服务新一轮对外开放，东博会巧打会展牌

□ 文 /本刊记者 陈丽冰

“中国开放的大门不会关闭，只会越开越大。”在首届中国国际进口博览会开幕式上，中国国家主席习近平这样强调。此外，他还表示，为进一步扩大开放，中国将有以下举措：第一，激发进口潜力；第二，持续放宽市场准入；第三，营造国际一流营商环境；第四，打造对外开放新高地；第五，推动多边和双边合作深入发展。

这些举措彰显了中国扩大新一轮对外开放的愿景和决心，同时也对中国—东盟博览会等开放合作平台提出了更高的要求。对此，东博会秘书处秘书长王雷在进博会上表示，中国会展业应延伸展会价值链，以服务新一轮扩大开放。这可以通过展会融合、构建产业链上下游关系、延伸服务、提供配套增值服务，以及现代化信息技术手段实现。

而东博会作为中国与东盟等“一带一路”沿线国家全方位交流合作的重要平台，近年来也正积极作出探索，在服务新一轮扩大开放中打好“会展牌”。

展会融合，打造亮丽的风景线

华为5G极速网络、科大讯飞小途机器人、京东物流智能物流体系、华大基因新一代测序平台、“海翼—1000”水下滑翔机……无需走出国门，也无需走进科技馆，在每年东博会上的先进技术展区就能看到这些中国与东盟各国的高新科技产品。

作为东博会框架下一个重要的常设专题展，先进技术展创办15年来，已成为中国与东盟科技合作的一张靓丽名片。

在2018中国—东盟创新年里，第15届东博会不仅将先进技术展区扩大一倍，同时还召开或举办了中国—东盟技术转移与创新合作大会、中国—东盟科技园区创新合作高层论坛、中国—东盟区块链创新合作高峰论坛等，以展会融合的形式充分展现中国—东盟创新成果及创新合作的发展新趋势，为各国观众奉上一场科技盛宴，也为企业合作提供了务实的交流平台。

展中有会，会中有展，东博会先进技术展及系列会议、论坛的举办正是东博会近年来积极探索展会融合、展会互动，以延伸展会价值链的缩影。

作为区域内唯一以中国—东盟自贸区为主题的东博会，自举办以来就紧扣中国—东盟自贸区启动、建设、升级各阶段发展需求，不断延伸展会价值链，从推动贸易投资合作到带动金融、海关、物流、园区、科技、人文等多领域合作，发挥了很好的辐射作用，让双方企业和民众实实在在获益。

从东博会举办之初的一展一会，即东博会展览同商务与投资峰会结合，到第4届东博会举办了9个不同领域的部长会议或合作论坛，再到第13届东博会延伸到文化、教育、旅游、公共卫生、科技、环保、青年、妇女、智库等领域，如今东博会已形成了30场左右的会议、论坛及相关交流活动，并促成了中国一东盟技术转移中心、中国一东盟企业家联合会等官方和民间机制在南宁集聚，增强东博会的品牌效应。

“东博会的产能、科技、环保、气象、电力等展区均举办高层论坛。同时，其他每一个展区都举办专业对接会。目前，每届东博会论坛数量30多个，经贸对接活动80多场，涵盖的领域越来越多，与展览的互动性越来越强，展会附加值越来越高。”王雷说。

相辅相成，完善上下游产业链条

2018年11月16～19日，东博会2018年收官之作——2018东博会林产品及木制品展在南宁成功举办。从红木家具到林业装备，从花卉苗木到林业先进技术项目，从中国的林业装备、森林资源，到东盟国家特色林业产品，本届林木展对林业产业链进行了展示，为中国—东盟林业产业搭建了全方位交流合作的前沿窗口，得到了企业的青睐和点赞。

“东博会主展和林木展我们都参加，2018年9月的东博会主展我们就卖了十几万的货。我们看中的就是东博会的品牌以及对产品的推广作用。”越南乌下公司的负责人阮先生说，其公司已经参加了4次林木展，取得了很好的成效，还在广西凭祥开了分店。

自2010年至今，林木展已成功举办9届，是东博会旗下规模最大的专业展，也是东博会通过构建产业链上下游关系，延伸展会价值链的重要一环。

近年来，随着中国与东盟国家合作的日益深化，每年一届的东博会已经不能满足企业多元化的参展需求。那么，如何在有限的展览面积中，尽可能多地包含各方感兴趣的合作内容？如何延伸服务，构建完善的上下游产业链？为此，自2009年以来,东博会在办好主展的同时，还先后分设了农业展、林木展、旅游展、文化展、动漫展等专业展，在时间和空间上延长了展会价值链，向参会客商传递了更多行业信息，也促成了更多合作。

第15届中国—东盟博览会先进技术展

例如，在2018中国—东盟博览会动漫游戏展上，组委会不仅举办了中国—东盟电竞互动嘉年华、广西次元外文歌曲大赛等系列活动，还开设B2B商务展和B2C消费展，为中国和东盟动漫游戏企业及衍生品企业提供广阔的平台和优势宣传资源，吸引了来自“一带一路”沿线18个国家约100多名客商参与。而2018中国—东盟博览会旅游展则设置了境外旅游专业展区、国际旅游商品展区等七大展区，开展了民俗文化表演、旅游资源推介、贸易洽谈、魅力友城等多项活动，从官方到企业，从友城合作到旅游商品推介等方面来促进区域旅游交流与合作不断拓展和深化。

实际上，办展方沿着产业链上下游设计展览内容和活动，精准组展和招商，让同一条价值链上的展览和活动更紧密互动，将创造更多增值效应。

创新精进，延伸会展服务链

细心的人不难发现，近两年来东博会在“硬软件”设施配套上出现了许多新亮点：南宁国际会展中心增加了办证大厅、开幕大会会场、新闻中心、海关监管仓、停车场、餐厅等设施；展馆周边实现了内外通联的交通通行系统；展馆后翼新建的南宁会展豪生大酒店已经开始营业……

近年来，随着中国与东盟合作的日益密切，东博会对南宁国际会展中心及周边道路也进行改扩建，将其打造成为南宁会展商务区，并将周边的会展圈、商业圈、文化圈、休闲娱乐圈联通起来，打造会展服务链，为参展、参会的客商在办证、餐饮、交通、安检、展品运输和通关等各个环节增加更便利的新体验。

另外，值得一提的是，2018年，广西国际博览事务局体制机制改革迈出新步伐，成立了广西国际博览集团，为客商提供更多的增值服务。

“广西国际博览集团是东博会的经营主体，将把东博会的品牌价值优势与南宁国际会展中心的场馆资源有机结合，打造会展服务链。”王雷说，其今后将承担东博会招商招展、品牌运营、展览服务等市场业务，经营酒店、商务办公楼、会展城商业、会展商圈物业等，并围绕会展产业链上下游，拓展关联业态；适时引进多元资本，开展同业合作。

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CAEXPO to Open Wider to the Outside World With Extended Service

Written by Chen Libing / Translated by Mo Tingting

At the opening ceremony of the first China International Import Expo (CIIE), Chinese President Xi Jinping once again stressed that China’s door to the outside world will not close, and it will only open wider and wider. In addition, he expressed that China will take the following measures to further open up: Firstly, to stimulate the potential of import; Secondly,to continue to broaden market access. Thirdly, to create the first-class environment for international business;Fourthly, to create a new height of opening-up; and Fifthly, to deepen multilateral and bilateral cooperation,which has highlighted China’s vision and determination to expand the new round of opening-up, and at the same time put forward higher requirements for CAEXPO and other cooperation platforms. In response, Secretary-General of CAEXPO Secretariat Mr. Wang Lei said at the fi rst CIIE that China’s exhibition industry should extend the value chain of exhibition to serve the new round of opening up, which can be achieved through the integration of exhibition, the establishment of upstream and downstream relations of the industrial chain, the extension of service, the support of value-added service, and modern information technology.

As an important platform for all-round exchanges and cooperation between China, ASEAN and other countries along the Belt and Road, CAEXPO has been also actively playing a good role in serving the new round of openingup in recent years.

Integration of the exhibition to create new views

Huawei 5G Network, iFLYTEK Robot, JD Intelligent Logistics System... These high-tech products from China and ASEAN countries can be seen in the annually-held advanced technology exhibition. Since its establishment 15 years ago, the advanced technology exhibition, an important permanent special exhibition under the framework of CAEXPO, has become a beautiful business card of China-ASEAN scienti fi c and technological cooperation.

The year 2018 marks the China-ASEAN Year of Innovation, and the 15thCAEXPO has doubled the exhibition area of the advanced technology exhibition. At the same time, the China-ASEAN Technology Transfer and Innovation Cooperation Conference, China-ASEAN Technology Park Innovation Cooperation High-Level Forum, and China-ASEAN Block Chain Innovation Cooperation Summit have fully demonstrated the new tendency of innovation and cooperation between China and ASEAN, provided a feast of science and technology for the audience, and offered a practical platform for business cooperation.

In short, China-ASEAN Advanced Technology Exhibition and series of related conferences and forums are exactly the epitome of the integration of exhibitions, as well as the extension of the value chain of CAEXPO.

As the only expo in this region oriented towards CAFTA,CAEXPO has been closely linked to the development of CAFTA, and continuously extended its value chain,promoted trade and investment cooperation, driven finance, customs, logistics, industrial park, science and technology, and culture cooperation, truly benefited enterprises and the people of both sides.

At present, CAEXPO has formed about 30 meetings,forums and related activities in such fi elds of culture, digital education, tourism, public health, science and technology,environmental protection and youth, contributed to the aggregation of official and folk mechanisms in Nanning such as China-ASEAN Technology Transfer Center and China-ASEAN Entrepreneurs Confederation, and enhanced its brand effect.

“There are high-level forums in such exhibition areas as production capacity, science and technology,environmental protection, meteorology and electricity.At the same time, every other exhibition area will hold professional matching conferences. At present, the number of forum, and economic and trade matching activities of each session of the CAEXPO are over 30 and 80,respectively, covering more and more areas, with higher added value,” said Wang Lei.

Perfecting the upstream and downstream industrial chains

During November 16-19, 2018, the 2018 CAEXPO Forest & Wood Products Exhibition was successfully held in Nanning, which has displayed the forestry industry chain, including redwood furniture, forestry equipment,advanced forestry technology project,and forest products from ASEAN countries, formed a front window for all-round exchanges and cooperation between China and ASEAN, and got the praise from enterprises.

“We have participated in the main exhibition and forest exhibition of CAEXPO. The brand of CAEXPO is what we are looking for, and we sold hundreds of thousands of goods during this September,” said Mr. Nguyen, the head of Vietnam Wuxia Co., Ltd. His company had participated in CAEXPO Forest & Wood Products Exhibition for 4 times and had achieved good results.Also, it opened a branch in Pingxiang,Guangxi.

Since 2010, by building the upstream and downstream industrial chains,CAEXPO Forest & Wood Products Exhibition, successfully held for 9 sessions, has become the largest professional exhibition under the CAEXPO, and an important part for the CAEXPO to extend its value chain.

In recent years, with the deepening cooperation between China and ASEAN,the annual CAEXPO has been unable to meet the diversi fi ed needs of enterprises.So, how to include as many contents of interest as possible in the limited exhibition area? And how to extend services and build a complete upstream and downstream industrial chain? For this reason, since 2009, CAEXPO has set up agricultural exhibition, forest exhibition, tourism exhibition, cultural exhibition, animation exhibition and other professional exhibitions successively, extending the value chain of the exhibition in time and space,transmitting more industry information to the participants and facilitating more cooperation.

For example, at the 2018 CAEXPO Cartoon, Animation & Games Exhibition, the organizing committee not only held series of activities such as the China-ASEAN E-Sports Carnival,but also held the B2B Business Development Exhibition and the B2C Consumer Exhibition, providing broad platform for related enterprises of China and ASEAN, and attracting more than 100 customers from 18 countries along the Belt and Road.

“The organizers should design the contents and activities of exhibitions according to the upstream and downstream of industrial chain, and accurately organize exhibitions and attract investment, so as to create more value-added effects,” said Wang Lei.

Innovating and extending exhibition service

The 2018 CAEXPO Forest& Wood Products Exhibition

It would be not difficult to find that in the past two years, there were many new highlights of the CAEXPO in its hardware and software facilities: The newly-founded certificate hall, venue for opening ceremony, news center,customs warehouse, parking lot, and restaurant in Nanning International Convention & Exhibition Center, as well as the new Howard Johnson CAEXPO Plaza Nanning.

In recent years, as China and ASEAN make increasingly close cooperation,CAEXPO has rebuilt and planned the roads around Nanning International Convention & Exhibition Center to forge the Nanning Convention & Exhibition Business District linking the surrounding circles of business, culture and leisure,so as to build exhibition service chain,and create an enabling environment for catering, transport, security,transportation, customs and so on.

In addition, it is worth mentioning that in 2018 Guangxi International Expositions Bureau carried out the system and mechanism reform, and established Guangxi International Expositions Group to create more valueadded services for customers.

“Guangxi International Expositions Group as the main operating entity of the CAEXPO will combine the brand value of CAEXPO with the resources of Nanning International Convention &Exhibition Center to create an exhibition service chain,” said Wang Lei. In the future, Guangxi International Expositions Group will undertake such businesses as inviting investment and exhibition, brand operation, and exhibition services of CAEXPO, operate hotels, business of fi ces and property of exhibition business circle,expand related business forms centering on the upstream and downstream of the exhibition industrial chain, and timely introduce diversified capital and cooperation within the industry.