Lead: This statement from the International Exhibition Association Executive Vice-President Mr. Chen Xianjin on global Tenth China International Expo Festival:

       I told everyone to pay three points, one inside by the outer jacket, foster cultural wisdom and trade exhibition. The second is radical reform, the return of the essential function of trade exhibition, the third is the times, grasp the development of trade and economic development of hot spots.

German President Angela Merkel's visit to China, the first stop to Chengdu, he made one thing to Chengdu first market to buy bean paste, chili bamboo shoots and other ingredients, then cook him with Chengdu Sichuan dishes made famous Palace Baoji Ding, then relish. Then to Beijing to see China Jintao, and the Prime Minister were the last of mutual economic and trade negotiations. See the complete national leaders later, he went to Tsinghua University, made a very important speech, in his speech, he cited his own experiences growing up in Germany, raised hope China is more open, more diverse, more free topic. This is a sensitive topic.

Merkel's visit to China from the point of view of things, we can see that Merkel shows the wisdom of a national leader, in today's society, everyone can see that we called glocalization, we fancy slaughter work and life could and people of different cultures interact in the physical space and virtual space, with a very important cultural wisdom. Merkel's wisdom on this point has been reflected most vividly.

Cultural wisdom has four elements, one motive, it has adapted to the nature of learning and different cultures, willing to accept the challenge and contribute their own advantage. The second element is willing to learn from each other's cultural knowledge to understand the connotation of values, religion and other cultures. The third element is to see change, according to their understanding of different cultures, to adapt the time, local or other scenarios or form. The fourth element is not sitting pontificating, but rather from the practice. According to the principles of cultural change language or non-verbal expression, action performance proud of the way the other side. So one of the four elements of a culture of wisdom, I believe that in today's exhibition industry, we do trade exhibition good, do activities or, the other way to do good, are very instructive. This is not only national leaders should have the quality, as the exhibition should also have such qualities.

The second problem, the root, the essential function of trade show regression. Leading speakers have talked about above exhibition features, expectations for the exhibition, as well as the influence of both the exhibition speaks very well, I feel that we were afraid to do exhibition work can not just be satisfied with big features of the exhibition understanding. Now we do have talked about exhibition Exhibition business card of the city, is a city of the window, it is a city with a competitive performance. This is certainly also right, but if you talked about the exhibition is the engine of economic development of a city, which is debatable. If we mention the pilot of modern service industry, the exhibition bear a lot of weight. Of course, 1: 8,1: 9 this number can be further explored. My own view, if you do not prepare themselves, how to impact. So, we still talk about the trade show, exhibition we have a lot, I talk about trade and economic development is not also the need for radical reform, return to the essential function of exhibitors.

The first is the positioning of exhibitors, exhibitors are investors, we must remember that they are invested box, they invest time, booth design, decoration and their abilities. There is the consumer. The second is to predict trade show planning, development of each development law is a certain regularity. A product, the one industry or, have their own development process, the process of maturation and decline. Because of these processes, so we have to trade and economic development forecast, for example, do once a year, and some say do twice a year, or four years to do once, or several times a year to do, which are based on We expect the economic and trade development. Who is the protagonist of the show, in the past we have a saying called the government to take the stage for enterprises.

But we look again, who is the protagonist trade exhibition, exhibitors and visitors, where professional audience is the protagonist of the protagonist, the protagonist of visitors protagonist Why watch this show. I used to in Europe and the United States after the survey data illustrate the problem, the needs of 66 percent of visitors are motivated to learn with, 69% with the purchase of motivation. Buy in the first place that I want it new, I went to this show to know what is epistemic. Second place is experience, interaction, and the third is to discuss, I hope and experts contact, fourth place is help, hope to see the exhibition can help solve the program, which is ranked the importance of buying demand. Exhibitors before purchase, which buy goods with each of us is the same, as we want to buy a refrigerator, the first is to build up awareness. Second, comparison, there are so many brands, I am from the price, features comparison. The third is to narrow the scope. The second requirement is to learn the needs, in the end what is the learning needs, ranked first in the industry trend, the inherent information industry, face to face contact second place and the third is the need to work better through learning, The fourth place is hoped to learn the future, personal experience faster growth of individuals.

From the exhibition visitors learning needs and purchasing requirements, we can see these needs in the exhibition is how to meet, one at the exhibition site latitude, the second is the latitude of the booth. The most important exhibition site is interactive product demonstrations, and second, interactive hands-on, three is gathering information, watch the exchange Fourth, Fifth, and old customers to negotiate, six new customer communication. They hope to one exhibitor presentation, communication, also hope to have small-scale meetings, non-entertainment theater show.

Why these exhibitors will be participating, through which channels they receive information, and finally let him determined to take time to visit the exhibition, decided to show the most important thing is the show convincing, reflected in three points, one of the show is well known, the second is this exhibition reputation is very good, very high level for all three exhibition. Second, this exhibition is to provide opportunities for face to face, that is, capable of docking operations, came in third place is this exhibition and related business-related degree he is engaged, came in fourth place is innovation, the fifth It is in front of procurement requirements. These factors are obtained from which the channel with the first channel to get the individual channels, personal e-mail contacts, word of mouth, individual requirements, which is ranked first, second is industry, third bit is the sponsor information, sponsor messages, websites, fourth place is the Internet.

Therefore, to prove the value of the organizers of this exhibition, we think, in the first place is the highest target market sales purchase agreement the customer needs, and second, the audience can prove the quality of the report, the third is to assist the exhibitor's done organization of work, such as the reception buyer, the buyer of the arrangements, the four is to provide analysis tracking reports.

Sponsor of content marketing, we do not known exhibition brand marketing, we called content marketing, now a story has played a very important role in the exhibition of marketing in, so we defined as all marketing tools must be content and share On innovation, the goal is to ensure that present or future customers to participate. You do content marketing must be innovative in content, many multinational companies have proposed the establishment of community exhibition concept, and why? Because our organization show a year three or four days we have 365 days a year, so the 365 days in a year's time and how our exhibitors and visitors to keep in touch, which is our key to the spread of content. Content marketing is the premise of high-quality, valuable information, the effect is to allow customers to always maintain focus.

Three times, grasp the development hotspots and trade development.

The first one is the trade fair globalization. Globalization in the ascendant, the trade show has a big trend. Second, the use of social media challenges and impact on traditional marketing representatives and trade development. Third, the development of online and offline. Fourth, sustainable economic development trade show. We will not change the situation, I always cite the example is the music industry, music industry change for decades, it becomes all the more can not understand what kind of development is a trend, we are a show, in the end what will happen in the future, particularly now that many multinational companies have come with us to do the competition in the traditional trade exhibition, which will bring about what kind of impact. Fifth, the younger generation with the economic and trade development. Young people will not like us love our trade and economic development, 20 years later, and now these children are only 10 years old or 5 years old, these children's digital technology play better than us, they become part of our main successor, Our trade and economic development will not be such a situation. Sixth, experience and personalized exploration. All exhibitors to here wants to be a star, if you do not give star treatment tomorrow will not necessarily come. Seven pavilions rebalancing supply and demand.

    Three to five years is the fact that our pavilion oversupply, which is the pattern of the whole of China and even the world exhibition exhibition pattern have an enormous impact, it will bring a re-balancing of the era. So, the question we need to think, I made the cake and grab the cake, is capable fisherman or both ways. Eight is how government functions. Not only is the Commerce Department or other government departments in the transformation of government functions have the approval of the system into a filing system, and even approval system becomes other way, which has been piloted in other cities. In the past we are in a fully competitive state, visible hand and invisible hand are the same in.

    Conclusion: The international exhibition is open culture, equality, tolerance, diversity, learn from each other and be tolerant to diversity of cultures and international exhibition Fountainhead.

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