好展装，好风采

苏希玲 陈珍妮

为了反映行业服务的基本水平和整体面貌，2018年，本刊新增“出展大家谈”栏目，对出展相关服务情况进行调研，本期话题为出展搭建服务。

采访发现，由于国外搭建成本普遍较高，参展商在选择搭建服务时首要的考虑因素是性价比。另外，组展代理机构也会利用所积累的行业资源，为参展商统一采购标摊搭建服务，并为有特装需求的参展商推荐优质搭建服务供应商。与此同时我们看到，展台设计搭建在元素的多样性和环保性方面不断进步。

受访嘉宾：

温志彬 世展和新展联合展览（广州）有限公司副总经理&外展事业群总经理

张 杰 北京中杰城设国际展览有限公司 总经理

李 波 誉颁会展集团有限公司 总经理

方 群 嘉诺展览集团 展示设计事业二部经理

Displaying quality

——A Survey Interview on Overseas Booth Construction

Reporter/ Celion Su Jenny Chen

In order to reflect the level of exhibition service and the overall outlook in the industry， in 2018， Overseas Exhibitions magazine presents the "Industry Topics" column and carries out survey interviews on outbound exhibition services and other aspects.

In this issue， the topic is booth construction. It is found that because of the high cost of booth building abroad， exhibitors first consideration in choosing construction service is the cost performance. In addition， the exhibition agents are often willing to use their accumulated resources to purchase unified standard booth construction service for exhibitors， and recommend quality builders for exhibitors who need special booth. In the same time， we also see the increasing use of multi-media materials and the progress of green booth construction.

Interviewees：

Naz Wen， Vice General Manager & GM of Overseas Events Division， Worldex - SingEx Exhibitions （Guangzhou） Co.，Ltd

Jie Zhang， General Manager， Beijing Top Fairs International

Bob Li， General Manager， Honor MICE Group Limited

Philips Fang， Business Unit Manager， Hangzhou JR Exhibition Co，.Ltd.

《出展世界》：请问您会为客户推荐搭建服务商吗？接受推荐的客户比例大约是多少？

Will you recommend booth builders for your clients？ How many will accept recommendation？

温志彬：会向客户推荐出展搭建服务。当客户接受推荐的时候，客户接受推荐的比例为95%。

Naz Wen：Yes we do recommend for our clients， and 95% of them would accept our opinion.

张杰：会。主要是为特装企业推荐搭建服务商。需要特装的企业中，一般新客户会接受推荐，而老客户或经常参展的客户都會有自己固定的搭建商合作伙伴。

标摊的企业基本都会采用统一的搭建服务。这又分两种情况，一种情况是展会主办方使用统一指定的搭建商。另一种情况是，如果主办方没有统一指定的搭建商，组展单位一般都会自己在搭建资源中选择对于某展会最合适的搭建商进行合作。

Jie Zhang： Usually， we only recommend booth builders for exhibitors who plan on special booth. Among such exhibitors， the new exhibitors will usually accept the recommendation， while veteran exhibitors already have their own fixed partner.

The exhibitors with standard booth will usually be provided with unified building service. This again is divided into two cases： the foreign organizer of the exhibition designates contractors for exhibitors； or， when there are no designated contractors， the exhibition agents in China like us will choose suitable contractors from our resources to build booths for the exhibitors.

李波：我们主要会为特装企业推荐展会当地的优秀搭建服务商。综合各个行业来看，这类企业占到参展商总数的10%，主要为行业排名前50名的中型或以上企业。而选择标摊的企业一般都会由我们统一委托国外搭建商来完成搭建。一般我们会找国外相应的展会主办方推荐搭建商，或者直接从国内寻找搭建商。

Bob Li： We would normally recommend excellent local booth building companies for exhibitors who want special booth. Covering various industries， these enterprises account for 10% of the total number of exhibitors， and mainly are the top 50 enterprises in their industry. And for the exhibitors that choose standard booth， we would entrust foreign booth builders to complete the construction for the group. In this case， we will ask the international exhibition organizer to recommend a contractor， or to find a contractor directly from China.

《出展世界》：参展商最看重搭建服务的哪些方面？

What aspects do the exhibitors value most in booth construction？

温志彬：展商最看重搭建服务的是否能符合展商的企业形象、搭建的安全性、搭建的时效性、性价比，特别是由于在海外搭建通常费用很高，加上海外工人的工作习惯不一样，展商对上述因素特别关心。

Naz Wen：Exhibitors care most about whether the booth suit for their corporate image， booth safety， timely delivery of the booth， and the value for money. In most cases， to build a booth abroad is very expensive， plus foreign workers have different work habits compared with Chinese workers， therefore the above factors are of particular concern to exhibitors.

张杰：参展客户最看重搭建服务的价格和设计的专业性。

Jie Zhang： Exhibitors care most about the price and the professionalism of the design.

李波：虽然参展企业的初衷都是以出色的展装来突出自己的企业形象，但实际决策时，60%-80%的企业还是会以价格作为最首要的考虑因素，其次才是设计水平和展台安全等因素。

Bob Li： Although most exhibitors want to highlight their corporate image through excellent exhibition in the first place， when actually making a decision， 60%-80% of them will take price as the most important consideration， then are the design level and booth safety.

《出展世界》：请您推荐3-5家优秀搭建服务商。

Please recommend several excellent booth builders.

温志彬：Worldex 集团公司，SingEx集团公司，筆克。

Naz Wen：I would recommend Worldex， SingEx， and Pico Global Services Ltd.

张杰：国外的有笔克 、freeman（从设计理念和专业性方面可以说是最前沿和最具专业灵魂的，当然价格标准也是最高的）；国内的有嘉诺、远大、长城（各有专长，各有生存和营销之道）。

Jie Zhang： The foreign contractors I recommend are Pico and Freeman （in terms of design concept and professionalism，they can be said to possess the most advanced concepts and are the most professional， but of course， their prices are also the highest）. Of Chinese companies I would recommend JR Exhibition， Grand International Exhibition， and Great Wall （each with its own expertise and marketing strategy）.

李波：国外搭建商我推荐优力优，国内的推荐长城。另有一些比较小的搭建服务商，但其业务体量很小，也没有系统的营销体系。我建议参展企业提前做好出国参展计划，留出充足的时间来对比展台设计方案，最终呈现简约实用的展台设计，为产品加分。

Bob Li： The foreign contractor I recommend is U&U， and the Chinese contractor is Great Wall. I will omit some smaller providers with small volume and have no systematic marketing system. I suggest that exhibitors should plan well in advance for exhibiting abroad and allow enough time to compare the booth design proposals， and eventually present a simple and practical booth that highlight their exhibits.

《出展世界》：請介绍贵司搭建业务的主要市场、行业分布以及年均业务量。

Please introduce your booth building service including annual turnover.

方群：嘉诺展示设计业务以海外为主，有四个事业部，涵盖全球60多个国家和地区，主要服务于大交通、大电子、大建材、大能源、大消费品、大健康这几个行业。2017年的业绩是6000万，预计2018年将达到8000万。

Philips Fang：The booth building service of JR Exhibition Company is mainly for overseas market， and we have four divisions and cover about 60 countries and regions in the world. Industry distribution are mainly in big traffic， big electronics， big building materials， big energy， big consumer goods， big health and other industries.

In 2017， our booth building service turnover was 60 million RMB， and the number is expected to reach 80 million in 2018.

《出展世界》： 您的主要客户来源和比例分别是什么？

Who are your customer groups？

方群：展会主办方（10%）、组展代理机构（10%）、中国参展商（75%）、国外参展商（5%）。

Philips Fang：There are mainly four groups： exhibition organizers （10%）， exhibition agents （10%）， Chinese exhibitors （75%）， and foreign exhibitors （5%）.

《出展世界》：在国外开展业务主要依靠什么业务资源？

How do you operate overseas？

方群：主要依靠当地合作伙伴。

Philips Fang：Mainly through local partners abroad.

《出展世界》： 您观察到的海外搭建的趋势是什么？绿色展装的比例如何？您如何看待绿色展装的未来？

What are the trends of overseas booth building？ How about the current situation and future development of green booth？

方群：一个主要的趋势是展台设计越来越趋于活动化，有更丰富的元素，对多媒体和多种环保材料的运用也越来越广泛。

我们理解的绿色展装是一个逐步环保的过程，而非搭建时一下全部换成环保材料。环保展台是指包括木制、金属和其他可重复使用材料的展台，我们现在也在鼓励同一个展商多次展会的设计搭建外包服务，这可以增加材料的重复使用率，从而更环保。

另一方面，此前参展商的产品更新快，而现在参展的产品越来越趋于稳定。这也使得绿色展装越来越普遍，被越来越多的优质展商所使用。

Philips Fang：A major trend is that the exhibition booth design is taking on the characteristics of event booth design， using richer elements and more multi-media and environmentally-friendly materials.

Green booth construction as we understand is a process rather than meaning that all the construction materials all replaced with environmentally friendly ones once and for all. Green booth means booth that uses wood， metal and other recyclable materials. We are now also promoting the one-package service of several exhibitions for the same exhibitor， this means the increased use of recycled building materials and are more environmentally friendly.

In the past， the exhibits of exhibitors changed very quickly， but nowadays， their products are more stable， and due to that， green booth has also become more popular， especially with excellent companies.