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，我们利用UFI全球大会的时间，去发现一些影响下一年度全球展览业的核心主题。所以，在今天，我们也来分享一下“2017年全球展览业的5个趋势”：

1. 持续增长的不确定性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.

近几个月，我们见证了英国脱欧、土耳其政变、俄罗斯和西方之间日益紧张的局势，美国大选折射出的严重社会分裂。所有的这些事件使得政治和贸易更加不稳定。贸易协议会被摒弃吗?通往至关重要的市场还会保持安全吗?市场将如何适应不断变化的汇率水平?这种种问题在世界各地的公司董事会已经得到解决。他们将影响企业在贸易保护主义越来越严重的环境下如何参展。这些变化将对我们的行业产生怎样效果是无法预测的，然而，我们不能忘记的是，尤其是在艰难时期，展会是整个行业用于消耗和清查存货的一种手段。

2. 全球展会在地理上的两极分化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.

长期以来德国一直是全球领先展会持续发展的模范榜样。近几年，一些在德国本土保持最强且一直屹立不倒的展会品牌，已经见证了他们在亚洲的展会，其参与人员已经达到甚至超过了他们在本土的与会者。依照当前贸易保护主义的增长趋势，在欧洲，亚洲和美洲地区的一流展会的可能得到很好的加速发展。这将为国家和地区的组织者在单独行动甚至和国际组织者合作提供新机遇。在类似美国和中国等国家的国内市场，许多优秀的盈利机构或协会组织目前也举办了一些非针对国际买家的成功展会。

3. 数字化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.

工业和数字化之间爱恨交加的复杂关系常年持续着，但随着越来越多的公司加快在数据管理和服务流程的数字化进程，他们正在快速制定专属的数字化学习线路。首席数字官职位在过去12个月变得越来越普遍，他们与首席执行官共事或董事会上快速推进数字化进程。人们对诸如优步模式颠覆出租车商业模式等重要领域行业的发展模式被破坏的恐惧也已有所减少。取之而来的是，大量的企业公司正在通过提供数字化的解决方案，让组织者获取收益的同时也让他们的商业模型碎片化。服务提供商已经与这些相关科技公司形成联盟，并将他们整套的服务提供给组织者。这样不仅减少了操作的复杂性也加强了其作为重要合作伙伴的角色。一种监测(观察)的方式是数据处理和保密法规。这里日益增长的复杂性将给每个人带来压力，俄罗斯近日宣布全面屏蔽领英也显示出其中的陷阱。

4. 卓越运营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.

几乎所有领先的国际市场都不乏可以运营成功展览的场地空间。然而，很多组织者发现使用一些场馆颇为困难，原因在于缺乏操作使用经验和在场馆和支持单位中的日常流程。同时，有质量的基础设施是举办展览的必要条件，保障和培训质量的员工也是一个持续的挑战。这对展馆在建设和运营期间的现场安全和参展商服务产生影响，并引发了对健康&安全等话题的研讨。这是一个有趣的观察报告,许多欧洲的场馆在投资数十亿美元升级他们的场地规模的同时，也渴望加入对员工培训和发展的投资。场馆由在发达国家的跨国公司运营，同样着手开展员工在这些领域的培训，令他们快速脱离对竞争对手的依赖。一般而言，在亚洲地区增长的展览数目和为适应这些展览数目而进行的场馆建设，已经使得这些地区的劳动力紧张，市场卓越运营越来越重要，却难以有所成就。

5. 重新评估商业模式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，不确定性的持续增长，一波又一波的数字化变化浪潮，正在转移的经济环境，这些都将作为一个整体趋势引导会展经济以一个全新的面貌出现。当维持“传统商业模式”越来越不太可能的时候，组织者、展馆和服务商对待变化日益开放，可能甚至会颠覆这些变化。价值主张备受挑战，全新的和与众不同的人才正被聘用。展览将会被加入更多内容用于盈利，数据使用也将更加频繁。私募股权管理组织者正加速转型，挑战现状。所有的这些都将引发大家更加集中力量从董事会到政府甚至每一个地方去发现和留住合适的员工。围绕领导岗位展开的抢椅子游戏在我们的行业肯定也会继续。