Although I don't know AWE's Sansei III, at least I understand some of its past and present. As a reporter who has been to Beijing "Home Expo", until this year's AWE is coming to an end. Suddenly there is a feeling that AWE is getting younger and younger. I believe that this kind of feeling does not need me to give examples. Everyone will be there. Different angles are the same. For many newcomers in the industry, AWE's “reverse growth†is a mystery. It is a mystery. Let's take a look at the related content with the embedded Xiaobian.
It can be concluded that there have been many stories of big and small from the changes of the home fair to AWE, and we have no way of knowing these secrets. Only some old leaders of the home appliance associations who have personally handled it know. Even some secret files can be unblocked, especially when AWE is successful enough. This is the 17th edition of AWE (including its predecessor). If it is 17 years of life, AWE is a young man. When he learned a lot to prepare to enter adulthood, he suddenly looked back. All the previous problems seemed to be growing troubles. From this time, I simply organized the AWE that I knew. The history of growth is also considered a gift for AWE next year.
The history of AWE can be traced back to 1992. When the China Household Electrical Appliances Association founded it, it certainly did not think of what it is today – with 10 pavilions, a display area of ​​nearly 130,000 square meters, more than 800 domestic and foreign companies exhibiting, more than 250,000 visitors, and becoming an IFA, CES is one of the world's top three home appliances and consumer electronics exhibitions across the home appliance and consumer electronics industries.
At that time, AWE was not called AWE, but the China Household Appliances Expo. It was not in Shanghai, but in the old Beijing National Exhibition. There are no overwhelming advertising bombings, and there are not so many exhibitors exhibiting. Like many domestic association exhibitions, the Home Expo seems to be just a "face project", let alone talk about the stars gathering, CCTV bombing reports. At that time, there were only three people who were really responsible for the "home fair"!
There was a time. The most popular in-circle exhibition in China is not the Home Expo but the Qingdao International Consumer Electronics Show (referred to as the Youth Expo). The Shunde Home Appliances Exhibition and the Cixi Home Appliances Exhibition are also famous. The domestic appliance exhibition can be said to be a leaderless situation. In fact, for Chinese household electrical appliance enterprises, only one exhibition is enough, instead of being struggling in the north and south of the country, waving flags everywhere. The decentralization of resources has also led to which exhibitions are not doing well, but their respective "children circle". Imagine if AWE grew up early, there might not be a scene where Chinese companies collectively went to CES to brush their faces.
If it is said that the home fair of the year was the ninth session, it would not be too much. Because of the several exhibitions mentioned above, it has been nearly a leap in recent times. But in this case, AWE has broken through and won new life. From the timeline, there are two key points to make AWE reverse growth: one is to move away from Beijing and choose Shanghai. One is to officially activate English AWE as the name of the exhibition.
These two points of time just happened to divide AWE (including the predecessor) into three phases.
The first phase was 1992-2007, which should be said to be a slow growth phase. This stage is also accompanied by the toddlers of the entire Chinese home appliance industry. There have been broken files in the middle, there have been operators' replacements, and there have been thoughts when they stopped. But it can be said that it is this stage of thinking that makes AWE stick to it.
The second stage is 2008-2011. These four years are the moment when AWE is truly rooted and building strength. The venue has changed to Shanghai. At this stage, AWE has begun to have some positive changes, and its own team has gradually expanded and started to actively communicate and plan activities.
The third stage is from 2012 to the present. The birth of the AWE name is now an extremely correct choice. The Home Appliances Expo has firmly restricted itself to the field of pure home appliances, and the abbreviation also conflicts with home decoration and home. The sponsor's courage to launch the annual Philip and AWE name has inspired the exhibition's stronger vitality, and at the same time let AWE really start the ultra-fast development and internationalization process.
The most impressive is the 13th AWE in 2014, which was also the 140th anniversary of AO Smith. In that session, AO Smith spent a lot of energy and big money, and he threw a hand at AWE. I don't know if you still remember the very conspicuous sculpture in front of the main entrance, and it immediately evoked the determination to compete for strength among enterprises. As an AO Smith who dares to make a living and must travel to a five-star hotel on a business trip, how can he choose a non-No.1 exhibition to celebrate and promote himself?
It is also from 14 years that AWE's star lineup has been opened. The news of "Li Minjun Jin Xiuxian AWE slamming Korean singer" once ignited the entertainment circle, and "Iron Sister Chi Ling" also started the AWE platform from that year. Since then, Donnie Yen, Gao Yuanyuan, Huang Xiaoming, Yang Mi to this year's Hu Ge, AWE's star lineup can come up with three sets of high-profile "reality show." In that year, from the all-round "confrontation" of Samsung and LG's two major Korean giants, various large-scale conferences and forums were also concentrated in the AWE period, and the intensity has even been People are "unbearable", so that every reporter can't wait to give birth to "three heads and six arms."
There is also a small rumor, it is said that Haier and a company compete for a live advertising resource that year failed. In a rage, it opened the "paddle hall" mode for many years. It is precisely because of Haier's domineering exhibition that it has further heightened the importance and resources of other companies to AWE, and everything complements each other. On a platform, no one is willing to be behind. It is because of the strength of AWE that the company is so true; and because of the true nature of the company, AWE is more powerful.
Now, within one month after the end of AWE, major companies will begin to finalize the booth area and address for the next year, otherwise they will miss the opportunity. Otherwise, it may be difficult to finish the exhibition and bear the boss’s “angerâ€. . According to the organizer's brother, this year's AWE's on-site advertising resources are also "smashing the bloodshed." This kind of competition and repetition does not reflect the current prosperity of AWE from the side?
Finally, I tried to uncover the mystery of "AWE reverse growth", in fact, it is three points: heaven, place, and people.
At the same time, the home appliance industry has ushered in the tide of transformation and upgrading in recent years, and the product structure has been greatly adjusted. In recent years, the home appliance industry has increased investment in research and development and technological transformation, and has made great progress in product innovation and quality improvement. The proportion of high-end products has increased, and the profit margin of enterprises has been improved. Enterprises with money and confidence will have the enthusiasm and vision to show their achievements and compete with their peers.
Location, that is, Shanghai has a unique advantage. Convenience of transportation, convenience of policy, economic convenience, and cultural convenience. As an industry, in terms of an exhibition, it is the most important thing. Only Shanghai, a special city, can do this. And AWE is also an inclusive platform. It can accommodate such domestic giants as Haier and Midea. It also allows international giants such as Sharp, Sony, LG and Samsung to enjoy the growth of Internet genes. And Yunmi.
People and the China Household Electrical Appliances Association have a clear understanding from the beginning. AWE has to be a platform, not just an exhibition. The most important thing about a platform is fairness, service and care. Fair, AWE has never suppressed or promoted a certain enterprise, but in response to the needs of the enterprise, what kind of stage do I have for your needs; service, 2018AWE is currently the best service show, whether it was previously The sickness of the scene noise control, the network provided to the media, or the audience to guide the login, this session is already the best one; attentively, the organizers are committed to improving every small detail, as small as noon. Box lunches and posters for each circle of friends and provide timely materials and strategies for our media.
Under such a heart, I believe that there will never be a bad platform, and it will certainly gather more popularity and attention. If you say that in the past years, only companies have spent money to invite various stars to come to the scene to popularize the popularity. In 2018, the organizers also invited Wu Xiaobo to make AWE become an intellectual stage and triggered the industry to rethink. In fact, such a change is actually very much, I believe that everyone can see it. And many of the changes have brought a new temperament to AWE, which is a sublimation in the realm.
AWE, already a giant, but the growth is far from stopping, let the future give us the answer!
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