会展“流量”变消费“增量”的杭州实践

Core Insights - The exhibition industry is recognized as a "barometer" of economic development, with a well-known "1:9 leverage effect," meaning every unit of exhibition revenue can generate nine units of related industry income [1] Group 1: Economic Impact of Exhibitions - Hangzhou is transforming its exhibition activities into a year-round consumption engine, with 178 exhibitions planned for 2024, covering 3 million square meters, a 110% increase from 2023 [2] - The city aims to convert the temporary excitement of exhibitions into sustained consumer engagement, enhancing the overall economic vitality [3] Group 2: Event Evolution - The West Lake International Expo has evolved from a single exhibition to a city-wide event, featuring diverse activities that promote various consumption themes [4] - Historical significance of the West Lake Expo as a long-standing cultural and economic event, attracting millions of visitors and enhancing Hangzhou's image as a consumption destination [5] Group 3: Consumer Engagement - Consumer-oriented exhibitions like the China Wedding Expo and the Huaxia Home Expo are designed to stimulate direct consumer spending, with significant transaction volumes reported [7][8] - The first Hangzhou Bay Greater Bay Area Auto Show achieved over 32.4 billion yuan in total transaction value, showcasing the city's robust consumer potential [8] Group 4: Industry-Specific Exhibitions - Hangzhou is leveraging its local industry strengths by hosting specialized exhibitions in sectors like fashion, pets, and beauty, which not only showcase trends but also provide direct access to new products for consumers [8][9] - The China (Hangzhou) International Textile and Apparel Supply Chain Expo attracted over 85,000 visitors, highlighting the city's role as a hub for industry innovation and consumer engagement [9] Group 5: Broader Consumption Trends - The city is effectively channeling the influx of visitors from exhibitions into local businesses, enhancing overall consumption across various sectors [10] - Digital trade exhibitions are creating new consumption opportunities, integrating online and offline experiences to enhance consumer engagement [12] Group 6: Cultural and Tourism Integration - Major events like the World Biosphere Reserve Conference have significantly boosted local tourism, demonstrating the interconnectedness of exhibitions, culture, and natural attractions [12] - The ongoing development of Hangzhou as a "City of Exhibitions and Shopping Paradise" invites global visitors to explore the city's unique cultural and natural offerings [13]