Brand Show and Development Direction – Exhibition, brand, reputation – footwear industries
Brand exhibition is a certain scale, to represent and reflect the industry's developments and trends, the industry has strong guidance and influence of the exhibition. Brand represents the scale, reputation and corporate image. If you only do a show once, usually it is very difficult to profit, and only create brand, next to running the current session, it may be profitable. From all indications, both now and in China in the international arena, branding will be the future development of exhibition industry trends. With the 2008 Beijing Olympics And the 2010 Shanghai World Expo will be held at Expo China will set off a wave of large brands.
Compared with the normal show, brand exhibition has four basic characteristics: First, high visibility. Brand exhibition in a certain area with high visibility and greater influence, is generally recognized and accepted by the industry. Second, the scale has good results. Brand show obvious results, will attract many exhibitors and professional audience participation, we should also have a number of booth size. Third, with strong authority. Brand show have some forward-looking and predictability, there is a clear market and the professional audience, but also provide the professional market, covering almost all of the information. To some extent, it could represent the direction of the industry, with a strong reputation and credibility. 4 is a specification Service And improve function. Meanwhile, arrangements have targeted a number of supporting activities.
Show content from the brand perspective, branding is more emphasis on specialized exhibition. This is not only show the content of the brand, it is brand exhibition requirements. Specialization in macro refers to the professional trade show driven development, the micro is the show Plan And organization of specific process operations specialization; If it comes down to three sentences, that is "content difference, Management Process of the form Arts Oriented. "
The development of exhibition industry in the world has over a hundred years of history, in Europe and America has already formed a mature system and the market, but in China, the exhibition industry is still the primary stage, or just start a sunrise industry, brand exhibition's foundation is weak, can really compete with the very few international brand exhibition, the exhibition industry, the process of branding, there are still unsatisfactory in many places, such as the low level of marketization and opening up, capital flows restricted, self-construction of exhibition industry quite weak, the lack of such a high level of exhibition professionals.
Then, the exhibition industry, how to create what brand? From the perspective of the development world-renowned exhibitions, positioning is the key. Each brand has its own behind the show position, only put himself in the right place to find the right path of development. The world's leading exhibition and forum almost have their own specific location, such as the European brand Davos meeting, which is a higher position in the macro-level economic meeting, tireless pursuit of the effectiveness and value of the content.
Distinctive positioning in addition to other, in order to more effectively train our own exhibition, we have formed within in the industry's competitive advantage Competitions mechanism, classification and integration of existing exhibition, show the gradual development of the brand to promote its move. For the already big, and there is a high profile event, need international resources to promote its further internationalization, specialization, branding, to show the development of top brands. For small and medium sized exhibition, the exhibition organizers to integrate as much as possible joint matching resources to strengthen the management of such exhibitions in order to avoid duplication of exhibition, long exhibition, disorderly vicious competition.
In addition, the brand must also show the formation of leveraging in the international exchange and Cooperation . To the professional exhibition industry in the world, international and group development process, Europe and the United States developed a number of multinational companies have to target the exhibition overseas, began to show himself a successful brand gradually migrate to other countries, our country can borrow Machine transplantation or the introduction of partial compliance with the city's economic development needs of the brand outside the show, and further accelerate the pace of development of the brand the show.
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