With the development of China's market economy, the advertising industry as a means of marketing is booming. In the early 1990s, the advertising business volume increased exponentially every year. In 1994, it exceeded 20 billion yuan. The Chinese advertising market has great potential. The advertising industry is a technology-intensive industry and a knowledge-intensive industry. The development of China's advertising industry is still in its infancy, with low level of modernization, backward technology and simple means. When the outdoor advertisements of the streets were mostly hand-painted and painted, the night scenes of the city were dim and monotonous, and the means of advertising were simply backward. The works of domestic advertising companies have participated in the French Cannes International Advertising Festival for several years, but they are not allowed to be short-listed every year. They often see the judges’ comments: “The lack of creativity and the lack of performance.†The planning and creativity of advertising will ultimately Use production as a means to turn it into a visual or audible work for dissemination. The development of creativity calls for new production techniques and means of communication, and its development and application has opened up a broader, new and vivid performance space for creativity. The old saying goes: "If you want to do something good, you must first sharpen your tools." We don't have good technology, equipment and materials. How to make good-looking advertising works, how to arouse the public's desire to buy, how to improve the overall level of the city. Looking at the historical coordinates of China's economic development and advertising development, it is not difficult to see that it can only be established in an internationalized city that tastes big trade and big circulation, and constantly compares itself, supplements itself, and perfects itself. Full development of itself.
Based on the above points, several friends in the industry and me carefully planned the “International Advertising New Media, New Technology, New Equipment, New Materials Exhibition Fair†(referred to as “Four New Exhibitionâ€) in 1993, and in the second year The nationwide launch of the first trade fair with the theme of advertising production has been held for ten times. According to the average person's point of view, the exhibition abroad promotes the development of exports, and the exhibitions in China promote the development of imports. However, looking at the experience of the “Four New Exhibitions†for ten years, a well-run domestic exhibition can promote an industry to grow and grow, and at the same time drive the comprehensive development of imports and exports.
Three stages driving the development of the industry
The first is to promote the import phase, which lasts from the first to the fifth (1994-1998). During this period, a large number of overseas advanced advertising technologies, equipment and materials met with domestic industry professionals through the exhibition, and manufacturers from the United States, Germany, France, Switzerland, the Netherlands, Italy, Israel, Australia, Japan, South Korea, Hong Kong, Taiwan and other countries and regions. Bringing computer design, engraving, inkjet, laser printer, inkjet printer, electrostatic photo equipment, light box, consumables, paper, ink and other new products. The world's four largest inkjet printer manufacturers: the United States' Witt, Santek, Israel's Noel, Sai Angel; Italy's engraving machine manufacturer Zola, and so on, each with a strong lineup to share the domestic A big cake for the demand for advertising production equipment. Australia's Katus material suppliers, Dutch advertising lighting, Germany's ultra-thin combination light boxes, South Korea's thermal transfer equipment and three-dimensional light boxes, Belgium's coated fabrics have been in the past four new exhibitions. The advanced equipment produced high-precision, large-format, colorful and vivid images, which surprised the Chinese people. Foreign merchants not only sold the equipment displayed at the exhibition, but also took a lot of orders. At the exhibition, some companies can Selling more than a dozen or two hundred and three hundred thousand dollars of equipment. A few years of effort, nearly 20 provincial capitals and regions all over the country to buy products at the exhibition. What is even more amazing is that the Chinese people's appetite is too big, it is too foreign The equipment is not addictive, so that foreign companies can tailor the giant inkjet printers that are several meters long and weigh several tons and sell for more than RMB 5 million. Such a big guy has no market abroad, only buyers can find buyers in China, and In the southeastern and northwestern parts of mainland China, foreign businessmen often carry out new product launches on the “Four New Exhibitions.†The consensus of foreign businessmen is that the largest buyers of advertising equipment and materials are in China.
The second is the stage of competition between Chinese and foreign manufacturers, from the sixth to the ninth (1998-2000). During this period, domestic advertising equipment and materials manufacturers introduced overseas advanced technology, independently developed their own projects on the basis of introduction, absorption and research, and gradually pushed to the city. Since 1999, many manufacturers have started to produce engraving machines and sprays. Small and medium output devices such as ink printers are traded at the show. The original roles of these manufacturers at the show were buyers and audiences, and later became exhibitors. For example, products such as Yaslan, Zhongchuang, Runjiang, Gongzheng Technology, Jingdiao, Liyu, Keoneng, Feiyang, Kebao, Zhicai, etc. have successively appeared, compared with the products of overseas companies, although in size There is still a certain gap between the precision and the accuracy, but it is favored by domestic users in terms of the practicability and price of the products, and the domestic equipment has begun to occupy the domestic advertising production market share.
The third is to promote the export stage. This phase is from the eighth to the tenth (2001-2003). At the 9th exhibition in 2002, the products of 19 large-scale outdoor digital inkjet printers from the east, west, north and south of China were fully exhibited. The engraving machine field was occupied by new brands in Taiwan and mainland China, and the production of signage processing and marking system. It is dazzling and creates a spectacular display of a new industry in China. At this exhibition, people found such a situation: overseas exhibitors have reduced the number of products, but overseas audiences and buyers have increased, and many buyers in Asia, the Middle East, Eastern Europe, Latin America and regions are full. In the field, many customers shop around and ask questions about the products of domestic manufacturers. Some have signed contracts on the spot, and some have left samples to follow up. All kinds of small-scale production equipments with good quality and low price are especially concerned by overseas buyers. Some companies have significantly improved their export performance in the past two exhibitions: the inkjet printers of Yaslan Advertising Equipment Co., Ltd. are exported to Southeast Asia, South Korea, Europe and Australia; the inkjet equipment of Runjiang Advertising Materials Equipment Co., Ltd. is exported to Japan, Korea, Xinjiapo, Taiwan, Turkey, Russia, Brazil and the United States; Beijing Jingdiao Technology Co., Ltd. and Beijing Zhongke Fangyuan Electronics Co., Ltd.'s small engraving machine and cutting plotter are optimistic in the Asian market; Zhicai Digital Printing Equipment Co., Ltd. PCL digital to more than ten countries and regions such as Southeast Asia, Middle East, South America, Africa and Europe; Jiachen Computer Equipment Manufacturing Co., Ltd. draws on the new technology of excellent CNC products from abroad, and designs and develops a new generation of computer cutting plotter equipment and exports it. To Canada, Lebanon, Singapore, Malaysia and other countries; Shanghai Dahan Advertising Equipment Co., Ltd. engraving machine is also exported to Southeast Asia and South Korea. In addition, a number of export-oriented domestic manufacturers have emerged in the fields of light box production and materials, printing consumables and inks. Lin Lin has always constituted the industrial export field of advertising production equipment and materials. We have conducted surveys, and one-sixth of the exhibitors participated in our exhibition for five or six consecutive years. Some of them started from acting as agents, starting with selling foreigners' equipment, accumulating venture funds, and then looking at the domestic market needs. The equipment, in conjunction with the manufacturer, invests in manpower and capital, develops its own equipment into the domestic market, and immediately shifts to overseas markets at a moderate price (equivalent to one-third of the price of overseas equipment) to fill the domestic market. It takes five or six years for a process to arrive, and most of the business is being implemented at the same show. Such customers are completely export-oriented enterprises and are the hard-core customers of the exhibition. Their feelings and dependence on the exhibition are beyond doubt.
The characteristics of two-way service of import and export trade
As the organizer of the exhibition with the background of import and export trade, we have always positioned the exhibition in the nature of the fair to achieve import and export trade. The main practices are as follows:
First, in order to promote import trade, fully introduce the new products before the exhibition, use the special exhibition information management system to pre-register online and open the exhibits introduction column, and hang it on the homepage of the company network for publicity. Produce illustrated “New News Guide†or “Guide to Guideâ€, with the company's strong customer database, send it to domestic exhibitors before launch, so that buyers and sellers come together before the show to understand each other. In the end, at the exhibition, look at the real thing and sign the contract. Most of the exhibits are basically purchased and sold.
2. The import and export trade personnel of the company will provide import and export trade advisory services during the opening of the exhibition to assist Chinese and foreign manufacturers in handling a series of trade advisory services and trade policy interpretations such as taxation, customs and permits. Use the special exhibition information management system to conduct statistical analysis of the visitors, analyze the exhibitors, fully evaluate the buyers, and communicate the information to the buyers and sellers in a timely manner.
3. After the exhibition, do a good job in trade legacy work and trade statistics, and timely complete the statistical analysis report on exhibitors and visitors, and feedback to the exhibitors. Two months later, the analysis chart and explanatory text will be published in the next notice of the exhibition, which will be widely publicized and distributed. In addition to the joint membership of the logo and advertising production committee led by our company, the "Members Communication" is not only connected to members, but also directly to the majority of exhibitors. We have established relationships with our customers not only with the exhibition, but also with the contacts of our trading partners all the year round. We continue to provide information on buyers and sellers, so that the exhibition can maintain a fairly stable customer.
4. We also provide services for import and export trade channels. When the products of our customers already have export conditions, we will introduce their participation in overseas advertising professional exhibitions by virtue of the advantages of the company's overseas exhibitions. For four consecutive years, our company has organized domestic exhibitors and manufacturers to inspect and participate in the "American International Label Exhibition", "German Visual Advertising Technology and Logo Production Exhibition" and "German Logo Production and Digital Printing Exhibition" to make some more powerful. The manufacturers are looking for buyers, selling products and establishing their own export channels at overseas exhibitions. More than a dozen companies have found stable export agents. At the same time, we can bring the most advanced advertising production technology and equipment information back to China, bring new products to the “Four New Exhibitionsâ€, bring new customers to China, and form a virtuous circle to maintain the “new†meaning of the exhibition. .
With the ten years of advertising "Four New Exhibitions", we are pleased to see that the face of Chinese cities has undergone a complete improvement: the outdoor advertising image is realistic and magnificent; the city's night scenes are colorful and icing on the cake; the exhibition decoration is exquisite and beautiful, practical and novel Film and television and print advertisements are beautifully produced and vividly touching; China has become a throne in Asia's first advertising power, and sees what is happening in front of us. We are happy, excited and excited as the creative person of the exhibition, but more is Worried, anxious, upset. China's advertising turnover soon broke through the 10 billion yuan mark. The speed of soaring needs a solid industry to support, and it requires the dedicated talents to pave the way. It is not easy to run a big exhibition. It is more difficult to strengthen an exhibition. For the sustainable development of China's advertising industry, we can only continue to seize the backbone of the exhibition to promote trade, dedication, innovation, and meet the challenges of the new decade. The authenticity of this information has not been confirmed by the international electrical network, for your reference only.
Based on the above points, several friends in the industry and me carefully planned the “International Advertising New Media, New Technology, New Equipment, New Materials Exhibition Fair†(referred to as “Four New Exhibitionâ€) in 1993, and in the second year The nationwide launch of the first trade fair with the theme of advertising production has been held for ten times. According to the average person's point of view, the exhibition abroad promotes the development of exports, and the exhibitions in China promote the development of imports. However, looking at the experience of the “Four New Exhibitions†for ten years, a well-run domestic exhibition can promote an industry to grow and grow, and at the same time drive the comprehensive development of imports and exports.
Three stages driving the development of the industry
The first is to promote the import phase, which lasts from the first to the fifth (1994-1998). During this period, a large number of overseas advanced advertising technologies, equipment and materials met with domestic industry professionals through the exhibition, and manufacturers from the United States, Germany, France, Switzerland, the Netherlands, Italy, Israel, Australia, Japan, South Korea, Hong Kong, Taiwan and other countries and regions. Bringing computer design, engraving, inkjet, laser printer, inkjet printer, electrostatic photo equipment, light box, consumables, paper, ink and other new products. The world's four largest inkjet printer manufacturers: the United States' Witt, Santek, Israel's Noel, Sai Angel; Italy's engraving machine manufacturer Zola, and so on, each with a strong lineup to share the domestic A big cake for the demand for advertising production equipment. Australia's Katus material suppliers, Dutch advertising lighting, Germany's ultra-thin combination light boxes, South Korea's thermal transfer equipment and three-dimensional light boxes, Belgium's coated fabrics have been in the past four new exhibitions. The advanced equipment produced high-precision, large-format, colorful and vivid images, which surprised the Chinese people. Foreign merchants not only sold the equipment displayed at the exhibition, but also took a lot of orders. At the exhibition, some companies can Selling more than a dozen or two hundred and three hundred thousand dollars of equipment. A few years of effort, nearly 20 provincial capitals and regions all over the country to buy products at the exhibition. What is even more amazing is that the Chinese people's appetite is too big, it is too foreign The equipment is not addictive, so that foreign companies can tailor the giant inkjet printers that are several meters long and weigh several tons and sell for more than RMB 5 million. Such a big guy has no market abroad, only buyers can find buyers in China, and In the southeastern and northwestern parts of mainland China, foreign businessmen often carry out new product launches on the “Four New Exhibitions.†The consensus of foreign businessmen is that the largest buyers of advertising equipment and materials are in China.
The second is the stage of competition between Chinese and foreign manufacturers, from the sixth to the ninth (1998-2000). During this period, domestic advertising equipment and materials manufacturers introduced overseas advanced technology, independently developed their own projects on the basis of introduction, absorption and research, and gradually pushed to the city. Since 1999, many manufacturers have started to produce engraving machines and sprays. Small and medium output devices such as ink printers are traded at the show. The original roles of these manufacturers at the show were buyers and audiences, and later became exhibitors. For example, products such as Yaslan, Zhongchuang, Runjiang, Gongzheng Technology, Jingdiao, Liyu, Keoneng, Feiyang, Kebao, Zhicai, etc. have successively appeared, compared with the products of overseas companies, although in size There is still a certain gap between the precision and the accuracy, but it is favored by domestic users in terms of the practicability and price of the products, and the domestic equipment has begun to occupy the domestic advertising production market share.
The third is to promote the export stage. This phase is from the eighth to the tenth (2001-2003). At the 9th exhibition in 2002, the products of 19 large-scale outdoor digital inkjet printers from the east, west, north and south of China were fully exhibited. The engraving machine field was occupied by new brands in Taiwan and mainland China, and the production of signage processing and marking system. It is dazzling and creates a spectacular display of a new industry in China. At this exhibition, people found such a situation: overseas exhibitors have reduced the number of products, but overseas audiences and buyers have increased, and many buyers in Asia, the Middle East, Eastern Europe, Latin America and regions are full. In the field, many customers shop around and ask questions about the products of domestic manufacturers. Some have signed contracts on the spot, and some have left samples to follow up. All kinds of small-scale production equipments with good quality and low price are especially concerned by overseas buyers. Some companies have significantly improved their export performance in the past two exhibitions: the inkjet printers of Yaslan Advertising Equipment Co., Ltd. are exported to Southeast Asia, South Korea, Europe and Australia; the inkjet equipment of Runjiang Advertising Materials Equipment Co., Ltd. is exported to Japan, Korea, Xinjiapo, Taiwan, Turkey, Russia, Brazil and the United States; Beijing Jingdiao Technology Co., Ltd. and Beijing Zhongke Fangyuan Electronics Co., Ltd.'s small engraving machine and cutting plotter are optimistic in the Asian market; Zhicai Digital Printing Equipment Co., Ltd. PCL digital to more than ten countries and regions such as Southeast Asia, Middle East, South America, Africa and Europe; Jiachen Computer Equipment Manufacturing Co., Ltd. draws on the new technology of excellent CNC products from abroad, and designs and develops a new generation of computer cutting plotter equipment and exports it. To Canada, Lebanon, Singapore, Malaysia and other countries; Shanghai Dahan Advertising Equipment Co., Ltd. engraving machine is also exported to Southeast Asia and South Korea. In addition, a number of export-oriented domestic manufacturers have emerged in the fields of light box production and materials, printing consumables and inks. Lin Lin has always constituted the industrial export field of advertising production equipment and materials. We have conducted surveys, and one-sixth of the exhibitors participated in our exhibition for five or six consecutive years. Some of them started from acting as agents, starting with selling foreigners' equipment, accumulating venture funds, and then looking at the domestic market needs. The equipment, in conjunction with the manufacturer, invests in manpower and capital, develops its own equipment into the domestic market, and immediately shifts to overseas markets at a moderate price (equivalent to one-third of the price of overseas equipment) to fill the domestic market. It takes five or six years for a process to arrive, and most of the business is being implemented at the same show. Such customers are completely export-oriented enterprises and are the hard-core customers of the exhibition. Their feelings and dependence on the exhibition are beyond doubt.
The characteristics of two-way service of import and export trade
As the organizer of the exhibition with the background of import and export trade, we have always positioned the exhibition in the nature of the fair to achieve import and export trade. The main practices are as follows:
First, in order to promote import trade, fully introduce the new products before the exhibition, use the special exhibition information management system to pre-register online and open the exhibits introduction column, and hang it on the homepage of the company network for publicity. Produce illustrated “New News Guide†or “Guide to Guideâ€, with the company's strong customer database, send it to domestic exhibitors before launch, so that buyers and sellers come together before the show to understand each other. In the end, at the exhibition, look at the real thing and sign the contract. Most of the exhibits are basically purchased and sold.
2. The import and export trade personnel of the company will provide import and export trade advisory services during the opening of the exhibition to assist Chinese and foreign manufacturers in handling a series of trade advisory services and trade policy interpretations such as taxation, customs and permits. Use the special exhibition information management system to conduct statistical analysis of the visitors, analyze the exhibitors, fully evaluate the buyers, and communicate the information to the buyers and sellers in a timely manner.
3. After the exhibition, do a good job in trade legacy work and trade statistics, and timely complete the statistical analysis report on exhibitors and visitors, and feedback to the exhibitors. Two months later, the analysis chart and explanatory text will be published in the next notice of the exhibition, which will be widely publicized and distributed. In addition to the joint membership of the logo and advertising production committee led by our company, the "Members Communication" is not only connected to members, but also directly to the majority of exhibitors. We have established relationships with our customers not only with the exhibition, but also with the contacts of our trading partners all the year round. We continue to provide information on buyers and sellers, so that the exhibition can maintain a fairly stable customer.
4. We also provide services for import and export trade channels. When the products of our customers already have export conditions, we will introduce their participation in overseas advertising professional exhibitions by virtue of the advantages of the company's overseas exhibitions. For four consecutive years, our company has organized domestic exhibitors and manufacturers to inspect and participate in the "American International Label Exhibition", "German Visual Advertising Technology and Logo Production Exhibition" and "German Logo Production and Digital Printing Exhibition" to make some more powerful. The manufacturers are looking for buyers, selling products and establishing their own export channels at overseas exhibitions. More than a dozen companies have found stable export agents. At the same time, we can bring the most advanced advertising production technology and equipment information back to China, bring new products to the “Four New Exhibitionsâ€, bring new customers to China, and form a virtuous circle to maintain the “new†meaning of the exhibition. .
With the ten years of advertising "Four New Exhibitions", we are pleased to see that the face of Chinese cities has undergone a complete improvement: the outdoor advertising image is realistic and magnificent; the city's night scenes are colorful and icing on the cake; the exhibition decoration is exquisite and beautiful, practical and novel Film and television and print advertisements are beautifully produced and vividly touching; China has become a throne in Asia's first advertising power, and sees what is happening in front of us. We are happy, excited and excited as the creative person of the exhibition, but more is Worried, anxious, upset. China's advertising turnover soon broke through the 10 billion yuan mark. The speed of soaring needs a solid industry to support, and it requires the dedicated talents to pave the way. It is not easy to run a big exhibition. It is more difficult to strengthen an exhibition. For the sustainable development of China's advertising industry, we can only continue to seize the backbone of the exhibition to promote trade, dedication, innovation, and meet the challenges of the new decade. The authenticity of this information has not been confirmed by the international electrical network, for your reference only.
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