Regional report
added value for and maximising the benefits of the exhibition . But they cannot replace traditional exhibitions . So , we are currently exploring the integration of online and offline ”.
The fact that fairs have been taking place in China means , Zhong says , that even more attention has been focused on business there . He thinks this strengthens the position of the key shows in China versus their competitors in Europe and north America . He sees a double focus in many markets where a previously dominant show in the west is now matched and balanced by “ an eastern meeting place ” in China .
As well as the impacts of the pandemic , the last several years have brought challenges to Chinese business with a hostile trading environment in the US and , to some extent , in Europe and other international markets . These two combined have undoubtedly changed the focus of Chinese trade fairs . Essink points out that China was already pushing a policy of being less dependent on outsiders . “ Coronavirus will strengthen that direction ,” he says .
China is a market of continental proportions . Zhong expects that the focus of his business will continue to be Shanghai . That ’ s a prediction in line with the GIPR which suggests that the population and economic activity in the regions around Shanghai mean
that it will continue to outgun its main rival area , the Pearl River Delta which includes Guangzhou and Shenzhen , home to the new Shenzhen World mega venue .
Adsale ’ s Chu says that he believes “ Shanghai will become even more international and continue to flourish ” but also highlights the opportunities in Shenzhen . He warns , though , that , although the venue itself is “ world class ” the city has some catching up to do in its supporting services . “ To be able to host international exhibitions at large scale , its tourism , hotel , catering , and transportation services need to be
improved ,” he says .
Zhong also thinks that his business will become more balanced between Shanghai , Beijing , and Qingdao where they run a Chinese edition of the global Viv livestock fair brand . He also thinks that the largest markets are now well served by the major organisers , limiting opportunities there for smaller players and new entrants to the market .
But China is a massive market and he adds : “ we want to dive into second , third , fourth , even fifth tier markets ”. He does warn , however , that it is isn ’ t necessarily easy to succeed in these regional markets where he has had several failures . “ A new approach is needed ,” says Zhong . “ It ’ s hard simply to clone events from the major cities . The secret is in the execution .” Some Chinese organisers are already going down this route with considerable success and Essink gave the example in his webinar of a Shenzhen-based company which is organising a series of tea industry exhibitions across 21 cities in China .
DLG Exhibitions ’ Chen says that the company will be branching out with an ‘ Exhibition China ’ strategy focused on several areas including Hainan Island ’ s new free trade zone , other parts of the Yangtze Delta region
Below : Shanghai is the leading region in terms of gross rented space *
30
25
20
15
10
5
0
26.1
23.3
10.0 9.7
8.0
Shanghai Guangdong Beijing Shandong Zhejiang Henan Jiangsu Liaoning Sichuan Chongqing
4.9 4.8
4.5
Left : Interviewees David Zhong ( left ) and Chen Huifeng ( right )
Source : jwc , Global Industry Performance Review
4.3
3.4
16 Issue 4 2021 www . exhibitionworld . co . uk