將優質會展資源引入“一帶一路”會展市場

任恩杰 總經理

北京恒立偉業國際展覽有限公司Ren Enjie General Manager， Beijing Heliview Int’l Exhibition Co.， Ltd.

我司主要組織新興會展市場的展會項目。在自辦展方面，我們每年在波蘭舉辦HomeGarden展會，主要展出家電、五金、衛浴和建材產品；我們也在當地一個知名汽配展覽會期間舉辦“展中展”。另外，我們與國內有關單位在緬甸舉辦一個摩托車展，每年一屆。

我認為，新興市場的商機很大。一方面，很多新興市場與中國的經貿聯系日益增加；另一方面，“一帶一路”很多國家的會展市場都不成熟，缺乏專業展，我們的自辦展能很好地填補行業空白。當前，國內企業在歐美等成熟市場的業務開展已經相當穩定，借助國家的政策支持，開拓新興市場的積極性也很大。

在“一帶一路”區域辦展，主要的困難是當地的會展環境不成熟，硬件設施不完善、語言溝通不暢、合作伙伴的專業程度不足、經驗缺乏。另外，大部分“一帶一路”國家人口數量不大，人均購買力也不大，市場體量小，展會對周邊市場的輻射范圍也十分有限，大部分展會都只是針對當地市場。因此，在這些地方辦展需要有長期的耐心，特別在推廣工作上要雙管齊下：一方面是面向公眾推廣中國產品的整體形象，增強其購買意愿；另一方面是通過專業媒體和行業協會等，定向邀請展會專業客商。

再以緬甸展為例，當地市場剛剛實行開放，對各類物資和基礎建設的需求都很大。雖然當地展覽市場還比較落后，但中國摩托車在當地市場非常受歡迎，我們的展會也非常成功。現在，我們還在不斷策劃在新興市場舉辦更多的展覽會，先入為主抓住當地會展市場商機。

Currently we organize several outbound Chinese exhibitions： a HomeGarden 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.

張雅竹 副總經理

通用國際廣告展覽公司Zhang Yazhu Deputy Genera Manager， Genertec International Advertising and Exhibition Co.， Ltd

目前我司每年主要在“一帶一路區域”舉辦4個自辦展：中國汽車零部件（泰國）品牌展（與商務部合辦）、中國汽車零部件（巴基斯坦）品牌展、中國農業塞爾維亞展，以及中國石油裝備伊朗品牌展。

我認為“一帶一路”區域會展市場可以用“潛力無限”來形容。新興市場不只是會展行業較為新興，各個行業也都還不發達，但在這樣的市場，展會的成長性往往較強，我們組織企業參加當地展會也嘗到了甜頭。同時，在這些市場辦展也面臨一些挑戰。從外部看，當地的會展基礎設施都還不發達，組展機構的辦展專業水平也有待提高，但正因為如此，我們才有機會以自辦展形式進入當地會展市場填補空白。另一方面，有些國家的展會運作過程有管理不夠規范之處，例如展品運輸、展位搭建以及餐飲服務等都有待于進一步提升。

在未來，我們將從兩個方面繼續開拓“一帶一路”會展市場：一是繼續深耕原有的汽車與摩托車配件行業，開拓該領域的自辦展業務；二是挖掘“一帶一路”市場其他行業的參展和組展機會。最重要的是一直保持敏銳的創新意識，不斷發掘企業新的需求點，尋找可靠且有實力的國內外合作伙伴，并應用我方的辦展經驗，積累各方資源，形成合力，滿足中國參展企業的訴求，為企業打造出國參展的國家平臺，相信會不斷擴大“一帶一路”的會展市場份額和行業類別。

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 總經理

北京輝煌魅力國際商務會展有限公司Nina Duan General Manager， Beijing Glory Glamour International Commerce Exhibition Co.， Ltd

目前我司在伊朗舉辦石油自辦展和鋼鐵自辦展各一個，并在卡塔爾舉辦中國制造品牌商品展，展示“中國制造2025”的優秀產品和企業。最近，我們對卡塔爾展進行了非常詳盡的推介并取得了很好的效果。我們的展會也得到了當地政府高層的支持。

當前，卡塔爾已經獲得2019年世錦賽、2022年世界杯舉辦權。為此，當地政府已決定投入2850億美金在基礎設施建設等領域，而中國銀行、中國工商銀行在當地設點，為中國企業進入當地市場提供融資等一系列服務，法律、物流等行業也積極助力中國參展企業不斷開拓當地市場。另一方面，雖然當地市場需求很大，但當地的中國人還非常少，國內企業對當地的信息了解也非常不足夠。我們希望以展會作為平臺，推動中國企業走出去，并不斷擴大展會在當地的影響力和知名度。

我認為，中國的海外自辦展“走出去”，并不是簡單地舉辦若干展覽會，而是要在持續舉辦優質展會的過程中，把國內的會展人才、優秀的辦展理念和管理模式等引入國際會展市場。從操作層面，“一帶一路”會展市場機會很多，我們打算先集中精力打造一個優質樣板，然后復制到其他行業領域。同時，根據企業開拓市場的意向和當地市場需求，采用“綜合展+專業展”的模式，提高展會的輻射面和專業效果。

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.