1、Unit 3a Trade fairsExhibitionTrade fairInternational exposition,special segment of an industryConsumer showB-to-C expositionGeneral public as visitorsMixed showOpen for trade and public visitorsFairEarliest type of market,direct sellingExpositionGeneric terms,interaction of buyers and sellers,displa
2、ying goods and servicesTrade showB-to-B expositionTrade visitorsWorld ExpoWho makes money?lOrganisers Managing their own eventsManaging events for otherslAssociationslGovernmentslVenueslService providersFreight forwardersStand contractors.outside the industry?lTravel-relatedAirlinesHotelslLocal serv
3、icesRetailersRestaurantsLocal transport serviceslTaxislTrucking companieslRegional economies Exhibition halls+in hall services10%Hotel26%Retail23%Other4%Stand contractors8%Exhibition organisers9%Transport/storage17%Restaurants/bars10%Who makes the money?Source:Economic Impact of Hong Kongs Exhibitio
4、ns Industry,2002How do organisers make money on exhibitions?lOrganisersRe-sell spaceSell advertisingCollect cash in advanceSize is a key determinant of profitabilitylLarge shows are very profitablelOverhead doesnt increase much as show size goes uplAlthough largest single expense is hall rentalHow d
5、o venues make money from exhibitions?lVenuesRent space to organisersRun catering outlets and other servicesCollect other service feeslTelecomslParkingA big money-earner at some venuesbut there are other measures for venueslIn most places in the world,exhibition centres are built by local governments
6、 as part of the city infrastructurelThey are not necessarily required to make a return on investment.Although they are expected to pay their own operating costs.lThis has led to over-building in some placesChinaUSA questions over real return on investmentHow do third parties make money from exhibiti
7、ons?lWork with organiserslBecome official hotels or carriersProvide travel and accommodation services to participantslExhibitorslVisitorslTheir families and friendslBuild standslShip freight in and out for exhibitorslThe situation worldwide 2002 (according to UFI,the global association of the exhibi
8、tion 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 AsiaAnalysis limited to major business-to-business events onlySource:UFI/BSG 2006 report:“The Trade Fair Industry in As
9、ia”No.of exhibitions in 2005Estimated annual size in net sqmAverage size(net sqm)Total space sales vs.2004China5644,065,0007,20714.5%Japan 4732,273,0004,8047.8%Korea139522,0003,7532.5%Hong Kong 56501,0008,9430.0%India128462,0003,6037.9%Chinese Taiwan58329,0005,6639.0%Thailand57274,0004,79542.6%Indon
10、esia56192,0003,41455.1%Singapore52175,0003,347-2.9%Malaysia52166,0003,18050.0%Philippines62125,0002,0073.5%Vietnam4162,0001,510119.2%Pakistan1741,0002,4017.4%Total1,7559,187,0005,23112.1%China:Market of the future for exhibitionslForecasts for China say that within ten years the exhibition industry
11、will belong to one of the ten most powerful market segments in China.lIn 2006,61 major international exhibition centres are in place.lApproximately 2,500 exhibitions take placeOf those,563 are significant B2B trade fairs.lGrowth rates of more than 15%are currently achieved.Words&expressionswexhibito
12、r n.参加展览会的厂商、公司，参展者，参展商wvisual presentation 直观展示（会）wprospective adj.可能的，未来的，预期的wtechnical superiority 高技术含量wexposure n.（媒体）宣传wtop drawer 一流水平，最高地位，最上层，顶级waccessories n.装饰品，首饰，衣饰whand-picked adj.精选的，仔细挑选的wheadlines n.头版头条新闻，头版重要新闻wstand n.摊位，展位wcatering n.餐饮（服务）wshowcase n.&vt.展示精华的活动、场所，供亮相的地方；展示，展现
13、wshowcase event 展示精华的盛会wmail order邮购wmail order house 邮购公司winterior designer室内装饰公司wconvention n.（大型）会议wChristmas ball圣诞舞会wgourmet adj.（食物）精美讲究的wper head每人，按人，即位Exhibiting at a trade fairwBenefits for exhibitors:wMedia exposure for the industry as a whole and for specific companieswAn opportunity to
14、show their wares to an interested publicwTo find out what is happening in the industry and to evaluate the competitor.wBenefits for visitors:wThe ease of judging relative standards and prices,an opportunity to find out what is happening in the industry,the convenience of everything in one place,a ch
15、ance to talk to exhibitors.Replying to an enquirywWhat information might trade fair organizers include in a standard letter of reply to enquiries about an exhibition?wDates,duration,location,size,focus(for trade/public),stand size,cost,facilities(car parking,catering)etc.Organization of letterswStan
16、dard letter phraseswIn addition to knowing layout and standard openings/endings(e.g.Dear Mr.Brown,Yours sincerely),you need to know standard letter phrases such as:wReferring to previous correspondence:wThank you for your interestwFurther to your letter ofin which youwAs requested,wStating the purpose of your letter:wI am writing towI would like towEnclosing information:wI enclosewPlease find enclosedwEnding the letter:wIf you require any further information do not hesitate to.wI look forward to
