The Professional Exhibition Won'T Win The Audience.

According to international practice, professional exhibitions do not win by the number of visitors.

At present,

Strict audience definition is the prerequisite for accurate statistics of exhibitions.

In Europe, it is almost natural for the exhibition data to be audited by the FKM.

Germany is known as the exhibition Kingdom, and has developed a quite mature approach in every aspect of the exhibition.

According to the definition of the audience and the statistics of the exhibition, the opinion of the voluntary control organization of the German Conference and Exhibition statistics shows that all the people who have bought the tickets or registered the names and addresses at the audience registry are called spectators.

Journalists, exhibitors, service staff and unregistered guests are not included in the audience.

This code of conduct is widely used in Europe.

In the United States, staff members and other groups of exhibitors are called "exhibition participants", and some of them are counted in the number of spectators.

Only those interested in establishing business relations with exhibitors can be regarded as spectators.

The definition of audience is the most stringent.

The German Conference and Exhibition statistics voluntary control organization is affiliated to the German exhibition and exposition Association. The number of exhibitions annually audited has increased from 25 40 years ago to about 300 now.

In Germany, 90% of the international fairs and 80% of the regional exhibitions are organized by the voluntary statistical organization of German Convention and Exhibition statistics.

For the collection and distribution of the number of exhibitors, display area, the number of spectators and the structure of the audience, the German Convention and Exhibition statistical data voluntary control organization has its own set of standard system, which is mandatory for all members.

Whether members perform the specification is ultimately examined by the public accountant.

Some experts believe that it is necessary for China to set up a national conference and Exhibition audit system, because there are many statistical standards used by Chinese exhibition organizers.

For exhibitors, spectators and the media, it is very difficult to understand the true scale and impact of the exhibition.

Transparency of the exhibition statistics will benefit the whole Chinese exhibition market.

However, some organizers of the exhibition still resist this kind of pparency. They benefit from their own standards, which is not conducive to the popularization of statistics and evaluation.

We must establish such a view that the quality of the audience is more important than the quantity.

Compared with similar exhibitions in China, the number of spectators announced in Germany is far less.

For example, the Expo exhibition held by Munich Expo Group held in Shanghai last May, although the popularity of the site looks more prosperous, the number of spectators after the conference is only more than 9000. For this reason, experts analyze that the Munich International Expo Group's exhibition in China is mainly aimed at professional spectators.

The audience must pre register before getting tickets.

Therefore, the Munich International Expo Group knows that the number and nature of the accurate audience (professional spectators or ordinary spectators), the media and the unregistered guests are not regarded as spectators.

Compared with similar exhibitions in China, the number of spectators released by Munich International Expo Group is usually less, but this does not affect the reputation of the exhibition.

Because they think that the most important thing for the exhibition is the quality of the audience, not the quantity.

Exhibitors and their target audience have close contact opportunities before they are more likely to engage in business communication, and the purpose of exhibitors participating in the exhibition is also achieved.

If the exhibitors face only a large number of ordinary spectators, they will need more time and effort to distinguish real customers from them.