Entering the new century, more and more enterprises regard their participation in large-scale commercial exhibitions as an important means to promote and stock up their commodities. Practice shows that well-organized large-scale commercial exhibitions can often give participants surprises. This is exactly the reason why the exhibition industry can maintain its prosperity and brilliant development throughout an entire century in the world. With scientific and technological advances with each passing day, the characteristics of large-scale commercial exhibitions in this century become increasingly evident. Through our comprehensive analysis and comparison with some successful commercial exhibitions around the globe, we have found that there exist six general characteristics in the modern commercial exhibitions which are listed as follows:
The first feature is concentration. Modern trade fairs are the centralized displaying of same kinds of enterprises and similar commodities with strong features of concentration, instance, competitiveness and radiation. Large commercial exhibition is the best place for both sellers and buyers to collect information and seek business opportunities. During the show, opponents with strong competitiveness can learn from each other, seek cooperation, and meanwhile further their mutual understanding.
The second feature is the frontier function of trade fairs. Exhibitions provide displayers with good opportunities to display their latest products and technologies. The extensive use of new materials and new technology will certainly make modern shows advance with times and appear their frontier features of high technology, fashion and forward-looking.
The third is the visual characteristic. As the proverbs go, "One seeing is better than a hundred hearings” and "Seeing is believing", one benefit brought by trade fairs is that viewers can feel the goods themselves. Viewers, in a face-to-face manner, can directly touch the exhibits, run machines, personalize the various functions of these products and has a strong visual authenticity. The visual characteristic of the show is also reflected in the negotiations with the customers. Face-to-face talks are the most convenient way for information exchanging and receiving.
The fourth is the artistic function. One thing that displayers should pay attention to is creativity. Modern exhibitions will certainly bring enjoyment to viewers.
The last one is the interactive feature. This feature can be represented in the following: the buyer and seller interaction; the interaction between peers; and finally the interaction between organizers and participants.
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