First, the city profile

Hannover (Hannover) is the capital of the German state of Lower Saxony (Niedersachsen), and in 1241 began to build the city, an area of ​​2.03 million square kilometers, population 510,000, is Northern Germany an important economic and cultural center. Hanover is located Leine and German canal Interchange North German Plain and German mountain connection, the German north-south and east-west rail lines intersect here, it is very busy influx of water and land transportation hub.

Hannover industrial manufacturing highly developed, is Germany's automotive, machinery, electronics, chemicals and other industrial centers. In addition to the Continental Tire's automotive industry, Volkswagen commercial vehicles, Varta batteries and WABCO vehicle control systems, the world's famous paint manufacturer ZERO (Zellers Philippines) Corporation, Tianjin German companies are also wind root Hanover . Deokjin wind root company's engineers developed the PAL TV system, as used by many of the world countries. In the insurance financial industry, Hanover Insurance Group, Hannover Re, Hannover unified insurance and financial advisory firm AWD have their headquarters here.

Hannover's exhibition industry and tourism are also famous, Europe's largest travel organization TUI's headquarters is located here. From 1947 the British military government ordered the industry held the first since the Industrial Fair, Hannover Messe has become the world's largest industrial fair. Meanwhile, the local organizing the world's largest IT exhibition CeBIT every year. In 2000, there is also organized the World Expo. Hannover specializes in organizing specialized industrial exhibition, there is in the world's top five in three exhibition held in Hanover, and the size of its exhibition space in many areas of basic industries are the largest in the world.

Hanover, has been known as the International exhibition of all, we must undertake more than 300 international conferences and exhibitions every year, especially after the 2000 World Expo, whose reputation is spread around the world, further established its position as the "Capital of the World Expo "" exhibition kingdom "," exhibition city "," International Conference on capital "status.

    Second, the industry data base

Hannover Exhibition Centre is one of the old city, not only has the world's largest stadium, and has the world's top brand professional exhibition, the exhibition industry has been very mature. According to the Shanghai Exhibition Research Institute released the "2012 Chinese and foreign exhibition industry dynamic assessment annual report" in the world's top pavilion, the most competitive and global group hundred Expo 27 exhibitors and strong three-dimensional indicators "Lianzhongsanyuan" may be referred to International Convention for the first-tier cities, Hanover score immediately after Frankfurt, is one of the strongest global convention city typical.

Headquartered in Hanover, Germany's Deutsche Messe AG was founded in 1947, has the world's largest exhibition venues - Hannover Exhibition Center, the company's exhibition theme mainly capital goods. Hannover Industrial Fair held annually is the first world-scale exhibitions, while Hannover consumer electronics, information and communications Expo is the world's most influential exhibitions. As one of the world's leading exhibition company, which has 790 employees, 70 overseas branches and offices worldwide. Hannover Exhibition Center a total area of ​​one million square meters, first-class infrastructure. The company's annual revenue reached 250 million euros. With rich experience in organizing exhibitions and innovative exhibition concept, Deutsche Messe AG held more than 50 games each year of professional trade shows, attracted 3 million from more than 100 countries and 41,000 visitors and exhibitors.

According to the German Trade Fair Industry Association (AUMA) statistics, from 2010 to 2012, the total number of exhibitions held in Hannover, Germany accounted for the proportion of basically maintained at between 5% to 7% decline in 2012; organized international exhibitions Germany accounted for the total number of international exhibition of proportion substantially between 9% to 12% in 2012 also decreased (Table 1).

2010-2012, a total exhibition area of Hanover were 80,139 and 830,000 square meters; total exhibitors were more than 20,000, the highest close to 30,000; the average annual audience of 170 million or more; foreign exhibitors Suppliers proportion averages about 30%, the average proportion of foreign visitors at about 18% (Table 2).

2013, according to data released Messe AG, its sales revenue hit a new high for decades, will reach 317 million euros, 255.5 million euros in 2012 on the basis of an increase of nearly 70 million euros, the company's annual revenue amounted to 11.5 million euros. Chairman of the Board of Deutsche Messe AG Feng Rui solid (Wolfram Von Fritsch) noted that in 2013 the Events show dynamic Hanover exhibition industry of steady growth, according to all relevant indicators, Hanover exhibition has been successfully achieved three years of sustained growth, such as no accident , 2013 Hanover fair performance will be better than in previous years, including as the key performance indicators of earnings before interest, tax, depreciation and amortization (EBITDA) has reached a high level of 35 million euros, according to this level of growth will be achieved by 2014 Hanover 2011- 2014 revenues in excess of the sum of the exhibition industry target of 10 billion euros. 2012--2013 year, Hanover in foreign markets added 26 large commercial exhibition activities, including at least five events will bring profit for the 2014 year, foreign market development will maintain 20% growth rate, Messe goal The average annual growth rate is maintained at about 4.5%.

   Third, the professional facilities

Germany can host a total of 22 inter-regional exhibition galleries and international exhibition hall a total area of ​​2.7 million square meters. Among them, the Hanover exhibition center and supporting professional facilities second to none.

 

1, Hannover Exhibition Center

Hannover Exhibition Center is the world's largest exhibition center, with 496,000 square meters of indoor venues, 50 008 thousand square meters of outdoor space, 27 shops and a has 35 function rooms of the convention center as the world's largest exhibition venue, which can accommodate about 26,000 exhibitors and 2.3 million viewers. The latest completed the 27th exhibition hall located in the southwest corner, exhibition area of ​​31,930 square meters, cost 61.4 million euros. 8,9 Museum, the Museum on the 13th and the 26th Hall are unique architectural style.

It is worth mentioning that the exhibition hall building as well: an area of ​​16,000 square meters wooden structure EXPO Canopy, built and renovated during the 2000 World Expo in 1958, a new landmark Hermes Tower, and Exponale Europe's largest city footbridge communication Highway and Hall 8. Each venue can be carried out according to need flexible space, the middle of the glass corridors and escalators channel connection, stadiums are equipped with many leisure facilities. Conference center is divided into 35 function rooms, equipped with modern exhibition, conference facilities. Particularly futuristic conference center needs to change according to different spatial distribution, won the "Best Venue Award."

 

2, Hannover Convention Center

Hannover convention center with nearly 100-year history of the ancient town hall and its dome hall and banquet hall, not only in the most advanced level in technology and equipment, but also with a modern multi-purpose hall directly adjacent. It has four multi-function hall, seven ballrooms and 30 meeting rooms, together constitute an area of ​​about 10,000 square meters, including 15,000-seat events area. Conference Center has a unique and privileged location, various modes of transportation are within easy reach, and the city park area enjoying the green surroundings.

In terms of transportation facilities pavilion, Hanover has a well-equipped, the largest private passenger two train stations in Europe, as well as a dedicated freight station. Freight Station with a large heavy cargo handling equipment, energy, and a number of regional passthrough each exhibition hall. There are respectively connected to the airport and the train station with two metro lines, direct access to the northern entrance to Expo, the Expo Center's parking for 50,000 cars, of which there are 8700 covered berth. There will also be a heliport. One to the city, the city's traffic on the green light for the exhibition, Line subway opened, the Hanover exhibition center designed for large-scale exhibition also provided a helicopter platform, the exhibition who can even take a helicopter to get there.

    Fourth, the main exhibition

Hannover Messe is responsible for coordinating and preparing all the exhibition held in Hanover, more than the average annual international exhibition hosted twenty, almost every month there are one or two big exhibitions. Hannover held every year dozens of large-scale exhibitions, attracting exhibitors and visitors from all over the world come here. The international exhibition include:

l Hanover computer and IT fair (CeBIT)

l HANNOVER MESSE (HANNOVER MESSE)

l floor coverings Hanover International Fair (DOMOTEX)

l Hanover Amateur Radio Equipment Exhibition (INTERRADIO)

l Hanover International Agricultural Technology and Equipment Fair (Interaspa)

l Hanover International Fair of Architecture and Interior Design (Contractworld)

l Germany Cosmetics International Fair (COSMETICA)

l Hanover wooden crafts and Processing Equipment Expo (Handwerk Holz & mehr)

l Hanover International Logistics Technology Exhibition (CeMAT)

l Germany International Fastener Show (Fastener Fair)

l entertainment and shopping Hannover Fair (ABF)

l Hanover International Elder Care Healthcare Supplies and Equipment Exhibition (Altenpflege)

l Hanover International Agricultural Machinery Exhibition (AGRITECHNICA)

l International Education and Training Exhibition (didacta)

l Hanover International Advertising Supplies & Gifts Fair (PROMOTION WORLD)

l Pet Fair Hannover (Heimtiermesse)

l Hanover indoor garden style fashion exhibition (GARTEN & AMBIENTE)

l International Woodworking Machinery Exhibition in Hannover, Germany (LIGNA)

l Hanover spring house transformed into a modern Decoration Exhibition (Bauen + Wolhnen)

l international sheet metal working technology exhibition (EuroBLECH)

l Hanover European International Machine Tool Show (EMO Hannover)

l infant supplies Hannover Fair (Infalino Babymesse)

l European biotech Hannover Fair (BIOTECHNICA)

l Automotive and Parts Exhibition Hannover (AUTOSALON)

l Hanover Commercial Vehicle Fair (IAA NUTZFAHRZEUGE)

l Hanover life, hunting and equestrian fair (Country)

l Hanover autumn building renovation and financing consumer exhibitions (bauen + wohnen)

l Christmas gifts Hanover International Fair (Christmas)

l Hanover International Livestock (Racing) Fair (Gala-Nacht der Pferde)

l Poultry Fair in Hannover, Germany (Deutsche JunggeFlue)

l getaway Hannover Fair (ReiseZeit)

l Hanover Dental Surgery and Laboratory Equipment Exhibition (Dental informa)

l Dog Breeders Hanover International Fair (IZH)

l Creative Design Hannover Fair (infa kreativ)

l Hanover information and sales exhibition (infa)

l camping and camping supplies exhibition Hannover (Caravan & Camping)

l Hanover Lifestyle Products Exhibition (LEBENSART)

l Hanover Natural Environment Health Exhibition (Bewusst leben)

l energy-efficient buildings and modern architecture Hannover Fair (Energie Spar Tage)

According to the Union of International Fairs (UFI) statistics, 21 major exhibitions held in Hannover in 2012 a total exhibition area of ​​955,000 square meters, exhibitors reached 24,000, of which nearly ten thousand foreign exhibitors, visit the total audience of 1.83 million people, foreign visitors to 32 million (Table 3).

 

 

    Exhibitions in the world's top five, there are three, held in Hannover, including Hannover Industrial Fair (HANNOVER MESSE), Hanover computer and IT fair (CeBIT) and Hannover European International Machine Tool Show (EMO Hannover) and the like. For example, as one of the most influential global fairs, the Hanover Industrial Fair 2012 in the main exhibition area of 170,000 square meters, 4872 exhibitors, of which foreign exhibitors 2261, the audience of up to 18.3 million people. 2013, Hannover Industrial Fair "integration of industry" as the theme, through industrial automation, energy, digital factory, industrial green technology and other 11 sub-themes, the interpretation of "integration" Prospects industry. Exhibition area of over 236,000 square meters, a total of 6,550 exhibitors from 62 countries and regions worldwide exhibitors, the scale of the past 10 years the most. Among them, the exhibitors from China's more than 730, exhibition area of 12,000 square meters, exhibitors scale second only to Germany's second exhibition group. Hannover Industrial Fair in recent years exhibited in Table 4.

(HANNOVER MESSE), according to official information released by the Hanover Industrial Fair, the professional visitors from 93 countries, with a total number of nearly 220,000, of which more than 93% of trade visitors, showing its large proportion of professional visitors, which in general the exhibition is not common (Figure 3). More amazing it is that in a period of just five days, exhibition, business contacts, negotiations and reached the number of direct commercial intent reached 5 million. Meanwhile, the media attention this exhibition can be described as powerful, have come from 50 countries, 2,500 media personnel, including 20 percent of media members from Germany abroad.

 

CeBIT 1986 is separated out from the Hannover Fair, and now has become a flagship and a new fashion exhibition industry pioneer. 2012, CeBIT exhibition area of ​​155,000 square meters, exhibitors 3573, foreign exhibitors 1711, accounting for 47.9%, visiting audience of 31.1 million people, of which, the foreign audience of 5.1 million people, accounting 16.4%. In the 2013 CeBIT, from more than 70 countries and regions, more than 4200 exhibitors to discuss how to "cloud work and life" (Work and Life with the Cloud). CeBIT 2013 for the first time established a digital business, digital life, digital government and digital lab four galleries, opened a total of 17 exhibition halls and four outdoor area, the exhibition of world-renowned companies, including IBM, Microsoft, Intel, Google, Alcatel - Lucent, Vodafone, Nokia, Siemens, SAP, Samsung, Hitachi, Asus, HTC, Gigabyte, etc. According to preliminary statistics, a total of nearly 500 Chinese companies participated in the exhibition, the exhibition area of ​​6,500 square meters, the number of exhibitors and the exhibition scale has expanded in the previous year. Huawei, HW, TP-Link, Digital China, HKC and Fen and other well-known Chinese enterprises are at the CeBIT exhibition presents the latest technologies, products and solutions.

 

 

V. Industrial Policy

Hanover exhibition industry developed the driving force actually comes from the government's attention and support. In the exhibition industry is very developed in Germany, many of the city government in general will be the exhibition industry as a pillar industry to support.

The first is the policy inputs, such as taxation, land use and investment and other aspects of the exhibition industry to give a series of incentives and preferential policies. Followed by economic inputs, such as large-scale exhibition venues, investment, land investment, investment companies and other exhibitions. Government invested part of the funds involved in the construction of venues, to relieve investors of investment pressure. Hannover Exhibition Center in Germany and many other exhibition centers are government holds some of the shares, and the main exhibition directly operated by the company. Several major German exhibition companies are government-backed, government efforts to support the exhibition industry greatly. For example, the two major shareholders of Deutsche Messe AG - Hannover, Lower Saxony state government and the municipal government, holds 49.83%, respectively, of the shares. In support of the government, Hanover exhibition company gradually develop and grow, which led to the entire city's booming exhibition industry.

In addition, the German government actively support enterprises to foreign exhibitors, helping German companies to expand overseas markets. Under government funding, guidance and coordination, an annual German exhibition industry organization about 5000 German companies to participate in more than 200 foreign professional exhibitions, in order to develop their business in Asia, South America, North America and Eastern Europe and other overseas economic growth in the region.

   Sixth, industry management

German exhibition industry has established a sound management system, features a state-level exhibition management agencies - the German Trade Fair Industry (AUMA), with its headquarters in Berlin, on behalf of exhibitors, visitors and exhibition organizers tripartite interests , with strong coordination, supervision and management role, their responsibilities with a unique, nationally and authoritative features. Hannover's exhibition industry to accept the German Trade Fair Industry Association (AUMA) unified management.

In order to maintain a fair and orderly market competition, AUMA category of the exhibition, extension, location and other aspects of the show are coordinated to ensure good cooperation of exhibitors, visitors and exhibition organizers. In order to ensure transparency of the German Trade Fair, AUMA has developed a lot of rules and regulations, and according to the current exhibition of quantity, quality, technical means, purpose, required adjustments and improvements. Under the harmonization of AUMA, the German goal each fair is very clear, very little duplication event. AUMA also the communication between the government and bridge the exhibition industry, such as AUMA asked people around the world to inspect the exhibition and written reports, the German government-sponsored domestic enterprises overseas exhibitors to provide a good recommendation and very important reference.

Fairs and exhibitions audit company data resources (FKM: die Gesellschaft zur freiw illigen Kontrolle von Messe-und Ausstellungszahlen) is another important exhibition management agency, which is governed by AUMA by independent inspectors exhibitions organized by the institution to review the number of exhibitors, exhibition area and other data, and the results of the review published annual report. In addition, professional associations such as fairs and exhibitions (FAMA: der Fachverband Messen und Ausste-llungen eV), exhibition construction professional associations (FAMAB: der Fachverband Messe-und Ausstellungsbau eV), also make the management more perfect German exhibition organization .

Generally speaking, Hannover's exhibition industry management has the following five basic characteristics:

1. Market Operation

Show all companies operating in the mode of operation to take, rather than by the government swept the implementation of market-oriented operation, the enterprises operate independently. Government in the development of the exhibition industry in major bear adjust task to develop market rules. While providing construction and the necessary funding support, although the larger shares held by the company responsible for the operation but the main basis of independent, self-financing, the exhibition industry to achieve survival of the fittest.

2. Industry Management

According to the characteristics of different industries and product categories, refine Convention and Exhibition Industry, organizing different kinds of exhibitions, to meet the different needs of businesses and customers, and gradually formed a unique regional exhibition brands. For example, IT exhibition in Hanover and Berlin Consumer Electronics Show, although the same professional, but also a clear distinction between audience, the former buyers and other professional customer oriented, the latter to the end consumer as the main target. MICE agencies also gradually evolved a more specialized. A growing number of industry associations to subordinate themselves to show all or part of the professional exhibition company to operate the business, forming a group in the international competitive exhibition companies. Exhibition staff more professional, all exhibition companies are professional talents where they good business, vision for the development of exhibition industry provides a security personnel.

3, brand marketing

Each participating products are coordinated by the organizers and the exhibitors, visitors, various federations, associations, evaluation, after the launch of the screening, and according to market changes and consumer demand and make timely adjustments update. For example, the Industrial Fair every spring, until now has held more than 50 sessions, helping to create a lot of famous international brands. Every spring in Hannover CeBIT, like huge magnetic field, including Germany, has attracted nearly a hundred countries around the world exhibitors and visitors, a comprehensive display of digital IT, home and office communications solutions innovations program areas.

4, international operations

Hanover exhibition organization, give full play to the edge, place advantage through international investment, attract more powerful organizing international trade exhibition of German foreign institutions to showcase modern scientific and technological achievements. While focusing on international cooperation and exchanges, participation in the exhibition industry to foreign competition, and some direct hosting the exhibition in a foreign country, and some co-exhibition presence, as well as the exhibition was hired guide.

5, diversified operations

Exhibition company diversified operations. In addition to hosting the exhibition "Opus Dei", but also pay attention to make full use of space, human and environmental resources, often hosts various sports competitions, cultural performances, festivals and other social activities to further promote the development of related industries, the formation go hand in hand, promote each other mutual development of the business structure. Hannover Exhibition Center held not only industry exhibition, also held in other major festival activities.

   Seven public service

Hanover area have an excellent public service. The area occupies the hub of transportation networks in Europe, which is one of the important reasons to enhance the economic value of the entire region. A2 through local and the A7 motorway is the most important highways in Central Europe. Take the Deutsche Bahn intercity express train can reach all the important areas of Germany. Hanover airport with more than 100 of the direct route. While Germany's longest artificial river Canal du Centre from Hanover and the contact on the European continent's most important seaports and river ports.

Hanover's public transport company (GVH) annual passenger capacity of 190 million passengers. Public transportation comfort and convenience: According to the 2010 survey results serving the whole of Germany showed that the short-range passenger transport Hanover in 15 major cities topped the list. Hannover Transportation Enterprise Co., Ltd. (üstra) bus and light rail network is the company's most important GVH passenger service provider, is also the first full compliance with EU environmental regulations for ecological monitoring provisions of German transport companies. Since 2011, hybrid buses have been introduced in line with the EU is currently the most stringent environmental standards.

In addition to well-developed rail traffic, Hanover's public transport network is also a model of the German public transport. 10 suburban lines and six rapid suburban lines to suburban and urban Hannover well connected. Traffic in the city is the 14 rail transit (MRT) lines and more than 100 bus lines form. The subway is where the main public transport, it extends to every corner of the city. Kröpcke metro station in the heart of a total of three, and all subway lines stop here.

At the same time, efficient logistics network is one of the most important basic safeguards Hanover exhibition activities. According to the Fraunhofer Institute in 2009 a research showed that, in the Hanover area is one of Germany's most dynamic logistics center, and its importance not only across the region, but also important in the international arena. Experts point out that its good macroeconomic framework, complete infrastructure, reasonable cost and geographical location of choice for investors. Today, the logistics industry in the Hanover area offers approximately more than 40,000 jobs.

In addition, Hannover also has four ports, Germany is the largest inland port in North Germany. Hannover Airport is Germany's second largest connector in Eastern Europe and Germany's Frankfurt Airport (Hannover Langenhagen International Airport).

According to data provided by the website Welcome to Hannover, Hannover region has more than 700 hotels, including six five-star, four-star 141. Diversify its hotel style and size, according to exhibitors and visitors to their own needs, choose the most suitable hotel price.

   Eight, education and scientific research

Hannover Exhibition attaches great importance to train professionals, selection and introduction of many professional institutions with a convention, exhibition systems teach theory. Its exhibition is basically oriented education to cultivate and take the training model of cooperation with the group of exhibitors, namely students, mostly from various exhibition company, through learning and training and then back to the original company. At the same time, the exhibition attaches great importance to the role of the practical aspects of education, and the productive labor and teaching training combines outstanding students practical ability.

While the government will give grants to organize the annual exhibition industry training, communication and discussion questions. Germany AUMA has established a system to create a complete professional training programs and content, respectively, through classroom study, work practice, participation in association activities, etc., to update ideas, clear operation mode, grasp the aspect of work, improve work efficiency. After passing the examination, issued qualification certificates. Strict training system for the healthy development of exhibition industry has laid a solid intellectual foundation to make it in the competitive world exhibition industry occupies an absolute advantage.

   IX Experience

Hanover is one of the world's most important exhibition cities, its operations management experience exhibition industry should be promoted and reference.

1, government support, industry management

Deutsche Messe AG is one of Germany's largest exhibition companies, municipalities accounted for 49.83% of the shares, whose main task is behind the plan, stage support and macro guidance, the company does not participate in profit sharing, only from the convention and exhibition industry and related industries increasing tax obtain benefits, most profitable investment for the further development of the exhibition industry. Every organizing large-scale international exhibitions, top government officials attended the opening ceremony, authorities often investigation, reflect the situation and revise and improve relevant laws and regulations, coordinate and solve problems encountered in the development. German Trade Fair Industry and exhibition companies as the government agency responsible for information transfer large international exposition, referral arrangements, publicity and consulting services related to coordination issues, safeguard the interests of all parties operating in the exhibition industry for the development of exhibition industry provides rely on strong.

2, facilities, service system

Hannover Exhibition Centre, as the world's largest exhibition center, with 496,000 square meters of indoor venues, 27 shops and a has 35 function rooms of the conference center. Exhibition center convenient transportation facilities to advanced, with dedicated access road trains, trams and easily accessible, connecting the airport, the central train station, the merchants directly to the exhibition grounds. Simultaneously with multiple parking, one can park close to 40,000, to meet the needs of customers. At the same time, thoughtful and meticulous service system, improve public facilities.

3, a sound legal, logistical support

Germany is a country ruled by law, convention and exhibition industry also has a complete legal system, including the "Law", "Public Safety Law", "Intellectual Property Law" and "Trademark Protection Act" and other acts of self-discipline to make the exhibition industry norms. "Company Law" for exhibition companies and exhibitors to have the appropriate qualifications, the exhibition conditions and should bear the legal responsibility have done clearly defined. "Public Security Act," What kind of show do have a uniform operating standards, including quality system, security system, efficiency evaluation system and so on. "Intellectual Property Law", "Trademark Protection Law" and industry standards, according to standards, norms and self-discipline requirements of the Convention and Exhibition activities for the entire supervision, and accept social complaints, to ensure the exhibition activities to achieve the desired effect.

4, the overall positioning, brand promotion

Hannover rise against the exhibition industry, and therefore, the positioning in the industry, the exhibition industry as the city of Hanover themes and characteristics, "Fair City" as the city of Hanover characteristics to "creative, green, culture," as the city of Hannover spirit. In Hanover train station platform, he called it just hung big signs, everywhere in the city can appreciate the fair atmosphere. Hanover municipal government has also established a "Fair led urban development" city development strategy, established a city marketing company that specializes in selling urban culture and spirit of the city. Many of its specific tasks, including to attract investors, create city identity and enhance the tourism appeal of the city, raising the city's visibility and so on. Local media pointed out that "Hannover exhibition industry is the world's loudest city brand", which is actually consistent Hanover.

At the same time do a good job overall positioning, Hannover show the importance attached to brand building, brand-name listed before, must first trade fair for technical verification, quality inspection and safety assessment this road mark. If found not standard, unqualified, not advanced problem, do not grant patents registered nor marketed. As Hanover global computer and electronic communication products Expo demonstrated by thousands of newly developed products are inventive, we gathered experts from around the world appreciate transaction, selling products will henceforth legendary. German brand-name products at the same physical display, but also arrange online display, designed to launch more consumers to participate in evaluation, referral and promote the continuation of the brand.

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