亞洲博聞主席及行政總裁愛新克:貫徹“會展為先”策略

陳猛

博聞公司（UBM plc） 取得UFI認證的展覽包括：亞太區美容展、時尚匯集、亞太區皮革展、印度國際可再生能源展、土耳其國際珠寶首飾手表及設備展、馬來西亞國際家具展、亞洲食品配料展、中國國際光電博覽會 （中國光博會）、世界制藥原料展、食品配料歐洲展。除此以外，UBM博聞的許多垂直平臺，不論是自己培育的展覽項目，還是合資公司的品牌展覽會，如：九月香港珠寶首飾展，中國孕嬰童、童裝展，中國國際家具展覽會，中國國際海事會展，中國國際皮革展等等，在行業內均居于龍頭地位。

在亞洲，我們對所服務的所有領域都抱有極大的熱忱。博聞除了在家具、制藥、醫療、美容等行業持續發展超過20年以外，九月香港珠寶首飾展及中國國際海事會展更有超過30年的歷史。在過去的5年里，我們還進入了一些新的領域，如孕嬰童、光學及燈飾等行業。我們貫徹“會展為先”的策略，在中國市場進一步拓展新的市場領域，2017年將推出上海國際授權博覽會。在地理布局上，我們的足跡遍布中國內地，包括一些二線城市，如中山古鎮、沈陽、成都等。

UBM博聞是全球第二大商營展覽會主辦機構，網絡覆蓋20多個國家及地區。各地運營機構之間的密切合作，令我們可以更有效地進行目標國際展商招募和參觀人士推廣，尤其是當我們將UBM的品牌展覽會，如制藥原料展，孕嬰童、童裝展，珠寶首飾展等拓展到全球各地的時候。UBM博聞最新公布的上海國際授權博覽會將與2017中國孕嬰童、童裝展同期舉行。此外，作為“會展為先”策略的一部份，我們在全球引入了統一的CRM客戶管理系統，將進一步推進“會展為先”的戰略進程。

中國仍然是一個發展中的市場，蘊含巨大商機。高質量的展覽會在這個市場中將有很大的成長空間。這不僅存在于一線城市，也包括二、三線城市。挑戰是不斷加劇的競爭對參展定價產生壓力，限制了綜合觀眾推廣的投入，影響了客戶的總體體驗。在中國發展多年，博聞最大的收獲是我們與合作伙伴及員工的美好共事。我們共同努力，通過所服務領域的高質量展覽活動，滿足各方的需求，贏得了極佳口碑。

博聞的發展離不開團隊的支持，我們在中國內地有很龐大的組織（超過700名員工）。博聞的員工有很多職業發展機遇， 甚至可以到博聞的海外辦事處任職。博聞的“會展為先”策略要求我們要在所有方面都做到最好。因此，我們在培訓、輔導、軟件工具等都進行了大量的投入，讓所有員工都能從專業的環境中得益。我們推行“博聞的承諾”，與全球員工積極履行企業社會責任，支持環保及可持續發展。今年，博聞連續第二年成為全球FTS4E指數達標的少數會展公司之一；中國孕嬰童、童裝展的“關注自閉癥兒童”的慈善項目入選 “2016 UFI 可持續發展獎”最佳范例。

UBMs UFI approved events include the followings：Cosmoprof Asia，Fashion Access，APLF Leather & Materials，Renewable Energy India Expo，Istanbul Jewelry Show，Malaysian International Furniture Fair，Fi Asia，China International Optoelectronic Exposition，CPhI Worldwide，Fi Europe. We have leadership position not only in these events but also in other events that we organise on our own or with our joint venture partners， e.g. September Hong Kong Jewellery & Gem Fair， CBME China （Children， Baby， Maternity Expo）， Furniture China， Marintec China and All China Leather Exhibition.

We are passionate about all the sectors we serve across Asia. Our Hong Kong Jewellery & Gem Fair and Marintec China both have over 30 years of history. Other market leading events have also been serving sectors like furniture， pharma， hospitality and beauty for over 20 years. In the past five years， we have also entered new sectors， e.g. children/maternity， optoelectronics and lighting. And we are launching Licensing Expo China in Shanghai in July 2017， further expanding the sectors we serve in the China market under our Events First strategy. Geographically we have also grown our footprint in mainland China including in 2nd tier cities such as Guzhen， Shenyang， and Chengdu.

UBM is the worlds second largest B2B event organiser with operations in over 20 countriescollaboration between these operations allows us to more effectively target international exhibitors and visitors. This is particularly true of event brands which have been geo-adapted around the worldsuch as CPhI， CBME and Jewellery & Gem.UBM recently announced launching China Licensing Expo which will be co-located with CBME China in 2017.In addition， as part of our Events First strategy， we are in the process of introducing a common CRM system globally which will further enhance this process.

The opportunity is that China is still a huge and growing market where quality events still have a lot of potential to grow. Not only in first tier， but increasingly also in second and third tier cities. The challenge is the increasing competition which still puts pressure on pricing and limits investments in comprehensive visitor promotion and overall customer experience.

Our greatest reward is that we have now a fantastic business with great partners and people. Together with them， we earn a great reputation in delivering high quality and professional events which effectively serve the needs of each of the sectors we serve.

The big advantage we have is that we have a large organisation in mainland China （over 700 people）， so that there are ample opportunities for career improvement. Even to other UBM offices overseas. Our Events First strategy crocuses us on being the best in everything we do， so we make a lot of investments in training， coaching， software tools etc. Our colleagues can all benefit from the professional environment.

Under the “UBM Commitments”， the company and all our staff are fully committed to corporate social responsibilities and sustainable development. In 2016， UBM achieved FTSE4Good Index for the second year. CBMEs charity programme，“Guard Children of the Stars”， was selected by UFI as an example for best practices in the field of sustainability.