German exhibition: Amateur watching lively inside the doorway
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In spite of this, there are not many German cities under the name of “the capital of exhibitionsâ€, such as Hamburg, Berlin, Leipzig, Hannover, Düsseldorf, Cologne, Frankfurt, Munich, etc., from north to south, among them. Many are the venues of famous international exhibitions. According to AUMA statistics of the German Federation of Exhibition Economy, in 2014, Germany organized 330 registered exhibitions with a total exhibition area of ​​8.3 million square meters, exhibitors of 232,000 and visitors of 15.6 million. Among them, there are 176 international and national exhibitions, nearly 180,000 exhibitors and 9.72 million visitors. In addition, the total revenue of the German convention and exhibition industry reached 3.5 billion euros last year, a record high.
Although popularity is crucial to the show, organizers are particularly happy to emphasize the jump in the number of exhibitors and visitors, but it is not unusual to just make up the number. Behind the excitement of the German exhibition is its doorway, which constitutes the unique appeal and competitiveness of the German exhibition.
One of the doorways is professional. According to AUMA statistics, in the 176 international and national exhibitions held in Germany last year, there were 104 professional exhibitions of investment products and 44 professional exhibitions of consumer goods. The proportion of the two was more than 84.1%, and the general public exhibitions were 19 , 9 service exhibitions. It can be seen that most of the large-scale exhibitions in Germany are professional exhibitions, which are highly targeted and some even focus on a certain segment.
Since it is a professional exhibition, you should do professional things in a professional place and in a professional way. For example, there is basically no car model at the Frankfurt Motor Show. Some German exhibitors said, "The car is beautiful enough, why do you need a car model? The only focus of the auto show is the car."
Based on the spirit of professionalism, the German exhibition is highly open. Whether it's the top luxury car at the Frankfurt Motor Show or the large combine harvester at the Hannover Agricultural Machinery Show, the audience can get in touch with all the exhibits. Sitting in the cockpit, while feeling the technical details, while chatting with the exhibitor representatives, such a scene can be seen everywhere.
The professionalism of German exhibitions is inseparable from their strong industry associations, which are often the core organizers of the exhibition. For example, the organizer of the Frankfurt Motor Show - the German Automobile Industry Federation, the organizer of the Hannover Agricultural Machinery Exhibition - the German Agricultural Association and the German Machinery and Equipment Manufacturing Federation, the exhibition company is responsible for the specific operation, and the government is almost invisible.
The second doorway is innovation. The attraction of the exhibition is “newâ€, including new products, new technologies, new ideas and so on. This year's Frankfurt Motor Show showed more than 200 world premieres, and at the Hannover Agricultural Machinery Show, you can see 49 products that have won innovation awards.
Based on the strength of industrial innovation, at some international professional exhibitions, the German industry has shown its intention to lead the development of global industry, not only to display new technologies, but also to organize many open seminars, and many seminars are held in the exhibition hall, such as this year's The Frankfurt Motor Show focuses on two major trends in the future of the automotive industry – new energy vehicles and intelligent transportation; this year's Hannover Agricultural Machinery Exhibition focuses on “precise agricultureâ€. Both are the world's top professional exhibitions. Some exhibitors said that German exhibitions often have higher technical thresholds and are more like a platform for strong dialogue.
The third doorway is inclusive. Even for professional exhibitions, the public open day is usually arranged. The public open day of the German exhibition usually arranges some popular science activities, especially for children and adolescents. For example, children over the age of 3 can participate in the "Junior Club" event at the Hannover Agricultural Machinery Exhibition, and the "Children's Theatre" is arranged at the Frankfurt Motor Show.
For German adults, even if it is not a professional, visiting a professional exhibition is a casual and social way. The logistics service of the exhibition guarantees people's social space. In fact, by improving inclusiveness, the German exhibition is trying to attract more people while maintaining its professionalism. Well, of course, the more exciting the better.