Home furnishing exhibitions will be opened in March 2023, but some enterprises hesitate to participate!
2023-02-10 Source: furniture industry
With the arrival of 2023, the epidemic has gradually faded, and the hit exhibition industry has ushered in a moment of recovery. Professional home-related exhibitions are coming in droves from all over the world. According to incomplete statistics, the well-known exhibitions scheduled for March are as follows:
Guangzhou Design Week Exhibition, Guangzhou Custom Home Furnishings Exhibition, China Construction Expo (Shanghai), Famous Furniture (Dongguan) Exhibition, Shenzhen Design Exhibition, and two exhibitions of China Home Furnishings Expo (Guangzhou), the leading domestic furniture exhibition industry – civil furniture exhibition, office commercial exhibition&equipment ingredients exhibition.
Home furnishing exhibitions will start in March, but some enterprises hesitate to participate!
Shenzhen Fashion Home Design Week chose to “avoid” the craze and set the stage in May.
In the past 2022, the above-mentioned seven exhibitions have been postponed due to the epidemic, with an average delay of 3 months. Among them, Guangzhou Design Week Exhibition and Shenzhen Design Exhibition have been postponed from December last year to March this year.
At that time, it was the low point of the home exhibition industry. Frequent delays disrupted the pace of the home exhibition industry. The first round of exhibition tide was postponed from the end of the first quarter to the end of the second quarter. The new home product release boom in the second half of the year was also delayed due to the uncertainty of the exhibition.
For the household industry that relies heavily on the distribution model, the existence of exhibition is to increase the output value of the industry, focus on improving the exposure, and provide trading channels for buyers and sellers.
Now, the first round of exhibition boom is about to arrive in March, and the preparation time of most exhibitions this year has been reduced from the previous 12 months to 9 months. The pressure is self-evident.
Past losses cannot be measured
The exhibition could not proceed smoothly as scheduled. In addition to the loss of venue rental and personnel travel expenses, the major loss to the whole event was the decrease of traffic, which led to a decline in the delivery amount.
As for the holding of last year’s Guangzhou Custom Home Furnishing Exhibition, Zeng Yong told reporters that 20% of enterprises failed to arrive at the site last year because of “bringing stars”. The full-size and custom pavilions that were originally scheduled to be separated from the exhibition were also unable to proceed smoothly because some enterprises in Beijing, Shanghai and Shenzhen did not arrive.
According to the data analysis report released by Guangzhou Custom Home Exhibition in July last year (one month after the exhibition), the exhibition area of 2022 reached 140000 square meters, an increase of 35% compared with the previous one. A total of 1023 domestic industrial chain enterprises were present, with 40600 cooperation reached, and the cooperation amount reached 1.1 billion yuan. The number of professional visitors reached 223500 in 2022, down 16.23% from 266800 in 2021.
As for the decline of the cooperation amount, the official data of the 2021 exhibition was not given, and the other major exhibitions did not publish the exhibition data.
Last year, Shenzhen Fashion Home Design Week experienced two delays. The exhibition time was extended from March to May and finally to July.
“Compared with 2021, the effect was somewhat lower than expected, which also led to a decrease in the enthusiasm of exhibitors to participate in the exhibition to a certain extent,” said Huang Mei, chief editor of Shenzhen Fashion Home Design Week.
For exhibitors, in addition to achieving delivery, there are also two very important objectives – brand promotion and new product promotion. According to the above report, 12400 new products of 2022 were unveiled at the 2022 Guangzhou Custom Home Exhibition, and 32 industry summit forums were held at the same time.
Huang Mei said that if enterprises can’t do new product release, promotion and subsequent investment promotion through such a big time node as the exhibition, the work of the whole line can only be transferred to their own channels, which needs a longer period to digest.
At the same time, Huang Mei also added that the epidemic superimposed on the cold impact of the upstream real estate industry, dealers may need a longer period to carefully select brands. Last year’s relatively lower than expected situation will actually make many dealers think about whether they need to change their business direction in the future.
Some enterprises hesitate to participate
With regard to the exhibition plan in 2023, enterprises have different attitudes.
Green rice, a smart home enterprise, said that it had participated in the exhibition CES 2023 (International Consumer Electronics Exhibition) at the beginning of the year, and there was no other exhibition plan for the next time of this year.
The relevant personnel of Green Rice said that the cooperation of the exhibition will really be implemented in a year later. This year, due to the budget and production ratio, they will consider more things that can bring benefits in a short time.
The software home furnishing company Lin’s Home has decided to participate in the Guangzhou Custom Home Furnishings Exhibition and the Sleep Exhibition in the Famous Furniture (Dongguan) Exhibition. As for the Shenzhen Fashion Home Design Week, which has been scheduled for May, Lin’s Home said that it participated in the exhibition last year, and whether it will participate in this year has not yet been received.
Sofia, one of the heads of the fixed enterprises, also hesitated about the exhibition, and has not yet decided on the exhibition plan. Sofia said to the interface information that the two newly launched businesses, Simi Cabinet and Milano, might participate in the exhibition. At the end of last year, Simi Cabinet has completed all equity transfer and become a wholly-owned subsidiary brand of Sofia.
“Most enterprises will come here this year, but there are still some enterprises that are affected by the epidemic, do not operate well, or lack confidence in the recovery after the epidemic this year,” Zeng Yong said.
Another very important reason is that with the diversification of publicity, investment promotion and customer acquisition channels, exhibitions are no longer a necessary option for enterprises. Especially for enterprises with enough popularity, they have the ability to promote in their own channels, such as the increasingly mature online channels.
At the same time, enterprises will be more cautious when the exhibition becomes a choice with more investment but risky output.
An employee of a household enterprise told the interface reporter that at present, the main thing is to see the matching degree between the exhibition and the business development of the enterprise. Now there are more and more channels for attracting investment. It is not necessary to achieve the goal by participating in the exhibition.
Regarding the attitude of different enterprises to participate in the exhibition, Huang Mei said that this shows that some (hesitant) enterprises actually have some awareness and consideration of the value that the whole exhibition industry can give to the brand.
“Maybe in the past, among the needs of enterprises, they participated in the exhibition to attract investment, and the demand for attracting investment will account for 99%. In recent years, among many enterprises we surveyed, the demand for brand promotion may account for 95%, and the demand for attracting investment may account for 90%.” Huang Mei said.
Challenges and expectations after restarting the exhibition
The reporter learned from many exhibition personnel that the number of exhibitors this year will be slightly lower than last year. However, despite this, the popularity of the home furnishing exhibition has not decreased, and the organizers have also tried to reduce the impact of this aspect by extending the front line.
The exhibition duration of this year’s Guangzhou Custom Home Furnishing Exhibition increased from 3 days to 4 days, and the China Home Furnishing Expo (Guangzhou) also launched Zone D to expand the venue. China National Expo (Guangzhou) said that the venue scale of the 2023 session was larger than before the epidemic.
Careful observation of the theme of each exhibition is also linked to the current situation. Taking the China National Expo (Guangzhou) as an example, the themes of its four sectors, namely software big home, manufacturing, soft decoration aesthetics and outdoor products, are respectively upward, new, spring and blooming. The theme of Guangzhou Design Week is about love.
According to Guangzhou Custom Home Exhibition, last year, the custom industry entered the development stage of double lines of customization and whole home customization. This year’s exhibition will focus on the five directions of custom home, custom accessories, whole home accessories, package ecology and design innovation. As for whether we can realize the vision of last year and display the packaged museum and the customized museum separately, Zeng Yong said that we might still put them together this year.
The upsurge of the exhibition in March carries the expectations of most people in the household industry. Everyone hopes that 2023 will usher in a good start and sweep away the haze of the past.
“We hope that through the power of the exhibition industry, we can quickly reverse, make the buffering cycle shorter, and then let the whole industry enter the rising cycle faster,” Huang Mei said.
However, Shenzhen Fashion Home Design Week chose to avoid the “crowded” exhibition schedule in March. Huang Mei said that it was more important to consider leaving enough time for enterprises to release new products: “In the past, whether an exhibitor would participate in the (next) exhibition after the completion of the exhibition in March actually determines whether it has new products to come out from the second half of the year to next year. If there are no new products, the input-output ratio of the exhibition is very low.”
If the products of last year are exhibited again this year, or only upgraded in a small scale, it will not be very attractive for dealers
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