Article/ Jose
Translate/ Melody
Edit/ Lei
Photo/ Internet
Lots of people from this industry always feel quite “reluctant” to attend the exhibitions. However, we still fly halfway around the world to attend. We knew we might not be able to take anything with us, but you never know what’s coming after.
Walking into the exhibition hall on my first day, I felt a dizzy anxiety. Just glancing around, I saw thousands of wines, hundreds of stalls. There were more products than people, more people than booths, more booths than customers. I questioned myself: what brought me here?
people said the exhibition was boring, but in the end they all came.
Every Food and Drink Fair is a "Hundreds of schools contend, and the crowds danced" dispute. Hundreds of thousands of products, thousands of merchants, concentrated in one place. The flow attracts fierce competition, which leads to many complaints.
" Chengdu Food and Drink Fair’s booth is expensive, messy and a total waste of money."
"The best sold by this Fair are alway fake wines."
Eventually most of these complainers with lack of objective knowledge, come back. Food and Drink Fair, like a wine practitioner cannot give up the "double happiness".
Not all complaints are gratuitous. After talking with several exhibitors, the net customer value of the exhibition needs to be improved. In the group of "customers", there are a large number of exhibitors visiting each other. The largest percentage of customers come from known customers. Only 10 to 20 percent of them are new customers.
It was also suggested that such exhibitions were almost all attended by the same trade. However, this is the natural attribute of B2B exhibition. China has various modes and the proportion of homogeneous competitors is not high.How to achieve the highest rate of peer conversion, exhibitors are the worthiest of consideration.
There is a serious phenomenon of "riding a donkey to find a horse" among customers in the industry. Mr. Guo said: "A lot of customers have lots of products on hand when they come, they’re looking for something better, something more glamorous and something cheaper." From the perspective of these customers, sometimes the problem is not really on the product. As long as to see the major wine exhibition, the industry is not short of products. What it lacks is a more appropriate service model and a profound understanding of its position and value.From the perspective of exhibition, no contrast, no harm; no harm, no growth.
Everyone who comes to the Food and Drink Fair may be critical before they come, and excited when they are in the fair. After they leave, they may feel helpless because many projects have gone nowhere. So, what is it that really appeals to us?
Chengdu Food and Drink Fair is an industry exchange
Whether it is exhibitors or visitors, learning is tended to become to one of the biggest attractions of Chengdu Food and Drink Fair.Here you can see not only all kinds of strange products, but also all kinds of patterns. Some professional media and operations companies run hundreds of events during the fair. In these business activities, practitioners can receive and process useful industry information in one direction. At the same time, in such a peer focus of the location, more convenient two-way information exchange and discussion.
If you don’t go out, you never know how big the world is.Talking to intelligent people doesn't necessarily solve puzzles, but it does provide some ideas.These events and seminars are undoubtedly the most fundamental attraction for most viewers.
Chengdu Food and Drink Fair is an opportunity for friend’s reunion
Every year hundreds of thousands of people in this industry gather here from all over the country.March of each year became the most frequent meeting of friends.Many friends who cannot be seen due to the regional differences will run into each other unexpectedly here. This kind of social transmission mechanism of friends has a very effective network effect when the traffic is concentrated.
For example, I bumped into a friend in the crowd of the exhibition and made an appointment to have dinner together. New and old friends are made at dinner, and some of them will meet again the next day to go to the exhibition as so to make more face-to-face friends. No matter how many friends you meet on the event, there will always be customers and friends you can keep for a long time.
Chengdu Food and Drink Fair is a muscle show
Fashion tall booth, professional exhibitors, every session of Chengdu Fair into the brand show is indispensable place. This may be a block away from the boss, but it makes us feel extremely busy. The most basic evaluation of advertising effectiveness is the amount and quality of exposure.Chengdu Fair has these two characteristics at the same time, so it has become the focus of the muscle of the major brands Show.
In recent years, higher and higher promotion costs have not prevented various brands from investing in Chengdu Fair’s brands.From another perspective, this is also a positive reflection of market confidence. For such a brand investment, it is very important to plan for many years. Conversion rates are not controllable in highly competitive, high-volume environments. It's not that the size of the booth is directly tied to the number of orders. Long-term and sustained investment in brand strategy is the probability philosophy of breaking through short-term instability.
Chengdu Food and Drink Fair is an opportunity for holiday
Different from other exhibitions, Chengdu has its own tourism nature. In fact, many wine fairs are tourist events for wine merchants. Local cuisine, local culture and scenery are a hidden attraction for exhibitors and attendees. It is not hard to find that apart from the photos of people during the exhibition, there are more hotpot, string, scenic spots and bars. Wine people know how to enjoy life, they will not miss any opportunity to experience the local conditions and customs.
Each Chengdu Food and Drink Fair journey is a personal experience of the wind in industry. As professional exhibition goers, we feel an evolutionary shift every time. This time is no exception.
(1) The beginning of big brand cooperation.
There is a saying that makes sense: "this is the future of 10 head brands and 100 sub-brands that keep changing." Ideal young people choose to subdivide the field, away from head competition to find their "Pareto optimal". In the industry is gradually mature but has not broken through the bottleneck, the capital at this moment eager to try to hide. Big brands are starting to position themselves, but reality is not yet on their side. In the head of the brand income cannot pay the high investment and high accuracy of the capital required, the combination of resources is undoubtedly the most rational equity.
In this exhibition, both transnational and inter-bank cooperation has been improved in terms of scale and quality. More high-quality overseas enterprises accept their unfamiliar positioning and begin to seek matching domestic partners to enhance the advantages of both sides. White to red after years of trauma, began to try white plus red practice. Imports and local began to combine, no longer do not like each other, and choose to complement each other’s brand advantages and geographical advantages.
(2) The emergence peak of platform mode.
After several years of incubation and trial and error,this year's launch of the transnational B2B model is the previous quality and quantity have a double rise. While the platforms that try to solve logistics problems are still strong, unlike the cross-border B2B platform models that have become popular over the past few years, this one is more about information flow. Collection of single tail goods, source search wine, domestic blending, these information flow modes everywhere reflects the wine people to 5G and artificial intelligence algorithm forward thinking. We've seen platforms that have tried to address the flow of money come and go. We believe that in the future when block chain technology and digital currency internationalization become more mature, we will also see the emergence of some combination platforms.
(3) The replacement of the first generation of boutique wineries is completed.
As an outsider who came to the fair from the beginning, we find that the wineries are no longer reserved.
The first is that they have improved themselves.Many wineries without the ability to operate international trade and multinational brand operations are naturally screened out. Instead, wineries with a deeper understanding of China from the perspective and more sustainable development ability from their own strength will be replaced. A reliable and trusted Chinese partner is the norm for almost all wineries. They are also beginning to act within their capabilities and have a more balanced mindset in their strategic vision for the Chinese market.
While we hear a lot of frustration at the source, this near brutal elimination and education offers a more sustainable future for the market for quality products.
(4) Product upgrading is closer to segmented consumption.
In the hundreds of thousands of exhibits on display, we can find some unique product upgrades every year. This time we can see the upgrade, has begun to move away from simple packaging upgrade, taste upgrade.It is more about the promotion of products targeted at consumer segments and consumer groups,such as can of red wine, test-tube red wine, mixed red wine and white wine, and marvel themed red wine. The most ineffective innovation is innovation for the sake of innovation. Product upgrades are tailored to the needs, scenarios and demographics that allow us to see the rise of high-quality product talent in the wine industry. In the head brand competition, capital and resource strength may be hard work. And in the contention of subdivision domain, the person is the most dominant one side.
(5) Diversified and refined product display and promotion modes.
Although many people say that the promotion mode of Chengdu Food and Drink Fair is relatively rough, and the maturity of the exhibition is not as good as that in Hong Kong or overseas, but its progress is visible. More events, more famous stars and more venues all add up to a strong push in the mainland market. From tasting sessions, master classes and booth services, we find that it is getting closer to international standards. In the promotion and display mode, such innovations as VR travel experience and one-to-one special appreciation begin to appear. Model innovation is not Einstein filament test, efficiency is a show to promote the survival of the model. In a time to see the new display mode at the same time, it is also worth our time to think about the effectiveness of their own mode.
If you come to Chengdu Food and Drink Fair, I hope it's a rewarding trip.
This exhibition, which is full of diverse ideas, is an annual break for every practitioner.
If you happen to be in Chengdu at this time, let us know in the comments what you saw and what you found.
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