On August 28, the Guangdong Council for the Promotion of International Trade (CCPIT Guangdong) released a white paper on the development of Guangdong's exhibition industry in 2023.
The white paper reveals that Guangdong's exhibition industry has experienced rapid growth in 2023, with both the number of exhibitions and exhibition space ranking first nationally. A total of 781 exhibitions were held across the province throughout the year, marking a year-on-year increase of 266.67%, while exhibition space totaled 27.639 million square meters, up 224.95% from the previous year.
Canton Fair (Photo: Nanfang Daily)
Regionally, Guangdong's exhibition industry has evolved into a dual-core development pattern centered on Guangzhou and Shenzhen. In 2023, Shenzhen became the third city, after Shanghai and Guangzhou, to exceed 10 million square meters in exhibition space, with Guangzhou and Shenzhen combined accounting for 75% of the province's total exhibition space.
Furthermore, new consumer exhibitions have demonstrated robust performance. Catering to the diverse and individualized needs of younger consumer groups, exhibitions in emerging fields such as pets, anime, mobile games, pop toys, and smart products have gained popularity.
The white paper analyzes that consumers with purchasing power are increasingly favoring hardcore technology products, while younger generations are more willing to spend on emotional value and experience value, displaying a more rational and cost-effective consumption mindset.
International Cultural Industries Fair (Photo: Nanfang Daily)
Notably, the exhibition industry also witnessed a spurt of participating in and organizing exhibitions overseas last year. According to incomplete statistics, more than 30,000 Guangdong enterprises participated in over 200 overseas exhibitions in 2023, with a focus on regions along the Belt and Road and RCEP member countries.
As the exhibition industry matures, digitization is accelerating as well. Multi-dimensional live streaming by organizers, exhibitors, and self-media outlets has fueled the rise of the "live streaming + exhibition" model. Additionally, artificial intelligence (AI) is gradually adopted by the exhibition industry, with around 50% of exhibition enterprises adopting AI in areas such as marketing, customer relations, and event planning.
(Photo: CCPIT Guangdong)
Cui Shuang, Vice President of CCPIT Guangdong, shared that the council will expedite the construction of international exhibition platforms to facilitate the expansion of enterprises from the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) into overseas markets.
On the same day as the white paper's release, CCPIT Guangdong also hosted a symposium on the exhibition industry in the GBA, inviting representatives from government departments, exhibition experts, exhibition industry associations, and exhibition organizers from the 11 cities within the GBA to discuss strategies for promoting the integrated development of the exhibition industry in the region and supporting the construction of the GBA.
Nelson Liao, Vice President of the Board of Directors of the Macao Convention & Exhibition Association, expressed that Macao enterprises are particularly interested in exhibitions in Guangdong, especially the Canton Fair, China Hi-Tech Fair, and International Cultural Industries Fair.
He believes that building up the exhibition industry in the GBA can leverage the synergies among cities. "One approach is to hold a single exhibition in multiple locations, with the main venue potentially in central cities like Guangzhou and Shenzhen, while Hong Kong and Macao serve as satellite venues, enabling exhibitors to present a differentiated showcase. The other is to host multiple exhibitions in a particular period from one city to another."
Reporter | Abby
Editor | Olivia, James
Wang Junxiang also contributed to the article
