The Development Trend of Convention and Exhibition Design

The convention and exhibition industry, as an emerging service industry, is a sunrise industry in the 2l century with great development potential. It drives textile and garment, accommodation, catering, communication, tourism, shopping and other related industries. At present, the number of employees in China's convention and exhibition industry has reached more than one million.

With China's accession to the WTO, especially the implementation of CEPA arrangements between the mainland and Hong Kong and Macao, foreigners are more and more optimistic about China's conference and exhibition industry, and the cooperation between Chinese and foreign conference and exhibition enterprises has shown a multi-level and all-round situation. Some famous companies from developed countries in the convention and exhibition industry, such as the United States, Germany and the United Kingdom, are looking for cooperation projects with China, or cooperating to establish enterprises, or cooperating to run conventions and exhibitions in various forms. Another further expansion of opening up to the outside world will not only bring new funds and inputs, but more importantly, new business methods and business concepts, which will further promote the better development of China's conference and exhibition industry.

Overall speaking, the history of the development of China's conference and exhibition industry is still relatively short, and it is still in the primary stage of development, and it is in the period of exploring and accumulating experience, and there are still some problems that can not be ignored, which are mainly as follows:

The phenomenon of "small, scattered and chaotic" is more prominent, and there is a lack of conference and exhibition brands that are of a large scale and of a high grade.

The exhibition industry is an industry with obvious effect of economy of scale, that is, when an exhibition reaches a certain scale, the rate of increase of income is greater than the rate of input of exhibition production factors, therefore, the development of exhibition industry should pay special attention to establish brand awareness, and create some fine products with economy of scale and international influence like Canton Fair and Science Fair.

China held more than 2,500 exhibitions last year, the industry's total output value of 7 billion yuan, accounting for about 0.07% of China's GDP, the average output value of 2.8 million yuan / a; Germany's total number of exhibitions in the 300 up and down the scale of the formation of the value of Germany's GDP is 1% of the average output value of nearly 10 million euros / one. China's exhibitions and exhibition companies several times, or even dozens of times in the international exhibition powerhouse, and the entire exhibition value scale is less than a few percent of the others, although different national conditions can not be a simple comparison, but from this set of data at least, China's conference and exhibition industry in this regard, the gap is still relatively large.

For example, China has a large number of exhibitors and many exhibitions of different sizes, but the scale of many exhibitions is less than 10,000 square meters. Excessive competition makes many companies and organizations put most of their money and energy on pulling exhibitions and exhibitors, and have no time to pay attention to the organization of professional visitors to exhibitions and services for exhibitors, resulting in the exhibition effect is greatly reduced.

The phenomenon of lagging development of exhibition hall construction and organizing exhibitors and builders coexists, and the quality of practitioners needs to be improved

Currently, there is a boom in the construction of exhibition halls, but the layout and structure are not very reasonable, and there is the phenomenon of low-level duplication in the construction of exhibition halls. The construction of some local exhibition venues does not seriously consider the market demand, and does not seriously consider whether it is in line with the law of the development of the exhibition industry, and is more a reflection of the will of the local government rather than a market behavior to meet the needs of the industry's own development. This also reflects the current misunderstanding of the development of the exhibition industry, thinking that as long as there are high-specification and large-scale exhibition venues, high-quality exhibitions can be organized, and the local exhibition economy can be developed and the development of other aspects can be driven. In fact, the venue itself is only a kind of condition, and cannot automatically create a market. Practice has shown that the unreasonable layout of exhibition hall construction and the construction of too much and too fast will inevitably result in the idleness of the venues and the waste of social resources.

According to the information provided by the relevant institutions, the area of venues available for exhibitions in China will soon exceed 1.7 million square meters, and the scale and speed of its development has exceeded that of many exhibition countries, but the utilization rate of venues is generally low. Generally speaking, the utilization rate of exhibition halls reaches 50% to 60% before it can play a better market benefit. At present, the overall utilization rate of our exhibition halls is between 10% and 30%. This not only creates a waste of capital, land and other resources, but also inevitably leads to vicious competition in the exhibition hall business market.

Another problem is the hardware: with the development of software is not matching, practitioners, practitioners, there is a quality to improve the problem. From the industry organizational structure, compared with the huge number of exhibition halls, the development of companies serving the exhibition industry, such as organizing exhibitors, builders and logistics companies, is relatively lagging behind. Although the number is not small, the company is generally small in scale and not strong in competitive strength, which forms the low level of excessive competition in the whole exhibition market and seriously affects the development of China's exhibition industry.

Insufficient development of marketization and industrialization, and insufficient standardization of the corresponding industry management

In an industrial sense, the exhibition industry is a new industry that has been developing rapidly only in recent years. In the past, many large-scale conventions and exhibitions were governmental acts. The excessive and abusive convention and exhibition activities held in the name of the government, especially some large-scale conventions and exhibitions are planned and held by the government, which not only reflects the strong demand of the local government in this regard, but also reflects that the process of industrialization and marketization of the convention and exhibition is still insufficient, and it cannot adapt to the requirements of the rapid development of China's economy and society.

Therefore, we think that we should pay attention to the following points to promote the healthy development of the exhibition industry:

1. Transform the function of the government and create a favorable market environment for the healthy development of the exhibition industry. The socialist market economic system requires the government to effectively transfer the economic management function to mainly serve the market main body and create a good development environment, reform the administrative approval system and reduce direct intervention. It mainly guides and regulates the development of the industry and creates a market environment for fair competition through medium- and long-term planning, development strategies, industrial policies and market rules. Specifically for the exhibition industry, firstly, the government should reduce the number of commercial exhibitions that are directly organized and can have their functions realized by the market; secondly, it is necessary to reduce administrative approvals and charges, relax market access and encourage more private enterprises to enter the exhibition industry. To promote the full competition and structural rationalization of the exhibition market; Thirdly, we should put the main efforts on the establishment of market rules and market supervision, and create good conditions for the fair competition of enterprises.

2. Further expand the opening up to the outside world and promote the conference and exhibition industry to meet the international standards. With China's accession to the WTO and the implementation of the Closer Economic Partnership Arrangement between the Mainland and Hong Kong and Macao, the level of China's opening up to the outside world will be further increased. As an emerging modern service industry, fear of competition and reliance on protection is never the way to success. On the contrary, precisely because of the weakness, we have to advocate and be good at learning and introducing advanced foreign business concepts and business methods, and at the same time give full play to our own advantages, so as to improve the quality of practitioners in China's convention and exhibition industry and its international competitiveness as soon as possible. At the same time, we should also give full play to the role of industry associations, which are indispensable self-regulatory intermediary organizations for the development of market economy. Industry associations in the development of industry norms, organizing personnel training, exchange of relevant information to achieve the industry "self-restraint, self-improvement, self-management, *** with the development of" has great potential.

3, support the advantageous enterprises to accelerate the development. In recent years, a series of internationally renowned conference and exhibition enterprises have entered China's conference and exhibition market. Compared with these internationally renowned conference and exhibition enterprises, there exists a considerable gap between Chinese conference and exhibition enterprises. In the face of competition, we must support a group of Chinese conference and exhibition industry enterprise groups to adapt to the development trend of the industry and represent the development direction of the market to accelerate the development, so as to make China's conference and exhibition industry embark on the road of scale operation.