Unit-3a-Trade-fairs.ppt

Unit-3a-Trade-fairs.ppt

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Unit3aTradefairsExhibitionTradefairInternationalexposition,specialsegmentofanindustryConsumershowB-to-CexpositionGeneralpublicasvisitorsMixedshowOpenfortradeandpublicvisitorsFairEarliesttypeofmarket,directsellingExpositionGenericterms,interactionofbuyersandsellers,displayinggoodsandservicesTradeshowB-to-BexpositionTradevisitorsWorldExpoWhomakesmoney?

lOrganisersManagingtheirowneventsManagingeventsforotherslAssociationslGovernmentslVenueslServiceprovidersFreightforwardersStandcontractors.outsidetheindustry?

lTravel-relatedAirlinesHotelslLocalservicesRetailersRestaurantsLocaltransportserviceslTaxislTruckingcompanieslRegionaleconomiesExhibitionhalls+inhallservices10%Hotel26%Retail23%Other4%Standcontractors8%Exhibitionorganisers9%Transport/storage17%Restaurants/bars10%Whomakesthemoney?

Source:

EconomicImpactofHongKongsExhibitionsIndustry,2002Howdoorganisersmakemoneyonexhibitions?

lOrganisersRe-sellspaceSelladvertisingCollectcashinadvanceSizeisakeydeterminantofprofitabilitylLargeshowsareveryprofitablelOverheaddoesntincreasemuchasshowsizegoesuplAlthoughlargestsingleexpenseishallrentalHowdovenuesmakemoneyfromexhibitions?

lVenuesRentspacetoorganisersRuncateringoutletsandotherservicesCollectotherservicefeeslTelecomslParkingAbigmoney-earneratsomevenuesbutthereareothermeasuresforvenueslInmostplacesintheworld,exhibitioncentresarebuiltbylocalgovernmentsaspartofthecityinfrastructurelTheyarenotnecessarilyrequiredtomakeareturnoninvestment.Althoughtheyareexpectedtopaytheirownoperatingcosts.lThishasledtoover-buildinginsomeplacesChinaUSAquestionsoverrealreturnoninvestmentHowdothirdpartiesmakemoneyfromexhibitions?

lWorkwithorganiserslBecomeofficialhotelsorcarriersProvidetravelandaccommodationservicestoparticipantslExhibitorslVisitorslTheirfamiliesandfriendslBuildstandslShipfreightinandoutforexhibitorslThesituationworldwide2002（accordingtoUFI,theglobalassociationoftheexhibitionindustry）App.30.000exhibitionsheldaroundtheworldApp.3,2millionexhibitorsparticipatedintheexhibitionsApp.350millionvisitorscametoseetheeventsTheprofileinAsiaAnalysislimitedtomajorbusiness-to-businesseventsonlySource:

UFI/BSG2006report:

“TheTradeFairIndustryinAsia”No.ofexhibitionsin2005EstimatedannualsizeinnetsqmAveragesize（netsqm）Totalspacesalesvs.2004China5644,065,0007,20714.5%Japan4732,273,0004,8047.8%Korea139522,0003,7532.5%HongKong56501,0008,9430.0%India128462,0003,6037.9%ChineseTaiwan58329,0005,6639.0%Thailand57274,0004,79542.6%Indonesia56192,0003,41455.1%Singapore52175,0003,347-2.9%Malaysia52166,0003,18050.0%Philippines62125,0002,0073.5%Vietnam4162,0001,510119.2%Pakistan1741,0002,4017.4%Total1,7559,187,0005,23112.1%China:

MarketofthefutureforexhibitionslForecastsforChinasaythatwithintenyearstheexhibitionindustrywillbelongtooneofthetenmostpowerfulmarketsegmentsinChina.lIn2006,61majorinternationalexhibitioncentresareinplace.lApproximately2,500exhibitionstakeplaceOfthose,563aresignificantB2Btradefairs.lGrowthratesofmorethan15%arecurrentlyachieved.Words&expressionswexhibitorn.参加展览会的厂商、公司，参展者，参展商wvisualpresentation直观展示（会）wprospectiveadj.可能的，未来的，预期的wtechnicalsuperiority高技术含量wexposuren.（媒体）宣传wtopdrawer一流水平，最高地位，最上层，顶级waccessoriesn.装饰品，首饰，衣饰whand-pickedadj.精选的，仔细挑选的wheadlinesn.头版头条新闻，头版重要新闻wstandn.摊位，展位wcateringn.餐饮（服务）wshowcasen.&vt.展示精华的活动、场所，供亮相的地方；展示，展现wshowcaseevent展示精华的盛会wmailorder邮购wmailorderhouse邮购公司winteriordesigner室内装饰公司wconventionn.（大型）会议wChristmasball圣诞舞会wgourmetadj.（食物）精美讲究的wperhead每人，按人，即位ExhibitingatatradefairwBenefitsforexhibitors:

wMediaexposurefortheindustryasawholeandforspecificcompanieswAnopportunitytoshowtheirwarestoaninterestedpublicwTofindoutwhatishappeningintheindustryandtoevaluatethecompetitor.wBenefitsforvisitors:

wTheeaseofjudgingrelativestandardsandprices,anopportunitytofindoutwhatishappeningintheindustry,theconvenienceofeverythinginoneplace,achancetotalktoexhibitors.ReplyingtoanenquirywWhatinformationmighttradefairorganizersincludeinastandardletterofreplytoenquiriesaboutanexhibition?

wDates,duration,location,size,focus（fortrade/public）,standsize,cost,facilities（carparking,catering）etc.OrganizationofletterswStandardletterphraseswInadditiontoknowinglayoutandstandardopenings/endings（e.g.DearMr.Brown,Yourssincerely）,youneedtoknowstandardletterphrasessuchas:

wReferringtopreviouscorrespondence:

wThankyouforyourinterestwFurthertoyourletterofinwhichyouwAsrequested,wStatingthepurposeofyourletter:

wIamwritingtowIwouldliketowEnclosinginformation:

wIenclosewPleasefindenclosedwEndingtheletter:

wIfyourequireanyfurtherinformationdonothesitateto.wIlookforwardto