What's Still Missing In China's Fair?

The exhibition is like a big opera, which has really dazzled the people in recent years, but it can hardly be enjoyed after a long time. Today, China has successfully joined the WTO, and all walks of life have been swept into the global circulation of biosphere. "Adjusting itself" and "integrating with the world" have become the most fashionable words. As an important link in the logistics process, how to seize the opportunities and challenges after entering the WTO and how to make it a stage for market sales, economic and trade negotiations, attracting foreign investment and forming a friendly stage? Exhibition What else is lacking?

First, Lack market economy "Shang Wei"

The history of China's fairs is born out of the planned economy's "fixed production meeting" and "order meeting". It is inevitable that the sequel of "fixed production" and "ordering" with Chinese characteristics will be inevitable. The chronic illness of the planned economic system has created the deficiency of today's "exhibition fair", which will inevitably affect its acquired maldevelopment, and it will not be possible to make all kinds of trade fairs full of market economy.

1, there are some transaction modes between manufacturers.

Due to the relative shortage of materials under the planned economic system, the products of the manufacturers are "the daughters of the emperor are not worried about getting married". For businessmen, the focus of the meeting is whether they can win more products outside the planned market, especially bicycles, sewing machines, watches and other tight products, and become more business prey. Many transactions are carried out on the basis of "human feelings". The performance has been continued so far: the transaction between buyers and sellers is behind the scenes, just as the economic man in the market of horses and horses is not so bright. For example, there is such a strange phenomenon in the sugar and wine trade fair over the years. Most of the transactions between manufacturers are in hotels, dance floors, and wine tables. This way of trading has hindered the original intention of fairs to develop large markets, revitalize large circulation, communicate big information and prosper the big economy. This lack of "commercial flavor" trading mode which deviates from the laws of market economy makes it difficult for China's trade fairs to mature.

2, the government intervention too many manufacturers can not be independent

In the process of transition from planned economy to market economy, a lot of economic activities are popular. Because of different purposes, there is inevitably disharmony between the stage and the singing. For example, after various sessions of the sugar and wine trade, the amount of turnover reported by various media continued to be reported by hundreds of millions of dollars, while the contract between manufacturers could hardly be fulfilled according to the contract. But after all, the government made money to set up the platform. As for the singing opera, making money is not enough to manage the money. What's more, in order to make the flourishing of the red fire on their stage, the manufacturers in the zoning area must be joined by administrative means, no matter whether the product is right or not. For example, the product trade fair of a township enterprise held in a certain place in Henan will be enough to meet the specifications of the regional exhibition fair according to the quantity and product level of the local township enterprises. However, in order to seek greater results and pursue the scale effect, it is necessary to raise the specifications of the exhibition to a national level. Because of the few applicants from other provinces and cities, the local township enterprises have to be invited to attend the meeting regardless of their size. As a result, it is a waste of money, and the participants did not expand sales and expand sales channels through the exhibition. Instead, they lost money and manpower. In addition to giving the government officials a lot of achievements, such exhibitions will be harmful to manufacturers, businesses and local economic development. Market economy has its own rules. "Too strong political atmosphere and insufficient commercial tastes" completely deviate from the specific mode of regulating supply and demand by the market. We should give enterprises the right to choose fairs, change the "government set up" as the "market platform", and change administrative intervention as the guidance service. Only in this way can the fairs be able to run, run and run according to market demand, location characteristics and product positioning. Only in this way can China's trade fairs be filled with strong "business tastes". {page_break}

Two. Lacking in depth market research

The exhibition is a window for enterprises to publicize famous products, expand popularity and understand the market. It is an effective marketing form for manufacturers. Any form of marketing activities can not be separated from market research. Without thorough and detailed market research, it is impossible to understand the market demand, so it is difficult to grasp the potential business opportunities of the market, let alone positioning according to the laws of market economy. As there is no in-depth research on the market, it will not be possible to be a good bridge between manufacturers.

1, leaving behind the legacy of the planned economic system.

Under the planned economic system, materials are relatively scarce. The products of the manufacturers are "the daughter of the emperor is not worried about marriage." the manufacturers participate in the "fixed production meeting" and "order meeting" only to communicate and implement the mandatory production and sales plan. As organizers and participants, there is no need to do any market research. With the establishment and perfection of market economy, market regulation has replaced the mandatory plan. However, neither the organizers of the fair nor the manufacturers of the participating market have formed a strong sense of market research. Such as: a textile machinery exhibition held in some place, under the situation of low textile industry, this undoubtedly provided a rare opportunity for the struggling textile machinery manufacturers. With the temptation of the invitations of the organizers, many manufacturers paid money and joined the exhibition in a long distance and hopeful. After the opening of the clinker, if the exhibition hall is large, except for the manufacturer's products and salesmen, customers seldom come to visit. Most of the local textile enterprises have been closed down. The salaries of the local textile workers have not been settled. Where the money is to be renewed, and the manufacturers know nothing about them, the blind exhibitors can only get nothing. This is also the inevitable result of no in-depth investigation of the market. For the organizers and participants, they should not hold the old idea of "raising the flag from the tree, having food for the people" and "the daughter of the emperor is not worried about getting married." Only by conducting thorough and detailed market research can the trade fairs achieve double wins.

2, organizers eager for quick success and instant benefits, short-term behavior

In the process of transition from planned economy to market economic system, due to the disorder of market order, the lag of laws and regulations, and the mentality of people eager to amass wealth, the exhibition has become a means for some individuals and units to make profits. For example, some places have used their superior location advantages to attract manufacturers to engage in a high-tech product exhibition. Because they did not do market research, they did not understand the extent of market saturation. Although the rental venues were set up, there were few participating factories. Many manufacturers had franchised stores in the area and had their own fixed customers. The market share allocation was a foregone conclusion, and the market development potential was limited, so it was no longer necessary to use the exhibition to broaden their sales channels. Because the organizers did not conduct in-depth research on the market and did not understand the market situation, they could not get rid of the manufacturers' participation.

3, there is no professional market research agency intervention.

As a successful exhibition, we must grasp the full market data and know each other and win the battle. Often, the organizers of the fairs lack the professional level of manpower, financial resources and market research, so it is difficult to get the market situation accurate and thorough. This requires the involvement of full-time market research institutions. The market professionals should assign personnel to complete the market research work before the exhibition, and provide a feasible basis for the location and scale of the exhibition, and provide the participants with the local market information, so that blindness can be avoided and the exhibition will achieve the desired results.