Recently, the Shanghai convention and exhibition industry has been pushed to the forefront by public opinion. A report titled “A medical exhibition has ruined Shanghai? The National Convention and Exhibition Center has been a problem†has been rumored in major media. Of course, the article is often exaggerated, but it is still a wake-up role for the transformation and upgrading of the Shanghai convention and exhibition industry and the promotion of the exhibition experience.
The official name of the medical exhibition is the first “Health Industry Leaders Summitâ€. It is the first time to integrate the medical equipment fair, the drug fair and the raw materials fair, and to create a cross-border integration of the medical and health industry. The conference exhibition cluster entered the Shanghai Convention and Exhibition Market for the first time and entered the Dahongqiao National Convention and Exhibition Center for the first time. The summit has integrated more than 100 theme conferences and 280,000 square meters of international exhibitions. In four days, it has displayed tens of thousands of related products and services from more than 6,500 exhibitors from more than 30 countries and regions, attracting more than 150 countries around the world. And 200,000 professional visitors from the region. For so many first time, the parties involved in the situation and the outside of them are seriously inadequate. For example, the organizers are underestimating the exhibition market, the market investigation is insufficient, the overall plan is insufficient, the communication coordination of related services is not in place, and so on. As a result, the first day of the exhibition caused traffic congestion, communication interruptions, hotel price increases, and inconvenient dining.
It is worth noting that the exhibition experience of the Shanghai Auto Show under the same conditions is much better. In fact, the medical fair could have done better. Because the organizer has the background of a world-class exhibition company, it has the ability and conditions to be determined and have a way to make a model. And the auto show is first, for reference. It was only because the planning and operation could not keep up with it; the lack of a clear understanding of the Shanghai convention and exhibition market, the lack of necessary communication on the relevant aspects of the exhibition service industry, and the mistakes made at one time. This is also the trouble in the growth of Shanghai's convention and exhibition industry. At the same time, it also reveals that local exhibition companies need to improve their ability, cultivate internal strength, enhance professionalism and improve service quality.
The so-called exhibition experience is an indicator of the effect of the exhibition, and it is a comprehensive evaluation of the work of the organizer. From a long-term perspective, the exhibition experience is the focus of competition in the future exhibition market, which will fundamentally determine the future of the exhibition industry.
The goal of the 12th Five-Year Plan of the Shanghai Convention and Exhibition Industry is to display a scale of 15 million square meters in 2015. This will not only be the leader in the first-tier cities in China, but will also make Shanghai the largest city in the world. The future goal of Shanghai's convention and exhibition industry will no longer be just to compete for the size of the scale, but to focus on the quality level, especially the exhibition experience. At this point, we are still superb in the world, and we still have a lot to do. (The author is the Executive Dean of the Shanghai Convention and Exhibition Institute and a professor at Shanghai University)
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