Wen/Zencan
On July 11, the 22nd China (Guangzhou) International Architectural Decoration Expo (hereinafter referred to as the "Guangzhou Construction Expo") concluded successfully at the Guangzhou Pazhou International Convention and Exhibition Center. As the only large-scale exhibition that has not been affected by the COVID-19 epidemic and is held as scheduled, this Guangzhou Construction Expo continues the four major themes of the 21st "customization", "design", "intelligent" and "system". From upstream production equipment, auxiliary materials and accessories, From the whole house customization of finished products to smart home, it covers the main subcategories of the entire industry chain of the large home construction and decoration industry, and it can be said to have everything. Affected by the COVID-19 epidemic, although it has been reduced in scale, it still maintains an exhibition area of 300,000 square meters, attracting more than 1,600 companies from 24 provinces and cities across the country.
In the author's opinion, this Guangzhou Construction Expo mainly presents five highlights.
First, the popularity is unexpected
For China, the most dangerous stage of the COVID-19 epidemic may have passed; for the world, the COVID-19 epidemic is still continuing and spreading. Although this Guangzhou Construction Expo is the first large-scale exhibition to be held as scheduled after the new coronavirus epidemic in China, people do not have high hopes for its popularity. However, its popularity has been surprisingly explosive.
Offline, the exhibition site was crowded with people, and the entrance to the Guangzhou Pazhou International Convention and Exhibition Center and the main thoroughfares in the exhibition hall were even more crowded. Online, the exhibition has comprehensively upgraded the Construction Expo mini program, strengthened the online live broadcast function, provided exhibitors with publicity and value-added services through live broadcast promotion, and realized personalized online marketing and offline exhibitions to complement each other, creating a "watching the exhibition during the day and watching the exhibition at night" "Watch live broadcast" is a new exhibition format. It is reported that as of July 6, pre-registrationThe number of visitors recorded doubled compared with the same period last year; half an hour before the opening on July 8, more than 26,000 visitors were watching the exhibition through screens.
Second, there are many activities and high quality< /p>
In recent years, meetings within exhibitions and exhibitions within meetings have become a trend in the development of the exhibition industry. The conference brought new ideas, new technologies, and new trends in the industry to the exhibition, making the exhibition content more connotative; the exhibition provided the conference with more down-to-earth and pragmatic content, making the conference more effective. This Guangzhou Construction Expo will continue to launch the "Innovative Ideas Launch Platform", using ideas to promote new trends in the industry, inspire new development of enterprises, incubate results through the power of ideas, and fully empower the new ecology of the industry.
During the exhibition, a total of 7 large-scale theme exhibitions and 39 high-end industry conferences and forums were held, and 16 exhibiting companies applied to hold large-scale investment fairs in the conference and forum areas outside the booths. and new product launch events. 60+ events, such as China Decoration Development Forum II, 2020 China Home Building Materials Industry Digital Live Marketing Upgrade Summit Forum, INTERNI Design Forum, 2020 4th China "Sunflower Award" Smart Home Awards Ceremony, etc., through industry experts and home furnishing enterprise leaders The exchanges and exchanges of ideas between people, well-known designers and many other big names have sparked sparks of wisdom and formed a closed loop of ideological ecology with depth, breadth and height.
Third, whole-house customization is developing rapidly< /p>
At this Guangzhou Construction Expo, "whole house customization" has become the most mentioned keyword by many home building materials companies. In addition to companies that started out as home decoration and design, Some companies whose original business is not home decoration design are also preparing to take a share of the "whole house customization" market share. Everywhere you look, companies with the slogan "whole house customization" can be seen in various exhibition halls.
However, most companies actually lack the ability in this area. Will their blind following of the trend lead to the proliferation of "whole house customization" and become a pseudo-concept of patchwork products?
Fourth, smart home leads the trend< /strong>
With the gradual implementation of 5G, the impact of Internet technology in the home field is deepening, and smart homes are ushering in an explosion. This Guangzhou Construction Expo follows the trend and has three major exhibition halls focusing on the intelligent field.
In the exhibition, Huawei, Haier, Meizhi Intelligence, Bainiao, Yunmi, Haiman, Chuangmi, Wangli, Siemens, Philips and other well-known Chinese and foreign companies representing cutting-edge smart home technologies The Eight Immortals of the enterprise showed their magical powers across the sea, bringing technological and interesting new products and intelligent scenes. For example, Haier made its first appearance at the exhibition with the image of "Haier Smart Home". It used a large-scale exhibition booth of more than 1,400 square meters to display the "5+7+N" scenario-based solution, which truly combines ecological decoration, whole-house furnishing and smart home, from Users are provided with high-quality services in all smart home scenarios from single product customization to whole house customization.
Fifth, rock slabs are widely used across borders
This is what ceramic people are most concerned about. At the last Guangzhou Construction Expo, it was very rare for kitchen and bathroom and home customization companies to use slate in their booths. Some ceramic people joked about this, saying, "Stone slabs are such a good product, but kitchen and bathroom and home customization companies don't use them. Let's unite and go to court to sue them." At this Guangzhou Construction Expo, the "appearance rate" of slate has increased sharply, and it is widely used in dining tables, coffee tables, cabinets, and backgrounds.On the walls, they can be seen everywhere in the booths of ceramics, sanitary ware, furniture, and customized home furnishing companies; and there are as many as 12 slate brands directly participating in the exhibition - including Lishi Slate, Guangdong Zhongyan, LA'BOBO Domestic brands such as Slate Home Furnishing, Lingbiao Technology·Stone Slab, Zhongsheng Home Furnishing, 90° Home Furnishing, Dajiuluo Super Wear-resistant Marble Tiles, Golden Stone Marble Tiles, Difenci Slate, Guanrui Slate and Spanish Deses and Italian Laminam, two major imported brands, directly turned the Construction Expo into a "Rock Expo".
Ceramic people all understand that behind the phenomenon of "big fire" in slate, there are currently 46+ slate production lines built in China (it is expected to reach 75+ in 2021, and it is possible that within 3 years will reach 300) facts. At the exhibition, the price of customized 3mm ultra-thin slate cabinet doors was as high as 1,500-1,600 yuan/㎡, which is much higher than the price of other boards; in reality, a 900×1800×720 (height) ㎜ slate dining table was only sold for 253 yuan during a limited-time promotion. /piece, the price is so low that I have no friends. Production lines are about to bloom everywhere, and market prices are already so chaotic. The slate fire is still going strong. Can it continue to be popular for a long time?
The author also believes that in addition to the five highlights, this Guangzhou Construction Expo also reflects a trend and some hidden worries.
A trend:
Exhibitions enter the era of online and offline integration
The outbreak of the new crown epidemic has made the already emerging online and offline integration of exhibitions more obvious and irreversible. It is best for the 127th Canton Fair to be held entirely in the form of the Internet proof. The continuous development and improvement of online functions will inevitably cause exhibitions including the Guangzhou Construction Expo to reduce offline booth sales revenue (according to relevant survey data, 80% of offline exhibition revenue comes from booth sales); but at the same time, It can save a lot of offline repetitive work of little value and effectively improve the work efficiency and value-added services of the exhibition.
How to convert offline resources into online exhibition traffic, gradually strengthen online value-added services, and truly achieve online and offline integration has become an important problem facing the Guangzhou Construction Expo.
A little concern:
Strong exhibition economic popularity does not mean a hot market
It is commendable that this Guangzhou Construction Expo can maintain such popularity in the "post-epidemic era". However, the strong popularity of the exhibition does not mean that the market of the general home furnishing industry is booming. The veil of "pseudo-prosperity" of the general home furnishing industry is slowly falling off in the exhibition economy, not to mention that the traffic flow of Guangzhou Construction Expo has shown a downward trend compared with previous sessions. In the era of mobile Internet + 5G, consumers do not have to go to offline stores to buy building materials and home products, and dealers do not have to attend offline exhibitions to find products as agents. The integration of online and offline is changing the past of the pan-home furnishing industry. business structure.
This is just like the annual exhibitions in the ceramic industry. On the surface, they are extremely popular. For example, ceramic large slabs have been popular at the Foshan Ceramics Expo and Foshan Tanzhou Ceramics Exhibition for two consecutive years, but they have not been exhibited in the market. Generally, even one tenth of the results are hot. Only the ceramic people themselves know what the market conditions are behind the prosperity of the exhibition.
Of course, the worse the market conditions are, the more companies must actively promote their brands and participate in exhibitions. Exhibitions are the benchmark for industry development, and the trend and leading role of the Guangzhou Construction Expo is very important. It is necessary for pan-home brands, including ceramic (slate) brands, to participate in the exhibition.
It is foreseeable that the Foshan Tanzhou Ceramics Exhibition to be held from July 20th to 24th and the Foshan Ceramics Expo to be held from October 18th to 21st will respectively become the "Tanzhou Slate Exhibition" and " Foshan Rock Expo". In this regard, are ceramic people ready to welcome the "false prosperity" of slate?
Author: Zen Can
