewers. Secondly, exhibitors must know clearly why they attend an exhibition. They should either aim to show their strengths, establish brand images, advertise products, reach agreements, or find out agents and joint venture partners. Thirdly, it is necessary for exhibitors to choose influential, experienced and first-class organizers. From popularization of an exhibition, invitation of viewers, organization and arrangement of industry activities to customer services, all these work has to be done by exhibition organizers who know what exhibitors want. Finally, the cost of attending an exhibition should not be an extra burden for enterprises. They should not attend an exhibition that will cost them much more than they could afford just in order to be listed in international exhibitions. Enterprises, small and medium-sized enterprises in particular, should choose a proper exhibition according to their own financial capabilities.
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