According to the statistics of the relevant departments of the Ministry of Commerce, in 2003, of the total exhibition income of 8.635 billion yuan in the country, Guangdong amounted to 3.24 billion yuan, accounting for more than 37% of the country. Zhejiang was RMB 1.14 billion, accounting for more than 13% of the country. From the distribution of professional exhibition companies, there were 876 companies in Guangdong and 114 companies in Zhejiang by the end of 2003. At present, Zhejiang has initially formed a convention and exhibition economic city cluster with Hangzhou-Ningbo as the central axis, including Wenzhou, Yiwu, Shaoxing, Yuyao and Taizhou. Guangdong has formed the Pearl River Delta Convention and Exhibition Economic Belt with Guangzhou-Dongguan-Shenzhen as the central axis including Foshan, Zhuhai and Shantou, and the two exhibition peaks with two sessions of the Canton Fair as the entry point, and private exhibition enterprises as the main force, including design and construction, pavilion services, exhibits transportation, exhibition consulting and other extended services such as advertising and printing, hotels, restaurants, entertainment and tourism as an integral whole. The "tertiary industry consumption chain" and related industry clusters integrating with catering, entertainment and tourism.
1. Comparison of exhibitions
According to the survey on the exhibition industry in Zhejiang Province, 345 exhibitions of various kinds were held in 2004, with an average of nearly one per day, among which 56 exhibitions with the name of "international" accounted for 16.2%. From the main exhibition city of Hangzhou, Ningbo, Yiwu exhibition situation, the scale of the road and the city's functional orientation of the color gradually increased. Hangzhou exhibition topics are mainly concentrated in painting and calligraphy art, education science and technology and life consumption. Ningbo exhibition projects, economic and trade exhibitions accounted for a higher ratio, to light industrial products, daily consumer goods. Yiwu, relying on the advantages of the country's largest distribution center and export base for small commodities, has gradually increased the number of exhibitions under the brand name of Yiwu, such as hardware and electrical appliances, knitted garments, toys, green food, furniture, sports and cultural goods, handicrafts, printing and packaging, beauty salon equipment and cosmetics, and other large-scale domestic and foreign professional exhibitions have settled in Yiwu. On the whole, the exhibition topics of Hangzhou exhibitions are more concentrated in leisure and consumer life, Ningbo is relatively concentrated in the more export-oriented exhibitions, and Yiwu has successfully held the China Commodity Expo with the help of the influence of the brand extension effect of the expansion of a better realization.
According to the survey on the situation of exhibitions held in 18 exhibition halls in Guangdong, in 2004, the number of exhibitions in Guangdong was 336, of which there were 145 exhibitions of 5,000-20,000 square meters, accounting for 43%, and 60 exhibitions of more than 20,000 square meters, accounting for 18%. At present, exhibitions in Guangdong are mainly concentrated in Guangzhou, Shenzhen and Dongguan. Guangzhou held 116 exhibitions, and international exhibitions increased by nearly 60% compared with the same period last year. "International Building Materials Exhibition", "South China Furniture Fair", "Canton Fair", "Beauty and Beauty Development", "The exhibition area of the International Automobile Exhibition was over 100,000 square meters. 65 exhibitions were registered by Shenzhen government departments in 2004, of which 50% were under 10,000 square meters, 40% were between 10,000 and 30,000 square meters, and about 10% were over 30,000 square meters. Such as the High Tech Fair, International Furniture Fair, China (Shenzhen) International Clothing Fair, Shenzhen International Gift Fair, Shenzhen Residential Fair, Shenzhen International Jewelry Fair, etc. In 2004, Dongguan*** held more than 60 exhibitions and fairs with 35,916 booths. Dongguan Electricity Fair, China (Humen) International Clothing Fair and International Famous Furniture (Dongguan) Exhibition are the three major exhibitions in Dongguan. From the content of the exhibition topics, the exhibition focuses on industries with strength mainly in Guangdong, which shows that the development of the exhibition industry is in line with the requirements of industry development.
Table 3: Classification of Exhibitions in Hangzhou in 2004
Related Indicators
Exhibition Categories Total
Number of Exhibitions (No.) Proportion of Total Exhibitions Held (%) Number of Exhibitions Held
(No.) Proportion of Exhibitions Held
(%)
Life and Consumption 25 11.2 25 16.3<
Books, paintings and arts 81 36.3 36 23.5
Building materials and decoration 12 5.4 12 7.8
Real estate 9 4 7 4.6
Human resources 8 3.6 8 5.3
Education and technology 30 13.5 13 8.5
Environmental protection and sports 1 0.4 1 0.7
< p>Other Categories 57 25.6 51 33.3Total 223
100
153
100
Table 4: Classification of Major Industries of Guangdong Exhibitions in 2004
Exhibition Categories Number of Exhibitions (nos.) Proportion to the Total Number of Exhibitions Held (%)
Texile Clothing, Leather, Footwear and Related Equipment 34 11%
Automation, Machinery, Machine Tools, Hardware Materials, Moulds, Food Instrumentation, Measuring and Related Equipment 34 11%
Food, Beverage, Tobacco, Public **** Catering, Hotel and Related Equipment 21 7%
Transportation, Traffic, Vehicles, Exhibition and Related Equipment 20 6%
Electronics, Electricity, Multimedia and Household Appliances 21 7%
Toys, Gifts, Handicrafts, Daily Goods and Related Equipment 21 7%
Consumer Goods and Services 25 8%
Total 176 52%
Table 5: Exhibitions held in Major Cities of Zhejiang and Guangdong in 2004
Province
Location of the City No. of exhibitions held
Having international brand exhibitions
(certified by UFI)
All the year Among them
Exhibition scale
International share of 20,000 sq.m.
Over 20,000 sq.m.
Hangzhou, Zhejiang 223 28 12.5% 4
/
Ningbo 39 12 30.7% 7
Wenzhou 35 7 20% 2
Total 297 47 15.8% 13
Guangdong
Guangzhou 158 63 39.9% 39
3
Shenzhen 65 21 32% 15
Dongguan 63 17 27% 9
Total 286 101 35% 63
2. The situation of exhibition companies
Since the establishment of Zhejiang exhibition market in the early 1990s of the last century, after more than 10 years of cultivation, the main body of its activities has been the development of a number of then to the current in the register of more than 300, especially in recent years, in the main cities of a number of exhibitions with the exhibition of the strong strength of the professional exhibition company to join the Zhejiang exhibition market has injected vitality. Zhejiang exhibition market has injected vigor. Among the professional member units, there are 12 units with registered capital of more than 1 million yuan (including 6 units with more than 3 million yuan, and only 1 unit of Zhejiang Yuanda International Exhibition Company, a professional exhibition company) and 121 units with less than 500,000 yuan.
Guangdong in the industrial and commercial bureau of the business scope of registration contains exhibition, exhibition, display, exhibition exhibition company has nearly 10,000, the main exhibition business of more than 2,000. Among them, there are 1,362 companies in Guangzhou whose business scope includes exhibition, exhibition, display, exhibition and marketing, and 353 companies mainly engaged in exhibition business, and there are 236 companies registered by the Industrial and Commercial Bureau in Shenzhen with exhibition planning, exhibition design, exhibition construction and exhibition-related services. Guangdong exhibition companies are generally small, the direction of investment has not formed a diversified, not to mention the formation of large-scale operations.
3. Exhibition education, research institutions, training market
Zhejiang humanities environment is superior, education advantage is obvious, for the development of exhibition education provides unique favorable conditions, in 2002, zhejiang economic and trade vocational and technical colleges first set up exhibition and advertising; zhejiang tourism vocational college opened the exhibition management professional; zhejiang university city college set up exhibition and advertising professional; Zhejiang Wanli College Exhibition Economy and Management; Zhejiang Shuren University Exhibition Management; Zhejiang Yuying Vocational and Technical College Conference and Exhibition Management; Zhejiang Institute of Science and Technology Exhibition Management Zhejiang Institute of Commerce and Technology Vocational College opened the exhibition design has been included in the 2005 enrollment plan. Among them, Zhejiang University City College and Macao University of Science and Technology, Zhejiang Shuren University and the Hong Kong Polytechnic University.
Guangdong has Guangzhou University Sino-French Tourism College in tourism management under the opening of the exhibition and business tourism (Sino-French project) and exhibition business management professional direction; Sun Yat-sen University in tourism and leisure professional opening of the festival and exhibition management direction; Guangzhou, the second business school in the marketing professional opening of exhibition and marketing direction; Guangdong Province, the College of Business School of Tourism. It is also understood that the School of Management of Sun Yat-sen University and the School of Tourism of South China University of Technology are planning to open a major in convention and exhibition economics and management. Among them, Guangzhou University Sino-French Tourism College is formed by the Guangzhou Municipal Government and the French Ministry of Education **** with the signing of the agreement.
Convention and exhibition research institutions in Zhejiang in the country ranks first, emerged like the Zhejiang Asia-Pacific Convention and Exhibition Industry Development Research Institute, Zhejiang University City College Convention and Exhibition Research Institute, Zhejiang Wanli Institute of Convention and Exhibition Research Institute, Zhejiang Institute of Science and Technology, Sino-German Cooperation Baker Exhibition Research Institute, Zhejiang Institute of Economics and Trade Vocational and Technical College of the Oriental Exhibition Research Institute and a number of scientific research strength of a number of professional organizations; Guangdong's convention and exhibition research institutions are not complete, at present, Guangzhou University Guangzhou Development Institute is not the best. At present, the Guangzhou Development Research Institute of Guangzhou University has set up a research institute of conference and exhibition industry, with 5 researchers and 3 people above the vice high level.
Zhejiang conference and exhibition training market is mainly based on the province, the research institutions in the training program are to play their own advantages, to achieve better social benefits, such as Zhejiang Asia-Pacific Conference and Exhibition Industry Development Institute for the province's small and medium-sized enterprises to open up the international market services organized by the seminar training courses, welcomed by the participants in the industry to produce a certain impact. Guangdong's conference and exhibition training market has just started. The Tourism College of Guangzhou University has carried out some training projects, such as the serialized training of the Oriental Hotel, ASEAN Expo; Jiao Tong University and Qiaoxin Group have the training of "convention and exhibition planning and management" in Guangzhou; the Training Center of the Ministry of Commerce carries out the training of "International Exhibition Planning and Marketing Advanced Training Class"; Shenzhen Gan Guan Vocational Training Center to carry out the "Convention and Exhibition Vocational Induction Certificate Training and Counseling Station" Comparatively speaking, the current convention and exhibition training is still only a short-term training, and the systematic cultivation of professional talents required by a large number of convention and exhibition enterprises is basically still a blank.
4. Convention and exhibition industry association
In order to accelerate the pace of convention and exhibition industrialization in Zhejiang, some major convention and exhibition cities have successively included the establishment of industry associations in the government's work program. At present, three conference and exhibition industry associations have been established, namely Hangzhou Conference and Exhibition Industry Association, Ningbo Conference and Exhibition Industry Association and Wenzhou Conference and Exhibition Industry Association. There are 167 association member units in various places***, including 47 in Hangzhou, 57 in Ningbo and 63 in Wenzhou; among the professional member units, there are 12 units with registered capital above 1 million yuan and 121 units with less than 500,000 yuan. In addition, Zhejiang International Convention and Exhibition Association is under preparation. The establishment of the Association of Convention and Exhibition Industry has constructed a standardized and orderly market of convention and exhibition industry for the regional cities of Zhejiang Province, and it directly carries out the management by formulating unified industry norms, holding regular meetings, organizing all kinds of business training courses, publishing professional journals, exchanging information, promoting advanced and scientific management methods and operation methods, evaluating qualifications of organizers of exhibitions, and conducting fair auditing of important data of exhibitions, etc., and improving the management through integration accordingly. It also directly manages and, through integration, correspondingly improves the level and grade of organizing regional professional exhibitions and promotes the technical progress of the conference and exhibition industry.
In September 2001, Guangdong Conference and Exhibition Association was formally established. Guangdong conference and exhibition industry association is by the China council for the promotion of international trade in guangdong province trade promotion system of the branches, branches and related enterprises and institutions, social groups and individuals jointly initiated, voluntarily formed the industry, local, non-profit association. Foshan City Conference and Exhibition Industry Association was formally established in August 2004. It is understood that Guangzhou Convention and Exhibition Industry Association and Dongguan Convention and Exhibition Industry Association have also entered the preparatory stage. Shenzhen Conference and Exhibition Industry Association was founded in 1989, with 138 members, consisting of organizers of Shenzhen exhibition and conference industry and all related service companies. At present, the association has set up a news center, under a newspaper, a magazine and a website. In the past two years, Shenzhen Convention and Exhibition Association has made six national firsts: the first national regulation of the exhibition industry was introduced in 2003; the first website of the national exhibition association was created in 2003; the first national exhibition decoration tender was implemented in 2003; the first national qualification assessment standard for exhibition enterprises, design and construction was introduced in 2004; the first exhibition service alliance was established in 2004; the first national exhibition service alliance was developed in 2004; the first exhibition service alliance was established in 2004; the first exhibition service alliance was established in 2004; and the first exhibition service alliance was established in 2004. In 2004, the first exhibition service alliance was established; in 2004, the first exhibition management system with international first-class level was developed.
Overall speaking, at present, Zhejiang and Guangdong associations' self-construction still highlights the problems of poor system and lack of vitality. With the nature of the industry association requirements of representativeness, autonomy and non-profit-making, as well as the operation of the required standardization, internationalization, specialization is still a big gap.
Three, zhejiang and guangdong conference and exhibition development positioning strategy
1. zhejiang, guangdong conference and exhibition characteristics of analysis
zhejiang conference and exhibition industry development characteristics: one is the development of the conference and exhibition industry development and industrial development to promote each other, such as yiwu international small commodities exposition is the promotion of its small commodities market; the second is the conference and exhibition industry blossomed all over the world, the main city emerged a number of conference and exhibition brand. Such as Yiwu International Commodity Fair, Ningbo International Consumer Goods Fair, Hangzhou West Lake Expo, Wenzhou Light Industrial Products Expo, Shaoxing Textile Expo, Yongkang Hardware Expo, Zhuji Hosiery Expo, Shengzhou China Necktie Festival, Haining Leather Expo, Taizhou China Plastic Trade Fair, China Daily-use Commodity Trade Fair, China Automobile Industry Expo; Thirdly, the government's guiding role is obvious. Zhejiang has a certain impact on the exhibition are government-oriented exhibitions, such as Hangzhou West Lake Fair, Ningbo Zhejiang Trade and Investment Fair, Yiwu International Commodity Fair. Government-organized exhibitions have a great influence on the development of the industry, but not conducive to the long-term development of the market; Fourth, the private exhibition companies have less power and have not formed a large-scale operation. In addition, the exhibition is not enough to utilize foreign capital, the international well-known exhibition companies allied with less Zhejiang; Fifth, the exhibition hall facilities are not enough area, can not meet the rapid development of the exhibition needs of Zhejiang; Sixth, Zhejiang exhibition personnel training, research is in the forefront of the country, but did not form their own research characteristics.
The development of Guangdong exhibition industry is characterized by the following features: firstly, the development of exhibition industry is fast, the total amount of exhibition is large, and there are many industries involved. Guangdong conference and exhibition industry has seen rapid development in the past decade or so, showing a jumping upward trend. Secondly, a number of exhibition brands have emerged. Guangdong Province's conference and exhibition industry in the development of continuously expanding the scale, upgrading grade, to create a number of brand-name exhibitions. In addition to the "China's first exhibition" Canton Fair, Shenzhen's Fair has become a famous brand in the domestic conference and exhibition industry. There are also a number of professional exhibition brands that have great influence in the industry and the region, such as Beauty Development and International Furniture Expo, Building Materials, Lighting and other exhibitions, as well as Clothing Exhibition, Gold and Jewelry Exhibition, Watch and Clock Exhibition, Toys and Gifts Exhibition, and Computer Information, Automobile Exhibition and so on. Third, the government-led exhibition is a major highlight. 2004, the first government-sponsored exhibitions are: China International Small and Medium Enterprises Expo, China International Audio and Video Expo, as well as Shenzhen's China Cultural Industry Expo, Guangzhou Manufacturing Equipment Expo and so on. These exhibitions due to the high specification, large investment, publicity, has appeared on the extraordinarily striking. Fourthly, the exhibition company is generally small in scale, and the investment direction has not formed diversification, not to mention the formation of scale operation. Guangdong exhibition of private main body of the development of fast, from the exhibition center institutions to exhibition organizers, private and joint-stock companies began to play a leading role. Fifthly, the facilities of exhibition halls have been significantly improved. The total indoor exhibition area has reached 1,200,000 square meters, ranking the first among all provinces and cities in China. The supporting service facilities of exhibition halls in Guangdong are poor, and there is already the problem of overheating in the construction of exhibition halls. Sixthly, the training of exhibition talents in Guangdong is not commensurate with the speed and scale of development of the exhibition industry. At present, there is only the professional direction of exhibition operation and management in Guangdong, and there is not yet a formal profession of exhibition economy and management as in Beijing and Shanghai; in addition, Guangdong's exhibition training is mainly short-term vocational training, and the cultivation of vocational talents is basically still a blank.
2. Analysis of Zhejiang and Guangdong's convention and exhibition strategies
To make the convention and exhibition industry become a pillar industry, Zhejiang's development strategy is:
One is to make use of the regional economic status of the Yangtze River Delta, to make full use of the location advantages of being adjacent to Shanghai, close to Taiwan, with convenient transportation and abundant resources, and to coordinate and cooperate with each other and with the Yangtze River Delta, as well as to make full use of the advantages of being adjacent to Shanghai, near Taiwan, with convenient transportation, and abundant resources, and to coordinate and cooperate with each other and the Yangtze River Delta. Coordination and cooperation between cities, as well as the highly internationalized development of the exhibition industry in the cities of the Yangtze River Delta, increase the efforts to actively connect with Shanghai's exhibition industry and actively expand the exhibition cooperation with the Asia-Pacific region; secondly, to make use of the promotion effect of the World Expo to strengthen the government's macro-control and optimize the allocation of resources, and to increase the effect of the linkage of the exhibition economy; thirdly, for the obvious advantages of foreign trade development in Zhejiang, to make full use of the advantages in the development of foreign trade, the convenient transportation and the rich resources. Zhejiang obvious foreign trade development advantage, in the exhibition to increase the development of investment, international trade, international shipping, labor export and international exhibition, international conference at the same time as the pillar of opening up of zhejiang province, support zhejiang comprehensive opening up of the new framework; four is to combine with the industrial advantage, encourage the block economy enterprises to participate in all kinds of trade fairs and exhibitions (bo) exhibition, organize and carry out the theme of the international procurement of zhejiang special commodities exhibition, and strive for the main exhibition economy. Zhejiang characteristics of the commodity exhibition, and strive to the main commodity markets and characteristics of the economic region of the block economy to become the international buyers of the production base and supply base; Fifth, in the hardware in the main region to increase investment in the construction of international standards of the scale of the exhibition hall and the introduction of a series of software incentives and preferential policies; Sixth, in the training of personnel to avoid the situation of the full blossom of the level of development, differences in the development of the level. In short. Zhejiang to further strengthen the manufacturing exhibition in Ningbo, Wenzhou, Hangzhou, leisure, conference, tourism, the development of the trinity of the exhibition pattern. To strengthen the organization of large-scale international conferences, through the convention and exhibition industry as a power industry, improve the content of science and technology, strengthen regional cooperation, will realize the Zhejiang economy to a higher level of overall promotion.
The main idea of the development of Guangdong's exhibition industry is: guided by the scientific concept of development, relying on the advantages of Guangdong's manufacturing industry, especially the 9 pillar industries, the advantages of the exogenous economy and the close connection with the international market, and the advantages of the location at the intersection of China-ASEAN Free Trade Area and the Pan-Pearl River Delta (Pan-PRD) Economic Circle, to push forward the comprehensive development of the exhibition industry. Specifically: firstly, to rationalize the institutional relationship, focusing on the use of economic and legal means of regulation and supervision; secondly, to formulate the planning of the exhibition industry as soon as possible, as well as the industrial policy, to specify the key exhibition cities, to strengthen the coordination of exhibition affairs between exhibition cities, to speed up the legalization of the exhibition industry, to establish and improve the exhibition industry's regulation and policy system, to regulate the order of the exhibition market, and to formulate and implement the rules of the industry's services; Thirdly, strengthen the self-construction of business associations and attach importance to the role of CCPIT, as well as relevant intermediary service organizations such as business associations. Improve the exhibition public ****service system including associations, standards, statistics, training, surveys; four is to strengthen the support and protection of well-known exhibition enterprises and exhibitions; five is to actively promote the cooperation with Hong Kong and Macao exhibition industry; six is to combine with other production services such as logistics, business services, etc., to attract more foreign exhibition enterprises to set up in Guangdong, and to improve the internationalization of the exhibition industry in Guangdong.