In another month, on May 23, at the Shenzhen World Convention and Exhibition Center, the 20th Cultural Expo will be grandly opened, and the exhibition will last for 5 days (May 23-27). As China's only national, international and comprehensive cultural industry expo and fair, and also the highest, largest, most effective and influential exhibition in the field of China's cultural industry, this year's Cultural Expo is an important exhibition held for the 20th anniversary of the establishment of the Cultural Expo, and it is also a landmark exhibition for the Cultural Expo to enter a new stage of development and fulfill the new cultural mission of the new era.
Standing at a new historical starting point, this year's fair will further expand the scale of the exhibition, optimize the structure, enrich the content, improve the quality, innovate the service mechanism, strengthen the high-end leading role, and strive to create new characteristics, new highlights and new results.
It is reported that this year's Cultural Expo will be held mainly offline and online synchronously. The offline main venue is located at the Shenzhen World Convention and Exhibition Center, and the cloud platform (the official website of the Expo www.cnicif.com and the WeChat mini-program "Cultural Expo +") will display cultural products and projects according to the exhibition area of the exhibition hall, increase the online transaction function, and create a never-ending "Digital Intelligence Cultural Expo".
Strengthen the trading function of the fair as a core priority
As early as 2006, the full name of the Cultural Fair was changed from the first "Shenzhen International Cultural Industry Expo" to the second "China (Shenzhen) International Cultural Industry Expo", which began to be jointly sponsored by the Ministry of Culture, the State Administration of Radio, Film and Television, the General Administration of Press and Publication, the People's Government of Guangdong Province and the People's Government of Shenzhen Municipality, and its national status was established. Since then, the Cultural Fair has officially transformed from a local exhibition to a cultural industry fair co-sponsored by many national ministries and commissions, and the function of the Cultural Expo as a national cultural products and services export trade platform has been further enhanced and strengthened.
Strengthening the trading function of the Expo is the core priority of the 20th Expo. This year's Cultural Expo will serve the high-quality development of the national cultural industry and promote the transaction of cultural products and projects as the starting point and foothold of the preparatory work, promote the trading of cultural products, and create a high-end cultural consumer goods release and trading platform. Focusing on this central task, we will vigorously enhance the ability of the fair to continuously meet the trading needs of exhibitors, and turn exhibition resources into "orders" through a series of measures.
First of all, build a trading platform, expand the trading area of enterprises and products, do a good job in the investment promotion conference of the Cultural Expo, 100 new product launches, order fairs, investment and financing project matchmaking meetings, and guide exhibitors to enter the e-commerce mall "Wenbo Purchase" built for the first time in the Cultural Expo. Secondly, strengthen the organization of trading resources, organize well-known professional institutions to carry out industrial resources on site, and invite more than 90,000 professional buyers and visitors at home and abroad to negotiate and order offline. Finally, improve transaction services, strengthen publicity and promotion, professional exhibition and curation services, professional docking services, and provide convenient trading conditions.
▲At the site of the Cultural Expo, citizens watched cultural performances. Data map
Highlight internationalization, marketization, specialization and digitalization
This year, the 20th Cultural Fair will be reshaped, and will also focus on improving the level of "four modernizations", transforming from a comprehensive exhibition to a multi-professional exhibition, pursuing deep and refined, and the main body of exhibitors will change from the majority of government groups to market-oriented units participating in the exhibition.
In terms of internationalization, the international exhibition area will be expanded from 3,000 square meters to 20,000 square meters in the previous session, and the goal of 60 participating countries and regions will be comprehensively promoted to connect with embassies and consulates, business associations and enterprises of various countries. At present, leading international organizations and leading multi-channel B2B media companies such as Global Sources have confirmed their participation. The export exhibition area focuses on the export of cultural equipment and other content, and at the same time, with the help of the Shenzhen E-commerce Association and the Cross-border E-commerce Association, e-commerce enterprises have participated in the exhibition to enrich the export sector.
In terms of marketization, the first is to increase the proportion of market-oriented exhibitions. The exhibition hall setting will be fully adjusted, and the proportion of exhibition area of market entities will be increased from 50% to 75% in the previous session. It will focus on highlighting the characteristics and advantages of the development of cultural industries in various places, displaying high-quality cultural enterprises and cultural brands, promoting the trading of cultural products and cultural projects, and increasing the investment attraction of enterprises. The second is to highlight on-site transactions. Actively organize high-quality cultural enterprises, major cultural industry projects, and fist cultural products from all over the world to participate in the exhibition, and hold activities such as "Cultural Expo Consumption Season" and art auctions to improve the effectiveness of transactions. The third is to strengthen the online trading function. Explore the new model of "exhibition + live broadcast + e-commerce", deepen cooperation with leading Internet platforms, strengthen online platform transactions and online celebrity live broadcasts, innovatively hold the "Cultural Expo Gift" selection competition, and promote "Cultural Expo Internet celebrity products" and "Cultural Expo fashion brands". Fourth, promote project transactions. Establish a database of cultural products and cultural industry investment and financing projects, provide transaction information services for cultural industry projects and products in various places, and promote substantive transactions. We will do a good job in organizing the cultural industry investment promotion conference of the Cultural Expo, the innovative projects and new product launch conferences of the Cultural Expo, set up a new product release area, and build a platform for the first release of cultural products.
In terms of specialization, the first is to improve the exhibition mode of "comprehensive exhibition + professional exhibition + cloud exhibition". Focus on the vertical field of the cultural industry, improve the professional audience organization, curation and exhibition professional services. Set up a series of special exhibition areas in the subdivision of cultural industries. Further highlight the high-end guidance, optimize the exhibition structure, take enterprise exhibitors as the main body, greatly enrich the content of exhibits, highlight physical transactions, and improve the professional service level of the exhibition. Create professional exhibitions and boutique exhibitions in various subdivisions, hold a series of transaction negotiation activities, help cultural enterprises accurately match the resources of cultural industry subdivisions, and build a cultural project and product trading platform for both supply and demand. The second is to strengthen cooperation with professional institutions. Strengthen cooperation with relevant industry associations and cultural exhibition institutions, strengthen the organization of target exhibitors and buyers in various subdivisions of the cultural industry, and assist buyers and exhibitors to improve the success rate of transactions through early communication, exhibition visits, negotiation and matchmaking. The third is to optimize the professional supporting services of exhibition affairs. Strengthen the service guidelines of the exhibition hall, strengthen the management of on-site product transactions, and maintain good trading order. Improve the quality of supporting services such as hotels, catering, and transportation.
In terms of digitalization, we will further improve the cloud display and trading system, and accelerate the construction of the digital service system, management system and operation system of the Expo. "Wenbo Purchase" is a self-built online transaction service platform launched by the 20th Cultural Expo, through which exhibitors can easily achieve a variety of shopping experiences, and has been put into trial operation. During the exhibition, buyers and consumers will scan the store code and exhibit code of the exhibitors to achieve the shopping experience of self-pickup or express delivery at the exhibition site; At the same time, it will deepen cooperation with leading e-commerce platforms such as Taobao and Douyin, provide value-added services to promote exhibitors' online transactions, and create a continuously empowered cloud display and trading platform.
Digital Reading (as of press time)
Compared with the previous session, this year's Cultural Expo
The number of online and offline exhibitors increased from 3,600 to about 6,000, an increase of 67%
The number of participating countries and regions increased from 50 to 60, an increase of 20%
The international exhibition area will be expanded from 3,000 square meters to 20,000 square meters
There are 108 countries and regions visiting, exhibiting and purchasing
The proportion of exhibition area of market entities will be increased from 50% to 75%
The number of domestic buyers increased from 40,000 to 60,000
The number of overseas buyers increased from 20,000 to 30,000
Source: Jingbao APP