Exhibitor Survey Report -SZJ2019 · Top 3 differences: • Wholesaler decreased 20.58% • Retailer...

Exhibitor Survey Report

-SZJ2019

0

China International Gold, Jewellery & Gem FairSHENZHEN 2019

Information Classification: General

SZJ19- Exhibitor survey report 1

59.80%

11.27%

7.35%

18.14%

40.20%

4.90%

12.25%

2.94%

9.31%

4.41%

54.41%

21.57%

8.82%

34.80%

60.78%

6.86%

17.16%

18.63%

2.45%

0.00%

制造商/供货商 Manufacturer/Supplier

出口商 Exporter

进口商 Importer

零售商 Retailer

批发商 Wholesaler

代理商 Buying Agent

珠宝行业协会宝石化验所/宝石专家 Gem …

行业刊物 Publication

珠宝设计师 Jewellery Designer

新媒介资源 New resources

2019 2018

参展商企业性质 Nature of Business

Top 3 differences:• Wholesaler decreased

20.58%• Retailer decreased 16.66%• Manufactures increased

5.39%

• These difference may reflect the industry trend changed, and the show lost part of wholesalers exhibitors.

• However, “new resources” exhibitors were the new concept of SZJ19, so it got 4.41% increased compared with 2018



Customer Satisfaction (CSAT) Score

0.98% 0.98% 2.45% 3.43%

5.39%

15.20%

13.73%

15.69%18.14%

5.88%

18.14%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

0 1 2 3 4 5 6 7 8 9 10

2019 2018

CSAT 2018

5.8

CSAT 2019

6.85

Score 0 1 2 3 4 5 6 7 8 9 10 平均分

number 2(0.98%) 2(0.98%) 5(2.45%) 7(3.43%) 11(5.39%) 31(15.2%) 28(13.73%)

32(15.69%)

37(18.14%)

12(5.88%) 37(18.14%)

6.85

0%

10%

20%

30%

0 1 2 3 4 5 6 7 8 9 10

new retainer

CSAT - retainer

6.68

CSAT – new exhibitor

7.23 • The general CSAT Score increased 1.05, means the exhibitors satisfied with the show. This score was relevant to the visitor numbers, as we had 15% increased compared with 2018



Loyalty Score

0.98%2.94% 3.92%

1.47%

4.41%

20.59%

7.35%

11.76%17.65%

8.33%

20.59%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

0 1 2 3 4 5 6 7 8 9 10

2019 2018

Loyalty 2018

6.1

Loyalty 2019

6.84

0.00%

10.00%

20.00%

30.00%

0 1 2 3 4 5 6 7 8 9 10

new retainer

Loyalty – new exhibitor

7.06Loyalty - retainer

6.74

0 1 2 3 4 5 6 7 8 9 10 Avg

Not at all likely

2(0.98%) 6(2.94%) 8(3.92%) 3(1.47%) 9(4.41%) 42(20.59%) 15(7.35%) 24(11.76%) 36(17.65%) 17(8.33%) 42(20.59%) 6.84

• The general Loyalty Score increased as well, and the score of new exhibitors was higher than retainers. It means it may have a better rebooking rate of 2019



Net Promoter Score (NPS)

0 7 3.43%

1 3 1.47%

2 5 2.45%

3 13 6.37%

4 9 4.41%

5 35 17.16%

6 20 9.80%

7 25 12.25%

8 33 16.18%

9 15 7.35%

10 39 19.12%

NPS

2018 -44

2019 -18.63

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

0 1 2 3 4 5 6 7 8 9 10

• NPS increased pretty good, increased25.37, it was consistent with CSAT, Loyalty performances.



Net Promoter Score (NPS) – new vs retainer

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

0 1 2 3 4 5 6 7 8 9 10new retainer

NPS of 2019

New -9.23

Retainer -23.03



Business Breakdown - CSAT, Loyalty,NPS

Exhibitor number

CSAT2019 Loyalty NPS

制造商/供货商 Manufacturer/Supplier 122 6.88 6.89 -21

进口商 Importer 15 5.47 5.73 -40

出口商 Exporter 23 6.3 6.43 -30

批发商 Wholesaler 82 6.59 6.63 -22

代理商 Buying Agent 10 6.4 6.5 -10

零售商 Retailer 35 6.86 7.06 -6

珠宝设计师 Jewellery Designer 19 6.89 7.05 -5

百货/连锁店 Department / Chain Store 2 4 4.5 -100

宝石化验所/宝石专家 Gem Laboratory / Gemologist

4 7.25 7.75 0

珠宝行业协会 Jewellery Trade Association 6 7.83 8 17

私人珠宝首饰收藏家 Private Jewellery Collector 5 7.4 7.6 0

行业刊物 Publication 6 8.33 8.83 17

跨界行业（时尚服饰/箱包/美容） Cross-border Industry (apparel /bags/beauty)

9 6.56 5.67 -44

• Designer and retailer satisfied with the show as they had higher CSAT , Loyalty and NPS score

• Manufacturers placed an important part of the show, event NPS is lower than average score, but CSAT & Loyalty score shown they suppose to satisfied with the outcome.

•

• The score of wholesaler was lower than average score , which means they could be promoting negatively in the industry.

• Avg Csat 6.85• Avg Loyalty 6.84• Avg NPS: -18.37



目标客户群体 Target Customers

• 94.12% of the exhibitors targeted trade buyers• 39.71% of them welcome non trade consumers.



目标客户群体 Target Customers - trade

52.08%

47.92%

36.46%

17.19%

5.73%

36.98%

15.63%

13.54%

10.94%

7.29%

5.73%

批发商 Wholesaler

零售商 Retailer

代理商 Buying Agent

珠宝设计师 Jewellery Designer

其他 Others

制造商/供货商Manufacturer/ Supplier

进口商 Importer

出口商 Exporter

百货/连锁店 Department / Chain Store

礼品商店 Gift Shop

邮购公司 /电子订购公司 Mail Order …

2019

2018

• This question required multiple answers.

• The top 3 target customers were “Wholesaler”, “Retailer” and “Manuafacturer/supplier”. And there were a little bit different from 2018. in 2018, the 3rd one was buying agent.



参展商目标市场占比 Market focus

46.08

%

3.92%

50.00

%

2019

国内 Domestic 海外 Overseas

国内外 Both

国外市场占比国内市场占比 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 90总计10 1

20 2

25 1

30 1

35 1

40 2

45 3

50 10

55 2

60 7

65 2

70 14

75 7

80 18

85 2

90 8

总计 81

TOP 1 TOP 2 TOP 3

国内Domestic

深圳Shenzhen

上海Shanghai

北京Beijing

海外（含港澳台）Overseas（including Hong Kong, Macauand Taiwan)

美国USA

印度India

马来西亚Malaysia



参展的目的是否达到 Did you achieve your objectives?

14.22%

13.24%

14.71%

13.73%

18.14%

19.61%

17.65%

10.78%

10.78%

9.80%

13.73%

13.73%

13.24%

13.24%

寻找新买家 Find new buyers

寻找特许经营合作伙伴/代理商 Find franchise partners …

开拓新市场 Explore new markets

推出新产品 Launch new products

建立品牌形象 Brand-building

收集市场讯息 Collect market information

巩固与买家/伙伴的联系 Consolidate contacts with …

0 1 2 3 4 5

30%



请评估对本展览会各项表现的满意程度To what extent are you satisfied with the fair in the following aspects?

17.65%

14.71%

16.67%

24.51%

22.06%

23.04%

25.98%

23.53%

25.49%

12.75%

10.78%

11.27%

20.59%

20.10%

18.14%

15.69%

14.22%

16.18%

商机 Business opportunities

观众流量 Visitor traffic

观众质量 Visitor quality

我司员工的展前服务 Pre-show service of Organiser

我司员工的现场服务 Onsite service or Organiser

展馆设施及服务 Facilities and services of the …

指定的摊位承包商的服务 Official stand contractor(s)

指定的运输公司的服务 Official forwarding agent(s)

布展及撤展安排 Move-in and move-out arrangement

0 1 2 3 4 5



您认为主办单位免费提供的市场推广对贵司的参展表现作用如何? How useful are the following free marketing channels provided by the organizerin promoting your performance at the fair?

18.14%

18.14%

14.22%

15.69%

18.14%

16.18%

19.61%

18.63%

14.71%

15.69%

16.67%

17.65%

网上优先登记 Online priority registration

在本展会网站, 微博，公众号列出贵司资料 Free publicity

of your company's information on the official website, …

电话邀请观众 Tele-marketing for visitors

展前预热活动 Publicity for pre-exhibition events

微信朋友圈广告 WeChat Moments AD

展前发送请柬及短信 Promotional invitations to past

visitors (SMS reminders/invitations and admission …

0 1 2 3 4 5



贵司经常通过下列哪些渠道推广业务的? How often do you make use of the following marketing channels to promote your business?

题目\选项常常使用

All the time

大部分时间Most of the

time

很少Seldom

完全没有Not at all

专业展览会 Trade exhibitions 47.06% 31.37% 19.61% 1.96%

销售代表/代理人 Sales representatives/agents 29.90% 31.37% 23.04% 15.69%

专业印刷刊物 Professional print publications 21.57% 23.04% 30.39% 25%

专业网站 Professional websites 30.88% 24.02% 25% 20.10%

exhibitionsSales representatives

/agents Websites> > > publication



Key Findings

• Generally, CSAT ,loyalty and NPS scores increased, It means exhibitors satisfied with the results

• The top 3 business nature were similar with last edition: manufacturer , retailer, wholesaler. However, the quantity of exporter was decrease.

• The percentage of retainer was decreased compared with 2018. However, the CSAT and loyalty score were good last edition. It means they satisfied with SZJ18, but not intend to exhibit in SZJ19,

IT may reflect that the fair’s is easy to be replaced.

• 94.12% of the exhibitors targeted trade buyers, and 39.71% of them welcome non trade consumers as well. The supply chain and consumption trend is changed, exhibitors accept the changes accordingly.

• Our marketing promotion had a better performance, much more visitors were reached by advertisement, searching engine and social media.



Key Findings

• 50% of exhibitors targeted both domestic and overseas market. And it reflected that domestic market still their priority.

• For the score of visitors’ quality, quantity, and opportunists, exhibitors gave lower score compared with last year even our visitor numbers increased. The same situation occurred in organizer’s services scores, preshow marketing score.

• However, around 53% of exhibitors indicated that they will exhibit again next edition, and 40.6% of them were considering

• From exhibitors’ angel, exhibition still the most effective way to explore their business, following is Sales representatives/agents, B2B websites.

Thank youInforma.com

Presentation title 16

Exhibitor Survey Report -SZJ2019 · Top 3 differences: • Wholesaler decreased 20.58% • Retailer...

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