Special supplement: CMP industry trade fairs keep pace with business growth

In today's fast-changing global market, a channel that provides business contacts and information at any time and any place is essential to industry traders and suppliers.

The exhibition industry is proving crucial as a bridge between science and culture, and a window for promotion.

As a measure of the market economy, the exhibition industry has developed rapidly in the 30 years since the start of reform and opening up in China.

Among the most prominent in the sector is CMP Asia, one of the largest commercial exhibition organizers in Asia. Its parent company is United Business Media Plc, which is listed on the London Stock Exchange.

CMP Asia organizes over 110 trade fairs and provides business information through 20 trade publications and associated websites. It has more than 600 employees in 13 cities in Asia and the United States and organizes trade fairs that attract 30,000 exhibiting companies and 1.27 million visitors from 150 countries every year.

Jim Essink, CEO of CMP Asia, says that the prosperity of the Chinese exhibition industry reflects the nation's development from the "world's factory" to a major importer.

The gap between Chinese and Western exhibitors is also closing, he said. The Furniture China show in Shanghai is one example. The annual event has been held for 13 years and is now Asia's largest international furniture fair, spanning more than 350,000 sq m of exhibition space accommodating 2,000 exhibiting companies and 70,000 visitors.

"Some of the overseas press who came to China for the first time to visit the fair told me that they did not expect it to be so international, but they were impressed to hear people speaking in English wherever they went at the event," says Essink.

China's exhibition industry is on a journey to long-term growth, Essink says.

"With the commercial sector of the China exhibition industry meeting international standards, it is probably time for the government to let the industry thrive more on its own, while being supportive, without imposing too much regulation, and let the exhibitors and visitors choose the exhibitions that create real business value for them," he says.

"The exhibition industry in China will definitely continue to grow."

He estimates that large, established events will consolidate and grow steadily in important exhibition cities like Shanghai, Beijing and Guangzhou, and there will be new events with new themes launched in second-tier cities like Chengdu, Suzhou and Nanjing.

Both international and domestic organizers have been active in recent years offering their own events or working together in joint ventures. CMP Asia is also planning a series of events in Chengdu for 2009.

As a front runner, Essink has been in the industry for many years, learning "the very important thing is to put customers first".

He says there are two kinds of customers - exhibitors and visitors, and they are equally important. A successful player in the industry needs to listen to the needs of both groups.

CMP Asia offers customers industry-specific B2B website portals to link supply with demand and create business opportunities. The company now has dedicated portals serving the jewelry, furniture, fashion and clean industries.

Its regional headquarters in Hong Kong organizes what have become Asia's largest jewelry, beauty and leather exhibitions, some started as long ago as 25 years. CMP Asia stages over 30 trade exhibitions on the mainland every year.

(China Daily 04/15/2008 page40)