將優(yōu)質(zhì)會展資源引入“一帶一路”會展市場

任恩杰 總經(jīng)理

北京恒立偉業(yè)國際展覽有限公司Ren Enjie General Manager， Beijing Heliview Int’l Exhibition Co.， Ltd.

我司主要組織新興會展市場的展會項(xiàng)目。在自辦展方面，我們每年在波蘭舉辦HomeGarden展會，主要展出家電、五金、衛(wèi)浴和建材產(chǎn)品；我們也在當(dāng)?shù)匾粋€知名汽配展覽會期間舉辦“展中展”。另外，我們與國內(nèi)有關(guān)單位在緬甸舉辦一個摩托車展，每年一屆。

我認(rèn)為，新興市場的商機(jī)很大。一方面，很多新興市場與中國的經(jīng)貿(mào)聯(lián)系日益增加；另一方面，“一帶一路”很多國家的會展市場都不成熟，缺乏專業(yè)展，我們的自辦展能很好地填補(bǔ)行業(yè)空白。當(dāng)前，國內(nèi)企業(yè)在歐美等成熟市場的業(yè)務(wù)開展已經(jīng)相當(dāng)穩(wěn)定，借助國家的政策支持，開拓新興市場的積極性也很大。

在“一帶一路”區(qū)域辦展，主要的困難是當(dāng)?shù)氐臅弓h(huán)境不成熟，硬件設(shè)施不完善、語言溝通不暢、合作伙伴的專業(yè)程度不足、經(jīng)驗(yàn)缺乏。另外，大部分“一帶一路”國家人口數(shù)量不大，人均購買力也不大，市場體量小，展會對周邊市場的輻射范圍也十分有限，大部分展會都只是針對當(dāng)?shù)厥袌?。因此，在這些地方辦展需要有長期的耐心，特別在推廣工作上要雙管齊下：一方面是面向公眾推廣中國產(chǎn)品的整體形象，增強(qiáng)其購買意愿；另一方面是通過專業(yè)媒體和行業(yè)協(xié)會等，定向邀請展會專業(yè)客商。

再以緬甸展為例，當(dāng)?shù)厥袌鰟倓倢?shí)行開放，對各類物資和基礎(chǔ)建設(shè)的需求都很大。雖然當(dāng)?shù)卣褂[市場還比較落后，但中國摩托車在當(dāng)?shù)厥袌龇浅Ｊ軞g迎，我們的展會也非常成功?，F(xiàn)在，我們還在不斷策劃在新興市場舉辦更多的展覽會，先入為主抓住當(dāng)?shù)貢故袌錾虣C(jī)。

Currently we organize several outbound Chinese exhibitions： a HomeGarden show and an auto parts expo in Poland； and a motorbike expo in Myanmar， which is gaining great ground.

On the whole， the Belt and Road countries and regions are huge in terms of business opportunities. The local exhibition market is immature and lack professional exhibitions， so our Chinese exhibitions can fill the gap of the industry.

On the other hand， to organize exhibitions in the Belt and Road region， the main difficulty is that the local exhibition environment is not mature. The insufficient hardware facilities， obstacles in communication， lack of professional skills and experience of partner are among the problems. In addition， in most of the Belt and Road markets， local population and the per capita purchasing power is not large， the market volume is small， the scope of radiation on the surrounding exhibition market is also very limited， most of the exhibition are only for the local market. Still， the huge market space to be explored is there. Considering current successes， we are planing organizing more exhibitions along the region.

張雅竹 副總經(jīng)理

通用國際廣告展覽公司Zhang Yazhu Deputy Genera Manager， Genertec International Advertising and Exhibition Co.， Ltd

目前我司每年主要在“一帶一路區(qū)域”舉辦4個自辦展：中國汽車零部件（泰國）品牌展（與商務(wù)部合辦）、中國汽車零部件（巴基斯坦）品牌展、中國農(nóng)業(yè)塞爾維亞展，以及中國石油裝備伊朗品牌展。

我認(rèn)為“一帶一路”區(qū)域會展市場可以用“潛力無限”來形容。新興市場不只是會展行業(yè)較為新興，各個行業(yè)也都還不發(fā)達(dá)，但在這樣的市場，展會的成長性往往較強(qiáng)，我們組織企業(yè)參加當(dāng)?shù)卣箷矅L到了甜頭。同時，在這些市場辦展也面臨一些挑戰(zhàn)。從外部看，當(dāng)?shù)氐臅够A(chǔ)設(shè)施都還不發(fā)達(dá)，組展機(jī)構(gòu)的辦展專業(yè)水平也有待提高，但正因?yàn)槿绱?，我們才有機(jī)會以自辦展形式進(jìn)入當(dāng)?shù)貢故袌鎏钛a(bǔ)空白。另一方面，有些國家的展會運(yùn)作過程有管理不夠規(guī)范之處，例如展品運(yùn)輸、展位搭建以及餐飲服務(wù)等都有待于進(jìn)一步提升。

在未來，我們將從兩個方面繼續(xù)開拓“一帶一路”會展市場：一是繼續(xù)深耕原有的汽車與摩托車配件行業(yè)，開拓該領(lǐng)域的自辦展業(yè)務(wù)；二是挖掘“一帶一路”市場其他行業(yè)的參展和組展機(jī)會。最重要的是一直保持敏銳的創(chuàng)新意識，不斷發(fā)掘企業(yè)新的需求點(diǎn)，尋找可靠且有實(shí)力的國內(nèi)外合作伙伴，并應(yīng)用我方的辦展經(jīng)驗(yàn)，積累各方資源，形成合力，滿足中國參展企業(yè)的訴求，為企業(yè)打造出國參展的國家平臺，相信會不斷擴(kuò)大“一帶一路”的會展市場份額和行業(yè)類別。

Each year， we organize 4 Chinese exhibitions abroad： two auto parts shows in Thailand and Pakistan respectively， an agriculture show in Serbia， and an oil equipment show in Iran.

I think the Belt and Road exhibition markets can be described as embracing Unlimited Potential. The scale of the Chinese exhibition space has been increasing rapidly， sometimes even at several times each year！ In the meantime， local facilities and exhibition service quality need to be improved accordingly.

In the future， we plan to further enter local markets： one， cultivate more exhibitions in the auto parts sector which we are good at； second， seek exhibition opportunities in other industry sectors and cooperate with reliable domestic and local partners to create quality exhibition platforms for Chinese exhibitors.

段婧 總經(jīng)理

北京輝煌魅力國際商務(wù)會展有限公司Nina Duan General Manager， Beijing Glory Glamour International Commerce Exhibition Co.， Ltd

目前我司在伊朗舉辦石油自辦展和鋼鐵自辦展各一個，并在卡塔爾舉辦中國制造品牌商品展，展示“中國制造2025”的優(yōu)秀產(chǎn)品和企業(yè)。最近，我們對卡塔爾展進(jìn)行了非常詳盡的推介并取得了很好的效果。我們的展會也得到了當(dāng)?shù)卣邔拥闹С帧?/p>

當(dāng)前，卡塔爾已經(jīng)獲得2019年世錦賽、2022年世界杯舉辦權(quán)。為此，當(dāng)?shù)卣褯Q定投入2850億美金在基礎(chǔ)設(shè)施建設(shè)等領(lǐng)域，而中國銀行、中國工商銀行在當(dāng)?shù)卦O(shè)點(diǎn)，為中國企業(yè)進(jìn)入當(dāng)?shù)厥袌鎏峁┤谫Y等一系列服務(wù)，法律、物流等行業(yè)也積極助力中國參展企業(yè)不斷開拓當(dāng)?shù)厥袌觥Ａ硪环矫妫m然當(dāng)?shù)厥袌鲂枨蠛艽?，但?dāng)?shù)氐闹袊诉€非常少，國內(nèi)企業(yè)對當(dāng)?shù)氐男畔⒘私庖卜浅２蛔銐?。我們希望以展會作為平臺，推動中國企業(yè)走出去，并不斷擴(kuò)大展會在當(dāng)?shù)氐挠绊懥椭取?/p>

我認(rèn)為，中國的海外自辦展“走出去”，并不是簡單地舉辦若干展覽會，而是要在持續(xù)舉辦優(yōu)質(zhì)展會的過程中，把國內(nèi)的會展人才、優(yōu)秀的辦展理念和管理模式等引入國際會展市場。從操作層面，“一帶一路”會展市場機(jī)會很多，我們打算先集中精力打造一個優(yōu)質(zhì)樣板，然后復(fù)制到其他行業(yè)領(lǐng)域。同時，根據(jù)企業(yè)開拓市場的意向和當(dāng)?shù)厥袌鲂枨?，采用“綜合展+專業(yè)展”的模式，提高展會的輻射面和專業(yè)效果。

At present， our company holds an oil exhibition and a steel exhibition in Iran， and the \"Made in China brand commodities exhibition\" in Qatar， displaying the excellent products and enterprises of \"made in China 2025\". Recently， we gave a very detailed presentation of the Qatar exhibition and achieved very good results. Our exhibition has also been supported by the top brass of the local government.

Qatar has won the hosting right of 2019 World Championships and the 2022 World Cup. The local government has decided to invest$285 billion in infrastructure construction and other fields， and the Bank of China and Industrial Commercial Bank of China have set local office to provide financing and other services for the Chinese enterprises to enter the local market. The law， logistics industry is also actively help China exhibitors open up the local market.

On the other hand， although the local market demand is huge， but the number of local Chinese are still very small， domestic enterprises’ understanding of local market is also very inadequate. We hope to use the exhibition as a platform to promote Chinese enterprises to \"go global\" and to expand the influence and reputation of the exhibition in the region.

I think that for self-organized outbound Chinese exhibition to \"go out\"， we are not simply holding exhibitions， but in the process of organizing sustainable and high-quality exhibitions， we need to present the domestic exhibition talent， excellent exhibition concepts and management modes into the international exhibition market. From the operational level， facing with abundant opportunities in the Belt and Road exhibition mark we plan to first concentrate on building a high quality model， and then copy the success experience to other industries. At the same time， according to the intention of enterprises to open up the market and local market demand， we will adopt the \"comprehensive ex h ibit ion + professiona l exhibition\" mode to improve the radiation level and B2B effect of the exhibitions.