Over the past 25 years, China Guzhen International Lighting Fair (hereinafter referred to as "Guzhen Lighting Fair") has gradually evolved from the initial road exhibition to an international exhibition.
From March 18th to 21st, 2024, the 30th Guzhen Lantern Fair, with a total of more than 1.5 million square meters and more than 3,500 high-quality enterprises, will start with glory. On the occasion of the upcoming exhibition, Guzhen Lighting Media interviewed the person in charge of the exhibition management, Zhang Xueqiang, general manager of Shanghai Bohua International Exhibition and president of Zhongshan Guzhen Lighting Expo, to take the 30th Guzhen Lighting Fair as a footnote, looking back on the professionalization, marketization and internationalization of the Guzhen Lighting Fair.
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From a "road fair" to an international event
In 1999, coinciding with the historical opportunity of the 50th anniversary of the founding of the People's Republic of China, the Guzhen Lantern Fair came into being. Although the first Guzhen Lantern Fair was a temporary exhibition hall built on the roadside, the grand occasion was unprecedented, and the lighting festival kicked off.
In the 30th session, the Guzhen Lighting Fair has evolved from the original "let the world know the ancient town and let the ancient town lighting go to the world" to the theme of "let the ancient town lighting illuminate the world", the theme of the exhibition reflects the historical innovation and the times of the Guzhen Lighting Fair over the years, and constructs a complete picture of the exhibition status and the transformation of the lighting industry.
Zhang Xueqiang (second from left), general manager of Shanghai UBM Sinoexpo International Exhibition and president of Zhongshan Guzhen Lighting Expo, was interviewed by Guzhen Lighting Media.
In fact, as early as more than ten years ago, Shanghai Bohua has been paying attention to and admiring the Guzhen Lantern Fair for a long time. In 2013, when we held an exhibition of hotel equipment, hotel food and hotel lighting in Shanghai, the leaders of Guzhen Town came to inspect and saw our ability to organize exhibitions professionally, so they decided to cooperate with Shanghai Bohua to further develop the Guzhen Lantern Fair with our professional management concept and exhibition resources.
Since the 2013 Autumn Exhibition, we have established the Zhongshan Guzhen Lantern Expo in the form of a joint venture with Guzhen Town, and fully involved in the operation of the Guzhen Lantern Fair. Zhang Xueqiang said.
With the help of Shanghai Bohua's management experience and resource access in exhibition organization, focusing on the construction of a professional team and the improvement of the exhibition concept, under its leadership, the Guzhen Lantern Fair team and the exhibition are developing towards the precise positioning of "specialization, marketization and internationalization".
So far, Shanghai Bohua has participated in the Guzhen Lantern Fair for 17 sessions, in Zhang Xueqiang's view, the biggest changes in the Guzhen Lantern Fair can be seen from two levelsThe first is the operational level. The Guzhen Lighting Fair team has embarked on the road of internationalization, and has been shouldering with many international exhibition companies, especially Zhongshan Guzhen Lighting Expo, which has adopted a large number of marketing and promotion software of Informa Group for systematic management.
In addition, it is emphasized that the audience is the lifeblood of the entire exhibition, and more attention is put into the organization of the audience first. Not only in the organization of exhibitor services, but also in the exhibition layout, audience organization, exhibitor services, safety and health and other aspects are implemented in accordance with the group's international standards.
The second is the development and trend of the exhibition. Nowadays, the operation of the exhibition has transitioned from sales-oriented to marketing-oriented, and now it has begun to move on to the digital-oriented management level.
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Witness the "Road to Innovation" of the Lantern Fair
During the expo, the 30th Guzhen Lighting Fair set off with "digital" decoration, fully helping lighting enterprises, market brands and multi-channel in-depth exchanges and docking, strengthening business and trade exchanges, not only enhancing the development vitality of the lighting industry, but also continuously empowering industrial transformation and upgrading.
As an innovator, participant and witness of the Guzhen Lantern Fair, Shanghai UBM Sinoexpo adheres to the attitude of diversified development and writes a new answer sheet for industrial empowerment.
Zhang Xueqiang said that the Guzhen Lantern Fair can continue to hold exhibitions and repeatedly innovate from three aspects:
The first is that Guzhen Town and China Lighting Association are the organizers to give strong support to the exhibition;
The second is that Zhongshan Ancient Town has unique industrial clusters and good market environment advantages, which have a certain role in promoting the exhibition;
The third is to have a stable and excellent team, from more than 10 people at the beginning to more than 30 people now, from business growth to the organizational ability of team members, curatorial experience is constantly accumulating and improving, and the long-term precipitation allows them to face many emergencies and problems in the exhibition to solve them head-on.
At the first UBM Sinoexpo Shenzhen Joint Exhibition held on December 14-16, 2023, the Guzhen Lighting Fair once again ushered in innovation, and launched a roadshow for the first time at the Brother Exhibition, showing the glorious history of the Guzhen Lantern Fair to the audience in an all-round way, exhibiting the high-quality original lighting products of Bohua Lighting, and focusing on the exhibition mode of origin and the business model concept of exhibition network integration, providing one-stop online and offline procurement platform services for buyers in the Guangdong-Hong Kong-Macao Greater Bay Area and even at home and abroad.
Zhang Xueqiang emphasized: "The first Bohua Joint Exhibition comprehensively demonstrated the upstream, midstream and downstream industrial chain of lifestyle, with an exhibition area of 170,000 square meters and 2,000 domestic and foreign powerful exhibitors. At the exhibition, the Guzhen Lighting Fair also organized Guzhen lighting manufacturers to participate in the Bohua Shenzhen Joint Exhibition, which is also a useful attempt to help the Guzhen Lighting Fair truly move towards internationalization and diversification.
In the future, the Guzhen Light Fair will not only focus on lighting, but also expand to the upstream and downstream of the industrial chain to achieve all-round links, so as to truly expand the scale and influence of the exhibition. ”
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Build a "bridge of communication" towards internationalization
The 30th session of the Guzhen Lantern Fair has not only expanded the scale of the exhibition and exhibits, but also the number of exhibitors, merchants and transaction volume has been rising, and its internationality and professionalism have gradually increased, reflecting the "circle of friends" of the Guzhen Lantern Fair is getting bigger and bigger, and the cohesion and attractiveness are getting stronger and stronger.
It is true that there is still a lot of room for development on the road of international expansion of the Guzhen Lantern Fair. Zhang Xueqiang pointed out that the international expansion of the Guzhen Lantern Fair should be around"Go out, please come in".Carry out.
Nowadays, we have done more to invite in, through the Internet, self-leading platforms and many peer exhibitions, to attract overseas buyers to Dengdu Ancient Town, which is the first step.
In the future, the internationalization of the exhibition should be that we should also go out, and the Guzhen Lighting Fair will lead the Guzhen manufacturers to participate in more international exhibitions, and even find suitable opportunities with the support of Informa Group to hold some Guzhen Lighting Expos in the world for extension; In addition, you can also do a lot of exhibitions, and organize the Guzhen Pavilion to participate in other professional exhibitions or related exhibitions. Zhang Xueqiang said.
Talking about the development of the future exhibition, Zhang Xueqiang believes that digital transformation is actually the biggest expectation for the development of the Guzhen Lantern Fair in the future. On the one hand, digital management should be realized in organization, marketing, promotion, on-site management, etc. Although digital software has been applied at the exhibition, it still needs to be updated and iterated continuously.
On the other hand, the exhibition itself also needs to undergo digital transformation. Guzhen Lighting Fair has developed from two years to two sessions a year, from finished lighting products to intelligent lighting, machinery and equipment, accessories and accessories and other whole industry chain exhibitions, but the real time left for exhibitors and visitors to exchange experience and negotiate is far from enough. Guzhen Lighting Fair is determined to establish a platform for the development of Guzhen lighting industry and the entire Chinese lighting industry, so we should realize the development of online and offline integration through digitalization.
In addition to the current Face to Face platform, it is also necessary to establish an online virtual platform to realize the effective circulation of online and offline traffic, provide a 365-day "ultra-long standby" zero-distance communication platform in the cloud, continuously release the spillover effect of the exhibition economy, and truly improve the brand awareness and industry influence of the Guzhen Lantern Fair.
Guzhen Lighting v, Praise 21
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hello 30th
March 18-21, 2024.
The 30th Guzhen Lantern Fair.
It will be grandly opened at the Convention and Exhibition Center of Dengdu Ancient Town, Zhongshan City.
We sincerely invite you to join us for the 30th session.
At present, the pre-registration system has been officially launched.
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Pre-registration can be completed in advance.
Free $100 ticket.
Please note that pre-registration will close at 12:00 noon on March 14, 2024
Text Editor: Gu Sui.
Editor: Bosom friend.
This article is an original article by Guzhen Lighting Media.
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