The Exhibition Dream of a Grateful Heart

Inheritance

Since its establishment in 2004， Beijing Top Fairs International（hereinafter referred to as “Top Fairs”） has been upholding the enterprise spirit of “integrity， pragmatic， cooperation and win-win”，dedicating to introducing outstanding international exhibitions to Chinese enterprises and providing a series of overseas exhibition services so as to help enterprises enter into international market. With an operation of less than a decade， it has already established its own brand in the exhibition field of China. At present， the company organizes nearly 300 domestic enterprises every year to participate in more than 60 exhibitions in over 20 countries covering the five Continents of Asia， Europe， America， Oceania and Africa and reached an annual business turnover of more than two billion US dollars .

When it comes to the reason why the company has been developing its business so rapidly， Zhang Jie said it lies in unswervingly following the law of development of “There is a way for all things in the universe”， persisting in original point-style development and now it has successfully developed new international exhibition business in the two industries of auto parts and electrical energy， in which many professional exhibitions are involved， such as the professional exhibition projects on auto parts， heavy trucks， commercial vehicles， electric power and electric engineering， electric energy， distribution， metering， battery power and electronic components.

Compared with exhibitions of such conventional industries’ as auto parts and others， the participation in international electrical power exhibition and metering exhibition could be a new field which needs to be fully explored， not only for Top Fairs but also for the Chinese exhibitors. Top Fairs sees the potential in the exhibitions of the field and encourages and guides relevant Chinese enterprises to participate in overseas exhibitions. Since it’s a new field， there are only a few Chinese exhibitors. Take a metering exhibition in Netherland as an example， over the past two years， only one or two Chinese enterprises participated in the exhibition， but Top Fairs was still actively carrying out its service and invitation work and organized 68 exhibitors from 25 enterprises to participate in the metering exhibition， making it an exhibition with the largest number of Chinese exhibitors in the metering exhibitions worldwide so far.

Adaptation

Currently， with changes of various industries in the world， the international exhibition market has also been changing. “We need to head up and see the market change as well as our own development trace.” It’s Top Fairs’ ultimate goal to help exhibitors choose suitable market and guide them to participate in suitable exhibitions by making use of their respective information resource advantages. Take exhibitions of electrical industry as an example， in 2004 and 2005， the international electrical market was not yet mature and most of the Chinese electrical enterprises were state-owned enterprise and there was no need for them to participate in an overseas exhibition. However， in recent years， with the implementation of the “go global” project encouraged by the nation and the joint-stock reform of state-owned enterprises， the electrical enterprises has speeded up its marketization process and their enthusiasm to explore international market has greatly increased. In this case， the outcome could easily be seen only through guiding enterprises to participate in exhibitions and to show their excellent services and products to the international market.

Development

At present， Chinese exhibition enterprises have sprung up like mushrooms， in the meantime， they are faced with the pressure of competing with foreign exhibition companies. How shall the excellent exhibition enterprises respond to the dual competition pressure？ Zhang Jie believes that they shall respond to it by identifying the law of the industrial development and adapting the law so as to keep the enterprise’s core competitiveness with definite business positioning and respect the development law of all things. “There is a law of development for all things， the same is true with the exhibition industry. In the past， we failed to see these laws. But now， we have realized the laws within the industry and then what we shall do is to respect the laws and adjust our own position on the basis of these laws. For instance， in exhibition selection and service orientation， we shall choose the international exhibitions that are suitable to the Chinese exhibitors by taking into consideration the market changes and local conditions in exhibition development. Furthermore， the exhibition enterprises shall keep its core competitiveness， and shall not limit its business scope to organizing enterprises to participate in overseas exhibitions. In my opinion， an excellent exhibition organizing company shall also make use of its own information resource advantages to recommend exhibitors the quality service providers in such fields as air ticket， transportation， translation and local guide， providing a series of thoughtful and convenient services.”Zhang Jie also noted that the exhibition industry requires a solid command of professional knowledge. The exhibition enterprises have more information resource advantages than exhibitors， so it is in a better position to play a linkage role to help exhibitors successfully participate in exhibitions.

Devotion

When it comes to the development of China’s exhibition industry， Zhang Jie sounds quite optimistic. S h e b e l i e v e d t h a t a l t h o u g h China’s exhibition industry lacks a high professional quality as a whole， having such undesirable phenomenon as not unified service standards and price battle， etc.， as the development course of anything else， these problems are inevitable and there is no need to exaggerate on individual undesirable phenomenon. An excellent exhibitor shall start from developing itself， persist in providing professional services and establish the industry’s demonstrative role. She also suggested that in choosing an exhibition organizing enterprise， the exhibitor shall not only consider the price factor but shall also comprehensively consider the exhibition enterprise’s professional qualification and try to choose an enterprise with good reputation within the exhibition industry， such enterprises are usually more experienced in exhibition cooperation and are quite capable of dealing with emergencies thus can effectively guarantee the exhibitor’s benefits； in the meantime， an exhibitor shall have a definite position itself， choose an exhibition that is in conformity with the enterprise’s current business plan. Zhang Jie noted that it’s common that slight fluctuations exist in the pricing given by counterparts on the same international exhibition. In special cases， in responding to some competitors’ vicious price-cutting， Top Fairs would also give exhibitors some special privilege. “We uphold the idea of pursuing large outcome rather than small profits. As to the companies and individuals that have long-standing cooperation relations with us， we follow the approach of cooperation with mutual advantages， mutual development and mutually boycotting bad competitions.” concluded by Zhang Jie. Zhang Jie， who enjoys c o m m u n i c a t i n g w i t h others， has been deeply fascinated by the exhibition industry since she first engaged in the industry， and she felt that “she will never wish to leave the exhibition industry through her entire life.” Today， in Zhang Jie’s eyes， exhibition industry is still a field deserving more efforts and contribution. Although some analysts from the industry thought， that some international exhibitions have been gradually saturated. Zhang Jie never questions the exhibition industry’s future. “I’m optimistic about the future of the exhibition industry. As long as international trade exists， the exhibition industry will have its own room. In order to leave clear-cut imprints the exhibition enterprises shall first and foremost face squarely the various problems within the industry， then learn the industry’s development principles and follow them， finally establish an excellent team which in line with the enterprise’s development vision.

When it comes to the future development of the company’s business， Zhang Jie noted， although some exhibition enterprises have started to engage in organizing domestic exhibitions， Top Fairs will continue to focus on the organization of international exhibitions. It generally takes 5-10 years to cultivate a qualified international exhibition project. Top Fairs will work on getting the existing business bigger and stronger， cautiously develop the development mode of new businesses and hold its unswerving position of providing quality services and dedicating to the exhibition field.