In the online search engine, the search keyword "home building materials fair", the home and abroad home furnishing exhibitions on the search home page are overwhelming. As an important display platform for home furnishing companies, the annual home furnishing exhibition attracts a large number of industry people, enterprises and dealers to observe and visit. However, in recent years, home furnishing shows seem to be held more frequently, and their scale has increased year by year. The venues can be held all over the country, and the time of the event is often “crashâ€. The major home furnishing companies are busy going to the major home exhibitions. The pre-preparation, pre-show exhibitions, personnel arrangements and other exhibitions have also made the home business busy, which once made the company "out of breath". So, is it really necessary for home furnishing companies to exhibit frequently?
(Image from the network)
First, the status quo: the enthusiasm for the exhibition "only increase or decrease", the number of exhibitions increased year by year
According to relevant reports, in 2017 alone, all the home furnishing industries in China can hold hundreds of exhibitions in large and small! The exhibition covers all home furnishing categories such as custom homes, aluminum alloy doors and windows, wooden doors, wallpapers, ceramics, sanitary ware, flooring, etc. It also includes upstream and downstream industrial chains supporting the home industry, including plates, coatings, hardware accessories, and glass. Suppliers such as production machinery can almost be called "all-in-one". In a vast country, the venues of the exhibition will also extend from South China to the southwest, to the northeast, and almost every region, every province, or even a prefecture-level city, county or city level can hold at least one An exhibition called the name. Especially in the past few years, the number of exhibitions has grown more and more, and there are not a few exhibitions once a year and once in a season.
Second, the analysis of advantages and disadvantages: whether the frequent participation in the exhibition is "investment is greater than output"
The number of exhibitions has increased year by year, and its scale has become larger and larger. So, what is the real value of exhibitors for home furnishing companies? Is the high investment in the previous period able to achieve significant results greater than the investment through the exhibition? In fact, for different home furnishing people, they also hold different views on exhibitors. In fact, the advantages and disadvantages of exhibiting are mixed. However, most of the companies that have received the results in recent years are still blunt, and the effect is not as good as one year.
1 Lee: Effective promotion channels to enhance brand exposure
In fact, in the early days of reform and opening up, domestic information was still relatively closed. Due to the limitations of the carrier, the effect of communication was affected to some extent. At that time, the exhibition, as a platform for communication and communication, gradually became an effective channel for enterprises to show themselves and enhance brand exposure. In the author's interviews with many home furnishing companies, they all expressed their hope to use the platform of the exhibition to promote the brand and expand the brand's popularity.
The exhibition is indeed an effective publicity channel for exhibitors. In addition, it is an important “position†for investment promotion. A survey has shown that customers who come through the show can save 60% on average compared to other customers. The simple and direct exhibition mode of the exhibition allows many dealers to contact the manufacturer at the site to understand and negotiate. This is also one of the purposes of the company.
Of course, the exhibition brings together companies from all over the country and even overseas to bring the latest research and development products to the audience. This is also a rare learning and communication platform for enterprises. The company can learn about the latest development trends of the industry through the exhibition, and observe the peers. Learning from each other's strengths is also conducive to the future development of the company.
2 disadvantages: the cost of exhibiting continues to rise, the actual gain is not big
"There are too many exhibitions now. I don't participate in two home exhibitions a year. I am embarrassed to say that I am a brand manufacturer." An industry insider expressed his views on the current exhibition. Due to the large number of exhibitions in recent years, Exhibitors' expenses, participation fees, transportation expenses, personnel costs, etc. are also a lot of expenses. As the cost of exhibiting has increased year after year, exhibitors have gradually become a burden for SMEs.
The high cost of participation in the exhibition has cost a lot of manpower, material resources and financial resources. During the limited exhibition period of the exhibition, the number of on-site signings through the exhibition platform is also limited. Obviously, the output actually obtained is far less than the previous cost. Invest. This is one of the important factors that companies are not keen on exhibiting at present. "Some exhibitions can't go without going. After all, the cost is there. If we go to the exhibition, we don't even have time to breathe." A person in charge of a home business said. Indeed, if you frequently exhibit, the company is bound to be distracted, its cost is not low, it takes time and energy, and perhaps does not take into account the most basic aspects, such as product development and innovation, etc. Will become an infinite loop, serious or will affect the long-term development of the enterprise.
Third, the response measures: how to improve the status quo of exhibitions & enterprises?
Today's exhibitions are facing the status quo. Whether it is for home furnishing companies or for exhibition organizers, both sides need to think rationally and make correct decisions.
1 For the enterprise: rational participation, clear purpose of participation
In fact, to go to the exhibition, the home business must first be clear about what is the purpose of their exhibition? Is it hoped to showcase the latest research and development products through the exhibition, or do you want to use the platform of the exhibition to attract investment? After a clear purpose, focus on one aspect and make planning decisions in this regard.
Of course, exhibitors are the next step in making decisions based on the foundation of the company. For the enterprise, no matter what kind of planning, sticking to the brand foundation and doing a good job, it is the basic development of the enterprise, and it must be a good thing. Just like building a building without a solid foundation, it is difficult to counter natural disasters such as storms and earthquakes. The same is true for operating a company. It is the foundation of the brand, gaining a good reputation, and being recognized by consumers before it can attract dealers and consumers to achieve certain effects in the exhibition.
The most important thing is still to choose the best exhibitors according to the actual situation of the company. Don't blindly exhibit. Not all exhibitions are suitable for their own exhibitions. For example, positioning high-end brands must consider whether the positioning of the exhibition is in line with its own development. It will help the brand, is it conducive to the development of the brand; if it is a small and medium-sized enterprise, considering the actual cost input, you can choose to participate in the exhibition in the nearest region, first of all to start your own visibility in the region, and then proceed to the next step of planning. In short, enterprises must first lay a solid foundation. For exhibitors, they must make rational choices.
2 For the exhibition: moderate exhibitions, make their own characteristics
Some insiders said that the exhibition is a place where the target customer group gathers, but the number of times a year is a little more, which leads to the rush of the company's research and development cycle. The exhibition will be held once a year, which may be more suitable for the requirements of the manufacturers. In fact, this also puts forward suggestions for the exhibition host. The importance of the exhibition to the company is self-evident, but the frequent exhibition time will cause the company to cope with it. Therefore, the organizers of the exhibition can organize exhibitions in a timely and appropriate manner, and leave room for the company to take a breather to adjust to the exhibition.
Exhibitors are one of the traditional methods that have been around for a long time. Although there are more and more problems nowadays, traditional exhibitions have gradually lost their appeal. In today’s era of information development, it is necessary to attract a large number of manufacturers to participate in the exhibition. The exhibition also needs to create its own "differentiation" and make its own characteristics, such as the appearance of high-end professional design exhibitions. The high-end exhibition, whether it is a company or an exhibition, is a development direction in the future. In fact, enterprises are also building high-end brands. The exhibition can cater to the development trend of the industry and adjust the positioning of the exhibition to attract enterprises to exhibit. .
However, it is undeniable that most of the current exhibitions are still presented to the audience in the traditional exhibition mode. Nowadays, home furnishing enterprises are facing the fate of transformation and upgrading. The same is true at the exhibition. When the traditional sales model can no longer meet the needs of home furnishing enterprises. When the original exhibition advantage is lost, the exhibition also needs to be upgraded. It needs to break through the tradition and is no longer limited to the exhibition model. It can be more diversified, personalized and multi-functional.
Conclusion:
In fact, for the more frequent home building materials exhibition, is the investment and output of the company directly proportional? Perhaps only companies can know the outcome. However, in the face of the current exhibition, enterprises should also take into account the advantages and disadvantages of exhibiting while participating in rational exhibitions, taking into account the actual proportion of input and output. Of course, to firmly establish the brand foundation, it is necessary to do it at any time. Good thing. In 2018, in the face of the major home furnishing exhibitions that followed, I wonder if the major home furnishing companies are ready?
(Source: Home Hotline)
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