Transcript 國際展覽總論 張 瑛 0912 200 696 02-2701 8768 ext 208

國際展覽總論
張 瑛
[email protected]
0912 200 696
02-2701 8768 ext 208
•現任: 滿力國際股份有限公司 行銷業務總監
•曾任: 中華國際會議展覽協會 秘書長
•
台北國際會議中心 業務組組長
•
外貿協會展覽處 展覽組組長
•從事會議展覽行業迄今約二十年，在外貿協會展覽
處十年籌辦的專業展覽共百場，籌辦經驗豐富。後
轉調至台北國際會議中心業務組，從主動開發客戶
到協助會議舉辦，一年經手近百場會議，創下業績
高峰。
• 2002年自貿協退休後轉至中華國際會議展覽協會擔
•
任秘書長一職。
• 2007年開始與業者共同努力開發國際業務。
展覽
•Fair
•Exhibition
•Exposition
•Trade Show
•Messe
•見本市
來自拉丁文的 Feria
來自拉丁文的 Expositio
同上
美國
德國
日本
World Expo
Fair
Earliest type of
market,
direct selling
Trade fair
International exposition,
special segment of
an industry
Exposition
Exhibition
Generic terms, interaction of buyers and sellers,
displaying goods and services
Trade show
Consumer show
B-to-B exposition
Trade visitors
B-to-C exposition
General public as visitors
Mixed show
Open for trade and public
visitors
展覽的種類
•專業展: 電腦展，醫療展，機器展
•綜合展: 體育用品展，五金展
•商展(B to C): 家具展，玩具展
•國際展
• 全國性展覽
• 地區性展覽
International Show
National Show
Regional Show
World's Fair – EXPO
世界博覽會
•由國際組織The Bureau
International des Expositions
簡稱 BIE 管理
•展期為3~6個月
•我國因不是聯合國會員故不得加
入
Crystal Palace in London, built for WORLD EXPO 1851
Theme for 2005 World Exposition: "Nature's wisdom"
EXPO 2005
Nature's wisdom
Aichi, Japan
展覽的要件
主辦單位
專業賣方
參展廠商
專業買方
展期
展品
參觀者
展地
綜合賣方
意見領袖
週邊行業
攤位裝潢業
綜合買方
政治人物
旅行業
公會領袖
學者專家
展品運輸業
顧問服務業
記者媒體
展出者的目的
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•
•
•
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接訂單
尋找新客戶
推出新產品
聯絡客戶感情
蒐集商情
建立形象及維持知名度
訓練員工
參觀者的目的
•
•
•
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尋找新產品
尋找新供應商
參加研討會
考察競爭情形
展覽產業對各國經濟的影響力
• 美國
–
–
–
–
12,500 trade shows a year
1.5 million full time employment,
10.5 billion Income tax,
Top 10 industry
展覽產業對各國經濟的影響力
• 新加坡
– 673 trade shows a year
– Total revenue 10% of GDP
– Each exhibitor spend S$
2,892/per day
展覽產業對各國經濟的影響力
• 德國
– 60% of world leading trade shows
• In 131 big shows
– 161,158 exhibitors(77, 183 from overseas)
– 10.09 million visitors(1.8 million from
overseas)
– Total expenditure in ADV and PR worth
57.50 million Euro
Who makes money?
• Organisers (PEOs)
– Managing their own events
– Managing events for others
• Associations
• Governments
• Other PEOs
• Venues
• Service providers
– Freight forwarders
– Stand contractors
...outside the industry?
• Travel-related
– Airlines
– Hotels
• Local services
– Retailers
– Restaurants
– Local transport services
• Taxis
• Trucking companies
• Regional economies
Who makes the money?
Retail
23%
Other
4%
Exhibition
organisers
9%
Transport/ storage
17%
Exhibition halls +
in hall services
10%
Restaurants/ bars
10%
Hotel
26%
Stand contractors
8%
Source: Economic Impact of Hong Kong’s Exhibitions Industry, 2002
How do organisers make
money on exhibitions?
• Organisers
–
–
–
–
Re-sell space
Sell advertising
Collect cash in advance
Size is a key determinant of profitability
• Large shows are very profitable
• Overhead doesn't increase much as show size goes up
• Although largest single expense is hall rental
How do venues make money
from exhibitions?
• Venues
– Rent space to organisers
– Run catering outlets and other services
– Collect other service fees
• Telecoms
• Parking
– A big money-earner at some venues
…but there are other measures
for venues
• In most places in the world, exhibition centres are
built by local governments as part of the city
infrastructure
• They are not necessarily required to make a return
on investment.
– Although they are expected to pay their own operating costs.
• This has led to over-building in some places
– China
– USA – questions over real return on investment
How do third parties make money
from exhibitions?
• Work with organisers
• Become official hotels or carriers
– Provide travel and accommodation services to
participants
• Exhibitors
• Visitors
• Their families and friends
• Build stands
• Ship freight in and out for exhibitors
• The situation worldwide 2002
(according to UFI, the global association of the exhibition industry)
– App. 30.000 exhibitions held around the world
– App. 3,2 million exhibitors participated in the
exhibitions
– App. 350 million visitors came to see the events
The profile in Asia
No. of
exhibitions in
2005
China
Japan
Korea
Hong Kong
India
Chinese Taiwan
Thailand
Indonesia
Singapore
Malaysia
Philippines
Vietnam
Pakistan
Total
564
473
139
56
128
58
57
56
52
52
62
41
17
1,755
Estimated
annual size in
net sqm
Average
size (net
sqm)
Total space
sales vs. 2004
4,065,000
7,207
14.5%
2,273,000
4,804
7.8%
522,000
3,753
2.5%
501,000
8,943
0.0%
462,000
3,603
7.9%
329,000
5,663
9.0%
274,000
4,795
42.6%
192,000
3,414
55.1%
175,000
3,347
-2.9%
166,000
3,180
50.0%
125,000
2,007
3.5%
62,000
1,510
119.2%
41,000
2,401
Source: UFI/BSG
2006 report: “The Trade
Fair Industry in Asia” 7.4%
9,187,000
Analysis limited to major business-to-business events only
5,231
12.1%
China: Market of the future for exhibitions
• Forecasts for China say that within ten years the
exhibition industry will belong to one of the ten most
powerful market segments in China.
• In 2006, 61 major international exhibition centres are in
place.
• Approximately 2,500 exhibitions take place
– Of those, 563 are significant B2B trade fairs.
• Growth rates of more than 15 % are currently
achieved.
中亞
中國
中國
歐
盟
歐盟
北美自由貿易區
北美自由
貿易協定
中東北非
中東北非
南方共同市場
南方共同市場
東南亞國協
東盟
歐洲展覽的特色
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•
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•
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規模宏大
歷史悠久
多為專業展
國際化程度高
德國為重鎮
可退加值稅
展品通關便利
美國展覽的特色
• Most organized by associations
• Meeting facilities provide space only, they
do not create shows
Most convention centers are owned by cities,
• Trade Show = trade only B to B
(closed to the public)
• Consumer Show = open to the public
B to C
Comdex 1979-2004
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•
•
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Introduction 1979 approximately 3000 attendees
Growth 1980s through mid 1990s
Maturity 2000 with 200,000 attendees
Decline/Death 2003 with 125,000 attendees
– CANCELLED 2004/2005
– MediaLive bankrupt in 2003
Consumer Electronics Show
• Absorbed Comdex’s market
• Largest show in US 2006
• 110 countries
– 150,000 attendees
– 2,500 exhibitors
International Association for
Exhibition Management
• Organized in 1928
• Represents the interests of over 3,500
individuals tradeshow and exposition
managers around the world.
• Mission Statement:
IAEM promotes the unique value of
exhibitions and events and is the principal
resource for those who plan, produce and
service the industry.
展望與結論
•展覽仍將是無可替代之行銷利器
•展覽的發展趨勢
–專業化：展出的產品越來越專業
–國際化：主辦單位將採國際合作
–密集化：相似之展覽檔期相互連接、集
中
–多國籍公司將自辦 Solo Show
–中國將為未來的主戰場
Q&A