General

my country's overseas exhibitions were created to meet the needs of my country's foreign affairs and foreign trade. This year marks the 70th anniversary of the establishment of the China Council for the Promotion of International Trade, and the New China Overseas Exhibition has also gone through 70 years of history. In the early days of the founding of the People's Republic of China, facing the economic blockade and political isolation of Western countries, it was necessary to carry out external publicity by going abroad to participate in exhibitions and exhibitions, to promote the development of foreign relations, and to step onto the world stage. China Council for the Promotion of International Trade (CCPIT) has become the only organization that specializes in overseas exhibitions after the founding of the People's Republic of China. Since then, my country's overseas exhibition industry has grown gradually with the development of the national economy.

The promotion of the exhibition to the development of foreign trade

Since the 18th National Congress of the Communist Party of China, the exhibition has developed rapidly. The "China Exhibition Economic Development Report (2012-2019)" released by the China Council for the Promotion of International Trade shows that in 2019, the total number of overseas exhibitors and exhibitions was 1,766, an increase of 13% over 2012, the exhibition area increased by 24.78%, and the number of exhibitors increased by 21.31 %. Combined with my country's international trade exports, the total import and export volume in 2019 was 31,544.6 billion yuan. Among them, exports were 17,229.8 billion yuan, an increase of 24.90% over 2012, which was close to the total number of exhibitions. The total number of exhibitions and the value of foreign trade exports have a similar degree of correlation, showing the close relationship between exhibitions and foreign trade.

Statistics show that in 2012, the total export value of the country was 1,293.59 billion yuan, and the number of overseas exhibition projects was 1,536; in 2013, the total export value was 1,371.31 billion yuan, and the number of overseas exhibition projects was 1,391; 1,447; in 2015, the total export value was 1,411.67 billion yuan, and the number of overseas exhibition projects was 1,385; in 2016, the total export value was 1,384.19 billion yuan, and the number of overseas exhibition projects was 1,492; in 2017, the total export value was 1,533.09 billion yuan, and the number of overseas exhibition projects was 1,549 In 2018, the total export value was 1,641.28 billion yuan, and the number of overseas exhibition projects was 1,672; in 2019, the export value was 1,723.74 billion yuan, and the number of overseas exhibition projects was 1,766, with a high degree of correlation.

The current situation of the exhibition and the cultivation of the brand exhibition

my country's exhibitions are divided into overseas exhibitions and overseas self-organized exhibitions. From the statistical analysis of data, the total number of overseas exhibitors accounted for more than 90%. Especially in some international professional exhibitions in Europe and America, many of them are hard to find. The reason is that these exhibitions are highly professional and rich in international buyer resources, which can bring good exhibition results to international trade companies.

At present, most of my country's overseas self-organized exhibitions are comprehensive exhibitions that only domestic enterprises participate in, and a considerable number of exhibitions only have enterprises from one province or city participating in the exhibition. The time and location of some exhibitions are not fixed, the scale is small and has no influence, and the nature of comprehensive exhibitions makes it difficult to invite counterpart buyers. Enterprises generally report that the effect of participating in the exhibition is not good, and there are almost no repeated exhibitions. It is basically maintained by policy support. .

"Several Opinions of the State Council on Further Promoting the Reform and Development of the Exhibition Industry Guo Fa [2015] No. 15" pointed out in the guiding ideology of the overall requirements that "deepen reform, develop and innovate, give full play to the decisive role of the market in resource allocation, and give better play to the The role of the government is to actively promote the marketization process of the exhibition industry. Adhere to the direction of specialization, internationalization, branding, and informatization." The overall development goal is to continuously improve the degree of internationalization, follow the internationally accepted market rules of the exhibition industry, and cultivate a A batch of well-known brand exhibitions with international competitiveness.

Internationally renowned exhibitions are all international professional exhibitions. They have been cultivated in the country for more than ten years or even decades, and they have accumulated a large number of high-quality professional buyer resources and have a high reputation. These exhibitions will be replicated and transplanted to relevant countries in the industry cluster or market cluster at the right time. The auto parts exhibition of Messe Frankfurt in Germany is a typical case. The exhibition was founded in Germany in 1971, and has formed a series of exhibitions in China, Turkey, South Africa, India, Russia and other countries.

At present, the most successful overseas self-organized exhibition is the China Textile and Apparel Trade Exhibition (New York) held in New York, USA by the Textile Industry Branch of China Council for the Promotion of International Trade. The exhibition originated from China International Textile Fabrics and Accessories Expo. China International Textile Fabrics and Accessories Expo was founded in Shanghai in 1995 by the Textile Industry Branch of the China Council for the Promotion of International Trade and Messe Frankfurt (Frankfurt for short). Square meters, exhibitors have also increased from more than 100 in 12 countries and regions in the first session to more than 4,400 in 33 countries and regions in 2019.

In 2000, the China Council for the Promotion of International Trade (CCPIT) Textile Industry Branch held the China Textile and Apparel Trade Fair (New York) in New York. At the beginning of the exhibition, only Chinese enterprises participated in the exhibition, and the development was relatively slow. In 2010, the China Council for the Promotion of International Trade (CCPIT) and Frankfurt jointly organized the China Textile Exhibition and the New York International Apparel Sourcing Exhibition (APP), the American Apparel Fabrics Exhibition (TEXWORLD USA) and the New York International Home Textiles Sourcing Exhibition (HTSE), and realized the international exhibition of exhibitors. It is held twice a year, and the scale and effect of the exhibition have been rapidly improved. In 2011, the number of exhibitors increased by 132% (overseas exhibitors accounted for 41%), and the exhibition area increased by 3.4 times. By 2014, there were nearly 1,000 exhibitors from 19 countries and regions, and the exhibition area exceeded 30,000 square meters, making it an important textile exhibition in the eastern United States.

In 2007, the China Council for the Promotion of International Trade (CCPIT) Textile Industry Branch held the China Textile and Apparel Trade Fair (Paris) in France, and then successively held a series of textile exhibitions in South Africa, Bangladesh, Nigeria, Brazil and other countries, and the brand effect gradually became prominent. This process shows that there is no shortcut to the cultivation and development of brand exhibitions.

In March 2020, affected by the new crown pneumonia epidemic, the Cologne Hardware Exhibition pressed the "pause button" of the global exhibition. Until now, domestic companies rarely go directly to overseas exhibitions. At present, overseas exhibitions have resumed. In my country, only a small number of government-organized enterprises chartered flights to participate in the exhibition, and the overall volume is not large. Compared with the pure online exhibition, the effect of the representative exhibition mode is better, but it is still far from the actual offline exhibition.

The development of the exhibition under the new development pattern

In the face of the current century-long changes in the world, my country has proposed to accelerate the construction of a new development pattern with the domestic cycle as the main body and the domestic and international dual cycles promoting each other. This is also a major adjustment and improvement of my country's economic development strategy and path for a longer period of time in the future when my country's economy has developed to a certain stage. It is a major strategic deployment focusing on my country's long-term development and long-term stability.

At present, my country's economy is already very large, the traditional low-factor cost advantage is unsustainable, a complete industrial system, huge innovation potential and market advantages have become more apparent, the momentum of the international cycle has been significantly weakened, and the vitality of the domestic cycle has become increasingly strong, prompting The dynamic system underpinning economic growth has changed.

In the new development pattern of dual circulation, exhibition enterprises are in urgent need of transformation. Convention and exhibition enterprises should become the promoters of the double cycle of services, regardless of the internal and external exhibitions, and both internal and external. While organizing enterprises to participate in exhibitions, they should assist international trade enterprises to participate in international exhibitions held in China, especially those held by internationally renowned exhibition companies in China. professional exhibition to develop the domestic market. Look for opportunities, combine local industries, and jointly organize exhibitions with international exhibition companies and regional related industry associations. Promoting the brand building of international trade enterprises is not only the content of exhibition service enterprises, but also the subject of establishing exhibitions.

President Xi Jinping pointed out, "In today's world, the most scarce resource is the market. Market resources are a huge advantage of our country. We must make full use of and give full play to this advantage, continuously consolidate and enhance this advantage, and form a solid support for building a new development pattern." It has formed the world's largest and most potential market, has the world's most complete and largest industrial system and complete supporting capabilities, has many talents, and continuously improves its research and development capabilities. The market is the basis for realizing the domestic cycle, and the exhibition is an important platform for building a modern market system and an open economic system. It is expected that the exhibition industry will make new contributions to serving the new development pattern.