1 thought on “A highly regarded professional jewelry exhibition”
Alan
Wei Guangming
since the 1990s, China's jewelry industry has encountered rare development opportunities and has a rapid development momentum. From the stage of large-scale development characterized by a sharp increase in the number of enterprises at the end of the 20th century to the stage of brand development characterized by shaping the corporate image in the 21st century, China's jewelry industry has made considerable progress. Due to the continuous improvement of the industrial development environment, China's jewelry industry has maintained a healthy, sustainable and stable development. In this process, the jewelry exhibition played a very important role in promoting
1. The role of jewelry exhibition in industry development
1.1 for enterprises
(1) it is convenient for enterprises to seek cooperation. There are many exhibitors in the jewelry exhibition, covering the upstream, midstream and downstream of the whole industry, including all links of the industrial chain; Large and small enterprises such as listed companies, Chinese famous brand enterprises and small merchants with distinctive characteristics; Diamond, precious metal, nonferrous gemstone, pearl, jade, jadeite, crystal and many other categories and forms of products that are generally concerned by everyone. Among these products, there are raw stones, semi-finished products, finished products and a complete range of products. Even some characteristic products that have just emerged in the industry are gathered here, laying a good foundation for enterprises to seek cooperation
(2) the exhibition environment is relaxed. At a good jewelry exhibition site, the exhibition layout is scientific, the exhibits are clearly divided, the exhibits are complete, the principals of enterprises are all present, and the coffee shop and rest area are comfortable, creating a very relaxed and compact negotiation environment, making it easy for enterprises to find cooperation goals and successfully achieve cooperation
(3) it is convenient for enterprises to promote new products. At the jewelry exhibition, each exhibitor brings exhibits that highlight its product characteristics, culture, service and price advantages. On the one hand, exhibitors should let others know that they have new and good products; On the other hand, we should learn other people's products, design concepts and design techniques. With the professional platform provided by the organizing committee, participating enterprises can organize a series of public relations activities, such as new product launches, corporate culture exhibitions, celebrity lectures, etc., to display the overall image of enterprises to peer companies, consumers inside and outside the industry, a large number of media reporters, friends and other groups, promote the brand of enterprises to a new height, and maximize the influence of enterprises
1.2 for the industry,
(1) a good exhibition not only provides enterprises with opportunities for communication, cooperation and development, but also shows the development trend and overall outlook of the industry. As a microcosm of economic development, the exhibition can well reflect the current situation of economic development. Through the jewelry exhibition, you can see the general situation and future development trend of the jewelry industry and the competitiveness of the whole jewelry industry. A good exhibition can not only reflect the characteristics of jewelry culture of the times and the fashion trend of jewelry products, but also reflect the strength of jewelry design and innovative development. Through the exhibition, the innovation and dissemination of jewelry culture can be further enhanced, so that more consumers can recognize and recognize jewelry products and concepts, and then drive the development of the market
(2) the appearance of the industry at the jewelry exhibition can reflect the overall economic development. If the jewelry exhibition is popular, the economy will be prosperous and "jade will be stored in prosperity". The jewelry exhibition has developed well, which not only reflects the progress of social civilization, but also condenses the economic scene
(3) good exhibitions have enhanced the international competitiveness of the jewelry industry. The exhibition of big brands and enterprises represents the craft and fashion of jewelry design. Through the exhibition, let the world know the development trend of our jewelry industry, and lay the foundation for creating "made in China"
1.3 as far as the local government is concerned,
the jewelry exhibition has not only received the attention and support of the local government where the exhibition is held, but also spent a lot of efforts to develop the jewelry exhibition and participate in the jewelry exhibition
as a new, pollution-free and sustainable industry, exhibitions can drive the development of other industries in the exhibition area. According to experts' estimation, the driving coefficient of the exhibition industry is 1:9, and the effect is remarkable. Because of this, both the central and local governments attach great importance to exhibitions and actively organize exhibition activities. It is in this environment that jewelry exhibitions have developed with the support of local governments at all levels. At the same time, jewelry exhibitions have also brought a lot of benefits to local development
(1) the local government supports the exhibition, which plays an important role in the promotion and publicity of local tourism culture, and thus promotes the scientific development of the whole local economy
(2) the characteristic industrial base uses brand exhibitions to create regional brands. With the increasing influence of jewelry exhibitions, more and more domestic industrial bases have joined the ranks of jewelry exhibitions. Through the exhibition, the overall packaging of its own characteristics was shown to people inside and outside the industry, and the strategy of "going out" was successfully realized. At the same time, we constantly learn and introduce advanced technology, management experience and funds at the exhibition, and integrate them into our own characteristic jewelry industry to give full play to the "Introduction" strategy. At the same time, it can also play a role in stimulating the economic development of regional characteristic industries. At the jewelry exhibition sponsored by China jewelry and jade industry association (hereinafter referred to as the Association), bases such as "Fuxin", "Donghai" and "Sihui" have achieved good results
1.4 for consumers,
at the exhibition, consumers can see a lot of jewelry products that they can't see in daily life, which increases their knowledge, improves their appreciation ability, and also can buy products they like
in a good exhibition, exhibitors have a high fixed participation rate and high reputation, so consumers will visit more times and have a high return rate. The on-site service of the national jewelry and jade supervision and Inspection Center (hereinafter referred to as the national inspection center), an authoritative institution, makes consumers feel more relieved and assured when they buy products. In recent years, the China International Jewelry Exhibition sponsored by the association and opened in Beijing in November every year, in the free testing area of the state inspection, consumers participating in the testing have lined up in a long line. The products tested are mainly jade and jade products with high value and strong professionalism
therefore, consumers benefit a lot from good exhibitions
2. Development status of jewelry exhibitions
2.1 there are many jewelry exhibitions with low grade
(1) at present, there are as many as 20 large and small exhibitions in China, and at least one jewelry exhibition opens every month on average. Frequent jewelry exhibitions make enterprises face difficult choices and give t
hem doubts: if they don't participate in the exhibition, they lose the opportunity; if they don't participate in the exhibition, they are in a dilemma
(2) some local governments or enterprises saw the benefits brought by the exhibition and set up projects without scientific judgment. To a certain extent, they served local jewelry enterprises, enriched the variety of jewelry products, and met consumer demand. However, due to the characteristics of "uncertain exhibition period" and "Limited regional influence" of such exhibitions, it is difficult to guarantee the qualifications of participating enterprises and the quality of exhibits. The exhibition is of low grade The poor reputation has dampened the enthusiasm of regular enterprises to participate in the exhibition and brought some unnecessary losses to consumers
generally speaking, the large, small and chaotic exhibitions do more harm than good. We should develop in the process of standardization and competition, and survival of the fittest
2.2 low degree of internationalization
the degree of internationalization is an important condition for measuring the level of exhibition development. At present, Basel jewelry exhibition in Switzerland (exhibition scale of 115200 square meters, 1952 exhibitors from 45 countries, 100000 international buyers) and Las Vegas jewelry exhibition in the United States (exhibition scale of 60000 square meters, more than 2700 exhibitors, from more than 40 countries and regions in the world, 60000 professional visitors, from more than 100 countries and regions) With a high degree of internationalization, the exhibition is an annual international jewelry industry event, which is valued by many jewelry enterprises at home and abroad
in comparison, the degree of internationalization of domestic exhibitions is slightly lower, but there are objective reasons. Restrictions on tariffs, customs transportation and so on have made the pace of foreign jewelry enterprises entering the Chinese market slow. However, China's economic development has attracted the world's attention, and China's huge consumption potential is expected by foreign jewelers, who are eager to explore the Chinese market. The policy needs to be improved in order to improve the degree of internationalization. With the deepening of reform and opening up, the internationalization process of China jewelry exhibition will develop rapidly
2.3 exhibition services need to be fully upgraded
at present, domestic jewelry exhibitions have made great progress in exhibitor services and provided certain services. These services are more experience, the experience accumulated by the organizer in the process of organizing the exhibition. On the other hand, in the process of continuous exhibition, exhibitors also develop an exhibition mode suitable for their own enterprises according to the actual situation of the company. However, there is still a lot of room for improvement, many innovative services need to be explored, and the services of the whole jewelry exhibition industry need to be upgraded
(1) the exhibition platform should be built larger, and efforts should be made to increase the booth area and the number of exhibitors, and domestic and foreign buyers should be invited to visit. Promote the quantity and quality of exhibitors and buyers as a whole, and increase the influence of the exhibition. As a very important part of the exhibition, the quality of buyers directly affects the enthusiasm of exhibitors. The 100000 buyers in the industry at the Basel jewelry exhibition is a very rich wealth. It is precisely because of the existence of large and powerful buyers that nearly 2000 enterprises participated in the exhibition. Therefore, the organizer of the exhibition should increase efforts to invite domestic and foreign buyers, constantly improve the buyer service system of the exhibition, and create a good shopping environment for buyers
(2) improve personalized service. Many enterprises need to arrange various activities and tackle key problems at the jewelry exhibition. Nearly 1000 exhibitors gathered on the exhibition site of tens of thousands of square meters, and the density of exhibitors was large. Every exhibitor wants to show their strength and characteristics on such a platform. Every enterprise will combine its own characteristics, integrate exhibition resources, and design unique breakthrough projects. Nearly a thousand enterprises operate at least hundreds of projects at the same time and space. This requires that the organizing committee has the ability to provide exhibitors with practical and effective personalized services according to their needs. At present, it is difficult for the Organizing Committee of domestic jewelry exhibition to provide comprehensive and complete personalized services to enterprises. Personalized services need to be upgraded, and professional exhibition talents need to be further trained
3. Vision for the future development of jewelry show
3.1 jewelry show must be branded
after ten years of building, Shenzhen, Beijing and Shanghai jewelry show have become the most influential, inspiring and appealing exhibitions in China, and also have a certain popularity in the world. This is reflected in more large enterprises and more brand enterprises participating in the exhibition. Take China International Jewelry Fair as an example. The total exhibition area of large enterprises accounts for 71.7% of the total exhibition area. The branding process of domestic jewelry fairs has only begun in recent years. Although the number and quality of buyers have increased significantly in terms of the branding of exhibitors, there is still a big gap with the major international jewelry fairs. To improve the influence of exhibitions, we must adhere to the road of branding
(1) the exhibition serves enterprises, society and media. Branded exhibitions, improved service quality, increased business transaction volume, and consumers are willing to buy products. Such an exhibition will continue to develop and grow, and will receive the attention and participation of the jewelry industry at home and abroad
(2) make the jewelry exhibition a vane for the development of the jewelry industry. Enterprises and society can see the development status of the jewelry industry and the advanced level of product design and technology through the jewelry exhibition. The jewelry exhibition gathers most of the large jewelry enterprises in China, and the momentum of these enterprises in the exhibition can better reflect the general situation of the development of the jewelry industry; At the same time, the jewelry exhibition brings together people who pay attention to the jewelry industry both inside and outside the industry. The Organizing Committee and enterprises can make full use of this opportunity to create a series of activities in the jewelry industry, such as "next year's fashion list", "wedding fashion list", "future new product release week", to guide the change and progress of consumers' consumption concept and jewelry aesthetic concept, and to guide the development direction of the jewelry industry in the future
3.2 physical exhibition and online exhibition complement each other
with the continuous progress of network technology, the network media has become more and more developed, and the role of the network has become more and more powerful, becoming a very important force for future economic development. Jewelry exhibition should make full use of it. Foreign jewelry exhibitions have achieved good results in this regard. The online exhibition can "spread in advance and manage afterwards", which extends the jewelry exhibition service
China's jewelry exhibitions can take advantage of the unparalleled penetration and universality of the Internet, gain a late mover advantage with the help of the Internet, and expand development space and gather new competitiveness with the help of online exhibitions. But even in the quite perfect network period, o
nline exhibitions and transactions will not completely replace traditional exhibitions and transactions. Only by complementing each other and optimizing their allocation can they achieve better results
3.3 further internationalization of the exhibition
the internationalization process is the inevitable trend of the development of the jewelry exhibition and the need of the development of the jewelry industry. In order to speed up the internationalization of domestic jewelry exhibitions, China jewelry and jade industry association has taken many measures
(1) strengthen cooperation with embassies of various countries. Chinese embassies carry out various kinds of work in China on behalf of their own countries. In order to strengthen cooperation with other countries, we should make full use of the embassies of other countries in China. The association has done a lot of work in this regard. It has established contacts with embassies of many countries, achieved mutual trust, reached consensus, and effectively cooperated. For example, at the China International Jewelry Exhibition, ambassadors and counsellors from dozens of countries including Russia, Thailand and Sri Lanka participated in the opening ceremony of the jewelry exhibition, which was spectacular. Due to space constraints, VIP guests from many embassies can only stand in front of the opening ceremony. The organizing committee will strive to solve this problem at the opening ceremony of the jewelry exhibition in the coming year
(2) strengthen cooperation with international institutions. At present, the association has cooperated with the International Platinum Association, the world gold association, the Thai jewelry Association, the Korean jewelry designers association, the International Color Gemstone Association and other institutions to constantly deepen understanding and cooperation, paving the way for the jewelry industry between countries to go international and achieving results. On this basis, we should further create conditions for cooperation, expand more international cooperation, and promote domestic enterprises to the international market through the platforms of major international institutions
(3) strengthen cooperation with international large enterprises. The influence of large international enterprises is huge. It affects not only the target customers it covers, but also many other international jewelry enterprises. Strengthening cooperation with them will certainly bring more international jewelry enterprises to participate. At the Beijing and Shanghai exhibitions, we successfully introduced the Swiss watch exhibition group, which received strong response and achieved good results. Many other watch enterprises in Switzerland called to inquire about the exhibition
3.4 strengthen publicity
the publicity of jewelry exhibition is very important. Only when the publicity is in place can enterprises actively participate in the exhibition and buyers come in. In terms of publicity, we should achieve:
(1) three dimensional. Make full use of plane, network, radio, television and other omni-directional and three-dimensional publicity media, plan and focus, combine with the promotion of enterprises, dig out the highlights of the exhibition in depth, and carry out publicity work in an all-round way. The opening of China International Jewelry Exhibition and Shanghai international jewelry exhibition has been reported by nearly 100 domestic media, including CCTV news broadcast, morning news, Xinhua network, Beijing TV, Shanghai TV, Sohu, Sina and so on. The publicity effect is obvious. At the same time, many media have opened special columns for the jewelry exhibition, followed up the situation of the jewelry exhibition, and conducted exclusive interviews with important figures
(2) long term. The publicity of the exhibition should be carried out before, during and after the exhibition. Pre exhibition publicity, focusing on conveying the basic information such as the overview of the exhibition, the characteristics of the exhibition and the post exhibition reports of previous years to all enterprises; During the exhibition, publicity will report the trends, highlights, highlights and various activities of the exhibition site to attract more attention and participation of enterprises, consumers and media; Post exhibition publicity will report the summary, effect evaluation and buyer's information of this exhibition, and thank the exhibitors to prepare for the next year's exhibition
3.5 make full use of local advantages
whether it is holding international large-scale exhibitions or local small-scale jewelry exhibitions, we should do a good job in "favorable location", make full use of local advantages, integrate various effective local resources, and serve jewelry exhibitions
(1) local advantages of the host city. For example, Beijing, Shanghai and Shenzhen all have their own advantages. Beijing, as the capital, is the political, economic and cultural center. Shanghai, as an international metropolis, has a strong attraction. Shenzhen, as China's jewelry industry base and China's jewelry distribution center, concentrates 70% of the jewelry output value. These hosting places should make full use of their own advantages, integrate various resources, and effectively promote and publicize the jewelry exhibition
(2) cultural advantages. China takes jade, pearl and gold as its national traditional cultural characteristics, which is indispensable in the exhibition. At the same time, actively grasp diamonds, platinum, palladium, non-ferrous metals, etc., and make full use of the exhibition to promote and publicize. As the most potential consumer products, we should make great efforts to promote products with national characteristics. For example, Tiangong award, the most influential jade carving award in China, has been well known both inside and outside the industry after nearly a decade of training. The number of participating works in Tiangong award has increased year by year, and the winning works have been sought after by many collectors
Jewelry exhibitions depend on the jewelry industry, and the development of jewelry exhibitions depends on the development of the jewelry industry. At the same time, the jewelry exhibition has promoted the development of the industry, and the two promote each other and make common progress. With the continuous deepening and development of the market economy and the continuous improvement of the people's living standards, the prospects of the jewelry industry are bound to be better. While playing its role, jewelry exhibitions are bound to be developed and improved on a larger scale. However, due to the short development time of jewelry exhibition, the degree of compatibility with the industry needs to be improved, the exhibition awareness of jewelry enterprises needs to be strengthened, and the training of professional jewelry exhibition talents needs time. We should carefully analyze the economic development trend of the exhibition, carefully study the functions of professional jewelry exhibitions to serve the development of enterprises and service industries, enhance the influence of exhibition brands, lead the sunrise industry such as jewelry exhibitions to a more healthy track of development, and strive to improve and improve the role of jewelry exhibitions in the development of the jewelry industry
figure 7-3-1 president Sun Wensheng and other leaders inspected 2009 China International Jewelry Exhibition
Wei Guangming
since the 1990s, China's jewelry industry has encountered rare development opportunities and has a rapid development momentum. From the stage of large-scale development characterized by a sharp increase in the number of enterprises at the end of the 20th century to the stage of brand development characterized by shaping the corporate image in the 21st century, China's jewelry industry has made considerable progress. Due to the continuous improvement of the industrial development environment, China's jewelry industry has maintained a healthy, sustainable and stable development. In this process, the jewelry exhibition played a very important role in promoting
1. The role of jewelry exhibition in industry development
1.1 for enterprises
(1) it is convenient for enterprises to seek cooperation. There are many exhibitors in the jewelry exhibition, covering the upstream, midstream and downstream of the whole industry, including all links of the industrial chain; Large and small enterprises such as listed companies, Chinese famous brand enterprises and small merchants with distinctive characteristics; Diamond, precious metal, nonferrous gemstone, pearl, jade, jadeite, crystal and many other categories and forms of products that are generally concerned by everyone. Among these products, there are raw stones, semi-finished products, finished products and a complete range of products. Even some characteristic products that have just emerged in the industry are gathered here, laying a good foundation for enterprises to seek cooperation
(2) the exhibition environment is relaxed. At a good jewelry exhibition site, the exhibition layout is scientific, the exhibits are clearly divided, the exhibits are complete, the principals of enterprises are all present, and the coffee shop and rest area are comfortable, creating a very relaxed and compact negotiation environment, making it easy for enterprises to find cooperation goals and successfully achieve cooperation
(3) it is convenient for enterprises to promote new products. At the jewelry exhibition, each exhibitor brings exhibits that highlight its product characteristics, culture, service and price advantages. On the one hand, exhibitors should let others know that they have new and good products; On the other hand, we should learn other people's products, design concepts and design techniques. With the professional platform provided by the organizing committee, participating enterprises can organize a series of public relations activities, such as new product launches, corporate culture exhibitions, celebrity lectures, etc., to display the overall image of enterprises to peer companies, consumers inside and outside the industry, a large number of media reporters, friends and other groups, promote the brand of enterprises to a new height, and maximize the influence of enterprises
1.2 for the industry,
(1) a good exhibition not only provides enterprises with opportunities for communication, cooperation and development, but also shows the development trend and overall outlook of the industry. As a microcosm of economic development, the exhibition can well reflect the current situation of economic development. Through the jewelry exhibition, you can see the general situation and future development trend of the jewelry industry and the competitiveness of the whole jewelry industry. A good exhibition can not only reflect the characteristics of jewelry culture of the times and the fashion trend of jewelry products, but also reflect the strength of jewelry design and innovative development. Through the exhibition, the innovation and dissemination of jewelry culture can be further enhanced, so that more consumers can recognize and recognize jewelry products and concepts, and then drive the development of the market
(2) the appearance of the industry at the jewelry exhibition can reflect the overall economic development. If the jewelry exhibition is popular, the economy will be prosperous and "jade will be stored in prosperity". The jewelry exhibition has developed well, which not only reflects the progress of social civilization, but also condenses the economic scene
(3) good exhibitions have enhanced the international competitiveness of the jewelry industry. The exhibition of big brands and enterprises represents the craft and fashion of jewelry design. Through the exhibition, let the world know the development trend of our jewelry industry, and lay the foundation for creating "made in China"
1.3 as far as the local government is concerned,
the jewelry exhibition has not only received the attention and support of the local government where the exhibition is held, but also spent a lot of efforts to develop the jewelry exhibition and participate in the jewelry exhibition
as a new, pollution-free and sustainable industry, exhibitions can drive the development of other industries in the exhibition area. According to experts' estimation, the driving coefficient of the exhibition industry is 1:9, and the effect is remarkable. Because of this, both the central and local governments attach great importance to exhibitions and actively organize exhibition activities. It is in this environment that jewelry exhibitions have developed with the support of local governments at all levels. At the same time, jewelry exhibitions have also brought a lot of benefits to local development
(1) the local government supports the exhibition, which plays an important role in the promotion and publicity of local tourism culture, and thus promotes the scientific development of the whole local economy
(2) the characteristic industrial base uses brand exhibitions to create regional brands. With the increasing influence of jewelry exhibitions, more and more domestic industrial bases have joined the ranks of jewelry exhibitions. Through the exhibition, the overall packaging of its own characteristics was shown to people inside and outside the industry, and the strategy of "going out" was successfully realized. At the same time, we constantly learn and introduce advanced technology, management experience and funds at the exhibition, and integrate them into our own characteristic jewelry industry to give full play to the "Introduction" strategy. At the same time, it can also play a role in stimulating the economic development of regional characteristic industries. At the jewelry exhibition sponsored by China jewelry and jade industry association (hereinafter referred to as the Association), bases such as "Fuxin", "Donghai" and "Sihui" have achieved good results
1.4 for consumers,
at the exhibition, consumers can see a lot of jewelry products that they can't see in daily life, which increases their knowledge, improves their appreciation ability, and also can buy products they like
in a good exhibition, exhibitors have a high fixed participation rate and high reputation, so consumers will visit more times and have a high return rate. The on-site service of the national jewelry and jade supervision and Inspection Center (hereinafter referred to as the national inspection center), an authoritative institution, makes consumers feel more relieved and assured when they buy products. In recent years, the China International Jewelry Exhibition sponsored by the association and opened in Beijing in November every year, in the free testing area of the state inspection, consumers participating in the testing have lined up in a long line. The products tested are mainly jade and jade products with high value and strong professionalism
therefore, consumers benefit a lot from good exhibitions
2. Development status of jewelry exhibitions
2.1 there are many jewelry exhibitions with low grade
(1) at present, there are as many as 20 large and small exhibitions in China, and at least one jewelry exhibition opens every month on average. Frequent jewelry exhibitions make enterprises face difficult choices and give t
hem doubts: if they don't participate in the exhibition, they lose the opportunity; if they don't participate in the exhibition, they are in a dilemma
(2) some local governments or enterprises saw the benefits brought by the exhibition and set up projects without scientific judgment. To a certain extent, they served local jewelry enterprises, enriched the variety of jewelry products, and met consumer demand. However, due to the characteristics of "uncertain exhibition period" and "Limited regional influence" of such exhibitions, it is difficult to guarantee the qualifications of participating enterprises and the quality of exhibits. The exhibition is of low grade The poor reputation has dampened the enthusiasm of regular enterprises to participate in the exhibition and brought some unnecessary losses to consumers
generally speaking, the large, small and chaotic exhibitions do more harm than good. We should develop in the process of standardization and competition, and survival of the fittest
2.2 low degree of internationalization
the degree of internationalization is an important condition for measuring the level of exhibition development. At present, Basel jewelry exhibition in Switzerland (exhibition scale of 115200 square meters, 1952 exhibitors from 45 countries, 100000 international buyers) and Las Vegas jewelry exhibition in the United States (exhibition scale of 60000 square meters, more than 2700 exhibitors, from more than 40 countries and regions in the world, 60000 professional visitors, from more than 100 countries and regions) With a high degree of internationalization, the exhibition is an annual international jewelry industry event, which is valued by many jewelry enterprises at home and abroad
in comparison, the degree of internationalization of domestic exhibitions is slightly lower, but there are objective reasons. Restrictions on tariffs, customs transportation and so on have made the pace of foreign jewelry enterprises entering the Chinese market slow. However, China's economic development has attracted the world's attention, and China's huge consumption potential is expected by foreign jewelers, who are eager to explore the Chinese market. The policy needs to be improved in order to improve the degree of internationalization. With the deepening of reform and opening up, the internationalization process of China jewelry exhibition will develop rapidly
2.3 exhibition services need to be fully upgraded
at present, domestic jewelry exhibitions have made great progress in exhibitor services and provided certain services. These services are more experience, the experience accumulated by the organizer in the process of organizing the exhibition. On the other hand, in the process of continuous exhibition, exhibitors also develop an exhibition mode suitable for their own enterprises according to the actual situation of the company. However, there is still a lot of room for improvement, many innovative services need to be explored, and the services of the whole jewelry exhibition industry need to be upgraded
(1) the exhibition platform should be built larger, and efforts should be made to increase the booth area and the number of exhibitors, and domestic and foreign buyers should be invited to visit. Promote the quantity and quality of exhibitors and buyers as a whole, and increase the influence of the exhibition. As a very important part of the exhibition, the quality of buyers directly affects the enthusiasm of exhibitors. The 100000 buyers in the industry at the Basel jewelry exhibition is a very rich wealth. It is precisely because of the existence of large and powerful buyers that nearly 2000 enterprises participated in the exhibition. Therefore, the organizer of the exhibition should increase efforts to invite domestic and foreign buyers, constantly improve the buyer service system of the exhibition, and create a good shopping environment for buyers
(2) improve personalized service. Many enterprises need to arrange various activities and tackle key problems at the jewelry exhibition. Nearly 1000 exhibitors gathered on the exhibition site of tens of thousands of square meters, and the density of exhibitors was large. Every exhibitor wants to show their strength and characteristics on such a platform. Every enterprise will combine its own characteristics, integrate exhibition resources, and design unique breakthrough projects. Nearly a thousand enterprises operate at least hundreds of projects at the same time and space. This requires that the organizing committee has the ability to provide exhibitors with practical and effective personalized services according to their needs. At present, it is difficult for the Organizing Committee of domestic jewelry exhibition to provide comprehensive and complete personalized services to enterprises. Personalized services need to be upgraded, and professional exhibition talents need to be further trained
3. Vision for the future development of jewelry show
3.1 jewelry show must be branded
after ten years of building, Shenzhen, Beijing and Shanghai jewelry show have become the most influential, inspiring and appealing exhibitions in China, and also have a certain popularity in the world. This is reflected in more large enterprises and more brand enterprises participating in the exhibition. Take China International Jewelry Fair as an example. The total exhibition area of large enterprises accounts for 71.7% of the total exhibition area. The branding process of domestic jewelry fairs has only begun in recent years. Although the number and quality of buyers have increased significantly in terms of the branding of exhibitors, there is still a big gap with the major international jewelry fairs. To improve the influence of exhibitions, we must adhere to the road of branding
(1) the exhibition serves enterprises, society and media. Branded exhibitions, improved service quality, increased business transaction volume, and consumers are willing to buy products. Such an exhibition will continue to develop and grow, and will receive the attention and participation of the jewelry industry at home and abroad
(2) make the jewelry exhibition a vane for the development of the jewelry industry. Enterprises and society can see the development status of the jewelry industry and the advanced level of product design and technology through the jewelry exhibition. The jewelry exhibition gathers most of the large jewelry enterprises in China, and the momentum of these enterprises in the exhibition can better reflect the general situation of the development of the jewelry industry; At the same time, the jewelry exhibition brings together people who pay attention to the jewelry industry both inside and outside the industry. The Organizing Committee and enterprises can make full use of this opportunity to create a series of activities in the jewelry industry, such as "next year's fashion list", "wedding fashion list", "future new product release week", to guide the change and progress of consumers' consumption concept and jewelry aesthetic concept, and to guide the development direction of the jewelry industry in the future
3.2 physical exhibition and online exhibition complement each other
with the continuous progress of network technology, the network media has become more and more developed, and the role of the network has become more and more powerful, becoming a very important force for future economic development. Jewelry exhibition should make full use of it. Foreign jewelry exhibitions have achieved good results in this regard. The online exhibition can "spread in advance and manage afterwards", which extends the jewelry exhibition service
China's jewelry exhibitions can take advantage of the unparalleled penetration and universality of the Internet, gain a late mover advantage with the help of the Internet, and expand development space and gather new competitiveness with the help of online exhibitions. But even in the quite perfect network period, o
nline exhibitions and transactions will not completely replace traditional exhibitions and transactions. Only by complementing each other and optimizing their allocation can they achieve better results
3.3 further internationalization of the exhibition
the internationalization process is the inevitable trend of the development of the jewelry exhibition and the need of the development of the jewelry industry. In order to speed up the internationalization of domestic jewelry exhibitions, China jewelry and jade industry association has taken many measures
(1) strengthen cooperation with embassies of various countries. Chinese embassies carry out various kinds of work in China on behalf of their own countries. In order to strengthen cooperation with other countries, we should make full use of the embassies of other countries in China. The association has done a lot of work in this regard. It has established contacts with embassies of many countries, achieved mutual trust, reached consensus, and effectively cooperated. For example, at the China International Jewelry Exhibition, ambassadors and counsellors from dozens of countries including Russia, Thailand and Sri Lanka participated in the opening ceremony of the jewelry exhibition, which was spectacular. Due to space constraints, VIP guests from many embassies can only stand in front of the opening ceremony. The organizing committee will strive to solve this problem at the opening ceremony of the jewelry exhibition in the coming year
(2) strengthen cooperation with international institutions. At present, the association has cooperated with the International Platinum Association, the world gold association, the Thai jewelry Association, the Korean jewelry designers association, the International Color Gemstone Association and other institutions to constantly deepen understanding and cooperation, paving the way for the jewelry industry between countries to go international and achieving results. On this basis, we should further create conditions for cooperation, expand more international cooperation, and promote domestic enterprises to the international market through the platforms of major international institutions
(3) strengthen cooperation with international large enterprises. The influence of large international enterprises is huge. It affects not only the target customers it covers, but also many other international jewelry enterprises. Strengthening cooperation with them will certainly bring more international jewelry enterprises to participate. At the Beijing and Shanghai exhibitions, we successfully introduced the Swiss watch exhibition group, which received strong response and achieved good results. Many other watch enterprises in Switzerland called to inquire about the exhibition
3.4 strengthen publicity
the publicity of jewelry exhibition is very important. Only when the publicity is in place can enterprises actively participate in the exhibition and buyers come in. In terms of publicity, we should achieve:
(1) three dimensional. Make full use of plane, network, radio, television and other omni-directional and three-dimensional publicity media, plan and focus, combine with the promotion of enterprises, dig out the highlights of the exhibition in depth, and carry out publicity work in an all-round way. The opening of China International Jewelry Exhibition and Shanghai international jewelry exhibition has been reported by nearly 100 domestic media, including CCTV news broadcast, morning news, Xinhua network, Beijing TV, Shanghai TV, Sohu, Sina and so on. The publicity effect is obvious. At the same time, many media have opened special columns for the jewelry exhibition, followed up the situation of the jewelry exhibition, and conducted exclusive interviews with important figures
(2) long term. The publicity of the exhibition should be carried out before, during and after the exhibition. Pre exhibition publicity, focusing on conveying the basic information such as the overview of the exhibition, the characteristics of the exhibition and the post exhibition reports of previous years to all enterprises; During the exhibition, publicity will report the trends, highlights, highlights and various activities of the exhibition site to attract more attention and participation of enterprises, consumers and media; Post exhibition publicity will report the summary, effect evaluation and buyer's information of this exhibition, and thank the exhibitors to prepare for the next year's exhibition
3.5 make full use of local advantages
whether it is holding international large-scale exhibitions or local small-scale jewelry exhibitions, we should do a good job in "favorable location", make full use of local advantages, integrate various effective local resources, and serve jewelry exhibitions
(1) local advantages of the host city. For example, Beijing, Shanghai and Shenzhen all have their own advantages. Beijing, as the capital, is the political, economic and cultural center. Shanghai, as an international metropolis, has a strong attraction. Shenzhen, as China's jewelry industry base and China's jewelry distribution center, concentrates 70% of the jewelry output value. These hosting places should make full use of their own advantages, integrate various resources, and effectively promote and publicize the jewelry exhibition
(2) cultural advantages. China takes jade, pearl and gold as its national traditional cultural characteristics, which is indispensable in the exhibition. At the same time, actively grasp diamonds, platinum, palladium, non-ferrous metals, etc., and make full use of the exhibition to promote and publicize. As the most potential consumer products, we should make great efforts to promote products with national characteristics. For example, Tiangong award, the most influential jade carving award in China, has been well known both inside and outside the industry after nearly a decade of training. The number of participating works in Tiangong award has increased year by year, and the winning works have been sought after by many collectors
Jewelry exhibitions depend on the jewelry industry, and the development of jewelry exhibitions depends on the development of the jewelry industry. At the same time, the jewelry exhibition has promoted the development of the industry, and the two promote each other and make common progress. With the continuous deepening and development of the market economy and the continuous improvement of the people's living standards, the prospects of the jewelry industry are bound to be better. While playing its role, jewelry exhibitions are bound to be developed and improved on a larger scale. However, due to the short development time of jewelry exhibition, the degree of compatibility with the industry needs to be improved, the exhibition awareness of jewelry enterprises needs to be strengthened, and the training of professional jewelry exhibition talents needs time. We should carefully analyze the economic development trend of the exhibition, carefully study the functions of professional jewelry exhibitions to serve the development of enterprises and service industries, enhance the influence of exhibition brands, lead the sunrise industry such as jewelry exhibitions to a more healthy track of development, and strive to improve and improve the role of jewelry exhibitions in the development of the jewelry industry
figure 7-3-1 president Sun Wensheng and other leaders inspected 2009 China International Jewelry Exhibition