Development and change of convention and exhibition industry (185 1 till now)

The development of China's convention and exhibition industry has experienced three stages: old China exhibition (158 1 ~ 1936), War of Resistance against Japanese Aggression exhibition (1939 ~ 1949) and new China exhibition (1950).

China's convention and exhibition industry really entered the development track after the founding of New China. 1950 ~ 1977 is the initial stage of China's convention and exhibition industry. At that time, the planned economy characteristics of the convention and exhibition industry were obvious and it could not be called modern convention and exhibition industry. 1978 ~ 1999 is the development period, and the convention and exhibition industry is market-oriented and basically has the characteristics of modern convention and exhibition industry; 2000 ~ 2005 is a leap period, and the modern convention and exhibition industry is highly specialized; Since 2005, it has been a breakthrough period of modern convention and exhibition industry.

China Exhibition (195 1 ~ 1949 September)

(1)1851~1936 Exhibition

Main form: market.

Features: display agricultural and sideline products and local products.

The formation and development of convention and exhibition industry is closely related to the active economic activities. In modern China, the economy was very backward, especially the industry was very underdeveloped, and the mainstream was farming economy and farming civilization. One of the most remarkable characteristics of small-scale peasant economy is self-sufficiency and less wealth. As the exhibition industry that undertakes services in the circulation field, it was almost useless at that time.

The exhibition activities in old China were mainly held in the form of fairs. Trade fairs held regularly in fixed places have basically possessed the nature and form of exhibitions. It is generally believed that exhibitions originated from European and American expositions. This market has a long history in China. In ancient times, the market was the general name of cities, fairs, temple fairs and other forms. The main products traded in the market are agricultural and sideline products and local products.

There are many forms of market names, such as "market" in northern China, "market" in Guangdong and Fujian, and "market" in Sichuan and Guizhou. No matter what you call it, the essence is the same. Participants are mainly farmers and small-scale craftsmen. They are direct sales from producers to consumers and product circulation between producers.

However, in addition to participating in some international large-scale exhibitions, Old China also tried to hold a commercial exposition in China, which opened the first page of China's exhibition history. 185 1 year, the first World Expo was held in Crystal Palace, London, England. Xu Rongcun, a businessman from China, and some foreign businessmen doing business in China transported China's traditional export commodities, such as silk, tea and Chinese herbal medicines, to the World Expo, winning gold and silver prizes in one fell swoop.

Since then, every World Expo has been attended by delegations from China officials and private businessmen. During the World Expo in St. Louis, USA from 65438 to 0904, the Qing government sent a delegation headed by Beizi Pulun to build the China Pavilion and China Village in St. Louis, which was called by foreign media as "the beginning of the China government's official entry into the World Expo stage".

Since then, the exploration and attempts of exhibition activities in China have gradually increased. 1905, the Qing government officially promulgated Article 20 of the General Rules for International Competition, encouraging merchants from all provinces to "select carefully" and actively participate in the competition, and at the same time set up the "Shi Jing Exhibition Promotion Center" in Beijing; 1909, Wuchang established the "Wuhan Persuasion Award"; 19 10 "Nanyang persuasion society" was established in Nanjing; 192 1, there is a commodity exhibition in Nanjing.

1926, Shanghai opens "China Goods Exhibition"; 1929, Hangzhou opens "West Lake Expo". It is said that there are about150,000 exhibits in this Expo. 1October 1935 to March 165438, China held an exhibition abroad for the first time. China Art International Exhibition was held in London, England, with more than 3,000 exhibits and an audience of 420,000. At that time, China's porcelain, satin and tea were all the rage, and Chinese restaurants were full of diners, which caused a great sensation in Britain and even Europe. These exhibitions are pioneers of exhibitions in China.

It is particularly worth mentioning that 19 10 was held in Nanjing, which was the first commercial exposition with modern exhibition concept in the history of China, and its organizational form, scale and level were comparable to those of large-scale world expositions in the same period. More than 1 10,000 exhibits were provided all over the country except Inner Mongolia, Tibet and Xinjiang, which were divided into 24 parts and 420 categories. There are exhibits from Southeast Asian countries, Britain, Japan, the United States and Germany.

The total number of exhibition halls is ***32, and the Expo lasted for nearly half a year, with more than 300,000 visitors. It is also the first national-level exposition ever held in China, which has played the role of "opening the fashion first, prospering the fashion first".

During the 80-odd years of exhibitions in old China, including previous China World Expos and domestic exhibitions, China's traditional handicraft products and local products, such as silk, tea, silks and satins, utensils and beautiful but not practical handicrafts, were basically exhibited, but modern industrial products were not exhibited.

Compared with all kinds of dazzling inventions and industrial products exhibited by world powers in the same period, it is an indisputable fact that China has fallen far behind other countries in the historical trend of modern industrial revolution. Similarly, the convention and exhibition industry in old China was also very backward.

(2) Exhibition from September 1937 to 1949

Main form: exhibition.

Features: "official", mainly political propaganda.

During the War of Resistance against Japanese Aggression period, due to the invasion of Japanese imperialism, the newly developed national industries were greatly damaged and the economy of all industries was depressed. Political turmoil, constant war, people's displacement, life is very difficult. At that time, the main tone of the whole society was anti-Japanese, and many exhibitions were held respectively.

The purpose of these exhibitions is not only to stimulate the development of related industries and prosper the economy, but also to cooperate with the political situation at that time, show achievements, boost morale and resist Japanese aggression. Therefore, the exhibition at that time mainly did not reflect the economic function, but used exhibitions to enhance the confidence and determination of the people of the whole country in the war of resistance against Japan. The main feature of the exhibition in this period is "official", which has strong political and propaganda significance.

In the early days of War of Resistance against Japanese Aggression, the Kuomintang government pinned its hope of "victory in the Anti-Japanese War" on foreign aid, and "the people's army must be surrounded by foreign countries". The Kuomintang government is inefficient and corrupt. At this time, cartoonists held a "comic joint exhibition" unexpectedly. Many works have exposed the evils of rulers and conveyed the aspirations of the people, thus winning the welcome of the broad masses.

This kind of exhibition was held in Chongqing, Chengdu and Kunming successively, and continued until the victory of the Anti-Japanese War, among which the comic exhibition "Spring and Autumn of Cat Country" was the most prominent. At the same time, woodcut workers in the rear area hold international exhibitions in combination with Yan 'an's works. The heroic fighting life of China people spread to the United States, Britain and India through woodcut art, and won the sympathy of the broad masses of people in these countries.

1943 and 1946 held the "Second National Woodcut Exhibition of Double Decades" and "Woodcut Exhibition of Eight Years of Anti-Japanese War" respectively.

During the war of liberation, the people in the Kuomintang-controlled areas were poor, and there were basically no economic exhibitions, only a few cultural exhibitions, such as photography exhibitions. 1945 In September, Beiping Photography Society held a film screening to celebrate the establishment of the Society. Zhang Yinquan, Jiang Hancheng, Zhang Zhuoren and Liu Guanghua all participated in the exhibition, which played a leading role in the whole country.

The Shanghai Photography Society held a photography exhibition in 1947, which exhibited more than 300 works, including those of Beijing photographer Zhang Yinquan and Hong Kong photographer Wu. 1948165438+1On October 22nd, China Photography Society held a photography exhibition, with 382 works on display and tens of thousands of visitors. 1949 In February, Kunming photographer Yang Chunzhou held Professor Yang Chunzhou's photo exhibition in Hong Kong, exhibiting more than 80 works. According to statistics, from 1937 to 1949, 74 exhibitions were held in the Shaanxi-Gansu-Ningxia Liberated Area.

After visiting the "Achievements and Production Exhibition (1944)", Deng Xiaoping commented: The achievements of our Taihang Military Region in recent years have been publicized in this exhibition hall, which is really remarkable. Like North China, Central China, South China and other anti-Japanese democratic base areas, it has done an earth-shattering and vigorous heroic cause.

Of course, these exhibitions have played a certain role in promoting economic development, but they have little effect in the circulation field, and the impact of exhibition activities on the whole social and economic development is still very limited. However, the efforts of the government during this period greatly enhanced China's international status and inspired the national spirit.

The 2nd New China Exhibition (1949 10 till now)

The exhibition industry reflects the course and characteristics of a country, a region and even the global economic and technological development. Similarly, political, economic and technical factors also affect the progress of the exhibition industry. Since the founding of New China, from 65438 to 0950, the exhibition industry has experienced four stages: start, development, leap and breakthrough. Each stage embodies the political system and economic characteristics at that time, and bears the political and economic changes in China.

(1) initial stage: the planned economy has obvious characteristics (1950 ~ 1977).

1951March, less than a year and a half after the founding of New China, China participated in the "Leipzig Spring Expo" for the first time, which marked the beginning of the development of the exhibition industry in New China. 1953, the China Council for the Promotion of International Trade, just established one year ago, was entrusted by the government to receive the German Democracy Exhibition, which was the first exhibition held in China after the founding of New China. The period from 1950 to 1977 is nearly 30 years, which is the initial stage of China convention and exhibition industry.

Because the planned economy system was implemented in this period, the economy and trade were underdeveloped, and the production, exchange, distribution and consumption of products depended on planned distribution. Economic and trade exhibitions have lost the soil for their existence and development in the domestic market, and only a few exhibitions are of a trade nature, such as the China Import and Export Fair (Canton Fair).

The exhibitions in this period also had a strong "official business" nature, and the China Council for the Promotion of International Trade hosted overseas exhibitions on behalf of the country. The exhibitions at that time included receiving exhibitions in China and attending international fairs. In the initial stage, the economic function of China's convention and exhibition industry has been weakened, mainly serving politics, aiming at publicizing the achievements and excellent situation of economic construction and promoting the friendship between China and other countries in the world.

During the 34 years from 195 1 to 1985, China Council for the Promotion of International Trade * * * held 427 overseas exhibitions.

During the 25 years from 1953 to 1978, China * * received 1 12 foreign solo exhibitions in China. In a word, the number of exhibitions in this period is small, the level of organization and specialization is very low, the country has not developed exhibitions as an industry, and the management consciousness of convention and exhibition industry and related industries has not yet formed. Strictly speaking, most exhibitions at that time did not have the characteristics of modern trade fairs.

(2) development period: rapid development and marketization (1978 ~ 1999)

1978 to 1999 with the deepening of China's economic system reform and the acceleration of opening up, especially the establishment of the socialist market economic system, China's convention and exhibition industry has ushered in the second stage: the development period. At present, the exhibition industry is developing rapidly and moving towards marketization.

1978 is a special year. The first international exposition held after the founding of New China was held in Beijing, namely "Twelve Countries Agricultural Machinery Exhibition" sponsored by China Council for the Promotion of International Trade. The success of this exhibition marks the transition of China's convention and exhibition industry from "single country exhibition period" in the initial stage to "international exhibition period" in the development stage.

1985, China International Exhibition Center (formerly the exhibition department and technical exchange department under the China Council for the Promotion of International Trade) was completed and became one of the top ten famous buildings in Beijing in the 1980s. In the same year, the 4th Asia-Pacific International Expo, the first successful exhibition, was held in 10.

At this stage, the exhibition industry in Beijing, Shanghai, Dalian, Zhuhai and other cities stood out, and a number of influential and well-known professional exhibitions such as China International Textile Machinery Expo, International Machine Tool Expo, beijing international automotive exhibition, Dalian Clothing Expo and Zhuhai Aviation Expo appeared.

At the same time, Sino-foreign cooperation in holding exhibitions has reached a new level. Following the successful cooperation between China International Exhibition Company and Frankfurt Exhibition Company in holding China Bathroom, Heating and Air Conditioning Equipment Exhibition (ISHChina) and China Auto Parts Exhibition (Autome chanikaChina), the two sides also cooperated with Shanghai Council for the Promotion of International Trade to hold Shanghai International Consumer Goods Expo (AmbienteShanghai).

Moreover, great changes have taken place in foreign exhibitions. The symbolic event is that the China Council for the Promotion of International Trade participated in 1986 "Basel Sample Expo" in Switzerland.

At this Expo, China changed its previous exhibition mode of separating exhibition from trade and focusing on publicizing achievements. It adopts the booth exhibition mode for the first time, taking exhibition as a means and taking trade transaction and sales as its main purpose, so the trade and professionalism of the exhibition are greatly strengthened, which also marks that China's exhibition industry has begun to connect with the modern international exhibition industry. During the period of 1999, the government of China independently held the last A 1 professional world exposition of the 20th century-Kunming World Horticultural Exposition, which was attended by 69 countries, regions and 26 international organizations.

During the development of China's convention and exhibition industry, the number of exhibition organizers has grown from the initial few to hundreds. According to incomplete statistics, in 1988 alone, more than 90 exhibition units in China held economic and trade exhibitions in more than 50 countries and participated in more than 400 international expositions, which is equivalent to the total number of exhibitions abroad from 1950 to 1977. From 65438 to 0998, more than 600 large-scale economic and trade exhibitions were held in China, which was three times the total number of exhibitions in China from 65438 to 65438 to 0977.

(3) Leaping forward period: the degree of specialization is high, and foreign capital enters the exhibition industry (2000-2005).

At this stage, the theme of the exhibition is subdivision and specialization. Since 2000, China's convention and exhibition industry has penetrated into various industries, including machinery, electronics, automobiles, architecture, textiles, flowers, food and furniture, and has its own international professional exhibitions. Beijing, Shanghai, Guangzhou, Dalian and other cities have become well-known convention and exhibition center cities in China.

Judging from the scale of the exhibition, Beijing ranks first in the country; Judging from the number of exhibitions, Shanghai is the largest in China. In 2000, the number of exhibitions in Beijing exceeded 100, and it increased again in 2006, with an exhibition area of 5438+0. Beijing International Trade Center, located in the international trade circle, receives 50 exhibitions every year. Holding an exhibition in this exhibition hall requires an appointment one year in advance.

In addition, more and more international conferences will be held in China, which has effectively promoted the infrastructure construction and exhibition level of the host city. More than 700 international conferences, such as the annual meeting of the International Chamber of Commerce, the Asia-Pacific Judges' Meeting, the annual meeting of the Pacific Rim Forum, the International Pilots' Meeting and the APEC Meeting, were held in Shanghai, which earned Shanghai the reputation of "International Conference Center".

In order to adapt to the rapidly developing and subdivided exhibition market, many large-scale exhibition halls have been rebuilt or expanded since 2002, which links the construction scale of exhibition halls, the functional orientation of cities and the radiation scope of exhibitions, and integrates them into the regional economic development and national economic development pattern. For example, in order to meet the needs of the Pearl River Delta (Canton Fair) convention and exhibition market, Guangzhou has built an international convention and exhibition center; The second phase expansion of Dalian Xinghai Convention and Exhibition Center reflects Dalian's leading position in the Northeast Convention and Exhibition Economic Belt.

In recent years, the exhibition area in China has increased by 20% every year. By 2005, there were more than 60 exhibition venues/kloc-0, with an exhibition area of more than 3 million square meters, which exceeded the exhibition area of Germany, which is known as the "world exhibition country", and it has a number of modern exhibition venues with international standards. Foreign capital has set foot in China convention and exhibition market in succession, seeking new opportunities in new markets and expanding at low cost.

Through capital operation, German, British, American, Singaporean and other international exhibition giants have successively found China partners to cooperate or operate solely, and exerted their strength in the exhibition market of developing countries. In 200 1 year, three German exhibition giants and Shanghai Pudong Land Development (Holdings) Company jointly invested in the construction of Shanghai New International Expo Center, which was a great success after operation.

This effect has a strong role model. In 2022, Frankfurt (Shanghai) Exhibition Co., Ltd., Munich (Shanghai) Exhibition Co., Ltd. and other wholly foreign-owned exhibition companies were established one after another. On June 5438+ 10, 2005, Messe Frankfurt, which is optimistic about the China market, cooperated with Guangzhou Guangya Exhibition Trading Company to establish "Guangzhou Guangya Frankfurt Exhibition Company", which is one of the largest Sino-foreign cooperative companies in the exhibition industry in China.

Some multinational companies participate in the competition by buying China exhibitions or transplanting famous overseas exhibitions to seize the market share of China exhibitions. Hannover Exhibition Company of Germany directly acquired a famous floor decoration exhibition in Shanghai, and directly transplanted CeBIT exhibition, the largest international information and communication technology exhibition, to Shanghai.

June 5438 +065438+2005 10, following the successful landing of Frankfurt in Guangzhou, another famous German exhibition, Messa Exhibition Group, was also eager to try, and cooperated with GIMT (Guangzhou International Machine Tool Exhibition) held by Wei Zhen Exhibition Company in Guangzhou to introduce the top German metalworking exhibition (AMB).

Generally speaking, at this stage, the organizers of the exhibition industry have developed from a single government or government-colored department to the government, associations/chambers of commerce, state-owned and private exhibition companies, joint-venture exhibition companies and foreign-funded exhibition companies, forming a new multi-subject, multi-channel and multi-level exhibition pattern. From 2000 to 2005, the exhibition industry in China achieved a qualitative and quantitative leap. There are about 3,000 exhibitions held every year in China, and the total revenue of convention and exhibition industry in 2004 was 654.38+0.08 billion yuan.

(d) Breakthrough period: new ideas and technologies are intertwined (2005-2020)

With the approval of the State Council, on June 5438+ 10, 2005, the China Council for the Promotion of International Trade co-sponsored the first China Exhibition Economy International Cooperation Forum with the International Exhibition Industry Association (UFI), the American International Exhibition Management Association (IAEM) and the Independent Exhibitors Association (SISO). Wu Yi, then Vice Premier of the State Council, pointed out in his keynote speech that "China's convention and exhibition industry should develop in the direction of legalization, marketization, industrialization and internationalization", which pointed out the direction for the booming convention and exhibition industry.

This forum has also built a bridge for exchanges and cooperation between China and the international exhibition industry, and played a very good role in promoting communication and understanding between the two sides, which has aroused great repercussions in the exhibition industry at home and abroad. At the subsequent national overseas economic and trade exhibition, China Council for the Promotion of International Trade expounded the "four modernizations" significance of China's exhibition industry, and further clarified the new concept of China's exhibition industry development.

"Legalization" refers to standardizing the order of the exhibition market and improving the laws and regulations of the exhibition industry as soon as possible; "Marketization" means that the exhibition industry goes to the market and acts according to market rules; "Industrialization" refers to gradually improving the service system of convention and exhibition industry and improving its industrial pulling function; "Internationalization" refers to actively integrating into the international exhibition market and enhancing the international competitiveness of China's exhibition industry.

The new concept of convention and exhibition industry also requires China convention and exhibition industry to study a new exhibition mode, "walking on two legs", really paying attention to professional visitors and powerful buyers, and building the platform function of the exhibition. New technology is an auxiliary means that will inevitably be contacted and adopted in the development of convention and exhibition industry. Some latest technologies or software will be used in exhibition projects to improve the management level of exhibition industry, such as computer-aided design software for site planning and radio frequency identification technology, which will further improve the service level of exhibition industry.

During this period, China started a series of major international and domestic activities: Beijing Olympic Games, Shanghai World Expo, World Garden Expo, China-Arabia Expo, China-ASEAN Expo, World Robotics Congress, Digital Expo, Intellectual Expo, Industry Expo and so on.

(V) Transition period: digital and intelligent upgrading of convention and exhibition industry (from 2020 to present)

In 2020, the once-in-a-century COVID-19 epidemic hit the global economy hard, trade protectionism and unilateralism impacted the multilateral trading system, the total international demand fell sharply, the supply chain of the international industrial chain was blocked, economic globalization encountered countercurrent, and the world economy declined. Affected by this, the global exhibition industry has entered a "dark moment". According to the estimation of the Global Exhibition Industry Association (UFI), in 2020, the global exhibition industry will shrink by 68% compared with 20 19, and the industry income will lose nearly 200 billion euros.

Facing the sudden COVID-19 epidemic and the complicated and severe domestic and international situation, the CPC Central Committee and the State Council have taken active and effective measures. In 2020, China's foreign trade was stable and better than expected, the trade scale and international market share increased, the trade structure continued to be optimized, the business model continued to innovate, and the new pattern of service development was powerful and effective, which played an important role in promoting the recovery of the world economy and global trade.

Under the background that overseas exhibitions have been severely hit by the epidemic, Qi Xin, an exhibition industry in China, has made concerted efforts to meet the challenges, overcome the adverse effects, accelerate the innovation of exhibition services, management and business models, accelerate the cultivation of new kinetic energy for the development of the industry, and promote the sustained and healthy development of the exhibition economy through the safe and orderly recovery of domestic exhibition activities, which has made positive contributions to accelerating the construction of a new development pattern with domestic macro-cycle as the main body and domestic and international dual-cycle promoting each other, boosting world economic confidence and promoting world economic recovery.

With the staged victory in the national fight against the epidemic, economic recovery signals such as "all kinds of conferences and exhibitions can be held" have been released.

On April 30th, 2020, "Hunan Auto Show" opened in Hunan International Exhibition Center, which was the first physical exhibition held offline after the prevention and control of COVID-19 epidemic, and caused great repercussions in China and even the world exhibition industry. From the end of May to the beginning of June, all parts of the country began to promote the resumption of various exhibition activities.

On June 10, Guangzhou International Exhibition on Epidemic Prevention Materials opened, with an exhibition area of 36,000 square meters. There are four exhibition areas: epidemic prevention products exhibition area, equipment exhibition area, comprehensive service exhibition area and raw and auxiliary materials exhibition area, with more than 600 exhibitors and 6,000 professional visitors. On August 2nd, the 23rd Chengdu International Automobile Exhibition ended. The 10-day exhibition brought together more than 120 well-known automobile brands at home and abroad, with more than10.5 million vehicles, and the exhibition scale reached10.6 million square meters, which greatly improved its scale and influence.

In early September, China International Fair for Trade in Services kicked off the revival of Beijing's convention and exhibition industry, followed by exhibitions such as Science and Technology Fair, Auto Show and Home Expo. On September 15-19, China International Industry Fair (China Expo) was held in Shanghai, with an exhibition scale of 245,000 square meters and more than 2,000 exhibitors, showing the whole picture of the manufacturing industry chain of IOT, Digital Link and Zhilian.

According to the survey, as of 10, the major exhibition cities in China have basically resumed holding exhibitions in an all-round way, with different progress, and the southern cities have developed rapidly. According to the report of Guangzhou Daily in August 1 1, from early July to August 1 1, 36 exhibitions were held in various exhibition halls in Pazhou, Guangzhou, with an exhibition area of 880,000 square meters and more than 700,000 visitors.

According to the preliminary statistics of Chengdu Expo Bureau, from July to September, 2020, 77 exhibitions were held in Chengdu * * *, with an exhibition area of 6,543.8+0.27 million square meters, receiving 3.885 million visitors and a direct income of 2.07 billion RMB. From the survey experience, by September, the number of exhibitions held in major cities basically reached the normal level in previous years. However, due to the influence of overseas epidemic, the degree of internationalization participation is low, and there is still a big gap between the level of internationalization and the level of exhibition scale.

After the outbreak of the epidemic and the suspension of offline exhibitions, online exhibitions developed rapidly, which alleviated the dilemma of not being able to hold physical exhibitions to some extent. According to the survey, 44% exhibitors held or participated in online docking or online exhibition activities.

However, online docking and online display are still in their infancy. Compared with the physical exhibition, their activities are not satisfactory. The main reasons are: First, the platform technology is immature and the experience is not good; Second, foreign buyers have low acceptance and it is difficult to invite; Third, buyers and sellers lack confidence and are skeptical about online exhibitions. Buyers often consult more and place fewer orders. Fourth, exhibitors and buyers lack training and only rely on the experience of physical exhibitions to participate in online exhibitions.

With the development of AR, VR, 5G technology, cloud computing technology and AI artificial intelligence technology, virtual exhibition has become an extension of offline exhibition on the Internet, displaying unlimited content in a limited space.

Computer virtual reality technology and modern information network technology have a positive role in promoting the development of convention and exhibition industry. Visiting a virtual exhibition is like walking into a real exhibition center. Visitors can wander freely in the exhibition halls of various professional pavilions, browse along specific routes under the guidance of tour guides, and even organize personalized intelligent pavilions according to their professional interests.

Virtual display system can also provide data printing, submission of electronic business cards, e-mail, online consultation and other functions, providing a variety of interactive means for communication between supply and demand sides. At the same time, the virtual exhibition system can also help exhibitors and businesses match transactions and provide transaction support and services based on the data processing and analysis capabilities of big data.

Online exhibition has many advantages, which can provide consumers with more resources and information in a short time, but offline exhibition is still irreplaceable, and the combination of online and offline is the future development trend of convention and exhibition industry.

Offline exhibitions provide exhibitors with a platform for face-to-face communication with customers, and meet the essential information transmission and emotional experience in trade exchanges; The cost of holding offline exhibitions is higher, which reflects the strength, credibility, sincerity of cooperation and willingness to serve of exhibitors. Compared with the virtualization and layer-by-layer packaging of online exhibitions, customers can feel the improvement of safety factor.

Exhibition economy can bring huge economic effects. Holding large-scale exhibition activities will promote the prosperity and development of hotels, restaurants, tourism, decoration, advertising, media and other industries and provide a large number of employment opportunities, so it is also supported by policies and finances. Therefore, a single development model is not the best solution, and the composite model combining online and offline is the future development direction of convention and exhibition industry.

Intelligent construction of exhibition venues has become a new direction. The intellectualization of venues is mainly reflected in intelligent operation, intelligent management, intelligent service, intelligent infrastructure, data mining and so on. Through the first-class operation, management, service and experience, with the application and construction of the smart ecological platform, the goal of a world-class smart exhibition hall will be finally realized.

Smart venues not only cover the whole process of venue planning, design, construction, operation and management, but also can fully connect with organizers, exhibitors, audiences, employees, governments, service providers and many other related parties. At present, major exhibitions have gradually eliminated paper admission tickets and started to use electronic admission codes such as QR codes. The additional service industry is more perfect, and intelligence has become the future development direction of exhibition venues. The rapid development of Internet, big data and other technologies will bring unlimited development opportunities to the exhibition industry.

Digital exhibition information platform has unlimited potential. The traditional pre-exhibition preparation consumes a lot of manpower, material resources and financial resources, which is inefficient. Under the background of "internet plus" era, exhibition-related enterprises began to build their own digital platforms, and collected, analyzed and managed the information around exhibition participants through the network information management platform, so as to provide effective information for enterprise management and decision-making more efficiently and give full play to the service functions of exhibition enterprises.

The establishment of the exhibition digital platform will break the limitation of time and space, bring more convenience to customers, help the audience understand the exhibition information and attract more visitors to participate in the exhibition. The initiative and selectivity of the audience are stronger, the promotion effect of exhibition information is better, the radiation range is wider, and the innovation of marketing carrier and marketing strategy is brought. On the basis of building a big data platform, exhibition enterprises will further make full use of technologies such as data mining, indoor positioning, machine bionic learning and artificial intelligence to drive the development of modern exhibition industry system.

Cross-border integration injects new kinetic energy into the development of convention and exhibition industry. The value of convention and exhibition industry is mainly realized through the technicalization, specialization and commercialization of convention and exhibition, and the integration of its value chain should also be based on convention and exhibition, focusing on marketing, experience and creativity, and accelerate the deep integration with related industries. The convention and exhibition industry is expected to integrate with the following related industries and extend the domestic industrial chain.

First, use the marketing function of convention and exhibition industry to accelerate the integration and development with general industries. For example, by holding professional product exhibitions to achieve industrial integration; By holding local industry exhibitions, the visibility of cities and industries will be enhanced.

The second is to promote the development of exhibition technology and realize the integrated development with communication, media and publishing industries. For example, with the help of technology integration path, the coordinated development of online and offline exhibitions can be realized; With the help of digital technology (such as VR technology, 3D technology, etc. ), improve customer experience and display technology.

The third is to give full play to the advantages of the experience path of exhibitions and enhance the integration and development with tourism, leisure and other industries. Promoting the integration of exhibition industry and these industries to form exhibition tourism and exhibition leisure can not only promote the development of these industries, but also enrich people's tourism and leisure experience.

The fourth is to explore the creative path of convention and exhibition industry and accelerate the integration and development with cultural and creative industries. Creativity itself needs to be recognized through display, and creative collision is formed through activity exchange. Promoting the integrated development of creative culture and exhibition, and accelerating the development of exhibition culture industries such as creative parks, creative exhibitions and creative clubs have become one of the important directions for the integrated development of exhibition industry in the future.