China Hi-Tech Fair 2007

Exhibitor and Professional attendee’s

Investigation Report

 

November 2007

Notification: All the results of this report are belonged to China Hi-Tech Transfer Center of Shenzhen, but Economics and Management School of Wuhan University, Convention and Exhibition Research Center of Wuhan University reserve the intellectual property rights of this report.

Content

PREFACE···········································1

AN INTRODUCTION TO CHINA HI-TECH FAIR 2007························1

CHAPTER ONE··················· ········· ············2

NUMBER OF ATTENDEES····································2

POPULARITY INDEX OF PROFESSIONAL ATTENDEES·······················3

CHAPTER TWO··················· ····················· 5

INVESTIGATION OF EXHIBITORS·································5

CHAPTER THREE··························· ············12

INVESTIGATION OF PROFESSIONAL ATTENDEES························12

CHAPTER FOUR··························· ············23

FORUMS OF CHINA HI-TECH FAIR 2007·····························23 

CHAPTER FIVE··························· ·············28

INVESTIGATION OF SPECIAL SPACE BOOTHS··························28

 CHAPTER SIX···························· ············32

FINDINGS AND CONCLUSIONS································32

PREFACE

AN INTRODUCTION TO CHINA HI-TECH FAIR 2007 

China Hi-Tech Fair (“CHTF”), approved by the State Council of the People's Republic of China in 1999 and annually held in Shenzhen in October, is currently the most sizable and influential science & technology fair around China. It is jointly hosted by Ministry of Commerce, Ministry of Science and Technology, Ministry of Information Industry, National Development and Reform Commission, Ministry of Education, Ministry of Personnel, Commission of Science Technology and Industry for National Defense, State Intellectual Property Office, Chinese Academy of Sciences, Chinese Academy of Engineering, Shenzhen Municipal People’s Government and co-hosted by Ministry of Agriculture. From 1999 to 2007, CHTF has already successfully held for nine times. 

With nine years of development and improvement, The CHTF, featuring “state-level, international, high-level, large scale, pragmatic, professional and all-year-round”, has already become the largest and most influential technical exhibition in China known as “the No.1 Science and Technology Fair in China”. And what’s more, CHTF has helped more and more Shenzhen local enterprises to go to the world. 

In CHTF 2007, 102 delegations from 36 countries and regions, 3527 exhibitors, 16067 projects and 3487 investors attended totally, which included 72 Multinational Corporations. Overseas exhibition’s area is 1,370,000 square meters. The proportion of Professional products of overseas enterprises exceeded 40%. The numbers of projects, investors, multinational corporations and overseas exhibition’s area arrived the top point in the history of CHTF. More than 20 delegations from USA, RUSSIA, France, Germany and other countries participated in the CHTF 2007. All delegations of Chinese provinces, municipalities, the cities directly under the jurisdiction of Chinese center government, Hong Kong, Macao, Taiwan attended CHTF 2007. More than 500 enterprises signed up Hi-Tech Human and Intellectual Resource Exchange and 200 enterprises attended it. The numbers of attendees of Hi-Tech Human and Intellectual Resource Exchange is 25000. In CHTF 2007, the numbers of attendees amounts to 580000. Popularity index of professional attendees is 157.7 (that means each exhibitor meets 157.7 professional attendees every day in CHTF 2007). 260 media included about 1000 reporters reported the CHTF 2007.

CHAPTER ONE

1. NUMBER OF ATTENDEES

Number of attendees is a very important index that can reflect the effects of a fair. According to daily attendee volume, it reached the peak point at 13th (Saturday) and 14th (Sunday). During the six days of CHTF 2007, there were totally 587,000 attendees took in. Compared with CHTF 2006, Number of attendees was increased this year.

1.1 Number of Daily Attendees (Unit: person)

1.2 Number of Attendees (Unit: person)

2. POPULARITY INDEX OF PROFESSIONAL ATTENDEES

The popularity index of professional attendees means that each exhibitor meets the number of professional attendees each day. In CHTF 2007, the popularity index of professional attendees is 157.7 that arrived at a high level.

2.1 The Daily Popularity Index of Professional Attendees

(Unit: person/day. exhibitor)

 

2.2 The Daily Popularity Index of Chinese Professional Attendees

(Unit: person/day. exhibitor)

2.3 The Daily Popularity Index of Oversea Professional Attendees

(Unit: person/day. exhibitor)

2.4 The Average Popularity Index of Professional Attendees in all of Exhibition Halls (Unit: person/day. exhibitor)

The Average Popularity Index of professional attendees was very different between the exhibition halls. Since Hall 7 was for National Innovation Show, which attracted more professional attendees and rather fewer exhibitors, its average popularity index of professional attendees was the highest.

As for Hall 1, Hall2, Hall3, because of many famous exhibitors and popular exhibition products, their average popularity index of professional attendees were also high. 

CHAPTER TWO

INVESTIGATION OF EXHIBITORS

1. Satisfaction Level of Exhibitors

1.1 Overall Satisfaction Proportion of Exhibitors (%)

Compared with last year, “Over Satisfaction Proportion of Exhibitors” was higher in “Very Satisfied”, “Satisfied”, “Average”, so more exhibitors were more satisfied with this fair.

1.2 Quality Service’s Satisfaction Level of Exhibitors (Full Score=5)

2. Loyalty Level of Exhibitors

2.1 The Firstly Come to CHTF (Unit: %)

 

2.2 If not first, the Proportion of exhibitors who attended CHTF before?

Exhibitors were willing to attend CHTF not only one time, but many times. In the exhibitors of CHTF 2007, about 60.7% of exhibitors attended the CHTF before. The Proportion of exhibitors was gradually increasing, the loyalty of exhibitors was boosting.

3. Exhibitors’ Main Concerns

Both of the most important considerations were “Exhibition Size” and “Specialization”. As the largest scale and most specialized hi-tech fair in China, CHTF attracted more and more exhibitors.

“Exhibition Content”, “Quality Service” and “Government Support” are also important factors that attracted exhibitors.

4. Main Purpose of the Exhibitors

“Promote New Product” and “Exhibit Enterprise Image” were both of the most important purpose of exhibitors. This was suitable to the topic of CHTF, for CHTF provided the exhibitors with the best stages of hi-tech and trade shows in China.

Since many persons of outstanding ability and hi-tech enterprises from the world came to CHTF, “Seek for Partnership” was one of the most key purpose of Exhibitors.

5. Exhibitors’ Expenditures (RMB)

Resulting from CHTF

On one hand, Exhibitors were willing to spend money to travel to Shenzhen and attend CHTF, for CHTF could benefit them and provide with good chances. 

On the other hand, CHTF would benefit Shenzhen economics, because CHTF improved the industries of traffic, hotel, traveling, recreation, transportation, communication, etc. CHTF also provided Shenzhen with more and more opportunities of economics and employments. 　

6. Exhibitors’ Expectation

75.9% of exhibitors thought that they attain expectation with CHTF 2007 and 18.4% of exhibitors choose “Exceed Expectation”. Obviously, preponderant number of exhibitors is satisfied with CHTF 2007. 

7. Exhibitors Plan to Attend CHTF 2008

78.3% of exhibitors were willing to attend CHTF 2008 and 21.7% not. Obviously, most of the exhibitors were satisfied with CHTF 2007 and looking forward to CHTF2008.

8. The Factors Effect Exhibitors to Attend CHTF 2008 

　 

“Numbers and Levels of Professional Attendees” and “Quality Service” were the most important factors that effect exhibitors to be “come-back” exhibitors, and what’s more, “Government Support” was also a key factor  

9. Exhibitors’ Background Materials

9.1 Industry Distribution Categories (%)

9.2 Geographical Breakdown

CHAPTER THREE

INVESTIGATION OF PROFESSIONAL ATTENDEES

1. Attendee Profile

The professional attendee is the spectator who involves the display products designing, exploitation, production and sale. The proportion of professional attendee is the main standard to weigh the exhibition qualification and the specialty. The proportion of professional attendee takes 75.5% in CHTF 2007. This is certified that CHTF 2007 has reached to the stated professional level.

2. Satisfaction Level of Professional Attendees

2.1 Overall Satisfaction Proportion of Professional Attendees (%)

 

Compared with last year, “Over Satisfaction Proportion of Professional Attendees” was higher in “Very Satisfied”, “Satisfied”, “Average”, but the proportion of “Unsatisfied” was descended than last year. More Professional Attendees were more satisfied with CHTF 2007.

2.2 Quality Service’s Satisfaction Level of Professional Attendees

 (Full Score=5)

3. Loyalty Level of Professional Attendees

3.1 The Firstly Come to CHTF (Unit: %)

 

3.2 If not first, the Proportion of Professional Attendees who attended CHTF before?

Professional Attendees were willing to attend CHTF not only one time, but many times. The Proportion of Professional Attendees was gradually increasing, the loyalty of Professional Attendees was boosting.

4. Professional Attendees’ Main Concerns

As for Professional Attendees, “Exhibition Content”, “Specialization” and “Quality Service” were the most three important factors. Since CHTF 2007 had a lot of absorbing content (for example: Robot Show), numerous of Professional Attendees were very interested with exhibition content. On the other hand, professional attendees were also concerned about “Specialization” and “Quality Service”.

5. Main Purpose of the Professional Attendees

“Collect Information”, “Seek for Project” and “Seek for Collaborate Partnership” are the top three purposes of professional attendees. As a good hi-tech show stage, CHTF provided professional attendees with so many golden opportunities.  

6. The Stay Time of Professional Attendees

7. The Interests of Professional Attendees toward the Exhibition

 

Obviously, almost half of professional attendees were very interested in the exhibition hall 1, for IT Show attracted numerous of professional attendees.

Hall 4 (Robot Show and Individual-Sponsored Technological Innovation Show) and Hall7 (Show area of Commission of Science Technology and Industry for National Defense), because of their high specialization, also attracted more professional attendees.

8. Professional Attendees’ Expenditures (RMB)

Resulting from CHTF

On one hand, professional attendees were willing to spend money to travel to Shenzhen and attend CHTF, for CHTF could benefit them and provide with good chances. 

On the other hand, CHTF would benefit Shenzhen economics, because CHTF improved the industries of traffic, hotel, traveling, recreation, transportation, communication, etc. CHTF also provided Shenzhen with more and more opportunities of economics and employments.

9. Professional Attendees’ Expectation

 

10. Professional Attendees Plan to Attend CHTF 2008

 

In CHTF2007, Most of professional attendees exceeded expectation and attain expectation, only 5.4% of professional attendees expressed under expectation.

62.6% of professional attendees were willing to attend the next CHTF, but 37.4% of professional attendees were not planed to attend CHTF 2008.

11. The Factors Effect Professional Attendees to Attend the Next CHTF

“Numbers and Levels of Exhibitors” and “Quality Service” were both of important considerations that make Professional Attendees to be “come-back” Professional Attendees.

12. Professional Attendees’ Background Materials

12.1 Gender of Professional Attendees

　　 The proportion of Gender shows that most of the professional attendees were male. Because the exhibition contents of CHTF were mainly hi-tech, Electronics electrician, which attracted more male professional attendees.

12.2. Professional Attendees Age Distribution

　 

　   From the age distribution, most of professional attendees were middle-age people who are the main group and estate of our society.

12.3. Professional Attendees’ Occupation Distribution

Most of professional attendees are “CEO/majordomo”, “middle-level administrator”, “office clerk” and “technologist”, this was certified that the Characteristics of professional attendees are high level and high specialized in CHTF 2007.

12.4. Education Level of Professional Attendees Distribution

The proportion of “Bachelor” of professional attendees was 47.2%, and “Master degree and above” was 17.6%. Obviously, professional attendees were high level in CHTF 2007.

12.5. Industry Distribution Categories (%)

IT, correspondence	21.7	architect	1.3
Postal service	0.9	real estate	0.9
Biology engineering	2.1	Water / power	0.3
health care	3.3	Agriculture/forestry/farming/fishing	0.7
aviation	3.7	import and export	1.6
Petroleum / chemical engineering	0.9	exhibitions	0.2
Mining	0.2	accounting	0.3
Steel	0.5	travel agency	0.1
Coal	0.1	Finance industries	2.8
Electronics electrician	36.1	educations	3.9
Clothes	0.3	media and publish	1.1
Hardware & Instrument gauge	3.1	government organization, guild, chamber of commerce,sodality	1.6
Machine equipments	9.8	other	0.1
chemical engineering	2.4

“Electronics electrician”, “IT, correspondence” and “Machine equipments” were the three of most industries of professional attendees. It was accordance with the exhibitors in CHTF 2007. This topic of CHFT 2007 were very clear and tangible and professional attendees were specialized and high level.  

12.6. Geographical Breakdown

CHAPTER FOUR

FORUMS OF CHINA HI-TECH FAIR 2007

In CHTF 2007, we investigated “Ministerial Forum”, “Global CEO Forum”, “SME Board and SME Development Forum” and “Cross-border Investment and Financing Forum”.

Most of the attendees were very satisfied with the Forums of CHTF 2007, and especially, gave higher appraise to the Forums of CHTF 2007.

1.　　  Over Satisfaction Level of Forum’s Attendees

(Full Score=5)

The score of satisfaction level was 4.12, which was higher than last year. Compared with CHTF2006, the forums of CHTF 2007 obtained the better satisfaction level by attendees.

2. The Interests of Attendees toward Forums

　 

3.　　  Topic of Forums Accordance with the Hotspot of Current Industries

93.42% of attendees thought the topic of forums was accordance with the hotspot of current industries, which is certified that attendees were very satisfied with forums of CHTF 2007. 

4.　　  Satisfied with Forum’s Lectors.

Over half of forums lectors were welcomed by the attendees, and especially as follows: Wang kang mao, Di na, Tang yi, Chen ping, Wang shu yuan, Zhang yu jun, Ma hua teng, Xu bo, Shi zhengrong, etc.

5. The Appropriate Time Length of Forum

Most of attendees hoped the time length of forum was less than 3 hours.

6. Main Purpose of the Forum Attendees

Forum attendees were willing to learn new knowledge, exchange information and seek for collaborate partnership in forums of CHTF 2007.

7. If not Free of Charge, will attendees come to Forum?

The forums of CHTF 2007 was free of charge, but over 60% of attendees thought that they would attend forums if not free of charge, which was obviously certified that forums were more attracted in CHTF 2007.

8. The Channels of attendees knowing about the Forums of CHTF

CHTF’ Website is the most important channel of attendees knowing about the forums. Other channels include newspaper/magazine, invitation letter, email, friend’s recommendation and Tel/Fax, etc. 

9. The Channels of Attendees Applying to Forum’s Ticket

Both of the main channels of attendees applying to forum’s ticket were CHTF’S website and complimentary ticket. 

CHAPTER FIVE

INVESTIGATION OF SPECIAL SPACE BOOTHS

1. Introduction about Special Space Booth

Special Space Booths means all booths except the standard Booths (3*3 meter). In CHTF 2007, 61.5% of Special Space Booths were built by Shenzhen local exhibition companies. 37.1% of Special Space Booths were built by exhibition companies out of Shenzhen, and 1.4% was built by exhibitors themselves.

2. Basic Situation of Special Space Booth in CHTF 2007

2.1．The Expenditures of Special Space Booth

(Unit: RMB)

Due to different area, materials, decoration, the expenditure of special space booth was different. In CHTF 2007, most of the special space booth cost exhibitors 10,000-100,000 RMB.

2.2. Cooperative type between exhibitors and exhibition companies

Over half of exhibitors were willing to choose long-term cooperation with exhibition companies.

2.3 Cooperative type of Long-term and Short-term, Exhibition Company from Shenzhen and out of Shenzhen

More and more exhibitors were willing to choose long-term cooperation with exhibition companies from Shenzhen to built Special space booths. On the other hand, short-term cooperation was mainly between exhibitors and exhibition companies out of Shenzhen.

2.4. Projects and Expenditures of Special Space Booth Built by Exhibition Companies from Shenzhen or out of Shenzhen.

Obviously, Shenzhen local exhibition companies obtained more large type of projects and earned more money in CHTF 2007.

3.　　  Satisfaction Level of Exhibition Companies

(Full Score=5)

The satisfaction level of Shenzhen local exhibition companies was gradually descended. On the other hand, in order to get more projects of special space booths, those exhibition companies out of Shenzhen were more paying attention to improve quality service, working effects and innovation of design, so their satisfaction level was ascended.

CHAPTER SIX

FINDINGS AND CONCLUSIONS

1.　　  The Satisfaction of Exhibitors and Professional Attendees is Upgrading

1.1. Trend of Exhibitors’ Satisfaction

1.2. Trend of Professional Attendees’ Satisfaction

By Compared with CHTF 2005, 2006 and 2007, the trend of satisfaction level was rising up. The customer services of CHTF were also getting positive evaluation from the exhibitors and professional attendees.

2.　　  Loyalty of Exhibitors and Professional Attendees is upgrading, CHTF attracted more and more Customers.

2.1. Trend of Exhibitors Planning to Attend the Next CHTF

2.2. Trend of Professional Attendees Planning to Attend the Next CHTF

3.　　  The Specialization of CHTF is ascending, and what’s more, the proportion of foreign exhibitors is upgrading.

3.1. Industries Distribution of Exhibitors

3.2. The Proportion of Foreign Exhibitors

The exhibitors of CHTF were mainly coming from the industries of Electronics electrician, IT/correspondence and Machine equipments. The Specialization of CHTF was very high. More and more foreign exhibitors were willing to attend CHTF, for CHTF could benefit them very well. In CHTF 2007, Hall 8 (Oversea exhibition show) was warm welcomed by more professional attendees.

4. High Professional and High Education Level of Attendees in CHTF

4.1. Occupation Distribution of Professional Attendees

4.2. Education Level (Bachelor/Master/Doctor) of Professional Attendees

 

The proportion of CEO/majordomo, technologist and specialist was higher than last year and the education level of professional attendees was also ascending in CHTF 2007. This was certified that both of the characteristics of professional attendees were high professional and higher education level.