Traditional Exhibition And Internet Marketing

The strength of the exhibition, published by the exhibition industry research center, shows that exhibitions are important for exporters to sell their products. channel 。 In a variety of marketing methods, trade fairs are second only to direct sales. Moreover, the exhibition is an important channel for exporters to contact buyers. 90% of surveyed buyers believed that the exhibition was the most important source of purchasing information, and 3/4 of buyers found new ones at trade fairs. supplier More than 1/4 of buyers buy products at exhibitions.

The physical exhibition promotes the huge role of exports, attracting many Chinese export enterprises and participating in domestic exports every year. Trade There are tens of thousands of enterprises in the exhibition. Not only that, many enterprises also went abroad to participate in trade exhibitions abroad, but in Germany alone, 1742 exhibitors in mainland China and 1164 exhibitors in Hongkong participated in 67 trade fairs and 43 trade exhibitions in 1998.

Domestic exhibits are not effective.

China's domestic export promotion trade fairs include Canton Fair, Kunming fair, Ukrainian fair, Harbin Fair and China Trade Fair. In addition to the Canton Fair, most of them developed only in 90s. The scale of the exhibition and its influence both at home and abroad are different.

The Canton Fair is the largest and most widely covered Export Commodities Fair in China, founded in 1956, the two session of the spring and autumn each year. As of the Spring Fair of 1999, the total turnover reached 263 billion 300 million US dollars. The role of the participating enterprises in expanding exports varies from enterprise to enterprise.

Shijiazhuang Xinhua garment factory has participated in the Canton Fair for more than 10 years. Ms. He Yanfang, who is in charge of exhibition business, believes that the price of the Canton Fair is high. They allocate one-third stalls from regular channels each year, which cost up to 15 thousand yuan. As for the effect, Ms Ho said, "it is not very satisfactory that only occasionally receiving small orders."

According to industry sources, the price of the Canton Fair has climbed again and again, and the cost of the standard booth has sometimes been frying up to 80 thousand yuan. The reason is the problem of distribution system. According to the principle of distribution, a quota must be attained if the annual export volume reaches an indicator. This has done little harm to small businesses. If they want to participate in the Canton Fair, they have to go to other people's hands. In this way, the booths in their hands are all hand in hand. Therefore, many small businesses are forced to share several booths.

Some buyers also expressed disappointment at the Canton Fair. They thought they were too large and poorly organized, not professionally enough and last for a long time. Mr. Alex C Shelton of Joy Enterprises complained that the Canton Fair was less and less innovative. He said, "every time it is the same product, the same manufacturer. Buyers go there not to find new customers, but to place orders with old customers ". He feels that most buyers prefer professional exhibitions.

At present, the comprehensive exporters' rendezvous in other parts of the country, such as the Kunming rendezvous in the southwest, the Ukrainian fair in the northwest, the Harbin Fair in the northeast and the Huadong trade fair in East China, have a greater impact on the locality, but their scale and turnover are far from the same as the Canton Fair, of course, the price is much cheaper than the Canton Fair. According to the relevant organizing committee, the average cost of the standard booth of the Kunming fair is about 4500-5500 yuan, the Ukrainian fair is 4300-5200, and the Harbin Fair is 5500-5800.

Overseas exhibitions are gaining popularity.

It is another important way for Chinese exporters to expand their exports directly to overseas exhibitors, and directly sell products to foreign customers, especially those who have not been to China. In addition to recognizing more potential customers and returning visits to old customers, overseas exhibitors can also enable Chinese exporters to come to the field to contact similar products abroad, participate in seminars with the same industry, understand the development trends and quality standards of products, and establish extensive contacts with counterparts.

At present, the target areas for Chinese organizations to attend overseas exhibitions are mainly in economically developed areas, such as Germany, Italy, the United States, Australia and Japan. In addition, the exhibitions in emerging markets such as Dubai in the Middle East, Cairo in North Africa and Johannesburg in South Africa have also attracted many Chinese businessmen in recent years.