FOLLOWING the launch of seven industry events focusing on the auto, energy and publishing sectors last year, Reed Exhibitions Greater China is maintaining its growth momentum with the debut of FIBO China fitness event in Shanghai this month, the China Wuhan Daily-Use Articles Trade Fair in November and the China Bakery Show in Shanghai next May.
Nat Wong, president of Reed China, told TTGmice e-Weekly in an interview that the China Bakery Show was created through a joint venture with the China Association of Bakery & Confectionery Industry.
“Reed China brings in (event) knowledge and experience, while the local partner (contributes) local (industry) know-how and entrepreneurship. We expect this segment (bakery and confectionery) will grow very fast,” Wong commented.
Reed China is also leveraging the recent boom in the country’s gift industry by expanding its stable of related events to 10 in a single calendar year. These gift shows will be held in major cities like Beijing, Shenzhen, Shanghai, Chengdu and Wuhan.
“This segment accounts for a quarter of Reed China’s business and targets the domestic market,” said Mike Jiang, general manager of Reed Huabo Exhibitions (Shenzhen) Co. “Reed China holds about 90 per cent of the marketshare in China’s gift and homeware event sector.”
While acknowledging that the company’s growth in China is “fast”, chairman and CEO of Reed Exhibitions, Mike Rusbridge, said “it still represents a small fraction, given the group’s growing portfolio of over 500 events”.
“We now manage more than 50 events a year in China (and want to) continue to explore and develop new sectors. Our strategy is three-fold – we look for acquisitions, standalone launches and new show concepts,” revealed Rusbridge.
Noting that “customers are changing generationally” and “Generation Y and Millennials are (familiar with) going online or using mobile”, Rusbridge said: “That is changing the way we organise the services we provide. (Knowing) how to market on social media is vital.”
The company has invested US$30 million in a web hosting platform that will support all its events within the next few years.
“The new platform will kick-start in 2015 and be rolled out in phases and by country through 2017. This will enable the China office to plug into data systems, marketing tools, etc and access (Reed’s services) in any part of the world,” he said.
