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Aflock of children led by their teachers swarmed into the Beijing Exhibition Center, the capital’s first large com- prehensive exhibition venue built in 1954. They went there to visit the 2011 China Dance Expo.
The expo, which was held on July 22-24, covered an exhibition area of 10,000 square meters, offering 400 booths to suppliers, theaters, academies and other organizations involved in the dance industry.
“We hope the expo can serve as a bridge between dance product vendors, dance performers, theaters, studios and colleges, and spectators, to link enterprises and consumers,” said Feng Shuangbai, Vice Chairman of the China Dancers Association (CDA), organizer of the expo.
It was the second time the association has staged a nationwide dance exposition. Although the first dance expo in 2002 in Kunming, the capital of Yunnan Province, did not attract much attention, it laid a foundation for the follow-up.
“In the nine years since the first expo, economic and social conditions in China have made great progress. China has held several big events and expositions, such as the 2008 Beijing Olympic Games, 2010 World Expo in Shanghai and the 2010 Asian Games in Guangzhou, driving the growth of the mar-
keting of and interest in dance in China. As a result, a new opportunity for the Chinese dance industry has arrived,” said Feng.
The expo has not only presented the achievements Chinese dance has achieved in recent years to visitors, but also enabled visitors to experience new dance-related products while enjoying colorful live dance performances. The interaction between exhibitors and visitors strengthened understanding of visitors about dance, and the public particularly could get an overall view of the industry.
Development
“What’s more, the industry is facing its best-ever opportunity to develop as dance’s popularity grows in Chinese people’s everyday lives. During the past 30 years, dance has grown to be a large part of China’s culture and arts market. From individual workshops to improved manufacture of accessories, the industry is now large, which comprises three main areas: Performance, supply of products and training,” said Zhang Rui, general manager of a dance costume producer participating in the expo.
Today, large dance performances in China often involve an investment of more than 10 million yuan ($1.55 million), said Feng.
The Report of Revenue and Operation of the 50 Best Plays and Operas released by the
Ministry of Culture in 2009 shows the dance drama A Great Dream of Dunhuang ranked second with an input-output ratio of 650 percent. And there were 14 dance dramas which achieved revenue returns of average 290.36 percent.
In addition to dance performance, there is a growing demand for dance accessories and training. Parents are spending money and time on dance training and costumes for their children, and constitute a huge consuming group.
“More than 200 universities and academies now teach dance, and the queues of people learning dance grow every day. Generally speaking, a big dance product manufacturer’s output value exceeds 100 million yuan ($15.5 million) a year,” Feng said.
Problems
The opportunities have attracted a large number of businesspeople who have thrown themselves into the industry, in which the good and the bad are intermingled.
During the expo, a forum on the dance industry was held to provide a platform for enterprises to discuss solutions to some problems hindering the development of the industry.
“We try to set up equitable rules and unified standards for the dance industry.
The forum is considered an assembly of the whole China’s dance industry,” Feng said.
“The market is being spoiled by piracy, disorderly competition and fake commodities. We therefore hope to build a platform through the expo to collect suggestions about the industry and establish unified standards and norms,” he said.
The proposal has received an enthusiastic response from the industry. More than 70 dance product suppliers and cultural studios across the country attended the forum to discuss the foundation of a nationwide dance industry guild.
The industry will probably decline, if intellectual property is not protected and piracy cannot be eliminated, most participants agreed.
“We have worked for many years on researching and developing video-audio products to teach dance. But piracy is rampant in the industry, which damages the creativity of the sector tremendously. Establishing clear norms and standards to protect intellectual property is now a priority for the whole industry,” said Wu Haiwen, Deputy Manager of Beijing Tiantian Art Co. Ltd.
Previously, in 2005, leaders of big domestic dance product providers had discussed countermeasures to disorderly market competition. They agreed that standards—including market access and segmentation, and quality assessment—are the key to resolve problems. But how to establish a standard system? There were no ideas at that time.
Besides, many unqualified speculators flocked into the market, blindly copying oth- ers’ products and styles for profit, leading to further disordered competition. Most dance product brands have been affected by counterfeit commodities.
“We established our brand from beginning our business in 1995. We have developed a full product line for dance now. But a lot of workshops flocked into the industry when they found there were profits in dance. As a result, unqualified service and products damaged the reputation of the industry,” said Bai Jinfeng, General Manager of the Beijing-based Beiwu Dance Co. Ltd.
Many dance industry enterprises do not attach importance to innovation and research. Dance product suppliers always invest blindly, leading to unhealthy competition and waste of resources. It is necessary to set up an industry association to resolve these issues, suggested by Ma Hongyu, General Manager of Red Rain International Group Co. Ltd. in Beijing.
The China Dance Expo and its forum is a good approach to realizing their aims for the business representatives attending, Ma said.
“We hope the CDA will help establish a guild to promote our domestic brands on the international market. I think the guild should have four functions. First, normalizing competition and verifying quality; second, establishing industry standards; third, supervising the industry; and fourth, directing the division of work. I believe the dance product industry can realize sustainable development and create world-class brands through our concerted efforts,” she said.
Dance carnival
During the expo, a series of contests and performances premiered at the exhibition center in Beijing presented a dance carnival to the public. For example, the National Children Dance Competition, Elegant Lotus, sponsored by the CDA, the highest-level dance contest for school children, gathered nearly 10,000 young contestants from all over the country. When groups of lovely children in turn danced elegantly, spectators applauded loudly and happily, highlighting the expo.
Notably, the Giselle Dance Theater from New Taipei City, comprised of teenage students, was invited to participate in the CrossStraits Dance Communication Session this summer. These young artists selected 2011 China Dance Expo as their stage, dancing in a distinctive Taiwan style in collaboration with Beijing’s student dancers for the audience.
Splendid dance performances, colorful entertainment and the release of numerous products turned the China Dance Expo into a big, lively dance party.
The expo, which was held on July 22-24, covered an exhibition area of 10,000 square meters, offering 400 booths to suppliers, theaters, academies and other organizations involved in the dance industry.
“We hope the expo can serve as a bridge between dance product vendors, dance performers, theaters, studios and colleges, and spectators, to link enterprises and consumers,” said Feng Shuangbai, Vice Chairman of the China Dancers Association (CDA), organizer of the expo.
It was the second time the association has staged a nationwide dance exposition. Although the first dance expo in 2002 in Kunming, the capital of Yunnan Province, did not attract much attention, it laid a foundation for the follow-up.
“In the nine years since the first expo, economic and social conditions in China have made great progress. China has held several big events and expositions, such as the 2008 Beijing Olympic Games, 2010 World Expo in Shanghai and the 2010 Asian Games in Guangzhou, driving the growth of the mar-
keting of and interest in dance in China. As a result, a new opportunity for the Chinese dance industry has arrived,” said Feng.
The expo has not only presented the achievements Chinese dance has achieved in recent years to visitors, but also enabled visitors to experience new dance-related products while enjoying colorful live dance performances. The interaction between exhibitors and visitors strengthened understanding of visitors about dance, and the public particularly could get an overall view of the industry.
Development
“What’s more, the industry is facing its best-ever opportunity to develop as dance’s popularity grows in Chinese people’s everyday lives. During the past 30 years, dance has grown to be a large part of China’s culture and arts market. From individual workshops to improved manufacture of accessories, the industry is now large, which comprises three main areas: Performance, supply of products and training,” said Zhang Rui, general manager of a dance costume producer participating in the expo.
Today, large dance performances in China often involve an investment of more than 10 million yuan ($1.55 million), said Feng.
The Report of Revenue and Operation of the 50 Best Plays and Operas released by the
Ministry of Culture in 2009 shows the dance drama A Great Dream of Dunhuang ranked second with an input-output ratio of 650 percent. And there were 14 dance dramas which achieved revenue returns of average 290.36 percent.
In addition to dance performance, there is a growing demand for dance accessories and training. Parents are spending money and time on dance training and costumes for their children, and constitute a huge consuming group.
“More than 200 universities and academies now teach dance, and the queues of people learning dance grow every day. Generally speaking, a big dance product manufacturer’s output value exceeds 100 million yuan ($15.5 million) a year,” Feng said.
Problems
The opportunities have attracted a large number of businesspeople who have thrown themselves into the industry, in which the good and the bad are intermingled.
During the expo, a forum on the dance industry was held to provide a platform for enterprises to discuss solutions to some problems hindering the development of the industry.
“We try to set up equitable rules and unified standards for the dance industry.
The forum is considered an assembly of the whole China’s dance industry,” Feng said.
“The market is being spoiled by piracy, disorderly competition and fake commodities. We therefore hope to build a platform through the expo to collect suggestions about the industry and establish unified standards and norms,” he said.
The proposal has received an enthusiastic response from the industry. More than 70 dance product suppliers and cultural studios across the country attended the forum to discuss the foundation of a nationwide dance industry guild.
The industry will probably decline, if intellectual property is not protected and piracy cannot be eliminated, most participants agreed.
“We have worked for many years on researching and developing video-audio products to teach dance. But piracy is rampant in the industry, which damages the creativity of the sector tremendously. Establishing clear norms and standards to protect intellectual property is now a priority for the whole industry,” said Wu Haiwen, Deputy Manager of Beijing Tiantian Art Co. Ltd.
Previously, in 2005, leaders of big domestic dance product providers had discussed countermeasures to disorderly market competition. They agreed that standards—including market access and segmentation, and quality assessment—are the key to resolve problems. But how to establish a standard system? There were no ideas at that time.
Besides, many unqualified speculators flocked into the market, blindly copying oth- ers’ products and styles for profit, leading to further disordered competition. Most dance product brands have been affected by counterfeit commodities.
“We established our brand from beginning our business in 1995. We have developed a full product line for dance now. But a lot of workshops flocked into the industry when they found there were profits in dance. As a result, unqualified service and products damaged the reputation of the industry,” said Bai Jinfeng, General Manager of the Beijing-based Beiwu Dance Co. Ltd.
Many dance industry enterprises do not attach importance to innovation and research. Dance product suppliers always invest blindly, leading to unhealthy competition and waste of resources. It is necessary to set up an industry association to resolve these issues, suggested by Ma Hongyu, General Manager of Red Rain International Group Co. Ltd. in Beijing.
The China Dance Expo and its forum is a good approach to realizing their aims for the business representatives attending, Ma said.
“We hope the CDA will help establish a guild to promote our domestic brands on the international market. I think the guild should have four functions. First, normalizing competition and verifying quality; second, establishing industry standards; third, supervising the industry; and fourth, directing the division of work. I believe the dance product industry can realize sustainable development and create world-class brands through our concerted efforts,” she said.
Dance carnival
During the expo, a series of contests and performances premiered at the exhibition center in Beijing presented a dance carnival to the public. For example, the National Children Dance Competition, Elegant Lotus, sponsored by the CDA, the highest-level dance contest for school children, gathered nearly 10,000 young contestants from all over the country. When groups of lovely children in turn danced elegantly, spectators applauded loudly and happily, highlighting the expo.
Notably, the Giselle Dance Theater from New Taipei City, comprised of teenage students, was invited to participate in the CrossStraits Dance Communication Session this summer. These young artists selected 2011 China Dance Expo as their stage, dancing in a distinctive Taiwan style in collaboration with Beijing’s student dancers for the audience.
Splendid dance performances, colorful entertainment and the release of numerous products turned the China Dance Expo into a big, lively dance party.