Our country’s overseas exhibitions were created to meet the needs of our country’s diplomacy and foreign trade. This year marks the 70th anniversary of the establishment of the China Council for the Promotion of International Trade, and New China’s overseas exhibitions have also gone through a 70-year journey. In the early days of the founding of the People’s Republic of China, China faced economic blockade and political isolation from Western countries. It needed to carry out publicity by participating in and hosting exhibitions abroad, promote the development of foreign relations, and step onto the world stage. China Council for the Promotion of International Trade has become the only organization specializing in overseas exhibitions since the founding of the People’s Republic of China. It has made contributions to breaking the Western blockade, realizing unimpeded trade, and shouldering the special mission of promoting politics through economy and promoting officials through people. From then to now, my country’s overseas exhibition industry has gradually grown with the development of the national economy.
The promotion of foreign trade development through exhibitions
Since the 18th National Congress of the Communist Party of China, exhibitions have developed rapidly. The “China Exhibition Economic Development Report (2012-2019)” released by the China Council for the Promotion of International Trade shows that the total number of overseas exhibitions and exhibitions in 2019 was 1,766, an increase of 13% over 2012, the exhibition area increased by 24.78%, and the number of exhibitors increased by 21.31% %. Combined with my country’s foreign trade export situation, the total import and export volume in 2019 was 31,544.6 billion yuan. Among them, exports were 17.2298 billion yuan, an increase of 24.90% compared with 2012, which was close to the growth of the total number of exhibitions. There is a close correlation between the total number of exhibitions and foreign trade export value, which shows the close relationship between exhibitions and foreign trade.
Statistics show that in 2012, the country’s total exports were 1,293.59 billion yuan, and the number of overseas exhibition projects was 1,536; in 2013, the total exports were 1,371.31 billion yuan yuan, with 1,391 overseas exhibition projects; in 2014, the total export volume was 1,438.11 billion yuan, and the number of overseas exhibition projects was 1,447; in 2015, the total export volume was 1,411.67 billion yuan, with 1,385 overseas exhibition projects; in 2016, the total export volume was 1,384.19 billion yuan, The number of overseas exhibition projects was 1,492; the total export volume in 2017 was 1,533.09 billion yuan, and the number of overseas exhibition projects was 1,549; the total export volume in 2018 was 1,641.28 billion yuan, and the number of overseas exhibition projects was 1,672; the export volume in 2019 was 1,723.74 billion yuan, and the number of overseas exhibition projects was 1,723.74 billion yuan. The number of projects is 1766, and the correlation is very high.
Exhibition status and cultivation of brand exhibitions
my country’s exhibitions are divided into overseas exhibitions and overseas self-organized exhibitions. According to statistical analysis, the total number of overseas exhibitors accounts for more than 90%. Especially in some international professional exhibitions in Europe and the United States, many of them are hard to find. The reason is that these exhibitions are highly professional and have abundant international buyer resources, which can bring good exhibition effects to enterprises.
At present, most of my country’s overseas self-organized exhibitions are comprehensive exhibitions with only domestic companies participating, and a considerable number of exhibitions only have companies from one province or city participating. Some exhibitions have irregular exhibition times and locations, are small in scale and have no influence. The nature of comprehensive exhibitions makes it difficult to invite corresponding buyers. Enterprises generally report that the effect of exhibitions is not good, and there are almost no repeat exhibitors. They basically rely on policy support to maintain their existence.
“Several Opinions of the State Council on Further Promoting the Reform and Development of the Exhibition Industry (Guofa [2015] No. 15”) points out in the guiding ideology of the overall requirements that “deepen reform, pioneer and innovate, and give full play to the role of the market in resource allocation.” play a decisive role, give better play to the role of the government, and actively promote the marketization process of the exhibition industry. Adhere to the direction of specialization, internationalization, branding, and informatization.” The overall requirements for development goals are proposed to continuously improve the level of internationalization and follow internationally accepted standards. Exhibition industry market rules and cultivate a number of internationally competitive well-known brand exhibitions.
Internationally renowned exhibitions are all international professional exhibitions. They have been formed in the country after more than ten years or even decades of cultivation. They have accumulated many high-quality professional buyer resources and have a high reputation. These exhibitions will be copied and transplanted to relevant countries in industry clusters or market distribution centers at the appropriate time. The Automechanika of Frankfurt Messe in Germany is a typical case. The exhibition was founded in Germany in 1971 and has now formed a series of exhibitions in China, Turkey, South Africa, India, Russia and other countries.
Currently, the most successful overseas self-organized exhibition is the China Textile and Apparel Trade Exhibition (New York) held by the Textile Industry Branch of the China Council for the Promotion of International Trade in New York, USA. The exhibition originated from the China International Textile Fabrics and Accessories Expo. China International Textile Fabrics and Accessories Expo was founded in Shanghai in 1995 by the Textile Industry Branch of the China Council for the Promotion of International Trade and Messe Frankfurt (referred to as Frankfurt). The exhibition area has expanded from 4,000 square meters for the first session in 1995 to 236,000 square meters for the 25th session in 2019. square meters, exhibitors have also increased from more than 100 from 12 countries and regions in the first session to more than 4,400 from 33 countries and regions in 2019.
In 2000, the Textile Industry Branch of the China Council for the Promotion of International Trade held the China Textile and Apparel Trade Exhibition (New York) in New York. In the early days of the exhibition, only Chinese companies participated, and its development was relatively slow. In 2010, the Textile Industry Branch of the China Council for the Promotion of International Trade and Frankfurt jointly integrated the China Textile Exhibition with the New York International Apparel Sourcing Show (APP), the American Apparel Fabrics Show (TEXWORLD USA) and the New York International Home Textile Sourcing Show (HTSE), realizing the internationalization of exhibitors. ization and held twice a year, the scale and effect of the exhibition have been rapidly improved. In 2011, the number of exhibitors increased by 132% (overseas exhibitors accounted for 41%), and the exhibition area increased by 3.4 times. By 2014, overseas exhibitors came from 19 countries and regions, with a total of nearly a thousand exhibitors, and the exhibition area exceeded 30,000 square meters, becoming an important textile exhibition in the eastern United States.exhibition.
In 2007, the Textile Industry Branch of China Council for the Promotion of International Trade held the China Textile and Apparel Trade Exhibition (Paris) in France. Later, a series of textile exhibitions were held in South Africa, Bangladesh, Nigeria, Brazil and other countries. Brand The effect gradually became apparent. This process shows that there are no shortcuts in the cultivation and development of brand exhibitions.
In March 2020, affected by the COVID-19 epidemic, the Cologne Hardware Show pressed the “pause button” on global exhibitions. Until now, domestic companies rarely directly participate in overseas exhibitions. At present, overseas exhibitions have resumed. There are only a small number of government-organized enterprises in my country chartering flights to participate in overseas exhibitions, and the overall volume is not large. The proxy exhibition model is more effective than pure online exhibitions, but there is still a big gap compared with actual offline exhibitions.
Development under the new development pattern
Faced with the century-old changes in the world, our country has proposed to accelerate the construction of a domestic macrocycle as the main body , a new development pattern in which domestic and international dual cycles promote each other. This is also a major adjustment and improvement of my country’s long-term economic development strategy and path when my country’s economic development has reached a certain stage in the future. It is a major strategic deployment focusing on my country’s long-term development and long-term stability.
At present, my country’s economy is already very large, and its traditional low factor cost advantage is no longer sustainable. A complete industrial system, huge innovation potential and market advantages have become more apparent. The momentum of the international cycle has significantly weakened. Domestic The vitality of the general cycle is becoming increasingly strong, prompting changes in the power system that supports economic growth.
In the new development pattern of dual circulation, exhibition companies are in urgent need of transformation. Convention and exhibition companies should become promoters of a dual cycle of services, regardless of internal and external exhibitions, and should focus on both internal and external exhibitions. While organizing companies to participate in exhibitions, they should also assist foreign trade companies to participate in international exhibitions held in China, especially those held by internationally renowned exhibition companies in China. Professional exhibition to develop the domestic market. Look for opportunities to combine local industries and jointly organize exhibitions with international exhibition companies and regional related industry associations. Promoting the brand building of foreign trade enterprises is not only the content of exhibition service enterprises, but also the subject of establishing exhibitions.
President Xi Jinping pointed out, “In today’s world, the scarcest resource is the market. Market resources are our country’s huge advantage. We must make full use of and give full play to this advantage, constantly consolidate and enhance this advantage, and form a new development pattern.” Strong support.” my country has formed the world’s largest and most potential market, has the world’s most complete and largest industrial system and complete supporting capabilities, has many talents, and its R&D capabilities are constantly improving. The market is the foundation for realizing the domestic macro-circulation, and exhibitions are an important platform for building a modern market system and an open economic system. It is expected that the exhibition industry will make new contributions to serving the new development pattern.
Keywords:
New Pattern Trade Growth
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