“If there is no professional auditor in one exhibition, this exhibition must be the last one.”  Mr. Zhang, president of Zhenwei Expo Group, put forward such opinion during the Ha’erbing Exhibition Industry Development Submit hold at the end of last year. Mr. Zhang also said that as the exhibition plays the role of a trading platform, the trading volume expresses its vitality. And the research shows that one professional buyer will bring 7 suppliers to the exhibition. So Mr. Zhang emphasized that it is more important to invite the auditors than to invite exhibitors.

 

“The key point for the development of an exhibition company is to obtain good reputation and set up company image by affording great satisfaction not only to the visitors, but also to the exhibitors, as the exhibition industry belongs to asset-light and high-end service industry.” Said Mr. Zhang in an interview with our reporters.

 

Formulating the whole service system

Nowadays the developing trend of all China exhibition companies is welcome, the survival situation is challengeable, however. Shortage of capital, lack of antistress and low level of innovation capacity is still the main challenge to majority of domestic exhibition companies.

  

Referring to how to survive under the constantly changing period, President Zhang hold the view that we’d better increase survival capacity through continuously learning and innovating, at the same time, keep the sense of crisis to make continued progress. And these have been done, the exhibition company can keep its feet in the tough situation.

 

Mr. Zhang also pointed out that in order to maintain the growth, the exhibition company should pay attention to service innovation, whole service system set up and service source integrity in the whole industry.

 

After several years’ development, there are great improvements in exhibitors’ organization and visitors’ invitation, which were disclosed from the feedback of exhibitors and the analysis of visitors. Mr. Zhang said that now we can grasp the requirement of our clients and do our best to render the best service to them. And we can say, we made constantly progress, taking visitors’ invitation as an example, Zhenwei has set up visitors promotion department to organize the audiences, moreover, we will dispatch several teams to participate relative exhibitions in USA, Canada, UK and Norway etc to collect more contact information, especially cooperate with the local associations to invite the visitors.

Prudential to our clients is to be prudential to our future and serving clients is to serve our career, Said Mr. Zhang, Zhenwei keeps on service innovation and advance experiences extracting from other exhibition companies both from abroad and domestic to provide good service.

 

Reinforcing brand recognition

Except for the service and the effect, it is the brand of the exhibition that can attract clients to participate in it.

In these years, Zhenwei insists on the strategy of brandlization, specialization, internationalization. “We focus on the industry of energy, resource and technical equipment,” Mr. Zhang indicated, “right now when mentioned Zhenwei to insiders, they will naturally associate with it with CIPPE, ICIE etc. and this is the success case of brand setup.”

 

Zhenwei devotes much attention to brand building through the setup of Brand Development department and the launch of new exhibition every year. As one of the newly launched exhibitions, CNIBF 2010 has attracted more than 300 exhibitors with exhibition area of more than 15,000 sqms. In accordance with the opinion of insiders, CNIBF has become the new engine of image improvement, product promotion and investment import. Mr. Zhang commented that we are not afraid of investment, what we concern about how is to invest in the potential projects. What’s more, if we invest in the correct project, it’s undoubted that we will make profits after three to four years’ hardworking.

 

Considering about how to develop famous exhibition, Mr. Zhang told us that there are 4 steps, first of all, the set up of strong brand sense, followed with investment, then the recruitment of management team good at brand management together with the promotion specialists, last but not least, insist on the target. He also kindly reminded that the retreat at the crucial moment will cause the crash of the whole project.

 

Providing suitable cultivating land for the talents

Having a stable and full of passion team is the assurance of survival of the exhibition company, per Mr. Zhang’s words, half of Zhenwei’s staff have worked here for several years. No stable working team, no stable exhibitors.