Online exhibition: new formats or content into the king
Source: China Trade News Author: Our reporter LAN Xin 2020-05-28 18:49:48
"Online exhibition, platform is important, traffic is more important。Fei Jianming, director of the Foreign Trade Promotion Office of the Ningbo Bureau of Commerce, said at the seminar on the development status and trend of online exhibitions held today (hereinafter referred to as the seminar) that offline exhibitions have turned into online exhibitions, and the format has changed。
Affected by the global spread of the novel coronavirus pneumonia epidemic, in the offline exhibition all "shut down" state, in order to support foreign trade enterprises to tide over difficulties, stabilize orders, expand the market, the relevant departments and local governments actively prepare for online digital exhibitions。其中，On April 14, the China Council for the Promotion of International Trade held the first digital exhibition after the global epidemic outbreak - China-Latin America (Mexico) International Trade Digital Exhibition (hereinafter referred to as China-Latin America Trade Digital Exhibition).，Ningbo Bureau of Commerce held the 2020 Ningbo Export Commodities Global Online Exhibition on April 28，They have built online digital trade platforms for foreign trade enterprises。
It is undeniable that online exhibition is a new form of business, and it is an innovation forced by the epidemic。As there is no relevant industry standard and no model for reference, the commercial Industry Committee of the China Council for the Promotion of International Trade organized this seminar to promote the exchange and cooperation of the industry, and to discuss the confusion and experience in the organization of online exhibitions。
In the view of Fan Peikang, editor-in-chief of China Trade News, the digital innovation model of exhibition must be carried out in three aspects: "content is king, platform construction, and team collaboration", and only by constructing the troika can we stick to merchants online。
Accelerate transformation and innovation
mid-April，The General Office of the Ministry of Commerce issued the Notice on the work of Innovating exhibition service Models to Cultivate new momentum for the development of the exhibition industry，It is necessary to accelerate the transformation, upgrading and innovative development of the exhibition industry，Actively build a new platform for online exhibitions，We will promote the integrated development of online and offline exhibitions，And cultivate online exhibition leading enterprises and brand exhibitions。
"Through the database, the digital exhibition realizes the precise matching of buyers and sellers。Zhang Bo, deputy director of the Exhibition and Conference Department of the Trade and Investment Promotion Department of the China Council for the Promotion of International Trade, introduced that during the China-Latin America Trade Digital Exhibition, the trade turnover reached 8.02 million US dollars, and the intended turnover was 48.24 million US dollars。There were 2,265 exhibitors with a total of 24,506 visitors and 46,230 visits。Exhibitors received 3290 inquiries, viewed 2570 inquiries, and replied 2631 inquiries。Buyers issued 637 pieces of purchase information, exhibitors viewed 445 pieces of purchase information, and made 356 targeted offers。Exhibitors were recommended by buyers 5151 times, and buyers were recommended 3860 times。
According to the online data, exhibitors queried the basic information of buyers 10,417 times, resulting in 19,495 pieces of trade information。In addition, 1083 video conferences were invited during the exhibition, and 488 video conferences were confirmed。
Fei Jianming introduced that Ningbo Online Exhibition has been iterated from the initial "class video teleconference" to 3.0模式。In the next step, Ningbo will provide services for small and medium-sized foreign trade enterprises, go all out to stabilize foreign trade, and strive to complete the goal of export-oriented economy throughout the year。
Urgent need for policy support
"With Internet companies such as BAT holding high the banner of cloud exhibition and entering the convention and exhibition industry, digital innovation in the traditional convention and exhibition industry has become the only development path.。Fan Peikang said that with the entry of the Internet giant, whether it is "dancing with wolves" or "dancing with wolves", it will bring a more brutal competition to the traditional exhibition industry。
In his keynote speech "Digitalization: Stimulating New Momentum of Exhibition", Fan Peikang pointed out that the epidemic has broken the spatial pattern of the exhibition, and the digitalization of the exhibition industry needs to be innovated from the content to the form, from the organizational level to the business level。It is also urgent that the exhibition organizers, organizations and other organizations need to adapt to the digital economy era of the operation team, in order to achieve the online, visual, community operation model of exhibition services as soon as possible。
At the same time, Fan Peikang stressed that it is necessary to drum and call for the digital transformation of the exhibition industry, encourage small and medium-sized exhibition enterprises to actively upgrade to the digital transformation, and call on the exhibition authorities to provide policy and financial support for the "new exhibition infrastructure"。
"Exhibition industry service standards, there is no online exhibition standards。Yao Xin, secretary general of the China Council for the Promotion of International Trade Commercial Industry Committee and the Service Trade Branch of the Bid-winning Association, introduced that he is currently thinking about the standard development of the "Online Exhibition Service Guide"。
It is revealed that the "Online Exhibition Service Guide" group standard will be established on the Global Exhibition Day on June 3。It is planned to be released at the end of September, and will enter the publicity and implementation stage of the group standard in early October. The commercial industry Committee of the China Council for the Promotion of International Trade will work with relevant units of the China Trade Promotion system to collect opinions and feedback on the Online Exhibition Service Guide group standards。
Build a service platform
According to Fei Jianming, on April 20, Ningbo held the 2020 Ningbo Export Commodities Global Online Exhibition (special exhibition for the export of epidemic prevention materials), which opened the "through train" of Ningbo foreign trade enterprises in the mode of "shelter exhibition hall" and added impetus to Ningbo's foreign trade。
The online exhibition is an attempt by Ningbo foreign trade enterprises to stabilize orders, expand the market and maintain share through online mode, and it is also an innovative way to crack the constraints of multiple online exhibitions。
42 buyers from more than 20 countries, such as the United States, Russia, Italy, and 55 Ningbo suppliers used video conferencing to negotiate in the cloud。
The implementation of the "shelter exhibition hall" model is the first in the country, aiming to combine online and offline, to provide hardware support for online exhibitors, and to lay the foundation for the next step to do a good job of "online Canton Fair" and "online Consumer Expo" organization。
It is reported that the China Council for the Promotion of International Trade will build a digital exhibition public service platform, which will provide overseas exhibition approval and filing services, achieve the full process management of financial funds exhibition projects, expand the influence of digital exhibition platforms in the industry, and provide public service functions。
According to reports, the digital exhibition platform aims to integrate online and offline, connect domestic and international, serve Chinese and foreign enterprises, and build a trade promotion platform。