励展日本总裁为你讲述:励展日本成功的秘密

 
在2019年3月东京举办的UFI亚太区大会上,励展日本公司总裁及日本展览业协会主席Tad Ishizumi在这场会议中分享了励展博览集团日本公司作为日本领先的展会主办方的成功之道。
 
演讲全文内容:
 
The title of my speech today is "Secrets of Reed Japan’s Success". It is a story of "How, from scratch, we have become not only the largest show organizer in Japan, but also, one of the largest in the world".
 
我今天的题目是,“励展日本成功的秘密”。讲述励展日本是如何从零成为日本最大以至于世界首屈一指的展览公司。
 
 
I hope, this story will be inspirational, and, give you some idea about the unique history, and the current situation and future outlook of Japan’s exhibition industry.
 
我希望这个故事会对各位有启发性,令大家对于日本展览业的独特历史、现状以及未来发展有所了解。
 
 
Chapter 1: Difficult environment for Japan’s exhibition business.
 
第1章 日本的商业环境下,展览业的发展非常困难。
 
 
Reed Japan was founded in 1986, and I became the President. At that time, there was a very difficult environment for Japan’s exhibition business to grow. I’d like to tell you what kind of handicaps we had.
 
励展(日本)创于1986年,同年我成为公司的董事长。那个时候,在日本的商业环境下,展览业的发展非常困难。我想给大家具体讲一讲我们当时面对的障碍。
 
 
Handicap 1, common belief around 1986, which is 33 years ago was that, it is "Impossible for a private company to succeed as a show organizer".
 
The reasons were……
 
障碍1, 33年前的一般想法是“一家私营企业主办的展览是不可能取得成功的”,理由是:
 
 
1.In Japan, only industry associations and big media were show organizers because it was believed only they had the influential power to bring hundreds of companies together.
 
在日本,只有行业协会或是大型出版社才能作为主办方举办展览。因为一般人相信只有他们才有足够的影响力吸引成千上百的公司齐聚一堂。
 
 
2.Exhibitions were merely annual festivals in each industry with no business activities because most companies exhibit only out of obligations as members of the association.
 
展览会只是行业里一年一度的聚会,不是进行商业活动的地点。而大部分公司也是出于作为协会会员的义务而参展。
 
3.As a result, the government, industries and public did not recognize at all the economic value of exhibitions.
 
政府,业界,社会都没有认可展览会的任何经济价值。
Handicap 2 was Japan’s economy has been stagnant for many years up until today.
 
障碍2  日本经济长久以来持续低迷。
 
As you will agree, the growth of the exhibition business in any country is paralleled to the growth of its economy. China is a typical example. As you can see, Japan is the only developed country where its GDP has decreased in the past 24 years.
众所周知,展览业的发展是与该国的经济发展成正比的。中国是一个典型的例子。日本是唯一的一个,国民收入在24年内持续下降的发达国家。
Handicap 1, common belief around 1986, which is 33 years ago was that, it is "Impossible for a private company to succeed as a show organizer".
The reasons were……
 
障碍1, 33年前的一般想法是“一家私营企业主办的展览是不可能取得成功的”,理由是:
1.In Japan, only industry associations and big media were show organizers because it was believed only they had the influential power to bring hundreds of companies together.
在日本,只有行业协会或是大型出版社才能作为主办方举办展览。因为一般人相信只有他们才有足够的影响力吸引成千上百的公司齐聚一堂。
2.Exhibitions were merely annual festivals in each industry with no business activities because most companies exhibit only out of obligations as members of the association.
展览会只是行业里一年一度的聚会,不是进行商业活动的地点。而大部分公司也是出于作为协会会员的义务而参展。
3.As a result, the government, industries and public did not recognize at all the economic value of exhibitions.
政府,业界,社会都没有认可展览会的任何经济价值。
Handicap 2 was Japan’s economy has been stagnant for many years up until today.
障碍2  日本经济长久以来持续低迷。
As you will agree, the growth of the exhibition business in any country is paralleled to the growth of its economy. China is a typical example. As you can see, Japan is the only developed country where its GDP has decreased in the past 24 years.
众所周知,展览业的发展是与该国的经济发展成正比的。中国是一个典型的例子。日本是唯一的一个,国民收入在24年内持续下降的发达国家。

与1995年相比较,2018年各国GDP增长对比图
Again, you will understand why everybody thought it’s impossible for Reed Japan to succeed.
所以您更能理解,为什么所有人都认为励展日本无法成功。
Handicap 3 was Japan has very little exhibition space up until today.
障碍3  长期以来,日本的展馆面积相当小。
 
This graph is a comparison of each country’s total exhibition space. As you can see, Japan has only 373 thousand SQM. It is 1/20 of the USA’s space, 1/18 of China’s, and 1/10 of Germany’s. As you know, the size of exhibition business is paralleled to the size of exhibition space in that country.
 
这个图展示了各国的展馆面积。日本只有37.3万平方米,是美国的1/20,中国的1/18,德国的1/10。正如大家知道的,展览业的发展与该国的展馆面积是成正比的。正是因为这些原因,使得所有人都认为励展日本无法成功。
 
 
Chapter 2: In such a difficult environment, what have we achieved, over the 33 years?
 
第2章  在如此困难的环境中,我们这33年成就了什么?
 
Here is the answer:
 
答案如下:
 
Our first achievement is our number of shows has increased from scratch to 231 in 33 years.
 
成就一:由我们主办的展览会在33年内增长到231场。
This graph shows the number of exhibitions we organized each year.  All these were launched by ourselves, and none of them by acquisition. Also all of them have been successfully running till today.
这张图可以显示我们每年主办的展览会的数量。这些展会都是我们自主创办的,没有一个是收购得来的。所有的展会自开办以来运营良好。
Our second achievement is, our revenue has continued to increase over 33 years.
 
成就二:33年内公司销售额一直持续增长。
 
In the first year in 1986, our revenue was just 752 million yen, which is 7 million US dollars. And last year in 2018, it increased to 28 billion yen, which is 254 million US dollars.
在第一年也就是1986年,我们的收入只有7.52亿日元。相等于7百万美金。去年2018年,公司销售额增长到280亿日元。相当于2.54亿美金。
 
Our achievement 3 is Business amount onsite has increased to 1 trillion (9 billion US Dollars) in 2018.
成就三:2018年我司举办的展会上,成交总额增长至一万亿日元 (相等于90亿美金)。

As I explained earlier, for many years, there was no business done onsite in any exhibition throughout Japan. And we were no exceptions for the first 5-6 years. Through hard work, we have changed this tradition in all of our shows. As a result, in all of our shows, there is a lot of business done onsite.
我提到过,长久以来日本的展览会都没有在现场进行商业洽谈的习惯,最初的5-6年我们公司举办的展会也不例外。通过不断的努力,我们的展览成功的打破了这个传统。结果是,现在我们所有展会现场的商业洽谈活动都非常活跃。
I believe this is the most important achievement that we have accomplished. 
我相信,这一点是我们最重要的成就。

Chapter 3 Secrets of Reed Japan’s Success
第3章  励展日本成功的秘密
You may be wondering, what are the Secrets of Reed Japan’s Success?  Those who are expecting to hear some magic answers might be disappointed, because our secrets are rather simple.
您或许会想,励展日本成功的秘密在哪里?期待我给您介绍秘诀的朋友可能要失望了,因为我们的秘密其实非常朴实。
However, when you try to execute them completely, they are very difficult to do.
但是当你尝试彻底执行的时候,你会发现这些非常难做到。
Let me introduce to you some of our secrets. 
让我介绍一些我们的秘密。
Secret number 1 we have always brought so many high quality buyers to all of our shows. There is no exception to that.
秘密①  我们的展会每场集结了众多高品质的观众。
In fact, this has become our reputation. To achieve this, I believe we have worked harder than any other organizer in the world. Besides traditional activities like DM, E-mail, telephone calls, advertising.
为了实现这个目标,在买家邀请上,我们比其他的主办都要努力,而这个也成为了我们公司的口碑。除了传统的直邮、电子邮件、电话、广告等方法以外,我们还使用了以下方法:
A few months before most of our shows, our staff would physically visit 2,000 offices, factories, or stores around Japan;
开展的几个月前,我们的工作人员会实地走访2000家办公室,工厂或店面,说服买家前来观展;
We even go overseas to visit over 1,000 quality buyers in Korea, China, and all over the world to directly convince them to come;
我们甚至会前往韩国,中国以及其他国家拜访超过1000名的高品质买家;
Our staff would make 3-4000 appointments between exhibitors and visitors in each show, and bring them to the booths.
我们会为展商和观众做3-4000个商务洽谈预约。甚至把观众带到展商的展位去。
Secret 2 is, we have continued to educate and motivate exhibitors to increase their business onsite.
秘密②  33年里我们一直不断地引导和鼓励展商,增加展会现场的销售。
这是一张参展说明会的照片。每次在开展的三个月前我们都会安排参展说明会。图片上我正在向六七百名参展公司社长及高层,阐述在展会现场获得更多商业机会的参展技巧。
We have continued these efforts for over 33 years in every show. These have led to 9 billion US dollars of business onsite a year.
通过我们33年间的不断努力,去年,励展日本主办展会的现场交易总额达到90亿美金。
Secret 3 is we have always overcome disasters and crises very quickly and decisively.
秘密③  每次当我们遇到危机的时候,我们都会迅速和果断地应对。
One weak point about exhibitions is that a disaster like a war, pandemic, or earthquake can greatly damage or force them to be cancelled.
办展览面临的风险之一是,战争、感染病或地震之类的灾害会严重影响展会的举办,甚至导致展会的中止。
In the past 33 years, we have faced thousands of crises, and have always overcome them very quickly and decisively.
过去33年我们面对过成千上万的危机,而每次我们都会极其迅速和果断地将问题解决。
I will now tell you just one example. 
我现在给大家讲述一个实例。
2011年日本发生了史上最大的地震,整个国家都陷入危机。其他的主办公司立即中止其举办的一切展览会。
How we, at Reed Japan, managed this crisis? How we managed this crisis?
励展日本做出了什么样的决策呢?我们是如何克服这个危机的?
After 2 days of quick investigations, we decisively announced worldwide we would hold all of our shows as planned. We were the only organizer to do so.
经过两天迅速而仔细的调查,我们当机立断对外宣布,我们公司主办的所有展览照常举行。我们是唯一这样做的主办。
Through 20,000 phone calls and 300,000 emails, we convinced all exhibitors and visitors in the world that Tokyo was far from the disaster area, and safe.
通过2万个电话和30万个电邮,我们向所有的展商和观众解释东京和灾区的距离,向他们说明东京是安全的。
One month later, against all odds, we opened the first exhibition in Japan since the earthquake.
一个月后,我们排除万难,开办了地震后日本的首个展览会。
What was the result?  结果如何呢?
The exhibition was a huge success! With 800 exhibitors and 55,000 visitors, same as the year before.
展会非常成功!有八百家企业参展, 五万五千名的观众到场,保持了和前一年同样的展会规模。
如图片所显示,在会场里,公司高层和我对于我们正确的决断感到如释重负与极其欣慰。
展览期间我们收到很多好的反馈。展商都非常欣慰,也赞叹我们的决定。不久后,很多主办都跟随我们重开他们的展会。现在, 让我们进入最后一章.日本会成长为世界主流的展览大国。我相信,在不久的将来,日本将会成长为一个展会大国。事实上,日本展览业务在过去的5 - 6年逐渐开始增长。举个例子,日本政府和业界都开始认识到,展会带来的经济价值,从而在全日本增建展览馆。更多的私营公司开始加入展览业,并开设了许多新的展览会。
所以,我坚信,在不久的将来,日本将成为世界上的展览大国。但是,这个目标的最大阻碍,就是日本展馆面积和其他国家比起来太小了。
您可以看到,我们现有的展馆面积为37.3万平方米。如我之前所说的,这个面积仅仅是中国的十八分之一。而且甚至比世界上许多国家的展馆面积都要小。
Most people in Japan Exhibition Association including me strongly feel that Japan should expand the size of its exhibition space to 1.5 million SQM, which is 4 times bigger than what we have now.
包括我在内的日本展览协会内的许多人士,都强烈觉得日本应该扩大展馆面积至150万平方米,扩大到现有展馆面积的4倍。
事实上,东京有明展览馆、横滨国际展览馆、名古屋、爱知县等已经开始扩大展馆面积,冲绳也计划着手建造新的展馆。
Japan is an island country with little natural resources. Therefore, we should organize more exhibitions than any other countries in the world.This is because exhibitions bring more people, more products and more information to Japan. If Japan becomes a major exhibition country, then we can continue to compete and grow in the global economy.
日本是一个资源匮乏的岛国。因此,我们应该组织比世界上任何国家更多的展览。因为展览会带来更多的人、更多的产品以及更多的情报。如果日本能成为展览大国,那么我们就可以继续在全球经济中竞争和发展。
在这次演讲结束前,我希望与各位分享我非常喜欢的一句话。这句话也是我们成功的根源。当所有人认为励展日本不可能成功的时候,我用这句话回应他们,结果我们成为了日本首屈一指的展览公司。
When everybody called it impossible to hold an exhibition after the earthquake, I replied with my favorite saying, and we organized the show successfully.
当所有人说地震后展览会不可能如期举行,我用这句话回应他们,结果展览会成功举办。
当每个人都认为日本不可能成为世界主流的展览大国时,我还是会用这句话回应他们,我相信最终日本会成为展览大国,我们也会完成我们的目标。
So, guess what is my favorite saying?  My favorite saying is, Who knows? Maybe we can!
这句话就是“没人能知道最终的结果,可说不定我们能办到呢!”
Thank you very much!
感谢各位!
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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