From December 12th to 13th, the 4th Chinese and Foreign Convention and Exhibition Brand Conference with the theme of "Brand Model, Leading the Future" was held in Beijing. With the concept of brand power as the guiding ideology, the conference aims to promote the transformation of the exhibition industry from a high-speed development mode to a high-quality development mode, and accelerate China's transformation from a large exhibition country to an exhibition power.
Chairman of the Brand Alliance, Initiator and Secretary-General of the China Brand FestivalWang YongHe was invited to attend and participated in the dialogue session of the opening ceremony.
around"The party that builds the brand**".This topic, in:Wang YongUnder the chairmanship of Nanchang Business and Convention and Exhibition Service CenterHu XingHe is the vice president of China Educational Equipment Industry Association, an expert who enjoys special allowances, and the former vice president of Capital Normal UniversityLi Youzengand Chairman of Smart Exhibition GroupChen WeiThey shared their experience in building brand exhibitions, their understanding and thinking on brand building, etc.
After finishing the unique self-introduction, Wang Yong explained to the guests the rules of the summit dialogue, that is, to speak short, highlight the point of view, each guest speech is controlled to 1-2 minutes, no more than 3 minutes, do not speak clichés and official words.
The first question raised by Wang Yong was "how to create a good brand exhibition?".Hu Xing believes that the three most important points are to choose the right track, careful organization and supportLi Youzeng believes that all parties should reach a consensus, solve practical problems based on reality, have lofty intentions, and promote brand development from a long-term perspectiveChen Wei's three key words are "precision, sustainability, and wisdom". He believes that to do branding, we should adhere to "long-termism" and not do short-term "business". Only by doing the brand in a long-term, efficient, high-quality and targeted way can we find the true meaning and value of the brand.
Regarding the question of "what are the criteria for measuring whether an exhibition event is a good one", Hu Xing believes that it should be considered from three perspectives: "the scale of the exhibition, the quantity and quality of professional visitors to the exhibition, and the number of transactions and contracts".Li Youzeng gave his views from three aspects: before, during and after the meeting, namely, "whether the preparation before the meeting is sufficient, whether the service guarantee during the meeting is in place, and what is the comprehensive quality and evaluation after the meeting".Chen Wei said that it is necessary to pay attention to the goal, that is, the realization of transactions and contracts, and adhere to sustainable development, so that the brand is dynamic and sticky, and attract more people to participate.
Wang Yong believes that whether a brand meeting is done well or not can be seen in addition to the indicators put forward by the three guests"Results, Specifications, Communication".These three points.
Let's start with the results. It mainly depends on whether the speaker's views can leave a legacy that can promote the development of the industry. He took the 17th China Brand Festival held by the brand alliance in Hangzhou last month as an example, Dong Mingzhu's wonderful speech at the opening ceremony was applauded by everyone, and his golden sentences were on the hot list of major new platforms, successfully making the whole event outstanding.
Secondly, look at the specifications. That is, the quantity and quality of participants should reach a certain level. Whether national leaders are present, whether the main leaders of the local city ** are present, whether the industry leaders are present, and whether the quality of the audience is high, these are all important factors that determine the success of a meeting.
Finally, there is the dissemination. An activity should have a wide range of perception, and at the same time, it is necessary to think about how to be more out of the circle. The 2023 China Brand Festival has been on the hot search of 4 platforms, and has been reported by more than 1,000 ** companies at home and abroad, which basically meets the principle of "small activities, big dissemination".
The three guests also shared their brand exhibition cases in turn, and their highlights and successes were also applauded and affirmed by the guests in the audience. Wang Yong believes that no matter what industry you are in, you must put building a good brand in the first place. The brand should rise in height, add heat, increase viscosity, dig depth, and add luster to the brand exhibition through the all-round development of the four-in-one.
Wang Yong said in the summary that no matter how severe the current environment is, how bad the market environment is, and how much the peers are rolling, I hope that all exhibition people will continue to spare no effort to promote the construction of the exhibition brandOnly the brand will make us stand tall and everlasting!