What methods are there to make agricultural trade shows more attractive?
On October 26, China's first agricultural trade show development report——the "China Agricultural Trade Show Development Report (2015)"——was released. On the basis of summarizing the development history and current status of China's agricultural trade shows, it systematically analyzes the problems and challenges currently facing agricultural trade shows, draws on the advanced experience of foreign countries in promoting the development of agricultural trade shows, accurately defines the role of the government in the development of agricultural trade shows, and then puts forward policy recommendations for promoting the sustained and healthy development of agricultural trade shows. Our reporter conducted an exclusive interview with the report drafting group of the Ministry of Agriculture on issues of public concern.
Q: Compared with trade shows in other industries, why do agricultural trade shows depend more heavily on government support? What role does the government actually play?
A: The particular characteristics and current development status of China's agricultural trade shows determine that the government is the most important influencing factor in their development process. Compared with trade shows in other industries, because agricultural trade shows have a stronger public service attribute, their dependence on government support is also higher. Considering the official and semi-official status of most industry associations, the public service platform of "the government sets up the stage, enterprises put on the performance" is now, and will continue to be, the main body of the agricultural convention and exhibition industry. At the same time, governments at all levels and in all localities must also take the initiative, actively adjust and transform their own roles, accelerate the cultivation of the trade show market, guide and give play to the market's basic regulatory role, so as to further advance trade show reform, strengthen trade show management, highlight trade show effectiveness, promote the linkage between agricultural product production and sales, and serve modern agricultural production and circulation. The government's role and functions are mainly reflected in: overall planning, incorporating agricultural trade shows into the agricultural product circulation system; strengthening management, continuously optimizing the trade show market order; and increasing support, promoting the development of organizers and exhibitors.
Q: Nowadays, some agricultural trade shows are packed with visitors, with booths in such high demand that one is hard to find, while more agricultural trade shows are held with little activity, with booths at "zero price." Why is this?
A: After years of development, China's agricultural trade show market as a whole has become increasingly mature, and most trade shows have shifted from the cultivation stage to the growth stage. A number of agricultural trade shows with obvious characteristics of marketization, branding, specialization, internationalization, and informatization have emerged, such as the "China (Yangling) Agricultural High-Tech Achievements Expo," the "China International Fisheries Expo," the "China International Flower and Horticulture Exhibition," the "China (Shouguang) International Vegetable Science and Technology Fair," the "China International Agricultural Trade Fair," and the "China Animal Husbandry and Feed Industry Trade Fair" (later renamed the "China Animal Husbandry Expo"), all of which enjoy relatively high popularity.
These trade shows are able to draw huge crowds because their operational level has continued to improve and their degree of specialization has continued to strengthen. Trade show operations mainly include two parts: exhibitor recruitment and buyer recruitment. With the development and wide application of information technology, more and more agricultural trade shows have introduced modern information tools such as Weibo, WeChat public accounts, online registration for exhibitors and visitors, and on-site access control systems into their operations, providing convenience for enterprises to exhibit and visitors to attend, expanding the scope of trade show promotion, and also enhancing the exhibition effect. At the same time, with the help of modern information technology, these trade shows carry out more professional and detailed pre-show organization, during-show services, and post-show follow-up, providing exhibitors with more precise and personalized services, and the level of specialized service of the trade shows has accordingly been raised.
Along with the rapid growth of agricultural trade shows, there also exist a series of problems, such as mismatch between supply and demand, market mechanisms not yet fully brought into play, unsound organizing entities, and biased organizing concepts, which have constrained the healthy and sustainable development of agricultural trade shows. Specifically, there are the following problems: First, there is a structural imbalance between supply and demand for trade shows, which constrains the exercise of trade show functions. On the one hand, professional trade shows, specialty trade shows, and brand trade shows are in short supply; on the other hand, comprehensive trade shows, ordinary trade shows, and low-level trade shows are in oversupply. Second, the trade show market mechanism is not yet sufficiently complete, and resource allocation still needs to be optimized. At present, the market mechanism of agricultural trade shows is not yet complete. Trade shows held in some localities still continue an operating model of government budgetary appropriations or even direct government participation in organizing the show, resulting in low operational efficiency. In addition, due to factors such as numerous similar activities held in the same period, repeated holding of trade shows, and limited awareness among enterprises of specific trade shows, the problem of difficulty in recruiting exhibitors and buyers for agricultural trade shows is still widespread. Third, the professionalism of organizing entities is inadequate, and there is a shortage of trade show professionals. The total number of professionals for agricultural trade shows is insufficient, and their quality is generally not high. In addition, because most agricultural trade shows are not highly profitable, it is not only difficult to attract high-quality convention and exhibition talent, but also constrains the training and improvement of existing practitioners. Fourth, exhibitors and visitors vary greatly in quality, and trade show culture urgently needs to be cultivated. The main body of exhibitors at China's agricultural trade shows is mostly small and medium-sized enterprises engaged in agricultural production and operation, whose market development awareness and capabilities are generally weak, often leading to poor exhibition results. Because most agricultural exhibitions are currently open to the public free of charge, this objectively results in more ordinary visitors than professional visitors, and most visitors merely crowd around the booths to enjoy the excitement. This not only directly affects the environment for trade negotiations and constrains the effectiveness of exchanges and negotiations among exhibitors, but also reduces the efficiency of the organizing body's organization and coordination work and increases the difficulty of trade show management and service.
Q: As economic development enters the new normal and government functions
shift onto the fast track, what new challenges does the development of agricultural trade shows face, and how can the sustained attractiveness and brand effect of agricultural trade shows be maintained?
A: At present, the development of the industry is indeed facing certain challenges. "Transformation and upgrading" has become the primary keyword for China's agricultural convention and exhibition industry, and agricultural trade shows that previously leaned toward government leadership will gradually move toward marketization and specialization. This is specifically reflected in: changes in government support methods, with some agricultural trade shows under greater development pressure; the foundation for agricultural product market circulation is not yet strong, constraining the vigorous development of agricultural trade shows; and the influx of foreign exhibition giants, intensifying market competition in the convention and exhibition industry. Therefore, effective response strategies and methods must be adopted.
In light of the actual situation of China's agricultural trade shows and the opportunities and challenges they face, and drawing on successful international practices, it is necessary to guide, support, and regulate agricultural trade shows in a planned and targeted manner, focus on cultivating brand trade shows, and give full play to the functions of agricultural trade shows in driving agricultural production and promoting trade development. This should start with the following work: cultivate the trade show market and improve the efficiency of government management and support; keep pace with the industry and organically combine agricultural trade shows with agricultural development; integrate resources from all sides and support agricultural brand trade shows in becoming bigger and stronger; and strengthen professional training to provide talent support for the development of agricultural trade shows.