The development of China's exhibition industry faces many problems, such as the response to major changes in the environment, the development, utilization and integration of resources, the balance between industrial factors and business activities, and the straightening out of various basic relationships. However, when formulating a development strategy, efforts cannot be made evenly. To formulate a successful development strategy, we must grasp the key to success. That is to say, it is recognized that among various problems, only a few problems determine the efficiency and results of China's exhibition industry, determine whether the entire exhibition industry can become bigger and stronger, and determine the overall success of China's exhibition industry.
Determining the keys to success is not easy, but there are rules to follow. The key is always the bottleneck. Overcoming your biggest limiting factor is the key to success. This is also a replica of the wooden barrel theory. The shortest piece of wood determines how much water the entire barrel can hold.
In the past few years, China's exhibition industry has developed rapidly. From the perspective of exhibition environment, facilities, types, scale, role, influence, etc., China has become a major exhibition country in Asia and an exhibition center in Asia. However, how to change from a large exhibition country to a strong exhibition country requires further thinking.
One of the keys to making China's exhibition industry bigger and stronger is to develop the exhibition industry cluster and increase the added value of the exhibition industry
The 16th National Congress of the Communist Party of China proposed the strategic thinking of developing high value-added processing manufacturing industry, and believed that it is more important to High value exists in high-tech and high value-added industries. In fact, in any industry, higher value is reflected in added value.
So, how to increase the added value of the exhibition industry? I believe that developing the exhibition industry cluster is a basic measure.
In order to explain what an industrial cluster is, I would like to use the international football industry as an analogy. The reason why European football is developed is not just because its football level is higher. The key is that the football industry is prosperous and has formed an industrial cluster and Compared with football, the football industry group belongs to the added value of football. The level of football in South America is also high. The difference lies in the low added value of football. Take a look at football in Europe today. Football babies are on the scene, and their charm is no less than that of football stars. Football products are booming, and their income is much higher than football tickets. Football lottery continues to heat up, and its popularity is no less than that of football matches. These are only the surface parts of high added value. The values hidden behind them, such as solving employment problems and enriching citizens’ entertainment, have all played a positive role.
The ancient Chinese also knew about high added value. This is why Lu Youyou’s work goes beyond poetry. We can say that Kung Fu adds value.
The exhibition industry is comparable to the football industry, and it also has the potential to develop related industry groups and increase added value.
Exhibitions are inherently public activities and can be derived from many complementary public activities. For example, a cosmetics exhibition can derive entertainment activities such as star sister elections and form some entertainment brands. Not long ago, Hunan Entertainment Channel held the annual star sister election. The finals have not yet started, but the star sister champion has already been booked by a well-known domestic cosmetics company. It can be seen that the commercial added value of such activities is great. Developing related industries of the exhibition industry and forming an exhibition industry cluster is not only to obtain the added value attached to the exhibition value, but is also the best way to build momentum for the exhibition brand. The formation of the exhibition industry cluster is conducive to making the brand exhibition form a star cluster. Monthly situation, comprehensively improve the value of the exhibition itself, thereby turning the exhibition into a powerful marketing tool that affects consumer concepts, creates fashion trends, and forms hot markets. For example, France holds international fashion shows every quarter. Through a variety of activities, it promotes the latest aesthetic concepts of fashion to global consumers, creates and guides the market to accept fashion trends.
The value of the exhibition industry is a layered step. First, the most basic value of an exhibition is the value of information dissemination. The products displayed at the exhibition are different from those displayed in the store. For the audience, their real value lies in the inherent information and meaning of the exhibits. In other words, the purpose of holding an exhibition is to allow visitors and exhibitors to exchange information with each other. A successful exhibition allows visitors to obtain information from multiple angles and interact with exhibitors. The quality of information visitors obtain is the quality of the exhibition. Therefore, information is the cornerstone of the exhibition. The characteristics of exhibition, a form of information exchange, that other forms of information exchange do not have are its physicality, intuitiveness and concentration. This is the fundamental reason for the existence and development of exhibitions. This is the basic value of the exhibition. The derivative meaning of the centralized nature of the exhibition is its event nature, which can attract many news media and produce eyeball effects. This is its inherent potential to derive related activities, develop related industry groups, and increase its added value.
Second, the brand development of the exhibition brings a second level of value to the exhibition (already considered added value), which is certification value. We know that third-party certification is a common and important operating mechanism in the market economy and a witness between producers and consumers. The rise of the third-party certification industry shows that its demand is strong. Well-run exhibitions can also play this certification role. In other words, the exhibition has a certification function. Many exhibitions have multiple award-winning activities attached to them, and many businesses want to indicate that they have won a gold medal in a certain exhibition in their product promotions and product packaging. This is an important reflection of the value of this certification.
Thirdly, a well-designed exhibition can also bring an experience, which is to give visitors a kind of spiritual shock, give visitors happiness, and experience something they have never experienced before coming to visit. And experience is valuable. People spend money to travel, watch theatrical performances, visit museums, etc., all in search of an experience. The development of experience value is currently lacking in commercial exhibitions. However, this is a key to transforming from ordinary exhibitions to brand exhibitions, and from basic value to added value. An exhibition that can bring experience to visitors must have a distinct theme and unique style, and must be able to stimulate visitors from their senses to emotions to thinking, and ultimately to action.
Fourth, if an exhibition can bring a strong experience to visitors, it will form a polarization and magnetization effect on the visitors' minds. This effect is strong enough and may be solidified into a concept. An exhibition that can advocate and spread a concept has its own soul and can influence consumer behavior. It may become popular in the consumer market and cause a revolution in the mode of production in the market for means of production. This is because consumption concepts are a huge driving force for consumption.
Fifth, the highest level of exhibition is to become the spiritual leader of a consumer group. This developed from the concept of communication. An exhibition that reaches the realm of spiritual leadership is to become an appraiser and protector of a certain lifestyle in accordance with a set of clear values that have been set. Through the exhibition and its various related activities, it brings people's understanding of the concepts advocated. Understand, thereby creating a universal value concept or value belief platform for the majority of exhibitors, bringing huge business effects.
From this step of increasing the value of an exhibition, we can see that the higher we go, the more blurred it becomes, the stronger its tolerance, and the higher its added value. This is a process from real to virtual, from low added value to high added value, and from low inclusive capacity to high inclusive capacity. In this development process, it is inseparable from the interaction and symbiosis with related activities. The higher the level, the more it needs to be coordinated with related activities, and the more related activities it can drive. At the highest level of exhibition development, exhibitions have a huge influence on consumers and authoritative leadership on exhibitors. Its related industry groups will be very huge, and its added value will also be considerable.
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