The novel coronavirus pneumonia has caused many exhibitions in the world to be closed, making online exhibitions a hot spot of independent innovation in the exhibition industry. "Cloud Exhibition" is emerging in many areas, and the news media has increased the attention. It seems that the regeneration of the exhibition industry will change from offline to online, and a new era of the exhibition industry is coming.
There is no classic case of online exhibition
Online exhibitions are nothing new. There are pioneers in the PC era of Internet technology. After entering the mobile Internet, there are a number of new water testers.
Among these successors, there are not only information technology enterprises, but also news media operation organizations, exhibition organizers and even government agencies. They include the parties concerned with the rights and interests of the exhibition, which is precious. However, as a result, there is no classic case of online exhibition that can be extended. On the contrary, there are many obvious stories.
Dilemma and doubt of online exhibition
Online exhibition in China has been exploring for 20 years, the time is not short. Why not? Juzhan.com introduces you to the dilemma and doubts of online exhibition
Let's talk about the dilemma of online exhibition first
The dilemma of online exhibition depends on the inability to deal with the problem of charging standard: it is not easy for exhibitors to pay for online exhibition, and the audience will not pay for online exhibition. The reason is very simple: first of all, there are many ways for audiences to get trade information online, and online exhibitions are not the only ones; Secondly, customers also have a variety of ways to publish trade information online, and online exhibition is not the only one. In addition, even if customers sign up to participate in online exhibitions, their connected audience and customers are not centralized or established. Tracking and selecting information is not as convenient, real and reasonable as online and offline exhibitions.
If we deal with the revenue source of online exhibition according to the publicity fee or membership fee, and whether such revenue can be completed or not, and whether we can ensure the expenditure of website construction and maintenance, we can be sure that such revenue is unlikely to achieve the business scale of offline exhibition revenue. The more critical problem is that this kind of site must have the characteristics of news media, otherwise it can't continuously attract the audience. In this way, the online exhibition is in name only.
If we can't deal with the online exhibition whose income comes from (including the charging standard that can't be very similar to offline exhibition), we can't produce the operation mode (operation mode). If the organizers make a long-term profit and lose money, they will not be able to do so.
On online exhibition
Online exhibition of doubt, depends on can not be different from e-commerce platform. If an online exhibition is made into an Internet dealer service platform that can make money, then it can only be "Taobao", "tmall mall", "Jingdong Mall" and "pinduoduo platform". The business process of exhibition organizers such as development trend is not exhibition, but e-commerce. The competitors are enterprises like alibaba.com.
Just like this, so far, we have not seen any examples of exhibition organizers abandoning offline exhibitions and transforming into e-commerce platforms; None of them have seen the e-commerce industry as the strongest among them, taking the offline exhibition as an example of the key development prospects (e-commerce may do the exhibition, but it's just not easy to do the online exhibition).
"Focus" of manufacturing industry regeneration in offline exhibitions
The sign of the rebirth of the exhibition industry is not the creation of online exhibitions, but the opening of offline exhibitions.
If the offline exhibition is suspended for a long time, the exhibition hall and exhibition engineering projects will not survive, and the manufacturing industries related to the exhibition, such as transportation, hotels, restaurants, restaurants, advertising, vacation tourism, will also be greatly affected (that is to say, the driving effect of 1:9 will not be fully exerted).
If the novel coronavirus pneumonia virus coexists with human society for a long time, then, will social activities such as sports competition, stage performance, watching movies, even institutions teaching and catering parties within the exhibition industry be included in the exhibition industry? The answer is well known.
