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"There are too many exhibitions. I don't participate in two furniture exhibitions all year round. You are embarrassed to say that you are selling furniture; that is just a small brand. Which brand is slightly bigger and which has not participated in three or five games?" At the Guangdong Home Expo, the furniture brand from Beijing, Noah’s furniture staff, joked to reporters. Behind her, her colleagues are greeting two dealers who have just arrived from the Dongguan Furniture Fair. The Chinese furniture exhibition “Fantasy Eyes†is not an exaggeration to describe the current home exhibition industry with the words “small flowers and fascinating eyes, and shallow grasses without horseshoesâ€. According to the statistics of the reporters, this year alone, there are 103 large and small exhibitions held by the Chinese furniture industry. Each province has an exhibition in each province, covering furniture products, furniture manufacturing machinery, furniture raw materials, etc. The link is almost all-encompassing. However, although most of the hundreds of exhibitions hang the banner of the “national character†and pull the government back, there are really few real weights. "In addition to a few exhibitions such as Guangdong's three major furniture fairs, most of them are more like an industry. The furniture companies have a lot of tricks, but even the most basic investment promotion tasks can not be achieved, let alone Make some moves to promote the development of the industry.†A senior media person in the furniture industry commented on more and more furniture exhibitions. In addition to the three major furniture exhibitions in Guangdong, other furniture exhibitions are incomplete statistics. There are more and more home exhibitions, and the time of major exhibitions has also been frequently crashed. The exhibitions in several months have also made the furniture enterprises overwhelmed... Noah’s staff It broke the news that every month their company can receive a lot of invitations to the exhibition, so many names have not even been heard. "If all of them have to participate, I think the boss must have at least 10 factories of Noah's furniture." And many companies also sighed that there are too many people to breathe. “Wan Hengtong chose not to exhibit this year. On the one hand, because of the development direction of the company this year, on the other hand, there are too many exhibitions, which really makes the company have no time to rest.†Tan Xiaohui, the head of the advertising department of Wanhengtong, interviewed Sohu reporters. This is indicated. The furniture industry, whose name is “Home Consulting _ Telling the Truthâ€, said that many good brands and truly powerful factories do not want to participate at all. They can’t help but sin more or less. “There are a lot of exhibitions that are organized by people with government backgrounds to collaborate with some scams and scam groups. The interest chain is very long.†The past and present of the furniture exhibition Although the furniture exhibition is now controversial, in the early days of reform and opening up, China's information is still in a very occluded situation. The exhibition has helped Chinese companies to open channels for communication with the world; and with the development of China's society and economy, it has gradually become a very important marketing tool for enterprises: it can not only exhibit Furniture companies provide an opportunity to showcase their strengths in front of dealers, and also enable different companies to learn from each other and observe opportunities to promote the development of the entire industry. According to a survey, the average cost of furniture companies using the exhibition to reach customers is only 40% of the cost of other ways to reach customers. However, today, the exhibition market has become increasingly saturated. The increase and even the proliferation of various exhibitions not only dilutes the audience, buyers and influence of each exhibition, but also makes the role of exhibition marketing gradually decline. “When I opened the first furniture exhibition in Dongguan, I was exhibiting. At that time, it was really crowded. Many people could not buy the goods with the money here. The number of exhibitors this year is really less than half.†Chengdu dealer Zhou Wanjun sighed like this. Contrary to the increase in the number of exhibitors year by year, it is the rising cost of exhibiting. Huang Weiye, executive chairman of Xingli Group, said that enterprises should spend at least a few hundred thousand at least in a large-scale exhibition; and the amount of money that furniture companies spend on exhibitions every year is as high as one million; even if the market is in good shape At the time, some companies often feel that they have invested money but have not received the desired results. “There are too many exhibitions, and the development cycle of furniture companies is not so fast. It is only a waste of the exhibition to do more.†Chen Baoguang, vice chairman of the China Association of the Chinese Association, also said that there are too many furniture exhibitions. "In this respect, it reflects that the production enterprises are blind; the level is a problem in the development stage of our country. And we have no other way on the scene. This is a market economy and can only be eliminated." About the "post-show era" Cold thinking However, in the view of Pan Shouzheng, co-founder of Shouzheng Partner Investment Management Co., Ltd., the quantity is not the biggest problem at the current furniture exhibition. “More and less is not a problem. The question is whether you can make your own characteristics!†At the same time, according to the furniture exhibition survey conducted by the Furniture Channel, only 14.81% of the respondents believe that “making channels is more important and does not need to exhibitâ€. However, 59.26% of the companies believe that they should exhibit. However, more than 60% of the people who think they should exhibit are “the influence of the exhibition on the company is decreasingâ€. On the one hand, the demand for the exhibition still exists. On the other hand, the dependence of the company on the exhibition has weakened year by year, and even started to leave the exhibition. Even if many companies are willing to exhibit, they are no longer just to display products, find dealers, and more to show. Brand, promotion concept. Tan Xiaohui, head of the advertising department of Wanhengtong, said that although his company does not directly participate in the exhibition, it will rely on the exhibition to let more dealers understand the brand of Wanhengtong and understand its current situation and future development. “We need more than just an exhibition to help us sell our products, but we can let all the people know about the brand's exhibition in the shortest time.†Lin Yucheng, the chief planner of Classical Craft Furniture magazine, also believes that furniture It is impossible for enterprises to leave the exhibition, but what everyone needs is not the excitement of the Commodity Expo, but the long-term win-win situation. This also requires that the way, grades and supporting services of the entire exhibition should be continuously upgraded to meet the development needs of the current market. Huang Weiye advocates that the exhibition should be appropriately streamlined according to the development of the economic situation. “When the economic aggregate shrinks, what should we do in the exhibition? I always feel that the Shenzhen Association’s promotion is quite right. It’s a good time to do it once. It’s a waste of two resources; when the market expands rapidly, do it. There may be demand in the two sessions, but when the market is stable and even shrinking, it will save a lot of expenses and be more targeted in one session.†Zhu Changling, chairman of the China Association of Associations, also praised this streamlined exhibition. “The exhibition should win by quality and develop its own characteristics. We hope to see more quality exhibitions, even if there is only one exhibition in the north and south, as long as it is quality, it can promote the development of enterprises and industries.â€