论文部分内容阅读
任恩杰 总经理
北京恒立伟业国际展览有限公司Ren Enjie General Manager， Beijing Heliview Int’l Exhibition Co.， Ltd.
我司主要组织新兴会展市场的展会项目。在自办展方面，我们每年在波兰举办Home&Garden展会，主要展出家电、五金、卫浴和建材产品；我们也在当地一个知名汽配展览会期间举办“展中展”。另外，我们与国内有关单位在緬甸举办一个摩托车展，每年一届。
我认为，新兴市场的商机很大。一方面，很多新兴市场与中国的经贸联系日益增加；另一方面，“一带一路”很多国家的会展市场都不成熟，缺乏专业展，我们的自办展能很好地填补行业空白。当前，国内企业在欧美等成熟市场的业务开展已经相当稳定，借助国家的政策支持，开拓新兴市场的积极性也很大。
在“一带一路”区域办展，主要的困难是当地的会展环境不成熟，硬件设施不完善、语言沟通不畅、合作伙伴的专业程度不足、经验缺乏。另外，大部分“一带一路”国家人口数量不大，人均购买力也不大，市场体量小，展会对周边市场的辐射范围也十分有限，大部分展会都只是针对当地市场。因此，在这些地方办展需要有长期的耐心，特别在推广工作上要双管齐下：一方面是面向公众推广中国产品的整体形象，增强其购买意愿；另一方面是通过专业媒体和行业协会等，定向邀请展会专业客商。
再以缅甸展为例，当地市场刚刚实行开放，对各类物资和基础建设的需求都很大。虽然当地展览市场还比较落后，但中国摩托车在当地市场非常受欢迎，我们的展会也非常成功。现在，我们还在不断策划在新兴市场举办更多的展览会，先入为主抓住当地会展市场商机。
Currently we organize several outbound Chinese exhibitions： a Home&Garden show and an auto parts expo in Poland； and a motorbike expo in Myanmar， which is gaining great ground.
On the whole， the Belt and Road countries and regions are huge in terms of business opportunities. The local exhibition market is immature and lack professional exhibitions， so our Chinese exhibitions can fill the gap of the industry.
On the other hand， to organize exhibitions in the Belt and Road region， the main difficulty is that the local exhibition environment is not mature. The insufficient hardware facilities， obstacles in communication， lack of professional skills and experience of partner are among the problems. In addition， in most of the Belt and Road markets， local population and the per capita purchasing power is not large， the market volume is small， the scope of radiation on the surrounding exhibition market is also very limited， most of the exhibition are only for the local market. Still， the huge market space to be explored is there. Considering current successes， we are planing organizing more exhibitions along the region.
张雅竹 副总经理
通用国际广告展览公司Zhang Yazhu Deputy Genera Manager， Genertec International Advertising and Exhibition Co.， Ltd
目前我司每年主要在“一带一路区域”举办4个自办展：中国汽车零部件（泰国）品牌展（与商务部合办）、中国汽车零部件（巴基斯坦）品牌展、中国农业塞尔维亚展，以及中国石油装备伊朗品牌展。
我认为“一带一路”区域会展市场可以用“潜力无限”来形容。新兴市场不只是会展行业较为新兴，各个行业也都还不发达，但在这样的市场，展会的成长性往往较强，我们组织企业参加当地展会也尝到了甜头。同时，在这些市场办展也面临一些挑战。从外部看，当地的会展基础设施都还不发达，组展机构的办展专业水平也有待提高，但正因为如此，我们才有机会以自办展形式进入当地会展市场填补空白。另一方面，有些国家的展会运作过程有管理不够规范之处，例如展品运输、展位搭建以及餐饮服务等都有待于进一步提升。
在未来，我们将从两个方面继续开拓“一带一路”会展市场：一是继续深耕原有的汽车与摩托车配件行业，开拓该领域的自办展业务；二是挖掘“一带一路”市场其他行业的参展和组展机会。最重要的是一直保持敏锐的创新意识，不断发掘企业新的需求点，寻找可靠且有实力的国内外合作伙伴，并应用我方的办展经验，积累各方资源，形成合力，满足中国参展企业的诉求，为企业打造出国参展的国家平台，相信会不断扩大“一带一路”的会展市场份额和行业类别。 Each year， we organize 4 Chinese exhibitions abroad： two auto parts shows in Thailand and Pakistan respectively， an agriculture show in Serbia， and an oil equipment show in Iran.
I think the Belt and Road exhibition markets can be described as embracing Unlimited Potential. The scale of the Chinese exhibition space has been increasing rapidly， sometimes even at several times each year！ In the meantime， local facilities and exhibition service quality need to be improved accordingly.
In the future， we plan to further enter local markets： one， cultivate more exhibitions in the auto parts sector which we are good at； second， seek exhibition opportunities in other industry sectors and cooperate with reliable domestic and local partners to create quality exhibition platforms for Chinese exhibitors.
段婧 總经理
北京辉煌魅力国际商务会展有限公司Nina Duan General Manager， Beijing Glory Glamour International Commerce & Exhibition Co.， Ltd
目前我司在伊朗举办石油自办展和钢铁自办展各一个，并在卡塔尔举办中国制造品牌商品展，展示“中国制造2025”的优秀产品和企业。最近，我们对卡塔尔展进行了非常详尽的推介并取得了很好的效果。我们的展会也得到了当地政府高层的支持。
当前，卡塔尔已经获得2019年世锦赛、2022年世界杯举办权。为此，当地政府已决定投入2850亿美金在基础设施建设等领域，而中国银行、中国工商银行在当地设点，为中国企业进入当地市场提供融资等一系列服务，法律、物流等行业也积极助力中国参展企业不断开拓当地市场。另一方面，虽然当地市场需求很大，但当地的中国人还非常少，国内企业对当地的信息了解也非常不足够。我们希望以展会作为平台，推动中国企业走出去，并不断扩大展会在当地的影响力和知名度。
我认为，中国的海外自办展“走出去”，并不是简单地举办若干展览会，而是要在持续举办优质展会的过程中，把国内的会展人才、优秀的办展理念和管理模式等引入国际会展市场。从操作层面，“一带一路”会展市场机会很多，我们打算先集中精力打造一个优质样板，然后复制到其他行业领域。同时，根据企业开拓市场的意向和当地市场需求，采用“综合展+专业展”的模式，提高展会的辐射面和专业效果。
At present， our company holds an oil exhibition and a steel exhibition in Iran， and the "Made in China brand commodities exhibition" in Qatar， displaying the excellent products and enterprises of "made in China 2025". Recently， we gave a very detailed presentation of the Qatar exhibition and achieved very good results. Our exhibition has also been supported by the top brass of the local government.
Qatar has won the hosting right of 2019 World Championships and the 2022 World Cup. The local government has decided to invest$285 billion in infrastructure construction and other fields， and the Bank of China and Industrial & Commercial Bank of China have set local office to provide financing and other services for the Chinese enterprises to enter the local market. The law， logistics industry is also actively help China exhibitors open up the local market.
On the other hand， although the local market demand is huge， but the number of local Chinese are still very small， domestic enterprises’ understanding of local market is also very inadequate. We hope to use the exhibition as a platform to promote Chinese enterprises to "go global" and to expand the influence and reputation of the exhibition in the region.
I think that for self-organized outbound Chinese exhibition to "go out"， we are not simply holding exhibitions， but in the process of organizing sustainable and high-quality exhibitions， we need to present the domestic exhibition talent， excellent exhibition concepts and management modes into the international exhibition market. From the operational level， facing with abundant opportunities in the Belt and Road exhibition mark we plan to first concentrate on building a high quality model， and then copy the success experience to other industries. At the same time， according to the intention of enterprises to open up the market and local market demand， we will adopt the "comprehensive ex h ibit ion + professiona l exhibition" mode to improve the radiation level and B2B effect of the exhibitions.
北京恒立伟业国际展览有限公司Ren Enjie General Manager， Beijing Heliview Int’l Exhibition Co.， Ltd.
我司主要组织新兴会展市场的展会项目。在自办展方面，我们每年在波兰举办Home&Garden展会，主要展出家电、五金、卫浴和建材产品；我们也在当地一个知名汽配展览会期间举办“展中展”。另外，我们与国内有关单位在緬甸举办一个摩托车展，每年一届。
我认为，新兴市场的商机很大。一方面，很多新兴市场与中国的经贸联系日益增加；另一方面，“一带一路”很多国家的会展市场都不成熟，缺乏专业展，我们的自办展能很好地填补行业空白。当前，国内企业在欧美等成熟市场的业务开展已经相当稳定，借助国家的政策支持，开拓新兴市场的积极性也很大。
在“一带一路”区域办展，主要的困难是当地的会展环境不成熟，硬件设施不完善、语言沟通不畅、合作伙伴的专业程度不足、经验缺乏。另外，大部分“一带一路”国家人口数量不大，人均购买力也不大，市场体量小，展会对周边市场的辐射范围也十分有限，大部分展会都只是针对当地市场。因此，在这些地方办展需要有长期的耐心，特别在推广工作上要双管齐下：一方面是面向公众推广中国产品的整体形象，增强其购买意愿；另一方面是通过专业媒体和行业协会等，定向邀请展会专业客商。
再以缅甸展为例，当地市场刚刚实行开放，对各类物资和基础建设的需求都很大。虽然当地展览市场还比较落后，但中国摩托车在当地市场非常受欢迎，我们的展会也非常成功。现在，我们还在不断策划在新兴市场举办更多的展览会，先入为主抓住当地会展市场商机。
Currently we organize several outbound Chinese exhibitions： a Home&Garden show and an auto parts expo in Poland； and a motorbike expo in Myanmar， which is gaining great ground.
On the whole， the Belt and Road countries and regions are huge in terms of business opportunities. The local exhibition market is immature and lack professional exhibitions， so our Chinese exhibitions can fill the gap of the industry.
On the other hand， to organize exhibitions in the Belt and Road region， the main difficulty is that the local exhibition environment is not mature. The insufficient hardware facilities， obstacles in communication， lack of professional skills and experience of partner are among the problems. In addition， in most of the Belt and Road markets， local population and the per capita purchasing power is not large， the market volume is small， the scope of radiation on the surrounding exhibition market is also very limited， most of the exhibition are only for the local market. Still， the huge market space to be explored is there. Considering current successes， we are planing organizing more exhibitions along the region.
张雅竹 副总经理
通用国际广告展览公司Zhang Yazhu Deputy Genera Manager， Genertec International Advertising and Exhibition Co.， Ltd
目前我司每年主要在“一带一路区域”举办4个自办展：中国汽车零部件（泰国）品牌展（与商务部合办）、中国汽车零部件（巴基斯坦）品牌展、中国农业塞尔维亚展，以及中国石油装备伊朗品牌展。
我认为“一带一路”区域会展市场可以用“潜力无限”来形容。新兴市场不只是会展行业较为新兴，各个行业也都还不发达，但在这样的市场，展会的成长性往往较强，我们组织企业参加当地展会也尝到了甜头。同时，在这些市场办展也面临一些挑战。从外部看，当地的会展基础设施都还不发达，组展机构的办展专业水平也有待提高，但正因为如此，我们才有机会以自办展形式进入当地会展市场填补空白。另一方面，有些国家的展会运作过程有管理不够规范之处，例如展品运输、展位搭建以及餐饮服务等都有待于进一步提升。
在未来，我们将从两个方面继续开拓“一带一路”会展市场：一是继续深耕原有的汽车与摩托车配件行业，开拓该领域的自办展业务；二是挖掘“一带一路”市场其他行业的参展和组展机会。最重要的是一直保持敏锐的创新意识，不断发掘企业新的需求点，寻找可靠且有实力的国内外合作伙伴，并应用我方的办展经验，积累各方资源，形成合力，满足中国参展企业的诉求，为企业打造出国参展的国家平台，相信会不断扩大“一带一路”的会展市场份额和行业类别。 Each year， we organize 4 Chinese exhibitions abroad： two auto parts shows in Thailand and Pakistan respectively， an agriculture show in Serbia， and an oil equipment show in Iran.
I think the Belt and Road exhibition markets can be described as embracing Unlimited Potential. The scale of the Chinese exhibition space has been increasing rapidly， sometimes even at several times each year！ In the meantime， local facilities and exhibition service quality need to be improved accordingly.
In the future， we plan to further enter local markets： one， cultivate more exhibitions in the auto parts sector which we are good at； second， seek exhibition opportunities in other industry sectors and cooperate with reliable domestic and local partners to create quality exhibition platforms for Chinese exhibitors.
段婧 總经理
北京辉煌魅力国际商务会展有限公司Nina Duan General Manager， Beijing Glory Glamour International Commerce & Exhibition Co.， Ltd
目前我司在伊朗举办石油自办展和钢铁自办展各一个，并在卡塔尔举办中国制造品牌商品展，展示“中国制造2025”的优秀产品和企业。最近，我们对卡塔尔展进行了非常详尽的推介并取得了很好的效果。我们的展会也得到了当地政府高层的支持。
当前，卡塔尔已经获得2019年世锦赛、2022年世界杯举办权。为此，当地政府已决定投入2850亿美金在基础设施建设等领域，而中国银行、中国工商银行在当地设点，为中国企业进入当地市场提供融资等一系列服务，法律、物流等行业也积极助力中国参展企业不断开拓当地市场。另一方面，虽然当地市场需求很大，但当地的中国人还非常少，国内企业对当地的信息了解也非常不足够。我们希望以展会作为平台，推动中国企业走出去，并不断扩大展会在当地的影响力和知名度。
我认为，中国的海外自办展“走出去”，并不是简单地举办若干展览会，而是要在持续举办优质展会的过程中，把国内的会展人才、优秀的办展理念和管理模式等引入国际会展市场。从操作层面，“一带一路”会展市场机会很多，我们打算先集中精力打造一个优质样板，然后复制到其他行业领域。同时，根据企业开拓市场的意向和当地市场需求，采用“综合展+专业展”的模式，提高展会的辐射面和专业效果。
At present， our company holds an oil exhibition and a steel exhibition in Iran， and the "Made in China brand commodities exhibition" in Qatar， displaying the excellent products and enterprises of "made in China 2025". Recently， we gave a very detailed presentation of the Qatar exhibition and achieved very good results. Our exhibition has also been supported by the top brass of the local government.
Qatar has won the hosting right of 2019 World Championships and the 2022 World Cup. The local government has decided to invest$285 billion in infrastructure construction and other fields， and the Bank of China and Industrial & Commercial Bank of China have set local office to provide financing and other services for the Chinese enterprises to enter the local market. The law， logistics industry is also actively help China exhibitors open up the local market.
On the other hand， although the local market demand is huge， but the number of local Chinese are still very small， domestic enterprises’ understanding of local market is also very inadequate. We hope to use the exhibition as a platform to promote Chinese enterprises to "go global" and to expand the influence and reputation of the exhibition in the region.
I think that for self-organized outbound Chinese exhibition to "go out"， we are not simply holding exhibitions， but in the process of organizing sustainable and high-quality exhibitions， we need to present the domestic exhibition talent， excellent exhibition concepts and management modes into the international exhibition market. From the operational level， facing with abundant opportunities in the Belt and Road exhibition mark we plan to first concentrate on building a high quality model， and then copy the success experience to other industries. At the same time， according to the intention of enterprises to open up the market and local market demand， we will adopt the "comprehensive ex h ibit ion + professiona l exhibition" mode to improve the radiation level and B2B effect of the exhibitions.