According to the official website of the Ministry of Commerce, the 127th China Import and Export Fair (Canton Fair) will be held online from June 15 to 24 for a period of 10 days.
Holding Canton Fair on the Internet is an innovative measure to actively respond to the impact of the New Coronary Pneumonia epidemic, and strive to stabilize the basic foreign trade foreign investment. The Ministry of Commerce will adhere to the importance of both import and export, do a good job in production, supply and marketing, actively mobilize all parties, upgrade the technical level, expand the scope of benefiting enterprises, improve supporting services, enhance the online experience of the majority of enterprises and customers, and strive to hold a "Special significance, special measures, and wonderful" online Canton Fair. Welcome domestic and foreign enterprises and merchants to participate actively.
This year is the first time that China has fully held the Canton Fair in the form of a network. On April 15, according to Tencent, China Foreign Trade Center (Group) determined that Tencent became the technical service provider of the 127th Canton Fair, providing overall technical support, platform R & D services and cloud resource support for the Canton Fair online hosting. On the same day, Tencent also announced this news on its official WeChat public account.
According to Tencent, based on the technical and ecological advantages accumulated over the past 20 years, it will make full use of WeChat, Tencent Cloud, Tencent Conference, Enterprise WeChat, Translator and other product and service capabilities, jointly strengthen the supply and procurement docking service, and hold a special docking event online to increase Great online matchmaking efforts to enhance the effectiveness of organizing exhibitions.
At the same time, Tencent will also build an online live broadcast platform for the current Canton Fair, and set up a 24-hour online live broadcast room for exhibitors. Companies can either conduct individual face-to-face negotiations with merchants online, or promote and promote global merchants through live webcasts.
An online transaction that subverts traditional perceptions is coming to us. What does this mean for hundreds of thousands of Chinese and foreign trade companies and millions of related employees?
The online Canton Fair looks gradually clear
The Canton Fair is held twice a year in spring and autumn, and nearly 200,000 buyers from all over the world come to Guangzhou. What kind of scene will such a Canton Fair move to the Internet?
According to the State Council press conference held on the 10th, the online Canton Fair is mainly B2B, supplemented by B2C, and 25,000 enterprises and exhibits are all online, distributed according to the original physical exhibition area; a cross-border e-commerce zone is set up to encourage companies that meet the standards to participate; Each company enjoys an independent "10X24 hour" live broadcast room, which can provide both individual face-to-face and group-oriented live broadcast.
According to analysis, "10X24 hours" means that the exhibition period may be changed from the original 15th to 10th. It turned out to be divided into three phases according to the industry. Enterprises have to pay attention.
Encouraging companies that meet the standard to attend the conference means that the old model of allocating the number of participants from the local commercial departments for many years may be changed. Enterprises other than 25,000 companies are expected to participate.
The full launch of enterprises and exhibits means that there is no space limit, and the number of products that companies can promote may increase significantly; it also requires that the exhibits can have 3D modeling and accurate images. Is this work done by enterprises themselves, or is there technical support? Enterprises must also pay attention.
There are one-to-one and one-to-many modes for corporate live broadcasting, which means that the current common password-type live broadcasting rooms and live broadcasting with goods "enter the hall". The live broadcast may not be a big test for the sales staff, but it allows buyers to follow the camera and go directly to the factory production line. The "Old Canton Fair" knows that foreign buyers are not far away from the meeting, and rarely place orders on site. Most people will inspect the goods on site at the factory. What ’s more, they especially like to infer product quality and industry trends by observing the details of the enterprise style. . For small and medium-sized enterprises with unstable customers, improving the level of live broadcasting and taking orders will hopefully bring Nirvana back to life.
Physical exhibition is still highly sought after
The Canton Fair "going online" and e-commerce activities have been carried out for about 20 years. In 2013, the Canton Fair established an e-commerce platform, but many buyers and exhibitors are still more willing to use the physical Canton Fair as a "social" platform to show the strength of the enterprise, make potential customers, and avoid low-quality suppliers. However, in recent years, placing orders during the exhibition has become increasingly rare. Exhibitors must maintain foreign purchasers and provide visits and inspection services, which can take as long as 3 months and 1 year.
It is worth noting that the 7 years from 2013 to the present is not only the 7 years of explosive development of China's e-commerce platform, but also Chinese exhibitors actively participating in offline industry exhibitions, professional exhibitions in the United States, Germany, etc. 7 years into "China Exhibition".
In January of this year, 33% of the more than 5,100 exhibitors at the CES 2020 in Las Vegas, United States, came from China, more than 800 companies from Guangdong, and elite tech companies such as DJI and Ubisoft. Out. Insta360 CEO Liu Liang said with emotion, "There was only one table at the exhibition five years ago, and this year we won a 216 square meter exhibition area."
Germany, which has two thirds of the world's top professional exhibitions, is well-known for major exhibitions such as the Hannover Messe and Frankfurt Motor Show, and is also the most popular Chinese company. Many SMEs would rather tolerate a five-fold price increase during the exhibition and up to 500 euros per day in room rates, not far from participating. Sometimes a room is hard to find, and many people have to stay in a small town 40 to 50 kilometers away.
In addition, the development momentum of the domestic entity exhibition industry is still strong. On March 19, Shanghai passed the country's first local convention and exhibition industry regulations, "Shanghai Convention and Exhibition Industry Regulations," and proposed to build an international convention and exhibition capital. On March 31, Changsha released the first batch of top ten key exhibition projects in 2020, which was the first shot in the national exhibition industry to restore confidence.
Online and offline integration exhibition
The value of physical exhibitions cannot be replaced at present. Physical exhibitions are the mainstay, and the integration of online and offline exhibitions will become a new trend in Canton Fair. In the view of Li Weihai, chairman of Guangdong Liwang, who has been exhibiting for 6 years, the new model of Canton Fair has the characteristics of publishing products and company introductions online, exploring buyers offline through the Canton Fair, and jointly serving enterprises to develop markets.
Online and offline integration is also the direction of Canton Fair reform. In recent years, the Canton Fair has carried out the construction of the Smart Canton Fair. Through the official website revision and APP upgrade, it has created six new business models such as preview platform and supply and purchase docking. The online Canton Fair just provided an opportunity for cloud computing, big data, industrial Internet of Things, etc. to better promote the high-quality development of trade in practice.
Downstream booth construction companies are also unable to hold back. Picard Exhibition Chairman Dai Junji said that in the past, the company only helped client companies to make booths and exhibition halls. Recently, they helped partners to do training services through live broadcasts, and helped them pull orders. There is definitely a market opportunity for the rope.
As the "world's first exhibition", the Canton Fair is the vane of China's exhibition industry. The cooperation between Canton Fair and Tencent will explore the integration of exhibitions.