As in previous years, we used the time around the UFI Global Congress to identify the core themes that the UFI team feels will impact the global exhibition industry in 2017. So today, let me share with you “UFI’s 5 trends to watch in 2017”:

前些年，我們利用UFI全球大會(huì)的時(shí)間，去發(fā)現(xiàn)一些影響下一年度全球展覽業(yè)的核心主題。所以，在今天，我們也來分享一下“2017年全球展覽業(yè)的5個(gè)趨勢(shì)”：

1. 持續(xù)增長(zhǎng)的不確定性Growing uncertainties

In recent months, we have seen a UK vote on Brexit, a failed coup in Turkey, growing tensions between Russia and the West, and a US presidential election that shows a deeply divided country. All of these amount to a growing level of uncertainty around politics and business. Are trade agreements to be scrapped? Will travel to vital markets remain easy (and safe)? How will markets adapt to changing currency levels? There are numerous questions being addressed in corporate boardrooms all around the world. And they will impact how companies choose to participate in exhibitions in a more protectionist environment. How this will play out exactly for our industry is impossible to see, however, let’s not forget that, especially in difficult times, exhibitions are used by whole industries to meet and to take stock themselves.

近幾個(gè)月，我們見證了英國(guó)脫歐、土耳其政變、俄羅斯和西方之間日益緊張的局勢(shì)，美國(guó)大選折射出的嚴(yán)重社會(huì)分裂。所有的這些事件使得政治和貿(mào)易更加不穩(wěn)定。貿(mào)易協(xié)議會(huì)被摒棄嗎?通往至關(guān)重要的市場(chǎng)還會(huì)保持安全嗎?市場(chǎng)將如何適應(yīng)不斷變化的匯率水平?這種種問題在世界各地的公司董事會(huì)已經(jīng)得到解決。他們將影響企業(yè)在貿(mào)易保護(hù)主義越來越嚴(yán)重的環(huán)境下如何參展。這些變化將對(duì)我們的行業(yè)產(chǎn)生怎樣效果是無法預(yù)測(cè)的，然而，我們不能忘記的是，尤其是在艱難時(shí)期，展會(huì)是整個(gè)行業(yè)用于消耗和清查存貨的一種手段。

2. 全球展會(huì)在地理上的兩極分化Geographical polarisation of global shows

Germany has long been a role model for growing global leading shows. In recent years, some of the strongest German show brands, whilst remaining strong at their home bases, have seen their own shows in Asia reaching and exceeding the exhibitor or visitor numbers at their home shows. In light of the current growth of protectionism, this growth of regional show champions in Europe, Asia, and the Americas might very well accelerate. This will provide new opportunities for national and regional organisers, going it alone or aligning with international players. In huge internal markets, like the US and China, there are many excellent for-profit or association organisers who currently deliver successful shows without aiming at an international audience.

長(zhǎng)期以來德國(guó)一直是全球領(lǐng)先展會(huì)持續(xù)發(fā)展的模范榜樣。近幾年，一些在德國(guó)本土保持最強(qiáng)且一直屹立不倒的展會(huì)品牌，已經(jīng)見證了他們?cè)趤喼薜恼箷?huì)，其參與人員已經(jīng)達(dá)到甚至超過了他們?cè)诒就恋呐c會(huì)者。依照當(dāng)前貿(mào)易保護(hù)主義的增長(zhǎng)趨勢(shì)，在歐洲，亞洲和美洲地區(qū)的一流展會(huì)的可能得到很好的加速發(fā)展。這將為國(guó)家和地區(qū)的組織者在單獨(dú)行動(dòng)甚至和國(guó)際組織者合作提供新機(jī)遇。在類似美國(guó)和中國(guó)等國(guó)家的國(guó)內(nèi)市場(chǎng)，許多優(yōu)秀的盈利機(jī)構(gòu)或協(xié)會(huì)組織目前也舉辦了一些非針對(duì)國(guó)際買家的成功展會(huì)。

3. 數(shù)字化Digitalisation

The perennial love-hate relationship between our industry and digitalisation continues, but as ever more companies are digitising their own processes, data management and customer processes, they are proceeding fast on their very own digital learning curve. Chief Digital Officer positions have become more common in the past twelve months, working with the CEOs or on the Board on fast-tracking digital developments. At the same time, the fear of major disruption, in the style of Uber disrupting the taxi business, has diminished. In its stead, a broad field of companies are offering digital service solutions that can benefit organisers as well as cut into segments of their business model. Service providers are already forming alliances with these event tech companies to offer their services in bundles to organisers, both to minimise the complexity and to strengthen their own role as ever more important partners. One “place to watch” is data handling and privacy laws. The growing complexity here will put strain on everyone, and Russia’s recent ban on LinkedIn shows the pitfalls here.

工業(yè)和數(shù)字化之間愛恨交加的復(fù)雜關(guān)系常年持續(xù)著，但隨著越來越多的公司加快在數(shù)據(jù)管理和服務(wù)流程的數(shù)字化進(jìn)程，他們正在快速制定專屬的數(shù)字化學(xué)習(xí)線路。首席數(shù)字官職位在過去12個(gè)月變得越來越普遍，他們與首席執(zhí)行官共事或董事會(huì)上快速推進(jìn)數(shù)字化進(jìn)程。人們對(duì)諸如優(yōu)步模式顛覆出租車商業(yè)模式等重要領(lǐng)域行業(yè)的發(fā)展模式被破壞的恐懼也已有所減少。取之而來的是，大量的企業(yè)公司正在通過提供數(shù)字化的解決方案，讓組織者獲取收益的同時(shí)也讓他們的商業(yè)模型碎片化。服務(wù)提供商已經(jīng)與這些相關(guān)科技公司形成聯(lián)盟，并將他們整套的服務(wù)提供給組織者。這樣不僅減少了操作的復(fù)雜性也加強(qiáng)了其作為重要合作伙伴的角色。一種監(jiān)測(cè)(觀察)的方式是數(shù)據(jù)處理和保密法規(guī)。這里日益增長(zhǎng)的復(fù)雜性將給每個(gè)人帶來壓力，俄羅斯近日宣布全面屏蔽領(lǐng)英也顯示出其中的陷阱。

4. 卓越運(yùn)營(yíng)Operational excellence

In almost all leading international markets, there is no lack of venue space that can be used to run successful exhibitions. However, many organisers find it difficult to work with a number of venues, citing a lack of operational experience and day-to-day processes at the venues and local support companies. While quality infrastructure is a must for hosting exhibitions, securing and training quality staff is an ongoing challenge. This has repercussions for issues as diverse as Health & Safety during build-up and operations to on-site security or exhibitor services.It is an interesting observation that many European venues, while investing billions in upgrading their venue capacities, are also eager to invest in staff training and development.Venues run by international companies in developing markets are also taking a lead on staff training in these markets, quickly setting themselves apart from reginal competitors. In general, the growth of exhibitions in Asia and the construction of venues to accommodate them has strained the labour pool, making operational excellence even more important, but harder to achieve.

幾乎所有領(lǐng)先的國(guó)際市場(chǎng)都不乏可以運(yùn)營(yíng)成功展覽的場(chǎng)地空間。然而，很多組織者發(fā)現(xiàn)使用一些場(chǎng)館頗為困難，原因在于缺乏操作使用經(jīng)驗(yàn)和在場(chǎng)館和支持單位中的日常流程。同時(shí)，有質(zhì)量的基礎(chǔ)設(shè)施是舉辦展覽的必要條件，保障和培訓(xùn)質(zhì)量的員工也是一個(gè)持續(xù)的挑戰(zhàn)。這對(duì)展館在建設(shè)和運(yùn)營(yíng)期間的現(xiàn)場(chǎng)安全和參展商服務(wù)產(chǎn)生影響，并引發(fā)了對(duì)健康&安全等話題的研討。這是一個(gè)有趣的觀察報(bào)告,許多歐洲的場(chǎng)館在投資數(shù)十億美元升級(jí)他們的場(chǎng)地規(guī)模的同時(shí)，也渴望加入對(duì)員工培訓(xùn)和發(fā)展的投資。場(chǎng)館由在發(fā)達(dá)國(guó)家的跨國(guó)公司運(yùn)營(yíng)，同樣著手開展員工在這些領(lǐng)域的培訓(xùn)，令他們快速脫離對(duì)競(jìng)爭(zhēng)對(duì)手的依賴。一般而言，在亞洲地區(qū)增長(zhǎng)的展覽數(shù)目和為適應(yīng)這些展覽數(shù)目而進(jìn)行的場(chǎng)館建設(shè)，已經(jīng)使得這些地區(qū)的勞動(dòng)力緊張，市場(chǎng)卓越運(yùn)營(yíng)越來越重要，卻難以有所成就。

5. 重新評(píng)估商業(yè)模式Business models in review (maybe)

Finally – the growing levels of uncertainty, waves of digital changes, and shifting economic climates are all leading to a fresh new look at where the exhibition business as a whole is headed. With “business as usual” being less of an option, organisers, venues, and service providers are all increasingly open to change, maybe even to disrupting themselves.

Value propositions are being challenged, new and different talent is being hired. Exhibitions are adding ever more content (and making money by doing so) and utilising data ever more intensely. Private equity run organisers are setting the pace for change, challenging the status quos.All this leads to an increasing focus on finding, and retaining, the right staff – everywhere from boardroom to administration. The game of musical chairs for leadership positions in our industry will for sure continue.

最后，不確定性的持續(xù)增長(zhǎng)，一波又一波的數(shù)字化變化浪潮，正在轉(zhuǎn)移的經(jīng)濟(jì)環(huán)境，這些都將作為一個(gè)整體趨勢(shì)引導(dǎo)會(huì)展經(jīng)濟(jì)以一個(gè)全新的面貌出現(xiàn)。當(dāng)維持“傳統(tǒng)商業(yè)模式”越來越不太可能的時(shí)候，組織者、展館和服務(wù)商對(duì)待變化日益開放，可能甚至?xí)嵏策@些變化。價(jià)值主張備受挑戰(zhàn)，全新的和與眾不同的人才正被聘用。展覽將會(huì)被加入更多內(nèi)容用于盈利，數(shù)據(jù)使用也將更加頻繁。私募股權(quán)管理組織者正加速轉(zhuǎn)型，挑戰(zhàn)現(xiàn)狀。所有的這些都將引發(fā)大家更加集中力量從董事會(huì)到政府甚至每一個(gè)地方去發(fā)現(xiàn)和留住合適的員工。圍繞領(lǐng)導(dǎo)崗位展開的搶椅子游戲在我們的行業(yè)肯定也會(huì)繼續(xù)。