East-West Questions | Xu Chuanhong: Why does international exhibition become a big stage for human civilization exchange?

(Essential question) Xu Chuanhong: Why does international exhibition become a big stage for human civilization exchange?

　　China News Service, Shanghai, November 5th, title: Why does international exhibition become a big stage for human civilization exchange?

　　——Interview with Xu Chuanhong, professor of Shanghai University of Engineering Science and executive director of China Convention and Exhibition Economic Research Association

　　Author Fan Zhonghua

　　The 4th China International Import Expo (CIIE) opened in Shanghai on November 4.

As the world's first large-scale national exhibition with import as the theme, the CIIE exhibited an area of ​​more than 360,000 square meters, and the number of contracted exhibitors and the number of countries (regions) both set new records.

　　At a time when the new crown epidemic is still pending and the world economy and trade and international order are frequently challenged, why is the global appeal of the CIIE becoming stronger and stronger?

Why has the "Chinese philosophy" of "openness, cooperation and win-win" delivered since the first CIIE win more and more international recognition?

Why are exhibitions that originated from commodity exchanges and fairs become a big stage for human civilization exchanges?

Xu Chuanhong, a professor at Shanghai University of Engineering Science and executive director of the China Conference and Exhibition Economic Research Association, recently accepted an exclusive interview with China News Service on "East and West Questions" to explain this.

The 4th China International Import Expo was held in Shanghai.

Photo by Tang Yanjun

The summary of the interview record is as follows:

Reporter from China News Service: Exhibitions originated from bazaars. With the original intention of commodity exchange and trade, what are the factors that determine the "attractiveness" of an exhibition?

Xu Chuanhong:

Traceable exhibitions actually have three origins.

　　First, it originated from the bazaar. In the earliest barter exchange, it had the characteristics of achieving the purpose of exchange through display and exhibition. With the development of social economy and the expansion of division of labor, it evolved into a bazaar with a fixed time and place.

There are multiple cultural motivations behind this kind of commodity exchange market: first, different tribes display advanced handicraft technology and culture based on this, and exchange and appreciate each other.

Second, the bazaar further promotes the city to become a center of culture, economy, and trade.

　　The second origin is the primitive societal cave murals that can be traced back to many countries around the world. It first appeared 30,000 years ago. It was a concrete manifestation of human culture and art at that time, and it was also a "perennial exhibition" in the history of human exhibitions.

　　The third origin is the festival activities of ancient humans.

It originated from religious beliefs and spiritual needs, and is often based on various competitions and festivals. As religious activities gradually become secularized, folk festivals begin to increase entertainment and business atmosphere.

　　It can be said that from the very beginning, the convention and exhibition included the elements of material civilization and spiritual civilization. The two blended together to form the unique attraction of the convention and exhibition.

From the perspective of modern exhibitions, the "meetings" and missions of viewpoints and cultural exchanges are even far greater than the "exhibitions" presented.

　　Just take the CIIE as an example. Behind the exhibition in just 6 days are more than 2,000 large and small meetings, all over Shanghai, the Yangtze River Delta and even the wider region, and their importance is far more important than the exhibits we have seen.

Reporter from China News Service: For hundreds of years, countries around the world have continued to play political and economic games, but international exhibitions will still attract a large number of countries and enterprises to actively participate. What factors make exhibitions go beyond the boundaries of countries, nations, and ideologies?

Xu Chuanhong: The

reasons are various.

First of all, exhibitions are a concentrated display of the latest development achievements, strengths, images and future prospects of various countries. Modern exhibitions have the meaning of "competitions" when they first appeared in Europe. However, the recognition of other countries or the strengthening of international status through exhibitions have become the reasons why countries are unwilling to be absent. one.

　　For example, the first World Expo held in London, England in 1851 (the "World Expo", hereinafter referred to as the "World Expo") was regarded as the first worldwide exposition by the Western exhibition community.

The background is the industrial revolution that broke out in Europe in the 1860s. As the first country to enter industrialization, the United Kingdom hopes to demonstrate its prosperity as a world factory and its appeal as an "empire that never sets" through the World Expo. Advanced industrial culture and The "Future Vision" was very attractive to many countries at that time.

The British "Times" commented on this: For the first time since the creation of the world, all ethnic groups in the world have mobilized for the same purpose.

　　For now, with the deepening of global integration, behind any worldwide exhibition, there is an invisible international industrial chain as its underlying logic.

The first exhibition is the gathering of people, logistics, and information flow, which is a rare information highland for enterprises; the second exhibition is usually the convergence of the entire industry chain, from which insights into innovative ideas and industrial directions can be generated to produce more diversified and deep cooperation.

To grasp the commanding heights of global innovation, exhibitions provide an irreplaceable platform.

　　It can be said that today, international conventions and exhibitions are a concrete display of the global supply chain, attracting countries and enterprises to participate actively, but it is actually the trend of globalization.

Data map: On November 4, Shanghai, the CIIE mascot "Jinbao" attracted staff to stop and take pictures.

Photo by China News Agency reporter Tang Yanjun

China News Agency reporter: New China has been actively participating in various international conventions and exhibitions, and today it can independently establish international conventions and exhibitions. What kind of changes are involved in this?

Xu Chuanhong:

The changes in conventions and exhibitions in New China have gone from being mainly exhibiting to

equal emphasis on exhibiting and

exhibitions, from focusing on trade and export to both importing and exporting, which reflects the country's road to prosperity.

　　Looking back at history, in the first World Expo in 1851, Shanghai businessman Xu Rongchun sent twelve packs of Husi to participate in the exhibition. At that time, it was not easy to have Chinese products in international exhibitions.

For a long time, domestic products have been proud of winning awards at international conventions and exhibitions. When the Chinese Moutai was mentioned internationally, the product was once more famous than the country.

But as a country, China has no right to speak in international exhibitions.

　　After the founding of New China, the Sugar and Alcohol Fair and the Canton Fair were the two most well-known exhibitions.

The Sugar and Alcohol Fair initially played the role of a supply meeting in the planned economy era, while the Canton Fair was an exchange meeting for export materials and was known as a barometer of China’s foreign trade exports.

Both are based on material circulation and trade.

　　After 1992, China's exhibitions began to enter the international stage.

One of the important signs is the Sino-foreign cooperation in the construction of exhibition venues.

For example, the New International Expo Center in Shanghai was jointly established and jointly controlled by the Pudong New Area Government and the Hannover Exhibition Company of Germany and other three foreign companies.

　　After the new millennium, China's exhibition economy has developed rapidly.

The Shanghai World Expo is a truly large-scale actual combat exercise in China's exhibition industry. It has catalyzed the development of China's exhibition companies and exhibition education. It is of great significance.

At present, the available exhibition area of ​​various professional exhibition halls in China ranks first in the world. In Shanghai alone, there are more than 1,000 exhibitions of various types held annually, ranking first among major convention and exhibition cities in the world.

　　The CIIE is the world’s first large-scale import-themed large-scale national exhibition created in China. It was held at the Shanghai National Convention and Exhibition Center, the world’s largest at the time, which meant that the original significance of this exhibition platform was more powerful China can speak out in the "adversity" of western de-globalization, promote and even lead the world's multilateral exchanges, and jointly build a community with a shared future for mankind.

Data map: The night view of the National Convention and Exhibition Center (Shanghai) is dazzling.

Photo by Yin Liqin

Reporter from China News Service: The CIIE has received positive responses from global companies since the first session. The scale of exhibitors and exhibitors has expanded year after year, and the "re-participation rate" of well-known companies such as the Fortune 500 is extremely high.

Against the background of rising anti-globalization in recent years, what is the unique charm of CIIE?

Xu Chuanhong:

As mentioned earlier, the significance and charm of exhibitions is

not just a few days of exhibitions.

Many international exhibitions have multiple functions, and the most important goal among them is to jointly explore and solve the key problems facing mankind.

　　Therefore, all previous World Expos have a clear theme and slogan reflecting global issues to convey the values ​​of the host country.

The CIIE has set the theme of "New Era, Sharing the Future" since its first session. It was a "difficult time" when the US started a trade war with China. However, China still borrowed the CIIE platform to convey open cooperation to the world. , The belief in sharing the fruits of development, we sincerely invite all countries to join the "Cantata".

At the third CIIE, it was the global economic downturn caused by the spread of the new crown epidemic. This theme was given a deeper connotation, expressing that in a special period, China insists on expanding opening up, and "willing to work with other countries to create Opportunity, the determination and philosophy of solving difficult problems in cooperation.

　　These ideas are the crystallization of Chinese wisdom and the Chinese solutions presented to the changing world.

In fact, "cooperation and win-win" are also the common cognition and needs of all countries and enterprises in the world in the changing situation. Therefore, the Chinese voice has won the consensus.

　　It is precisely because of such an exhibition that China's philosophy of governance, Chinese culture, and development achievements have been intensively displayed. Under the strong stigmatization of China in the West, it has shown the world a real China.

　　Not only that, the CIIE also presents distinctive Chinese characteristics. Its promise and practice of "China's opening door will open wider and wider". It upholds the sustainable development of human society and embodies the "people-oriented" exhibition style. The many details of the "center" thought, its unique innovations such as "365 days never ending" and "making international public products shared by the world" are the highlights and charms.

　　At the same time, as the bridgehead of China's opening to the outside world, Shanghai is a benchmark city for China's five centers of international economy, finance, trade, shipping, and science and technology. It also carries national strategies such as the integration of the Yangtze River Delta.

Taking the CIIE as an opportunity, China's development philosophy and governance wisdom can be personally perceived by the outside world through Shanghai, a representative city, through its business environment, urban governance, smart technology applications and even refined epidemic prevention.

It is precisely because of seeing Shanghai's high degree of inclusiveness and modernization, and seeing the true Chinese wisdom, many exhibitors have gradually improved their development in China and have more confidence in the future.

(over)

　　About the interviewee:

　　Xu Chuanhong is a professor and master's supervisor of Shanghai University of Engineering Science.

Served as executive director of the China Conference and Exhibition Economic Research Association, director of the Convention and Exhibition Education Committee, member of the Convention and Exhibition Academic Committee, executive director of the Conference and Exhibition Committee of the China International Trade Association, and executive director of the China Convention and Exhibition Education Federation; successively served as an expert in the National International Business Exhibition Planning and Management Examination Certification Center , Member of Expert Advisory Committee of Shanghai Convention and Exhibition Industry Association, and Vice President of Shanghai Convention and Exhibition Industry Association.

Published "A Brief History of Modern Exhibition", "Exhibition and Culture", "Sources of Exhibition Creative Design", "Exhibition Planning", "Exhibition Site Service and Management" (Eleventh Five-Year and Twelfth Five-Year National Planning Textbooks) and many other textbooks and books. ; Published dozens of influential research papers on exhibition theory in magazines such as "Decoration".

Won the first prize of theoretical research achievements of the China Conference and Exhibition Economic Research Association.