目標明確 展出風采

Nowadays， with the continuously increasing volume of Chinese enterprises to overseas exhibitions， the chief aim of the exhibitors has gradually changed from signing trade orders to promoting brands. It is concluded in this feature interview that mature exhibitors usually have specific marketing aims and are well prepared before the exhibition and are proactive for B2B negotiations on site. However， inexperienced exhibitors normally lack concrete aims and are often inadequately prepared. It is also found that B2B match services， good effect and governmental financial subsidiaries are the major concerns of exhibitors.

當前，中國展團在國際展會的參展規模不斷攀升，企業科學參展的意識和品牌推廣意識也不斷增強。針對中國參展商參展習慣的演變，本期雜志展開“中國展商境外參展趨勢調研”專題探討。采訪發現，有經驗的參展商一般有明確的參展目標，對展會當地市場情況和貿易規則有一定的了解，并能充分籌備，預約客戶，在展會現場主動洽談，并在展后積極跟進，取得良好的參展效果。經驗較少的參展商則缺乏明確的參展目標，籌備工作也欠充分。而“一對一”洽談服務、展會的效果、政府補貼等則是企業最為關注的議題。

受訪嘉賓Interviewees：

任恩杰 北京恒立偉業國際展覽有限公司 總經理

Ren Enjie， General Manager， Beijing Heliview Int’l Exhibition Co.， Ltd.

周祺 嘉諾展覽集團 會展服務事業群副總經理

Cal Zhou， Vice General Manager Exhibition Service Provider Group Dept， JR Exhibition

侯洪冰 廣州外展信息科技有限公司 總經理

Hou Hongbing， General Manager， Foreign Exhibition Trade Guangzhou Ltd

梁冬梅 振威集團 國際合作部總監

Donna Liang， Director International Business， Zhenwei Exhibition Corp.

王穎 利百代（北京）國際商務會展有限公司 總經理

Winnie Wang， General Manager， Liberty （Beijing） International Business Exhibition Co.， Ltd

任恩杰：

我們每年代理全球各地各行業共幾十個展覽會項目，我發現不同行業的經驗豐富的參展商和缺乏經驗的參展商的表現呈現一些共性。

一般說來，企業要連續參加一個展會3-5年才能打開一個市場，但不成熟的參展商缺乏明確的目標市場開發計劃，在選擇展會時盲目跟風或是僅看展會的名氣大小，而且常常一次參展沒有很快見效就換一個展會，“打一槍換一個地方”，沒有長期的參展規劃。但是，有經驗的參展商一般會做一些前期市場調研，根據自己產品的特性和市場開發計劃來選擇展會。參展籌備工作也比較充分，比如預約當地客戶前來展會現場洽談。這些企業也會關注自己的產品是否有目標市場所需的認證等問題，在展臺的設計搭建、樣品擺放、宣傳資料等都會制作精良。

展會期間，比較成功的參展商的工作人員會積極接洽客戶，并且會關注展會期間的新產品發布和市場趨勢分析，參加展期的各類研討會。一些展商還會到其他展位上與同行交流行業知識甚至達成交易。而另一類展商的表現則截然不同。他們一般會坐在展位上聊天、玩手機，坐等觀眾上門。一些展商只關注展會的成交率，沒能充分利用展會平臺實現參展效果最大化。

展會后，成熟的參展商會積極回訪客戶、邀請客戶到中國來參觀考察等，最終達到較好的效果。事實上，理想的參展效果很多時候都來自于展會后的積極跟進。

簡而言之，成熟的參展商參展目標明確，準備充分，展會后也能主動跟進客戶。我建議參展商針對出國參展進行充分的籌備立項，并明確出國參展的目的：是為了達成交易，了解行業趨勢，還是其他？在參展前要認真準備，展前做好展會推廣，并爭取通過展會期間各類活動推廣自身產品品牌。

周祺：

我們每年組織企業參加約200個境外展會。兩類參展商的差別主要還是準備工作的充分與否。經驗充分的參展商在參展之前會先采取一些市場預熱措施。比如提前搜集自身產品在參展地區市場的適配度，告知目標客戶自己的展位號，針對當地需求攜帶合適的樣品，修改樣品冊，精心設計海報等等。值得注意的是，海報要盡量把整個背板貼滿，增強美觀度，同時如果每次展出的海報都盡量保持一致就容易給人留下深刻印象。

在展會現場，經驗豐富的展商十分注重自身的儀容儀表，接待客戶時熱情得體。除了在展位等待采購商，他們也會主動出擊，因為國外參展商也可能是中國展商的買家。我給新展商的建議就是多向那些經驗豐富的展商學習。

侯洪冰：

我司每年組織中國企業參加15-20個國際展會。有經驗的參展商的籌備工作準備充分，參展用品完備，行程設計合理，客戶預約妥當，費用準備充分，情緒飽滿放松，而經驗不足的參展商通常情緒緊張，容易抱怨。

在展會現場，有經驗的參展商的展臺布置美觀大方，重點突出，差異化特征明顯；禮儀著裝正式，行為舉止規范，具親和力而不失端莊；接待客戶時熱情適度，語言流利，技術嫻熟，專業背景知識豐富，對目標市場了解透徹；有良好的人際關系、客戶網絡和機智的應變能力。經驗不足的參展商則展臺零亂，著裝隨意，對客戶過度熱情。建議可以多向有經驗的展商學習。

梁冬梅：

我司每年組團將近30個境外展會。我發現，有經驗的參展商在參展前就對參展目標很明確：是以銷售為主，初探市場為主，還是宣傳品牌為主？并會根據不同的目的細化產品和宣傳資料來籌備展會。展會現場也會比較積極主動，邀請展會現場的客戶來展臺洽談，做好記錄。而缺乏經驗的參展商往往比較盲目，很少做這些準備工作。我對參展商的建議是，要做好籌備工作，注重展臺設計和現場人員的配備以及參展培訓。我建議展商在參展前對當地習俗要有所了解，以及產品的標示規格、資信和付款方式等都要了解。

王穎：

我們主要從事建材和食品兩個行業的境外組展工作，以直銷客戶為主，其中又以中小企業居多，我認為出國參展是參展企業本身和組展公司共同努力從而實現參展價值提升的過程。一般情況下，有經驗的公司都有一個共同的特點，那就是展前準備認真到位。例如，認真的企業的參展宣傳掛畫的圖片一般是請專業攝影師拍攝，且文字是展會所在國家的語言，以表尊重。這些企業會提前邀約客戶，告知展位號及與客戶約定會面的具體時間。有些較新的外貿企業在聽取組展公司的展前建議后，也會利用好主辦方的觀眾預登記平臺購買定向群發及展商名單公司名稱置頂等服務，提前鎖定目標客戶，增加曝光度。然而，經驗相對不足的參展公司多數都是訂好展位后，臨近開展才匆忙做一些準備，并且也未提前邀約客戶，在現場也是被動地等候客戶前來參展。

任恩杰：

整體而言，現在中國企業對展會的選擇更加理智，為自身產品選擇合適的展示平臺。另外，隨著出國參展經驗更加豐富，企業也更注重自身的品牌形象，而展商本身的綜合素質，包括外語能力和涉外禮節也都有所提升。

作為組展單位，我們加強了對展商的培訓和教育，例如針對新興市場情況和當地通關政策的介紹等。我們也鼓勵企業多注重產品的包裝展示，加強品牌形象的推廣，充分準備，提升展示水平，加入優秀國際展商的行列。

周祺：

相比過去，我覺得參展商對專業市場的訴求比以前更迫切了，他們想要知道自己的產品在當地市場的定價、銷量、匹配度等等。我司在重要的是展會現場會組織一些展商與當地買家的匹配會、當地政策支持方面的說明會，或者提供一些當地的法律援助等等。同時，在正常的參展業務以外，除了常規的游覽行程，我們也會組織展商去考察相應的產品市場，使展商對當地市場有更清晰的認知。

侯洪冰：

同十幾年前相比，參展商主體已經由創業一代逐漸過渡為創業二代，境外參展需求明顯變化：創業一代的展商普遍語言能力薄弱，境外生存能力較低，對展團的組團要求高，但對于環境要求不高，而創業二代及年輕一代的外貿人大多具有留學背景，語言能力較強，能熟練使用互聯網，境外生存能力較強，對于食宿等服務以及網絡設備等的要求較高。從參展目的來看，中國產品質量和價格都有大幅提升，而參展的主要目標也從原來以追求訂單為主向品牌宣傳過渡，開始注重企業規劃及戰略實施和定位。

針對這些變化，廣州外展開發多層次的產品來滿足客戶的不同需求。如展臺搭建采取不同風格，盡量突出展商特色及宣傳元素；將原來的統一行程服務進行拆分，依據展商實際情況組織；研發互聯網平臺，適應新的參展模式，大幅提升效率；加強現場推廣，收集買家信息，實現智能匹配，增強參展效果。

梁冬梅：

現在的參展商比以前要求更高，他們更關注與買家的對接，在展前就希望預約一些目標買家來展臺洽談，展會后也會對意向較大的買家一一進行拜訪。我們有專門的觀眾組織部門，可以提供一對一買家邀請的服務。

王穎：

作為組展公司，幫助參展企業提升參展經驗也是我們的重要工作之一。我對展商有如下建議：首先，參展的心態很重要，不能以“結果導向”的心態參展，而要更多地思考如何全方位、有效地利用好境外展會平臺。同時，展臺的布置等展前的各項準備、現場工作人員的儀態儀表，環保意識的提高、持之以恒的參展規劃、增加與客戶見面的機會等等，這些管道分段式的過程把控與精心準備才是提高參展投資回報率的關鍵所在。總結十六字送給親愛的客戶們：勤以致專，儉以聚財，誠以待人，毅以參展！

任恩杰：

我們一般會在展后對企業進行回訪。當前展商比較普遍的訴求是：希望在現場能與更多的買家對接，展會后能實地當地考察工廠和市場，以及更多爭取到政府的出境參展補貼等。

周祺：

我們會持續做客戶回訪，展團領隊在現場也會收集客戶反饋，這些是我們作為專業組展服務公司必須要做的工作。我們發現，參展商對展會本身的訴求是最多的，比如說展位位置、參展效果方面的直接反饋，參展商更看重的還是展會有好的效果，能有助于業務拓展。

侯洪冰：

當然會回訪。收到的反饋意見集中在展會效果需要提升、參展費用日益提升等方面。此外，企業對財政補貼也非常關注。

梁冬梅：

會的。收到的反饋意見最多的是買家預邀請或者現場主動邀請客戶來展臺洽談的簽單率會非常高。

王穎：

我們收到客戶最普遍的反饋是：有時候在展覽會上接待的客戶很多，回國后的跟進成果卻不理想。針對這些客戶，我們組展公司也有責任做好展前、展中、展后的提醒工作，并把我們了解到的主辦方發布的展會相關信息及時分享給客戶，比如買家配對活動、現場的研討會、發布會等，讓客戶有更多機會接觸他們的目標客戶。

Ren Enjie：

We are the agents of dozens of overseas exhibitions， and I find that mature exhibitors and inexperienced exhibitors show interesting features despite of different industry sectors. Mature exhibitors usually do some research and choose the exhibition base on their product and marketing strategy. These exhibitors are also well prepared before the exhibition. For example， they would make appointment to meet with local visitors. These exhibitors also have good booth design and product materials， while inexperienced exhibitors lack specific marketing plans and frequently refer to the fame of the exhibitions when choosing which one to participate in， and when they do not see instant business effect， they tend to change to another.

Cal Zhou：

We are agent for about 200 overseas exhibitions each year. The differences between successful and inexperienced exhibitors are whether they are adequately prepared or not. Experienced exhibitors will take some market warming measures before exhibiting. For example， they will collect information about the destionation market to see if their products fit for the exhibition area market， inform the target customers their booth number， carrying the right samples， tailor-modify the sample book， and bring well-designed posters and so on. It is worth noting that presenting the unified poster each time help to leave an impression on visitors.

In the exhibition site， experienced exhibitors pay great attention to their own appearance， and are hospitable and very appropriate. Apart from waiting for buyers at the booth， they also take the initiative to visit foreign exhibitors who may also be their buyers. My advice to new exhibitors is that they should learn best practices from experienced exhibitors.

Hou Hongbing：

Our company organize Chinese enterprises to participate in 15-20 international exhibitions every year. Experienced exhibitors are fully prepared for the exhibition， with complete supplies and materials， reasonable itinerary design， good customer appointments， enough budget， and cheerful spirit. However， inexperienced exhibitors are nervous and easily complain.

On the exhibition site， the booth layout of experienced exhibitors are beautiful and unique， and exhibitors dress is in business style， in moderate enthusiasm， their language fluency and professional background knowledge is rich， and have a thorough understanding of the target market and enjoy good relationship with customers. However inexperienced exhibitors have messy booths， casual dress， and sometimes excessive enthusiasm for customers. It is suggested that they learn from experienced exhibitors.

Donna Liang：

We organize Chinese companies to participate in nearly 30 overseas exhibitions each year. I found that experienced exhibitors set clear goals before the exhibition： is it for sales， for initial exploring of the market， or for brand promotion？ They then prepare different products and promotional materials for the specific purposes. They are also very proactive and would usually invite customers on the exhibition site to their booth for business negotiation and keep a detailed record. In comparison， inexperienced exhibitors often are quite blind about the exhibition purposes and inadequately prepared beforehand.

My suggestion to the exhibitors is that they should do the preparatory work， pay attention to the booth design， the on-site personnel staffing and exhibition training. I suggest that exhibitors should get to know something about local customs before the exhibition， as well as the specifications， credit information and payment methods of the products.

Winnie Wang：

I think that participating in overseas exhibitions is a process of exhibitors and exhibition company working together to achieve maximum value of the exhibition. Generally speaking， companies with experience in exhibition have a common characteristic， that is， they are ready before the exhibition. For example， the promotional picture of serious exhibitors are taken by professional photographer and printed in the language of the destination countries， which is a sign of respect for clients. Again， these companies will invite customers ahead of time， share with them the booth number and set time for meetings. After listening to advice of the agent， some relatively new foreign trade enterprises also purchase the target audience direct mailing service and so on to increase exposure. However， most inexperienced exhibitors do simple preparation only when the exhibition date is very near.

Ren Enjie：

On the exhibition site， mature exhibitors are prepared to receive visitors， and would take advantage of industry seminars during the exhibitions to stay updated of industry trends， and even to communicate with other exhibitors on industry knowledge. In comparison with the past， Chinese exhibitors to overseas exhibitions now are more shrewd in choosing exhibitions and the overall competence of them including linguistic skills and diplomatic protocol have improved.

Cal Zhou：

Compared to the past， I think exhibitors are more demanding in knowledge of the industril market than ever before. They want to know the pricing， sales， and the matching of their products in the local market. Our company will organize some B2B matches activities with local buyers， or events to share local economic supporting policy， or provide some local legal aid and so on. At the same time， in addition to the regular tour， we will organize exhibitors to investigate local product market， so that exhibitors have a clearer understanding of the local market.

Hou Hongbing：

Compared with a decade ago， exhibitors have gradually transited from the first start-up generation to the second start-up generation of entrepreneurs， and the two groups have quite different needs in overseas exhibitions. The first generation had weak foreign language ability and so have high requirements for the exhibition group. However， most of the second generation of entrepreneurs and foreign traders have overseas study background and excellent foreign language ability， they can use the internet skillfully and demand good service quality such as food and accommodation and internet speed. The quality and price level of the Chinese goods have increased dramatically and the chief aim of the exhibitors has gradually changed from signing trade orders to promoting brands due to stronger corporate strategy planning. Therefore we have designed diverse exhibition plans to meet customer demands， including： design different styles of exhibition booths， divide the original agenda into fragmented sections and adjust to the real situation， develop internet platform to increase exhibition efficiency， strengthen on-site promotion and match-making service.

Donna Liang：

Nowadays exhibitors have higher demands for the exhibitions， and they are more in favor of docking service with buyers and prefer to make appointment with target buyers. They also want to visit buyers with the intention of negotiation. We have a dedicated audience organization department that can offer one to one buyer invitation services.

Winnie Wang：

As agent， I suggest that exhibitors would take full advantage of the overseas exhibitions and discard the result-oriented exhibition strategy. All the aspects including booth setting， appearance of on-site staff， environmental awareness， and to meet with customers more frequently and to exhibit with perseverance all contribute to a successful exhibition result and is the key to improve the exhibition ROI.

Ren Enjie：

Some of the most desired activities for exhibitors are： B2B matches on-site， visits to local shops and end-markets， and more financial subsidies from the government.

Cal Zhou：

We continuously customer feedback collection after the show and even on the exhibition site， as this is the responsibility of us as a professional exhibition service company. We found that the exhibitors are most concerned about the exhibition itself， such as the location of the booth exhibitors and the effect of the exhibitions. Exhibitors hope that the exhibition will have good effect and can contribute to the business development.

Hou Hongbing：

The feedback that we received concentrates on that the exhibition effect must be increased， and the cost of exhibitions is rising and so on. In addition， enterprises also have mixed feelings about governmental financial subsidies.

Donna Liang：

We have heard that with pre-match service and on-site negotiation， the success rate of signing deals with trade buyers is very high.

Winnie Wang：

A feedback that we frequently receive is that sometimes they meet a lot of buyers at the showground， but when they go back they effect of following up is not so good. Therefore we also take the initiative to share relevant business activities information with the exhibitors such as B2B sessions that they have better chance to meet with potential clients.