場館“突圍”后疫情時代困局的三維打法

5月24日，中國貿促會商業(yè)行業(yè)委員會主辦的協(xié)會管理線上交流會成功舉辦。本次線上交流會主題為“提振信心，促進疫后會展行業(yè)的恢復和增長”。

邀請來自國際和國內專業(yè)協(xié)會， 國際大會及會議協(xié)會（ICCA）， 國際專業(yè)會議組織者協(xié)會（IAPCO），國際獎勵旅游精英協(xié)會（SITE）和中國國際商會商業(yè)行業(yè)商會商務會展產(chǎn)業(yè)委員會（CBEIC）的會員代表，分享各自對會議行業(yè)協(xié)會應該如何面對挑戰(zhàn)和機遇，團結會員，加快提升協(xié)會的自身創(chuàng)新管理，構建行業(yè)協(xié)會自身的領導力，為產(chǎn)業(yè)發(fā)展創(chuàng)造更大價值。

重慶悅來兩江國際酒店會議管理有限公司董事長楊薇女士，圍繞“場館能為行業(yè)復蘇和發(fā)展做些什么”專題，發(fā)表演講《場館“突圍”后疫情時代困局的三維打法》。

以“主業(yè)深耕”為X軸，促進供給側變革

新的發(fā)展階段需要有新的發(fā)展思路，楊薇認為要提高中國會展的核心競爭力，尤其在后疫情時代深度參與國際競爭，需要從供給側改革發(fā)力，強化核心競爭力。

At present， MICE industry of China has stepped on an new stage of improving quality and efficiency， and venues still play an important part of the MICE industry. In the following part， I am going to talk about how venues play an active role and help the MICE industry get recovery and growth， and my topic is： How to"breaks through" the post-pandemic predicament for venues by using“coordinate system” method.

一方面，是以場館方為基礎打造能與世界一流會r展企業(yè)同臺競技的市場主體——大型會展集團，并以此為基礎籌辦執(zhí)行大型品牌展會。比如，重慶市委市政府高度重視會展產(chǎn)業(yè)，在2018年打造了國家級展會——中國國際智能產(chǎn)業(yè)博覽會，并已連續(xù)舉辦了四屆。另外，重慶還打造了中國西部國際投資貿易洽談會、中新金融峰會、重慶英才大會等重要展會，這些大會固定落戶重慶悅來國際會議中心，我們也深度參與了會議的籌辦和執(zhí)行，助力品牌影響力的擴大。

First， establish a large exhibition group base on the venues which could compete with other international exhibition corporations， and to organise large exhibitions by the group. In 2018， Chongqing Municipal Government organised a national-level exhibition - Smart China Expo， and has been held for four consecutive sessions， even if the impact of the epidemic has not stopped， making the exhibition an important platform for Chongqings economic development transformation， helping Chongqings digital economic development "curve overtaking". In addition， Chongqing Municipal Government also organised important exhibitions like the Western China International Investment and Trade Fair， the China-Singapore Financial Summit， the Chongqing Talents Conference， the Belt and Road International Skills Competition， etc.， and all the conferences above are announced that they are permanent held in Chongqing Yuelai International Convention Center， and we also took part in the event management of these conferences.

另一方面，是以“練內功、蓄動能”為抓手，為復展復會做好充足的準備。在2020年疫情期間，100天時間完成悅來國際會議中心的重裝升級和企業(yè)VI的煥新升級，完成一個5200平米大宴會廳和兩個1000平米大宴會廳的重新裝修和藝術化、智慧化改造；新增5個300-500人分論壇會議廳，提檔升級后，共計提供51個會議廳室，可使用會議面積1.3萬平方米，能同時容納3萬人參會，聯(lián)動20萬平方米室內展館，可承接各類大型展會。

On the other hand， make sure that there must be sufficient preparation for venues at any time for re-holding conferences in the next few months if the pandemic situation is better. For instance， in 2020， after the pandemic started， we only spend 100 days completed the renovation of Yuelai International Convention Center and the upgrading of our VI system. Completed the re-decoration of a 5200 square meters grand ballroom and two 1000 square meters function rooms， we expanded 5 new conference halls which could hold meeting for 300-500 people. After the upgrading， there are total 51 meeting rooms， and the conference area of the convention center is 13，000 square meters， which can accommodate 30，000 people at the same time， any kind of large exhibition could be held thanks to the easy access to 200，000 square meters of indoor exhibition halls nearby.

重慶悅來國際會議中心也大力推進標準化建設，在已獲得ISO9001和ISO22000雙體系認證的基礎上，重點抓好兩項管理體系的優(yōu)化升級，第一是與食品安全專家合作，常態(tài)化開展食品安全精細化提升項目，啟用食品快檢室和陽光餐飲APP；第二是與國際標準化企業(yè)合作，梳理并優(yōu)化會議項目管理機制，從人員配置、流程再造、績效激勵和系統(tǒng)支撐等方面促進項目經(jīng)理制落地實施，切實深化“主場服務有亮點，業(yè)務板塊有拓展，客戶口碑有突破”的經(jīng)營理念。

In addition， we focus on standardization of venues. Firstly， we have got the certification of ISO9001 and ISO2200， secondly， we invited food safety expert to help us improve the food safety level， and start to use the quick food analysis lab and Yangguang food app. Thirdly， we cooperate with international standardization corporation to optimize our project management mechanism for convention center.

以“多元經(jīng)營”為Y軸，促進業(yè)務增值轉變

面對疫情影響，楊薇認為多元經(jīng)營是提高產(chǎn)業(yè)多重保險能力、促進業(yè)務可持續(xù)發(fā)展的重要手段。首先，是向上下游拓展，打造自辦會議IP。以主辦商業(yè)會議活動為載體，從會議策劃、商業(yè)招商、會議搭建、會議執(zhí)行、場地服務、獎勵旅游等方面入手，依托周邊市場，打造商業(yè)活動策劃和運營管理標準，拓寬公司營收渠道，孵化新興業(yè)務，形成新的增長極。已自主策劃并打造中國（重慶）國際會議發(fā)展大會、“食”尚歸來廚藝大賽、悅來國際設計論壇等多個自辦IP。通過“線上+線下”雙線會議的模式，已累計吸引線上約3380萬人次觀看量。

Firstly， expand the upstream and downstream in MICE industry， and organize conferences instead of only providing venue services. Until now， we successfully organized Chongqing International Meeting Development Conference of China （CIMDC）， Yuelai Design International Forum，“Shi Shang Gui Lai”Cooking contest and Chongqing Reading Club. The conferences above attract more than 33 million online audiences.

其次，是拓展產(chǎn)品線，投資關聯(lián)產(chǎn)業(yè)。2020年疫情期間，投資引入網(wǎng)紅火鍋、重慶火鍋“排隊王”——珮姐老火鍋品牌，從裝修風格、文化植入、菜品設計等方面入手，將其打造成為會議商務接待的配套餐廳，立足地域的特殊標志，展示重慶傳統(tǒng)特色文化。同時，與周邊社區(qū)聯(lián)動開展“星級酒店便民服務進社區(qū)系列活動”，將餐飲產(chǎn)品、星廚到家、到家清潔等產(chǎn)品推入社區(qū)，提升企業(yè)現(xiàn)金流。此外，借助場館運營優(yōu)勢、管理團隊優(yōu)勢和資源整合優(yōu)勢大力拓展品牌管理輸出項目。

Secondly， invest correlative businesses of MICE. In 2020， we invested to re-decorate our hot-pot restaurant， and invited a famous local hot-pot brand “Pei Jie”to manage this restaurant. In the meantime， we provided prepared food， cooking on call， and cleaning service to residents of community nearby. Of course， one of our business is the Management Exportation of exhibition halls and hotels.

以“產(chǎn)業(yè)協(xié)同”為Z軸，促進高質量發(fā)展

最近，中共中央、國務院發(fā)文部署建立全國統(tǒng)一大市場，大市場需要政府、社團、企業(yè)之間更多的交流和協(xié)同，可以期待會展市場會迎來一個巨大的發(fā)展機遇。楊薇認為，在這一背景下更要加強協(xié)作、整合資源，共同推動行業(yè)進步。悅來溫德姆酒店聯(lián)合悅來國際會展城周邊20公里范圍內的70余家星級酒店，組建悅來會議酒店聯(lián)盟，為展會主辦方提供不同檔次的住宿酒店推薦，通過整合客戶資源、供應鏈條、推廣渠道等手段，形成重慶會議酒店綜合服務提供商。同時，在成渝地區(qū)雙城經(jīng)濟圈的大背景下，成渝會展企業(yè)聯(lián)動成立成渝會展聯(lián)盟，推進會展產(chǎn)業(yè)的強鏈、補鏈，通過產(chǎn)業(yè)鏈整合、多元化聚合和創(chuàng)新資源優(yōu)化組合，合力打造成渝會展經(jīng)濟產(chǎn)業(yè)帶。

A great opportunity for the MICE market requires communication and cooperation closely among government， associations and corporations. Therefore， to strengthen effective cooperation， to integrate resources， and to focus on cooperation are the solutions. In 2019， the Alliance of conference and hotel of Yuelai was founded， and we united more than 50 starlevel hotels and cooperate towards a common goal that we integrate hotel resources and provide organisers and guests a more convenient way to book hotels， and now， there is more than 70 hotels in the alliance. In the meantime， thanks to the “Chengdu-Chonqging economic circle”， we cooperated with MICE corporations in Chengdu to create the Chengdu-Chonqging Convention and Exhibition Alliance. The alliance mainly focuses on the communication， resource integration and business diversification for corporations of Chengdu-Chonqging MICE industry.

增強自身抗風險能力，優(yōu)化業(yè)務模式，打造核心競爭力。才能在易變和復雜的環(huán)境中“突圍”。重慶悅來國際會議中心期待與您共創(chuàng)未來，共筑美好。