The manpower, material resources and financial resources required for participating in exhibitions abroad are much higher than those for participating in domestic exhibitions. For a company preparing to participate in an international exhibition, it is very important to choose what kind of exhibition. You can’t just go with the flow. The best way is to choose an exhibition that suits your export products. Only by finding the most suitable exhibition can you get high-quality customer feedback and find the best buyers, so as to achieve twice the result with half the effort. Faced with all kinds of exhibitions in the market, many companies are a little confused. They are afraid that there will be no effect if they go, and they are afraid of missing business opportunities if they don’t go. How can they be targeted?
1. Clarify the company’s own positioning
To achieve the effect of the exhibition, we must first reasonably position the company, products and market. The positioning of the company includes the industry in which the company is located, whether it is a factory, a trader or an enterprise combining industry and trade, all of which will affect the effect of the company’s exhibition. Some companies have many products and it is impossible to bring them all to the exhibition for display. At this time, it is more necessary to position and bring the right products to the right exhibition.
Enterprises should formulate clear market directions based on the characteristics and application scope of their own products, and do a good job of market research, collect information about exhibitions in the market from multiple sources, and choose exhibitions that match their own development. The characteristics of the regions to be developed are different. For a certain type of product, analyzing existing exhibitions can draw clear conclusions and screen out suitable projects. For example, each country is at a different stage of development and has its own product needs. Enterprises need to pay attention to the development priorities of different countries and consider whether there is an opportunity to enter in combination with their own product conditions. For example, the European and American markets have relatively high requirements for products in all aspects, and are suitable for enterprises producing high-end products to participate in the exhibition. The standards of the European and American markets are different from those of the African market. Enterprises should know the local market standards and whether there are access policies, such as whether products need to be certified and what are the specific requirements for certification.
Second, understand the exhibition information
It is important to analyze the theme, coverage, and target group of the exhibition, and then focus on it according to your own situation. Some exhibitions have a very wide range, while some professional exhibitions are limited to the industry. Some exhibitions are aimed at a wide range of customers, while some exhibitions are only for the local market. For example, some exhibitions are global, some are regional, and some are regional. Generally speaking, global trade exhibitions are the highest level exhibition activities in the industry, and they have great appeal to exhibitors and visitors in the entire industry. Regional exhibitions only face certain specific regional markets, and exhibitors and visitors have regional characteristics. For example, many European exhibitions, especially German exhibitions, face the global market, while the United States and Japan are typical regional markets.
Many international exhibition names are in English or local texts, and we translate them. Some of them are translated more accurately, some simplify the exhibition names, and some even have incomplete meanings. For example, an exhibition that has always been very popular – the International HVAC Refrigeration Sanitary Ware and Energy Exhibition (MCE) has always been referred to as the “Milan Sanitary Ware Exhibition”. It may be due to the consideration of exhibition promotion. In fact, heating products and air conditioning and refrigeration products occupy a larger share.
There is also an important indicator – the scope of exhibits at the exhibition. The exhibition has a clear scope of exhibits, and enterprises should focus on it.
The number and composition of the audience is also an indicator worth referring to. Among the large number of professional visitors are often a large number of potential customers and partners. From the communication with the visitors, exhibitors can directly obtain market feedback, which is conducive to achieving the expected effect of the exhibition.