T he most impressive growth at the SNIEC was seen in extended contracts These are trade fairs for which addi tional space is booked shortly before they take place sometimes even only a week before they start It is remarkable how this phenomenon has continued to grow in the last two years in the Chinese trade fair mar ket at least in Shanghai says Michael Kruppe the SNIEC s general manager It shows that the market is far from saturated just yet In one case an organiser booked a significant amount of extra exhibition space two further halls with 25 000 square me tres in addition to the contractually agreed 100 000 square metres just three weeks before the start of the event So every now and then we come up against our limits says Kruppe However we were able to meet demand in this case and build cus tomer loyalty which will certainly stand us in good stead in the medium term In addition the SNIEC is offering new services such as an improved suspension sys tem In a market that is also increasingly fo cused on consumers these riggings are used for advertising and banners for example These services have increased by up to 30 percent enthuses Kruppe That s a clear indication of the direction in which the mar ket is going B2C elements are increasingly being included in traditional B2B trade fairs Many trade visitors want to be kept enter tained and get information from apps as well as elsewhere China is a market with a great affinity for high tech asserts Kruppe As far as digital availability is concerned the trade fair visitor here has really quite high expectations Organisers like to leave things like this to the venue Another reason for the growth at the SNIEC is the Performance Improvement Pro gram PIP introduced in 2014 We want ed to improve our services with lasting effect in order to better distinguish ourselves from the competition says Michael Kruppe revealing that the results of an intensive customer sur vey were a factor in taking them in this di rection Shortly afterwards the SNIEC decid ed to launch the PIP Our top customers were already praising us for the programme in its second year recalls Kruppe Above all it s about listening to customers and fulfilling their wishes with discipline and stamina instead of blocking these wishes prematurely by making reference to local legislation or the lack of technology or time There are one or two PIP meetings a year to which customers are invited In these meetings the feasibility of customers wishes is examined and plans of action are formed If the same point is made by a number of organisers for example it moves up the rankings explains Kruppe It is nev er possible to deal with all the points but they are all noted and may be picked up on again subsequently Many of the customer requirements revolve around issues such as security improved processes around con struction and dismantling or catering www sniec net PB 68 TradeFairs Internation al 2 2019 CHINA The value of just listening The Shanghai New International Expo Centre SNIEC which opened in 2001 had its best ever year in 2018 The efforts made to meet customers wishes are an important factor Aufhängungssystem In einem Markt der verstärkt auch auf Konsumenten fokussiert ist werden die Riggings für Werbung genutzt Suspension system In a market that also focuses increasingly on consumers riggings are used for advertising Ph ot o S N IE C

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