The problems I met when going global, I don't want you to met them again There is no choice to go global, but about the method, resources, market ...... actually we have a choice Abstract：The brave ones enjoy the world first. Come to the MEEM Going Global Conference on January 11th! Amidst the uncertainty of the journey ahead, 2024 is coming to an end. Yet, compared to previous years, 2024 has seemed particularly long for me. As a veteran of almost 20 years in the MICE industry, I have never been more anxious than I am this year.I thought over and over again, where the problem lay. In the end, I came to the conclusion that it was time to step out of my comfort zone! This is not about being competitive; on the contrary, it's because I don't want to compete. There is no other choice but step out break out of the domestic "Circle of Death" We often refer to exhibitions as the barometers of the industry. We believe that with so many companies and industry experts gathered at the exhibition site, the event itself acts as a "think tank." In the process of communication, we can discern the development trends of the industry. For the past 20 years, we didn't see any issues with this approach because the trends brought about by exhibitions were almost always positive, and making money through exhibitions was relatively comfortable and easy. With each exhibition we attended, the signals we received indicated that the scale of the exhibitions was growing larger, the number of exhibitors was increasing, and the industry was developing better. We have been accustomed to this for the past 20 years. However, from last year on, there have already been some warnings about exhibitions. Both exhibitors and visitors began to reduce simultaneously, indicating that our market is starting to become saturated. Apart from the leading industry exhibitions and those robust industries , many exhibition projects have already begun to stagnate or even regress. At the recently concluded China MICE Industry Annual Conference, Chairman Chen Xianjin offered three suggestions to stimulate internal creativity: "Transforming Concepts and Mental Set Patterns," "Changing Tracks and Paths," and "Rapid Response and Flexible Adjustment." I believe these are very classic points. Summarizing so well, I quote Chairman Chen Xianjin's words to encourage us all: "Transforming Concepts and Mental Set Patterns" Truly make satisfying the ever-changing needs of customers the first mission and eternal goal of exhibition professionals. Exhibition are scenes and platforms, where there is content, form, process, and rules. But most importantly, there are people, our clients, exhibitors, audiences, media personnel, and so on. Our core task is to establish a customer-centric mindset, adapting to and creating customer needs with this approach. "Changing Tracks and Paths" Change the "game plan" and go all out to discover new growth points for business and pursue new drivers for business development. Organizers seek growth through mutual learning and reference; venues and suppliers can boldly enter new business areas to seek growth; embracing cross-industry collaboration and reforming the supply chain should become a trend. Although we are reluctant to admit it, there is a surplus supply in domestic industries, and many small and medium-sized enterprises in various industries are struggling. To survive, they need to open up new markets, and not only open them up but do so quickly and take immediate action. "Rapid Response and Flexible Adjustment" Quickly respond to market changes and boldly adjust the direction of development according to these changes, without easily giving up fleeting opportunities for growth. At the same time, always maintain curiosity and learning ability, continuously absorbing new knowledge.   The exhibition industry in 2023 and 2024 has reached a critical juncture. The best way at present is to go global, and there is arguably no other option. The domestic market is the foundation, but clinging to it is like boiling a frog. Escaping the domestic "circle of death," going global is no longer an option but a necessity. The stones from other hills may not only be used to polish jade, but are also precious gem themselves. At the beginning of 2023, going global was my top priority. Although I have studied abroad myself, our company has many clients with foreign capital, and we also help many clients with overseas marketing, but to be honest, starting from scratch to understand the overseas market is somewhat daunting. Where should I start with going global? Should I set up a company overseas? What are the requirements and risks of establishing a company abroad? What are the channels for local marketing in foreign countries? How should I find local resources? How to deal with legal and labor issues? ...I have many concerns. To figure out how to go global, I made several trips to the UAE, seeking out my old friend who has been rooted in the Middle East for many years, with a deep understanding of the region and extensive local resources. I also went to Russia a few times and participated in several exhibitions organized by ITE Group to understand the business environment and the real status quo in Russia; I traveled to Singapore and Malaysia to interact with local head MICE companies and connect with various resources. I also visited many other cities. The more I went out, the more worries began to dissolve, and my confidence in going global grew stronger. In fact, overseas markets are quite open to Chinese enterprises, whether they are brand companies or exhibition platforms. As the international perception of "Made in China," "China Speed," and the honest and hardworking image of the Chinese people becomes more established, foreign markets are quite friendly to Chinese companies. Especially in emerging destinations for going global such as the Middle East, Russia, and Southeast Asia, both governments and companies have a very open attitude towards Chinese enterprises because they all know that our purpose for coming is to do business: it seems that the rabbit is not much interested in anything other than making money. Moreover, many countries have well-established support services to facilitate business operations, . From the initial company registration to a range of subsequent issues, there are not only private service companies but also government agencies ready to assist. As long as you conduct your business honestly and obey the rules, essentially all problems can be resolved with their help. The Chinese enterprises that have already established themselves locally have also provided me with a wealth of experience, from smallest things such as legal and cultural considerations to broader strategic planning and consumer trends in the area. Especially their own development histories have offered me a multitude of case studies for reference. Their suggestions is highly targeted, and it could be said that they are my "think tank" for going global. I would like to especially express my gratitude to the friends who have provided all kinds of help in my journey of going global over the past two years. This includes President Qu Weixi and Secretary-General Jiang Huai from CCEES, Brother LONG from the Middle East, Brother Feng from Exhibition BEN, General Manager Mi from ITE Group, General Manager Fu from Lama Events, General Manager Xu from Orient Lu Ming International Exhibition , and so on. At the same time, I have also received a lot of help from companies and institutions, such as SACEOS, TCEB, the Chushang of Hubei Province,, The General Association of Shaanxi Entrepreneurs, the Beijing Chamber of International Commerce, Informa Exhibitions, RX Exhibitions, Messe Frankfurt, Messe Munich, Messe Düsseldorf, Deutsche Messe, Nuremberg Messe, and BESAFE. I also appreciate the professional advice and guidance from partners like Adhu from India, which has helped me connect with many high-value resources. For me, the ability to take the step to go global is 80% due to the support and assistance they have provided. Without courage, where does luck come from? In fact, my original intention to go global in 2023 was to expand the exhibition business overseas, to assist domestic exhibitions with overseas marketing and to connect resources in overseas destinations, enabling domestic organizers to smoothly host exhibitions abroad. Every time I go abroad to connect with resources, when I post a few moments on my social media and share some videos, friends would leave comments or send private messages asking me a series of questions about going global, including the local business environment and policies. Moreover, I've noticed that friends from non-exhibition industries ask more questions, with greater detail and urgency. To be honest, my responses to these inquiries are generally very subjective and can only offer personal opinions from my own perspective. I am not an expert in interpreting many policies or trends related to going global, and I rely on friends' help to connect with many resources. After doing this several times, I thought it would be better to organize an event, invite professionals to discuss, and let entrepreneurs with the intention to go global ask in person. The problems I wondered at the beginning, the worries I experienced, many friends who are  going global for the first time also need to face, so it's better to talk about it once and for all. That's why I came up with the idea of “MEEM Going Global Conference”. For this purpose, I have invited a number of capable organizations, institutions, and enterprises from China, and everyone has been very supportive of this idea. China Convention/Exhibition/Event Society(CCEES) is the host of this conference. As the only national organization currently approved by the State Council of China with the titles "China" and "Exhibition", its authority and leadership within the industry are evident. This year, CCEES places special emphasis on exhibitions going global. Coincidentally, I am the director of the New Media Marketing Committee of CCEES, so it was quickly decided. Among the supporting organizations, Chushang Federation of Hubei Province has over 200,000 member units, with 13 provincial direct-undertaking chambers of commerce and 20 industry-specific committees (sub-branches), and has established close contacts with 31 provincial Hubei chambers of commerce nationwide and over 50 Hubei chambers of commerce overseas. Since our Wuhan company has formed a bond with the Chushang Federation, our mutual understanding has increased. This time, for  helping enterprises to go global, the Chushang Federation is also very supportive. As a native of Shaanxi, no matter where I make a living, even when going global, I cannot avoid the sentiment for my hometown. The General Association of Shaanxi Entrepreneurs's organizational system and service network have covered 37 countries and regions across the five continents, with more than 200 Shaanxi business institutions (Shaanxi Chambers of Commerce) established worldwide, boasting over 50,000 members and a total asset value of more than 4 trillion yuan. Its global influence and power are also very significant. One of our supporting entities is ITE Group, which has been deeply engaged in Russia for over 30 years and possesses abundant resources. In 2024, ITE Group hosted 26 industry exhibitions in Russia, covering more than 10,000 exhibitors and over 500,000 professional buyers, encompassing various aspects of daily consumption, healthcare, industry, and logistics in Russia, and capable of connecting with a vast array of local Russian resources. Additionally, we have Trade Development Bureau of the Ministry of Commerce as a supporter. They can be considered the ultimate authority on the matter of going global and have provided significant support for our conference. Given the attention and support we have received from everyone, I am indeed a bit concerned about the limitations of my personal capacity. Therefore, I have also invited several well-known enterprises from various niche fields to co-organize the event: Exhibition BEN is a well-known industry media outlet and think tank in the exhibition sector. The diector Feng is a prominent "internet celebrity" within the industry. He has a profound insight and understanding of the sector, and his arrangements for events and topics always hit the nail on the head. BESAFE specializes in cross-border exhibition logistics, providing logistics services to over 80 countries worldwide. It not only possesses a wealth of local resources but also wields significant influence at exhibition destinations, even having on-site service points in many overseas exhibition venues, which can help domestic organizers and enterprises solve numerous issues. Lama Events, with its core area based in Latin America, provides one-stop services for Chinese enterprises in the region. This includes organizing participation in exhibitions in Latin America, assisting Chinese companies in local market promotion, facilitating cooperation between the two governments, and providing services such as business delegations and the organization of large-scale events. Particularly in popular destinations for going global like Brazil and Mexico, Lama Events has an excellent reputation. There are also overseas and domestic provincial/municipal exhibition industry associations, chambers of commerce, trade promotion agencies, and federations of industry and commerce, all of which are in close communication. We believe that soon there will be even more colleagues joining us. With these forces, I believe that the MEEM Going Global Conference is highly reliable in both its ability to insight trends and solve practical problems. Whether you want to understand global trends in going global or solve specific issues related to it, you can find what you need at the conference. As this is my first time organizing such a conference, I am a bit apprehensive, but overall, I feel confident. My thought is to make the MEEM Going Global Conference a forum for questions, case studies, and resources. Question Forum: We will invite guests who can address the potential issues encountered during the process of going global, as identified by our research, and we welcome friends with questions to come to the scene to find answers. Case Study Forum: We will invite several industry leaders who have been pioneers in going global to share their experiences, allowing those who follow to learn from their experience. Resource Forum: The most lacking in the early stages of going global is resources, and we will invite local resource providers and service providers from overseas. If you have any needs, you can find them on-site for connection, and you can compare multiple options to find the right resources. Therefore, we have divided the conference into sections on trends, strategies, empowerment, connection, and risk, hoping to prepare for going global from scratch. Though we call it a conference, the scale is actually quite modest; we anticipate around 200 participants. The advantage of having a smaller group is that we can cater to each individual's needs. Our goal is to genuinely solve everyone's problems, aiming to reduce the trial-and-error costs associated with going global and to enable everyone to confidently take their first step into international markets. In this process, we gain some income and a sense of achievement. I hope that friends from both the domestic and international exhibition industry will regard this conference as a new entity. It is a conference for the new media era that emphasizes content, dissemination, and the sense of experience. It is our own pragmatic conference. I also hope that more enterprises outside the exhibition industry will participate, as your needs represent the ultimate end-user demands, and your requirements are more diverse. You are the source of vitality for the industry, and exhibition organizers should hear more of your authentic voices. The exhibition circle itself is quite small; only with the involvement of enterprises that represent the source of vitality can this conference truly connect with the ground and maintain its vibrancy in every aspect. Judging from our current content and event organization, I believe these three types of participants would be most suitable to attend. First is enterprises, whether planning to go global or having already successfully done so, looking to deepen their understanding of overseas markets, acquire new marketing and management models, and tap into more local resources. This conference is very appropriate for them. Of course, if business organizations, trade promotion agencies, or chambers of commerce attend with the mindset of helping their member units solve problems, that would be even better. Second is exhibition organizers, such as domestic organizers who have self-organized exhibition projects overseas or plan to hold exhibitions abroad, as well as exhibition agencies. This conference will not only address where and how to hold exhibitions but also facilitate connections with local resources. Additionally, the exhibitors among the attending enterprises are "customers," and it is essential to listen to their concerns before going out. Third is resource providers, such as those who can offer services like digitalization, marketing, business travel, consulting, legal, logistics, insurance, certification, etc., to enterprises or organizations going global. Or if you are a local chamber of commerce or trade promotion agency that can provide cooperation support, attending with the mindset of finding clients would also be very suitable. As for the pricing, our conference is a paid event. In my view, the topic of going global will be of significant importance to domestic enterprises for at least the next 5-10 years. We hope that the MEEM Going Global Conference can become a conference with long-term vitality, and for it to be sustainable, continuous investment is necessary. Organizing an offline conference is quite expensive, and Beijing is particularly costly. Key guest invitations, venue, setup and decoration, lunch and dinner, coffee breaks, matchmaking sessions, materials, marketing and communication, and so on—it all adds up. After careful calculation, the participation fee is set at 4000 yuan per person, and we are unable to cover transportation and accommodation; those expenses are to be borne by the participants themselves. If we have a full house of 200 attendees, we should be able to make a slight profit. I hope that attendees will receive high-value returns in at least one or two aspects, such as information gathering, resource matching, or potential customer acquisition. This way, we can feel confident about the participation fee, and you will feel it is worth it. I also hope to be informed in advance about your concerns. We will honestly tell you whether this conference is suitable for you. Please feel free to ask more questions and share your needs with our team. The earlier you confirm, the better we can prepare, so those who register and pay by December 20, 2024 (inclusive), can enjoy a favorable price of 3600 yuan per person. Additionally, we will provide you with a short video production and dissemination service, which is our strength. If you wish to support us in making the conference even better and hope to be deeply involved, we especially welcome that. For instance, sponsorships are very welcome, with no minimum amount required, and we will include your generosity in our promotional materials both online and offline throughout the entire dissemination process of the conference. If you wish to be more deeply involved, such as agency or co-organizing, we are open to discussions and welcome them. However, our organization is still growing, and first and foremost, we hope that our values align and that the original intent of the conference is not compromised. So if you are also considering going global and are concerned about these issues: …… Should my company go global with the current size/business model (self-assessment of the model)? Where should be my destination (market research)? Where should I start with going global (pathways and methods)? How can I gain local support (finding resources)? ... On January 11, 2025, you are invited to the MEEM Going Global Conference. Whether you are already in the planning or still hesitating, you are welcome to attend. Brainstorming together is much more powerful than pondering alone. The brave ones enjoy the world first. On the journey to going global, you are not alone. We look forward to seeing you at the conference! Registration for the conference is open through the "MEEM Going Global" WeChat public account. We will release a preliminary agenda within the next three days. If you wish to receive an official invitation letter, official materials, or to inquire about cooperation, please add our organizer Sunny on WeChat.