New Media Marketing Committee : Upgrading and Integrating Communication Capabilities is Imperative

2024-11-13 21:53:00

On November 12, the 2024 China MICE Industry Annual Conference and the Nanjing Ecological Development Conference of MICE industry grandly opened. Concurrently, the New Media Marketing Committee of the CCEES successfully held a thematic forum titled "Upgrading and Integrating Communication Capabilities is Imperative, How to Do It?" and the relevant launch event. This event aimed to explore communication strategies and innovative paths in the new media era, attracting active participation from numerous experts in the MICE industry, corporate and media representatives.

Group photo of some founding members of the New Media Marketing Special Committee of China Convention and Exhibition Economic Research Association

Qu Weixi, Vice President of Chinese Academy of International Trade and Economic Cooperation and President of the CCEES, fully affirmed the work of the New Media Marketing Committee and expressed hope that the committee will continue to actively organize various practical activities, attract more enterprises to join, build a more representative platform for industry exchange and cooperation, and tell the story of China's exhibitions by new media.

Vice President of the Academy of International Trade and Economic Cooperation, Ministry of Commerce

President of China Convention and Exhibition Economy Research Association, Qu Weixi

Jiang Huai, Vice President and Secretary-General of the CCEES, stated that the upgrade from the working committee to the New Media Marketing Committee is not only an upgrade in qualifications but more importantly, an upgrade in responsibility and objectives. Under the premise of being legal and compliant, each committee is given more space to perform, and it is hoped that the committee will continue to provide a more professional platform for the industry to understand and utilize new media marketing, make more attempts and explorations, and provide references for the innovative development of various professional fields in the MICE industry.

Vice President and Secretary-General of the China Convention and Exhibition Economic Research Association, Jiang Huai

Pan Tao, Chairman of Coolgua Technology and MEEM, was elected as the Director of the New Media Marketing Committee of the CCEES. Li Jincheng, Chairman of Cosmic Peach Exhibition Group, was elected as the Deputy Director, and Li Bowen, founder and CEO of Xuexing Culture, was elected as the Deputy Director and Secretary-General.

The founding members also include elite enterprises in the exhibition industry such as: ITE Group, Liso Expo Group, Oriental LuMing Exhibition, Zhihai Wangchao Communication Group, Thinkpark Group, BEN Exhibition, EastFair Corporation, BESAFE Smart Logistics, Lama Event, JFOTO, qufair.com, Kujiale 3D Cloud Design Platform, Xi’an Chongzi Conference&Exhibition Services, SINOPLAN Co., Ltd., FutureLink, Haitian Business Travel International Travel Agency Co., Hunan Ruizhi Exhibition, Hornet Space Design, and Smarter Mice.

In his sharing, Tao Pan stated, "With the integration of AI and short videos, digital media is developing rapidly, and global exhibition activities are evolving at an unprecedented speed. The original intention of establishing the committee is to build a platform for domestic and international cooperation and exchange, to adapt to the continuous innovation and development of exhibition activities in the new media era."

The person on the right is Pan Tao, the Director of the New Media Marketing Committee of China Convention and Exhibition Economic Research Association.

Then, the forum conducted an discussion around the question "How to do with the upgrading and integrating communication capabilities?" The forum was divided into two topics: "Strategies and Skills for Upgrading and Integrating Communication Capabilities" and "Adjustments and Breakthroughs for Exhibitions in the Current Environment."

At the forum, Li Bowen, CEO of Xuexing Culture, Huang Fang, Chairman of Ruizhi International Exhibition, Huang Lirong, Partner and Digital Marketing General Manager of Coolgua Technology, Zhang Ji , CEO of JFOTO, Shi XiaoDong, CEO of Smarter Mice, Xu Feng, Manager of BEN Exhibition, Jiang Huai, Vice President and Secretary-General of the CCEES, Chen Lixiong , Partner and President of Zhihai Wangchao Communication Group, Wu Peng, Chairman of Liso Expo Group, Wu Furong, Vice President and General Manager of Strategic Development Department of Shanghai Chinese ink Exhibition Services Ltd, and Pan Tao, Chairman of Coolgua Technology and MEEM, shared their practical experiences as experts in the exhibition industry. They discussed the latest trends, strategies, and skills in new media marketing and engaged in an in-depth and passionate discussion on the challenges and opportunities faced by current exhibitions.

From left to right: Li Bowen, Huang Fang, Huang Lirong, Zhang Ji, and Shi Xiaodong.

Core ideas

There will have significant challenges in 2025, but opportunities for cross-industry collaboration, international cooperation, and downward reaching consumer market still exist.

Deepening vertically along an industry chain, providing multi-scenario and online-offline services to exhibitors, there is room for growth.

In the new media era, the founder's IP can greatly reduce marketing costs; short videos must be made and sustained, as hard working leads to miracles.

The technological iteration of AI is accelerating; fully embrace and believe in AI, and give young people the chance to lead.

Many strategies and techniques regarding new media content, channels, tools, and monetization logic were discussed.

From left to right: Xu Feng, Jiang Huai, Tan Liqiong, Wu Peng, Wu Furong, Pan Tao

New media marketing for MICE, looking forward to more vital force

Since its establishment, the New Media Marketing Committee has been committed to promoting the innovative development of new media in the Mice industry. By organizing activities, sharing latest information, and building communication platforms, it has injected new vitality into the transformation and upgrading of the Mice industry. The initial intention of the committee was to leverage the power of new media to enhance the communication efficiency and brand influence of the Mice industry, and to promote its high-quality development.

The founding members of the committee cover 14 cities both domestically and internationally, including Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hangzhou, Nanjing, Xi'an, Changsha, Haikou, Nanning, Dubai, Moscow, and Sao Paulo. They span a range of sectors such as domestic exhibition and international exhibition organizers, conference organizers, media industry, integrated communication agencies, design tools, marketing tools and channels, content services (including images and videos), main venues, transportation, construction, planning, and event services, covering the entire exhibition industry chain. The founding enterprises of the committee have achieved significant results in their respective fields through regular exchanges, discussions, and practices with new media. They have not only expanded their influence in their professional fields but also improved their ability to attract customers directly or indirectly.

Founding Members of the Committee

ITE Group: As a renowned international exhibition group and a leading B2B event organizer in Russia, ITE Group hosts 26 industry-leading exhibitions annually and creates a dedicated "ITE Connect" digital platform for all significant events.
Liso Expo Group: Liso's main business includes exhibition organizing, global temporary exhibitions, venues, and sports events, making it a leading full-service provider in the industry chain.
Oriental LuMing Exhibition: As an international exhibition organizer, its exhibition MosHome, which is co-organized with ITE Group, serves as a successful model of Sino-foreign cooperation in exhibition organizing.
Zhihai Wangchao Communication Group: With event management and communication as its core business, the scope of operations includes conference management, incentive travel, exhibition display, festival events, integrated marketing, public relations planning, and the creation of proprietary IP events.
Thinkpark Group: A full-scenario integrated marketing service group centered on content and experience, successfully assisted in the integration project of the exhibition and city of China Food and Drinks Fair.
BEN Exhibition: The information platform of the Mice industry, has organized well-known events such as the Event Tech Expo and the Venue Forum.
EastFair Corporation: A leading provider of exhibition intelligent technology and platform services, serving nearly 400+ exhibitions annually.
BESAFE Smart Logistics: Specialized in global logistics services, particularly renowned in the field of cross-border logistics for exhibits and artworks.
Lama Event: Providing one-stop services for Chinese enterprises in Latin America, including organizing Chinese exhibition groups to participate in exhibitions in Latin America, assisting Chinese companies in market promotion locally, and facilitating cooperation between the two countries' governments.
Coolgua Technology: Focused on providing global digital marketing solutions and digital tools for exhibitions, offering full-case localization services for exhibitions held in overseas regions such as the Middle East and Russia.
Xuexing Culture: Engaged in services such as exhibition marketing consulting, information flow marketing, organization of cultural and artistic exchange activities, film and television planning, and large-scale event planning.
Cosmic Peach Exhibition Group: Providing one-stop services including conference and exhibition creative design, event staging, and technical support for exhibitions and conferences.
JFOTO: An enterprise-level live imaging service provider that integrates photo live streaming, video live streaming, and quick video editing.
qufair.com: A dedicated online platform for the exhibition industry, offering services such as exhibition information, booking, and management.
Kujiale 3D Cloud Design Platform: Providing one-stop solutions for 3D cloud design, rendering and marketing to facilitate the digital transformation of the Mice industry.
Xi’an Chongzi Conference&Exhibition Services: The main business includes hosting the EBC Healthy Light Food Innovation Conference, conference and exhibition services, cultural and creative product development and sales, and showroom design.
SINOPLAN Co., Ltd.: A "one-stop" professional exhibition service that integrates exhibition planning, curation, main venue operation, construction, special booth design, exhibition hall planning, museum space design, and implementation.
FutureLink: Providing organizers with a digital platform and full-process digital services for events, enabling the rapid construction of a digital event platform and facilitating the easy organization of conferences and exhibitions.
Haitian Business Travel International Travel Agency Co.:Providing one-stop services for overseas exhibitors, including business travel services, booth construction, business inspections, translations, and overseas company registration, with a particular deeply engaged in regions such as Russia, Central Asia, the Middle East, and Africa.
Hunan Ruizhi Exhibition: Organizing the City Night Economy Forum and covering integrated services such as conference management, exhibition display, public relations activities, curation/IP operation, scenic area operation, marketing promotion, and destination management.
Hornet Space Design: Providing services such as exhibition design, exhibition construction, event planning, and exhibition marketing.
Smarter Mice: Offering digital solution for exhibitions and conferences, such as conference registration and check-in, online hotel reservations, flight and train ticket bookings, private car transfers, intelligent seating systems, and electronic name cards.

Here, the committee calls for more enterprises and exhibition professionals to join this big family, to explore new paths and methods in new media marketing together, to promote the innovative development of online and offline marketing scenarios together, and to lead the integrated communication in the global new media era.

The committee's first event in 2025 - the MEEM Going Global Conference is Upcoming

At the press conference, the New Media Marketing Committee also announced its first major event of 2025—the MEEM Going Globali Conference. The conference aims to build a practical platform for understanding the needs of enterprises going global, connecting with overseas resources, and facilitating learning and exchange, thereby helping Chinese companies enhance their international competitiveness in terms of overseas operations, exhibitions, event organization, and activities.

In the current global economic context, going global has become a common consensus for enterprises in various industries seeking growth opportunities, with many industry giants placing significant bets on expanding overseas and making it a key strategy since 2024.

Against this backdrop, domestic enterprises, especially small and medium-sized enterprises, have an urgent need to go global. Enterprises not only require bidirectional localization but also the creation of international IP. To minimize the trial and error costs, SMEs urgently need local resource support in their target markets, particularly from proven, high-quality, mature service providers to help overseas projects get off the ground quickly.

In the exhibition sector, domestic organizers also have an urgent need to go global. On one hand, inviting overseas professional buyers to visit China has become a standard practice for leading industry exhibitions; on the other hand, domestic exhibition organizers are eager to try organizing exhibitions abroad. Many foreign exhibition companies also wish to seize this opportunity to actively cooperate with domestic organizers.

The MEEM Going Global Conference builds a platform for enterprise with going global needs, internal and external exhibition organizers and resources in destination countries to discuss paths for going global, supply and demand docking, and share marketing resources.

The MEEM Going Global Conference will be held in Beijing on January 11, 2025. Guests from emerging countries such as Russia, the Middle East, South Asia, Southeast Asia, Latin America, and Central Asia will be invited to provide comprehensive insights into market, product, and policy trends. The conference will also have sessions on docking and socializing, localization and services for going global, risk identification, and more, offering comprehensive support and guidance for going global.

With the upgrade of the New Media Marketing Committee and the holding of the MEEM Going Global Conference, we believe that with the joint efforts of all participants, the committee will become an important force in promoting the high-quality development of the exhibition industry.

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