百货会观众细分-E-Service.ppt

百货会展商细分价值主张 针织家纺 中国日用百货商品交易会（简称“百货会”）创办于1953年，由国家商务部和中国百货商业协会重点支持，是中国家庭用品行业历史最悠久、规模最大、最权威的寻源和渠道采购展会。 ? 百货会于每年8月的家庭用品采购旺季在上海举办，吸引塑料、陶瓷、玻璃、不锈钢、竹木、家纺、厨房、清洁、收纳用品等全品类家庭用品的1700家极富活力及增长潜力的生产企业。凭借逾百届展会的资源和经验积淀，百货会整合了全国范围内大中城市和三四级市县经销代理、批发市场、百货商超、购物中心等核心渠道的优势客商资源，并积极引入电商及品牌专卖店等新兴零售渠道专业买家。通过交付各品类细分专业买家、举办引领行业发展的论坛和新产品评奖活动，以及推出目标买家商业配对计划，百货会完美协助中国家庭用品制造企业会见潜在买家、达成交易、获取极富价值的市场资讯和洞察行业发展方向。 ? 第109届百货会将于2015年8月6-8日在上海新国际博览中心举办。届时，将有超过90,000业界人士云集展会进行评估选购、洽谈合作和建立联系。 观众邀请前针对以下细分展开调研 重要/忠诚 重要/不忠诚 不重要/忠诚 不重要/不忠诚 百货会观众细分-需求、目的与动机 调研问卷 33% Strong need 41% Medium need 26% Low need 百货会观众细分-需求、目的与动机 First-time attendee strong need In this example of First-time Visitors with a strong need versus a medium need there is a significant difference in motivation to Network and gain from Learning First-time attendee medium need Sample ‘Need’ Outcome Sample ‘Need’ Verbatims Score 9-10 Score 7-8 Score 0-6 Because I am opening my own optical shop, I want to offer the best products to my clients. This is where everything is this time of year We are really trying to break into the market with our products. We have dabbled in the past, but feel going to the show will allow us to have a greater presence in the industry Continuing education for state license As a frame buyer for a Optical Lab it is important to see and handle new frame product. Pictures alone do not justify I have a definite need to attend the Expo to aggressively explore new career opportunities Every year networking helps a great deal to improve my bottom line Need is perhaps the wrong word - there are very few true needs in life. I need CE - but can get this elsewhere. I want to see new technology and keep current but again can find this elsewhere. But I want to come to this show, both for the exhibits and CE, and for the personal getaway Great show. Its not a must but Vegas atmosphere adds to the reason to go. Therefore, great event plus great town = great reason to attend Attendance is not a necessity but a convenience