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It can be said that the development of the exhibition industry in the lighting industry to this point is unpredictable in many industry. However, the existing exhibition economy, which is reasonable and conforms to the rapid and forward trend of the entire lighting industry, has brought a lot of convenience and assistance to the industry, and it has begun to expose some problems.
At present, more and more exhibitions of various themes are springing up. Which exhibition should the company exhibit? How to calculate the ratio of input to output of the exhibition? How to stand out from the show? As one of the important marketing methods of the company, the value of the exhibition marketing and the current stage are plagued by more and more enterprises. We are not afraid to spend money, but we are worth the money.
Yes, it is time to reflect on the exhibition marketing.
Viewing the status quo Convention and exhibition economy development is not a general market, there is demand, and today's exhibition economy development is not only unusual, but also flying.
First, the mature exhibition: the opening of the sub-meeting venue, is not a pleasure. How can a mature exhibition with a better reputation and maturity win a bigger market share and achieve a breakthrough? The answer is: open up the sub-site.
It is reported that in 2013, Guangzhou Guangya Exhibition held at its press conference that it will hold a sister exhibition Shanghai International Lighting Exhibition at the Shanghai New International Expo Center on September 35, 2014. Also held in the same period are Shanghai International Intelligent Building Exhibition and Shanghai International Heating Ventilation and Air Conditioning, Urban Construction Equipment and Technology Exhibition, in order to build a platform for exhibitors and buyers to build a comprehensive design and technology through the three exhibitions. , building electrical and electrical, smart home, temperature control, heating, ventilation and air conditioning.
Coincidentally, the well-known ancient town lamp fair is also unwilling to fall behind. It is reported that the 12th Guzhen Light Fair has opened a newly completed Guzhen Convention and Exhibition Center in 2013. The organizers decided to hold the Spring and Autumn Festivals in the Spring and Autumn Period in 2014, including the Spring Light Expo Time. On April 10th and 14th, the Autumn Light Expo will be held on October 22nd and 26th, once again detonating the industry attention.
As the most representative exhibition in China, Guangzhou Guangya Exhibition and Guzhen Light Fair will be transformed in 2014, which also indicates that the exhibition economy market will be another situation.
Second, the emerging exhibition: grab the beach market, non-stop. In addition to our familiar Frankfurt, Guangya, Light Fair, Canton Fair, Hong Kong Spring and Autumn Exhibitions, in the past two years, some new faces of exhibitions have appeared frequently, which is a non-stop market.
The China (Beijing) International Lighting Exhibition, jointly organized by China Lighting Association (CIES), National Semiconductor Lighting Engineering R&D and Industry Alliance (CSA) and Adsale Exhibition Services Co., Ltd., will be held on April 14-16, 2014. Grand opening at the China International Exhibition Center in Beijing. It is reported that in order to meet the needs of the industry, China (Beijing) International Semiconductor Lighting Industry Expo and 2014 China (Beijing) International Intelligent Building and Smart Home Exhibition will be held in the same period. The goal is to make the exhibition the first in China's lighting industry. exhibition.
There is more than one such ambition. It is reported that the Asian Lighting and Consumer Electronics Show, hosted by Guangzhou Photosynthesis Exhibition Co., Ltd. and hosted by Hengjian Exhibition (Hong Kong) Co., Ltd., will be held on April 14-17, 2014 at Pazhou Poly World Trade Center in Guangzhou. The launch time is quite consistent with the China (Beijing) International Lighting Exhibition.
Of course, it is undeniable that these exhibitions that have emerged in the past two years have contributed a new force to the industry, but they have also made the industry feel more confusing.
Third, the regional exhibition: intensive and frequent, people exclaimed. How many regional exhibitions are there in the lighting industry? Regardless of the quality, the amount of light is shocking. Of course, this can also explain to some extent how the lighting industry is developing.
Taking March 2014 as an example, according to preliminary statistics, there will be the 9th Hunan LED Energy-saving Lighting Technology Exhibition (March 810), the 7th Chengdu International Lighting and LED Exhibition 2014 (March 1416), 2014. The 9th Guangxi LED and Lighting Exhibition (March 2123), the 8th China (Jinan) International Lighting and LED Optoelectronic Industry Expo 2014 (March 2325), the 8th China (Jinan) International Lighting and 2014 LED Optoelectronics Industry Expo (March 2325), 2014 Sixth Wuhan International Green Lighting and LED Luminous and Municipal Lighting Exhibition (March 2628), 2014 Second Xi'an LED Lighting and Urban Landscape Lighting Exhibition (March 2628), 2014 Third China (Zhengzhou) International Lighting Fair (March 28), 2014 Third China Yangzhou LED Lighting Industry Technology Exhibition (March 28), 2014 Third China Yangzhou streetlights, garden lights LED lighting exhibition (March 2830) and so on. On average every two days, there is an LED-related exhibition somewhere in the country, and the intensity is really shocking.
Fourth, the scale of the exhibition: increasing year by year, hitting record highs. The number of exhibitions can explain the prosperity of the exhibition economy. The same can explain the problem in the past two years. The scale of the exhibitions, the number of exhibitors and the number of visitors have reached record highs.
According to the data, in 2012, there were 2,177 exhibitors at the Frankfurt Lighting Fair in Germany, with a total of 183,000 visitors. In 2014, there were 2,300 exhibitors and the number of visitors will reach 190,000. Among them, the number of exhibitors increased by 5.6 compared with the same period of 2012, and the number of visitors also achieved a breakthrough.
The Guzhen Light Fair will realize the rapid extension of its exhibition area by integrating large professional stores around it. It is reported that in 2013, the Guzhen Light Fair will be the newly built Dengdu Ancient Town Convention and Exhibition Center. The total exhibition area of ​​the exhibition hall is 30,000 square meters, with more than 1,500 standard booths. At the same time, Guzhen Light Fair set up a sub-meeting venue in Dengdu Times Lighting Plaza, Yusheng Lighting Plaza and Taikoo Lighting Plaza, bringing the total scale of the 2013 Light Fair to 250,000 square meters. In the past two years, the exhibition area of ​​the Guzhen Light Fair was 40,000 square meters.
Investigate our interests, who will take care of them?
There are no exhibitors, no exhibitions, and the importance of exhibitors to the exhibition is self-evident. However, in today's rapid development of the exhibition economy, the organizers of the exhibition will be more and more weakened while pursuing the benefits while safeguarding the interests of exhibitors. As a result, more and more companies have doubts in their hearts: Focus on exhibition marketing, is it worth it?
First, the number of exhibitions has increased dramatically, and companies have become increasingly confused. The data shows that the exhibitions that have been held or will be held in the first half of 2014 include: the 22nd Poland International Lighting Equipment Exhibition 2014, the 8th China (Jinan) International Lighting and LED Optoelectronic Industry Expo 2014, 2014 Tokyo LEDNEXTSTAGE Lighting Exhibition, 2014 10th Asian International LED and Large Screen Display Industry Exhibition, 10th Guangzhou International LED Exhibition, 2014 Turkey International Lighting Exhibition, 2014 Frankfurt Lighting Exhibition, 10th China (Beijing) International LED Exhibition Will wait. According to preliminary statistics, from January 1 to May 31, 2014, nearly 60 exhibitions will be held.
It can be seen from this data that there are more and more choices for exhibitors, but the company is also confused by the invitation to participate in the snow-like exhibition. Enterprises participate in the exhibition. If they choose not to choose carefully, they will only lose their wife and lose their troops. They have spent money, but they have not achieved the expected results. Xue Shuzhen, general manager of Shenzhen Gengming Optoelectronics Technology Co., Ltd. bluntly said: At the current exhibition, there are too many imaginary things, too few real things, and most of the companies are exhibiting for the exhibition.
Second, the ratio of input to output is getting more and more imbalanced. For exhibition marketing, early investment is a must. For companies, they are not afraid of investing, but they are afraid that there will be no output or little output. The cost investment of exhibition marketing is mainly reflected in: site rental fee, booth decoration fee, exhibit transportation fee, manpower input and related travel expenses.
Take Guangzhou Guangya Exhibition as an example. It is reported that enterprises participate in the Guangya Exhibition. The luxury standard booth (minimum rent of 9 square meters) is about 16,000 yuan / 9 square meters, and the light floor (from 36 square meters) is about 1,500 yuan / square. Meter. If the company takes a 108 square meter luxury booth, the venue rental fee will cost about 192,000 yuan, the renovation fee will need about 200,000 yuan, the product transportation fee will be about 50,000 yuan, the manpower investment will be about 30,000 yuan, and other invisible expenses (such as holding products). The conference, the holding of forum activities, the allocation of bus shuttles to customers to visit the company, etc.), the cost is at least not less than 500,000 yuan. The rental fee for the venue of the Frankfurt Lighting Fair in Germany is more expensive. According to the company, the general exhibition area is 40,000 yuan / 9 square meters. For Chinese companies, even if they are willing to spend money, it is difficult to enter the market, and the threshold is increasing. .
The increase in the participation fee has led to the increasing demand for the participation of the lighting companies. But unfortunately, according to most companies, investment and output are not directly proportional to the current development, which also makes some enterprises have no interest in the exhibition.
Third, the exhibition segmentation is not obviously criticized. At an exhibition, the feeling of exhibitors is to burn money, and the feeling of the merchants is time consuming. The lighting exhibition products are too extensive and need to be further subdivided. This is the common voice of the exhibitors. Although the situation has improved in recent years, the pace is too slow.
Taking the just-concluded 10th Guangzhou International LED Exhibition as an example, it set up LED lighting zones on the third floor, which are the three exhibition halls of 9.3, 10.3 and 11.3. The products displayed include LED fluorescent lamps, downlights and spotlights. Street lights, traffic lights, solar LED lights, but did not make further subdivisions. At the scene, there are exhibition halls for home lighting companies and exhibition halls for engineering lighting companies in the same exhibition area, which affects the overall image of the exhibition hall, and also brings great inconvenience to exhibitors and exhibitors. At the Guangzhou Guangya Exhibition and the Guzhen Light Fair, this issue has been repeatedly mentioned by exhibitors and exhibitors.
Fourth, the homogenization of the exhibition was serious and the bad competition was prevalent. When asked about the views of the exhibition in recent years, the person in charge of the exhibiting company said with distress that the price war has spread to major exhibitions due to fierce competition in the lighting industry in recent years. At the exhibition site, some enterprises in order to attract people's traffic, increase the turnover, suppress the same type of competitors, often take low-cost competition and other means to interfere with the normal market order. At the Guangzhou International LED Exhibition, this situation is not uncommon.
In addition, the headache for the majority of businesses is the increasingly serious product homogenization. During our visit, many merchants said that the interest in exhibiting in the past two years has become lower and lower, and they can even be described as disappointing.
Qu Honglin, general manager of Dalian Aladdin Lighting, complained to reporters that in the past two years, every time I watched the exhibition, I was disappointed. Because I couldn't find the right thing at the exhibition, I still had to go to the factory and the store to buy. At present, many exhibitions have gradually become homogenized. Although many brand companies go to the exhibition, their core products will not be placed at the exhibition, because many manufacturers with ulterior motives are stealing products.
Answering questions to improve conversion rate has a coup. More and more companies are clearly aware that the exhibition is a stage to showcase the strength of products and enterprises, and it is also a slaughterhouse for competitors in the market. How to choose the exhibition, how to become the focus in the exhibition, how to become the winner of the most signing, how to let the exhibitors forget the many exhibitors have doubts, and hope to get the answer.
First of all, clear the purpose of the exhibition, identify their own needs, and improve the effectiveness of the exhibition. According to the marketing theory, the company's participation goals are summarized as: basic objectives, product goals, price targets, publicity goals and sales targets. However, the company may have several purposes at the same time, but it is important to determine the main objectives before the exhibition so that specific plans can be formulated to distinguish the priorities.
For export-oriented companies, the biggest purpose of exhibiting is to take orders and expand the market. Therefore, Hong Kong Spring and Autumn Fair, Frankfurt Lighting Fair in Germany, and some international exhibitions such as Japan, South Africa, Brazil, Thailand, and Malaysia should become such. The focus that companies need to focus on. At the same time, opening up markets in different regions, the choice of exhibitions is also different. If the company exhibits mainly to expand domestic channels, then Guangzhou Guangya Exhibition and Guzhen Light Fair will be better choices. In short, whether you participate in domestic exhibitions or international exhibitions, you must clearly define your own needs, in order to improve the company's participation.
At the same time, when choosing an exhibition, you can't be confused by the introduction of the beautiful invitation letter. The following four suggestions are for reference only: 1. Verify the sponsor list