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UFI：2017年全球展览业的5个趋势 二维码
发表时间：2016-12-14 11:08作者：Kai Hattendorf来源：掌上世博平台 前些年，我们利用UFI全球大会的时间，去发现一些影响下一年度全球展览业的核心主题。所以，在今天，我们也来分享一下“2017年全球展览业的5个趋势”： As in previous years, we used the time around the UFI Global Congress to identify the core themes that the UFI team feels will impact the global exhibition industry in 2017. So today, let me share with you “UFI’s 5 trends to watch in 2017”: 最近几个月，我们看到英国公投出欧，土耳其的政变，俄罗斯和西方之间的紧张局势，以及美国总统选举所显示出的一个深深分裂的国家。 所有这些都使得政治和商业的不确定性越来越大。贸易协定是否会报废？到重要的贸易市场国家去是否依然便捷（安全）？市场如何适应不断变化的汇率水平？这么多的问题是世界各地的会展公司都将面对的，需要解决的。 它们将影响企业如何选择在更具保护主义的环境中参加展览。 但是，我们不能忘记这一点，特别是在困难时期，所有行业都使用展览来交流洽谈完成各自行业的状况评估。 In recent months, we have seen a UK vote on Brexit, a failed coup in Turkey, growing tensions between Russia and the West, and a US presidential election that shows a deeply divided country. All of these amount to a growing level of uncertainty around politics and business. Are trade agreements to be scrapped? Will travel to vital markets remain easy (and safe)? How will markets adapt to changing currency levels? There are numerous questions being addressed in corporate boardrooms all around the world. And they will impact how companies choose to participate in exhibitions in a more protectionist environment. How this will play out exactly for our industry is impossible to see, however, let’s not forget that, especially in difficult times, exhibitions are used by whole industries to meet and to take stock themselves.
德国长期以来一直是不断增长的全球会展行业的榜样。近年来，一些最强大的德国会展品牌，虽然在他们本国的基础坚固，但已看到在亚洲有赶超该品牌展会在本国的参展商或访客数量。鉴于当前保护主义的增长，这种基于不同区域如欧洲，亚洲和美洲展会的佼佼者可能会加速发展。这将为一些国家和地区展会主办方提供新的机会，成立独立的品牌展会或者成为某国际性展会的一部分。在巨大的国内市场，如美国和中国，有许多优秀的营利性或协会组织，目前不断呈献精彩的展会，而并不瞄准国际观众。 Germany has long been a role model for growing global leading shows. In recent years, some of the strongest German show brands, whilst remaining strong at their home bases, have seen their own shows in Asia reaching and exceeding the exhibitor or visitor numbers at their home shows. In light of the current growth of protectionism, this growth of regional show champions in Europe, Asia, and the Americas might very well accelerate. This will provide new opportunities for national and regional organisers, going it alone or aligning with international players. In huge internal markets, like the US and China, there are many excellent for-profit or association organisers who currently deliver successful shows without aiming at an international audience.
我们的行业和数字化之间永远的爱恨关系继续，但随着越来越多的公司正在开始数字化流程，数据管理和客户流程数字化，他们正在快速地进行自己的数字化学习曲线。在过去的十二个月中，首席数字化运营官的职位已经变得更加普遍，与CEO或董事会合作共同推进展会数字化发展。与此同时，对数字化会颠覆会展行业如Uber颠覆出租车业务的恐惧已经减少。取而代之的是存在很多提供数字服务解决方案的机构，既有利于组织者，又可以削减他们部分的业务模式。服务提供商已经与会议数字化技术公司建立联盟，向主办方提供整体的打包服务，彼此简化复杂性并加强他们作为重要合作伙伴的各自作用。其中一个“雷区”是数据处理和隐私法。日益复杂的情况会给每个人带来压力，俄罗斯最近禁止使用LinkedIn就是显示这一陷阱。 The perennial love-hate relationship between our industry and digitalisation continues, but as ever more companies are digitising their own processes, data management and customer processes, they are proceeding fast on their very own digital learning curve. Chief Digital Officer positions have become more common in the past twelve months, working with the CEOs or on the Board on fast-tracking digital developments. At the same time, the fear of major disruption, in the style of Uber disrupting the taxi business, has diminished. In its stead, a broad field of companies are offering digital service solutions that can benefit organisers as well as cut into segments of their business model. Service providers are already forming alliances with these event tech companies to offer their services in bundles to organisers, both to minimise the complexity and to strengthen their own role as ever more important partners. One “place to watch” is data handling and privacy laws. The growing complexity here will put strain on everyone, and Russia’s recent ban on LinkedIn shows the pitfalls here.
在几乎所有领先的国际市场，都没有缺乏可用于举办成功展览的场地空间。然而，许多组织者发现很难与一些场所合作，指出场地方和当地支持的公司缺乏操作经验和日常流程。虽然高质量的基础设施是举办展览会的必要条件，但保障和培训高素质的员工是一个持续的挑战。这对搭建和运营现场安全或参展商服务期间的健康和安全等各种问题产生影响。这是一个有趣的观察，许多欧洲场馆同时投资数十亿增加其场地容量，也渴望投资于员工培训和发展。在发展中国家由国际公司经营的场地，在员工培训方面发挥了领导作用，迅速摆脱了地区的竞争对手。一般来说，亚洲展览会和建设场地的增长使其容纳部分劳动力，使得卓越运营更加重要，但更难实现。 In almost all leading international markets, there is no lack of venue space that can be used to run successful exhibitions. However, many organisers find it difficult to work with a number of venues, citing a lack of operational experience and day-to-day processes at the venues and local support companies. While quality infrastructure is a must for hosting exhibitions, securing and training quality staff is an ongoing challenge. This has repercussions for issues as diverse as Health & Safety during build-up and operations to on-site security or exhibitor services. It is an interesting observation that many European venues, while investing billions in upgrading their venue capacities, are also eager to invest in staff training and development. Venues run by international companies in developing markets are also taking a lead on staff training in these markets, quickly setting themselves apart from reginal competitors. In general, the growth of exhibitions in Asia and the construction of venues to accommodate them has strained the labour pool, making operational excellence even more important, but harder to achieve.
最后，日益增长的不确定性，数字变化浪潮，以及经济气候的转变，都使得整个展览业务走向全新阶段。由于“一切照常”不再是一种常态，主办方，场馆方和服务提供商都越来越愿意改变，甚至可能打破常规。价值主张正在受到挑战，新的和拥有不同技能的人才被聘用。 展览会增加了更多的内容（并通过这样做赚钱）和更加强烈地利用数据。私募股权运营组织者正在设定变革的步伐，挑战现状。所有这一切导致越来越重视寻找和留住合适的工作人员 ——从董事会到行政管理层。我们行业领导地位轮转肯定会继续下去。 Finally – the growing levels of uncertainty, waves of digital changes, and shifting economic climates are all leading to a fresh new look at where the exhibition business as a whole is headed. With “business as usual” being less of an option, organisers, venues, and service providers are all increasingly open to change, maybe even to disrupting themselves. Value propositions are being challenged, new and different talent is being hired. Exhibitions are adding ever more content (and making money by doing so) and utilising data ever more intensely. Private equity run organisers are setting the pace for change, challenging the status quos. All this leads to an increasing focus on finding, and retaining, the right staff – everywhere from boardroom to administration. The game of musical chairs for leadership positions in our industry will for sure continue. 
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