Professional Exhibition &Nbsp; Spectators Are Excellent But Not Many.

In Europe, it is almost natural for the exhibition data to be audited by the FKM.

However, at present, FKM does not intend to systematically promote its exhibition standards in China and support those organizations and associations who want to review their exhibitions.

The Munich International Expo Group has registered the FKM inspection of China International Construction machinery, building materials machinery, engineering vehicles and Equipment Expo (baumaChina2004).

This is the first time that Munich International Expo Group has examined its overseas holdings.

The strict audience definition is

Germany is known as the exhibition Kingdom, and there has been a quite mature approach in every aspect of the exhibition.

Regarding the definition of audiences and the statistical issues of exhibitions, Mr. Hu Mingfeng, chairman of the voluntary control organization (FKM) and the chief executive officer of Munich International Expo Group, said that people who bought tickets or registered names and addresses at the audience Registry were called spectators.

Journalists, exhibitors, service staff and unregistered guests are not included in the audience.

This code of conduct is widely used in Europe.

In the United States, staff members and other groups of exhibitors are called "exhibition participants", and some of them are counted in the number of spectators.

Only those interested in establishing business relations with exhibitors can be regarded as spectators.

In this regard, our definition of audience is the most stringent.

FKM is affiliated with the German exhibition and fair Association (AUMA). AUMA is the highest Association of the German exhibition industry, representing the interests of the entire exhibition industry and communicating with the government. It is responsible for providing the industry with comprehensive information for exhibitors and viewers for research and training.

74 of the FKM77 members came from Germany, and another 3 were foreign exhibition organizers, including Italy Verona exhibition company, VeronaTradeFairCompany? Moscow MVK and Hongkong Trade Development Council of China? HKTDC?

The annual number of FKM audits has increased from 25 40 years ago to about 300 now.

90% of the international fairs held in Germany and 80% of the regional exhibitions are audited by FKM.

FKM is only responsible for examining the exhibition data.

FKM has its own set of rules for the collection and distribution of the number of exhibitors, the size of display, the number of spectators and the structure of the audience. It is mandatory for all members of FKM.

Whether members perform the specification is ultimately examined by the public accountant.

Hu Mingfeng said that for China, it is necessary to establish a national audit system in the medium term, because there are many statistical standards used by Chinese exhibition organizers.

For exhibitors, spectators and the media, it is very difficult to understand the true scale and impact of the exhibition.

Transparency of the exhibition statistics will benefit the whole Chinese exhibition market.

However, some organizers of the exhibition still resist this kind of pparency. They benefit from their own standards, which is not conducive to the popularization of statistics and evaluation.

Quality of audience is more important than quantity.

Compared with similar exhibitions in China, the number of spectators announced in Germany is far less.

For the exhibition exhibition of logistics exhibition held by Munich Expo Group in Shanghai in May, although the popularity of the site looks more prosperous, the number of viewers after the meeting is only more than 9000. For this reason, Hu Mingfeng said that the Munich International Expo Group's exhibition in China is mainly for professional audiences.

The audience must pre register before getting tickets.

Therefore, the Munich International Expo Group knows exactly the number and nature of the audience (professional spectators or ordinary spectators).

Media and unregistered guests are not spectators.

Compared with similar exhibitions in China, the number of spectators released by Munich International Expo Group is usually less, but this does not affect the reputation of the exhibition.

Hu Mingfeng believes that for exhibitions, the most important thing is the quality of the audience, not quantity.

Exhibitors and their target audience have close contact opportunities before they are more likely to engage in business communication, and the purpose of exhibitors participating in the exhibition is also achieved.

If exhibitors are faced with a larger number of ordinary spectators, they will need more time and effort to distinguish real customers from them.