Analysis of printing and package exhibition

I. what is exhibition

An exhibition is a gathering of goods on display based on a certain theme. There are many themes of the exhibition, such as food exhibition, art exhibition, wedding exhibition, animation exhibition, printing exhibition, etc. Most exhibitions are held in large exhibition halls such as exhibition halls, museums and convention centers. The time is usually 2-5 days, and some large exhibitions will last for a week or even 10 days. Visitors to the exhibition need to buy tickets or can visit the museum free of charge. Exhibitors need to pay booth fees, utilities, management fees and other expenses.

Normally, the exhibition is fixed in a pavilion. However, some exhibitions are mobile and exhibit in many places. People call them travelling exhibitions. With the spread of the epidemic, online exhibitions have gradually been recognized and popular by users in the past two years.

II. What can we get from the exhibition?

In the traditional marketing theory, exhibition is only one of several means of marketing promotion. With the continuous development of its content, function, form and connotation, compared with other methods, the position of exhibition in enterprise marketing strategy has been recognized again. In terms of its function and function, it mainly includes the following aspects:

The exhibition is a platform for industry manufacturers, dealers and traders to exchange communicate and promote business. Professional exhibition is the epitome of the industry it represents. To some extent, it is even a market. Enterprises can establish and maintain the relationship with stakeholders, harmonious customer relationship and establish the overall image of the enterprise in the market. Through the exhibition, enterprises can show their brands. Through well-trained booth staff, active pre exhibition and in exhibition promotion, fascinating booth design and rigorous booth follow-up services, the competitiveness of participating companies can become radiant and easy to attract the attention of visitors to the exhibition.

The exhibition site provides a good opportunity for market research. On the one hand, the enterprise can collect information about the products, prices and marketing strategies of competitors, dealers, new and old customers, and can quickly and accurately understand the development status and trends of industries at home and abroad and the invention of new products, so as to provide a basis for the enterprise to formulate the next development strategy. On the other hand, if an enterprise is considering launching a new product or a new service, it can conduct a field survey to visitors at the exhibition to understand whether it is consistent with the demand characteristics of the target market.

Low cost. Through the information channels and networks provided by the exhibition, enterprises can directly communicate with target customers in a very short time, send product information to specific customers, and obtain immediate response from customers. According to the survey of the Commonwealth Exhibition Industry Federation, the cost of exhibition marketing is much lower than that of salesmen, public relations, advertising and other means. Most well-known exhibitions usually attract media attention. Using the media for exposure can become the advantage of exhibitors and improve the corporate image. The increasingly mature exhibition industry has a stronger penetration effect on modern marketing. Many enterprises regard exhibition marketing as a sharp blade to expand the market.

It is the responsibility of the exhibition organizer to pay attention to exhibition marketing, actively participate in and attract professional visitors for the exhibition, and it is the responsibility of each exhibitor to attract visitors to their booth during the exhibition. The same exhibition may mean different effects for different exhibitors. As exhibitors, they should fully realize that exhibition marketing is also a systematic work.

III. Significance of the exhibition

Firstly, as an important economic resource, information can achieve the purpose of information transmission and information transaction through exhibition activities, so that each participant of exhibition activities can share some material and cultural exchange information to varying degrees, adjust their behavior to adapt to environmental changes and achieve the expected objectives.

Secondly, the exhibition can not only create opportunities for commodity circulation participating in the exhibition, but also provide opportunities for the whole buyer’s market. The exhibition activities not only provide new opportunities for the supply and demand of exhibition products, but also promote the exchange of production technology, provide new technology for commodity production, reduce production costs, and improve the supply capacity of commodities.

Third, the exhibition activities are conducive to the adjustment of industrial structure and play an important role in promoting the optimization of regional economic structure. Industry is a collection of similar enterprises. Exhibition activities can see the gap between the same industries and adjust it in time.

Fourth, exhibition is the link and bridge connecting industry and service undertakings.

Finally, the exhibition activities are conducive to the formation of unified market rules, practices and economic order, deepen the division of labor and cooperation between different countries and regions, close each other’s economic relations, and facilitate the process of economic integration. In the process of economic integration, the exchange of knowledge, information and technology is very important. Without the exchange of knowledge, information and technology, it is impossible to form the information, knowledge and technology exchange mechanism of economic integration, and the failure of resource allocation is inevitable. The exhibition activities provide opportunities for cross regional, cross industry and cross-border exchanges of knowledge, information and technology, which is conducive to accelerating the intangible capital flow of economic integration.

IV. Exhibition history

1. Budding period—Market development stage

The embryonic period of the exhibition existed from the end of primitive society to the middle of the 19th century. Its purpose is mainly to exchange goods and meet the needs of daily life. It is characterized by no fixed theme and time. Most of the places are on the busy streets. This is the prototype of the original market.

2. Development period—Great development stage of the Expo

During the period from the mid-19th century to the end of World War II, the exhibition hall was built during this period. The exhibition in this period took exhibition as the means and transaction as the purpose.

The Great Exhibition was built on May 1, 1851 in London. Many types of exhibitions have been completed by country.

In 1894, the first international industrial sample Expo was held in Leipzig, Germany. This is the original form of modern trade exhibition.

3. Mature period—Mature professional exhibition stage

Mid-20th century – present, it’s mature period of expo. The social division of labor is more and more detailed, and the exhibition content is more and more professional. Each exhibition has a fixed theme.

V.Popular printing expo in China

1.Printing South China (PEP expo)

Printing south china expo, also called South China International Exhibition on Printing, usually is held in March each year at Guangzhou import and export commodities fair hall. It is one of long history printing and package fairs in China. It’s well known by all over the world. Exhibits range includes Label, Flexor & Gravure Printing Equipment, Corrugated Equipment and folder gluer machines.

2. Sino corrugated

Sino corrugated exhibition is held by Reed Exhibitions Company. Sino corrugated exhibition is a global event with foresight, pioneering power and influence covering the whole packaging industry chain through strategic cooperation between Reed Exhibitions group and WPO (World Packaging Organization). With a history of more than 20 years, it is a grand event leading the development trend of the global corrugated packaging industry. With 200000 + global carton packaging industry database, it has in-depth cooperation with more than 200 domestic and foreign packaging industry media and associations. It is expected to attract more than 53000 professional buyers in the corrugated industry with high purchasing power. At the same time, through online exhibition, online guide, online pairing, online shopping guide and other online services, it has achieved effective communication with more than 200000 additional overseas buyers and agents from more than 100 countries and regions. With the help of the unique tap one-to-one online matching service, exhibitors can effectively reach more than 2000 buyers in urgent need of purchase all over the world.

3. CHINA PRINT

In 1984, with the approval of the State Council, the first China print, jointly sponsored by the China Council for the promotion of international trade and the State Economic Commission, was successfully held in the national agricultural exhibition hall. As decided by the government, the Beijing International Printing Technology Exhibition will be held every four years and has been successfully held for nine times.

After 30 years of trials and hardships, China print has grown together with China’s printing industry and stepped on the international stage together with China’s printing colleagues. China print is not only a national brand of Chinese printing, but also a feast for the global printing industry.

With the theme of “green, efficient, digital and intelligent”, the exhibition comprehensively displayed new concepts and technologies related to printing and a variety of advanced and applicable printing equipment and printing equipment.

The exhibition covers a total area of 160000 square meters, with 1328 exhibitors from 29 countries and regions; The number of visitors from 146 countries and regions reached 205039 (access control data), including 38125 overseas visitors, accounting for 18.6% of the total, which greatly exceeded the expectation. The exhibition scale of this exhibition exceeds the “Third China (Guangdong) International Printing Technology Exhibition (Print China 2015)”, becoming the largest printing exhibition in China and Asia; Internationally, it has become the world’s second largest international printing exhibition after drupa.

During the exhibition, the “Asia Pacific day” was held. Leaders of 12 national printing associations from Pakistan, the Philippines, South Korea, Cambodia, Malaysia, Bangladesh, Myanmar, Sri Lanka, Thailand, India, Indonesia and Vietnam, as well as 120 high-quality buyers, had in-depth docking and negotiation with Chinese leading enterprises on site. Asia Pacific day aims to promote printing technology exchange and cooperation among Asia Pacific countries and promote the business matching between China’s leading enterprises and the printing market in the Asia Pacific region.

During the exhibition, more than 60 reports, seminars, promotion meetings and other activities were also held, such as the “Fourth International Printing Industry Development Forum (Forum PI 2017)”, “China US printing Summit Forum”, “2017 China Digital Printing Summit Forum”, “2017 packaging printing · development and wealth creation Forum” and “printing materials wind and cloud ceremony”. Asia print held the Beijing conference here and global print held the 2017 conference. These international activities complement international exhibitions and effectively improve the exhibition level and effect of the exhibition.

4. All in Print in SHANGHAI

The all in print exhibition is an important platform for the whole printing industry to adapt to new trends, comprehensively display new international printing technologies, and strengthen exchanges and dialogue among colleagues in the printing industry all over the world.

China International all printing exhibition is one of the most influential large-scale comprehensive exhibitions in the printing industry in China and even the world. All printing exhibition is committed to building a professional supply and demand trade platform for the global printing industry, organizing international high-end exchanges, leading and promoting the exchange and dissemination of new technologies. The exhibition platform is constantly upgraded and optimized to attract high-quality professionals from all over the world. It has a wide reputation in the global printing industry and is known as the “Oriental eye of world printing”. It is recognized by the industry as an excellent platform to meet new and old customers, negotiate business and obtain the latest products, technologies and solutions.

VI. Conclusion

In the long history of the development of human civilization, trade exhibitions have always played a very important role in promoting the sustainable development of the global economy. At the beginning of 2020, a sudden virus brought a heavy blow to the exhibition. Nowadays, the epidemic situation is relatively stable, and domestic exhibitions in various countries are carried out gradually and orderly. I believe that in the near future, international exhibitions will open one after another and return to the previous glorious era. At the same time, online exhibitions came into being. Compared with offline exhibitions, online exhibitions have lower cost, but their timeliness