苏希玲

据相关调研，大部分会展行业代表和参展参会企业认为“新冠疫情更清楚地表明了线下活动的价值”。不仅国内会展活动逐步恢复，在国际市场，随着各行各业逐步复苏，目前，日本、新加坡、美国、澳大利亚等多个国家的实体会展活动均已陆续启动。那么，经历过一年多的暂停期，疫后办展，各国会展企业有何新感受？与以前相比，展会规模、参展参观者的反馈是否有新的变化？疫后办展在运营层面最大的挑战是什么？展览公司如何合理布局，应对未来？

围绕以上问题，本期专题将采访目前已经复展的美国、日本、新加坡等地的会展主办方代表，听他们分享复展的心得体会。他们普遍认为，疫后展会虽然在数量上可能不及从前，但高质量的专业观众让展会反而更加成效突出；数字化技术的使用，则更是为行业的解冻带来了暖流。

Embark on the recovery route of exhibitions

Reporter/Celion Su

According to relevant research， most exhibition industry professionals and exhibition participants believe that “COVID-19 has demonstrated more clearly the value of offline activities”. So， after more than a year of suspension， what are the different feelings of exhibition enterprises in various countries Are there any new changes in the scale of the exhibition and the feedback from visitors What are the biggest challenges in the operation of post-epidemic exhibition How will exhibition organizers make reasonable layout to embrace the future

Around the above issues， four representatives from leading exhibition organizers from the United States， Japan， Singapore where physical or hybrid shows have been gradually restored have been invited to share their experiences and views. They generally believe that although the scale of post epidemic exhibitions may not be as big as before， but the high-quality trade visitors have made the exhibition more effective. In addition， the use of digital technologies have also brought warm flows for the thawing of the industry.

目前线下展会的基本情况如何？

Ted Wirth：我们与展会所在场馆通力合作，为展商和买家之间的贸易成交营造安全的环境。相应的措施包括：疫苗接种证明、核酸检测、无接触展会登记、设置卫生服务站和安排现场监测员监督人们佩戴口罩等。我们发现，客户非常渴望线下展会重新举办，并非常乐意采取任何必要的举措来配合展会重新举办。

Yuko Furuichi：去年11月，我们以混合形式举办了数字营销展——东京全球数字营销峰会。由于要遵守政府的几项要求，我们仅邀请了最优质的买家来到展会现场。政府的防疫要求主要包括：展会观众数量不得超过5000人、场馆空间占用率不得超过50%，以及现场禁止饮食。……