張 瑛 tinachang_tw@yahoo.com.tw 0912 200 696 02-2701 8768 ext 208 國際展覽總論 張 瑛 tinachang_tw@yahoo.com.tw 0912 200 696 02-2701 8768 ext 208

現任: 滿力國際股份有限公司 行銷業務總監 曾任: 中華國際會議展覽協會 秘書長 台北國際會議中心 業務組組長 外貿協會展覽處 展覽組組長 從事會議展覽行業迄今約二十年，在外貿協會展覽 處十年籌辦的專業展覽共百場，籌辦經驗豐富。後轉調至台北國際會議中心業務組，從主動開發客戶到協助會議舉辦，一年經手近百場會議，創下業績高峰。 2002年自貿協退休後轉至中華國際會議展覽協會擔 任秘書長一職。 2007年開始與業者共同努力開發國際業務。

展覽 Fair 來自拉丁文的 Feria Exhibition 來自拉丁文的 Expositio Exposition 同上 Trade Show　 美國 Messe 德國 見本市 日本

World Expo Fair Exposition Exhibition Trade fair Consumer show International exposition, special segment of an industry Consumer show B-to-C exposition General public as visitors Mixed show Open for trade and public visitors Fair Earliest type of market, direct selling Exposition Generic terms, interaction of buyers and sellers, displaying goods and services Trade show B-to-B exposition Trade visitors World Expo Definitions First of all I want to give an overview about the different types of fairs. When arguing it helps to know that we differentiate three types of events from which two look quite similar. For the workshop we use the terms exposition - exhibition - trade show more or less similar. Exhibitions are no just collections of interesting objects brought together at a certain place and time. They are human activities, human enterprises, and some of them very great and courageous activities, undertaken for definite reasons and in order to achieve certain specified results. They are a form of human intercourse, whereby the promoters and exhibitors on the one hand communicate with the visitors on the other. And their results can only be told in terms of further human thought and activity. Kenneth W. Luckhurst, The Story of Exhibitions, London: The Studio Publications, 1951, p. 9.

展覽的種類 專業展: 電腦展，醫療展，機器展 綜合展: 體育用品展，五金展 商展(B to C): 家具展，玩具展 國際展 International Show 全國性展覽 National Show 地區性展覽 Regional Show B to B , B to C

World's Fair – EXPO 世界博覽會 由國際組織The Bureau International des Expositions簡稱 BIE 管理 展期為3~6個月 我國因不是聯合國會員故不得加入

Crystal Palace in London, built for WORLD EXPO 1851

Theme for 2005 World Exposition: "Nature's wisdom" Aichi, Japan

展覽的要件 主辦單位 參觀者 意見領袖 週邊行業 參展廠商 專業賣方 專業買方 展期 展品 展地 綜合買方 綜合賣方 政治人物 攤位裝潢業 旅行業 公會領袖 學者專家 展品運輸業 記者媒體 顧問服務業

展出者的目的 接訂單 尋找新客戶 推出新產品 聯絡客戶感情 蒐集商情 建立形象及維持知名度 訓練員工

參觀者的目的 尋找新產品 尋找新供應商 參加研討會 考察競爭情形

展覽產業對各國經濟的影響力 美國 12,500 trade shows a year 1.5 million full time employment, 10.5 billion Income tax, Top 10 industry

展覽產業對各國經濟的影響力 新加坡 673 trade shows a year Total revenue 10% of GDP Each exhibitor spend S$ 2,892/per day

展覽產業對各國經濟的影響力 德國 60% of world leading trade shows In 131 big shows 161,158 exhibitors(77, 183 from overseas) 10.09 million visitors(1.8 million from overseas) Total expenditure in ADV and PR worth 57.50 million Euro

Who makes money? Organisers (PEOs) Managing their own events Managing events for others Associations Governments Other PEOs Venues Service providers Freight forwarders Stand contractors

...outside the industry? Travel-related Airlines Hotels Local services Retailers Restaurants Local transport services Taxis Trucking companies Regional economies

Who makes the money? Exhibition halls + in hall services 10% Hotel 26% Retail 23% Other 4% Stand contractors 8% Exhibition organisers 9% Transport/ storage 17% Restaurants/ bars Who makes the money? Source: Economic Impact of Hong Kong’s Exhibitions Industry, 2002

How do organisers make money on exhibitions? Re-sell space Sell advertising Collect cash in advance Size is a key determinant of profitability Large shows are very profitable Overhead doesn't increase much as show size goes up Although largest single expense is hall rental

How do venues make money from exhibitions? Rent space to organisers Run catering outlets and other services Collect other service fees Telecoms Parking A big money-earner at some venues

…but there are other measures for venues In most places in the world, exhibition centres are built by local governments as part of the city infrastructure They are not necessarily required to make a return on investment. Although they are expected to pay their own operating costs. This has led to over-building in some places China USA – questions over real return on investment

How do third parties make money from exhibitions? Work with organisers Become official hotels or carriers Provide travel and accommodation services to participants Exhibitors Visitors Their families and friends Build stands Ship freight in and out for exhibitors

The situation worldwide 2002 (according to UFI, the global association of the exhibition industry) App. 30.000 exhibitions held around the world App. 3,2 million exhibitors participated in the exhibitions App. 350 million visitors came to see the events

The profile in Asia No. of exhibitions in 2005 Estimated annual size in net sqm Average size (net sqm) Total space sales vs. 2004 China 564 4,065,000 7,207 14.5% Japan 473 2,273,000 4,804 7.8% Korea 139 522,000 3,753 2.5% Hong Kong 56 501,000 8,943 0.0% India 128 462,000 3,603 7.9% Chinese Taiwan 58 329,000 5,663 9.0% Thailand 57 274,000 4,795 42.6% Indonesia 192,000 3,414 55.1% Singapore 52 175,000 3,347 -2.9% Malaysia 166,000 3,180 50.0% Philippines 62 125,000 2,007 3.5% Vietnam 41 62,000 1,510 119.2% Pakistan 17 41,000 2,401 7.4% Total 1,755 9,187,000 5,231 12.1% We still measure HK separately Will see big growth this year with over 20 new events at new venue AsiaWorld-Expo Even though Korea is growing well with KINTEX events, HK will probably move up to 3rd place in 2006. New markets are emerging in Vietnam and Pakistan. Source: UFI/BSG 2006 report: “The Trade Fair Industry in Asia” Analysis limited to major business-to-business events only

China: Market of the future for exhibitions Forecasts for China say that within ten years the exhibition industry will belong to one of the ten most powerful market segments in China. In 2006, 61 major international exhibition centres are in place. Approximately 2,500 exhibitions take place Of those, 563 are significant B2B trade fairs. Growth rates of more than 15 % are currently achieved.

中亞 中國 中國 歐 盟 歐盟 北美自由貿易區 北美自由貿易協定 中東北非 東南亞國協 東盟 中東北非 南方共同市場 南方共同市場

歐洲展覽的特色 規模宏大 歷史悠久 多為專業展 國際化程度高 德國為重鎮 可退加值稅 展品通關便利

美國展覽的特色 Most organized by associations Meeting facilities provide space only, they do not create shows Most convention centers are owned by cities, Trade Show = trade only B to B (closed to the public) Consumer Show = open to the public B to C

Comdex 1979-2004 Introduction 1979 approximately 3000 attendees Growth 1980s through mid 1990s Maturity 2000 with 200,000 attendees Decline/Death 2003 with 125,000 attendees CANCELLED 2004/2005 MediaLive bankrupt in 2003

Consumer Electronics Show Absorbed Comdex’s market Largest show in US 2006 110 countries 150,000 attendees 2,500 exhibitors

International Association for Exhibition Management Organized in 1928 Represents the interests of over 3,500 individuals tradeshow and exposition managers around the world. Mission Statement: IAEM promotes the unique value of exhibitions and events and is the principal resource for those who plan, produce and service the industry.

展望與結論 展覽仍將是無可替代之行銷利器 展覽的發展趨勢 專業化：展出的產品越來越專業 國際化：主辦單位將採國際合作 密集化：相似之展覽檔期相互連接、集中 多國籍公司將自辦 Solo Show 中國將為未來的主戰場

Q & A