Cultivating the core competitiveness of the exhibition

Celion Su

A continuous expansion of the exhibition

In 2017， the exhibition business of Informa Exhibitions continued to develop in all parts of the world， especially healthcare， electricity， new energy， health & nutrition exhibitions， and it keeps growing constantly. New projects， such as tourism expos， maritime exhibitions and refrigeration exhibitions in emerging markets including Southeast Asia， have also been favored by customers. In China， Informa will launch SupplySide China 2018， which will be held at the end of June this year.

Life science exhibition series are an important part of Informas exhibition portfolio. The flagship event Arab Health， has been held successfully for over 40 years. At present， the life science series are mainly in the Middle East， Africa， Southeast Asia and the United States. In 2017， the company launched a series of life science daughter shows in Britain， Saudi Arabia， and Qatar. In addition， MEDLAB Europe was launched in Spain for medical laboratory equipment and equipment.

According to Jack Wei， General Manager of Informa GE Asia， many of the Informa exhibitions have established strong brand influence and take the lead among local exhibitions of the same kind. Most of the Chinese exhibitors to these exhibitions have been exhibiting faithfully for many years. Informa will share information of its worldwide shows to the exhibitors， and the exhibitors will choose the exhibition according to their own marketing plans.

At the same time， based on good return on investment， many exhibitors are also increasing their participation budget. It is worth mentioning that more and more enterprises now have better planning habits to participate in the exhibition. They would book the stand well in advance and make appointments of business negotiation with potential customers before the show. And Informa as the show organizer will also assist the process through various technological means， including providing online connecting and digital devices to assist the information exchange between exhibitors and buyers.

Brand cloning must focus on core elements

As an important step to deepen the opening of the Chinese market， SupplySide China 2018 is based on the successful experience and industry influence of Informas global health and nutrition network platforms and the SupplySide series. The exhibition organization work kicked off from the middle of last year and the show will be held in June this year in Guangzhou， China. The exhibition will be co-located with another Informa show， the 27th China （Guangzhou） International Health Industry Expo 2018， relying each others exhibitors and buyers to further build an integrated industry platform.

Wei said that in the process of trade shows cloning， Informa draws on the quality contents of the mother exhibitions to the daughter versions， as well as taking into account the market situation of the prospective new sites. Take SupplySide China as an example， Guangdong has been an important export port of China since ancient times， bringing together a large number of international buyers. In the content of the exhibition， SupplySide China will introduce core forums and training programs of the US version to bring a lot of forward-looking information to the industry. In the promotion of the exhibition brand， Inform adopts its own media channels and mutual promotion among exhibitions of similar subjects， and the cooperation with the related industry associations. At present， the recruitment of Supplyside China has been going smoothly， attracting domestic and foreign enterprises， 50% of them are international exhibitors from outside of China.

Continue to plough the Chinese market

As a senior exhibition industry personage， Wei believes that the current global exhibition industry continues to develop healthfully. The important development trends include integration of resources and partnership of strong players， and increasing exhibitor return on investment by utilizing scientific and technological means， covering the exhibition registration and audience promotion. In general， the global exhibition industry is still a sunrise industry with great prospects for development. In China， local governments are more aware of the role of exhibition industry in promoting the overall economy and pay more and more attention to the development of MICE industry.

In 2018， Wei reveals， Informa exhibitions Beijing team will continue to lead Chinese enterprises to develop overseas markets through the companys quality exhibitions in the globe. At the same time， with the development of the Chinese market， which plays an important role in the global business layout of Informa Exhibitions， Informa GE Asia will continue to plough the market and seize more opportunities for development.