國際展覽總論

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

2. 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。

3. 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

4. World Expo Exposition Fair Exhibition Earliest type of market, direct selling Generic terms, interaction of buyers and sellers, displaying goods and services Trade fair Trade show Consumer show B-to-B exposition Trade visitors International exposition, special segment of an industry B-to-C exposition General public as visitors Mixed show Open for trade and public visitors

5. 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

6. 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

7. Crystal Palace in London, built for WORLD EXPO 1851

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

9. 展覽的要件 主辦單位 專業賣方 專業買方 參觀者 展期 參展廠商 展品 展地 綜合買方 意見領袖 綜合賣方 週邊行業 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

10. 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

11. 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

12. 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

13. 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

14. 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

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

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

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

18. How do organisers make money on exhibitions? • Organisers • 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

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

20. …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

21. 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

22. 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

24. No. of Estimated Average Total space exhibitions in annual size in size (net sales vs. 2004 2005 net sqm sqm) 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 56 192,000 3,414 55.1% Singapore 52 175,000 3,347 -2.9% Malaysia 52 166,000 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% The profile in Asia Source: UFI/BSG 2006 report: “The Trade Fair Industry in Asia” Analysis limited to major business-to-business events only

25. 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.

28. 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

29. 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

33. 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

34. 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

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

36. 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.

37. 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

38. Q & A