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Top : Jochen Witt Below : Paul Woodward |
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318 venues providing approximately 14.7m . sqm of exhibition space in the near future , surpassing capacities in all other markets , including the United States , with many new venues being developed in second and thirdtier cities .”
EW also sought the opinion of CEO of Shanghai New International Expo Center ( SNIEC ) Michael Kruppe , who says it is “ quite amazing how fast the expos in China are coming back , especially also the international shows ”. He admits the number of international visitors is around 60 % vs 2019 , however the square metres sold at his venue , he says , are almost at 2019 levels , circa 90 %.
This speedy momentum is true , however , only for China ’ s tier 1 cities , especially Shanghai , where Kruppe expects next year to be right back to 2019 levels all round . “ The lower tier cities ,” he notes , “ are still struggling with the weaker economy .”
Market challenges Kruppe notes , include continuing visa issues , the limited number of flights and high costs for the latter . These factors are combining to keep numbers of foreign attendees low , he says .
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“ However , as many international companies have Chinese offices or subsidies and JVs , international exhibitors can still be represented albeit not with the GM or sales director from Frankfurt , Paris or New York but with their local Chinese GM or other staff .”
Kruppe , like many in China , is looking for stability in the economy to help the situation , but notes in Shanghai there is an expectation of sharply increasing costs due to overengagement from local authorities to control safety . This , he says , is leading to extra costs for equipment like cameras and fencing .
Meanwhile , SNIEC is looking forwards and has introduced an ‘ S +’ ( Safety , Service and Satisfaction ) campaign . We asked Kruppe what were the objectives ?
“ SNIEC is recognised as a global venue with some of the best services in the world , and we thought we must create further value in order to live up to that credo .
“ Long before Covid we already started a campaign to push the first S = Service . Over the years and , of course , due to Covid , Safety , logically ,
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Above : SNIEC ’ s future is confirmed and customers can plan ahead with confidence |
became an ever increasing tool . With both S ’ s combined it leads us on to Satisfaction our third S .”
Riding the S wave further , and Kruppe says SNIEC ’ s strategy in part now is to play a bit with customers ’ expectations and let them challenge his team on more S ’ s , like Speed , Smart , Super , Sustainable and Special .
“ One key S today is ‘ Stability ’ a far cry from the rumours of past years that SNIEC would be closed or relocated ,” he adds . “ This is all history now . The Shanghai government confirmed that we will stay in our prime location forever . And this is super news for our customers , as now they can plan relaxed and with a safe feeling for the future .”
SNIEC is making a big marketing push again and Kruppe reminds us that the centre is just 10 minutes by Maglev train from an international airport and sits on three subway lines and is close to five 5-star hotels , while it is also going through a renovation programme , upgrading halls , air conditioning systems and meeting rooms . EW
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