"After the 2009 China (Jinan) International Truck & Parts Exhibition" (hereinafter referred to as "Jinan Truck Show"), a topic began to circulate: Can the Jinan Truck Show be able to continue? In fact, the industry has all truck exhibitions in China. The question of value, influence and vitality has never ceased. So what causes the industry to have such pessimistic sentiments?
Exhibitors, chartered public?
At present, Truck Shows that have a certain influence in China are roughly divided into "Truck China", "China (Taiyuan) International Truck Exhibition and China Highway Logistics Conference", and "Shanghai International Truck Special Vehicle". "C&C Parts Exhibition", "China Tianjin International Truck Exhibition" and "China (Jinan) International Truck & Parts Exhibition" and other five truck exhibitions. If viewed from the sponsor's promotional caliber, these exhibitions are undoubtedly a very strong objective. For example, the Beijing Truck Show is the origin of the development and implementation of the national truck industry policy; the Shanghai Truck Show is backed by the most prosperous economy in Asia. The Yangtze River Delta is also China's most open city, Shanghai; Taiyuan Truck Show is based on Taiyuan, the northern domestic logistics, especially the raw materials transportation center; Jinan Truck Show is relying on the largest truck industry cluster in Shandong.
We should see almost every truck show hanging with the name of “internationalâ€, but in terms of international influence, the five exhibitions together may not necessarily catch up with the Hannover Commercial Vehicle Truck Show in Germany. First of all, from the sponsor side, the model of “local government + exhibitors†is often the case. The exhibitors of the exhibition are often the first to be hosted by company A, and the second section is replaced by company B, which lacks continuity and long-term plans. Taking the Jinan Truck Show as an example, the organizer of the first exhibition in 2008 was Shanghai Huizhan Commerce and Trade Co., Ltd. The organizer of the second exhibition in 2009 was replaced by Shanghai Wanyao Qilong Exhibition Co., Ltd., according to the third edition of the year. The organizer will be another one. Exhibitors are constantly changing a full set of “fishing†faces, making it difficult for exhibiting truck companies to have enough trust in the exhibition and are unwilling to invest funds and products to support the scale and influence of the show.
Secondly, the current domestic exhibitors lack a background in the automotive industry, and there is little communication with auto companies in general. Little is known about the corporate culture, development willingness, technical characteristics and other background information of exhibitors, and it is difficult to provide personal services for exhibiting truck companies. . More importantly, the exhibitors' promotion activities often play the role of chartered public. As long as the money is available, I rent it to you. As for how the exhibitors plan on the venue, what models to put on, and who will explain the products. The interpretation is completely ignored. There was even an out-of-pocket behavior. The Scania and Beiben heavy trucks planned to exhibit at this year's Jinan Truck Show were rather funny and only exhibited advertising images without sending a prototype vehicle. When the author connected the company's telephone with the advertisement on the truck, the other party did not Rumors say: 1. The rent is too high; 2. The layout of the booth is not ideal; 3. The role of the company in promoting the image and sales is small. So decided to abandon the exhibition.
Finally, the exhibitors' promotion activities at the truck exhibitions are more formalistic, so that there are very few visitors. Due to the lack of long-term planning and thematic publicity of exhibitors, the development and convocation of the participating audience is more formal. Take the exhibitions that the author participated in as an example. Whether it is Shanghai, Taiyuan, or Jinan, local or nearby logistics leading companies, small truck transport owners, users of construction equipment, and government public spending purchasers rarely attend. This made the truck exhibition a "real exhibition," but it was actually the scavengers who came out cheaply with the mass distribution of promotional materials. Undoubtedly, how exhibitors plan, package and promote the theme of truck exhibitions from a long-term perspective, and get rid of the role of “fishing out†and “chartering public rental†has become an important factor restricting the development of truck exhibitions in China.
Stage, picking yard?
If there is a shortage of "hardware" in domestic truck exhibitions, the flaw in "software" cannot be underestimated. Take the 2009 Jinan Truck Show as an example. The four truck manufacturers that came to the exhibition are superbly dressed on the surface. Sinotruck not only displayed the best-selling HOWO trucks, but also brought its latest innovations. The results of the HOWO-A7 heavy-duty truck, but also to its newly developed HOWO 6x6 all-wheel drive independent heavy-duty mining truck; FAW Liberation also showed no weakness in the just received the automotive industry progress award J6 heavy truck It also brought pure electric-powered municipal engineering vehicles; Dongfeng Commercial Vehicles and Dongfeng Liuzhou Automobile brought their guarded stocks “ Dongfeng Tianlong †and “Baolong 507†heavy-duty trucks in high and low gear to participate in the exhibition, and of course they just had to The Dongfeng Tianjin medium-sized trucks that were captured by Jinan's municipal engineering market were small; the Futian enterprises put on the posture of an all-around Superman: from the Futian Auman 9 heavy-duty truck to the Foton Lovol medium-sized truck, as well as Oiling and Europe. Marco light truck. However, I regret to see that most of the exhibitors coming to the exhibition come from the marketing departments or brand publicity departments of various companies, and even regional distributors. There are very few high-level technicians and vehicle designers. For the customers concerned about the lack of professional vehicle performance in place to explain, for the customer before the vehicle during the use of the problem is "chicken with duck".
If the defects in the staffing and arrangement of exhibitors are still understandable, the enthusiasm and dullness of the exhibitors in terms of affinity and interactivity will truly show the gap between Chinese and foreign companies. The friends who participated in the Taiyuan Truck Show must remember that a small vertical stair-lift was placed beside the TGA heavy-duty truck exhibited by the German MAN, allowing the visiting customers to easily enter the cab to experience the operating environment. At the Hannover Commercial Vehicles and Trucks Show in Germany, exhibitors are even more eager to please the audience. In addition to the in-place product technical performance presentations, various drinks, snacks, truck models and mascot gifts are also displayed in the exhibition area. . A friend of the European logistics industry once exaggerated that their entire family is a fan of a truck brand, including his two under-aged children. Except for products and promotional materials, the exhibitors’ exhibition area in China has not even prepared a glass of water for the audience. On the contrary, several media attending the exhibition prepared small gifts for the audience: China Truck Network has prepared the viewers' 60-year product development spectrum for domestic trucks; the truck home website has prepared beautiful baseball caps for the audience....... How much so-called large corporations are ashamed of their intentions.
If the exhibition is a colorful stage for many truck companies to show their advanced technology, humanistic care and corporate culture, each exhibition forum is the most shining position in the center of the stage, but unfortunately The giants of domestic truck companies are indifferent to this. At the forum of any truck exhibition so far, we have unfortunately not seen Ma Chunji, Cai Dong, Xu Jianyi, Tan Xuguang, Fang Hongwei, Wang Jinyu, Li Dakai, Huang Gang, Liu Hanru. And other people's figure. Without high-level vision and without the hope of a state-of-the-art world, the so-called forum has become a vacant and boring “eight-letter essay†for some people, eager for quick success and instant market analysis, etc., stating that the listeners are lethargic. What is even more embarrassing is that in addition to the news media, many domestic truck exhibition forums are mostly college students recruited by the local government..........
Conclusion
There is no doubt that China alone has become the world's largest truck and commercial vehicle producer in terms of output, but we have to admit that we have no say in the world truck industry. The deficiencies of Chinese truck companies in the quality of commercial civilization, the utilitarian and short-sightedness of China's truck-related industries, make all our domestic truck exhibitions more like a temple fair, how to organize a truck exhibition with unique value and extensive influence. The meeting will be a question that our entire industry community needs to seriously consider and explore!
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