Voice from Four Sides: It is recommended to hold a commercial auto show separately


Cheng Ye? Defeated Jesus?

"I can't say anything. Don't mention it. You said this place in the exhibition hall. Afterwards, you won't even have tickets, or how many people will come. How effective can it be?"

During the Beijing International Auto Show, due to the exhibitors' "bureaucrats", the national exhibition venue has accommodated an unprecedented strong lineup that could not break historical records. The organizing committee decided to open up the agricultural exhibition hall as the exhibition site for domestic commercial vehicles and parts and components.

This move led to FAW, Dongfeng, Yutong's dissatisfaction with domestic mainstream commercial vehicle companies such as China National Heavy Duty Truck, Shaanxi Automobile, Sichuan Automobile and so on. Some of the exhibitors who insisted on participating in the exhibition were dissatisfied and complained.

The sales manager of a well-known bus company participating in the exhibition said: “We have done statistical analysis on people who come and visit. Professionals are less than one-fifth. They spend so much money and have so much hope that the results are not proportional to input and output. During the exhibition, we have told us which manufacturers are coming. To see here, how can there be so many? Think about it next time."

Another well-known bus company’s sales staff said: “This is an exhibition of the most 'useless' we have participated in. If we still do this next time, we do not want to come.

These are the old exhibitors exhibiting at previous exhibitions. The warm scenes they exhibited when they went out to the community were in contrast to the coldness of the farmers' pavilion. It was a sense of loss.

However, some exhibitors who exhibited for the first time felt slightly different. Because they do not have the experience of participating in the past, the expectations are not as high as the old exhibitors. Can debut at this show, so that people throughout the industry are aware of their own, even if it is a worthwhile trip.

Due to the small number of non-professional visitors in the Agricultural Exhibition Hall, relatively speaking, the environment is quieter, and it is easy to communicate and negotiate face-to-face with customers. This point has been approved by new exhibitors. Of course, new exhibitors do not deny that if they can participate in the national exhibition, especially with Chinese and foreign companies, the effect will be better than it is now.

Different companies, different goals, and whether the exhibitors have achieved the desired purpose, there are many opinions and opinions. Fortunately, there is still time for discussion.

However, an unavoidable reality is rather urgently placed in front of companies and sponsors: What should happen to such exhibitions in the next or even next year? Also like this year, commercial vehicles and passenger cars are separated from each other? Is foreign brands separate from domestic brands? If that is the case, I am afraid that the next time it will not be used as a pavilion, it will become a real passenger car show.

So, there was such a topic: simply separate the passenger car from the commercial vehicle. The following year in Beijing, or at the National Exhibition, a commercial vehicle show will be held, in line with the internationally accepted way of organizing exhibitions. Let different audience groups pick what they need and look at the auto show in a targeted manner. For example, the world-famous Frankfurt Motor Show in Germany is a passenger car show; the Hanover Motor Show held in the following year is a commercial car show.

So is this proposal feasible?

Popularity can not be less

Commercial auto show is actually a big gathering and exchange between manufacturers. The main body is of course the manufacturer itself. Therefore, the attitude of the manufacturers is the key to the success of the auto show. If mainstream manufacturers are not interested, most commercial vehicle companies are not positive. How can such an exhibition be done well?

As a result, the reporter conducted a micro survey of Chinese and foreign commercial vehicle exhibitors.

70% of Chinese and foreign manufacturers stated that they are willing to carry out the development; 30% of exhibitors insist on being with the passenger vehicle.

98% of domestic companies believe that it is necessary to exhibit with foreign companies. In this way, on the one hand, Chinese and foreign companies can all be equal in the exhibition; on the other hand, they can also allow Chinese people to include themselves, making it easier to compare with foreign advanced products. The purpose of comparison is not only to see the gap, but also to let the audience see that this gap is gradually narrowing and the level of progress of domestic commercial vehicles has been seen.

For enterprises that value their sentiment more, they still value the issue of peer-to-peer exchanges with customers. Eighty percent of Chinese and foreign companies believe that popularity is very important. Many companies have said that they know that this is an exhibition dominated by passenger cars, but because there are many people watching the show, there are many professionals. “Professionals also look at passenger cars. When he looks at passenger cars, he can also see our commercial vehicles by the way. It can achieve the effect of advertising and increase brand awareness.”

Unexpectedly, even well-known international commercial vehicle manufacturers such as Mercedes-Benz also think that exhibiting in China is mainly directed at popularity. They believe that the popularity of the auto show is the national condition of the China Auto Show. If they are really separated and only visited by professional visitors, it would be better to take the initiative to go out and find customers to face each other more effectively.

Almost all Chinese and foreign manufacturers that have been asked have expressed that popularity is an indispensable prerequisite, regardless of whether or not they are separated. If there are few manufacturers and the audience is deserted, it is certainly not positive.

The more the merrier

In fact, the issue of splitting or co-developing passenger cars and commercial vehicles is, after all, a question of market demand. If you are bound together forever, to the point where there is no space and is overcrowded, it will not work. For example, the Frankfurt and Tokyo auto shows used to be passenger cars and commercial vehicles. But to a certain extent, separation will become inevitable and will benefit all types of manufacturers and audiences. On the contrary, if the timing is not enough, insisting on a commercial vehicle show may be conducive to growth and counterproductive.

The reporter has an example on hand: In November 2002, it was also on the site of the National Exhibition that once held an “International Exhibition for Commercial Vehicles and Special Purpose Vehicles Industry”. The name was not small, but it was only used because the organization was not in place. The venue of Hall 2 in Hall 2 is still empty and there are not a few vehicle companies exhibiting. This shows the importance of the organization's operations.

The development of the exhibition this year has provided sponsors with a commercial vehicle exhibition battleground, providing a wonderful opportunity. However, it will be late to consider the next two years. Some people in the industry believe that since international passenger cars and commercial vehicles are held alternately every other year, why does Beijing not come to a single-year commercial auto show? Or is it a venue for the national exhibition, where Chinese and foreign manufacturers come together?

“This is definitely a direction. And we have already begun to try to work towards this goal.” Zhao Haiming, general manager of China Automotive International Economic and Technical Cooperation Co., one of the organizers of the previous auto show, told reporters: “We did it in Beijing last year. A commercial auto show was not effective, but we are still working hard.” Zhao Haiming said, “There are countless domestic commercial auto shows. Apart from Beijing, there are also other provinces and cities, but none succeeded. It is not enough for the commercial vehicle show. Only the firewood can be high."

The CCPIT Automobile Industry Branch is another organizer of the auto show. The vice president of the association, Ai-Yuan Zhang, believes that sub-development is a trend, but it is necessary for the market and the audience to be mature, and gradually separate effects will be good. She said that this market needs everyone to cultivate together.

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