The Role of Industry Exhibitions in the Post-Pandemic Era

As we enter a new year, international business developers are usually busy preparing for industry or cross-industry exhibitions, such as CES, LFI, CeBIT, Canton Fair Spring Edition, Hong Kong Light Fair Spring Edition, Guangzhou International Lighting Fair, and more in the coming 2nd quarter. However, since 2020, these events have been indefinitely suspended or moved online due to the pandemic. With vaccinations rolling out in many regions, countries are beginning to reopen their economies, including the industry trade shows that have been paused for two years. The question arises: will people still prefer to attend in-person exhibitions rather than surf B2B websites or LinkedIn?

From the perspective of a visitor or exhibitor, it is unlikely that in-person exhibitions will be replaced by online alternatives. Visitors find that the in-person experience offers an irreplaceable opportunity to:

1. It is REAL Live: Despite sophisticated Live Streaming technologies, a well-planned and designed exhibition cannot be substituted by online alternatives. Exhibitors and their showcased commodities can speak, showcase, and interact with visitors in person.
2. It is REAL Physical: Visitors can walk through each booth, stop over, dive into samples, look closer, touch, and feel the products. They can ask and get an instant answer or demonstration if they have any questions. This experience can create an excellent first impression and promote engagement.
3. It is REAL Effective: Communication is more effective in person than through video conferences or following up emails. The ability to communicate on-site allows buyers to decide what to do next and move forward with collaboration.

However, online shows also have advantages over traditional exhibitions, including:

1. Access Anywhere, Anytime: Online shows can be accessed 24/7 from anywhere in the world, which eliminates the need for travel costs and time constraints.
2. Cost and Time-Effective: Online shows allow exhibitors to display their products without the need for transport and display space. They can also record videos or provide live tours to showcase more complex products or equipment, which saves time and money.
3. Flexibility: Online trade shows can be renewed and updated whenever necessary, making them more flexible than traditional exhibitions.?

Despite these advantages, online trade shows cannot completely substitute traditional exhibitions. One of the biggest benefits of attending in-person exhibitions is the element of surprise that comes with randomly discovering something new while walking around the stands. This unexpected joy is similar to the experience of shopping, where the discovery of something new is often more important than the purchase itself.

In addition, traditional exhibitions offer the most irreplaceable function of sociability. Attendees can interact with prospects, clients, partners, friends, suppliers, and industry rivals, which can lead to valuable feedback and new connections.

In conclusion, while online trade shows have many advantages, traditional industry exhibitions offer an irreplaceable experience that cannot be fully replicated by online alternatives. Therefore, we can expect people to continue to attend in-person exhibitions when possible, as they offer a unique and valuable experience that cannot be found elsewhere.