服務新一輪對外開放，東博會巧打會展牌

□ 文 /本刊記者 陳麗冰

“中國開放的大門不會關閉，只會越開越大。”在首屆中國國際進口博覽會開幕式上，中國國家主席習近平這樣強調。此外，他還表示，為進一步擴大開放，中國將有以下舉措：第一，激發進口潛力；第二，持續放寬市場準入；第三，營造國際一流營商環境；第四，打造對外開放新高地；第五，推動多邊和雙邊合作深入發展。

這些舉措彰顯了中國擴大新一輪對外開放的愿景和決心，同時也對中國—東盟博覽會等開放合作平臺提出了更高的要求。對此，東博會秘書處秘書長王雷在進博會上表示，中國會展業應延伸展會價值鏈，以服務新一輪擴大開放。這可以通過展會融合、構建產業鏈上下游關系、延伸服務、提供配套增值服務，以及現代化信息技術手段實現。

而東博會作為中國與東盟等“一帶一路”沿線國家全方位交流合作的重要平臺，近年來也正積極作出探索，在服務新一輪擴大開放中打好“會展牌”。

展會融合，打造亮麗的風景線

華為5G極速網絡、科大訊飛小途機器人、京東物流智能物流體系、華大基因新一代測序平臺、“海翼—1000”水下滑翔機……無需走出國門，也無需走進科技館，在每年東博會上的先進技術展區就能看到這些中國與東盟各國的高新科技產品。

作為東博會框架下一個重要的常設專題展，先進技術展創辦15年來，已成為中國與東盟科技合作的一張靚麗名片。

在2018中國—東盟創新年里，第15屆東博會不僅將先進技術展區擴大一倍，同時還召開或舉辦了中國—東盟技術轉移與創新合作大會、中國—東盟科技園區創新合作高層論壇、中國—東盟區塊鏈創新合作高峰論壇等，以展會融合的形式充分展現中國—東盟創新成果及創新合作的發展新趨勢，為各國觀眾奉上一場科技盛宴，也為企業合作提供了務實的交流平臺。

展中有會，會中有展，東博會先進技術展及系列會議、論壇的舉辦正是東博會近年來積極探索展會融合、展會互動，以延伸展會價值鏈的縮影。

作為區域內唯一以中國—東盟自貿區為主題的東博會，自舉辦以來就緊扣中國—東盟自貿區啟動、建設、升級各階段發展需求，不斷延伸展會價值鏈，從推動貿易投資合作到帶動金融、海關、物流、園區、科技、人文等多領域合作，發揮了很好的輻射作用，讓雙方企業和民眾實實在在獲益。

從東博會舉辦之初的一展一會，即東博會展覽同商務與投資峰會結合，到第4屆東博會舉辦了9個不同領域的部長會議或合作論壇，再到第13屆東博會延伸到文化、教育、旅游、公共衛生、科技、環保、青年、婦女、智庫等領域，如今東博會已形成了30場左右的會議、論壇及相關交流活動，并促成了中國一東盟技術轉移中心、中國一東盟企業家聯合會等官方和民間機制在南寧集聚，增強東博會的品牌效應。

“東博會的產能、科技、環保、氣象、電力等展區均舉辦高層論壇。同時，其他每一個展區都舉辦專業對接會。目前，每屆東博會論壇數量30多個，經貿對接活動80多場，涵蓋的領域越來越多，與展覽的互動性越來越強，展會附加值越來越高。”王雷說。

相輔相成，完善上下游產業鏈條

2018年11月16～19日，東博會2018年收官之作——2018東博會林產品及木制品展在南寧成功舉辦。從紅木家具到林業裝備，從花卉苗木到林業先進技術項目，從中國的林業裝備、森林資源，到東盟國家特色林業產品，本屆林木展對林業產業鏈進行了展示，為中國—東盟林業產業搭建了全方位交流合作的前沿窗口，得到了企業的青睞和點贊。

“東博會主展和林木展我們都參加，2018年9月的東博會主展我們就賣了十幾萬的貨。我們看中的就是東博會的品牌以及對產品的推廣作用。”越南烏下公司的負責人阮先生說，其公司已經參加了4次林木展，取得了很好的成效，還在廣西憑祥開了分店。

自2010年至今，林木展已成功舉辦9屆，是東博會旗下規模最大的專業展，也是東博會通過構建產業鏈上下游關系，延伸展會價值鏈的重要一環。

近年來，隨著中國與東盟國家合作的日益深化，每年一屆的東博會已經不能滿足企業多元化的參展需求。那么，如何在有限的展覽面積中，盡可能多地包含各方感興趣的合作內容？如何延伸服務，構建完善的上下游產業鏈？為此，自2009年以來,東博會在辦好主展的同時，還先后分設了農業展、林木展、旅游展、文化展、動漫展等專業展，在時間和空間上延長了展會價值鏈，向參會客商傳遞了更多行業信息，也促成了更多合作。

第15屆中國—東盟博覽會先進技術展

例如，在2018中國—東盟博覽會動漫游戲展上，組委會不僅舉辦了中國—東盟電競互動嘉年華、廣西次元外文歌曲大賽等系列活動，還開設B2B商務展和B2C消費展，為中國和東盟動漫游戲企業及衍生品企業提供廣闊的平臺和優勢宣傳資源，吸引了來自“一帶一路”沿線18個國家約100多名客商參與。而2018中國—東盟博覽會旅游展則設置了境外旅游專業展區、國際旅游商品展區等七大展區，開展了民俗文化表演、旅游資源推介、貿易洽談、魅力友城等多項活動，從官方到企業，從友城合作到旅游商品推介等方面來促進區域旅游交流與合作不斷拓展和深化。

實際上，辦展方沿著產業鏈上下游設計展覽內容和活動，精準組展和招商，讓同一條價值鏈上的展覽和活動更緊密互動，將創造更多增值效應。

創新精進，延伸會展服務鏈

細心的人不難發現，近兩年來東博會在“硬軟件”設施配套上出現了許多新亮點：南寧國際會展中心增加了辦證大廳、開幕大會會場、新聞中心、海關監管倉、停車場、餐廳等設施；展館周邊實現了內外通聯的交通通行系統；展館后翼新建的南寧會展豪生大酒店已經開始營業……

近年來，隨著中國與東盟合作的日益密切，東博會對南寧國際會展中心及周邊道路也進行改擴建，將其打造成為南寧會展商務區，并將周邊的會展圈、商業圈、文化圈、休閑娛樂圈聯通起來，打造會展服務鏈，為參展、參會的客商在辦證、餐飲、交通、安檢、展品運輸和通關等各個環節增加更便利的新體驗。

另外，值得一提的是，2018年，廣西國際博覽事務局體制機制改革邁出新步伐，成立了廣西國際博覽集團，為客商提供更多的增值服務。

“廣西國際博覽集團是東博會的經營主體，將把東博會的品牌價值優勢與南寧國際會展中心的場館資源有機結合，打造會展服務鏈。”王雷說，其今后將承擔東博會招商招展、品牌運營、展覽服務等市場業務，經營酒店、商務辦公樓、會展城商業、會展商圈物業等，并圍繞會展產業鏈上下游，拓展關聯業態；適時引進多元資本，開展同業合作。

·聯系編輯：78724815@qq.com

CAEXPO to Open Wider to the Outside World With Extended Service

Written by Chen Libing / Translated by Mo Tingting

At the opening ceremony of the first China International Import Expo (CIIE), Chinese President Xi Jinping once again stressed that China’s door to the outside world will not close, and it will only open wider and wider. In addition, he expressed that China will take the following measures to further open up: Firstly, to stimulate the potential of import; Secondly,to continue to broaden market access. Thirdly, to create the first-class environment for international business;Fourthly, to create a new height of opening-up; and Fifthly, to deepen multilateral and bilateral cooperation,which has highlighted China’s vision and determination to expand the new round of opening-up, and at the same time put forward higher requirements for CAEXPO and other cooperation platforms. In response, Secretary-General of CAEXPO Secretariat Mr. Wang Lei said at the fi rst CIIE that China’s exhibition industry should extend the value chain of exhibition to serve the new round of opening up, which can be achieved through the integration of exhibition, the establishment of upstream and downstream relations of the industrial chain, the extension of service, the support of value-added service, and modern information technology.

As an important platform for all-round exchanges and cooperation between China, ASEAN and other countries along the Belt and Road, CAEXPO has been also actively playing a good role in serving the new round of openingup in recent years.

Integration of the exhibition to create new views

Huawei 5G Network, iFLYTEK Robot, JD Intelligent Logistics System... These high-tech products from China and ASEAN countries can be seen in the annually-held advanced technology exhibition. Since its establishment 15 years ago, the advanced technology exhibition, an important permanent special exhibition under the framework of CAEXPO, has become a beautiful business card of China-ASEAN scienti fi c and technological cooperation.

The year 2018 marks the China-ASEAN Year of Innovation, and the 15thCAEXPO has doubled the exhibition area of the advanced technology exhibition. At the same time, the China-ASEAN Technology Transfer and Innovation Cooperation Conference, China-ASEAN Technology Park Innovation Cooperation High-Level Forum, and China-ASEAN Block Chain Innovation Cooperation Summit have fully demonstrated the new tendency of innovation and cooperation between China and ASEAN, provided a feast of science and technology for the audience, and offered a practical platform for business cooperation.

In short, China-ASEAN Advanced Technology Exhibition and series of related conferences and forums are exactly the epitome of the integration of exhibitions, as well as the extension of the value chain of CAEXPO.

As the only expo in this region oriented towards CAFTA,CAEXPO has been closely linked to the development of CAFTA, and continuously extended its value chain,promoted trade and investment cooperation, driven finance, customs, logistics, industrial park, science and technology, and culture cooperation, truly benefited enterprises and the people of both sides.

At present, CAEXPO has formed about 30 meetings,forums and related activities in such fi elds of culture, digital education, tourism, public health, science and technology,environmental protection and youth, contributed to the aggregation of official and folk mechanisms in Nanning such as China-ASEAN Technology Transfer Center and China-ASEAN Entrepreneurs Confederation, and enhanced its brand effect.

“There are high-level forums in such exhibition areas as production capacity, science and technology,environmental protection, meteorology and electricity.At the same time, every other exhibition area will hold professional matching conferences. At present, the number of forum, and economic and trade matching activities of each session of the CAEXPO are over 30 and 80,respectively, covering more and more areas, with higher added value,” said Wang Lei.

Perfecting the upstream and downstream industrial chains

During November 16-19, 2018, the 2018 CAEXPO Forest & Wood Products Exhibition was successfully held in Nanning, which has displayed the forestry industry chain, including redwood furniture, forestry equipment,advanced forestry technology project,and forest products from ASEAN countries, formed a front window for all-round exchanges and cooperation between China and ASEAN, and got the praise from enterprises.

“We have participated in the main exhibition and forest exhibition of CAEXPO. The brand of CAEXPO is what we are looking for, and we sold hundreds of thousands of goods during this September,” said Mr. Nguyen, the head of Vietnam Wuxia Co., Ltd. His company had participated in CAEXPO Forest & Wood Products Exhibition for 4 times and had achieved good results.Also, it opened a branch in Pingxiang,Guangxi.

Since 2010, by building the upstream and downstream industrial chains,CAEXPO Forest & Wood Products Exhibition, successfully held for 9 sessions, has become the largest professional exhibition under the CAEXPO, and an important part for the CAEXPO to extend its value chain.

In recent years, with the deepening cooperation between China and ASEAN,the annual CAEXPO has been unable to meet the diversi fi ed needs of enterprises.So, how to include as many contents of interest as possible in the limited exhibition area? And how to extend services and build a complete upstream and downstream industrial chain? For this reason, since 2009, CAEXPO has set up agricultural exhibition, forest exhibition, tourism exhibition, cultural exhibition, animation exhibition and other professional exhibitions successively, extending the value chain of the exhibition in time and space,transmitting more industry information to the participants and facilitating more cooperation.

For example, at the 2018 CAEXPO Cartoon, Animation & Games Exhibition, the organizing committee not only held series of activities such as the China-ASEAN E-Sports Carnival,but also held the B2B Business Development Exhibition and the B2C Consumer Exhibition, providing broad platform for related enterprises of China and ASEAN, and attracting more than 100 customers from 18 countries along the Belt and Road.

“The organizers should design the contents and activities of exhibitions according to the upstream and downstream of industrial chain, and accurately organize exhibitions and attract investment, so as to create more value-added effects,” said Wang Lei.

Innovating and extending exhibition service

The 2018 CAEXPO Forest& Wood Products Exhibition

It would be not difficult to find that in the past two years, there were many new highlights of the CAEXPO in its hardware and software facilities: The newly-founded certificate hall, venue for opening ceremony, news center,customs warehouse, parking lot, and restaurant in Nanning International Convention & Exhibition Center, as well as the new Howard Johnson CAEXPO Plaza Nanning.

In recent years, as China and ASEAN make increasingly close cooperation,CAEXPO has rebuilt and planned the roads around Nanning International Convention & Exhibition Center to forge the Nanning Convention & Exhibition Business District linking the surrounding circles of business, culture and leisure,so as to build exhibition service chain,and create an enabling environment for catering, transport, security,transportation, customs and so on.

In addition, it is worth mentioning that in 2018 Guangxi International Expositions Bureau carried out the system and mechanism reform, and established Guangxi International Expositions Group to create more valueadded services for customers.

“Guangxi International Expositions Group as the main operating entity of the CAEXPO will combine the brand value of CAEXPO with the resources of Nanning International Convention &Exhibition Center to create an exhibition service chain,” said Wang Lei. In the future, Guangxi International Expositions Group will undertake such businesses as inviting investment and exhibition, brand operation, and exhibition services of CAEXPO, operate hotels, business of fi ces and property of exhibition business circle,expand related business forms centering on the upstream and downstream of the exhibition industrial chain, and timely introduce diversified capital and cooperation within the industry.