Dancing the Covid two-step
Paul Woodward talks to Comexposium ’ s Asia chief , Elaine Chia , who sees the organiser ’ s role not as a logistics business , but increasingly more of a networking conduit for bringing customers and buyers together
laine Chia covers a huge territory in her role as CEO of Comexposium ’ s Asia business . With operations from Australia and New Zealand across all the way to India , there has been a lot to manage in the past 12 months , especially as most of that has had to be done remotely . Almost all of the markets in which she operates have been effectively closed for regular trade fair business .
Like most international organisers , China plays a significant role in the company ’ s Asia business .
When we spoke , Comexposium had been running and operating fairs there for 12 months . But , clouds were building as the Delta variant of Covid-19 began to take hold in China . As we write , new lockdowns and postponements of August events were being announced , including some fairs in Shandong province Comexposium acquired earlier this year .
Typical of the year ’ s challenges in 2020 was relocating SIAL China , the company ’ s largest event in the region . Moving from its normal spring slot at SNIEC Shanghai to
October , the only space available was the NECC in Hongqiao . “ So , there was quite a big learning curve for everyone in the last 12 months ,” says Chia , in terms of logistics .
This year , the event was back in its regular May time slot . Chia acknowledges that , as a very international event , it is smaller than usual . Restrictions on international travel have , she says , “ affected us quite a bit in terms of the size of the show ”. But , she has been pleasantly surprised by the quantity and , more importantly , quality of visitors . Unable to travel to other international shows , she says , many important Chinese buyers have had “ to find some interesting trade shows to visit locally ”.
When we spoke , Chia was anticipating that international travel would start to re-open more normally after summer next year . That will presumably now depend on how quickly the latest outbreak is controlled . So , they are expecting a better show next year and to see SIAL China back to previous levels by 2023 .
In the meantime , the company took what Chia describes as a “ leap of faith ” and became one of the few this year to launch a new event ; a SIAL for south China in the new Shenzhen World venue .
Left : Elaine Chia
Networking conduit For those who can ’ t travel , Chia ’ s team has been developing new and enhanced online matchmaking services . As well as deploying these at the face-to-face events , they have been curating online meetings . She gives the example of a group of Turkish ‘ exhibitors ’ for whom one-on-one virtual meetings were organised with appropriate buyers . Services included providing translators .
Chia emphasises that this was not some kind of virtual exhibition . “ It ’ s more effective to do proper engagement ,” she says . “ We thought
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