Comparison of exhibition development between Zhejiang and Guangdong

According to statistics of relevant departments of the Ministry of Commerce, in 2113, of the total exhibition revenue of 8.635 billion yuan in China, Guangdong was 3.24 billion yuan, accounting for more than 37% of the whole country. Zhejiang is 1.14 billion yuan, accounting for more than 1.3% of the national total. According to the distribution of professional exhibition companies, there were 876 in Guangdong and 114 in Zhejiang by the end of 2113. At present, Zhejiang has initially formed an exhibition economic city group 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 the two Canton Fair as the breakthrough point, with private exhibition enterprises as the main force, including design and construction, exhibition hall services, exhibition transportation, exhibition consultation, and other extended services, such as the "tertiary industry consumption chain" and related industrial clusters integrating advertising, printing, hotel catering, entertainment and tourism.

1. Comparison of exhibitions

According to the survey of the exhibition industry in Zhejiang Province, there were 345 exhibitions in 2114, with an average of nearly one exhibition every day, of which 56 were crowned with "international" names, accounting for 16.2%. Judging from the exhibitions in the main exhibition cities of Hangzhou, Ningbo and Yiwu, the ways of scale and the colors oriented by urban functions are gradually increasing. The exhibition topics in Hangzhou mainly focus on painting and calligraphy art, education technology and life consumption. Among the exhibition projects in Ningbo, economic and trade exhibitions account for a high proportion, mainly light industrial products and daily consumer goods. Yiwu relies on the advantages of the country's largest small commodity distribution center and export base, and the number of exhibitions with Yiwu as its brand has gradually increased. Large-scale professional exhibitions at home and abroad, such as hardware and electrical appliances, knitted garments, toys, green food, furniture, cultural and sports supplies, handicrafts, printing and packaging, beauty salons and cosmetics, have settled in Yiwu one after another. Generally speaking, at present, the topics of exhibitions in Hangzhou are more concentrated on leisure and life consumption, while Ningbo is relatively concentrated on exhibitions with strong export-orientation, while Yiwu has achieved the expansion of brand extension effect with the help of the influence of successfully hosting China Small Commodities Fair.

according to the survey of exhibitions held in 18 exhibition halls in Guangdong, in 2114, there were 336 exhibitions in Guangdong, of which 145 were 5111-21111 square meters, accounting for 43%. There are 61 with an area of more than 21,111 square meters, accounting for 18%. At present, the exhibitions in Guangdong are mainly concentrated in Guangzhou, Shenzhen and Dongguan. Guangzhou held 116 exhibitions, and international exhibitions increased by nearly 61% compared with the same period last year. The exhibition areas of "International Building Materials Exhibition", "South China Furniture Exhibition", "Guangbo Fair", "Beauty Development" and "International Automobile Exhibition" are all over 111,111 square meters. In 2114, there were about 65 exhibitions registered by Shenzhen government departments, accounting for about 51% of the exhibitions below 11,111 square meters; About 41% of 1-31,111 square meters; Exhibitions over 31,111 square meters account for about 11%. Such as Hi-Tech Fair, International Furniture Fair, China (Shenzhen) International Fashion Fair, Shenzhen International Gift Fair, Shenzhen Housing Fair, Shenzhen International Jewelry Fair, etc. In 2114, Dongguan held more than 61 exhibitions and fairs with 35,916 booths. Dongguan Electric Expo, China (Humen) International Clothing Fair and International Famous Furniture (Dongguan) Exhibition are the three major exhibitions in Dongguan. From the content of the exhibition, the industries concentrated in the exhibition are mainly those with strength in Guangdong, which shows that the development of the exhibition industry is consistent with the requirements of the industry development.

Table III: List of exhibitions in Hangzhou in 2114

Related indicators

Total number of exhibition categories

Proportion of exhibitions (pieces) to the total number of exhibitions held (%) Proportion of exhibitions held

(pieces)

(%)

Household consumption category 25 11.2 25 16.3 < 36.3 36 23.5

building materials decoration 12 5.4 12 7.8

real estate 9 4 7 4.6

human resources 8 3.6 8 5.3

education science and technology 31 13.5 13 8.5 < P > environmental protection sports category 1 1.4 1 1.7

other categories 57 25.6 51 33.3

total 223

111

153

111

Table 4: List of main industries of Guangdong exhibitions in 2114

Number of exhibitions in exhibition categories (units) accounted for exhibitions held. Proportion of the total (%)

Textile, clothing, leather, footwear and related equipment 34 11%

Automation, machinery, machine tools, hardware materials, molds, food instruments, measuring and related equipment 34 11%

Food, beverages, tobacco, public catering, restaurants and related equipment 21 7%

. Exhibition and related equipment 21 6%

Electronic, electrical, multimedia and household appliances 21 7%

Toys, gifts, handicrafts, daily necessities and related equipment 21 7%

Consumer goods and service products 25 8%

Total 176 52%

Table 5: Zhejiang in 2114, List of exhibitions in major cities in Guangdong

Province

Number of exhibitions (fairs) held in cities (units)

It has an international brand exhibition

(certified by UFI)

In the whole year, it exhibited

the international proportion was over 21,111 square meters

Zhejiang Hangzhou 223 28 12.5% 4

/

Ningbo 39 12 31.7% 7

Wenzhou 35 7 21% 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 286 111 35% 63

2. Exhibition companies

Since the establishment of Zhejiang exhibition market in the early 1991s, after more than 11 years' cultivation, its activity subjects have grown from several at that time to more than 311 at present, especially in recent years. Among the professional member units, there are 12 companies with registered capital of more than 1 million yuan (including 6 companies with registered capital of more than 3 million yuan and only 1 professional exhibition company of Zhejiang Yuanda International Exhibition Company) and 121 companies with registered capital of less than 511,111 yuan.

Guangdong has nearly 11,111 exhibition companies including exhibitions, exhibitions, exhibitions and exhibitions in the business scope registered by the Administration for Industry and Commerce, and more than 2,111 companies are mainly engaged in exhibition business. Among them, there are 1,362 companies in Guangzhou that include exhibitions, exhibitions, exhibitions and exhibitions, 353 of which are mainly engaged in exhibition business, and 236 companies in Shenzhen that have exhibition planning, exhibition design, exhibition construction and exhibition-related services via industrial and commercial registration. At present, the exhibition companies in Guangdong are generally small in scale, and the investment direction has not formed diversification, let alone scale operation.

3. Exhibition education, research institutions and training market

Zhejiang has a superior humanistic environment and obvious educational advantages, which provides unique favorable conditions for the development of exhibition education. In 2112, zhejiang economic and trade polytechnic first established exhibition and advertising majors; Zhejiang Tourism Vocational College has set up the exhibition management major; Zhejiang university city college set up exhibition and advertising major; Zhejiang Wanli University, majoring in exhibition economy and management; Zhejiang shuren university exhibition management major; Zhejiang Yuying Vocational and Technical College majored in conference and exhibition management; Exhibition management of Zhejiang University of Science and Technology The exhibition design major offered by Zhejiang Vocational College of Commerce and Technology has been included in the enrollment plan for 2115. Among them, zhejiang university city college cooperated with Macau University of Science and Technology and zhejiang shuren university cooperated with Hong Kong Polytechnic University.

In Guangdong, the China-France Tourism College of Guangzhou University has set up exhibition and business tourism (China-France project) and exhibition management under the tourism management major. Sun Yat-sen University has set up the management direction of festivals and exhibitions in the major of tourism and leisure. Guangzhou No.2 Business School opened exhibition and marketing direction in marketing specialty; Tourism College of Guangdong Business School. In addition, it is 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 set up exhibition economy and management majors. Among them, the Sino-French Tourism College of Guangzhou University was established by an agreement signed by the Guangzhou Municipal Government and the French Ministry of Education.

in terms of exhibition research institutions, Zhejiang ranks among the best in China, and a number of professional institutions with strong scientific research strength have emerged, such as Zhejiang Asia-Pacific Exhibition Development Institute, zhejiang university city college Exhibition Institute, Zhejiang Wanli University Exhibition Institute, Sino-German Baker Exhibition Institute of Zhejiang University of Science and Technology, and zhejiang economic and trade polytechnic Oriental Exhibition Institute. Guangdong's exhibition research institutions are not complete. At present, Guangzhou Development Research Institute of Guangzhou University has set up an exhibition industry research institute, with 5 researchers and 3 people above the subtropical high school.

Zhejiang convention and exhibition training market is mainly based in this province, and all research institutions have played their own advantages in training projects and achieved good social benefits. For example, the seminar and training course organized by Zhejiang Asia-Pacific Institute of Convention and Exhibition Industry Development aimed at serving the small and medium-sized enterprises in the province to explore the international market was well received by the participants and had a certain impact in the industry. Guangdong's exhibition training market has just started. The Tourism College of Guangzhou University has carried out some training projects, such as the serial training of the Oriental Hotel, the exhibition hotel, and the personnel training of the ASEAN Expo. Jiaotong University and Qiaoxin Group have training in "Exhibition Planning and Management" in Guangzhou; Advanced Seminar on International Exhibition Planning and Marketing held by the Training Center of the Ministry of Commerce in Shenzhen; Compared with the "Exhibition Professional Certificate Training Counseling Station" carried out by Shenzhen Ganguan Vocational Training Center, the current exhibition training is still only short-term training, and the systematic training of professional talents needed by exhibition enterprises is basically blank.

4. Exhibition Industry Association

In order to accelerate the pace of exhibition industrialization in Zhejiang, some major exhibition cities have successively included the establishment of industry associations in the government work plan. At present, three convention and exhibition industry associations have been established, namely Hangzhou Convention and Exhibition Industry Association, Ningbo Convention and Exhibition Industry Association and Wenzhou Convention and Exhibition Industry Association. There are 167 member units in various places, including 47 in Hangzhou, 57 in Ningbo and 63 in Wenzhou. Among professional member units, there are 12 with registered capital of more than 1 million yuan and 121 with registered capital of less than 511,111 yuan. In addition, Zhejiang International Convention and Exhibition Association is in the process of preparation. The establishment of the Convention and Exhibition Association has built a standardized and orderly convention and exhibition market for regional cities in Zhejiang Province. By formulating unified industry norms, holding regular meetings, holding various business training courses, publishing professional publications, exchanging information, popularizing advanced and scientific management methods and modes of operation, evaluating the qualifications of exhibition organizers, conducting fair audits on important exhibition data, etc., we can directly manage them, and correspondingly improve the level and grade of organizing regional professional exhibitions through integration, thus promoting the technological progress of the conference and exhibition industry.

In September p>2111, Guangdong Convention and Exhibition Industry Association was formally established. Guangdong Convention and Exhibition Industry Association is an industrial, local and non-profit association, which is jointly initiated by all branches and branches of China Council for the Promotion of International Trade and relevant enterprises, institutions, social organizations and individuals. Foshan Convention and Exhibition Industry Association was formally established in August 2114. It is understood that Guangzhou Convention and Exhibition Industry Association and Dongguan Convention and Exhibition Industry Association have also entered the preparatory stage. Founded in 1989, Shenzhen Convention and Exhibition Industry Association has 138 members, consisting of the organizers of Shenzhen exhibition and conference industry and related service companies. At present, the association has set up a news center with a newspaper, a magazine and a website. In the past two years, Shenzhen Convention and Exhibition Industry Association has made six national firsts: in 2113, the first national convention and exhibition industry regulation was issued; In 2113, the first website of the National Convention and Exhibition Association was established. In 2113, the first national exhibition decoration bidding was implemented; In 2114, the first qualification evaluation standard for exhibition enterprises, design and construction in China was issued; In 2114, the first exhibition service alliance in China was established; In 2114, the first exhibition management system with international first-class level was developed in China.

generally speaking, there are still outstanding problems in the self-construction of Zhejiang and Guangdong associations, such as unsatisfactory system and lack of vitality. There is still a big gap with the representativeness, autonomy and non-profit required by the nature of trade associations and the standardization, internationalization and specialization required by the operation.

Third, the positioning strategy of exhibition development in Zhejiang and Guangdong

1. Analysis of exhibition characteristics in Zhejiang and Guangdong

The development characteristics of Zhejiang's exhibition industry: First, the development of exhibition industry and industrial development promote each other, such as Yiwu International Commodity Expo, which promotes its small commodity market; Second, the exhibition industry has blossomed everywhere, and a number of exhibition brands have emerged in major cities. Such as Yiwu International Commodity Expo, Ningbo International Consumer Goods Expo, Hangzhou West Lake Expo, Wenzhou Light Industry Products Expo, Shaoxing Textile Expo, Yongkang Hardware Expo, Zhuji Socks Expo, Shengzhou China Tie Festival, Haining Leather Expo, Taizhou China Plastic Fair, China Daily Commodities Fair, China Automobile Industry Expo; Third, the government's guiding role is obvious. The influential exhibitions in Zhejiang are all government-oriented exhibitions, such as Hangzhou West Lake Expo, Ningbo Zhejiang Trade and Investment Fair and Yiwu International Commodity Expo. Government holding exhibitions has a great influence on the development of the industry, but it is not conducive to the long-term development of the market; Fourth, private exhibition companies are weak and have not formed scale operations. In addition, the utilization of foreign capital in exhibitions is not enough, and there are few internationally renowned exhibition companies forming alliances in Zhejiang; Fifth, the exhibition hall facilities are not enough to meet the needs of Zhejiang's rapid development of exhibitions; Sixth, the training and research of exhibition talents in Zhejiang is in the forefront of the country, but it has not formed its own research characteristics.

the development characteristics of Guangdong's exhibition industry are as follows: first, the exhibition industry is developing rapidly, with a large number of exhibitions, involving many industries. Guangdong's convention and exhibition industry has developed rapidly in recent ten years, showing a leaping upward trend. Second, a number of exhibition brands have emerged. Guangdong's convention and exhibition industry has been expanding in scale and upgrading in its development, creating a number of famous brand exhibitions. In addition to the Canton Fair, the first exhibition in China, Shenzhen Hi-Tech Fair has become a famous brand of domestic convention and exhibition industry. A number of professional exhibition brands that have great influence in the industry and region have also grown up in various places, such as the development of beauty and international furniture fairs, building materials, lighting and other exhibitions.