好展裝，好風采

蘇希玲 陳珍妮

為了反映行業(yè)服務的基本水平和整體面貌，2018年，本刊新增“出展大家談”欄目，對出展相關服務情況進行調研，本期話題為出展搭建服務。

采訪發(fā)現(xiàn)，由于國外搭建成本普遍較高，參展商在選擇搭建服務時首要的考慮因素是性價比。另外，組展代理機構也會利用所積累的行業(yè)資源，為參展商統(tǒng)一采購標攤搭建服務，并為有特裝需求的參展商推薦優(yōu)質搭建服務供應商。與此同時我們看到，展臺設計搭建在元素的多樣性和環(huán)保性方面不斷進步。

受訪嘉賓：

溫志彬 世展和新展聯(lián)合展覽（廣州）有限公司副總經理&外展事業(yè)群總經理

張 杰 北京中杰城設國際展覽有限公司 總經理

李 波 譽頒會展集團有限公司 總經理

方 群 嘉諾展覽集團 展示設計事業(yè)二部經理

Displaying quality

——A Survey Interview on Overseas Booth Construction

Reporter/ Celion Su Jenny Chen

In order to reflect the level of exhibition service and the overall outlook in the industry， in 2018， Overseas Exhibitions magazine presents the "Industry Topics" column and carries out survey interviews on outbound exhibition services and other aspects.

In this issue， the topic is booth construction. It is found that because of the high cost of booth building abroad， exhibitors first consideration in choosing construction service is the cost performance. In addition， the exhibition agents are often willing to use their accumulated resources to purchase unified standard booth construction service for exhibitors， and recommend quality builders for exhibitors who need special booth. In the same time， we also see the increasing use of multi-media materials and the progress of green booth construction.

Interviewees：

Naz Wen， Vice General Manager & GM of Overseas Events Division， Worldex - SingEx Exhibitions （Guangzhou） Co.，Ltd

Jie Zhang， General Manager， Beijing Top Fairs International

Bob Li， General Manager， Honor MICE Group Limited

Philips Fang， Business Unit Manager， Hangzhou JR Exhibition Co，.Ltd.

《出展世界》：請問您會為客戶推薦搭建服務商嗎？接受推薦的客戶比例大約是多少？

Will you recommend booth builders for your clients？ How many will accept recommendation？

溫志彬：會向客戶推薦出展搭建服務。當客戶接受推薦的時候，客戶接受推薦的比例為95%。

Naz Wen：Yes we do recommend for our clients， and 95% of them would accept our opinion.

張杰：會。主要是為特裝企業(yè)推薦搭建服務商。需要特裝的企業(yè)中，一般新客戶會接受推薦，而老客戶或經常參展的客戶都會有自己固定的搭建商合作伙伴。

標攤的企業(yè)基本都會采用統(tǒng)一的搭建服務。這又分兩種情況，一種情況是展會主辦方使用統(tǒng)一指定的搭建商。另一種情況是，如果主辦方沒有統(tǒng)一指定的搭建商，組展單位一般都會自己在搭建資源中選擇對于某展會最合適的搭建商進行合作。

Jie Zhang： Usually， we only recommend booth builders for exhibitors who plan on special booth. Among such exhibitors， the new exhibitors will usually accept the recommendation， while veteran exhibitors already have their own fixed partner.

The exhibitors with standard booth will usually be provided with unified building service. This again is divided into two cases： the foreign organizer of the exhibition designates contractors for exhibitors； or， when there are no designated contractors， the exhibition agents in China like us will choose suitable contractors from our resources to build booths for the exhibitors.

李波：我們主要會為特裝企業(yè)推薦展會當?shù)氐膬?yōu)秀搭建服務商。綜合各個行業(yè)來看，這類企業(yè)占到參展商總數(shù)的10%，主要為行業(yè)排名前50名的中型或以上企業(yè)。而選擇標攤的企業(yè)一般都會由我們統(tǒng)一委托國外搭建商來完成搭建。一般我們會找國外相應的展會主辦方推薦搭建商，或者直接從國內尋找搭建商。

Bob Li： We would normally recommend excellent local booth building companies for exhibitors who want special booth. Covering various industries， these enterprises account for 10% of the total number of exhibitors， and mainly are the top 50 enterprises in their industry. And for the exhibitors that choose standard booth， we would entrust foreign booth builders to complete the construction for the group. In this case， we will ask the international exhibition organizer to recommend a contractor， or to find a contractor directly from China.

《出展世界》：參展商最看重搭建服務的哪些方面？

What aspects do the exhibitors value most in booth construction？

溫志彬：展商最看重搭建服務的是否能符合展商的企業(yè)形象、搭建的安全性、搭建的時效性、性價比，特別是由于在海外搭建通常費用很高，加上海外工人的工作習慣不一樣，展商對上述因素特別關心。

Naz Wen：Exhibitors care most about whether the booth suit for their corporate image， booth safety， timely delivery of the booth， and the value for money. In most cases， to build a booth abroad is very expensive， plus foreign workers have different work habits compared with Chinese workers， therefore the above factors are of particular concern to exhibitors.

張杰：參展客戶最看重搭建服務的價格和設計的專業(yè)性。

Jie Zhang： Exhibitors care most about the price and the professionalism of the design.

李波：雖然參展企業(yè)的初衷都是以出色的展裝來突出自己的企業(yè)形象，但實際決策時，60%-80%的企業(yè)還是會以價格作為最首要的考慮因素，其次才是設計水平和展臺安全等因素。

Bob Li： Although most exhibitors want to highlight their corporate image through excellent exhibition in the first place， when actually making a decision， 60%-80% of them will take price as the most important consideration， then are the design level and booth safety.

《出展世界》：請您推薦3-5家優(yōu)秀搭建服務商。

Please recommend several excellent booth builders.

溫志彬：Worldex 集團公司，SingEx集團公司，筆克。

Naz Wen：I would recommend Worldex， SingEx， and Pico Global Services Ltd.

張杰：國外的有筆克 、freeman（從設計理念和專業(yè)性方面可以說是最前沿和最具專業(yè)靈魂的，當然價格標準也是最高的）；國內的有嘉諾、遠大、長城（各有專長，各有生存和營銷之道）。

Jie Zhang： The foreign contractors I recommend are Pico and Freeman （in terms of design concept and professionalism，they can be said to possess the most advanced concepts and are the most professional， but of course， their prices are also the highest）. Of Chinese companies I would recommend JR Exhibition， Grand International Exhibition， and Great Wall （each with its own expertise and marketing strategy）.

李波：國外搭建商我推薦優(yōu)力優(yōu)，國內的推薦長城。另有一些比較小的搭建服務商，但其業(yè)務體量很小，也沒有系統(tǒng)的營銷體系。我建議參展企業(yè)提前做好出國參展計劃，留出充足的時間來對比展臺設計方案，最終呈現(xiàn)簡約實用的展臺設計，為產品加分。

Bob Li： The foreign contractor I recommend is U&U， and the Chinese contractor is Great Wall. I will omit some smaller providers with small volume and have no systematic marketing system. I suggest that exhibitors should plan well in advance for exhibiting abroad and allow enough time to compare the booth design proposals， and eventually present a simple and practical booth that highlight their exhibits.

《出展世界》：請介紹貴司搭建業(yè)務的主要市場、行業(yè)分布以及年均業(yè)務量。

Please introduce your booth building service including annual turnover.

方群：嘉諾展示設計業(yè)務以海外為主，有四個事業(yè)部，涵蓋全球60多個國家和地區(qū)，主要服務于大交通、大電子、大建材、大能源、大消費品、大健康這幾個行業(yè)。2017年的業(yè)績是6000萬，預計2018年將達到8000萬。

Philips Fang：The booth building service of JR Exhibition Company is mainly for overseas market， and we have four divisions and cover about 60 countries and regions in the world. Industry distribution are mainly in big traffic， big electronics， big building materials， big energy， big consumer goods， big health and other industries.

In 2017， our booth building service turnover was 60 million RMB， and the number is expected to reach 80 million in 2018.

《出展世界》： 您的主要客戶來源和比例分別是什么？

Who are your customer groups？

方群：展會主辦方（10%）、組展代理機構（10%）、中國參展商（75%）、國外參展商（5%）。

Philips Fang：There are mainly four groups： exhibition organizers （10%）， exhibition agents （10%）， Chinese exhibitors （75%）， and foreign exhibitors （5%）.

《出展世界》：在國外開展業(yè)務主要依靠什么業(yè)務資源？

How do you operate overseas？

方群：主要依靠當?shù)睾献骰锇椤?/p>

Philips Fang：Mainly through local partners abroad.

《出展世界》： 您觀察到的海外搭建的趨勢是什么？綠色展裝的比例如何？您如何看待綠色展裝的未來？

What are the trends of overseas booth building？ How about the current situation and future development of green booth？

方群：一個主要的趨勢是展臺設計越來越趨于活動化，有更豐富的元素，對多媒體和多種環(huán)保材料的運用也越來越廣泛。

我們理解的綠色展裝是一個逐步環(huán)保的過程，而非搭建時一下全部換成環(huán)保材料。環(huán)保展臺是指包括木制、金屬和其他可重復使用材料的展臺，我們現(xiàn)在也在鼓勵同一個展商多次展會的設計搭建外包服務，這可以增加材料的重復使用率，從而更環(huán)保。

另一方面，此前參展商的產品更新快，而現(xiàn)在參展的產品越來越趨于穩(wěn)定。這也使得綠色展裝越來越普遍，被越來越多的優(yōu)質展商所使用。

Philips Fang：A major trend is that the exhibition booth design is taking on the characteristics of event booth design， using richer elements and more multi-media and environmentally-friendly materials.

Green booth construction as we understand is a process rather than meaning that all the construction materials all replaced with environmentally friendly ones once and for all. Green booth means booth that uses wood， metal and other recyclable materials. We are now also promoting the one-package service of several exhibitions for the same exhibitor， this means the increased use of recycled building materials and are more environmentally friendly.

In the past， the exhibits of exhibitors changed very quickly， but nowadays， their products are more stable， and due to that， green booth has also become more popular， especially with excellent companies.