论文部分内容阅读
11月9-12日，国际展览业协会（UFI）第83届年会在上海国家会展中心举行。这也是UFI年会时隔十年之后第二次在中国举办。年会主题为“连锁反应——转型中的展览业”，聚焦影响展览业变革的关键因素。《出展世界》杂志作为UFI在中国的独家合作媒体应邀出席报道本次年会，本刊记者现场采访了来自全球各地的行业代表，深入挖掘他们对展览行业发展趋势与中国市场的敏锐见解。
Welcoming more than 600 CEOs， young leaders， and international experts from over 50 countries， the 83rd UFI Congress in Shanghai on 9 to 12 November was a pronominal event and the largest since 1925 in the association’s history. Focusing on digital impact， venue operation， talents retain and relevant topics， delegates from global exhibition industry were encouraged to ride the tides of changes that are impacting the industry. During the congress， Overseas Exhibitions magazine interviewed delegates from worldwide for their perspectives on global exhibition markets and potential cooperation with the Chinese market.
参会代表声音
关于与中国的合作
Ali Khaksar
CEO， Aresa Int’l Event & Trade Management Company
伊朗Aresa国际会展与贸易管理公司首席执行官
我们每年在伊朗的德黑兰和马什哈德举办几场大型国际展会。目前伊朗已经解禁，我们想跟其他国家的主办方合作，帮助企业共同开拓广大的伊朗市场。在中国这个巨大的市场，我们希望跟组展代理机构合作，帮助中国出口企业抓住伊朗市场的商机。本次在上海参加UFI年会是一次非常美好的体验，我们也跟一些中国展览机构进行了洽谈，希望达成合作。
Our company is organizing several international exhibitions in Tehran and Mashhad which are the largest cities in Iran. Chinese market is a huge market for exhibition industry. we are looking for a Chines partner to have a corporation for Iranian exhibitions and Chinese exhibition. NECC is a largest exhibition center in the world and we will hear more about this center. Their host for UFI congress was excellent and we had a chance to talk with some chines organizers for the future corporation.
Prem Behl
Chairman， Exhibitions India Group
印度Exhibitions India Group展览集团主席
我们的展览会深度服务于所在行业。例如，我们举办的Convergence India印度通信展作为信息通讯领域的专业展，已经跨入第25年。下届展会同期我们还将引入印度物联网大会。相信随着技术的进一步发展，专业展会的市场需求将会越来越大。
每年，都会有很多有意开拓印度市场的中国机构前来参加我们的展会。当前，印度政府出台了相关措施，营造更好的商业环境，这个良好的势头也会持续强劲。一方面，我们与中国的代理机构合作；另一方面，我们也到中国的展览会了解行业动态，寻找潜在合作伙伴，包括行业协会、贸易杂志等，邀请中国参展商到印度来。
虽然影响展会成功的因素有很多，但我认为最关键的是策略、执行与客户满意度三个方面。“策略”是指展会所在行业的市场需求会为参展商和展会观众带来可观的价值。“执行”是指合理地设置各项服务的时间节点和预算，并确保安全至上。“客户满意度”是指我们努力与其他活动区别开来，独具卖点。
Our expos focus on critical industry verticals. For instance， Convergence India， which is in its 25th year， focuses on information and communications technologies. Demand for business related expos will continue to grow as technology develops and evolves.
There are multiple factors which impact the success of an exhibition， however， there are three important elements， i.e. strategy， execution and customer satisfaction. Strategy means that we ensure that the market demand provides considerable value for our participants and attendees； execution means we plan our deadlines and budgets， while keeping safety and security concerns as a priority； customer satisfaction： aspire to differentiate our event from the rest. 关于展会品牌打造
Dr. Clemens Schütte（徐凯文博士）
Director of International Business， Messe Düsseldorf GmbH， Vice Chairman， Shanghai New International Expo Centre Co.， Ltd. （SNIEC）
德国杜塞尔多夫展览公司国际业务部总监、上海新国际博览中心有限公司副主席
毫无疑问，中国是目前全球规模最为庞大的会展市场。但是，在展会的品质上，中国与德国等传统会展国家仍有一定差距。我认为，要更好地树立展会品牌，中国的主办方需要在展会观众的质量上做更多提升，提高展会的商务成效。例如，通过收取门票费、筛选观众资质等，确保展会观众是B2B的专业观众而非普通大众。
In comparison with developed exhibition markets like Germany， there is still space for quality improvement in China. For example， to raise the percentage of trade visitors by ticket pricing and visitor profile screening.
关于展会数据服务
Gunnar Heinrich
CEO， Adventics GmbH
德国慕尼黑Adventics展览咨询公司首席执行官
与在其他行业一样，数据在展览行业中有着极大的价值。对数据的有效使用将提升展会的贸易成交率和商家的业绩。当人们发现数据的统筹分析和数字化手段的使用能够提升业绩，他们就会非常配合，使主办方收集到广泛而有效的展会数据。
在数据安全方面，德国有非常严谨的法律来保护人们的隐私安全。主办方要确保自己对数据的使用符合所在国家相关法令的规定。同时，提前告知人们相关数据的使用方式，并保证数据收集过程的透明度，都是数据安全的重要方面。
When companies realize that meaningful analysis of data can create business value， they would be willing to provide corporate information. However， organizers and service suppliers need to keep in line with local legal system in data collection and utilization.
关于场馆运营
Varathan Anbu
CEO， Bangalore International Exhibition Centre
印度班加罗尔国际会展中心总经理兼首席执行官
2000年以来，印度经济大幅增长，当前经济增长率高达7.6%，每年售出的展会净面积为200万平米，而将近75%的展会集中在孟买、德里、班加罗尔等主要城市。我们也将扩建新馆，并设置科学的建筑架构，满足多元活动需求。
Since 2000， the Indian economy has been increasing at a rapid speed of 7.6%， and annual exhibition space sold reaches 2 million square meters， of which about 75% are held in Mumbai， Delhi，and Bangalore. Our center is expanding and with flexible building structure to meet clients’need to host diverse events.
Abdul Hadi Khan
Manager （Marketing），India Exposition Mart Ltd.
印度新德里India Exposition Mart Ltd.展览公司市场部经理
中国和印度同为亚洲重要的展览市场，在行业合作方面有良好的发展势头。作为德里的一座现代化的多功能场馆，我们承办的展会主要是为了促进中小企业的商品流通。目前，印度的几大会展中心均已在积极扩建，这对不断壮大的印度市场而言是利好消息。我希望更多的中国主办方和会展企业到印度考察合作，挖掘当地市场的巨大潜力。
India Exposition Mart Ltd （IEML） is established for improving the vast potential of exporting Indian Handicrafts.Currently a number of expo center are being expanded or newly launched to meet ever increasing demand of international and domestic organizers， which I believe is good news for the entire exhibition industry and I sincerely hope that more Chinese exhibition companies come here to seek cooperation.
Richard Mann
Market Development Director of Venue Sales， The National Exhibition Centre
英国伯明翰国家展览中心市场发展部总监
从前几年开始，伯明翰国家展览中心由政府运营改为由私营机构运营。通过调整业务框架、提升服务品质，我们在短短几年内实现了从亏损向稳定盈利的转变。对会展场馆而言，数字技术可以为客户带来更为便捷的参会体验，但要从根本上提升客户满意度，精良的服务才是根本。
Since a few years ago， the National Exhibition Centre as the biggest venue in the UK and one of the busiest in Europe， was sold to private operator by local government. However， thanks to more flexible business models and more customized quality， we have now entered into a profitable finance position. In terms of technology， although we cannot fail to ignore them， but to maintain high service quality is the key to customer satisfaction.
Welcoming more than 600 CEOs， young leaders， and international experts from over 50 countries， the 83rd UFI Congress in Shanghai on 9 to 12 November was a pronominal event and the largest since 1925 in the association’s history. Focusing on digital impact， venue operation， talents retain and relevant topics， delegates from global exhibition industry were encouraged to ride the tides of changes that are impacting the industry. During the congress， Overseas Exhibitions magazine interviewed delegates from worldwide for their perspectives on global exhibition markets and potential cooperation with the Chinese market.
参会代表声音
关于与中国的合作
Ali Khaksar
CEO， Aresa Int’l Event & Trade Management Company
伊朗Aresa国际会展与贸易管理公司首席执行官
我们每年在伊朗的德黑兰和马什哈德举办几场大型国际展会。目前伊朗已经解禁，我们想跟其他国家的主办方合作，帮助企业共同开拓广大的伊朗市场。在中国这个巨大的市场，我们希望跟组展代理机构合作，帮助中国出口企业抓住伊朗市场的商机。本次在上海参加UFI年会是一次非常美好的体验，我们也跟一些中国展览机构进行了洽谈，希望达成合作。
Our company is organizing several international exhibitions in Tehran and Mashhad which are the largest cities in Iran. Chinese market is a huge market for exhibition industry. we are looking for a Chines partner to have a corporation for Iranian exhibitions and Chinese exhibition. NECC is a largest exhibition center in the world and we will hear more about this center. Their host for UFI congress was excellent and we had a chance to talk with some chines organizers for the future corporation.
Prem Behl
Chairman， Exhibitions India Group
印度Exhibitions India Group展览集团主席
我们的展览会深度服务于所在行业。例如，我们举办的Convergence India印度通信展作为信息通讯领域的专业展，已经跨入第25年。下届展会同期我们还将引入印度物联网大会。相信随着技术的进一步发展，专业展会的市场需求将会越来越大。
每年，都会有很多有意开拓印度市场的中国机构前来参加我们的展会。当前，印度政府出台了相关措施，营造更好的商业环境，这个良好的势头也会持续强劲。一方面，我们与中国的代理机构合作；另一方面，我们也到中国的展览会了解行业动态，寻找潜在合作伙伴，包括行业协会、贸易杂志等，邀请中国参展商到印度来。
虽然影响展会成功的因素有很多，但我认为最关键的是策略、执行与客户满意度三个方面。“策略”是指展会所在行业的市场需求会为参展商和展会观众带来可观的价值。“执行”是指合理地设置各项服务的时间节点和预算，并确保安全至上。“客户满意度”是指我们努力与其他活动区别开来，独具卖点。
Our expos focus on critical industry verticals. For instance， Convergence India， which is in its 25th year， focuses on information and communications technologies. Demand for business related expos will continue to grow as technology develops and evolves.
There are multiple factors which impact the success of an exhibition， however， there are three important elements， i.e. strategy， execution and customer satisfaction. Strategy means that we ensure that the market demand provides considerable value for our participants and attendees； execution means we plan our deadlines and budgets， while keeping safety and security concerns as a priority； customer satisfaction： aspire to differentiate our event from the rest. 关于展会品牌打造
Dr. Clemens Schütte（徐凯文博士）
Director of International Business， Messe Düsseldorf GmbH， Vice Chairman， Shanghai New International Expo Centre Co.， Ltd. （SNIEC）
德国杜塞尔多夫展览公司国际业务部总监、上海新国际博览中心有限公司副主席
毫无疑问，中国是目前全球规模最为庞大的会展市场。但是，在展会的品质上，中国与德国等传统会展国家仍有一定差距。我认为，要更好地树立展会品牌，中国的主办方需要在展会观众的质量上做更多提升，提高展会的商务成效。例如，通过收取门票费、筛选观众资质等，确保展会观众是B2B的专业观众而非普通大众。
In comparison with developed exhibition markets like Germany， there is still space for quality improvement in China. For example， to raise the percentage of trade visitors by ticket pricing and visitor profile screening.
关于展会数据服务
Gunnar Heinrich
CEO， Adventics GmbH
德国慕尼黑Adventics展览咨询公司首席执行官
与在其他行业一样，数据在展览行业中有着极大的价值。对数据的有效使用将提升展会的贸易成交率和商家的业绩。当人们发现数据的统筹分析和数字化手段的使用能够提升业绩，他们就会非常配合，使主办方收集到广泛而有效的展会数据。
在数据安全方面，德国有非常严谨的法律来保护人们的隐私安全。主办方要确保自己对数据的使用符合所在国家相关法令的规定。同时，提前告知人们相关数据的使用方式，并保证数据收集过程的透明度，都是数据安全的重要方面。
When companies realize that meaningful analysis of data can create business value， they would be willing to provide corporate information. However， organizers and service suppliers need to keep in line with local legal system in data collection and utilization.
关于场馆运营
Varathan Anbu
CEO， Bangalore International Exhibition Centre
印度班加罗尔国际会展中心总经理兼首席执行官
2000年以来，印度经济大幅增长，当前经济增长率高达7.6%，每年售出的展会净面积为200万平米，而将近75%的展会集中在孟买、德里、班加罗尔等主要城市。我们也将扩建新馆，并设置科学的建筑架构，满足多元活动需求。
Since 2000， the Indian economy has been increasing at a rapid speed of 7.6%， and annual exhibition space sold reaches 2 million square meters， of which about 75% are held in Mumbai， Delhi，and Bangalore. Our center is expanding and with flexible building structure to meet clients’need to host diverse events.
Abdul Hadi Khan
Manager （Marketing），India Exposition Mart Ltd.
印度新德里India Exposition Mart Ltd.展览公司市场部经理
中国和印度同为亚洲重要的展览市场，在行业合作方面有良好的发展势头。作为德里的一座现代化的多功能场馆，我们承办的展会主要是为了促进中小企业的商品流通。目前，印度的几大会展中心均已在积极扩建，这对不断壮大的印度市场而言是利好消息。我希望更多的中国主办方和会展企业到印度考察合作，挖掘当地市场的巨大潜力。
India Exposition Mart Ltd （IEML） is established for improving the vast potential of exporting Indian Handicrafts.Currently a number of expo center are being expanded or newly launched to meet ever increasing demand of international and domestic organizers， which I believe is good news for the entire exhibition industry and I sincerely hope that more Chinese exhibition companies come here to seek cooperation.
Richard Mann
Market Development Director of Venue Sales， The National Exhibition Centre
英国伯明翰国家展览中心市场发展部总监
从前几年开始，伯明翰国家展览中心由政府运营改为由私营机构运营。通过调整业务框架、提升服务品质，我们在短短几年内实现了从亏损向稳定盈利的转变。对会展场馆而言，数字技术可以为客户带来更为便捷的参会体验，但要从根本上提升客户满意度，精良的服务才是根本。
Since a few years ago， the National Exhibition Centre as the biggest venue in the UK and one of the busiest in Europe， was sold to private operator by local government. However， thanks to more flexible business models and more customized quality， we have now entered into a profitable finance position. In terms of technology， although we cannot fail to ignore them， but to maintain high service quality is the key to customer satisfaction.