KES - Makeover
The value of a buyer at an exhibition is similar to that of the export value of two mid-sized cars. The costs a buyer incurs as hotel fees, service fees and transportation fees are approximate in value to that of an export. The government of cities such as Las Vegas, Berlin and Barcelona provide free public transportation and adjust concert dates of orchestras during exhibitions in hopes of creating a close relationship with the buyers.
The Korea Electronics Show, which boasts a 40 year history, had a major makeover last year. With the implementation of the internet and entering of large department stores, the Korea Electronics Show went through troublesome times, trying to figure out its place in the market place alongside other companies and exhibitions. Last year, the Korea Electronics Show implemented a value chain centered approach and has so far received much of the spotlight from clients and buyers from both in and out of the country who are waiting for chance to participate.
Web 2.0 and the Korea Electronics Show
The recent iPhone trend can be explained as the result of a social phenomena.
The iPhone has started a new, large scale "long tail" ecosystem that selects its target by solving the social problems between people. An exhibition is a marketplace that represents numerous interests. The marketplace must not only be able to provide goods at minimal costs but also be able to provide current trends and insights about future investments to research developers and CEOs. In addition, an exhibition must also provide future directions and goals of businesses to policy developers. Last year, the Korea Electronics Show had a makeover from a vertical concept of a "Trade Show" to a horizontal concept of a "Value Chain" which exhibits research and development, design, production and circulation. Instead of focusing on the product itself, the exhibition concentrates on design, research and development, content and circulation by dividing up the exhibition halls by different themes. In addition, by introducing next generation computing, digital broadcasting and 3D technology the Korea Electronics Show has seen great success.
Creation of Large Ecosystems
Last year, the Korea Electronics Show hosted an exhibition under the slogan of "The future of Korea has always started with Korea Electronics Show (KES)." The exhibition introduced themes of 3D expo and Green Tech and thus opened new horizons. The 3D movie Avatar became a great hit that can be matched by the smartphone. The Korea Electronics Show had already introduced this technology a year ago at its exhibition as Skylife broadcasted 3D for the first time ever. In addition, small businesses like, 'Red Rover' took part in the production of Avatar and other English animation broadcasting channels and eventually turned out to become a worldwide star company in the field of 3D.
Moreover, with the introduction of the 'Green PC Cafe' and cloud computing at the Green Tech exhibition and 2013 digital broadcasting at the digital broadcasting exhibition, Korean businesses have made a successful debut to the field of broadcasting systems and equipment businesses that has long been dominated by Japan.
Local Marketplace
An exhibition offers more value than there is to be seen. Exhibitions provide an opportunity for participants to make contact with the local atmosphere and its national brand. In the case of Korea, Samsung rose to first and second place in terms of E-business last year. These companies have an intangible asset, "IT Korea," and thus raise the importance of local exhibitions. Since last year, the Korea Electronics Show has invested funds into overseas road shows and to attract agents.
It is a near impossible task for local small businesses to meet purchasing managers from multinational corporations like 'Haier' and 'Philips.' Even if they do meet these purchasing managers, they would have to deal with business trips, interpretations and hosting. There is much to be incurred. Starting from last year, the Korea Electronics Show has invested more than half of its funds to invite buyers from large companies. In addition, the Korea Electronics Show also deals in trade consultation at the spot.
We must not send our companies overseas anymore. Our companies have the knowledge and technological depth to do business in Korea. The time has come when our businesses can meet global manufacturing companies like Matsushita, Philips, Haier in Korea along with the global distributors like HUAQIANGBEI of China and Wal-Mart.
This year, the Korea Electronics Show will strengthen its marketplace function and the 'Show in Show' concept so that not only participants and buyers but also many of those interested can solve their differences and build a new ecosystem together.
