1. The Dragon Has Arrived
China and Expositions
Presented by
Chris Kappes
Ralph Miller
Hua Xu
Danielle Xu
1
2. What’s all the noise about China?
With a population of 1.3B and expanding middle class, the Chinese market offers one of the
richest opportunities for business development and market expansion. Trade shows are
growing exponentially in this geo to support the growth.
This session will dive into:
The latest news from China from the front-line
Marketing in China…it different and why
Tradeshows in China….key shows and venues
Tradeshows in China…what works and what doesn’t
Expectations of an exhibition in China from an American exhibitor’s view
Managing a China project from the US…how?
Challenges and opportunities?
Case studies
Put your toe in the water and start your own ripple within your company about exhibiting in
China.
2
3. Bios:
Ms. Xu Hua: Vice Secretary General of Shanghai Convention & Exhibition
Association
Mr. Ralph Miller: Producer
Ms. Danielle Xu: Senior Account Executive, 3D Exhibits
Chris Kappes: SVP: Strategic Alliances, 3D
3
4. The Year of Dragon Ended
Successfully!
Now The Year of Snake Brings
Prosperity and Peace.
Calm on the Surface, It is Intense
and Passionate.
4
5. China overview: Chinese economy is developing
rapidly. With the big population and expanding middle
class, the Chinese market attracts attention all over the
world. “Made in China” is expanding as more and more
Chinese companies want and need to build their brand
names and recognition globally. China must set up
bridges that connect this ancient country towards the
new world.
5
6. The Dragon Has Arrived
1. China overview …………….……………………………………………..……........Page# 4
2. Marketing in China………………………………………………………..………….Page# 9
3. Tradeshows in China ………………………………….……………………….…...Page# 14
4. Tradeshows in China – it is different and difficult ……….………….…..….....Page# 23
5. Managing your expectations ………………………………………………...…….Page# 32
6. Managing a China project from the US ………………………...………………..Page# 32
7. What they don’t tell you about exhibiting in China …………………….….…..Page# 32
8. Exhibiting in China has it’s challenges and opportunities ………………......Page# 38
6
9. China, A Country with the Biggest Population
in the World
The power of Chinese Economy = Everything x 1.3 Billion
9
10. GDP from the Year of 2000 to the Year of 2011
7.30 Million USD
10
11. A Country Successfully Hosted
the Olympic Games
A Country Wonderfully
Presented the World EXPO.
A Country Becomes One of the
World’s Top Luxury Markets in
2011.
11
12. An Estimated 18,000 Billionaires are there in China!
A Super Rich Class of around 880,000 Millionaires is Rising!
A Middle Class of 200 Million People Who Have High Purchasing Power and are
Willing to Spend MONEY! 12
13. China Has Already Become the World’s The Year of 2012
No.1 Luxury Market in 2012. The Year of 2011
34%
29%
25% 27%
15% 14% 15% 18%
9% 12%
Others
13
14. Luxurious Products Purchasing
The Top 10 Chinese Cities
SHANGHAI
BEIJING
HANGZHOU
CHENGDU
DALIAN
QINGDAO
FUZHOU
CHONGQING
ZHEGNZHOU
SHENZHEGN 14
15. China Has Built up a Big Stage
that Welcomes People All Over
the World.
China Needs Bridges that can
Connect this Ancient Country to
the World.
15
17. Hear the Noise about China:
* Broad-Based Opportunity
* Competition SWOT
* Differentiation vs. Local and International Competition
* 5000+ Year-Old Culture
* Highly Mobile Mass Population
* Growing Elite Class: Super – Upper - Topper
17
18. 2. Marketing in China:
Learn about how successful companies
market in China and what not to do in this
diverse culture.
18
19. You Need not to Sell China!
By Helping China sell Itself, You will be
Virtually Assured Grand Profits and Success.
Bucking the Trend is Successful for Only a
Fortunate Few.
The Choice is Yours.
19
21. Marketing in China:
Yangtze River Delta Economic Zone:
Shanghai, Nanjing, Suzhou, Wuxi,
Hangzhou and Ningbo
North China Sea Economic
Development Zone:
Beijing, Tianjin, Hebei, Shan Dong,
and Liao Ning
Zhujiang River Delta Economic
Development Zone:
Guangdong, Fujian, Jiangxi, Hunan,
Sichuan, and Hainan.
China’s Special Economic
Development Zone:
Hong Kong and Macau
21
22. Beijing
– Capital of China
The Only Chinese City that is
Ranked as One of the Top 10
International Convention Cities in
the World.
22
23. Shanghai – No. 1 City in China
Population: 23 Million
Total Space: 6340 Sq. KM
Sister City of San Francisco, Chicago, Winston Salem, and Montreal of North America.
23
24. Guangzhou
Population: 12.7 Million
Total Space 7434 Sq. KM
This is the City that Hosts China Import and
Export Fair, the Biggest Trade Fair in the World.
24
28. Tradeshows in China:
• Every year, China hosts more than 50 first-class shows and exhibitions. Hear
about the major shows, key venues an examples of major exhibitors. Learn about
Key cities and key venues: Shanghai, Beijing, Guangzhou, Hong Kong.
• Understand the profile of top shows in various industries and attendance.
• Learn how to work with the government
28
29. Direct Revenue From the Convention
and Exhibition Industry in Shanghai:
2.4 Billion USD
29
31. EXPO & Convention Centers in China
Total EXPO & Convention Centers Numbers: More than 300
Exhibition Space Area: 50.5 Million Sq. M
Average Yearly Occupancy Rate: 15%
The Growth Rate of Exhibit Space from 2001 to 2011 is 10 Times.
31
32. BEIJING
Beijing National Convention Center
Total Space: 530,000 Sq. M.
32
44. INTEX Shanghai
Shanghai Exhibition Center
Shanghai International
Convention Center
Shanghai Everbright
Convention & Exhibition
Center 44
45. CHINA EXPO COMPLEX (CEC)
CEC will have total indoor space of 400,000 Sq.M.
In 2015, Shanghai will have a total of 800,000 Sq. M Exhibition Area. 45
48. The Fastest Developing Industries in China
Food
Banking
Medication
Heavy Machinery
Constructions and Building Materials
Automotive
Tourism
Environmental Protection
Communications & IT
Education
48
49. Famous Exhibits and Tradeshows in China
Auto China
Bauma China
China International Furniture Expo
Canton Fair (China Import & Export Fair)
China ASEAN Expo
China International Industry Fair
China International Bicycle Show
Hotelex
China International Beauty EXPO
China Textile Show
49
50. Auto Beijing and Auto Shanghai
Total Space (Sq. M) Visitors Exhibitors
2011
230000 715000 1748
50
63. 5. Managing your expectations
6. Managing a project from the US.
7. What they don’t tell you about
exhibiting in China
63
64. • Managing your expectations:
what should you anticipate the results will be
when exhibiting in China.: Hope vs. reality.
• Managing a China project from the US:
What is the process and is it effective? What are
the options and cost impact.
64
65. How to Attend a Show in China?
- Require lots of Oversight
- Mostly Communications & Lack of Common Standards
- Develop a Local Presence
- Balance people, Time and Money for Optimum Results
- 10 Meter Rule
65
66. How to Host a Show in China?
Collect Material for Applications
Submit Documents to Government
Check and Review
Approved Rejected
Make Registration Materials Returned
20 Working Days
Check out Result(www.maofa.sh.cn) Make Correction and Re-Submit
66
67. You Must Trust Your Chinese Partners.
China can be a low-cost leader, but if you want a quality product, you should
realize your are operating in a global market with global opportunities and
global pricing.
67
68. How to Tell Your Story?
Design
Attract Their Eyes
Open Their Hearts 68
69. Let’s Make it Happen!
Fabrications
Feet or Meters?
Do We Have the Same Understanding?
Manage Your Expectation!
69
70. We are Close to the Show!
Move-In & Installations
Workers – No Union!
Venues Have So Many Different Rules.
70
71. It is the Time!
Show Starts!
• Always Bi-Lingual
• Business Cards
• Use Title to Greet Clients
• Dress Codes
• VIP Treatment
71
72. Marketing Strategy
• Pre-Show
• During the Show
• After Show
Remember that You are on the Other Side of the
Pacific Ocean!
72
73. People, Time & Money:
Schedule, Schedule and Schedule
Yes May not Mean “Yes”.
Quality and Cost can be Dramatically Different.
What Seems Impossible can be 100% Possible!
73
74. Work with the Government
• Government Issue Supportive Policies
• Government Publish Directory Standards
• Government Make Recommendations and Promotions
74
75. 8. Exhibiting in China has it’s
challenges and opportunities:
case studies that profile different
approach and outcomes from
exhibiting in China.
75