The 130th Canton Fair ended successfully on October 19th. The effective combination of both virtual and on-site exhibitions symbolize the recovery of exhibition industry in China. On the same day, officials in charge of exhibitions and exhibition experts shared the innovative measures adopted for the Canton Fair and discussed issues like the ecosystem, functions and values, brand, innovation, personnel and policies for the high-quality development of the exhibition sector on the interview held by Guangzhou News Center.
Model of “online + offline” to be a major innovation for exhibition development
At the interview, Dr. Liu Songping, professor of Guangzhou University and chairman of Guandong Fairs Organizers Association, summarized the three trends in innovation of the 130th Canton Fair, and believed that organizers of the 130th Canton Fair made full use of technologies to arrange for the exhibition areas and design activities that meet the needs of exhibitors and visitors. “The integration of online and offline fairs will become a key driver for the innovative development of the industry. The largest strength of the event turns out to be the audience from over 200 countries and regions, and virtual communication is the best way to connect with them amid the pandemic.”
The 130th Canton Fair
Besides, Wang Zhaoyun, chairman of Grandeer Exhibition Group and executive head of the Association of Promotion for Guangdong Economy & Investment, also deemed that the mix of technology with the exhibition industry has become an irreversible trend. Online forms allow exhibitors and buyers to achieve "screen-to-screen" interaction at any time and anywhere, which is more efficient to conclude deals. "The spur of technology will enable 10,000 people to enter the virtual exhibition hall in an hour, expanding the promotion targets from visitors to buyers around the world, so that exhibitors can demonstrate and promote online 24/7 throughout the year."
Three major trends in innovation
The exhibits of the Canton Fair have evolved from agricultural byproducts and local specialties to products in processing trade, and manufacturing and further to high-tech products and domestic brands, and are still leveling up.
Exhibitors have also transformed from foreign traders, industrial traders and manufacturers, to high-tech enterprises and companies specializing in supporting sectors of high-quality manufacturing, experiencing continuous industrial upgrading.
The 130th Canton Fair has expanded from a single exhibition to a combination of exhibition, conference and activities via video links and physical communication.
The high-quality consumption sector of exhibition that cannot be ignored in the domestic circulation
At the Fair, Nansha government participated in the exhibition for the first time, with the theme of "New Trade in Nansha, No End in Imports". The district authority invited many foreign traders such as Guangzhou Port, Jointek International Supply Chain Co., Ltd., and Enpro Supply Chain Management Ltd. to display their services and products in the Nansha booth, and assisted dozens of domestic and foreign trade companies to promote their goods.
“Nansha District boasts many businesses ranging from automobiles, jewelry, to building materials, food and beverages. The consumer exhibition expands exposure of high-quality Nansha products to the outside world, developing the consumption circle from Nansha District to Guangdong Province, and from the domestic market to even the whole world. Mingheng Supply Chain Group, for instance, has advertised its high-quality suitcases to the whole country on this year’s Canton Fair." introduced Xie Xiaohui, vice chairman of CPPCC Committee of Nansha District and head of the Nansha Bureau of Commerce.
He believed in the potential that cannot be ignored in the quality consumption sector of exhibition industry in the domestic circulation. At the Fair, a variety of domestic purchasers were invited to attend, and products manufactured on the same assembly line, by the same standard, and of the same quality were encouraged to be exhibits. In this way, these companies can expand the market in China. Meanwhile, domestic traders can have a new platform for foreign exchange and trade, boosting domestic demand and market development.
Mr. Xie also noted that Nansha will build itself into a capital of exhibition, a priority in the implementation plan of developing Guangzhou into an international consumption central city. It has introduced a policy measure on supporting imports to promote innovation demonstration zone on October 18, specifying supports to exhibitions and fairs of imports.
Frequent “online + offline” fairs conducive to international exchange
"Exhibitions in both virtual and physical forms will be quite critical. In fact, such model has already been formed. Frequent small online meetings combined with relatively large offline exhibitions can increase international exchanges."
Qi Yilong, president of Guangdong (China) Imported Food Association and managing director of Worldex China Exhibitions, added that companies are very willing to develop and look for business opportunities despite the limited international exchanges amid the pandemic.
As for how to achieve high-quality development of exhibitions, he mentioned two aspects: the business environment and strengthened international exchanges and cooperation. Currently, it remains important to reassure exhibition organizers, help them regain confidence, and set standards. He suggested that Guangzhou's exhibition industry figure out and follow the standardized guidance and procedure under the regular epidemic response.
In strengthening international exchanges and cooperation, Mr. Qi deems that, for one thing, online platforms can help connect with targeted overseas businessmen, and render supports. For another, we should conditionally give access to some clients for border entry and exit, which serves as a pilot for the later large-scale opening up, on the premise of effective COVID-19 prevention and control. In addition, there is a need for regulation in overseas exhibitions.
Cooperation between industry and university, key to exhibition personnel training
The high-quality development of the exhibition sector relies heavily on policy support and personnel training. Prof. Li Tiecheng, head of Guangdong provincial research team on exhibition integration and innovation and director of Exhibition Faculty of South China Business College, Guangdong University of Foreign Studies, addressed that the formulation of exhibition policies should focus more on the systematization and synergy. Systematization refers to a wide coverage, and synergy means enhancing the overall influence and contribution of the industry by giving full play to industrial collaboration. Besides, the policies should be more advanced, exemplary and distinctive. "For example, we should support the application of exhibition technologies, such as VR, AI, big data, etc. The innovation of the exhibition model as well."
As to fostering exhibition personnel, he pointed out that first, new approaches should be adopted to cultivate specialized personnel. "Now we still focus on the offline form. When the integration of online and offline becomes the trend, we need to combine these two forms, in addition to the integration of disciplines and majors, on- and off-campus events, and the cooperation among companies, associations and universities." Second, the training system should be updated. Under the new system, synergy should be formed in curriculum planning, textbook compilation, teaching method design, teaching activity organization and teaching assessment. Third, teachers major in exhibition should improve their capacities. Today's corporations keep pursuing innovation and transformation in fields ranging from operation philosophy to management and technologies, which poses a great challenge to the expertise of teachers. "Therefore we should be more practical and consider more about the needs of the industry and companies." Fourth, enterprises should participate in the teaching activities as cooperation between companies and universities remains a vital aspect of fostering personnel.
