Since the 1990s, China's jewelry industry has encountered a rare development opportunity and developed rapidly. From the large-scale development stage characterized by the sharp increase in the number of enterprises at the end of the 20th century to the brand development stage characterized by building corporate image in the 20th century +38, China's jewelry industry has made great progress. Due to the continuous improvement of the industrial development environment, China's jewelry industry has maintained a healthy, sustained and stable development. In this process, jewelry exhibition has played a very important role in promoting.
1. The role of jewelry exhibition in industry development
1. 1 For enterprises,
(1) It is convenient for enterprises to seek cooperation. There are many exhibitors in the jewelry exhibition, covering the upstream, midstream and downstream of the whole industry, including all links based on the industrial chain; Listed companies, China famous brand enterprises, small businesses with distinctive features and other large and small enterprises; There are many kinds of products, such as diamonds, precious metals, colored gems, pearls, jade, jadeite and crystals. These are all of common concern. Among these products, there are rough stones, semi-finished products, finished products, and even some newly emerging specialty products in the industry, which have laid a good foundation for enterprises to seek cooperation.
(2) The exhibition environment is relaxed. A good jewelry exhibition site, with scientific exhibition layout, clear division of exhibits, complete exhibits, all enterprise leaders present, and comfortable cafes and rest areas, creates a very relaxed and compact negotiation environment, and it is easy for enterprises to find cooperation goals and successfully reach cooperation.
(3) It is convenient for enterprises to launch new products. At the jewelry exhibition, each exhibitor brought exhibits that highlighted their product characteristics, cultural advantages, service advantages and price advantages. On the one hand, exhibitors should let others know that they have new and good products; On the other hand, we should learn from other people's products, design concepts and design techniques. Using the professional platform provided by the Organizing Committee, exhibitors can organize a series of public relations activities, such as new product launch conference, corporate culture exhibition, famous lectures and so on. And show the overall image of the company to peer companies, consumers inside and outside the industry, a large number of media reporters and friends. , so as to push the corporate brand to a new height and maximize the company's influence.
1.2 is the industry
(1) A good exhibition not only provides opportunities for enterprises to communicate, cooperate and develop, but also shows the development trend and overall appearance of the industry. As a microcosm of economic development, exhibition can well reflect the current situation of economic development. Through the jewelry exhibition, we can see the general situation and future development trend of the jewelry industry and understand the competitiveness of the whole jewelry industry. A good exhibition can not only reflect the characteristics of jewelry culture and the fashion trend of jewelry products, but also reflect the strength of jewelry design, innovation and development. Through the exhibition, the innovation and dissemination of jewelry culture can be further enhanced, so that more consumers can know and recognize jewelry products and concepts, and then drive the development of the market.
(2) The appearance of the industry in the jewelry exhibition can reflect the overall economic development. As soon as the jewelry exhibition is hot, the economy will be prosperous, and "prosperity will hide jade." The well-developed jewelry exhibition not only embodies the progress of social civilization, but also condenses the economic scene.
(3) Good exhibitions enhance the international competitiveness of the jewelry industry. The participation of big brands and enterprises represents the craft and fashion of jewelry design. Through the exhibition, let the world know about the development trend of our jewelry industry and lay the foundation for creating "China Creation".
Local government is 1.3.
The jewelry exhibition has not only received the attention and support of the local government, but also the jewelry characteristic industrial base has made great efforts to develop and participate in the jewelry exhibition.
As a new, pollution-free and sustainable industry, convention and exhibition industry can drive the development of other industries in the exhibition area. According to experts' estimation, the driving coefficient of convention and exhibition industry is 1∶9, and the effect is remarkable. Because of this, both the central government and local governments attach great importance to exhibitions and actively organize exhibition activities. It is in this environment that the jewelry exhibition developed with the support of local governments at all levels, which also brought many benefits to local development.
(1) The support of the local government for the exhibition has played an important role in the promotion and publicity of local tourism culture, thus promoting the scientific development of the local economy as a whole.
(2) Characteristic industrial bases use brand exhibitions to build regional brands. With the increasing influence of jewelry exhibition, more and more industrial bases in China have joined the ranks of jewelry exhibition. Through the exhibition, the whole packaging with its own characteristics was displayed to people inside and outside the industry, and the strategy of "going out" was successfully realized. At the same time, in the exhibition, we will continue to learn and introduce advanced technology, management experience and funds, integrate them into our own characteristic jewelry industry, and give full play to the strategy of "bringing in". At the same time, it can also play a role in stimulating the economic development of regional characteristic industries. Fuxin, Donghai and Sihui bases have achieved good results in the jewelry exhibition sponsored by China Jewelry and Jade Jewelry Industry Association (hereinafter referred to as the Association).
1.4 For consumers,
At the exhibition, consumers can see many jewelry products that can't be seen in daily life, which increases their knowledge and improves their appreciation ability, and at the same time, they can buy their favorite products.
A good exhibition, exhibitors' frequent customers' participation rate is high, and their credibility is high, so consumers will patronize more times and have a high return rate. The door-to-door service of the authoritative organization National Jewelry Supervision and Inspection Center (hereinafter referred to as the National Inspection Center) makes consumers feel more at ease when purchasing products. In recent years, the China International Jewelry Fair, sponsored by the Association, opened in Beijing on June 5438+065438+ 10 every year, and the consumers who participated in the testing in the free testing area of the State Inspection Bureau queued up. The products tested are mainly jade and jadeite products with high value and strong professionalism.
Therefore, consumers benefit a lot from a good exhibition.
2. Present situation of jewelry exhibition development
2. 1 There are many jewelry exhibitions with low grade.
(1) At present, there are as many as 20 large and small exhibitions in China, and at least one jewelry exhibition opens every month on average. Frequent jewelry exhibitions make enterprises face difficult choices and bring doubts to enterprises: if they don't participate in the exhibition, they will lose opportunities, but if they participate in the exhibition, they will have little effect and be in a dilemma.
(2) Some local governments or enterprises saw the benefits brought by the exhibition and launched projects without scientific judgment, which served local jewelry enterprises to a certain extent, enriched the variety of jewelry products and met the needs of consumers. However, due to the inherent characteristics of this kind of exhibition, such as "weak extension certainty" and "limited regional influence", it is difficult to guarantee the qualifications of exhibitors and the quality of exhibits, and the low grade and poor credibility of the exhibition have dampened the enthusiasm of formal enterprises to participate.
Generally speaking, many, small and disorderly exhibitions do more harm than good. We should develop in the process of standardization and competition, and survive the fittest.
2.2 Low degree of internationalization
The degree of internationalization is an important condition to measure the level of exhibition development. At present, the jewelry exhibition in Basel, Switzerland (exhibition scale115200m2, 45 countries 1952 exhibitors, 65,438+million international buyers) and the jewelry exhibition in Las Vegas, USA (exhibition scale 60,000m2, more than 2,700 exhibitors from more than 40 countries and regions around the world, and 65,430 professional visitors). ) and other exhibitions have a high degree of internationalization, which is an annual event of the international jewelry industry and attracts the attention of many domestic and foreign jewelry companies.
Comparatively speaking, the degree of internationalization of domestic exhibitions is slightly lower, but there are objective reasons. The restrictions of tariffs and customs transportation make the pace of foreign jewelry enterprises entering the China market slow, but the economic development of China attracts worldwide attention, and the huge consumption potential of China is expected by foreign jewelers eager to open the China market. Policies need to be improved in order to improve the degree of internationalization. With the deepening of reform and opening up, the internationalization of China Jewelry Fair will develop rapidly.
2.3 Exhibition services need to be fully upgraded.
At present, great progress has been made in the service of exhibitors in domestic jewelry exhibitions, and providing certain services is more due to the experience and accumulation of organizers in the process of holding exhibitions. On the other hand, in the process of continuous participation, exhibitors have come up with an exhibition mode suitable for their own enterprises according to the actual situation of the company. However, there is still much room for improvement, many innovative services need to be explored, and the services of the entire jewelry exhibition industry need to be improved.
(1) The exhibition platform should be built even bigger, and efforts should be made to increase the booth area and the number of exhibitors, inviting domestic and foreign buyers to visit. Improve the quantity and quality of exhibitors and buyers as a whole, and increase the influence of the exhibition. As a very important part of the exhibition, the quality of buyers directly affects the enthusiasm of exhibitors. The 654.38 million+industry buyers of the Basel Jewelry Fair are a very rich wealth. It is precisely because of the existence of huge and powerful buyers that nearly 2000 enterprises participated in the exhibition. Therefore, the organizers of the exhibition should increase the invitation to domestic and foreign buyers, constantly improve the service system for buyers of the exhibition, and create a good purchasing environment for buyers.
(2) Improve personalized service. Many enterprises need to arrange various activities and tackle key problems at jewelry exhibitions. Tens of thousands of square meters of exhibition site gathered nearly a thousand exhibitors, and the exhibition density was high. Every exhibitor wants to show his strength and characteristics on such a platform. Each enterprise will combine its own characteristics, integrate exhibition resources and design unique key projects. Nearly a thousand enterprises have at least hundreds of projects operating at the same time and space, which requires the organizing Committee to provide practical and effective personalized services according to the needs of exhibitors. At present, it is difficult for the organizing committee of domestic jewelry exhibition to provide comprehensive and complete personalized services for enterprises. Personalized service needs to be improved, and professional exhibition talents need to be further trained.
3. Assumption of future development of jewelry exhibition
3. 1 Be sure to brand the jewelry show.
After ten years of construction, Shenzhen, Beijing and Shanghai have become the most influential, appealing and appealing exhibitions in China, and they also have a certain reputation in the world. It is reflected in the large number of large enterprises and brand enterprises participating in the exhibition. Take China International Jewelry Fair as an example. The total exhibition area of large enterprises accounts for 7 1.7% of the total exhibition area. The branding process of domestic jewelry exhibitions only started in recent years. Although the number and quality of buyers have greatly improved in the branding of exhibitors, there is still a big gap compared with international jewelry exhibitions. In order to improve the influence of the exhibition, we must stick to the road of branding.
(1) The exhibition serves enterprises, society and media. Brand exhibition, improved service quality, increased business transactions, consumers are willing to buy products. This kind of exhibition will continue to grow and get the attention and participation of the jewelry industry at home and abroad.
(2) Make the jewelry exhibition a weather vane for the development of the jewelry industry. Enterprises and society can see the development status of jewelry industry and the advanced degree of product design and technology through jewelry exhibitions. Jewelry exhibition concentrates on most large domestic jewelry enterprises, and the momentum of these enterprises at the exhibition can better reflect the general situation of the development of jewelry industry; At the same time, the jewelry exhibition brings together people who are concerned about the jewelry industry inside and outside the industry. Organizing Committee and enterprises can make full use of this opportunity to create a series of activities in the jewelry industry, such as "Fashion List for the coming year", "Wedding Fashion List" and "Future New Product Release Week", to guide the changes and progress of consumers' consumption concepts and jewelry aesthetic concepts, and to guide the future development direction of the jewelry industry.
3.2 Physical exhibitions and online exhibitions complement each other.
With the continuous progress of network technology, online media is becoming more and more developed, and the role of the network is becoming more and more powerful, becoming a very important force for future economic development, and jewelry exhibitions should be fully utilized. Foreign jewelry exhibitions have achieved good results in this respect. Online exhibition can well realize "communication beforehand and management afterwards" and extend the service of jewelry exhibition.
China Jewelry Exhibition can make use of the unparalleled permeability and universality of the network, win the advantage of latecomer with the help of the network, open up the development space with the help of online exhibitions, and condense new competitiveness. But even in the perfect network era, online exhibitions and transactions will not completely replace traditional exhibitions and transactions. Only by complementing each other's advantages and optimizing the allocation can we achieve better results.
3.3 The exhibition is further internationalized.
The internationalization process is the inevitable trend of the development of jewelry exhibition and the need of the development of jewelry industry. In order to speed up the internationalization of domestic jewelry exhibitions, China Jewelry and Jade Jewelry Industry Association has taken many measures.
(1) Strengthen cooperation with embassies of various countries. The embassy in China represents all aspects of their country's work in China. In order to strengthen cooperation with other countries, it is necessary to make full use of embassies in China. The Association has done a lot of work in this respect, established contacts with embassies of many countries, gained mutual trust, reached understanding and cooperated effectively. For example, at the China International Jewelry Fair, ambassadors and counsellors from dozens of countries attended the opening ceremony. The scene is spectacular. Due to the limited space, many distinguished guests of the embassy can only stand in front of the opening ceremony stage. The organizing committee will try to solve this problem at the opening ceremony of the jewelry exhibition next year.
(2) Strengthen cooperation with international institutions. At present, the Association has cooperated with the International Platinum Association, the World Gold Council, the Thai Jewelry Association, the Korean Jewelry Designers Association, the International colored gems Association and other institutions to deepen understanding and cooperation, paving the way for the international jewelry industry and achieving results. On this basis, we will further create conditions for cooperation, expand more international cooperation, and push domestic enterprises to the international market through the platforms of major international institutions.
(3) Strengthen cooperation with large international enterprises. The influence of large international enterprises is enormous, which not only affects the target customers covered, but also affects many other international jewelry enterprises. Strengthening cooperation with them will inevitably bring more international jewelry enterprises to participate. At the exhibitions in Beijing and Shanghai, we successfully introduced the Swiss watch exhibition group, which received a strong response and achieved good results. Many other watch companies in Switzerland called to inquire about the exhibition.
3.4 Increase publicity efforts
The promotion of the jewelry exhibition is very important. Only when the publicity is in place can enterprises actively participate in the exhibition and buyers come in. In terms of publicity, it is necessary to:
(1) solid. Make full use of all-round and three-dimensional publicity media such as print, internet, radio and TV stations, combine them with corporate publicity in a planned and focused way, dig deep into the highlights of the exhibition and carry out publicity work in an all-round way. The opening of China International Jewelry Fair and Shanghai International Jewelry Fair were reported by nearly 100 domestic media such as CCTV News Network, CCTV 2 Financial Channel, Xinhuanet, Beijing TV Station, Shanghai TV Station, Sohu and Sina. The publicity effect is obvious. At the same time, many media have opened columns for the jewelry exhibition, followed the jewelry exhibition and interviewed important people.
(2) Long-term. The publicity of the exhibition should run through before, during and after the exhibition. Pre-exhibition publicity, focusing on promoting the basic information such as the general situation and characteristics of the exhibition and the post-exhibition reports in previous years to all enterprises; During the exhibition, publicity will report the trends, highlights, key points and activities of the exhibition site, attracting more attention and participation of enterprises, consumers and the media; After the exhibition, the publicity will inform the summary, effect evaluation and buyers of this exhibition, and thank the exhibitors for preparing for next year's exhibition.
3.5 Make full use of local advantages
Whether holding an international exhibition or a local small jewelry exhibition, we should do a good job in "geographical location", make full use of local advantages, and integrate various effective local resources to serve the jewelry exhibition.
(1) The local advantages of the host city. For example, Beijing, Shanghai and Shenzhen have their own advantages. As the capital, Beijing is the political, economic and cultural center. As an international metropolis, Shanghai has a strong attraction. As the base of China's jewelry industry and the distribution center of China's jewelry, Shenzhen has concentrated 70% of the jewelry output value. These venues should make full use of their own advantages and integrate various resources to effectively promote and publicize the jewelry exhibition.
(2) Cultural advantages. China is characterized by jade, pearls and gold, which are indispensable in the exhibition. At the same time, we will actively focus on diamonds, platinum, palladium and non-ferrous metals, and make full use of the exhibition for promotion. As a product with the greatest potential for consumer consumption, we should vigorously promote products with national characteristics. For example, the most influential jade carving award "Tiangong Award" in China has spent a lot of effort. After nearly ten years of training, it has become a household name both inside and outside the industry. The participating works of Tiangong Award have increased year by year, and the winning works have been sought after by many collectors.
Jewelry exhibition depends on the jewelry industry, and its development depends on the development of the jewelry industry. At the same time, the jewelry exhibition promoted the development of the industry, and the two promoted each other and made common progress. With the in-depth development of market economy and the continuous improvement of people's living standards, the prospect of jewelry industry will be even better, and jewelry exhibition will be developed and improved in a wider range while playing its role. However, due to the short development time of jewelry exhibition, the correlation with the industry needs to be improved, the exhibition awareness of jewelry enterprises needs to be strengthened, and it will take time to train professional jewelry exhibition talents. It is necessary to carefully analyze the development trend of exhibition economy, carefully study the functions of professional jewelry exhibition service enterprises and service industries, enhance the influence of exhibition brands, lead the sunrise industry such as jewelry exhibition to a healthier development track, and strive to improve and enhance the role of jewelry exhibition in the development of jewelry industry.
Figure 7-3- 1 President Sun Wensheng and other leaders inspect the 2009 China International Jewelry Fair.