全球展覽 變革為先

11月9-12日，國際展覽業協會（UFI）第83屆年會在上海國家會展中心舉行。這也是UFI年會時隔十年之后第二次在中國舉辦。年會主題為“連鎖反應——轉型中的展覽業”，聚焦影響展覽業變革的關鍵因素。《出展世界》雜志作為UFI在中國的獨家合作媒體應邀出席報道本次年會，本刊記者現場采訪了來自全球各地的行業代表，深入挖掘他們對展覽行業發展趨勢與中國市場的敏銳見解。

Welcoming more than 600 CEOs， young leaders， and international experts from over 50 countries， the 83rd UFI Congress in Shanghai on 9 to 12 November was a pronominal event and the largest since 1925 in the association’s history. Focusing on digital impact， venue operation， talents retain and relevant topics， delegates from global exhibition industry were encouraged to ride the tides of changes that are impacting the industry. During the congress， Overseas Exhibitions magazine interviewed delegates from worldwide for their perspectives on global exhibition markets and potential cooperation with the Chinese market.

參會代表聲音

關于與中國的合作

Ali Khaksar

CEO， Aresa Int’l Event Trade Management Company

伊朗Aresa國際會展與貿易管理公司首席執行官

我們每年在伊朗的德黑蘭和馬什哈德舉辦幾場大型國際展會。目前伊朗已經解禁，我們想跟其他國家的主辦方合作，幫助企業共同開拓廣大的伊朗市場。在中國這個巨大的市場，我們希望跟組展代理機構合作，幫助中國出口企業抓住伊朗市場的商機。本次在上海參加UFI年會是一次非常美好的體驗，我們也跟一些中國展覽機構進行了洽談，希望達成合作。

Our company is organizing several international exhibitions in Tehran and Mashhad which are the largest cities in Iran. Chinese market is a huge market for exhibition industry. we are looking for a Chines partner to have a corporation for Iranian exhibitions and Chinese exhibition. NECC is a largest exhibition center in the world and we will hear more about this center. Their host for UFI congress was excellent and we had a chance to talk with some chines organizers for the future corporation.

Prem Behl

Chairman， Exhibitions India Group

印度Exhibitions India Group展覽集團主席

我們的展覽會深度服務于所在行業。例如，我們舉辦的Convergence India印度通信展作為信息通訊領域的專業展，已經跨入第25年。下屆展會同期我們還將引入印度物聯網大會。相信隨著技術的進一步發展，專業展會的市場需求將會越來越大。

每年，都會有很多有意開拓印度市場的中國機構前來參加我們的展會。當前，印度政府出臺了相關措施，營造更好的商業環境，這個良好的勢頭也會持續強勁。一方面，我們與中國的代理機構合作；另一方面，我們也到中國的展覽會了解行業動態，尋找潛在合作伙伴，包括行業協會、貿易雜志等，邀請中國參展商到印度來。

雖然影響展會成功的因素有很多，但我認為最關鍵的是策略、執行與客戶滿意度三個方面。“策略”是指展會所在行業的市場需求會為參展商和展會觀眾帶來可觀的價值。“執行”是指合理地設置各項服務的時間節點和預算，并確保安全至上。“客戶滿意度”是指我們努力與其他活動區別開來，獨具賣點。

Our expos focus on critical industry verticals. For instance， Convergence India， which is in its 25th year， focuses on information and communications technologies. Demand for business related expos will continue to grow as technology develops and evolves.

There are multiple factors which impact the success of an exhibition， however， there are three important elements， i.e. strategy， execution and customer satisfaction. Strategy means that we ensure that the market demand provides considerable value for our participants and attendees； execution means we plan our deadlines and budgets， while keeping safety and security concerns as a priority； customer satisfaction： aspire to differentiate our event from the rest.

關于展會品牌打造

Dr. Clemens Schütte（徐凱文博士）

Director of International Business， Messe Düsseldorf GmbH， Vice Chairman， Shanghai New International Expo Centre Co.， Ltd. （SNIEC）

德國杜塞爾多夫展覽公司國際業務部總監、上海新國際博覽中心有限公司副主席

毫無疑問，中國是目前全球規模最為龐大的會展市場。但是，在展會的品質上，中國與德國等傳統會展國家仍有一定差距。我認為，要更好地樹立展會品牌，中國的主辦方需要在展會觀眾的質量上做更多提升，提高展會的商務成效。例如，通過收取門票費、篩選觀眾資質等，確保展會觀眾是B2B的專業觀眾而非普通大眾。

In comparison with developed exhibition markets like Germany， there is still space for quality improvement in China. For example， to raise the percentage of trade visitors by ticket pricing and visitor profile screening.

關于展會數據服務

Gunnar Heinrich

CEO， Adventics GmbH

德國慕尼黑Adventics展覽咨詢公司首席執行官

與在其他行業一樣，數據在展覽行業中有著極大的價值。對數據的有效使用將提升展會的貿易成交率和商家的業績。當人們發現數據的統籌分析和數字化手段的使用能夠提升業績，他們就會非常配合，使主辦方收集到廣泛而有效的展會數據。

在數據安全方面，德國有非常嚴謹的法律來保護人們的隱私安全。主辦方要確保自己對數據的使用符合所在國家相關法令的規定。同時，提前告知人們相關數據的使用方式，并保證數據收集過程的透明度，都是數據安全的重要方面。

When companies realize that meaningful analysis of data can create business value， they would be willing to provide corporate information. However， organizers and service suppliers need to keep in line with local legal system in data collection and utilization.

關于場館運營

Varathan Anbu

CEO， Bangalore International Exhibition Centre

印度班加羅爾國際會展中心總經理兼首席執行官

2000年以來，印度經濟大幅增長，當前經濟增長率高達7.6%，每年售出的展會凈面積為200萬平米，而將近75%的展會集中在孟買、德里、班加羅爾等主要城市。我們也將擴建新館，并設置科學的建筑架構，滿足多元活動需求。

Since 2000， the Indian economy has been increasing at a rapid speed of 7.6%， and annual exhibition space sold reaches 2 million square meters， of which about 75% are held in Mumbai， Delhi，and Bangalore. Our center is expanding and with flexible building structure to meet clients’need to host diverse events.

Abdul Hadi Khan

Manager （Marketing），India Exposition Mart Ltd.

印度新德里India Exposition Mart Ltd.展覽公司市場部經理

中國和印度同為亞洲重要的展覽市場，在行業合作方面有良好的發展勢頭。作為德里的一座現代化的多功能場館，我們承辦的展會主要是為了促進中小企業的商品流通。目前，印度的幾大會展中心均已在積極擴建，這對不斷壯大的印度市場而言是利好消息。我希望更多的中國主辦方和會展企業到印度考察合作，挖掘當地市場的巨大潛力。

India Exposition Mart Ltd （IEML） is established for improving the vast potential of exporting Indian Handicrafts.Currently a number of expo center are being expanded or newly launched to meet ever increasing demand of international and domestic organizers， which I believe is good news for the entire exhibition industry and I sincerely hope that more Chinese exhibition companies come here to seek cooperation.

Richard Mann

Market Development Director of Venue Sales， The National Exhibition Centre

英國伯明翰國家展覽中心市場發展部總監

從前幾年開始，伯明翰國家展覽中心由政府運營改為由私營機構運營。通過調整業務框架、提升服務品質，我們在短短幾年內實現了從虧損向穩定盈利的轉變。對會展場館而言，數字技術可以為客戶帶來更為便捷的參會體驗，但要從根本上提升客戶滿意度，精良的服務才是根本。

Since a few years ago， the National Exhibition Centre as the biggest venue in the UK and one of the busiest in Europe， was sold to private operator by local government. However， thanks to more flexible business models and more customized quality， we have now entered into a profitable finance position. In terms of technology， although we cannot fail to ignore them， but to maintain high service quality is the key to customer satisfaction.