互聯互通，多元發展

數據顯示，2018年，中國出展行業的規模繼續攀升，在出展項目數、參展企業數、參展面積上均創下新高，但企業對出展服務的深層次需求也在提升。與此同時，中美貿易摩擦加劇，知識產權問題仍需不斷關注……如何應對出展過程中的痛點、難點？

針對出展行業的熱點話題，2019年7月4日上午，第九屆中外會展項目合作洽談會分論壇“出展論壇”在雁棲湖國際會展中心成功舉辦，邀請到國內外各大展覽主辦方和出展相關企業同臺探討。

Connectivity for cooperation and diversified development

——Outbound Exhibitions Forum 2019 was held in Beijing

According to statistics， in 2018， ， the scale of Chinas outbound exhibition industry continued to climb. It reached a new high in the number of exhibition projects， the number of exhibitors and the exhibition area， but deeper demand for exhibition services was also increasing. At the same time， Sino-US trade frictions have intensified， and intellectual property issues still need to be constantly concerned... How to deal with the pain points and difficulties in the outbound exhibition industry？ On 4 July， Outbound Exhibitions Forum was held in Beijing， Chinese and international organizers and agents for overseas exhibitions at home and abroad gathered together to discuss the hot topics.

權威發布

在本次論壇上，中外會展雜志社主編陳猛發布了報告：《2018中國出展行業調查報告》。報告顯示：“以歐美傳統市場的老牌展會為主”依然是企業選擇海外展會最首要的指標，成熟市場的展會吸引力依然巨大。與此同時，調研顯示，“一帶一路”國家和地區的項目數占絕對優勢，在被調查企業的項目當中，有72%的項目在“一帶一路”沿線，尤其是亞洲地區。可見，“一帶一路”等新興市場仍然深受中國參展企業的青睞，其商機值得進一步挖掘。

在被調查企業當中，僅從事出展代理業務的企業占58%，同時還從事海外搭建業務的占27%，還從事國際會展物流業務的占23%，同時還經營國際機票業務的占21%，還開展咨詢等其他業務的占30%。另外，預測2019年業績會增長的企業占43%，預計會持平的企業比例是23%，預計業績會萎縮的企業比例是34%。

展商的行為更加專業。受訪組展商表示，會提前通過展會官網等渠道與買家進行預約洽談的占43%，在展會現場參加專場商務對接會的企業比例占14%，請組展機構推薦國外當地買家信息的占43%。

主題演講

華沙PTAK博覽中心董事長Tomasz Szypula帶來了“ ‘一帶一路背景下的波蘭會展市場”演講。他表示，在“一帶一路”背景下，波蘭作為深受中國企業青睞的東歐會展目的地，對中國參展企業意味著更多商機。華沙博覽中心展覽面積超過12萬平方米，每年舉辦家居展、建材展、動漫展、寵物展等展會。在未來一年，會展中心預計將舉辦44場活動。場館的每一個展會都獲得了政府的大力支持，誠摯邀請中國企業抓住商務良機參與進來。

中國貿促會知識產權服務中心主任、中國國際商會法律服務部部長譚劍做“境外展會知識產權工作政策與實務”分享。他表示，中國企業在40年的改革開放過程中，經過非常殘酷的大浪淘沙，價格競爭越來越有優勢，產品品質越來越高，當前面對的是越來越多的更高層次的規則、法律層面的競爭。因此在境外展會上碰到的知識產權糾紛也越來越多，越來越激烈。參展企業是境外展會知識產權糾紛應對的主體，可以根據經營發展需要，自行建立內部知識產權管理制度，防范知識產權風險，并在貿促會和組展單位指導下，在相關律師事務所的專業法律服務下，應對境外展會知識產權糾紛。而組展單位需要按照“誰組展、誰負責”的原則，積極配合中國貿促會或其代表機構及其授權、委托的其他機構，做好對參展企業的培訓工作。

莫斯科索科利尼基會展中心副總裁哈劉晉？阿列克謝發表“會展活動架起中俄經貿合作橋梁”演講。俄羅斯展覽市場營業額今年約為10億美元。這是一個十分樂觀的指標。每年，俄羅斯舉辦約950次B2B展覽，總面積為200萬平方米。來自約100個國家的10萬多家機構參加這些展覽，展覽訪客人數約750萬-800萬人。經貿會展成為中俄兩國經濟合作的有力支點。他誠摯邀請中國會展人士參加“展覽搭臺開創中國出口新機遇中俄論壇” 。該會議針對中國展覽行業領先運營商，且有俄羅斯國家機構及民營企業參加，旨在俄羅斯展覽市場為中國公司拓展業務范圍，提高策展質量并創造最佳條件增加進出口機會。

對話環節

提升海外自辦展的品質與商業價值

第一場對話由資深出展人張雅竹主持。北方國際展覽有限公司副總經理李梓民，福建世創商務展覽有限公司董事長黃吉光，廣州外展信息科技有限公司總經理、廣東進出口商會副會長侯洪冰，哥倫比亞ANDINA FAIRS公司出展負責人余敏琦就自辦展目的地與合作伙伴選擇策略、如何滿足展商商業訴求、自辦展風險防控等辦展過程中的重要議題進行了深入探討。

北方國際展覽有限公司副總經理李梓民表示：“我們是隸屬于兵器工業集團公司和兵器裝備集團公司下屬的北方工業公司的專業展覽子公司，主要是從事防務展、國際應急救災技術裝備展等境外出展和國內辦展業務。我們希望把軍民融合和應急產業等領域的展會做強做大，把我們系統內的一些傳統和優勢產品通過展會形式宣傳出去。雖然平常的時候，大家認識不到這類產品和這類展會的重要性，但突發情況中就會認識到這些產品的重要性。通過展會打造一個平臺，讓國家和參觀企業有交流的平臺，這是我們的初衷。”

福建世創商務展覽有限公司董事長黃吉光表示，在自辦展的舉辦過程中要跟有實力、有聲譽的國外場館合作。當然，這需要基于充分的經驗和深度調查去判斷。同時，自辦展最重要的是要有實效，只有展會越做越大，才是最好的風險防控。在買家方面也要下足功夫。所有展會的生命在于高質量的專業買家，幫助展商達成實際交易才是硬道理，辦展之前至少要掌握采購商的基礎數據。

廣州外展信息科技有限公司總經理、廣東進出口商會副會長侯洪冰介紹道：中國的民營企業已經占到了60%左右，相信在中國的展覽圈，民營企業的市場份額也會越來越大。我們計劃在烏干達舉辦一個自辦展。為了提升農業的發展，為了解決就業問題，烏干達的農業部、工業部、外交部包括烏干達促進會聯通我們一起組織這一次烏干達的中國機械展。我認為，自辦展的主題要跟當地的產業特征緊密結合，同時也要考慮年青一代的思維方式和行業選擇。如此，在自辦展的舉辦中才能更有前景和信心。”

哥倫比亞ANDINA FAIRS公司出展負責人余敏琦則分享道：舉辦海外自辦展，首先要持之以恒，不能只看短期利潤，一個自辦展的成功，可能不是只需要一兩年，而是十年、二十年的積累。不能因為短期困難放棄這一個自辦展，也不能考慮到這個項目今年的利潤不佳，就放棄這個項目，只要看好一個行業，看好一個市場，就必須持之以恒。其次要充分考慮當地的產業鏈和整體環境。三是要注意文化差異，要有歸零心態，不要依靠在國內的經驗，而是在營銷、運營等方面進行本土化。

中美貿易戰背景下的中國出展業走向

該場對話由全國衛生產業企業管理協會會展活動管理部部長蔣曉剛主持。中國會展經濟研究會副會長、北京輝煌魅力國際商務會展有限公司總經理段婧，法國國際專業展促進會中國代表團首席代表婁述渝，譽頒會展集團有限公司執行董事、總經理李波，印度10Times會展網站東亞地區銷售與戰略負責人Pretyush Sharma展開頗具國際視野的對話。對話僅僅圍繞這幾個方面：中美貿易戰對出展業務是否有影響？如何理解中美貿易戰的影響？在類似的貿易摩擦中，出展企業如何降低風險？組展單位如何防控經貿風險對出展業的影響？

中國會展經濟研究會副會長、北京輝煌魅力國際商務會展有限公司總經理段婧指出，中美貿易額幾乎是中國與亞洲各國總貿易額的一半之多，當前中美在各個領域的合作也有加強，我們不能放棄美國市場。值得高興的是，中國的展出形象在海外市場已經有很大提升。另外，國與國之間的政治、經貿關系都會不斷變化，一些有前瞻性和發展潛力的會展項目可以提前布局，而不是只關注一時的風險和摩擦。

法國國際專業展促進會中國代表團首席代表婁述渝表示：“我認為首先在國內，中國展覽業本身要進入提質發展階段，展示形象、會展服務和展品質量都要上一個新臺階。而在出展行業，我認為我們首先要結交好日本、韓國等亞洲“近鄰”，同時也加強在歐美市場的開發。此外，我們也可以通過展會平臺，把中國采購商帶到海外去！

譽頒會展集團有限公司執行董事、總經理李波分享道：“在開拓海外展會時，我們非常注重開發有潛力的優質項目。一些名氣不是很大的展覽公司也有很多精品的展會項目，這都值得我們探索開發。另外，在目的地的選擇上，參展企業比我們更能敏銳地知道市場在哪里，我們緊跟客戶需求，就能探知市場在哪里。”

印度10Times會展網站東亞地區銷售與戰略負責人Pretyush Sharma陳述道：“在參加海外展會的過程中，突破語言障礙是深入當地市場的關鍵之一。另外，我們觀察發現，一些好的展會項目，因故停辦一段時間后重辦，人們還是踴躍參加，這說明，只要主辦方的展會品質過硬、服務質量過硬，展商和買家就會對其保持忠誠。”

會后，參會代表還進行了熱烈的現場交流，表示本屆出展論壇一如既往帶來行業熱門議題干貨和合作商機，令人收獲滿滿。

Connectivity for cooperation and diversified development

——Outbound Exhibitions Forum was held in Beijing

In 2018， the scale of Chinas outbound exhibition industry continued to climb. It reached a new high in the number of exhibition projects， the number of exhibitors and the exhibition space， but deeper demand for exhibition services has been increasing. At the same time， Sino-US trade frictions have intensified， and intellectual property issues still need to be focused... How to deal with the pain points and difficulties in the outbound exhibition industry？ On 4th July， the 2019 Outbound Exhibitions Forum was held in Beijing， Chinese and international organizers and agents at home and abroad gathered together to discuss the hot topics of the industry. The meeting invited Ji Hongyan， Deputy Secretary General of “China Convention and Exhibition Society as the moderator. The Forum was a part of the 9th Expo Project Fair for International Cooperation （EPFIC 2019）.

Authoritative report release

Chen Meng， Editor-in-Chief of China International Conference and Exhibition Magazine， Organizing Committee of the Forum， released the report "2018 China Outbound Exhibition Industry Survey Report". According to the report， “the long history brand exhibitions in the traditional markets of Europe and the United States” are still the most important indicators for enterprises to choose overseas exhibitions. The attractiveness of exhibitions in mature markets is still huge. At the same time， the survey shows that the percentage of exhibitions of the“One Belt， One Road” countries and regions had an absolute advantage. Among the projects surveyed， 72% of the projects were along the “Belt and Road”， especially in Asia. It can be seen that emerging markets such as the Belt and Road countries are still favored by Chinese exhibitors， and their business opportunities are to be further explored.

Among the surveyed companies， 58% are only engaged in exhibition agency business， 27% are also engaged in overseas construction business， 23% in international exhibition logistics business， and 21% ininternational air ticket business， 30% other businesses. In addition， 43% of companies forecast a business growth in 2019， 23% of the companies expect it to be flat， and 34% expect to be shrinking.

Exhibitors behave more professionally. The surveyed agents said that 43% of the exhibitors today will make appointments with buyers through the official website of the exhibition， and 14% of the companies will participate in the business matchmaking meeting at the exhibition site. 43% companies would ask agents to recommend foreign buyers information to them.

Theme speeches

Tomasz Szypula， Chairman of the PTAK Warsaw Expo， gave a speech entiled “Polish Convention and Exhibition Market in the ‘Belt and Road context“. He said that in the context of the “Belt and Road”， Poland， as a destination in the Eastern European conventions and exhibitions， which is favored by Chinese companies， means more business opportunities for Chinese exhibitors. The PTAK Warsaw Expo has an exhibition area of more than 120，000 square meters and holds exhibitions such as home exhibitions， building materials exhibitions， animation exhibitions and pet exhibitions every year.“In the coming year， we expect to host 44 events in our venues， and our events have received strong support from the government. We sincerely invite Chinese companies to seize business opportunities and participate.” He said.

Tan Jian， Director General， IP Service Center， China Council for the Promotion of International Trade & Director General， Legal Service Department， China Chamber of International Commerce， shared on the theme “Policies and Practices of Intellectual Property Work in Overseas Exhibitions”. He said that in the 40 years of reform and opening up， Chinese companies have become more and more powerful in the international market in terms of price competitiveness and quality improvement in overseas markets， and face higher-level rules and competition in the legal sector. Therefore， at overseas exhibitions， the intellectual property disputes we encountered have become more and more fierce. Exhibitors are the mainstay of the IPR disputes in overseas exhibitions. Exhibitors can establish their own internal intellectual property management system to prevent intellectual property risks and they are recommended to cooperate with the CCPIT and its representative institutions and other authorized and entrusted organizations in accordance with the principle of “who organizes the Chinese group then he shall be responsible” to do a good job in training the exhibitors.

Khariutkin Aleksei， Vice President of Sokolniki Exhibition and Convention Center in Moscow， delivered a speech entitled " Exhibition Activities Build a Bridge of Sino-Russian Economic and Trade Cooperation". He pointed out that the turnover of the Russian exhibition market is about $1 billion this year. This is a very good indicator， the Russian exhibition market turnover is ranked seventh in the world. Each year， Russia holds about 950 B2B exhibitions with a total area of 2 million square meters. More than 100，000 organizations from about 100 countries participate in these exhibitions. The number of visitors to the exhibition is about 7.5-8 million. Economic and trade exhibitions have become a powerful fulcrum for economic cooperation between China and Russia. He sincerely invites Chinese exhibition professionals to participate in an upcoming Russian-Chinese Exhibition Congress. The conference is open for leading operators in the Chinese exhibition industry， and will also be attended by Russian state-owned agencies and private companies. The aim is to expand the scope of business for Chinese companies in the Russian exhibition market， improve exhibitions quality， and create optimal conditions to increase import and export opportunities.

Dialogues

Dialogue 1： Enhance the quality and commercial value of overseas self-organized exhibitions

The first dialogue was moderated by senior outbound exhibition agent Zhang Yazhu. Four panelists gave in-depth discussions on the important issues in organizing outbound Chinese exhibitions， such as destinations and partner selection strategies， how to satisfy exhibitors business demands， and self-organized exhibition risk prevention and control.

Li Zimin， Deputy General Manager of Northern International Exhibition Co.， Ltd.， said： “We are a professional exhibition subsidiary of North Industries Co.， Ltd.， and we are mainly engaged in being agents for overseas exhibitions such as defense exhibition and international emergency rescue technology equipment exhibitions， and organizing domestic exhibition business. We hope to strengthen and expand the exhibitions in the fields of military-civilian integration and emergency industry， and publicize some traditional and advantageous products in our system through exhibitions.”

Huang Jiguang， Chairman of Fujian Strong Commerce & Exhibition Co.， Ltd.： “In the process of organizing the exhibition， it is necessary to cooperate with foreign venues of strength and reputation. However， this needs to be judged based on sufficient experiences and in-depth investigation. At the same time， the most important thing for selforganized exhibitions is to have good effect. Sustainable growth of the exhibition is the best risk prevention and control. It is also necessary to work hard on the buyer. The life of all exhibitions lies in high- quality trade buyers. At least the basic database of the buyer must be built upby the organizers before launching the exhibition.”

Hou Hongbing， General Manager of Guangzhou Foreign Exhibition Technology Co.， Ltd.， Vice Chairman of Guangdong Import and Export Chamber of Commerce， said， “Chinas private enterprises now already accounts for about 60% of total companies. I believe that in Chinas exhibition circle， the market share of private enterprises will also grow larger. We plan to hold a self-organized exhibition in Uganda. The theme of the self-organized exhibition should be closely integrated with the local industrial characteristics， and organizers must also consider the thinking mode and industry choice of the younger generation. In this way， we can have better prospects and more confidence in the self-organized exhibition projects.”

Dennis Yu， Project Executive， ANDINA FAIRS Columbia， shared，“The chief success secret to hold an overseas exhibition is to persevere， not just to look at short-term profits. The success of a self-organized exhibition may not only take one or two years， but ten years or twenty years of accumulation. You cant stop organizing a self-organized exhibition because of short-term difficulties. Second， we must fully consider the local industrial chain and the overall environment. The third is to pay close attention to cultural differences， to have a humble mentality， not to rely on domestic experience， but to localize in marketing and exhibition operations.”

Dialogue 2： Chinas exhibition industry development trends in the context of Sino-US trade war

The dialogue was moderated by Jiang Xiaogang， Minister of the Convention and Exhibition of the National Association for the Management of the Health Industry. The quite international panel had a dialogue revolving around the following aspects： Does the SinoUS trade war have an impact on your outbound exhibition business？ How do you understand the impact of the Sino-US trade war？ In a similar trade friction， how do exhibiting companies reduce risk？ How does the exhibition unit prevent and control the impact of economic and trade risks on the exhibition industry？

Duan Jing， Vice President of China Convention and Exhibition Society & General Manager of Beijing Glory Glamour International Commerce and Exhibition Co.， Ltd， observed： “The trade volume between China and the United States is almost as much as half of the total trade volume between China and Asia. The current cooperation between China and the United States in various fields has also been strengthened. We cannot withdraw from the US market. The political and economic relations between countries will continue to change. Some forward-looking and development-oriented exhibition projects can be strategically planned in advance， rather than focusing on the risks and frictions of the moment..”

Shuyu Lou， hief Representative of Promosalons China， said： “First， in China， the Chinese exhibition industry itself has to enter the stage of upgrading and development， and the image， exhibition service and quality of exhibits must reach a new level. In the exhibition industry， I think we must first make good neighbors with surrounding countries such as Japan and South Korea， and then also strengthen the development in the European and American markets. In addition， we can also bring Chinese buyers overseas through the exhibition platform！”

Li Bo， Executive Director and General Manager of Honor Exhibition Group Co.， Ltd.， said： When developing overseas exhibitions， we attach great importance to the development of high-quality projects with potential. Some exhibition companies are not very famous.，but they also have many excellent exhibition projects， which are worth exploring and developing. In addition， in the choice of destination， exhibitors know much better than us of where the market is， and we can find out where the market is when we keep up with customer needs.”

In the process of participating in overseas exhibitions， Pretyush Sharma， head of sales and strategy for East Asia of Ten Times Online Private Limited

from India， commented： “One of the keys to open the local market is to break the language barrier. In addition， we have also observed that for some good exhibition projects which have been reopened after a period of time， people are still actively participating in. This shows that as long as the quality of the exhibitions is excellent and the quality of the exhibition services areexcellent， exhibitors and buyers will stay loyal.”

After the meeting， the participants also had a lively exchange， and said that this exhibition forum again presented hot topics and cooperation opportunities in the industry..