Experts Suggest Strengthening Local Brand And Introducing Brand Exhibition.

For Luo Ping, a Chongqing Convention and Exhibition Company (a pseudonym), it was hard for him to forget the failure of an exhibition in 2013.

He told the business daily reporter that at that time, he worked with a number of production enterprises to set up an exhibition to sell consumer products such as specialty products and liquor, and there was no problem in the investment link.

"More than 100 enterprises participating in the exhibition, more than 50 thousand square meters of booths were all filled up, and a large number of famous brands were exhibiting."

Luo Ping introduced, even many large brands in the field, are more optimistic about the consumer market in Chongqing, for example, Moutai, COFCO and so on, have attached great importance to the Chongqing market, so many consumer shows, there are no shortage of industry giants to participate in the exhibition.

Contrary to Luo Ping's expectation, the exhibition, which lasted for three days, was quickly and cheerless on the second day, and some businesses were early to withdraw.

According to Luo Ping recalls, despite the fact that before the exhibition, there was a great deal of news from the road advertisements or the media, as well as the sales promotion information, but after the opening of the exhibition, there were indeed "many people who did not sell things."

"Planning is not enough, preparation is insufficient, publicity is not in place, the exhibition has no brand effect."

Speaking of this "misstep", Luo Ping said frankly, let alone a professional exhibition, it is not easy to have a consumer exhibition to be popular.

The conclusion is: on the one hand, we need enough large enterprises to give enough preferential information to attract consumers; on the other hand, we need the unique services of the exhibition's supporting services.

In fact, the lack of brand power in exhibition is not a case.

According to a long-term industry cooperation exhibition with the outside world, compared with the exhibition industry in developed cities, Chongqing exhibition still lacks brand appeal as a whole, resulting in a small scale.

For example, there are about 400 exhibitions in Guangzhou in 2014, with an exhibition area of more than 10 million square meters. The average exhibition area of individual exhibitions exceeds 20 thousand square meters.

although

There are many exhibitions, but many industry insiders admit that there is only one Li Jia International Machinery Exhibition on the outside, which is the only one in Chongqing that has been certified by the global exhibition industry association (UFI). It is also the first mechanical exhibition in the west to pass international certification.

Chen Qi, general manager of Chongqing Lijia Convention and Exhibition Co., Ltd., told reporters that the brand growth experience of Lijia International Machinery Exhibition is highly valued by professional audiences.

The annual exhibition will be held in Chongqing, Sichuan, Guizhou, Hubei, Yunnan, Shanghai, Beijing, Shaanxi and other provinces and cities to invite exhibitions.

Chen Qi introduced that the company has long noticed that there are many exhibitions on the market in China, the West and Chongqing, and the same exhibitions all over the country. But the host enterprise is the house for a while, for a while, it is impossible for the enterprises to form the accumulation of the brand, and it feels that the industry is rather chaotic. "Therefore, we decided to make the name of the company as the brand of the exhibition and make its own characteristics. Everyone said that Li Jia was the only one of us."

Although not everyone in the industry has

So relaxed, but the other side of the phenomenon also shows the potential of the industry itself.

According to the data of the City Convention and Exhibition Office, in 2014, 662 exhibitions were held in the city, with a total area of 6 million 13 thousand square meters and a direct income of 8 billion 500 million yuan for exhibition industry, 68 billion 200 million yuan for stimulating consumption and 81.1% for marketing.

In 2013, 581 exhibitions were held throughout the year, with a total area of 5 million 4 thousand square meters and a direct revenue of 6 billion 150 million yuan for exhibition industry.

It is not difficult to find that compared to 2013, the scale and average direct income of individual exhibitions in Chongqing increased significantly.

In 2013, the direct income of a single exhibition in Chongqing was about 10 million 600 thousand yuan, which was raised to about 12 million 840 thousand yuan in 2014. From the scale, the single exhibition area increased from 8 thousand and 600 square meters in 2013 to 9 thousand and 100 square meters.