With the rapid development of the lighting and lighting industry, related domestic and international exhibitions are increasing. In contrast, some mature overseas exhibitions and domestically influential exhibitions have become hot spots for manufacturers, and some new exhibitions have been less enthusiastic and concerned because of less influence and lack of experience. Weak. The existence is reasonable, and the growth of the number of exhibitions is the driving force for the development of the industrial economy of the industry. As far as exhibitors are concerned, the purpose of the exhibition is nothing more than brand promotion, investment promotion and order taking. How much benefit can the exhibitors bring to the exhibitors, and how the exhibitors should maximize the benefits of the exhibition. This is a new market situation. The organizers and exhibitors need to plan together and actively respond to the situation. . The economy of the exhibition economy and the regional industrial economy are accompanied by the industrial industry. Without a regional industrial economy, there is no such thing as a regional exhibition economy. For example, the ancient town lighting industry, which is famous throughout the country, is the strong pillar that the Guzhen Light Fair has been successfully held in the past ten years. The reason why the famous town of Dengdu is from the whole country to the world, to a certain extent It is inseparable from the brand propaganda role created by the Guzhen Light Fair. Successful regional exhibitions are a business card for the regional industrial economy. The economic activity of an exhibition in a region is often an important indicator of the vitality of a regional economy. As a new generation of green light source LED, it has become an engine to promote another industry heat wave in the industry and exhibition economy. In recent years, some traditional overseas exhibitions with strong influence continue to attract a large number of domestic lighting manufacturers, such as Frankfurt, Hong Kong, Brazil, Dubai, Japan, Malaysia, India and so on. Choosing to participate in different exhibitions is closely related to the product positioning, marketable areas and recognition of different exhibitions of various manufacturers. Since the export methods of most domestic enterprises are mainly OEM OEMs, most of the targets of the exhibitions are orders. Main, supplemented by brand promotion. Throughout the development of lighting lighting related exhibitions and industry industries, with the rapid development of the domestic lighting lighting industry, the number of manufacturers in the upstream and downstream of the industrial chain has been huge, and various regional exhibitions have sprung up; at the same time, The steps of economic integration have brought the industry's vision to be wide-ranging, and the pace of entering overseas has been increasing. The relevant exhibitions in overseas countries are inseparable from the Chinese manufacturers. However, with the continuous maturity of the industry, the modern information industry, the e-commerce promotion industry is advancing by leaps and bounds, and the channel information is diversified, but also brings the unstoppable challenges of the exhibition economy. The embarrassment and challenge under the new situation The exhibition economy related to the lighting and lighting industry was born in the soil of rapid development of the lighting and lighting industry. While serving the industrial economy, it is bound to withstand the infiltration and promotion of the industrial economic development process. The traditional exhibition mainly provides booths and creates opportunities for exchange transactions between the upstream and downstream channels. This is also the main profit mode of the organizers; and it is guided by various forms of forum activities to introduce industry frontier ideas to lead the industry. The role of traditional exhibitions in promoting and promoting the regional industrial economy cannot be ignored, and it is of course supported and encouraged by local governments. However, after more than a decade of rapid development in the lighting and lighting industry, the industry situation and brand rankings have stabilized, the brand enterprise channels are mature, and the purpose of exhibiting has been from the initial orders to the subsequent strengthening of brand influence, The level of demand for the show has been upgraded, or the significance of the exhibition is a icing on the cake for the brand. In comparison, a large number of small and medium-sized enterprises, due to economic constraints, fewer business personnel, the purpose of attracting investment and order through the exhibition is relatively clear. However, the exhibition is not a breeze for them. From the expensive booth fee, decoration fee, personnel arrangement, service follow-up, especially the preparation of new products for several months, it is hard work, if the results can not achieve the expected goal. They will not easily test the water again. In recent years, LED has brought about tremendous changes in the lighting industry. Although the reconstruction of the brand order has brought new vitality to the exhibition economy, the development of the previous decades is bound to accelerate the integration speed of the LED industry. The economy of the exhibition is from positioning to function. Need to adjust the upgrade. At the same time, the information age brings the smooth flow of information to the upstream and downstream channels, and the e-commerce channel brings customers' diversion. In a certain sense, it plays a role in diverting and distributing the functions of the exhibition. The industry from the initial stage to the maturing development, the technological means of the information age, test the traditional exhibition economy from different aspects. In the face of the new situation, the industry exhibitions are endless and homogenized. For the development stage of the lighting industry, how can traditional exhibitions find a way to seek new changes? In this regard, some industry professionals have combined their respective practical experience to develop a heated discussion from different angles. From the perspective of the organizers of the exhibition, some people believe that the current professionalism related to lighting lighting is not outstanding enough. Many large-scale exhibitions are classified by partition, but they are still not clear enough and the theme is not prominent. This group of people suggested that it is possible to highlight the theme through the exhibitions of professional categories such as crystal lamps, modern lamps and equipment exhibitions, show professionalism and realize differentiated divisions. Others believe that the organizers of the exhibition under the new situation lack a platform thinking. The platform not only provides booths, but also integrates various resources to help enterprises achieve the ultimate goal of participation. In this regard, Xiaonan, deputy general manager of Jinling Lighting Appliance Factory in Guzhen Town, Zhongshan City, said that if the organizers of the exhibition can unite the lighting associations of counties and cities, the exhibition will attract thousands of channels to purchase and purchase, and the effect will be At the same time, one or two brand promotion meetings were held on the spot to support several representative small and medium-sized brands. This will turn the investment promotion meeting of a single enterprise into an organized investment promotion meeting. Enterprises are willing to pay, and the organizers can also Easy to make money. As far as exhibitors are concerned, they should also take the initiative to integrate the exhibition activities with the entire marketing system. It is best to cooperate with various offline channel activities, such as dealer conferences, new product launches and other supporting marketing activities, and can not be exhibited for the exhibition. It is gratifying to note that many lighting and lighting companies have already consciously combined the exhibition economy with the supporting marketing actions, such as the investment promotion activities of Huayi Lighting on the eve of the current Expo, and the new brand launch during the new Teli Lighting Expo. Will wait. For some experienced export exhibitors, some of their experiences may subvert the traditional concept in a certain sense. For example, Wang Wanchuan, general manager of Zhongshan Xiaobailong Lighting Appliance Co., Ltd. believes that enterprises participating in foreign exhibitions do not need to move all the new products of the company to the site, but carefully select several representative products that are most marketable in the local area to participate in the exhibition. This reflects professionalism. Chen Qiubin, director of marketing for Guanya Lighting, said that customers in Japan and Taiwan are very cautious. They often judge whether a company has continuous strength and research and development capabilities through several consecutive exhibitions, so that it can come back to the factory for inspection or start the first time. Cooperation. The experience of practitioners has its own merits. At the same time, no matter how the tide of commercialization is rolling forward, the economy of lighting lighting exhibitions can only keep pace with the times, and it will survive forever.
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