With the economic globalization, more and more enterprises begin to go abroad and open up international markets. As the most direct platform for enterprises to contact and communicate with customers, exhibition plays an indispensable role. Through this platform, some problems are increasingly emerging. China’s convention and exhibition industry is not mature, and there is still a certain gap between it and developed countries in terms of qualification, experience and standardization. Under this background, China exhibitors will inevitably suffer losses in intellectual property rights after going abroad. In view of the problems of China exhibitors leaving the country, people in the industry put forward suggestions respectively.Only by working together can we turn 10×10 trade show booth The value of the play out, the development of the supply market needs. https://quickshowdisplay.com/
Question 1
The exhibition market is easily influenced by all parties.
Lv Yugui, president of Dianyi Space Exhibition Group, told beijing business today that relevant data showed that the frequency of China’s participation abroad decreased last year. The reason is mainly influenced by the economic downturn in Europe. According to industry insiders, for exhibitions in various industries, enterprises decide whether to participate according to the needs of economic and trade activities and market expansion. For example, under the favorable export situation of solar energy and new energy, the number of international and domestic exhibitions will increase, and the number of exhibitors will also increase accordingly. When the export of new energy is restricted by many international political and economic factors, and the export is hindered, the related enterprises will reduce their exhibitions. In addition, the structure of a country’s export products and the supply and demand of the global market will also affect the number of exhibitions to some extent. For example, under the policy environment of expanding domestic demand and adjusting industrial structure in China, some exports have decreased, and enterprises’ participation in the exhibition will decrease accordingly.
On the one hand, the decline of exhibition frequency is influenced by the domestic and international economic environment, on the other hand, it is restricted by the comprehensive level of domestic exhibition enterprises. Lv Yugui said that the service level of exhibition enterprises in China is different, and the resource allocation is also different. Exhibition enterprises need strong strength, including a large number of human resources investment, the establishment of overseas institutions and the protection of professional service teams. China’s convention and exhibition industry has developed for nearly 20 years, but the rapid development is mainly in the past 10 years, and many enterprises have not yet had certain conditions to exhibit. Enterprises serving overseas need to be recognized by domestic and foreign customers for their professionalism.
Question 2
Customs clearance and logistics are prone to accidents.
In the exhibition, customs clearance and logistics are another problem-prone link. Whether the exhibitors’ exhibits can be cleared in time is related to whether the enterprises can participate in the exhibition smoothly. The port policies of different countries are different: some countries implement “delivery upon arrival”; In some countries, the policy is “declaration of goods on arrival”, which takes a long time and requires anticipation in advance. As an exhibition service enterprise, it is necessary to master this information and formulate relevant emergency plans. In addition, exhibitors entrusted logistics companies are likely to encounter dynamic uncontrollable factors such as special weather. These factors have a direct impact on exhibitors’ participation. Lv Yugui, for example, said that Dianyi Space once launched an emergency plan and re-produced a number of exhibits in the local area during the transportation of exhibits from Dubai to Libya due to logistics delays. In addition, exhibition enterprises need to coordinate with local quarantine and organizers, and clearly keep products, so as to reduce unnecessary troubles.
Question 3
Intellectual property is a problem-prone area.
Gao Lingjiang, an associate professor in the Department of Exhibition Economy and Management in beijing international studies university, believes that the protection of intellectual property rights is still the most important problem faced by enterprises in China. Infringement generally includes the design and construction infringement of exhibition service providers and the infringement of exhibits. For example, Lv Yugui has also encountered intellectual property infringement of booth construction scheme. Without their consent, the exhibitor used the construction scheme of point space design without authorization. Talking about the infringement of exhibitors’ exhibits, Gao Lingjiang said that in the early years, the appearance and structure of many products in China were borrowed from foreign countries, and western countries had a strong awareness of intellectual property protection, and they would immediately file a complaint against the infringement in the exhibition.
Wang Qing Dao, vice president of China Convention and Exhibition Economic Research Association and secretary general of China Convention Industry Congress, said that going abroad for exhibitions and going abroad for meetings should be viewed separately. In terms of exhibitions, many domestic manufacturing enterprises made many imitations at the beginning of their development. Although this is “not a big problem” in China, going abroad will be bound by the relevant laws of the countries where the exhibitions are held. Exhibition is a means to promote trade and reach a deal. Although this is not a problem of exhibition, it is a trade problem expressed through exhibition.
Question 4
Market-oriented drive needs to be upgraded
In addition to intellectual property rights, technology and other issues, “accepting and adapting to some international rules” has become a new proposition for exhibitors going abroad. These rules include both written and hidden rules, such as the differences in attitudes of participants and exhibitors. Mature participants should make an exhibition plan in advance and seriously implement it. However, some non-market-oriented organizations often “fish for three days and dry the net for two days” when participating in the exhibition, and regard going abroad to participate in the exhibition as a tourism opportunity. Although planning is made in advance, implementation cannot keep up.
Wang Qingdao told beijing business today that most of these enterprises are not driven by market behavior. In sharp contrast, enterprises driven by market behavior not only participate in the exhibition, but also study previous exhibitions through various channels before going abroad, and even invest in a special team to make a “harvest forecast” and draw a “what should be done at the exhibition” conclusion. This attitude is rare in China, and it is worth learning from domestic exhibitors.
In addition, a person in charge of an international convention and exhibition industry organization said that in China, the staff stationed in international convention and exhibition organizations often change, which makes them lack consistency in observing and implementing many rules, which is also fundamentally caused by “not being driven by the market”. According to industry insiders, in the “market-driven” enterprise organization, the management and audit of going abroad to participate in the exhibition are very strict. If there is no reasonable implementation plan in the early stage of the exhibition, it is difficult to apply for funds. From the practitioners’ point of view, the problems of exhibitions are only appearances. By going abroad to participate in exhibitions, we can see the problems of a country’s industries and industries.
Beijing business today reporter Ji Pengyang Intern reporter Han Jinping
solution
Industry standards should be in line with international standards.
In view of the various problems encountered by exhibitors, all domestic parties have taken action. At the just-past China (Beijing) International Trade Fair in Services (hereinafter referred to as the “Beijing Fair”), Sheng Anping, head of the Intellectual Property Protection Office, said that this year’s Beijing Fair ensured the intellectual property rights of exhibitors through measures such as pre-training for exhibitors, timely correction at the meeting, and multi-department presence.
The relevant staff of the Intellectual Property Protection Office of the Beijing International Trade Fair told beijing business today that from the first Beijing International Trade Fair, in the pre-exhibition stage, exhibitors should not only receive relevant training, but also promise not to infringe intellectual property rights in the form of a letter of commitment; During the meeting, office volunteers not only distributed information to exhibitors, but also patrolled booths and exhibits, and corrected them in time if they found irregular labeling and design; In addition, the office members come from China National Intellectual Property Administration, Beijing Cultural Law Enforcement Corps, industry and commerce management departments, which can not only answer questions for exhibitors, but also deal with on-site problems in time.
Sheng Anping told beijing business today that according to the Measures for the Protection of Intellectual Property Rights in Beijing Expositions, after 2008, all large-scale exhibitions in Beijing will be set up with intellectual property protection offices, in order to solve disputes arising in the exhibitions, maintain the good order of the exhibitions, and more importantly, let exhibitors and organizers realize the importance of intellectual property protection. It is understood that there was no intellectual property complaint at the two Beijing International Trade Fair.
Wang Feng, deputy general manager of Cologne Exhibition (China) Co., Ltd. said that apart from intellectual property issues, China exhibitors often face the problem of “substandard products”. The products meet the domestic industry standards but fail to meet the European and American national standards, which exists in many industries. The direct consequence is that the location of the booth is not very good, which will affect the participation effect of China enterprises. Wang Feng told beijing business today that China exhibitors encountered many legal disputes abroad in the early stage of their exhibition, and even China enterprises went to watch the exhibition, which was not welcomed by the organizers. However, this situation is improving. With the industrial development and structural upgrading of China enterprises in recent years, the imitation stage is about to pass, and the products with independent intellectual property rights are increasing. Correspondingly, relevant industry standards are also in line with international standards.
According to industry insiders, the exhibition standards are open, and exhibitors can get the exhibition materials from the network and the organizer’s channels, and prepare for the exhibition according to the material requirements. The problem faced by exhibitors in China is not that the standards are unclear, but that they are not very familiar with foreign intellectual property protection regulations. In this regard, experts suggest that qualified enterprises can systematically understand and learn the laws and regulations related to intellectual property rights in the country where the exhibition is held through local personnel; Exhibitors who do not meet the above conditions should communicate with the organizers in advance and carefully to ensure that their exhibits and scheme designs are free from the risk of infringement and violation. Lv Yugui believes that enterprises can only rely on the accumulation of experience. People in each region have different habits and cultures, and their efficiency is also different. For example, in the security inspection, most European customs are relatively open, but Germany implements a set of strict procedures, and Russian customs also have special requirements. When the exhibits are stranded, enterprises should rely on the communication and coordination of the organizers. To deal with disputes between enterprises in different countries, we should make good use of the platforms of organizations and institutions such as China Arbitration Commission for the Promotion of International Trade.
In addition, exhibitors need exhibition service providers to “go out” with themselves, and it takes many years of exhibition experience, familiarity with the process and a set of formed overseas service system to serve exhibition enterprises. Lu Yugui said that compared with foreign exhibition service providers, the advantages of local enterprises lie in communication and understanding of culture. This understanding is reflected in all aspects of booth construction, planning and design, marketing and publicity services.