China's Outbound Event Business And How It Will Affect ICCA Members #ICCA12 MONDAY 22/10/2012
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China's Outbound Event Business And How It Will Affect ICCA Members #ICCA12 MONDAY 22/10/2012

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Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.

Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.

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    China's Outbound Event Business And How It Will Affect ICCA Members #ICCA12 MONDAY 22/10/2012 China's Outbound Event Business And How It Will Affect ICCA Members #ICCA12 MONDAY 22/10/2012 Presentation Transcript

    • 51st ICCA Congress China’s Outbound Event Business- and how it will affect ICCA members Interim Report of a joint Research-Project of Hochschule Osnabrück (HSOS) and Shanghai Institute of Foreign Trade (SIFT) San Juan, 22. October 2012International Congress and Convention Association. Session sponsored by:Twitter: #ICCA12
    • What you will hear today1. Who we are2. Meetings, MICE or Business Events?3. Aim and Methodology of the Research Project4. Analysis of potential Driving Factors for outbound Event Activities5. Competitiveness and Brands of Nations/Destinations6. SummaryInternational Congress and Convention Association.Twitter: #ICCA12
    • 1. Who we areSince 1993,Hochschule Osnabrueck,Faculty of BusinessManagement & Social Sciencesoffers Event Managementwith a focus onBusiness Events.We are a Pioneer in Germanyand the only German university,which has exported its EM-ProgrammeInternational Congress and Convention Association.Twitter: #ICCA12
    • International Event ManagementShanghai (IEMS)Since 2004 we offer the Double-degree Bachelor ProgrammeInternational Event Management Shanghai (IEMS)We are the only Sino-Foreign Event Management Programme in China!as a joint venture between• Hochschule Osnabrück and• Shanghai Institute of Foreign Trade (SIFT)• in Shanghai for Chinese students• More than 350 Graduates so far• 50 % of curriculum by German lecturers• http://www.wiso.hs-osnabrueck.de/iems.html?&L=1International Congress and Convention Association.Twitter: #ICCA12
    • First Graduation Ceremony 2008© Prof. Helmut Schwägermann, FH Osnabrück
    • Exchange Students in Osnabrück
    • The Research Team• Prof. Helmut Schwägermann, HS Osnabrück, ICCA-member since 1986 (ICC Berlin, ConEcon Management Berlin, HS Osnabrück)• German Programme Director of IEMS• Prof. Lan Xing, SIFT, vast experience in the Chinese and International Exhibition and Event Industry• Chinese Programme Director of IEMS• Dr. Ding Yi, SIFT, researcher with an international background/educationInternational Congress and Convention Association.Twitter: #ICCA12
    • 2. Meetings, MICE or Business Events?Business Events (B2B-Events) are events for participants, (targetgroups) who visit these events for professional reasons.Business Events include•association meetings and other NPO-meetings•corporate events as well as•trade fairs and exhibitionsThe reasons, we chose the broader approach (BE):1.We find these events often in a combination (meeting plusexhibition)2.Most ICCA members (Destinations, Venues, Agencies, etc.) are notonly interested in Association Meetings, but in international BusinessEvents of all kind!International Congress and Convention Association.Twitter: #ICCA12
    • Types Of Events Business Events Consumer Events 2. Trade fairs, exhibitions 4. Sport events1. Events of associations and 3. Corporate events other non-profit organisations - - Competitions / championships Trade fairs - Board meetings / - management meetings - Trainings Exhibitions− Congresses, conferences, - - Staff meeting / employees - Olympic games World exhibitions seminars - Etc. meetings− Board meetings, - Sales force meetings 5. Cultural events committee meetings - Incentives (competitions &− Congresses, conferences, travel) - Theatre plays seminars - Product presentations - Musicals, opera, operettas- Annual meetings - Dealers meeting - Concerts- Other educational events, - House fairs (corporate - Circus, varieté shows trainings exhibitions) - Art exhibitions- Political party conventions - Roadshows - Religious events (church- Election campaigns - Education trainings congress, mass)- Trade union conferences - Press conferences- Government conferences - Shareholder meetings 6. Social events, parties (NGO / INGO) - Open door event- press conferences - Etc. - Dancing balls / galas- Etc. - Opening events - Sponsoring / charity events - Street district / city parties - Discos - Weddings - Other private events 9 © Prof.Helmut Schwägermann, HS Osnabrück
    • 3. Research Aim and MethodologyResearch Question:How will the development of China`s Market forBusiness Events affect the international EventIndustry with a focus on ICCA members?International Congress and Convention Association.Twitter: #ICCA12
    • Research ScopeWe will research•the characteristics and development of the Chinese marketfor meetings and other business events•And analyse potential driving factors for global eventactivities•and ask for the regional/national distribution of theseactivities.•Finally we will end up with some strategic advices to ICCA-member as how to cope with this emerging market.International Congress and Convention Association.Twitter: #ICCA12
    • Our Research Statements:We expect that….1. Chinese Event Business will affect the Meeting Industry sooner than many of you think (Case: Trade Fair sector in China!)2. More individual or group of delegates/visitors will take part at international meetings/business events worldwide3. More Chinese decision makers (e.g. Board members in Intl. Associations or Corporations) will be influencing international meetings and the selection of destination4. More China-based or influenced business events will be going abroad, starting with incentive travel to Asian countries5. Countries with a high general and/or specific (BE) competitiveness will be gaining most from this developmentInternational Congress and Convention Association.Twitter: #ICCA12
    • Phase-Model ICCA-China Research© Prof. H. Schwägermann, Osnabrück / Berlin / Shanghai
    • 4. Analysis of potential Driving Factors for outbound Event ActivitiesAs we started recently,we have many indicators and interesting data,Examples and case studies.But as of nowthis is more or lessa patchworkInternational Congress and Convention Association.Twitter: #ICCA12
    • In order to predict the Future,Volume you have to analyse Past and Presentof BE Scenario Ain China BVolume ofOutgoing CBusiness Business Events Scenario A in China B Outgoing Event Activities C Past 2012 Future 2020+ © Prof. H. Schwägermann, Osnabrück / Berlin / Shanghai
    • We have identified potential Driving Factors for Outbound BE= Our Research Fields © Prof. H. Schwägermann, Osnabrück / Berlin / Shanghai
    • Are these Driving Factors relevant?(Co-relation and Factor-analysis)Reveal the (co-)relation between the potential driving factors and the development of the outbound event business. Strong (A)? Medium((B)? Weak/Non-Existing(C)? A?DrivingFactor x B? C? Chinese Outbound BusinessInternational Congress and Convention Association.Twitter: #ICCA12
    • ICCA China: Growth of 125 % in ten years The Association Meetings Market 2002-2011(no official Chinese statistics yet!) 17 The Association Meetings Market 2002-2011 4. Number of meetings per country Rank Country 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 1 U.S.A. 599 619 666 704 712 751 779 833 779 759 2 Germany 326 354 427 453 484 581 527 593 605 577 3 Spain 297 310 404 364 346 400 451 433 521 463 4 United Kingdom 320 333 328 417 430 413 447 432 481 434 5 France 293 300 390 378 413 398 474 428 414 428 6 Italy 301 329 360 337 357 408 427 457 410 363 7 Brazil 117 137 179 199 228 228 267 306 277 304 8 China-P.R. 134 88 232 235 285 304 307 324 324 302 9 Netherlands 175 192 238 244 236 246 288 298 241 291 10 Austria 115 153 168 201 241 251 234 261 227 267 11 Canada 196 174 216 212 222 267 300 249 252 255 12 Switzerland 159 173 170 206 201 213 224 241 262 240 13 Japan 219 209 226 256 264 307 325 306 332 233 14 Portugal 113 135 153 155 161 216 204 214 207 228 15 Republic of Korea 118 95 162 143 178 164 219 209 197 207 16 Australia 172 173 189 191 210 218 208 201 254 204 17 Sweden 141 148 162 164 189 173 200 227 217 195 18 Argentina 54 60 96 106 109 140 156 170 195 186 19 Belgium 118 101 128 151 155 172 186 179 212 179International Congress and 115 20 Mexico Convention Association 126 144 122 144 150 170 145 160 175.Twitter: #ICCA12 21 Poland 68 65 101 124 119 125 141 142 116 165 22 Finland 115 122 126 116 142 140 163 149 161 163
    • China‘s exhibition industry has developedmuch earlier than the meeting industry!• All international trade fair companies have subsidiaries in China• Some of them organise more and more important exhibitions in China than at home• China is going to be the most important exhibition place worldwideInternational Congress and Convention Association.Twitter: #ICCA12
    • Asia covers 20% of all exhibition space Table 1 - Venues and indoor exhibition space in 2011 - Number & CapacityInternational Congress and Convention Association.Twitter: #ICCA12 Venues and indoor exhibition space in 2011 - Number of venues by Table 2 - Source: ufi size (in sqm)
    • China‘s share: 68% Figure 4: China’s share of Asia’s total available exhibition space, 2004-2013 7 ,0 0 0 ,0 0 0 6 ,0 0 0 ,0 0 0 5 ,0 0 0 ,0 0 0 4 ,0 0 0 ,0 0 0 R est 3 ,0 0 0 ,0 0 0 C h in a 2 ,0 0 0 ,0 0 0 1 ,0 0 0 ,0 0 0 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: BSG research & analysisInternational Congress largest exhibitions centres in Asia are Eight of the top ten and Convention Association located in China. The.Twitter: #ICCA12 two largest venues outside of China are IMPACT in Thailand (137,000 m2) and ufi Source: 2
    • Exhibitions in China 2010/11 grow by 18 %!International Congress and Convention Association. Source Statistics and Analysis reportTwitter: #ICCA12 of China Exhibition Industry 2011
    • Economy and TradeInternational Congress and Convention Association.Twitter: #ICCA12
    • Growing Economy (GDP) indicate morechances for Business EventsInternational Congress and Convention Association.Twitter: #ICCA12 Source: ChinaInNumbers BFC_Q1 2012
    • China‘s Export = Business Relations1. US 2. HK 3. Japan 4.SK 5. Germany 6. Netherlands...International Congress and Convention Association.Twitter: #ICCA12 Source: ChinaInNumbers BFC_Q1 2012
    • China‘s Import = Business relations1. Japan 2. South Korea 3. US ..... 6. GermanyInternational Congress and Convention Association.Twitter: #ICCA12
    • Yuan is getting stronger:Events outside China getting less expensiveInternational Congress and Convention Association.Twitter: #ICCA12
    • FDI-Outflows Are Growing Quickly Since 2005.Might overweigh inflows soon?International Congress and Convention Association.Twitter: #ICCA12 Source: ChinaInNumbers BFC_Q1 2012
    • Chinese Direct Investment (FDI) in the US:Cas study Lenovo: will need meetingsInternational Congress and Convention Association.Twitter: #ICCA12
    • Innovation, R&D, Co-operation betweenUniversities• The more co-operation between international universities and R&R Institutios, the more meetings will be held in the respective countriesInternational Congress and Convention Association.Twitter: #ICCA12
    • Patent applications as indicator for R&D-activities and more meetingsInternational Congress and Convention Association.Twitter: #ICCA12 Source: ChinaInNumbers BFC_Q1 2012
    • Chinese Outbound Tourism to Europe(contradicting data and definitions (HK & Macao)35.9 million touriststravelled from China in2011. Of these, 24.7million travelled withinNortheast Asia, while11.1 million (31.0%)travelled to long hauldestinations.Chinese tourist arrivalsto Europe in 2011totalled 3.9 million,representing 34.8% ofthe Chinese long hauloutbound market.International Congress and Convention Association.Twitter: #ICCA12 Source: ETC- July 2012 Trends and Outloo
    • 2011: 70 Mio. Outbound Tourists,3,2 Mio. for outbound meetingsInternational Congress and Convention Association. Source: Annual Report of China Outbound Tourism DevelopmentTwitter: #ICCA12 published 2012 by Beijing Tourism Education Press
    • 2011: Asia 51,6 mio., Europe 2,3 mio.,America 1,5 mio.International Congress and Convention Association Source: Annual Report of China Outbound Tourism Development>.Twitter: #ICCA12 published 2012 by Beijing Tourism Education Press
    • For Germany, China will be the most important sourcemarket for tourists in Asia soon© Prof. Helmut Schwägermann, Berlin, Osnabrück, Shanghai Tagungsstadt Rothenburg ob der Tauber 36
    • Growing Chinese Influence in International Associations.Case study Prof. Jianan LiThe International Society of Physical and Rehabilitation Medicine (ISPRM)International Congress and Convention Association.Twitter: #ICCA12 http://www.isprm.org/?CategoryID=232&ArticleID=93
    • 5. Countries/ Destinations:Image/ Selection Process/ Strategy• Which countries will be affected most?• What is the Image/Brand of your country?• Is the Chinese Destination Selection Process different?• Do You ICCA members (Destinations and other Suppliers have a clear Regional Strategy?• And what about China?International Congress and Convention Association.Twitter: #ICCA12
    • A positive nation brand provides a crucialcompetitive advantage.How is your country rated?International Congress and Convention Association.Twitter: #ICCA12
    • benefited the U.S. in that respect, and raised the country’s governance ranking over Spain, Italy and Ireland.” Anholt- GfK R oper Nation B ra nds I ndex S MAnholt-GfK Roper Nation Brand Index Overall B rand Ranking ( Top 10 of 50 Na tions) 2011 2010 1 United States United States 2 Germany Germany 3 United Kingdom France 4 France United Kingdom 5 Japan Japan 6 Canada Canada 7 Italy Italy 8 Australia Switzerland 9 Switzerland AustraliaInternational Congress and Convention Association.Twitter: #ICCA12
    • Destination Selection Factors: Price andlocation seem to be most important factorsInternational Congress and Convention Association.Twitter: #ICCA12 Source: The China and Asia Meetings Industry Research Report 2011
    • Summary• Chinas Business Events sector has grown enormously in the last years• Many related factors (Driving factors?) have shown a similar tendency• But: how will China influence the international Event Industry in the years to come?• Our findings will be presented at the next GA 2013 in ShanghaiInternational Congress and Convention Association.Twitter: #ICCA12
    • 51st ICCA Congress Thank you! Thanks to ICCA for their support! Further Supporters and Sponsors are welcome!International Congress and Convention Association. Session sponsored by:Twitter: #ICCA12