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The Asianisation of the Exhibition Industry - Pitfalls and Profits

The Asianisation of the Exhibition Industry - Pitfalls and Profits. S.K Hong, Chairman, KEOA. 1. Exhibition Industry Trends of Major Countries . World Exhibition Market is Increasing Continually 5% +

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The Asianisation of the Exhibition Industry - Pitfalls and Profits

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  1. The Asianisation of the Exhibition Industry - Pitfalls and Profits S.K Hong, Chairman, KEOA

  2. 1. Exhibition Industry Trends of Major Countries • World Exhibition Market is Increasing Continually 5% + • Exhibition Industry Revenues Up 11.3% in Q2 compared with the second quarter of 2006 (CEIR Report) • Europe, America (Exhibition Developed Countries) - Germany, France, U.K., U.S.A. Etc. - Maturity stage - exhibition items are exhausted - Intense competition • Asian Exhibition Market Has Rapidly Increased Including China

  3. 2. Asian Economic Trends • Dramatic Development - Export-oriented, Labor-intensive • Stagflation - Prolonged high price, low growth period - Sharp rise of food and oil price - Increased food expenses - Vietnam, Malaysia, Indonesia, Bangladesh - Source : News week

  4. 2. Asian Economic Trends -Source : Bloomberg

  5. 3. Current Trends of Asian Trade Fair Industry • Economic Development • Increasing Purchase Power • Continuous Expansion of Exhibition Space • Exponential Economic Growth of China and India • Economic Revival of Japan • Growing Interest of Big Foreign Organizers in the Asian Market • Governmental Support • Serious Consideration of International Cooperation

  6. 4. Case Study - China • Average 563 Exhibitions Open In A Year • Exhibition Space 4,170,000sqm – 75% of Asian Total Exhibition Space (2005) - Recently, the speed of growth is sharper than before • Average, Each Province Has 62 Exhibition Hall, Total Space – 2,313,000sqm • Annually, 30% of New Exhibitions are Launched in China(20% Growth Every Year) • Venue Development Changing From Beijing, Shanghai, Guangzhou to Interior Province

  7. 4. Case Study – Hong Kong • HKCEC - Around 66 exhibitions are opened per year - Attract 4,800,000 visitors and 42,000 exhibitors - Exhibition Space will be expanded from 60,000㎡to 200,000㎡ in 2009 • Asia World-EXPO Open (Dec., 2005) - 60,000㎡ • Hong Kong Exhibition Industry Generates $2.1 bil Direct/Indirect Effect in a Year - 47,000 employment , ＄9.1 mil tax revenues

  8. 4. Case Study - Singapore • Singapore EXPO: Expanded to 100,000㎡ in 2005 - Attract 200,000 overseas visitors and 100 exhibitions in a Year - Trade Development Board (TDB) manages International Exhibition City(IEC) program - About 1/3 Asian exhibitions approved from UFI are Singapore shows • Mega Entertainment Center is Planned - Promotion to attract Exhibition/Convention

  9. 4. Case Study - Macao • Mega Leisure/Exhibition/Convention Facilities - Venetian hotel – completed - Space for Exhibition/Convention : 100,000㎡ - High qualified infrastructure • Exhibition/Convention – Leisure/Tourism – Casino : Fused Together - Positioning as family tour, business tour venue

  10. 4. Case Study - Korea • Domestic Exhibition – Selecting & Supporting of the representative brand exhibition – Local exhibition space expansion : KINTEX 2nd Phase, EXCO, BEXCO – Design education : staff of exhibit companies • Overseas Exhibition - Selecting major exhibition, Supporting exhibitors - Supporting Korean pavilion exhibitors & private exhibitors : Association of Korean Exhibition Industries

  11. 5. Success Factors of Asian Exhibition Industry • Revitalization of Asian Market and Increasing Purchasing Power • Compare with European Saturated Market, Asian Market have Plenty of Opportunities • The Organizer’s plan to Increase Revenue Ex. Exhibition Brand Franchise • Drastic Investment of Government

  12. 6. Korea Exhibition Market Difficulties • Paralyzed Industry Condition and Awareness - Because of only 30 years old history, the awareness of industry importance is lacking - Insufficient condition to the industry - Many trade shows focus on the event concept to the public, not Exhibitors’ marketing & promotion • Governmental Leading - Because it’s out of market logic, distortion is caused - Because hardware (exhibition center) is fostered preferentially, software (exhibition management skill, exhibition service etc.) isn’t developed much (compare with facilities)

  13. 6. Korea Exhibition Market Difficulties • Limited Number of Mega Show - Too many exhibition center developed - Copy shows are increased - Same kind of exhibitions’ excessive competition caused decreased output of exhibitors • Insufficient Statistics Data - For exhibitor value enhancement, objective data needed - Insufficient D/B Building System - Insufficient awareness of the importance of statistical data - Arbitrary statistical data

  14. 7. Future Directions for Korean Exhibition Industry • Developing TOP BRAND Exhibition for Globalized Mega Exhibition

  15. 7. Future Directions for Korean Exhibition Industry

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