Exhibition Industry Day
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"government policy in strengthen exhibition industry in Thailand versus
economic crisis and current competition"
Presented by Mrs. Supawan TeeraratDate: 14 August 2009
‘Exhibition Day 2009’
Agenda1. Outlook of exhibition industry in 2009
• What happen in the exhibition world
• What is the positioning of exhibition in Thailand
2. Research findings as source of direction for 2010
• Effect from economic crisis
• Exhibition Trend 2010
• Where we are so far
3. TCEB’s strategic direction for 2010
4. EMD
5. Our team
The growth in venue space between 2006 and 2010 (13% worldwide) varies from one region to another. “Asia & Pacific” shows the highest increase (+25%), as shown in chart below
Asia Pacific
Global Trend
THE US
EUROPE
• Highly competitive
• Consolidation trend
• A declined in no. of trade fair
• More fragmented than the European market
• Focus on domestic market
• Fair ground capacity is less than 1/3 of the European’s
Source: L’Union des Foires Internationales (UFI)
Trend in Asia - CHINA
One of the biggest consumer market in the world
Strong production market
One third of the total exhibition capacity is located in South East
Overcapacity of fair ground (approx. 2.4 mil. sqm)
Source: L’Union des Foires Internationales (UFI)
Trend in Asia - Japan
The biggest economy in Asia
The second largest fair ground capacity in Asia
Japan’s trade fair market is relatively unknown
Most of the Japanese fairs are domestic fairs
Source: L’Union des Foires Internationales (UFI)
Trend in Asia - Korea
Focus on specialized fairs e.g. logistics, bio & nano technology
Fair ground capacity of 130,000 – 140,000 sqm.
A strong focus on technology and industry products
Source: L’Union des Foires Internationales (UFI)
Trend in Asia - Hong Kong & Macau
The development of sourcing fairs for Asian consumer products
Regional trade hub for consumer products
Direct access to Chinese customers
About the same size of fair ground capacity as Korea
The Venetian: Well-established business model
Gambling + Exhibition business
HON
G K
ON
GHO
NG
KO
NG
MA
CA
UM
AC
AU
Source: L’Union des Foires Internationales (UFI)
Trend in Asia - India
Severe under-capacity of Exhibition facility
Some of the Indian business is being exported to the Middle East
Becoming an extremely strong player gradually from government expansion projects and supports
Source: L’Union des Foires Internationales (UFI)
Trend in Asia - Vietnam
Strongest growth in South East Asia
A rising star in both tourism & MICE
Capacity is around 10,000 sqm.
Expected to become a strong competitor due to its strong GDP growth & growing purchasing power .
Source: L’Union des Foires Internationales (UFI)
Trend in Asia - Singapore
The unchallenged focal point and hub for trade in the ‘80s & ’90s
Focusing on the IT and telecommunications business
The new Marina Bay Sand Resort - an additional 100,000 sqm.
With 125,000 sqm. of exhibition space
Source: L’Union des Foires Internationales (UFI)
Effect from current economic crisis?
Middle East/Africa showed less effect from the decrease in space sales and attendees, while APAC had the most effect on decrease in space sold and attendees
Q: for shows occurring between 1 October 2008 – 31 March 2009,Did your organization experience a decrease in space sales in B2B shows?
• 68% of World trade shows during crisis decrease in space sold
• Asia Pacific has the highest decreasing in space sold of at least 5-10%
Q: Did you experience any decrease in visitors/attendees for these B2B Shows
• 62% of World trade shows effecting in decreasing number of in visitors.
• Asia Pacific has the highest decreasing in number of visitors of at least 5-10%
What about the exhibition trends?
Exhibition - Trend
1
2
3
4
5Governments taking more Governments taking more
interest in Exhibitionsinterest in Exhibitions
Shifting business model e.g. Shifting business model e.g. strategic partnerships strategic partnerships
formationformation
Niche and boutique events Niche and boutique events enjoying growthenjoying growth
Growth markets influencing Growth markets influencing destination choicesdestination choices
Content, content & Content, content & content!content!
Highly specialized but global events perceived as the business model of the future i.e. Bio industry
Trade fair trend in EU still perceived as effective marketing tools for B2B
Internet and attending trade fairs are the major tools for visitors to seek for product information – they finds the synergy between using internet and visiting trade fair to gain product information
“Where are we so far….”
ASEAN Country
No. of venues,
end 2009
Total venue space(m2) end 2009
Estimated net area sold (m2)
2008
Estimated annualised
revenue(US$) 2008
No. of exhibitions
2008
Thailand 7 209,905 448,750 145,262,000 71
Singapore 4 203,600 229,250 85,878,000 69
Malaysia 4 71,292 223,250 73,388,000 47
Vietnam 4 33,793 140,750 41,639,250 47
Indonesia 3 31,656 161,000 43,131,500 41
Philippines 1 8,300 80,500 15,565,000 35
Source: BSG Research & Analysis
Summary of ASEAN Trade Fair Markets, 2008
Thailand’s exhibition industry in 2008 is still remained ranking the first in ASEAN in terms of; number of exhibition identified - reached 71 trade show, estimated annual size – covered 448,750 sqm., average size per fair – covered 6,320 sqm and the estimated annualized revenues of US$ 145,262,000.
Exhibition 2004 2005 2006 2007 2008
Number of Exhibitions 65 56 69 63 71
Estimated Annualised Revenue (Million USD)
- 67 111 117 145
Average Revenue per Fair (USD) - 1,194,460 1,604,663 1,854,571 2,045,944
Exhibition Venues 4 4 5 5 7
Venue Space in sqm 131,102 191,322 199,122 199,622 209,905
Net Area Sold in sqm 211,750 274,250 380,500 373,750 448,750
Source: BSG Research & Analysis
Exhibition Trend in Thailand from 2004-2008
Since 2004, there was a promising growth of at least 2 digits for number of exhibition and revenue from space sold regardless of economic and political issues in the country
Country Identity Country Identity –– Target GroupTarget Group
0.010.020.030.040.050.060.070.080.0
%
TH SING MAL HK
• Among the 4 countries, Thailand would be most chosen as a MICE destination in terms of its hospitality of people and value for money respectively.
• Singapore won in terms of safety, international standards, and professionalism., all of which Thailand still lacks.
Source of InformationSource of Information
Inter
net
Wor
ds of
mou
th
News
pape
rs
MICE
mag
azine
s
Busin
ess m
agaz
ines
Telev
ision
Radio
Poste
rs/B
roch
ures
Tran
sit m
edia
Outdo
or m
edia
Even
ts/Ex
hibitio
ns/
Fairs
About ThailandIn general
Most PreferredInternet 76.2%
%
0.020.040.060.080.0
100.0%
• Internet is the most popular source of information among E customers and visitors.
Inter
net
Wor
ds of
mou
th
News
pape
rs
MICE
mag
azine
s
Busin
ess m
agaz
ines
Telev
ision
Radio
Poste
rs/B
roch
ures
Tran
sit m
edia
Outdo
or m
edia
Even
ts/Ex
hibitio
ns/
Fairs
About ThailandIn general
Most Preferred
Internet 68.5%
%
0.020.040.060.080.0
100.0
Direct Customers
Visitors
Overall Image RatingOverall Image Rating
7.328.26 8.16
6.71 5.95
0.00
2.00
4.00
6.00
8.00
10.00
TH (n:85) SG (n: 93) HK (n:96) ML (n:76) VN (n: 66)
Avg: 7.39
ó Singapore has the highest overall image rating, followed by Hong Kong that are above the industry average
ó The E is inclined to have a more positive view towards Singapore’s imageó Among the E customer groups, Thailand fell to the third rank after Hong Kong
6.827.99 7.55
6.685.50
0.002.00
4.006.008.00
10.00
TH (n:165) SG (n:167) HK (n:165) ML (n:157) VN (n:119)
Avg: 6.99
Direct Customers Visitors
Satisfaction towards DestinationSatisfaction towards Destination
8.08 8.048.30
7.23
6.50
6.006.406.807.207.608.008.40
TH (n:49) SG (n:49) HK (n:45) ML (n:22) VN (n:20)
AVG: 7.71
+0.45 +0.41 +0.67 -0.40 -1.13
• Among the E customers, Hong Kong (mean score: 8.30), Thailand (mean score: 8.08), and Singapore (mean score: 8.04) have satisfaction scores higher than average.
Direct Customers Visitors
• Only Singapore and Hong Kong have satisfaction scores above industry average.
7.51 7.98 7.896.58 6.67
0.002.004.006.008.00
10.00
TH (n:47) SG (n:167) HK (n:165) ML (n:157) VN (n:119)
AVG:7.61
2nd phase1st phase
International standardsProfessionalismInfrastructureValue for moneyHospitality of peopleSafetyProximity/AccessibilityBusiness opportunities (for “E” only)
Our personnel are service-minded. We provide good hospitality.We are a value-for-money destination.We provide a green MICE destinationWe have a variety of services.We are warm & friendly.We are casual & relaxed
What we really have
International standardsProfessionalismInfrastructureSafetyProximity/Accessibility
HKSG
SG
SGHK
Save DestinationVariety of servicesGreen & sustainable destinationCSR-focusedLively & energeticCalm & composedMeeting International Standard
Sustainable Society
What we have to be
What we have to be
Suggesting Framework for Thailand brand value proposition
Strategic Direction 2010
Government PolicyA Boost To The Economy
“MICE Sector is One of The Key Growth Drivers”
Boost confidence of foreign tourists and implement Boost confidence of foreign tourists and implement measures to stimulate tourismmeasures to stimulate tourism
Develop standards for tourism services by setting up Develop standards for tourism services by setting up standards for tourismstandards for tourism--related businessesrelated businesses
Promote Thailand as a worldPromote Thailand as a world--class tourism hub, class tourism hub, especially its readiness to serve as especially its readiness to serve as a centre for a centre for international conferences, exhibitionsinternational conferences, exhibitions and medical and medical tourismtourism
112233
Role of TCEB
1 •• Bring in more revenues to ThailandBring in more revenues to Thailand
•• Support the private sector in winning more Support the private sector in winning more
international event to Thailandinternational event to Thailand
CHAMPIONCHAMPION
•• Foster business & industry growthFoster business & industry growth
•• Capability developmentCapability development
•• Public & private coordination and Public & private coordination and
partnership for a smooth executionpartnership for a smooth execution
TCEB is Thailand’s version of Convention and Visitor Bureaux (CVBs) that
exist in all major countries around the world
2 PROMOTERPROMOTER
3 DEVELOPERDEVELOPER
4 FACILITATORFACILITATOR
•• Promote Thailand as a worldPromote Thailand as a world--class destination for class destination for
international and domestic MICE eventsinternational and domestic MICE events
TCEB STRATEGY TEMPLEThailand
to be globally preferred MICE destination in Asia
• Develop staff capability to be world-class• Improve financial processes• Deploy technology for operational efficiency
Strengthen
Thai Team
collabora-tion
Strengthen
industry
through
Intelligence
/Training/
Education/
Certificate
DEVELOP
• To enhance economic impact of the MICE industry to the Thai economy• To create sustainable competitiveness for Thailand’s MICE industry to be able to compete
efficiently and effectively in an international arena
PROMOTE
Market
Thailand as
World-class
MICE
Destination
Promote
Domestic
MICE
WIN
THAILAND CONVENTION & EXHIBITION BUREAU
Transform TCEB into
acquisition mode – Win
more business &
support private sector
to win bids
Boost
revenue from
visitors
Strategic approach
FocusFocus
Retain existing
customers
Retain existing
customers
OnlineOnline
Focus activities highlight and markets
•Online media•Internet & website•Social networking
Proactive support & services
1
2
3
Thailand Maximize
Int’l marketing road showASEAN, India, China,Japan, Korea, Indonesia
Sales Visit – One on one
Regional Champion Shows
MICE Education / Train the Trainer
Highlight of Marketing Campaign 2010
Supporting World Expo in Shanghai 2010
Host of Ufi Asia 2010
1
129musers in
North America
30musers in Middle
East
155m users in Europe
166musers in Asia Pacific
Source: comScore Media Metrix, Worldwide, Average Quarterly, Q4/07
9musers in Thailand
Online Marketing Campaign
Target 459 million impression via Google ads by:-World wide approach-Country approach-Key word approach
2
Online Marketing Strategy
Worldwide approach
Country approach
Keyword approach
Google-based advertising
Bangkok, the exhibition city of ASEAN
Market access to Indo-China
World class exhibition venues
Professional service providers
World renown hospitality
Value for money
Strong Industry cluster
Campaign No. of Impressions
No. of Clicks No. of Enquiries
Worldwide 600,000 12,000 Need to Discuss
Country-based(Asean)
400,000 8,000Need to Discuss
Keywords-based 200,000 4,000Need to Discuss
Total 1,200,000 24,000 Need to Discuss
Reported by Google Reported by GG Analytic
Enquiries Submission Report by TCEB
Expected Results in Expected Results in 6 6 monthsmonths
*Statistic can be changed up/down, depend on keyword changing
Thailand Thailand MaximiseMaximiseGrowing your exhibition Growing your exhibition inThailandinThailand
Delegate: Visitors/
Exhibitors
Extra night , Extra smile
Group: Trade promotion/Trade
Associations
100 A-HeadFinancial
Marketing Promotion
One Stop Services
Site inspections
NEW
OrganizerVisitor Promotion
Exhibition Promotion3
Module 4: 29 March – 3 April 2010
Advanced Studies in Exhibition Management II
On-site Seminar (45 hrs)
Module 1: 23 - 28 November 2009
Basics in Exhibition Management IOn-site Seminar (45 hrs)
Module 3: 1 February – 28 March 2010
Advanced Studies in Exhibition Management II
E-Learning Seminar (30 hrs)
Module 2: 30 November 2009 – 31 January 2010
Basics in Exhibition Management II
E-Learning Seminar (30 hrs)
EMD Programme
All subjects will be taught by a selection of experienced international teachers.
*Module 1 will take place at Westin Grande Sukhumvit Bangkok
• TEA/TICA members are subsidized to 80% of the full package price
• Deadline for registration: 15th October, 2009
Exhibition Team
• Markets covers:
• Singapore, Malaysia
• Vietnam, the Philippines
• Myanmar
• Germany
Business Business Development TEAM 1
• Markets covers:
• Hong Kong, Korea
• China, Korea, Japan
• India
Business Development TEAM 2
• Marketing strategy
• IMC
• PR
• Trade show
• Special projects
Strategic & Marketing team
Supawan TeeraratSupawan TeeraratExhibition DirectorExhibition Director
Ms. Kanokporn Damrongkul
(Oui)
Ms. Suratsa Thongmee(Kra-tig)
Our Team
Ms. Jutarat Apiwattanikul
(Joy)
Business Development
TEAM 1
Business Development
TEAM 2
Strategic & Marketing
Our Team Business Development
TEAM 1
Business Development
TEAM 2
Strategic & Marketing
Mr. Narindej Thaveesangpanich
Ms. NawapornRojarayanont
Ms. UthaiwanKittichanmetee
Our Team Business Development
TEAM 1
Business Development
TEAM 2
Strategic & Marketing
Mrs. Jaruwan Suwannasat(Rose)
Ms. ProudmaneeSangsri(Proud)
Mr. Watchara Kongphalanon
(Louis)
Thank You
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