Economic Observation Network reporter Li Huaqing. On April 26, the official website of the Canton Fair announced the 127th Canton Fair's first online exhibition guidelines, which clarified the 127th Canton Fair's exhibition period, the scope of exhibiting companies, the theme of the exhibition, the format of the exhibition and other aspects.
Affected by the new crown epidemic situation, the 127th Canton Fair was postponed to June 15 ~ June 24, and the exhibition period was 10 days. This is also the first time that the Canton Fair has a history of more than 60 years. The new format brings a whole new preparation process. The organizer of the Canton Fair said that it will produce guides for the exhibition based on the progress of the group exhibition work and release it many times.
The first exhibition guide introduces that, apart from about 25,000 companies that have obtained the booth arrangement for the 127th Canton Fair export exhibition and overseas exhibition groups and enterprises that have completed the prepayment of booth fees for the 127th Canton Fair import exhibition, to ensure the quality of the Canton Fair held online for the first time In addition, other qualified enterprises can participate in the activities of the third-party cross-border e-commerce platform of "Synchronous Canton Fair, Global Business Opportunities". From this point of view, the number of participating companies in the 127th Canton Fair will be expanded.
The most important part of the first exhibition guidelines is to clarify the format of the online Canton Fair. The exhibition guidelines pointed out that the 127th Canton Fair will be held on the platform established on the official website of the Canton Fair. Although the platform is still being built, it is clear that there will be four major functional sections.
The first is the online display and docking function. Enterprises can upload their own company and product information in the form of pictures, videos, 3D, VR, etc. for multi-dimensional display, and can also upload virtual booths to facilitate the three-dimensional display of images, release products, and purchasers. You can inquire about products or enterprises through exhibit classification, product and enterprise keywords, booth number, etc., and visit the enterprise virtual booth.
The second is the live marketing function section. Each company can set up a 10 × 24 hour online live broadcast room separately. The live broadcast room has functions such as watch-on-demand, video upload, interactive communication, and sharing. It is convenient for companies to carry out personalized live marketing and interact with customers. Communicate and negotiate.
The third is for the docking function section. The platform supports exhibitors and buyers to publish supply and demand information, and provides honest background information for both parties of the transaction, including the situation of buyers 'participation, registration origin, exhibitors' previous exhibitions, and whether they are Canton Fair brand enterprises. In order to respect and ensure the privacy of B2B trade, both parties can choose third-party tools to conduct in-depth negotiations and establish orders. The platform also provides some video conferencing and social software links to facilitate the use of both parties. The platform page provides multilingual translation support to facilitate the communication between buyers and exhibitors.
Fourth, the third-party platform synchronization activity function section. The 127th Canton Fair will set up a cross-border e-commerce comprehensive test area, and at the same time, the theme of "Synchronous Canton Fair, Global Business Opportunities" will be held on some domestic third-party cross-border e-commerce platforms Enterprises can participate in the activities of third-party e-commerce platforms on a voluntary basis.
New product launches, forums and other activities that existed in the previous Canton Fair will also be moved online.
An employee of a household appliance company that participated in many sessions of the Canton Fair told reporters at the Economic Observation Network that in the past offline Canton Fair, the company mainly wanted to showcase the company and introduce products, maintain old customers and develop new customers, and obtain industry information. The online form of the 127th Canton Fair covered The exhibition, trading, communication and forum activities basically meet the company's exhibition needs, and hope that the technical supporters will work solidly and provide a smooth online experience.
For the employees of the participating companies, the workload during the exhibition period of the 127th Canton Fair may have increased. After all, the offline Canton Fair will have a fixed exhibition time and will be closed at night, but the live broadcast room can be operated 24 hours. The employees of the above-mentioned home appliance companies told reporters that the company has initially planned to do live broadcasts on different topics on different days, such as microwave ovens for one day and refrigerators for the next day; for different time periods of the day for customers in different regions, for example, for the Asia-Pacific region in the afternoon, In the evening, it is aimed at Europe and the United States. The live time of the live broadcast room is long, and the initiative is mainly in the hands of the enterprise. The enterprise should plan the live broadcast content in advance.
The employees of the above-mentioned home appliance companies told reporters that the company's Canton Fair exhibits have been prepared well. At present, they are looking for companies that can do 3D and other virtual effects to design virtual booths. This will be a new expenditure. If you are participating in a physical exhibition, in addition to the booth fee, you also need to pay for the exhibition. The online exhibition can save the cost of the exhibition can be transferred to the virtual booth expenditure.
In addition to the preparation of virtual booths and the preparation of live content, the employees of the above-mentioned household electrical appliance companies are also intensively contacting customers to remind each other to pay attention to the company's activities during the Canton Fair.
Some companies have warmed up to participate in the online Canton Fair. Gree Electric introduced that on April 15th, Gree launched a health series product promotion meeting, which was promoted to global customers in the form of video. Early adaptation to the "cloud promotion" will help participate in the 127th Canton Fair.
The Canton Fair organizer reminded that in order to ensure the first online Canton Fair, companies can do their own training in accordance with their own needs and the characteristics of online exhibitions; technical support parties will organize video training in May (the specific time will be notified later); provinces and cities The trading group will also organize exhibitors to conduct training as appropriate.