数据显示，2018年，中国出展行业的规模继续攀升，在出展项目数、参展企业数、参展面积上均创下新高，但企业对出展服务的深层次需求也在提升。与此同时，中美贸易摩擦加剧，知识产权问题仍需不断关注……如何应对出展过程中的痛点、难点？

针对出展行业的热点话题，2019年7月4日上午，第九届中外会展项目合作洽谈会分论坛“出展论坛”在雁栖湖国际会展中心成功举办，邀请到国内外各大展览主办方和出展相关企业同台探讨。

Connectivity for cooperation and diversified development

——Outbound Exhibitions Forum 2019 was held in Beijing

According to statistics， in 2018， ， the scale of Chinas outbound exhibition industry continued to climb. It reached a new high in the number of exhibition projects， the number of exhibitors and the exhibition area， but deeper demand for exhibition services was also increasing. At the same time， Sino-US trade frictions have intensified， and intellectual property issues still need to be constantly concerned... How to deal with the pain points and difficulties in the outbound exhibition industry？ On 4 July， Outbound Exhibitions Forum was held in Beijing， Chinese and international organizers and agents for overseas exhibitions at home and abroad gathered together to discuss the hot topics.

权威发布

在本次论坛上，中外会展杂志社主编陈猛发布了报告：《2018中国出展行业调查报告》。报告显示：“以欧美传统市场的老牌展会为主”依然是企业选择海外展会最首要的指标，成熟市场的展会吸引力依然巨大。与此同时，调研显示，“一带一路”国家和地区的项目数占绝对优势，在被调查企业的项目当中，有72%的项目在“一带一路”沿线，尤其是亚洲地区。可见，“一带一路”等新兴市场仍然深受中国参展企业的青睐，其商机值得进一步挖掘。

在被调查企业当中，仅从事出展代理业务的企业占58%，同时还从事海外搭建业务的占27%，还从事国际会展物流业务的占23%，同时还经营国际机票业务的占21%，还开展咨询等其他业务的占30%。另外，预测2019年业绩会增长的企业占43%，预计会持平的企业比例是23%，预计业绩会萎缩的企业比例是34%。

展商的行为更加专业。受访组展商表示，会提前通过展会官网等渠道与买家进行预约洽谈的占43%，在展会现场参加专场商务对接会的企业比例占14%，请组展机构推荐国外当地买家信息的占43%。

主题演讲

华沙PTAK博览中心董事长Tomasz Szypula带来了“ ‘一帶一路背景下的波兰会展市场”演讲。他表示，在“一带一路”背景下，波兰作为深受中国企业青睐的东欧会展目的地，对中国参展企业意味着更多商机。华沙博览中心展览面积超过12万平方米，每年举办家居展、建材展、动漫展、宠物展等展会。在未来一年，会展中心预计将举办44场活动。场馆的每一个展会都获得了政府的大力支持，诚挚邀请中国企业抓住商务良机参与进来。

中国贸促会知识产权服务中心主任、中国国际商会法律服务部部长谭剑做“境外展会知识产权工作政策与实务”分享。他表示，中国企业在40年的改革开放过程中，经过非常残酷的大浪淘沙，价格竞争越来越有优势，产品品质越来越高，当前面对的是越来越多的更高层次的规则、法律层面的竞争。因此在境外展会上碰到的知识产权纠纷也越来越多，越来越激烈。参展企业是境外展会知识产权纠纷应对的主体，可以根据经营发展需要，自行建立内部知识产权管理制度，防范知识产权风险，并在贸促会和组展单位指导下，在相关律师事务所的专业法律服务下，应对境外展会知识产权纠纷。而组展单位需要按照“谁组展、谁负责”的原则，积极配合中国贸促会或其代表机构及其授权、委托的其他机构，做好对参展企业的培训工作。

莫斯科索科利尼基会展中心副总裁哈刘晋？阿列克谢发表“会展活动架起中俄经贸合作桥梁”演讲。俄罗斯展览市场营业额今年约为10亿美元。这是一个十分乐观的指标。每年，俄罗斯举办约950次B2B展览，总面积为200万平方米。来自约100个国家的10万多家机构参加这些展览，展览访客人数约750万-800万人。经贸会展成为中俄两国经济合作的有力支点。他诚挚邀请中国会展人士参加“展览搭台开创中国出口新机遇中俄论坛” 。该会议针对中国展览行业领先运营商，且有俄罗斯国家机构及民营企业参加，旨在俄罗斯展览市场为中国公司拓展业务范围，提高策展质量并创造最佳条件增加进出口机会。

对话环节

提升海外自办展的品质与商业价值

第一场对话由资深出展人张雅竹主持。北方国际展览有限公司副总经理李梓民，福建世创商务展览有限公司董事长黄吉光，广州外展信息科技有限公司总经理、广东进出口商会副会长侯洪冰，哥伦比亚ANDINA FAIRS公司出展负责人余敏琦就自办展目的地与合作伙伴选择策略、如何满足展商商业诉求、自办展风险防控等办展过程中的重要议题进行了深入探讨。

北方国际展览有限公司副总经理李梓民表示：“我们是隶属于兵器工业集团公司和兵器装备集团公司下属的北方工业公司的专业展览子公司，主要是从事防务展、国际应急救灾技术装备展等境外出展和国内办展业务。我们希望把军民融合和应急产业等领域的展会做强做大，把我们系统内的一些传统和优势产品通过展会形式宣传出去。虽然平常的时候，大家认识不到这类产品和这类展会的重要性，但突发情况中就会认识到这些产品的重要性。通过展会打造一个平台，让国家和参观企业有交流的平台，这是我们的初衷。”

福建世创商务展览有限公司董事长黄吉光表示，在自办展的举办过程中要跟有实力、有声誉的国外场馆合作。当然，这需要基于充分的经验和深度调查去判断。同时，自办展最重要的是要有实效，只有展会越做越大，才是最好的风险防控。在买家方面也要下足功夫。所有展会的生命在于高质量的专业买家，帮助展商达成实际交易才是硬道理，办展之前至少要掌握采购商的基础数据。

广州外展信息科技有限公司总经理、广东进出口商会副会长侯洪冰介绍道：中国的民营企业已经占到了60%左右，相信在中国的展览圈，民营企业的市场份额也会越来越大。我们计划在乌干达举办一个自办展。为了提升农业的发展，为了解决就业问题，乌干达的农业部、工业部、外交部包括乌干达促进会联通我们一起组织这一次乌干达的中国机械展。我认为，自办展的主题要跟当地的产业特征紧密结合，同时也要考虑年青一代的思维方式和行业选择。如此，在自办展的举办中才能更有前景和信心。”

哥伦比亚ANDINA FAIRS公司出展负责人余敏琦则分享道：举办海外自办展，首先要持之以恒，不能只看短期利润，一个自办展的成功，可能不是只需要一两年，而是十年、二十年的积累。不能因为短期困难放弃这一个自办展，也不能考虑到这个项目今年的利润不佳，就放弃这个项目，只要看好一个行业，看好一个市场，就必须持之以恒。其次要充分考虑当地的产业链和整体环境。三是要注意文化差异，要有归零心态，不要依靠在国内的经验，而是在营销、运营等方面进行本土化。

中美贸易战背景下的中国出展业走向

该场对话由全国卫生产业企业管理协会会展活动管理部部长蒋晓刚主持。中国会展经济研究会副会长、北京辉煌魅力国际商务会展有限公司总经理段婧，法国国际专业展促进会中国代表团首席代表娄述渝，誉颁会展集团有限公司执行董事、总经理李波，印度10Times会展网站东亚地区销售与战略负责人Pretyush Sharma展开颇具国际视野的对话。对话仅仅围绕这几个方面：中美贸易战对出展业务是否有影响？如何理解中美贸易战的影响？在类似的贸易摩擦中，出展企业如何降低风险？组展单位如何防控经贸风险对出展业的影响？

中国会展经济研究会副会长、北京辉煌魅力国际商务会展有限公司总经理段婧指出，中美贸易额几乎是中国与亚洲各国总贸易额的一半之多，当前中美在各个领域的合作也有加强，我们不能放弃美国市场。值得高兴的是，中国的展出形象在海外市场已经有很大提升。另外，国与国之间的政治、经贸关系都会不断变化，一些有前瞻性和发展潜力的会展项目可以提前布局，而不是只关注一时的风险和摩擦。

法国国际专业展促进会中国代表团首席代表娄述渝表示：“我认为首先在国内，中国展览业本身要进入提质发展阶段，展示形象、会展服务和展品质量都要上一个新台阶。而在出展行业，我认为我们首先要结交好日本、韩国等亚洲“近邻”，同时也加强在欧美市场的开发。此外，我们也可以通过展会平台，把中国采购商带到海外去！

誉颁会展集团有限公司执行董事、总经理李波分享道：“在开拓海外展会时，我们非常注重开发有潜力的优质项目。一些名气不是很大的展览公司也有很多精品的展会项目，这都值得我们探索开发。另外，在目的地的选择上，参展企业比我们更能敏锐地知道市场在哪里，我们紧跟客户需求，就能探知市场在哪里。”

印度10Times会展网站东亚地区销售与战略负责人Pretyush Sharma陈述道：“在参加海外展会的过程中，突破语言障碍是深入当地市场的关键之一。另外，我们观察发现，一些好的展会项目，因故停办一段时间后重办，人们还是踊跃参加，这说明，只要主办方的展会品质过硬、服务质量过硬，展商和买家就会对其保持忠诚。”

會后，参会代表还进行了热烈的现场交流，表示本届出展论坛一如既往带来行业热门议题干货和合作商机，令人收获满满。

Connectivity for cooperation and diversified development

——Outbound Exhibitions Forum was held in Beijing

In 2018， the scale of Chinas outbound exhibition industry continued to climb. It reached a new high in the number of exhibition projects， the number of exhibitors and the exhibition space， but deeper demand for exhibition services has been increasing. At the same time， Sino-US trade frictions have intensified， and intellectual property issues still need to be focused... How to deal with the pain points and difficulties in the outbound exhibition industry？ On 4th July， the 2019 Outbound Exhibitions Forum was held in Beijing， Chinese and international organizers and agents at home and abroad gathered together to discuss the hot topics of the industry. The meeting invited Ji Hongyan， Deputy Secretary General of “China Convention and Exhibition Society as the moderator. The Forum was a part of the 9th Expo Project Fair for International Cooperation （EPFIC 2019）.

Authoritative report release

Chen Meng， Editor-in-Chief of China International Conference and Exhibition Magazine， Organizing Committee of the Forum， released the report "2018 China Outbound Exhibition Industry Survey Report". According to the report， “the long history brand exhibitions in the traditional markets of Europe and the United States” are still the most important indicators for enterprises to choose overseas exhibitions. The attractiveness of exhibitions in mature markets is still huge. At the same time， the survey shows that the percentage of exhibitions of the“One Belt， One Road” countries and regions had an absolute advantage. Among the projects surveyed， 72% of the projects were along the “Belt and Road”， especially in Asia. It can be seen that emerging markets such as the Belt and Road countries are still favored by Chinese exhibitors， and their business opportunities are to be further explored.

Among the surveyed companies， 58% are only engaged in exhibition agency business， 27% are also engaged in overseas construction business， 23% in international exhibition logistics business， and 21% ininternational air ticket business， 30% other businesses. In addition， 43% of companies forecast a business growth in 2019， 23% of the companies expect it to be flat， and 34% expect to be shrinking.

Exhibitors behave more professionally. The surveyed agents said that 43% of the exhibitors today will make appointments with buyers through the official website of the exhibition， and 14% of the companies will participate in the business matchmaking meeting at the exhibition site. 43% companies would ask agents to recommend foreign buyers information to them.

Theme speeches

Tomasz Szypula， Chairman of the PTAK Warsaw Expo， gave a speech entiled “Polish Convention and Exhibition Market in the ‘Belt and Road context“. He said that in the context of the “Belt and Road”， Poland， as a destination in the Eastern European conventions and exhibitions， which is favored by Chinese companies， means more business opportunities for Chinese exhibitors. The PTAK Warsaw Expo has an exhibition area of more than 120，000 square meters and holds exhibitions such as home exhibitions， building materials exhibitions， animation exhibitions and pet exhibitions every year.“In the coming year， we expect to host 44 events in our venues， and our events have received strong support from the government. We sincerely invite Chinese companies to seize business opportunities and participate.” He said.

Tan Jian， Director General， IP Service Center， China Council for the Promotion of International Trade & Director General， Legal Service Department， China Chamber of International Commerce， shared on the theme “Policies and Practices of Intellectual Property Work in Overseas Exhibitions”. He said that in the 40 years of reform and opening up， Chinese companies have become more and more powerful in the international market in terms of price competitiveness and quality improvement in overseas markets， and face higher-level rules and competition in the legal sector. Therefore， at overseas exhibitions， the intellectual property disputes we encountered have become more and more fierce. Exhibitors are the mainstay of the IPR disputes in overseas exhibitions. Exhibitors can establish their own internal intellectual property management system to prevent intellectual property risks and they are recommended to cooperate with the CCPIT and its representative institutions and other authorized and entrusted organizations in accordance with the principle of “who organizes the Chinese group then he shall be responsible” to do a good job in training the exhibitors.

Khariutkin Aleksei， Vice President of Sokolniki Exhibition and Convention Center in Moscow， delivered a speech entitled " Exhibition Activities Build a Bridge of Sino-Russian Economic and Trade Cooperation". He pointed out that the turnover of the Russian exhibition market is about $1 billion this year. This is a very good indicator， the Russian exhibition market turnover is ranked seventh in the world. Each year， Russia holds about 950 B2B exhibitions with a total area of 2 million square meters. More than 100，000 organizations from about 100 countries participate in these exhibitions. The number of visitors to the exhibition is about 7.5-8 million. Economic and trade exhibitions have become a powerful fulcrum for economic cooperation between China and Russia. He sincerely invites Chinese exhibition professionals to participate in an upcoming Russian-Chinese Exhibition Congress. The conference is open for leading operators in the Chinese exhibition industry， and will also be attended by Russian state-owned agencies and private companies. The aim is to expand the scope of business for Chinese companies in the Russian exhibition market， improve exhibitions quality， and create optimal conditions to increase import and export opportunities.

Dialogues

Dialogue 1： Enhance the quality and commercial value of overseas self-organized exhibitions

The first dialogue was moderated by senior outbound exhibition agent Zhang Yazhu. Four panelists gave in-depth discussions on the important issues in organizing outbound Chinese exhibitions， such as destinations and partner selection strategies， how to satisfy exhibitors business demands， and self-organized exhibition risk prevention and control.

Li Zimin， Deputy General Manager of Northern International Exhibition Co.， Ltd.， said： “We are a professional exhibition subsidiary of North Industries Co.， Ltd.， and we are mainly engaged in being agents for overseas exhibitions such as defense exhibition and international emergency rescue technology equipment exhibitions， and organizing domestic exhibition business. We hope to strengthen and expand the exhibitions in the fields of military-civilian integration and emergency industry， and publicize some traditional and advantageous products in our system through exhibitions.”

Huang Jiguang， Chairman of Fujian Strong Commerce & Exhibition Co.， Ltd.： “In the process of organizing the exhibition， it is necessary to cooperate with foreign venues of strength and reputation. However， this needs to be judged based on sufficient experiences and in-depth investigation. At the same time， the most important thing for selforganized exhibitions is to have good effect. Sustainable growth of the exhibition is the best risk prevention and control. It is also necessary to work hard on the buyer. The life of all exhibitions lies in high- quality trade buyers. At least the basic database of the buyer must be built upby the organizers before launching the exhibition.”

Hou Hongbing， General Manager of Guangzhou Foreign Exhibition Technology Co.， Ltd.， Vice Chairman of Guangdong Import and Export Chamber of Commerce， said， “Chinas private enterprises now already accounts for about 60% of total companies. I believe that in Chinas exhibition circle， the market share of private enterprises will also grow larger. We plan to hold a self-organized exhibition in Uganda. The theme of the self-organized exhibition should be closely integrated with the local industrial characteristics， and organizers must also consider the thinking mode and industry choice of the younger generation. In this way， we can have better prospects and more confidence in the self-organized exhibition projects.”

Dennis Yu， Project Executive， ANDINA FAIRS Columbia， shared，“The chief success secret to hold an overseas exhibition is to persevere， not just to look at short-term profits. The success of a self-organized exhibition may not only take one or two years， but ten years or twenty years of accumulation. You cant stop organizing a self-organized exhibition because of short-term difficulties. Second， we must fully consider the local industrial chain and the overall environment. The third is to pay close attention to cultural differences， to have a humble mentality， not to rely on domestic experience， but to localize in marketing and exhibition operations.”

Dialogue 2： Chinas exhibition industry development trends in the context of Sino-US trade war

The dialogue was moderated by Jiang Xiaogang， Minister of the Convention and Exhibition of the National Association for the Management of the Health Industry. The quite international panel had a dialogue revolving around the following aspects： Does the SinoUS trade war have an impact on your outbound exhibition business？ How do you understand the impact of the Sino-US trade war？ In a similar trade friction， how do exhibiting companies reduce risk？ How does the exhibition unit prevent and control the impact of economic and trade risks on the exhibition industry？

Duan Jing， Vice President of China Convention and Exhibition Society & General Manager of Beijing Glory Glamour International Commerce and Exhibition Co.， Ltd， observed： “The trade volume between China and the United States is almost as much as half of the total trade volume between China and Asia. The current cooperation between China and the United States in various fields has also been strengthened. We cannot withdraw from the US market. The political and economic relations between countries will continue to change. Some forward-looking and development-oriented exhibition projects can be strategically planned in advance， rather than focusing on the risks and frictions of the moment..”

Shuyu Lou， hief Representative of Promosalons China， said： “First， in China， the Chinese exhibition industry itself has to enter the stage of upgrading and development， and the image， exhibition service and quality of exhibits must reach a new level. In the exhibition industry， I think we must first make good neighbors with surrounding countries such as Japan and South Korea， and then also strengthen the development in the European and American markets. In addition， we can also bring Chinese buyers overseas through the exhibition platform！”

Li Bo， Executive Director and General Manager of Honor Exhibition Group Co.， Ltd.， said： When developing overseas exhibitions， we attach great importance to the development of high-quality projects with potential. Some exhibition companies are not very famous.，but they also have many excellent exhibition projects， which are worth exploring and developing. In addition， in the choice of destination， exhibitors know much better than us of where the market is， and we can find out where the market is when we keep up with customer needs.”

In the process of participating in overseas exhibitions， Pretyush Sharma， head of sales and strategy for East Asia of Ten Times Online Private Limited

from India， commented： “One of the keys to open the local market is to break the language barrier. In addition， we have also observed that for some good exhibition projects which have been reopened after a period of time， people are still actively participating in. This shows that as long as the quality of the exhibitions is excellent and the quality of the exhibition services areexcellent， exhibitors and buyers will stay loyal.”

After the meeting， the participants also had a lively exchange， and said that this exhibition forum again presented hot topics and cooperation opportunities in the industry..