In 2021, although the industry suffered from multiple rounds of epidemic impact, the spring and autumn sugar and wine Association held a large-scale physical exhibition, giving the industry great confidence and encouragement. Recently, our reporter interviewed Yang Chenggang, deputy director and secretary general of the Organizing committee of the National Sugar and Wine Association - Chairman of COFCO Exhibition (Beijing) Co., LTD., and asked him to express his views on the development planning and industry trends of the enterprise this year.

2021 is an extraordinary year for the convention and exhibition industry, which has been greatly impacted by the COVID-19 epidemic for two years. According to Yang Chenggang, the 104th National Sugar and Wine Conference, originally planned to be held in March 2021, was postponed to early April due to the epidemic; On the eve of the 105th National Sugar and Wine Conference, due to a new wave of epidemic in China, the organizing committee and relevant government departments actively responded, seriously did a good job in epidemic prevention and control, and ensured that the 105th National Sugar and Wine Conference was held smoothly as scheduled.
Yang Chenggang said that the more in the poor market environment, the more testing the survival and development ability of enterprises. Due to fierce market competition and declining demand, enterprises must optimize their production and operation capabilities in order to survive in the harsh market environment. When the market environment improves, the enterprises that are trained by the harsh market environment will stand out in the fierce market competition by virtue of their own production and operation capabilities and gain the most market share.

For the overall market situation and development trend of the exhibition industry in 2022, Yang Chenggang believes that there are the following points worth attention:

First, the impact of the COVID-19 epidemic will continue, and the exhibition industry is still the first industry to be significantly affected. Industry enterprises should plan ahead, plan in advance, make emergency plans and on-site operation management, which is a very necessary measure.
Second, the concentration of the exhibition industry will be further improved, customers and resources will be further concentrated to the brand exhibition, small and medium-sized exhibitions will also adopt resource sharing, group exhibition and other ways to develop.

Third, the development performance of comprehensive exhibitions will be better than that of single segment exhibitions, because segment exhibitions are more likely to be crowded into the market by e-commerce, live selling and other ways.

Fourth, the increased difficulty of operation and higher requirements for specialization will promote the development of the exhibition industry to a more standardized, professional and digital direction, thus further boosting the transformation and upgrading of China's exhibition industry.

Yang Chenggang stressed that in the face of the increasing uncertainties in the new exhibition environment, exhibition personnel should continue to strengthen exchanges and learning, and further improve their professional capabilities and service levels. The epidemic has spawned a new way of life, a new working model and a new business order, and exhibition practitioners should attach great importance to the new characteristics and new changes in the exhibition market, actively respond to them, blaze new lines of innovation, and jointly promote the high-quality development of China's exhibition industry.