Pay attention to how the online Expo breaks through the epidemic situation?

Since the outbreak of novel coronavirus pneumonia, the exhibition industry has undergone a great baptism. Many exhibition enterprises have adopted various ways to save themselves, and online exhibitions are highly respected by the whole industry. The 18th China ASEAN Expo and China ASEAN Business and Investment Summit held here are held in the form of "physical Exhibition + East cloud Expo". "East cloud Expo" breaks the space constraints, ensures the attention and participation of domestic and foreign political and business circles, opens up a "Nanning channel on cloud" for multi field cooperation, and makes a beneficial exploration for the sustainable development of the exhibition industry.

Breakthrough under epidemic situation

Over the past 30 years since China and ASEAN established dialogue relations, all-round cooperation between the two sides has been continuously deepened and has become the most dynamic cooperation in the Asia Pacific region. Since the East China Expo was held in 2004, based on China ASEAN cooperation and opening up to the world, it is creating a broad market and huge business opportunities beyond 11 countries.

In 2020, under novel coronavirus pneumonia, the East Expo first adopted the "entity Exhibition + online exhibition" approach, breaking through geographical restrictions and expanding business opportunities.

One belt, one road, China, the other is the "East Expo". Tea in Laos, bird's nest in Malaysia... Through 3D virtual exhibition hall, all venues let the audience feel the cultures and commodities of various countries closely.

"By placing an order on the online platform, you can bring Thai fruits to the Chinese market." Qin Qingxian, who runs an agricultural technology company, said that this year, Thai durian is favored by consumers, and the online sales volume has increased a lot.

Wang Lei, Secretary General of the Secretariat of the China ASEAN Expo, said that after the launch of the "East China Expo on cloud", it has been online and operated normally all year round, truly realizing the "365 day East China Expo". This year, the East Expo will continue to adopt the combination mode of online and offline, improve the functions of "cloud display", "cloud conference" and "cloud negotiation", and enrich the live promotion conference and "one-to-one" video matching activities.

Challenges of online exhibitions

The transformation from offline to online means the change of thinking in consultation, marketing and other links. At present, it still faces many challenges.

--The conversion rate of online exhibitions is not high. Wang Lei believes that the exhibition industry is a contact economy. Although there is a lot of traffic, the actual conversion rate needs to be improved. Online exhibitions mainly focus on retail. For exhibitors and purchasers dominated by B2B, there are few agreements actually reached.

--Acceptance of the new procurement model still needs to be cultivated. For the first time, the East Expo held the "preferred good goods Festival", invited well-known domestic e-commerce anchor to visit the exhibition, and organized a special live delivery, but the acceptance of online sales methods at home and abroad is very different. Some traditional merchants said they were more used to selecting products in the physical exhibition hall and conducting face-to-face communication and negotiation with exhibitors. In addition, the construction of network infrastructure, network transmission speed and translation capacity in some countries will affect the procurement efficiency of customers.

--There is a large demand for talents in compound exhibitions. During the interview in the exhibition hall of the East China Expo, the reporter found that many foreign exhibitors have multilingual abilities such as Chinese and English, and have obvious advantages in communicating with merchants from various countries. Online exhibitions also require exhibitors to have flexible language expression ability, cross-cultural communication ability, and sufficient foreign trade theory and practical knowledge. In the future, the development of exhibition industry will have an increasing demand for compound talents.

More urgent transformation

At present, the accelerated development and wide application of advanced technologies such as mobile Internet, big data, cloud computing, VR and AR have promoted the cross-border integration development of all walks of life and forced the rapid transformation of the exhibition industry.

Since last year, the "East cloud Expo" has actively built a digital exhibition platform, a digital conference platform, a digital marketing platform, etc.

Combine online and offline exhibitions to create an ecological closed loop of intelligent customer acquisition. Wang Zhaoyun, chairman of Guangdong Hongwei International Convention and Exhibition Group Co., Ltd., believes that online exhibition is inseparable from the support of offline exhibition entities. Through the independently developed digital twin accurate customer acquisition platform, the group improves the enterprise's "cloud" customer expansion ability, helps enterprises access digital trade events at low cost, and looks at factories and products in an immersive way.

At present, Guangxi is accelerating the construction of International Convention and exhibition enterprise headquarters base, and fully activating the agglomeration effect of modern convention and exhibition industry with convention and exhibition projects as the main force, supporting services as the support and commercial circulation as the extension.

Wang Jinzhen, former vice president of CCPIT, suggested the establishment of China ASEAN Convention and Exhibition alliance, strengthen Convention and exhibition information exchange and cooperation, make full use of modern advanced technologies and means, carry out various forms of efficient information exchange, establish information exchange mechanism, and carry out training for convention and exhibition professionals.

Source: Xinhuanet

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