Comprehensive Exhibits Zone’s Innovative Mode: Subdivision or Extension

　　In recent years, there is a tendency that exhibitions are subdivided by professions. Hence, a series of professional exhibitions have emerged, such as exhibitions of sports facilities, outdoor goods, marathon, golf, etc.

　　Generally speaking, the development trend of the sports goods industry in different period differs due to the changes of development situation, marketization degree, public popularity, industrial cluster effect and other factors. Along with the further deepening of the process of specialization and precision of the sports exhibitions, subdivision in sports exhibitions has become an inevitable trend.

　　New Attempt

　　Mr. CHEN Xianjin, the current UFI president, said at the recent 2012 China Convention & Exhibition Leadership Forum that, innovation and transformation has become is the only way for the development of China’s exhibition industry.

　　Like most brands exhibitions, China SportShow (CSS) wish to take a great-leap-forward with the help of perspective thoughts, originality of thinking and breakthrough measures.

　　As learned by our reporters from Sports Equipment Administrative Center of China recently that, for the first time, the 30th CSS will set up “an Exhibition within Exhibition”, an exhibition which will give prominence to the specialization of products, while the original Comprehensive Exhibits Exhibition will be maintained. By doing so, we can explore the quality of extension and balance of interdependence between them.

　　As briefed by HOU Liang, the person in charge of the Fitness Equipment Exhibition that, all 8 exhibition halls of China International Exhibition Center (New Hall) will be used by the 30th CSS, with an indoor space of more than 100,000 square meters. Fitness Equipment Exhibition, which is held independently for the first time, will occupy 4 halls. By 15th February, 381 manufacturers have registered for exhibition, and this number is still increasing. The final exhibition space will reach 50,000 m2, which means half of the Show will be occupied by the China Fitness Equipment Exhibition .

　　“To host Fitness Equipment Exhibition not only meet the development demand of the industry, but also have become the inevitable trend for the development of specialization of the comprehensive exhibits zone.” HOU Liang said.

　　Generally speaking, the comprehensive exhibits exhibition give the people an impression of " large scale, multi- categories and warm atmosphere", while the professional exhibition involves a limited products. However, the profession exhibition has the advantage of a clear orientation, as both the exhibitors and the visitors are professional, so are exhibits and the forums, which will be organized centering on the hot topics of the industry. It will help to reduce the participation cost and improve efficiency and effect of the exhibition.

　　As learnt by the reporter, the setting up professional exhibitions at the comprehensive show has been attempted by Guangzhou Export Commodities Fair, China Hi-tech Fair, the "9.8" CIFIT (China International Fair for Investment and Trade), and CAEXPO (China- ASEAN EXPO), etc., proving that the professional exhibitions can provide a larger market and more cooperation opportunities for the relevant merchants.

　　The Fitness Equipment Exhibition will make many attempts like overall decoration, independent advertisement and internal magazine for providing the clients with a better service. During the Show, the Organizer will release the annual White Paper of fitness facilities industry. Hou Liang said.

　　When talk about the development of China’s Fitness and Rehabilitation Equipment Exhibition in the future, Hou Liang said, this year is the first attempt. Whether the Fitness and Rehabilitation Equipment Exhibition will hold separately or not with the CSS, will depend on the response of exhibitors and merchants.

　　New Exploration

　　Nowadays, the exhibitions in the world have a tendency to grow into professional exhibitions at a fast pace and the exhibition themes should reflect the current of the times. Even the E-commerce and on-line exhibition, the products of the Internet, have brought about a deep reform in exhibition industry. CHEN Xianjin pointed out that the exhibition organizers should change their minds, be adapted quickly to the new exhibition awareness, form and techniques, and blaze new trails for the healthy development of China’s exhibition industry.

　　As a brand of guidance and service of the sports goods industry, China SportShow has already tried various exhibition modes in order to promote the development of sports industry.

　　Incorporation of the exhibition with large sports events is a major action of CSS in recently years. The organizer of CSS holds that, large multi-sports events have the objective needs in sports facilities, and in competition and training equipment. What are involved in a sports event is not just the sport competitions, but also the relevant industries. Binding the exhibition and the sports events together shall constitute a bridge between the enterprises and the sports events organizers. By doing so, the various needs of sports events can be quickly solved, and more people can have a better understanding about the sports market.

　　In 2010, we tried to incorporate the 1st Beijing Marathon Expo with Beijing International Marathon. As a professional exhibition for road races, it has created a brand new model for incorporation of domestic professional exhibitions and sports events, and has filled in the blank in this area in China, in which a mutual benefit win-win situation was achieved between the event organizer and the participants, the road race enterprises and the customers.

　　Having anticipated the business opportunities of multi-sports events and the potential of winter sporting goods market in China Northeast, the China Winter SportShow was held in Shenyang, the host city of the 12th National Games in 2011. It marks the beginning that China SportShow is incorporated with major mult-sports event, and an attempt for the direction of the development of China SportShow in the future.

　　On the basis of “Summer CSS and Winter CSS”, the joining of Beijing Marathon Expo to CSS has enriched the repertoire and connotation of CSS. What more important is that, it has provided the model of B2C for the development of CSS.

　　What the organizers of CSS can do is thinking about how to get more people to accept the development ideas of the enterprises and how these ideas can be assimilated in more areas.

　　In the past few years, organizers of CSS made constant exploration and innovation to advocate new concepts among participating exhibitors in order to promote the healthy and orderly development of the whole industry. With regard to the Sports Facilities Exhibition Zone, the Organizers have put forward three themes, that is - Environment Protection, Safety and Innovation. By now, the CSS 2012 has entered overall preparation phase with over 800 registered enterprises. There is no doubt that the Fitness Equipment Exhibition will be the biggest highlights of CSS 2012.

　　The insiders of the industry suggested that if a comprehensive exhibition is oriented to a professional exhibition, we must do large amount work in marketing researches and scientific quantitative analyses, and make changes according to the demand of the market.

　　“In the future, CSS will develop in the direction of professionalization and internationalization. However, it will take some time.” MA Jilong, Director of Sports Equipment Administrative Center of General Administration of Sport of China said in an earlier interview.