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In recent years, with the rapid development of the jewelry industry, more and more jewellery exhibitions of various sizes have been organized and become more and more frequent.
According to incomplete statistics, there are nearly one hundred large and small jewelry exhibitions held in Beijing in one year, and some exhibition halls even appear to get together. At present, the number of jewelry fairs has reached saturation. What does this phenomenon mean? What should the audience, exhibitors, exhibition organizing committee, and government departments do?
The number of jewellery shows in Beijing ranges from the exhibition plans of China International Exhibition Center, National Agricultural Exhibition Center, National Convention Center, and Beijing Exhibition Hall. For the time being not to mention the whole year, only from January to June this year, there are jewellery exhibitions in Beijing Moon and Moon. The time between the exhibition halls is quite close. Some exhibition halls even hold two jewellery exhibitions in the same month.
In recent days, Beijing has held frequent intensive exhibitions of various types of jewellery. However, it was seen on the second Beijing 2014 Spring Jewellery & Gemstone Fair held on March 23rd and the Beijing 2014 Spring Jewellery Fair opened on March 27th. Consumers did not lower their enthusiasm for participation because of the frequent exhibition of jewelry.
In 2014, the 2nd Beijing Spring Jewellery & Jade & Jewelry Fair was sponsored by Beijing Ciyang International Exhibition Co., Ltd. (hereinafter referred to as Ciyang Exhibition) and held in the National Agricultural Exhibition Hall. The 2014 Beijing Spring Jewellery Fair was held by the China Jewellery & Jade & Jewelry Industry Association. (hereinafter abbreviated as "China Baoxie") is hosted by the Beijing Exhibition Center. In 2014, the second Beijing Spring Jewellery & Gemstone Jewelry Fair came to an endless stream. Some booths were crowded with people and the scene was very spectacular. The transaction amount of thousands of thousands of yuan was easily and quickly reached on the spot; the Beijing Spring Jewelry Fair 2014 also The explosion of popularity, the variety of jewellery on display was dazzling and dizzying, leaving many viewers "unreasonable."
Many of the exhibitors who participated in the 2014 Beijing Spring Jewellery & Jade Jewelry Fair exhibited at the 2014 Beijing Spring Jewelry Show.
A number of viewers, including Ms. Xue, said that the jewellery show seems to have become the â€œbattlefieldâ€ of numerous organizing agencies and jeweler Nuggets. Nowadays, there are many jewelry fairs, with uneven quality and scale, homogeneity, and suspicion of promiscuity. It is undeniable that the good jewellery exhibition not only attracted a group of loyal brand exhibitors, but also presented many high-end jewelry works.
Exhibitors: Selectively Exhibiting
Jewelers think that if they can make money, they will invest great enthusiasm to participate in the exhibition; the organizers of the show think that it is profitable and will follow suit. These are the main reasons for the current excessive jewelry exhibition.
Faced with high-density jewellery exhibitions, what are the jewelers' choices and what are their requirements? Although there are many jewellery fairs, exhibitors do not participate blindly.
At the 2nd Beijing Spring Jewellery & Jade & Jewelry Fair in 2014, a staff member who was not willing to be named at the new Wanshan booth said that they had started exhibiting since last year and only participated in exhibitions sponsored by China Baoci Association and Qiyang Exhibition in Beijing. , participate in five or six a year.
At the second session of the Beijing Spring Jewellery & Jade & Jewelry Fair in 2014, Zhang Shizhen of Taiwanâ€™s Mojin Jade & Stone Arts and Crafts Co., Ltd. said that in recent years, they often came to the mainland to participate in the exhibition. The results were really good, but they did not blindly make profits, but each year. Selectively participate in two or three jewelry exhibitions. Guo Xueli, sales director of Beijing Fangyuan Lao Qiang Culture Communication Co., Ltd., said that the company valued the sponsor's qualifications and the scale, grade and brand influence of the show. Therefore, there will be targeted selection and participation of famous jewelry exhibitions that match their own brand positioning.
Participating in the high-quality jewelry exhibition not only can increase the sales of exhibits, but also can communicate with the industry through the exhibition platform, and it can also enhance brand influence.
At the 2014 Beijing Spring Jewellery Show, Li Jiazhen, the head of Taiwanâ€™s elegant gemstone design workshop, frankly stated that they would not â€œexhibit everywhereâ€ to exhibit because they did not want to lose their design quality with their own personalities and live up to the established high-end faithfulness. Customer base.
At the 2014 Beijing Spring Jewellery Show, Fu Yawen, who sells filigree jewelry, said that the larger the scale of the show, the better the exhibited products. Consumers should try to choose high-quality exhibitions so that their own rights and interests are more secure.
Most exhibitors know that the jewellery show is a mixed bag of good and bad, and there are only a few well-known jewellery exhibitions. In their view, both the Great Jewellery Show and the Little Jewellery Show are shouldered with the mission of promoting the development of the industry. If we only care about the number of visitors to the exhibition and the number of exhibits sold by the exhibitors, and neglect the long-term influence of the platform of the show, in the long run, no Facilitating the development of loyalty of exhibitors and the awareness of audiences is not conducive to brand building of the exhibition.
Zhang Shiji believes that various types of jewelry exhibitions are frequently held intensively, indicating that the rapid development of the mainland economy has enabled mainland consumers to have a strong purchasing power. When the exhibition economy develops to a certain stage, consumers will pay more attention to the brand influence of the exhibition, and the number of jewelry exhibitions will naturally decrease.
Organizer: The exhibition cannot be just for money
Among the organizers of the many jewellery exhibitions, Ciyang Exhibition and Zhongbao Association are the two largest exhibition institutions mentioned by the exhibitors and affirmed.
Talking about the reasons, a staff member of the Ciyang Exhibition believes that the jewellery exhibition organized by his company has gradually matured and reached a certain scale. In order to better understand the situation of the company and its sponsored jewellery exhibition, the outline of the interview was sent to the person in charge in advance. However, because the person in charge had been busy with other jewellery exhibitions in other places, as of the time of writing, there was still no interview. To this person in charge.
As for the China Baoci Association, its authority and professionalism can be seen from the Beijing 2014 Spring Jewelry Show. â€œAuthority+Affordable Jewelryâ€, â€œAuthority Exhibitors+Various Goodsâ€, â€œAuthentic Experts+Live Lectureâ€, â€œFree Appraisal+Reliable Purchaseâ€ made the 2014 Beijing Spring Jewelry Show impressed exhibitors and visitors.
Jewellery exhibitions with a certain brand influence all have exhibitor entry thresholds, and they will not only circumscribe money like most low-end jewellery shows, reduce demand, and have no time for consumer rights.
From the organizer's significance and positioning of the exhibition and the hosting of the exhibition, the jewelry exhibition in Beijing has its own merits. However, all kinds of jewellery exhibitions held in Beijing are generally purely commercial-oriented and their quality and grade are not high. Pan Muxian, director of promotion of the China Jewellery & Gemstone Industry Association, believes that the reasons are not unilateral. They are related to the organizerâ€™s initial investment promotion trends, exhibitorsâ€™ sales philosophy, and the level of counterfeit imitations in the market and the audienceâ€™s consumer psychology. relationship.
â€œDespite the fact that some jewellery exhibits are not high enough, there are still a lot of visitors to visit.â€ Pan Muchai pointed out that this aspect reflects the popularity of the jewelry market in Beijing. On the other hand, it shows that consumers have not yet discerned the ability to differentiate the quality of jewelry exhibitions.
For consumers, how should we distinguish the quality of jewelry exhibitions and how to distinguish between genuine and fake jewelry? Pan Mu-chao said that the key to differentiating jewelry exhibitions is to look for authoritative organisers. The organizer plays an important role in the exhibition and the audience, and also has a huge impact on the quality of the exhibition. In addition, the group and quality of exhibitors at various jewellery fairs are also an important factor in distinguishing and distinguishing jewellery exhibitions. The number and scale of brand pavilions reflect the quality of the exhibition to some extent. She said that it is good for viewers to learn some relevant knowledge on their own, but the easiest way is to ask the exhibitors to issue an authentication certificate. In 2014, the second Beijing Spring Jewellery & Jade & Jewelry Show and the 2014 Beijing Spring Jewellery Show were equipped with accreditation bodies to provide free appraisal and consultation. Jewelry merchandise can be purchased after the first appraisal and a bright and honest sign for consumers.
Recently, Beijing has held various types of jewelry exhibitions. In the face of this situation, Pan Mu leisurely expressed his concerns. She said that various types of jewellery exhibitions are frequently held, which will cause consumer fatigue in jewellery. The decline in the quality of jewellery products will lead to the shrinking of the quality of jewelry exhibitions and the credibility of the exhibition market.
Pan Mu-chao believes that frequent jewelry exhibitions are also a market challenge for jewelers. On the one hand, jewelers have to improve their product's market competitiveness; on the other hand, brand jewelers hate vendors selling counterfeit goods at jewelry exhibitions. Counterfeit jewellery products not only damage the interests of consumers, but also reduce jewellery. The credibility of the business is not conducive to the development of the industry. She proposed that the relevant departments should be involved in the jewelery exhibition with irregular management regulations, stop some jewellery exhibitions that peddle fake products and affect the normal development of the market, and let good jewellery exhibitions serve as a vane to guide the development of the industry and market consumption.
Experts: The government should not blindly intervene
For Beijingâ€™s frequent exhibitions of various types of jewelry, Liu Dake, dean of the School of Economics, Trade and Exhibition of Beijing Second Foreign Language University, has thrown his own unique point of view. He believes that without external intervention, with the participation of exhibitors voluntarily, a city can â€œbring upâ€ so many jewellery exhibitions, which is a manifestation of marketization.
At the same time, Liu Dayan also pointed out that this is to some extent the performance of the market is not mature, this phenomenon will not exist for a long time. He believes that the exhibition is of value, and exhibitors and visitors are willing to attend and visit. In the case of asymmetric information, excessive exhibitions of the same kind will surely increase the cost of choice for exhibitors and visitors. In a few years, after a big wave of scouring the market and eating big fish, good and bad jewellery shows will naturally separate. The last jewellery exhibition to survive will become a brand exhibition.
Some people in the industry believe that the relevant government departments should pay attention to the high density phenomenon that is currently occurring in the exhibition, and there should be restrictions and restrictions on some small jewelry exhibitions.
However, Liu Dayuo believes that all current performances are market transitional and reasonable, and the government should not blindly intervene. The number of exhibitions is more, although it may intensify competition, it is unfavorable to the organizers, but in the long run, it will help promote the promotion of the entire industry. At this stage, the government may wish to do more work in public services. For example, establish an exhibition information system, collect data from various jewelry exhibitions, analyze them, and order these exhibitions objectively under the third-party certification. This will help reduce the cost for exhibitors and visitors to select exhibitions, help accelerate the process of survival of the fittest, and help cultivate brand exhibitions.
Insiders pointed out that although there are many jewellery shows, the display form and content of the exhibition, exhibits and exhibitors are similar, homogeneity is more serious, and it is easy to form vicious competition. This jeopardizes the quality of the show, but it also has nothing to do with the development of the jewelry industry.
Liu Daye does not disagree that quality will increase competition among exhibitions, but he believes that homogeneity is a normal phenomenon. Under the market economy rules of the game, pursuing the maximization of profits is the goal of the company. In order to achieve maximum profits, although it is logical to say that jewelry fairs are best to take the road of differentiation, in terms of current market conditions, homogeneity may be their best choice.
Since the organisers of the jewelry fair are willing to go in the direction of homogenization, why should we stop it? According to Liu Dake, homogenization makes it easier for exhibitors and visitors to compare the value of the exhibition. In addition, homogenization also provides the foundation for future market acquisitions and mergers, which is conducive to the better integration of the merger and acquisition of the exhibition.
â€œDo not arbitrarily deny the status quo. Perhaps the status quo is the result of numerous selections of jewelry exhibitions,â€ said Liu Da. All in all, to believe in the power of the market, do not make choices for trade fair organizers.
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