Presentation at exhibitor show 2013 with kappes comments dd

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  • 1. The Dragon Has Arrived China and Expositions Presented by Chris Kappes Ralph Miller Hua Xu Danielle Xu 1
  • 2. What’s all the noise about China?With a population of 1.3B and expanding middle class, the Chinese market offers one of therichest opportunities for business development and market expansion. Trade shows aregrowing exponentially in this geo to support the growth.This session will dive into:The latest news from China from the front-lineMarketing in China…it different and whyTradeshows in China….key shows and venuesTradeshows in China…what works and what doesn’tExpectations of an exhibition in China from an American exhibitor’s viewManaging a China project from the US…how?Challenges and opportunities?Case studiesPut your toe in the water and start your own ripple within your company about exhibiting inChina. 2
  • 3. Bios:Ms. Xu Hua: Vice Secretary General of Shanghai Convention & ExhibitionAssociationMr. Ralph Miller: ProducerMs. Danielle Xu: Senior Account Executive, 3D ExhibitsChris Kappes: SVP: Strategic Alliances, 3D 3
  • 4. The Year of Dragon Ended Successfully! Now The Year of Snake Brings Prosperity and Peace.Calm on the Surface, It is Intense and Passionate. 4
  • 5. China overview: Chinese economy is developingrapidly. With the big population and expanding middleclass, the Chinese market attracts attention all over theworld. “Made in China” is expanding as more and moreChinese companies want and need to build their brand names and recognition globally. China must set up bridges that connect this ancient country towards the new world. 5
  • 6. The Dragon Has Arrived1. China overview …………….……………………………………………..……........Page# 42. Marketing in China………………………………………………………..………….Page# 93. Tradeshows in China ………………………………….……………………….…...Page# 144. Tradeshows in China – it is different and difficult ……….………….…..….....Page# 235. Managing your expectations ………………………………………………...…….Page# 326. Managing a China project from the US ………………………...………………..Page# 327. What they don’t tell you about exhibiting in China …………………….….…..Page# 328. Exhibiting in China has it’s challenges and opportunities ………………......Page# 38 6
  • 7. 1. China Overview 7
  • 8. Why China?Population:1,347,350,000A Big Country with 9.60 Million Sq. KM 8
  • 9. China, A Country with the Biggest Population in the World The power of Chinese Economy = Everything x 1.3 Billion 9
  • 10. GDP from the Year of 2000 to the Year of 2011 7.30 Million USD 10
  • 11. A Country Successfully Hostedthe Olympic GamesA Country WonderfullyPresented the World EXPO.A Country Becomes One of theWorld’s Top Luxury Markets in2011. 11
  • 12. An Estimated 18,000 Billionaires are there in China! A Super Rich Class of around 880,000 Millionaires is Rising!A Middle Class of 200 Million People Who Have High Purchasing Power and are Willing to Spend MONEY! 12
  • 13. China Has Already Become the World’s The Year of 2012 No.1 Luxury Market in 2012. The Year of 201134% 29% 25% 27% 15% 14% 15% 18% 9% 12% Others 13
  • 14. Luxurious Products Purchasing The Top 10 Chinese Cities SHANGHAI BEIJING HANGZHOU CHENGDU DALIAN QINGDAO FUZHOUCHONGQINGZHEGNZHOUSHENZHEGN 14
  • 15. China Has Built up a Big Stagethat Welcomes People All Overthe World.China Needs Bridges that canConnect this Ancient Country tothe World. 15
  • 16. What is the Attraction? 16
  • 17. Hear the Noise about China:* Broad-Based Opportunity* Competition SWOT* Differentiation vs. Local and International Competition* 5000+ Year-Old Culture* Highly Mobile Mass Population* Growing Elite Class: Super – Upper - Topper 17
  • 18. 2. Marketing in China: Learn about how successful companiesmarket in China and what not to do in this diverse culture. 18
  • 19. You Need not to Sell China! By Helping China sell Itself, You will beVirtually Assured Grand Profits and Success. Bucking the Trend is Successful for Only a Fortunate Few. The Choice is Yours. 19
  • 20. Marketing in ChinaBecome a part of the Market and Culture. Marketing from Within. 20
  • 21. Marketing in China:Yangtze River Delta Economic Zone:Shanghai, Nanjing, Suzhou, Wuxi,Hangzhou and NingboNorth China Sea EconomicDevelopment Zone:Beijing, Tianjin, Hebei, Shan Dong,and Liao NingZhujiang River Delta EconomicDevelopment Zone:Guangdong, Fujian, Jiangxi, Hunan,Sichuan, and Hainan.China’s Special EconomicDevelopment Zone:Hong Kong and Macau 21
  • 22. Beijing – Capital of China The Only Chinese City that is Ranked as One of the Top 10International Convention Cities in the World. 22
  • 23. Shanghai – No. 1 City in China Population: 23 Million Total Space: 6340 Sq. KMSister City of San Francisco, Chicago, Winston Salem, and Montreal of North America. 23
  • 24. Guangzhou Population: 12.7 Million Total Space 7434 Sq. KMThis is the City that Hosts China Import andExport Fair, the Biggest Trade Fair in the World. 24
  • 25. Hong KongSpecial Administrative Region 25
  • 26. Million 9.53 Three Major Cities Comparison in 2011 Shanghai 8.37 Beijing 700 7.35 Guangzhou 674 Shanghai Million 0.98 Guangzhou 486 20M 20 Beijing Shanghai 370 14 13 0.46 Beijing Guangzhou 0.41 Guangzhou Beijing ShanghaiExhibition Numbers Space Over 100,000 Sq.M Venue Space Gross Exhibition Space Exhibition Numbers 26
  • 27. 3. Tradeshows in China 27
  • 28. Tradeshows in China:• Every year, China hosts more than 50 first-class shows and exhibitions. Hear about the major shows, key venues an examples of major exhibitors. Learn about Key cities and key venues: Shanghai, Beijing, Guangzhou, Hong Kong.• Understand the profile of top shows in various industries and attendance.• Learn how to work with the government 28
  • 29. Direct Revenue From the Conventionand Exhibition Industry in Shanghai: 2.4 Billion USD 29
  • 30. Exhibit BenefitsOther Industries: Transportation, Tourism, Hotel,Restaurant, Retail, Insurance, Advertising and Designing, etc. 30
  • 31. EXPO & Convention Centers in China Total EXPO & Convention Centers Numbers: More than 300 Exhibition Space Area: 50.5 Million Sq. M Average Yearly Occupancy Rate: 15% The Growth Rate of Exhibit Space from 2001 to 2011 is 10 Times. 31
  • 32. BEIJING Beijing National Convention Center Total Space: 530,000 Sq. M. 32
  • 33. China International Exhibition Center National Agriculture Exhibition Hall 33
  • 34. GUANGZHOU Guangzhou International Convention and Exhibition Center Total Space: 500,000 Sq. M. Venue for China Import and Export Fair 34
  • 35. HARBIN Harbin International Convention and Sports Center Total Space: 360,000 Sq. M 35
  • 36. CHONGQING Chongqing International EXPO Center Total Space: 200,000 Sq. M 36
  • 37. ZHENGZHOU Zhengzhou International Convention and Exhibition Center Total Space: 210,000 Sq. M 37
  • 38. ZHEJIANG Zhejiang International Trade EXPO Center Total Space: 100,000 Sq. M 38
  • 39. SHANGHAI Shanghai New International EXPO Center Total Space: 200,000 Sq. M 39
  • 40. Occupancy Rate at SNIEC 40
  • 41. Growth of Exhibit Space at SNIEC Sold Space (million sqm) 5 4.78 4.5 3.863 3.93 4 3.599 3.5 3.195 2.841 3 2.383 2.5 1.93 2 1.5 0.881 1.015 1 0.5 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 41
  • 42. Shanghai World EXPO Convention and Exhibition Center Total Space: 100,000 Sq. M 42
  • 43. Shanghai Pudong EXPOTotal Space: 145,000 Sq. M 43
  • 44. INTEX Shanghai Shanghai Exhibition CenterShanghai InternationalConvention CenterShanghai EverbrightConvention & ExhibitionCenter 44
  • 45. CHINA EXPO COMPLEX (CEC) CEC will have total indoor space of 400,000 Sq.M.In 2015, Shanghai will have a total of 800,000 Sq. M Exhibition Area. 45
  • 46. 4. Tradeshows in China– it is different and difficult 46
  • 47. 上海市展览业管理办法上海市人民政府令第47号令 上海市展览业管理办法 上海市人民政府令第47号令 第一章 总则 第一条 (目的依据) 为了规范展览经营行为,完善展览业发展环境,增强城市综合服务功能,根据国 家有关法律、法规,结合本市实际,制定本办法。 第二条 (定义) 本办法所称展览,是指举办单位(包括主办单位和承办单位)以招展方式在固 定的场馆及预定时期内举办,通过物品、技术或者服务的展示,进行信息交流,促进 科技、贸易发展的商业性活动。 本办法所称主办单位,是指负责制定展览的实施方案和计划,对招展办展活动 进行统筹、组织和安排,并对招展办展活动承担主要责任的单位。 Government Supports. 本办法所称承办单位,是指根据与主办单位的协议,负责布展、展品运输、安 全保卫以及其他具体展览事项的单位。 第三条 (适用范围) 本市行政区域内有关展览的经营行为以及相关管理活动,适用本办法。 非营利性的展示活动以及以现场销售为主的展销活动,不适用本办法。 第四条 (原则) 本市对展览业的发展与规范,实行遵循市场规则、倡导有序竞争、鼓励行业自Policy Protects the Industry. 律、进行适度监管、依法维护展览活动各方合法权益的原则。 第五条 (管理部门) 上海市对外经济贸易委员会(以下简称市外经贸委)负责对本市展览业的规范 与发展进行统筹规划与协调。 经济、工商、科技、教育、公安、旅游、知识产权等有关行政管理部门按照各 自职责,做好展览业相关管理工作。 第六条 (行业组织) 展览行业组织应当在制定行业服务规范、建立展览评估体系、组织展览数据统 计、发布展览资讯信息以及引导会员规范经营等方面,发挥积极作用。 各类专业性行业组织应当在利用专业信息资源,组织、举办专业性展览的活动 中,发挥自律作用。 第二章 招展与办展 第七条 (主办单位的明确) 按规定应当由市外经贸委、市科学技术委员会(以下简称市科委)或者市教育 委员会(以下简称市教委)等有关行政管理部门审查的国际性展览项目(以下简称国 际展览),申请办理项目审查手续的单位为主办单位;无需申请办理项目审查手续的 展览,发布招展信息的单位为主办单位。 第八条 (举办国际展览的要求) 47 未经市外经贸委、市科委或者市教委等有关行政管理部门审查,不得擅自举办 国际展览。
  • 48. The Fastest Developing Industries in China Food Banking Medication Heavy Machinery Constructions and Building Materials Automotive Tourism Environmental Protection Communications & IT Education 48
  • 49. Famous Exhibits and Tradeshows in China Auto China Bauma China China International Furniture Expo Canton Fair (China Import & Export Fair) China ASEAN Expo China International Industry Fair China International Bicycle Show Hotelex China International Beauty EXPO China Textile Show 49
  • 50. Auto Beijing and Auto Shanghai Total Space (Sq. M) Visitors Exhibitors 2011 230000 715000 1748 50
  • 51. A Global Market with Local Sophistication 51
  • 52. China International Industry Fair 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Space Area 62,500 62,500 80,500 80,500 103,500 103,500 126,500 126,500 103,500 150,000Exhibitors 1,406 1,131 1,286 1,306 1,968 1,775 1,816 1,869 1,653 1,869 Visitors 26.01 22.22 24.25 20.2 10.6 10.3 11.6 11.8 11.68 11.79 52
  • 53. China International Bicycle Show —Kingdom of Bicycle in 1960s & 1970s 53
  • 54. Space AreaYear Exhibitors Visitors (Sq.M)2002 35000 678 960002003 46000 924 1018902004 65000 903 1200002005 80000 966 1059222006 85000 738 1005942007 90000 1243 1005052008 100000 1238 775412009 100000 981 714842010 100000 1117 1020222011 110000 1193 120505 54
  • 55. China International Furniture EXPOYear Space Area (Sq.M) Visitors Exhibitors2011 243,748 74,564 21472010 183,092 55,985 18842009 181644 48,915 17092008 176,175 48,915 17702007 169,369 54,220 17832006 144,342 47,630 14882005 106,306 46,608 14212004 84,300 42,501 962 55
  • 56. Bauma China 2002 2004 2006 2008 2010Space Area 41,000 102,000 150,000 210,000 230,000 Exhibitors 458 738 1,088 1,608 1,858 Visitors 32,068 47,387 80,686 112,590 150,000 56
  • 57. A World of Cranes! 57
  • 58. East China Fair SpaceYear Exhibitors Visitors Area2002 57500 2300 1364602003 57500 2400 1574902004 80000 3081 1891502005 80500 3300 2055802006 103500 3570 2366002007 103500 3560 1855702008 103500 3592 1926302009 103500 3353 1822902010 103500 3376 1902902011 103500 3326 201050 58
  • 59. An Import and Export Fair in the East China Area to Compete with the Canton Fair 59
  • 60. China Beauty EXPO Space Area ProfessionalYear Exhibitors (Sq. M) Visitors2003 32000 780 1020002004 32000 750 1135002005 45000 867 1507002006 50000 952 1887452007 60000 1023 1957002008 66000 1200 1998002009 72000 1236 1975002010 76000 1257 2016002011 100000 1398 215200 60
  • 61. SIAL CHINA ProfessionalYear Space Area Exhibitors Visitors2011 60000 1520 332652012 70000 1800 40000 61
  • 62. China International Printing Tech & Equipment EXPO Space Area Exhibitors Visitors (Sq.M)2011 150000 1695 1252772010 130000 1468 1142912009 95000 1309 957752008 100000 1408 1028002007 80000 1024 847262006 60000 857 725022005 50000 720 514292004 46000 659 443712003 45000 642 400382002 40000 621 31794 62
  • 63. 5. Managing your expectations6. Managing a project from the US.7. What they don’t tell you about exhibiting in China 63
  • 64. • Managing your expectations: what should you anticipate the results will be when exhibiting in China.: Hope vs. reality.• Managing a China project from the US: What is the process and is it effective? What are the options and cost impact. 64
  • 65. How to Attend a Show in China? - Require lots of Oversight- Mostly Communications & Lack of Common Standards - Develop a Local Presence- Balance people, Time and Money for Optimum Results - 10 Meter Rule 65
  • 66. How to Host a Show in China? Collect Material for Applications Submit Documents to Government Check and Review Approved Rejected Make Registration Materials Returned 20 Working DaysCheck out Result(www.maofa.sh.cn) Make Correction and Re-Submit 66
  • 67. You Must Trust Your Chinese Partners.China can be a low-cost leader, but if you want a quality product, you should realize your are operating in a global market with global opportunities and global pricing. 67
  • 68. How to Tell Your Story?Design Attract Their Eyes Open Their Hearts 68
  • 69. Let’s Make it Happen!Fabrications Feet or Meters? Do We Have the Same Understanding? Manage Your Expectation! 69
  • 70. We are Close to the Show!Move-In & Installations Workers – No Union! Venues Have So Many Different Rules. 70
  • 71. It is the Time!Show Starts! • Always Bi-Lingual • Business Cards • Use Title to Greet Clients • Dress Codes • VIP Treatment 71
  • 72. Marketing Strategy • Pre-Show • During the Show • After Show Remember that You are on the Other Side of the Pacific Ocean! 72
  • 73. People, Time & Money: Schedule, Schedule and Schedule Yes May not Mean “Yes”. Quality and Cost can be Dramatically Different. What Seems Impossible can be 100% Possible! 73
  • 74. Work with the Government • Government Issue Supportive Policies • Government Publish Directory Standards • Government Make Recommendations and Promotions 74
  • 75. 8. Exhibiting in China has it’schallenges and opportunities:case studies that profile differentapproach and outcomes fromexhibiting in China. 75
  • 76. Case Studies: Coca Cola Pavilion at the Olympics 76
  • 77. Case Studies: Religious Tour Show 77
  • 78. Case Studies:Auto Shows in China 78
  • 79. Challenges and Opportunities. Hear About the Culture Before Diving in. 79
  • 80. Think About These Gifts! Watch Flower Hat Book Perfume Fruit 80
  • 81. Learn Some Chinese:Ni Hao 你好Huan Ying 欢迎Hao De 好的Zai Jian 再见Tai Bang Le 太棒了 81
  • 82. 谢谢!Thank you! 82