Big Interview |
|||||
|
As to the quality , we have always taken immense pride that the shows we stage are all reflective of the leading position we have globally in this industry .
How do you gauge the mood in the industry in Asia and the appetite for physical events ? Without doubt there is pent-up demand . This was evident at the four B2B shows we ran in Hong Kong last November , the first B2B shows held in there in 2020 . Within two hours of opening , it was clear that both exhibitors and visitors felt confident and the buzz of the show floor was back . The power of the tradeshow was immediately evident . This pent-up demand is even more evident in Mainland China , where we are ‘ nearly ’ back to normal with our shows from a domestic point of view . I have no doubt that the other countries where we operate in Asia are equally keen to get back to trading and operating normally . We are in constant communication across Asia , exchanging country and company information on the status of the virus , our major international customers and the ‘ health ’ of the industry .
One key concern in relation to the current lack of cash flow in the exhibitions industry is the impact on some of the smaller suppliers dependent on a regular schedule of events . Alongside other major industries which generate demand through tradeshow activity , such as airlines , hotels , restaurants and retail , these businesses are desperate for a speedy return of our major brands and products .
How has the image and standing of live events fared among the political and business elite in Asia ? Do they ‘ get ’ the power of live events and has our industry ’ s voice been heard at the top level ? A good question , and one that I have been ‘ banging the drum ’ about both in Asia and in my position within UFI . Working for a public company , it is
|
always interesting to meet financial analysts when they physically attend a show , as they always come away greatly enthused by the buzz on the show floor .
Those at the political top level love ‘ cutting the ribbon ’ at a show , making an opening speech and being seen , and they usually leave with a good understanding of the power of exhibitions . But it is up to us to keep that message front and centre at all times .
|
What else can you say about your region ’ s country markets for exhibitions - outside Mainland China - and their prospects for bouncing back in 2021 ? I have been working across our region for 35 years now and have seen the huge changes in our markets and cities . As we move out the other side of Covid , many of them should be among the strongest in ‘ bouncing back ’. Regions bursting to come back would include India , Thailand , Hong Kong and Singapore and I don ’ t forget our friends in Australia . I also believe we will see a resumption of the trend pre-Covid for shows to continue to expand into secondary and also thirdtier cities .
What of the acceleration of digital events ? What is your strategy ? We have had to all speed up our digital and virtual offerings with customers . One benefit is that this
|
Above : Feeling the quailty rather than the width on the show floor |
has forced us to get to know our exhibitors / buyers much better . New technology and software for virtual tradefairs and webinars has enabled us to try new things and deliver new experiences , which has led to a much better understanding of what works and what does not . While we have grown our revenues from digital significantly , there is still a long way to go to match tradeshow income . The better we understand how to use data more effectively and exactly what the market needs and wants , the more this area of the business can grow . The combination of digital with physical events , and how to the two interact with each , will perhaps be the bigger opportunity .
What is the number one piece of advice you ’ d pass on to organisers looking at the Asia market this year and if you were to go back in time and pass on one piece of advice , one year ago , to yourself about to face the Covid crisis , what would that be ? Patience . There is nothing to be gained by trying to rush relationships in Asia . Centuries of experience are ingrained into the Asian psyche that demands trust and friendship . Anyone looking to make ‘ a quick buck ’ or who gets upset that things are not going their way fast , is not going to have lasting business relationships in the region .
As to passing on one piece of advice to myself one year ago ( apart from making sure I bought shares in Tesla !) I would have insisted on having all my family with me , instead of my son being on his own , working through lockdown in London , without the possibility to fly to Hong Kong .
In the end we have to continue to have ‘ Hope ’. Hope that we will soon see the light at the end of this very long tunnel and hope in Mankind that what we have been going through has also happened in history before and that we will return to normality , although when exactly that is remains unclear .
|