The modern jewelry industry in Chinese mainland started after the reform and opening up, and the jewelry exhibition industry started in the 1990s. So far, the jewelry exhibition industry in China has only experienced 20 years of development. For many jewelry practitioners, jewelry exhibition is a new thing, and jewelry exhibition industry is a sunrise industry.

This paper will review the development process of China's jewelry exhibition industry, analyze the present situation and pattern of jewelry exhibition, and explore the future development direction and trend.

1. The development of Chinese mainland jewelry exhibition industry

The development of Chinese mainland's jewelry exhibition industry has experienced embryonic stage, rising stage and rapid development stage. In recent years, it has just entered the stage of rapid development, which is far from the peak prosperity stage of jewelry exhibition industry in Europe, America, China and Hongkong.

1. 1 the embryonic stage of jewelry exhibition industry

Before 2000, China's jewelry exhibition industry was in its infancy, and the jewelry exhibition was dominated by exhibitions, with a small scale and low grade, and brand promotion and supporting services were not in place. To borrow a friend's words, it can be summarized as "It doesn't matter what brand or image you are running around China with several boxes of goods, as long as you can sell the goods and make money".

At that time, in Beijing, Shanghai and other big cities, there were dozens of jewelry exhibitions every year, but there were few exhibitions with an exhibition area of 5,000 square meters and nearly 200 standard booths. However, jewelers began to establish the concept of exposition, which also accumulated experience and laid the foundation for the rise of jewelry exhibition industry in the future.

1.2 the rising stage of jewelry exhibition industry

From September 14 to June 17, 2000, the first Shenzhen International Jewelry Fair was held in the Exhibition Center of Shenzhen Hi-tech Fair, marking the beginning of Chinese mainland's jewelry exhibition industry. This jewelry exhibition covers an exhibition area of 9,000 square meters, with 430 booths and 200 exhibitors. In 200 1 year, this data jumped to 16000 square meters, with 800 standard booths. During the same period, the China International Jewelry Fair held in Beijing had an exhibition area of 1 10,000 square meters and more than 420 booths. Jewelry exhibitions in Shanghai, Guangzhou and other places have mushroomed. Jewelry enterprises participating in the exhibition gradually realized the importance of corporate brand image promotion and publicity, and more gorgeous decorations, richer corporate culture and product promotion activities appeared in the jewelry exhibition.

With the rapid development of China's economy, jewelry exhibitions have blossomed all over the country. First-and second-tier cities such as Beijing, Shanghai, Shenzhen and Guangzhou have also held jewelry exhibitions, and the jewelry exhibition industry in China has risen rapidly and flourished.

1.3 rapid development stage of jewelry exhibition industry in mainland China

After just six or seven years' accumulation, since 2005, the jewelry exhibition industry in Chinese mainland has entered a stage of rapid development.

20 12 China jewelry yearbook

In 2005, Shenzhen International Jewelry Fair reached a new height of 50,000 square meters for the first time. In 2006, the exhibition area of China International Jewelry Fair exceeded 30,000 square meters for the first time. In the same year, after integrating resources, Shanghai International Jewelry Fair began to develop by leaps and bounds, reaching an exhibition area of 23,000 square meters for the first time. The Shenzhen Jewelry Fair in September, the Beijing Jewelry Fair in June 165438+ 10 and the Shanghai Jewelry Fair in October are also called the three major jewelry fairs in China, and the jewelry exhibition industry in the mainland of China has entered a stage of rapid development.

Chinese mainland's jewelry exhibition industry has entered a stage of rapid development, and brand display and promotion of jewelry enterprises have become the mainstream of jewelry exhibitions. Luxurious booth decoration, exquisite corporate brochure and colorful promotion activities are playing an increasingly important role in jewelry exhibitions. At the same time, the focus of jewelry exhibition has also changed from a single promotion mode of "exhibitors singing operas and buyers watching plays" to an interactive mode of exhibitors, buyers and media. The brand promotion function, trading function, media communication function, innovative products and innovative design display function of jewelry exhibition are becoming more and more perfect, and jewelry exhibition has begun to truly realize the role of comprehensive service platform.

2. Present situation of jewelry exhibition industry in Chinese mainland.

Since 1 1, the annual China International Jewelry Fair, the Shenzhen International Jewelry Fair in September and the Shanghai International Jewelry Fair in May have achieved an increase rate of nearly 100% in the past six years. The three major jewelry exhibitions go hand in hand, becoming the vane of China's jewelry industry and consolidating its core position in Chinese mainland's jewelry exhibition industry.

2. 1 Beijing, Shenzhen and Shanghai are neck and neck.

Entering 20 12, the pattern of Chinese jewelry exhibition industry has undergone new changes. The 20 12 China International Jewelry Fair held in Beijing has a record exhibition area of 58,000 square meters and more than 2,700 booths, making it the largest jewelry fair in Chinese mainland. 20 12 Shenzhen International Jewelry Fair still holds an exhibition area of 52,500 square meters with 2,500 booths; 20 12 Shanghai International Jewellery Exhibition has accumulated a lot, with an exhibition area of 42,000 square meters and nearly 2 100 booths.

2.2 Other Small and Medium Jewelry Exhibitions

There are three major jewelry exhibitions in Chinese mainland, namely, Beijing, Shenzhen and Shanghai. At the same time, there are more and more organizations and enterprises holding jewelry exhibitions. In recent years, more than 20 small jewelry exhibitions have been held in Beijing, Shanghai, Shenzhen, Guangzhou, Shenyang, Qingdao, Dalian, Chengdu, Tianjin, Hangzhou, Kunming and Nanjing. The exhibition area generally exceeds 10000 square meters, which has insufficient influence on exhibitors, buyers and media.

The threshold for holding exhibitions is lowered, and the professional level and service awareness of exhibition companies need to be improved urgently. It is difficult for exhibition companies that are purely for commercial operation to invest more in the cultivation of exhibition brands, and it is impossible to have greater influence and driving role in the jewelry industry.

Jewelry exhibition projects can only be cultivated, formed and developed under the background of authoritative trade organizations and professional exhibition companies with experience, service consciousness and innovative spirit.

3. The development trend of jewelry exhibition industry in Chinese mainland.

The annual China International Jewelry Fair, Shenzhen International Jewelry Fair and Shanghai International Jewelry Fair are the three most professional jewelry fairs in China, which are the concentrated display of domestic and foreign jewelry brands, professional jewelry trading platform, stage for new product research and development and technological innovation, grand gathering of information exchange and economic and trade cooperation between domestic and foreign jewelry circles, gathering of international jewelry elites and vane of Chinese jewelry fashion trend.

3. 1 China International Jewelry Fair

China International Jewelry Fair is generally held in China International Exhibition Center on June 5438+065438+ 10 every year, and is co-sponsored by China Jewelry and Jade Industry Association and National Jewelry and Jade Quality Supervision and Inspection Center. 20 12 the exhibition area of China international jewelry fair will reach 58,000 square meters, with 2,700 booths and more than 1200 exhibitors. It is estimated that the number of visitors will exceed 90,000, making it the largest comprehensive professional jewelry exhibition in Chinese mainland.

2006-2065 438+02 Data Map of China International Jewelry Fair

China International Jewelry Fair, relying on Beijing, a huge consumer market, affects the jewelry markets in North China, Northeast China, Central China and Northwest China and radiates across the country. The selection and exhibition of China Jade Carving "Tiangong Award" held in the same period also promoted the vigorous development of jade, jade and jade carving industry in the northern market, and established the important position of China International Jewelry Fair in the jade industry.

20 12 exhibitors of China international jewelry fair include the international colored gems association (ICA), Thailand, Sri Lanka, opal Australia, Korea, Taiwan Province province, China, and Hongkong China. Exhibitors come from China, Belgium, Germany, Italy, the United States, Israel, Poland, Brazil, Japan, Singapore, India, Malaysia and Pakistan.

20 12 scale diagram of the number of exhibitors at home and abroad in China International Jewelry Fair

20 12 scale map of exhibitors' exhibition areas at home and abroad of China international jewelry fair.

3.2 Shenzhen International Jewelry Fair

Shenzhen International Jewelry Fair is jointly sponsored by China Jewelry and Jade Jewelry Industry Association, Jewelry and Jade Jewelry Management Center of Ministry of Land and Resources, Shenzhen Luohu District People's Government, Shenzhen Economic, Trade and Information Commission, Shenzhen Municipal Bureau of Culture, Sports and Tourism, Shenzhen Central Branch of China People's Bank, Shenzhen Gold and Jewelry Industry Association, Shenzhen Bangyou Exhibition Co., Ltd. and Hong Kong Lixin International Exhibition Co., Ltd., and is usually held in Shenzhen Convention and Exhibition Center in mid-September every year. 20 12 Shenzhen international jewelry fair has an exhibition area of 52,500 square meters, with 2,500 booths and 1200 exhibitors.

2006-2065 438+02 Shenzhen International Jewelry Fair Data Map

Shenzhen is an important production and processing base and distribution center of China's jewelry industry. Holding a jewelry exhibition in Shenzhen has a unique geographical advantage, and the participating teams represented by many local jewelry enterprises in Shenzhen also highlight Shenzhen's pivotal position in China's jewelry industry.

20 12 scale diagram of the number of exhibitors at home and abroad in Shenzhen International Jewelry Fair

20 12 Proportion of exhibitors at home and abroad in the exhibition area of Shenzhen International Jewelry Fair

3.3 Shanghai International Jewelry Exhibition

Shanghai International Jewelry Exhibition, jointly sponsored by China Jewelry and Jade Industry Association, National Jewelry and Jade Quality Supervision and Inspection Center, Shanghai Gold Exchange, Shanghai Diamond Exchange, Shanghai Gold and Jewelry Industry Association, Shenzhen Gold and Jewelry Industry Association and Shanghai Gemstone Industry Association, is generally held in Shanghai World Expo Exhibition Hall in May every year. 20 12 Shanghai international jewelry exhibition covers an exhibition area of 42,000 square meters, with 2 booths100, 0 exhibitors 1000 and more than 70,000 visitors.

Data Map of 2006-2065 438+02 Shanghai International Jewelry Fair

Shanghai is the economic center of China, relying on the economically developed and wealthy East China. Shanghai International Jewelry Fair has become one of the most important professional jewelry events in China, reflecting the influence of Chinese jewelry industry on the world jewelry industry. 20 12 well-known Hong Kong-owned jewelry brands such as Chow Tai Fook, Zhou Shengsheng, Xie Ruilin and Lukfook Jewelry, as well as international luxury brands such as Eurostar, Gucci Haute Jewellery and Luca Calati, made their collective appearances, which marked a significant improvement in the brand height of Shanghai International Jewelry Fair and established an important position in the international jewelry industry.

In addition, the main exhibitors are Belgian Antwerp Diamond Exhibition (AWDC), Israeli Diamond Exhibition (IDI), International colored gems Association Exhibition (ICA), Thailand Jewelry Exhibition, Sri Lankan Jewelry Exhibition, Australian Opal Exhibition, Korean Pavilion, Taiwan Province Provincial Pavilion in China and Hong Kong Pavilion in China. As well as exhibitors from nearly 30 countries and regions such as China, the United States, Britain, Germany, Italy, Russia, Poland, Turkey, South Africa, Brazil, Japan, Singapore, India, Malaysia, Indonesia, the Philippines, Pakistan, Nepal, Myanmar and Macau, China, the exhibition area of overseas enterprises accounted for 36.2%, marking a significant increase in the international influence and popularity of Shanghai International Jewelry Fair.

20 12 scale diagram of the number of exhibitors at home and abroad at Shanghai International Jewelry Fair

20 12 scale map of exhibitors' exhibition areas at home and abroad of Shanghai international jewelry fair

4. Conclusion

The overall scale of China International Jewellery Fair, Shenzhen International Jewellery Fair and Shanghai International Jewellery Fair reached 6,543,800 square meters, with 7,000 booths. Excluding the factors of overlapping exhibitions, this figure also has 6,543,800 square meters and about 5,000 standard booths. The huge jewelry exhibition market and the huge buyer resources in China market have established the position of Chinese mainland jewelry exhibition industry in the world. The three major jewelry exhibitions in Beijing, Shenzhen and Shanghai will continue to develop in the direction of branding, comprehensive trade, terminal marketization and internationalization, and go hand in hand to occupy a place in the global jewelry exhibition industry.

4. 1 China's jewelry exhibition industry continues to develop in the direction of branding.

There are two meanings for the jewelry exhibition industry to continue to develop along the brand line. The first meaning refers to the brand effect of the jewelry exhibition itself. China International Jewelry Fair, Shenzhen International Jewelry Fair and Shanghai International Jewelry Fair are the brands of China's jewelry exhibition industry. Brand jewelry exhibition also needs to be systematic and professional in exhibitor service, publicity and promotion, buyer invitation and event planning, so as to continuously improve its influence and importance in the global jewelry exhibition industry.

The second meaning refers to the increasing brand number and brand strength of exhibitors at the jewelry exhibition. For a powerful jewelry brand, attending a professional jewelry exhibition is a three-dimensional advertisement with less investment and good effect, and it is a good opportunity to promote the brand and enhance its popularity and reputation.

4.2 China's jewelry exhibition industry is developing towards comprehensive trade.

The budding exhibition is mainly a trading place for exhibitors and local buyers. With the rapid development of jewelry industry and jewelry exhibition industry, the extension of comprehensive trade in jewelry exhibition is expanding, and its effectiveness is increasingly reflected.

Comprehensive trade, including on-site product transactions, product order transactions, exhibitors' investment, joining, agency and other projects. In addition, the exchange, application and promotion of new technologies in the jewelry industry and innovative product design give jewelry more aesthetic feeling and experience value, which is also the development direction that cannot be ignored in the future comprehensive trade. In particular, the promotion of jewelry culture, the brilliance of diamonds, the brilliance of colorful treasures, the inheritance of jadeite, the tenderness of jade, the perfection of pearls, the richness of gold, the purity of platinum, the rarity of palladium and the age of silver, how to make all kinds of jewelry bloom are the key points that China jewelry exhibition industry needs to focus on in the future.

China's jewelry exhibition industry is developing in the direction of comprehensive trade, and it is an inevitable trend to enrich its connotation and expand its extension.

4.3 China's jewelry exhibition industry to the terminal market development

The development of the exhibition industry is based on the vigorous development of the market, and the jewelry exhibition industry is no exception. Throughout the world, the post-war economic development in Europe gave birth to the globally influential jewelry exhibitions such as Basel Watch and Jewellery Fair in Switzerland and Vicenza Jewelry Fair in Italy. The prosperity of North American economy has made JCK Jewelry Fair, Tucson Mineral Jewelry Fair and other important jewelry fairs in the United States. With the rapid development of Asian economy, China Hongkong Jewelry Fair, Thailand Bangkok Jewelry Fair and Japan Tokyo Jewelry Fair have made great progress and development. The development of oil economy in the Middle East has also promoted the rapid development of jewelry exhibitions in Istanbul and Dubai, Turkey.

2 1 century, especially after 2008, the world economic environment was turbulent and the pattern changed. China's economy has risen rapidly, becoming the second largest economy in the world and one of the countries with the fastest economic growth for many years. The exhibition area of China International Jewelry Fair and Shanghai International Jewelry Fair has developed rapidly with an annual growth rate of nearly 30% in the past three years, which fully shows that the new driving force for the future development of jewelry exhibition industry lies in China, especially the two terminal markets with strong purchasing power and influence.

4.4 China's jewelry exhibition industry is developing internationally.

The proportion of overseas exhibitors is an important indicator to measure the development level and international influence of the exhibition. The internationalization of China's jewelry exhibition industry is the only way to become an influential professional jewelry exhibition in the world.

We can see that at China International Jewelry Fair and Shanghai International Jewelry Fair, Belgian Antwerp Diamond Fair (AWDC), Israeli Diamond Fair (IDI), International colored gems Association Fair (ICA), Thai Jewelry Fair, Sri Lankan Jewelry Fair, Australian Opal Fair, Korean Fair, China Taiwan Province Province Fair, China Hong Kong Fair, as well as from the United States, Britain, Germany, Italy, Russia, Poland and Turkey.

We have reason to believe that in the near future, the mainland of China will surely become a jewelry exhibition event with global influence. China Jewelry and Jade Jewelry Industry Association takes "serving enterprises, standardizing industries and developing industries" as its core purpose, bases itself on the China market, serves the Chinese jewelry industry, and helps Chinese jewelry enterprises to cooperate and expand channels with a global perspective. Rooted in China, it is our historical mission to turn the three major jewelry exhibitions in Beijing, Shenzhen and Shanghai into famous jewelry exhibitions with global influence!