With the expanding opening up to the outside world, all regions and industries in China are enthusiastic about exchanging overseas with them. In particular, in the export-oriented regions and enterprises, in order to expand their support for overseas trade and cooperation, they are willing to go abroad and take part in overseas exhibitions Or alone overseas exhibition held in more. This is a welcome phenomenon. However, there are many worries. Many exhibitions conducted by overseas exhibitors often undergo rough upswings and huge costs but with little success. The reason, of course, is the product, market, packaging, price, advertising and sales network, and many other issues, but the exhibition can not achieve the scheduled exhibition objectives, but mostly for the organization's implementation of the exhibition itself. For example, prior to the exhibition investigation and market surveys are not good, as well as improper selection of exhibitions, exhibitions or wrong configuration, or transportation of the exhibits caused significant damage and so on. In short, we have gathered experience in the lack of basic knowledge of overseas exhibitions. To this end, this chapter will introduce the basic knowledge on how domestic enterprises to do exhibitions overseas.
Chapter I Selection and Participation of Overseas Exhibitions
As we can see from the exhibition categories, although the names are both expositions and exhibitions, there is a big difference between them: the theme of the exhibition is different, the composition of the exhibitors is different, and the participants and visitors constitute different goals. Different markets, as well as the geographical market in the country's different market conditions, which requires companies to choose from the exhibition to achieve their goals. If you are looking for specialized sales of certain types of merchandise distribution agents, I am afraid to participate in the appropriate professional exhibition most appropriate; if you want to launch a province, the city's product image, then participate in the Expo and a separate museum will have greater effect If you are looking to try out certain new products, you can rent a small number of booths at the fair to bring face-to-face contact with traders and product specialists. Keep in mind that participating in the exhibition is not a publicity campaign for the general public, but a real product trade. Therefore, it is important to select exhibitions just as carefully as finding a target market for the products.
As much information as possible before the exhibition, is a reliable guarantee for making the right choice, the information made comprehensive and specific, can only reflect the characteristics and applicability of a show.
Once you have decided to participate in the exhibitions in a particular country, what should you then pay attention to? Australia International Trade Development Center for this made a brilliant advice:
1. To determine the business objectives before the show. Why do exhibitions? Need to find marketable market and new customers? Want to introduce new products or provide new service items? Need to choose agents or wholesalers? Are you interested in running a joint venture? Or through the exhibition to research and develop the market.
Before the exhibition to carefully select and study the sales market
3. Determine the exhibitors goods. You know, foreign customers are concerned about the latest or best quality products. So we should not display outdated products.
4. Fully prepared before the exhibition preparatory work.
5. Understand all the specific requirements of the exhibition. To clearly understand the full rules of the exhibition, exhibition time, service projects and the procedures required for exhibitors.
6. Should be sent to familiar with the situation can call the people to attend the meeting. Exhibitors should understand the company's sales intentions. If the product on display is related to technical and instrumental equipment, engineers should also be selected to understand the technical issues.
7. Schedule to be generous. Should be in advance to ensure orderly exhibition, exhibits in good condition. The exhibition is over. After the exhibition, have time to fully listen to opinions.
8. The business and courtesy should be well balanced. To have sufficient staff for booths.
9. Should pay attention to advertising. Pre-exhibition and exhibition should be published attractive business journals and newspapers.
10. Learn about local customs. Before going to be familiar with the local holiday festival, the seasonal market and consumer habits.
11. Choose the ideal agent.
12. Send product samples.
13. To quote the price of all products, mainly CIF price. Of course, FOB prices and CIF prices are important in international trade, but in general, FOB costs less. Also to determine the delivery time.
14. To serve foreign users.
15. To metric marked product specifications. Internationally common is the metric system. Therefore, before the show, made ready metric data product specifications.
16. Across the language barrier. The best exhibitors have learned a language.
17. About credit and payment methods. First of all, you should know the credit of foreign agents, you can through the bank, you can also get from the consulting firm. You should also understand the insurance, payment methods and other aspects of the situation.
18. To protect the right to patent and consultation. If you have already acquired the trademark right in your patent, you should study with your patent agent in advance and how to keep such trademark or patent overseas in the future. Most countries in the world have the right to patent or trademark protection.
What needs to be mentioned is that the most important task in deciding whether to attend an exhibition or not is to study whether there is a potential market for the products to be delivered in the countries or regions where the exhibition will be held and whether it is possible to find a sales outlet.
If you have decided to attend the trade show, you should start with the following work:
① understand the extent of the area covered by the Expo?
② with which types of products with the exhibition, that is, the exhibition is comprehensive or professional?
③ If it is an international trade show, rather than a special Chinese product exhibition, those who will be exhibiting foreign companies? What product exhibition?
④ exhibition site booking costs, time schedule?
⑤ If your product is sold to the exhibition area or country to pay what kind of tax? Tax will not be too high?
⑥ your product FDB price and CIF price is how much?
⑦ exports to the market, your price can be accepted, or high or low? (Commercially, you get what you pay for, and sometimes the product is good, but if the price is low, it is likely to be suspect of poor quality, so low prices may affect product sales.)
⑧ your product useful for many industries? Or only for a few two or three industries useful? If the product just to meet the special needs of several, it is best to sell directly to them, there is no need to participate in large-scale trade show.
⑨ If you receive the order, there is no difficulty in performance? Can quickly organize to the needs of the supply? In the transport, exports and many other areas need to be arranged in advance.
If you decide to attend the Expo, but your company is not owned by the state with the right to operate foreign trade companies, you need to entrust a company that has the right to operate foreign trade, let them as your agent to arrange for you to participate in product exhibitions and charge d'affaires Product export business. In addition, you may also pass the China Council for the Promotion of International Trade. The general assembly of this institution is based in Beijing and has chapters in all provinces across the country. China Council for the Promotion of International Trade has a dedicated exhibition department to go abroad to take charge of organizing the products of domestic manufacturers to go abroad to participate in international commodity exhibitions or organize specialized exhibitions of Chinese products abroad.
How can we put our products out of the exhibition? This first needs to know which exhibitions, fairs, and exhibitions are held in different places each year. To obtain this information, you can consult a calendar of trade fairs and expositions in West Germany, published in English, French and German respectively. The London Exposition Information Center publishes the Exposition Report, in addition to some trade, Commercial journals Airports are also ready to introduce this aspect of the situation. Japan also publishes a book titled "Japan International and National Exhibitions and Expositions", which is published every year in June and December. Publisher: Japan Convention Bureau Address: Tokyo Traffic Association Hall 2-10-1, Chiyoda-ku, Tokyo.
Chapter II Expenses for Overseas Exhibitions
To hold an exhibition overseas, the foreign exchange payment is a big expense. How many stalls to rent appropriate, how much is appropriate to rent pavilions, the best way to display the best, etc., must be carefully considered, must not be sudden "Quarrel more and more", want to quit from reality Need to deviate from the "input-output" principle of benefit, at the same time the cost of exhibitions for more specific understanding, comparison, and for in-depth discussion, clever negotiation of foreign, strive for more services and cheaper prices . Once the external contract, should abide by the contract, stresses credibility, can not be arbitrarily withdrawn, resulting in credibility and economic losses.
The way to hold exhibitions abroad is as follows:
First, rent stalls;
Second, rent the entire stadium or some venues, set up special museum;
Third, hold an exhibition alone;
There are different ways to organize the exhibitions, and the items and levels of the required fees are not the same. The cost of the project and level should be consistent with the size of the exhibition area, facilities, services, and obligations undertaken. Absolutely can not be separated from these specific beads section. And talk about the cost of the cost-effective or not. All of these must be specified in the contract. The understanding of the conditions of the exhibition hall can not be paid for as long as there is at least a detailed image and textual information available to them.
Chapter III Regulations of the Exhibition and the Measures for the Supervision of Exhibitions by the Customs -
Having a thorough understanding of the regulatory measures governing exhibition regulations and exhibits in the country is an important condition for running the exhibition and achieving the desired result. The charter of an exhibition has clearly stipulated the various aspects of the exhibition. The general rules of the 10th Osaka International Exposition include the following 29 aspects: name, purpose, moderator, support, sponsorship, duration, venue, exhibitor and exhibits, types of exhibition venues and their basic facilities, exhibitions Venue fee, exhibition booth application and contract, exhibition booth application and contract cancellation and invalidation, booth distribution, exhibits moving in and out, display, performance, test marketing, exhibits safety protection, exhibition site Restoration of intact nature, supply of electricity and telephone and water supply and drainage, admission, burdens and settlement of various funds, exhibition promotion, list of exhibitors, accident prevention and accident liability, photocopying and copying, change and suspension of the duration of the meeting, rules and regulations , Changes in the rules of procedures and so on.
In order to make readers not more practical understanding, special selection of eight, are often encountered during the exhibition.
Exhibits:
A: Exhibits are products manufactured or operated by exhibitors.
B: Something similar to the following is forbidden to be exhibited.
Weapons, guns, knives, swords, thugs, explosive or radioactive dangerous goods, highly toxic substances, narcotics, imports or sales of prohibited goods that may infringe on industrial ownership. In addition, the organizer thinks it is a hindrance to the items held at the exhibition.
C: Protecting Industrial Ownership
Exhibits of previous inventions that apply for industrial ownership are protected under Article 30 Clause 3 of the Franchise Act (Japan) according to a separate procedure.
Test room: a small 9 square meters (3m × 3m), arranged in single or double row. Can be sold in the test of small interstellar test, in the new products and non-introduced products. The rules according to another test special rules for the sale.
Exhibition: Exhibitors use the allocated small room, you can set to obtain the effect of the exhibits necessary for exhibition equipment, decoration, various signs and so on. These facilities are limited to a height of 2.70 meters from the surface of the bed, the rules of which are set separately.
Actual performance:
(1) The actual performance of the exhibits, taking into account the human body, property safety and other exhibitors have any effect;
(2) When the organizer deems it necessary, he or she shall conduct the performance of safety treatment and stop the performance or stop it.
Test sales: Exhibitors can not sell exhibits or other items under the conditions of transfer during the exhibition within the assigned exhibition booths. However, according to the provisions of the relevant provisions of the test site in a specific place.
Photo, photography and copy:
Exhibitors can not be photographed, copied, measured, etc. without the consent of the exhibitors or sponsors.
Exhibits security:
(1) The organizer shall manage the entire exhibition hall by responsible managers to ensure safety.
(2) Exhibitor's protection system is responsible for exhibitors. The organizer does not compensate for the loss, theft, loss, fire, operation and other accidents occurred in the exhibition venues.
(3) The exhibitor shall insure the goods moving into the hall during transport and exhibition, and take appropriate protective measures.
Rehabilitation of the exhibition site:
When exhibitors work in the venue, in principle, they will be fully restored within the period of removal of the exhibits. The so-called restoration is not as it is and if the restoration can not be carried out during the period, Exhibitor burden.
Chapter IV Transport of exhibits, insurance and post-exhibition handling
■ Exhibition of goods transport -
How to transport the exhibits safely, on time and economically to the exhibition halls in the country? Generally, they are all entrusted with the sole responsibility of the Sinotrans Company (Sinotrans Company normally cooperates with its transit agent in the country of destination). According to the requirements of the Sinotrans Company, the organizer of the exhibition shall provide the information on the exhibits, the address, the date and the recipient of the exhibition as well as the exhibits, the marks, the uniforms, the size, the gross weight, the net weight and the total volume. Weight and so on.
Should be brought to the attention of the matter there are:
First, the arrival time, it is best to leave a little room to prevent the unexpected delays on the way to the Pavilion. However, the arrival time should not be too early, one will increase storage costs, the second will increase the possibility of damaged exhibits;
Second, the use of export packaging exhibits, with container 簟 transport conditions, the day using container transport; in bulk when shipped, as far as possible when loading to take into account the convenience of unloading after the port.
Third, the marks, box number, loading and unloading transport signs to strive to clear, the exhibition props outside the first set of marks, usually take the first letter of the national capital to take exhibitions, together with the year of exhibition, such as the 1988 exhibition in Italy, marks can Set as the props brushing marks outside the box, and all kinds of village blog, usually: marks, box number, size, weight, hanging fishing instructions symbols and rain, fragile and other safety signs.
The points that need to be explained are:
First, to send customs one of two exhibits list:
• proofs;
• Categories listed. Usually divided into exhibits, inventory, promotional items inventory, exhibition inventory;
• Department of Chinese language and culture exhibition in the display of Chinese language contrast;
• Some countries require that the gross weight and net weight of each exhibit be displayed;
Second, to be submitted for inspection of the exhibits issued by the National Bureau of Export Commodities Inspection and commodity inspection certificate;
Third, for some foods, fur products, etc., must issue a quarantine certificate.
■ Exhibition safety and insurance -
Outbound exhibition products insured, our country generally insured in the country, insured projects, generally fire insurance, water insurance, theft insurance. The role of insurance, mainly in case of accident prevention and theft, can still be partially compensated. However, the compensation will never be equal to the lost value. Especially for exhibitions and sales of exhibition and sales products, the promotion of this means that the market opportunity has been lost and the loss can not be seen invisible. Therefore, taking preventive measures is a crucial event. Fire protection, fire protection, anti-theft measures, security guards and inspection systems should be perfected and perfected, and should be run through the entire exhibition process from opening to packing. Especially for those "value for money" jewelry, cultural relics and the like, but should focus on protection, and strive to be foolproof.
■ sales of products for sale:
First, the sales of small items:
Sale of small items, making money is not the main purpose, from the exhibition site effect, is to active exhibition atmosphere, to attract more viewers; from the exhibition promotion point of view, the small sale of the purpose is to promote the sale of exhibits and access to large quantities Impressions of the fair and inexpensive, won the good impression of the vast audiences on some of China's products, memorable commodities, leaving the audience to remember the Chinese exhibition. At the same time, the sale through sale is also an opportunity to learn about the local consumer market on the ground. From this last point of consideration, exhibitors must participate in some field visits and conversations, no matter the method of sale.
There are basically three ways to sell a small product. First, it is best to win the trust of its audience because it is sold on its own. However, due to the heavy workload, it often tends to pull too much power from limited pavilions and often causes the cart before the horse to reverse the display. And the turnover of the work; Second, with local distributors or agents in cooperation with the business, sales of equipment and most of the sales staff by the local collaborators responsible for the exhibition can greatly reduce the workload; Third, the sale of local products to the dealer Agent, and the provision of sales venues in the exhibition near, is the most easy way, but there are two points to note. First, agents may be invited to come to China for purchase in order to make them more marketable (including some of the sales products sold on the market). Second, In order to make the sale not motivated by the possible interest of the agents, the difference between the sale price and the local market price should be concluded with the distribution agent in advance: it is usually lower than 10% of the local market price.
Second, the handling of exhibits -
The handling of exhibits, there are several general situations:
1, the country does not specify the sale, should be shipped back the original piece; 2, expensive exhibits, generally can be taken individual transactions, or consignment approach. If the two are not, you need to be shipped back; 3, middle and low-grade goods, the general take the discount underwriting approach, dust in the exhibition, the light fades, hanging damaged things, discounts larger (merchant goods, Art is generally not compromised, some compelling boutique, on the contrary due to the exhibition and rising prices). 4, Exhibition props, in addition to aluminum-mounted props, generally do not have the value of reusable things, out of consideration for shipping costs, mostly on-site disposal or sale, or presented, or for waste disposal.
The value of an exhibition tends to be dominated by a few or more expensive exhibits. Therefore, the focus of the actual treatment of exhibits on the sale of these expensive exhibits, many pavilions for this big headache. The Yokohama 1980 Shanghai Arts and Crafts Exhibition provides some good experience. Before the opening of the exhibition, the exquisite exhibits made of exquisite samples, with a opening invitation, sent through the local sponsors sent to some of the local prospective buyers, which is the target buyer to visit the exhibition, the purchase of exhibits do A good public relations work. As a result, sales performance is excellent.