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As the Effect of COVID-19 Decreases, the Europe B2B Exhibitions Market Will Recover Gradually

B2B Exhibitions means that the organizer conveys corporate information and recommends images through on-site exhibitions and demonstrations. It is a regular public relations activity. B2B Exhibition brings together suppliers and purchaser companies, consultants and the media. Companies will release the latest product information to target consumer groups through the exhibition to attract potential customers and retain existing customers. B2B means business to business instead of to personal customer. The essence of exhibition is to display publicity activities, and its purpose is transaction cooperation, and national exhibitions also carry the important responsibility of policy guidance and international cooperation. Therefore, the depth, breadth, height, durability of exhibition publicity and the convenience and interaction of all parties’ participation will have a great influence on the effect of the exhibition. The industry chain of the exhibition industry is centered on exhibition companies and exhibition venues. It is a chain composed of exhibition organizers and hosts, exhibition service agencies, exhibition agency sales agencies, exhibitors and other factors. Each element on this chain is close. Contact and interaction create greater synergy than a single enterprise. In summary, the exhibition industry has the following characteristics: high efficiency, high linkage, strong orientation, good cohesion, strong professionalism, and great integration.

Types of B2B exhibitions include exhibitor, marketing services, sponsorship and attendee. In an exhibition, the exhibitor is the largest part, and they will showcase their latest products and services to facilitate the discovery of potential customers. The cost of marketing services includes paper, printing, postage, donors, and other costs related to digital media and printed publications. The exhibition host usually signs a long-term sponsorship agreement with the industry association, according to which the industry association recognizes and promotes the market to its members. In addition to providing a platform for large exhibitors to display their products, the main audience of the exhibition is Attendee. For Attendee, participating in the exhibition is one of the fast channels to get the latest products in the industry. B2B exhibitions is a large-scale project management and social event that displays products, art, company image and services. According to different application industries, the B2B exhibitions market is divided into retail, energy, healthcare, business services, and machinery. In 2019, these applications respectively covered a market share of 10.41%、8.39%、15.0%、10.37 and 17.57%.

European B2B Exhibitions Industry Development Trends under COVID-19 Outbreak

The epidemic has spread to more than 40 countries in Europe, and the number of confirmed cases continues to increase. Officials from the European Union and many European countries have recently spoken out, calling on all countries to strengthen cooperation and maintain unity in the fight against the epidemic. Since the outbreak of the new crown pneumonia epidemic, various localities have introduced policies to restrict the cancellation of large-scale events. Since the spread of the epidemic in Europe, European countries have continued to tighten their policies to prohibit gatherings. Most European countries limit the number of gatherings to between 50 and 100 people, which directly leads to the delay or cancellation of European exhibitions. The organizers of the Geneva International Haute Horlogerie Fair cancelled the April event. Swatch canceled the Zurich trade show due to concerns about the coronavirus, and the Geneva International Invention Exhibition has been postponed to September. According to estimates by the German Exhibition Association, in Germany alone, the cancellation of exhibitions as of March 9 will cause direct losses of 890 million euros. If you include many transportation companies, exhibition operations, equipment rental companies, etc. The indirect loss of the exhibition service company was approximately 2.13 billion euros. Therefore, the impact of the epidemic on the B2B Exhibitions industry runs through the entire industry chain.

Short-term cancellation or postponement of exhibitions will have an immediate impact because they will delay scheduled business and revenue. Especially for small and medium-sized service companies, this directly constitutes a survival risk, including exhibition participants (for example, booth builders, logistics, catering and other service providers) and customers (exhibitors and visitors to the exhibition). Small and medium-sized enterprises are the backbone of the European economy and need to be highly valued by the governments and institutions of member states. It is estimated that the B2B market value in Europe in 2020 is 2341.85 million euros, showing a negative growth state, while the global B2B exhibition market value in 2020 is 9353 million euros, a year-on-year decrease of 56.78%, less than half of the market value in 2019.

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European B2B Industry Market Prospect Forecast

Europe is the birthplace of the world\'s convention and exhibition industry. After more than one hundred years of accumulation and development, the overall strength of the European convention and exhibition economy is the strongest and the largest in the world\'s top 20 convention and exhibition centers, of which 13 are from Europe. In this region, Germany, Italy, France, and the United Kingdom are all world-class convention and exhibition industry powers. According to UFI statistics, due to the early start, fierce competition, and high level of service in the European and American exhibition industry, user satisfaction in the United States and Europe are 3.95 and 3.90 respectively, with the highest user satisfaction. Due to the late start of the Asia-Pacific region, venue supply capacity and service levels are limited, exhibition satisfaction is relatively low, and the exhibition level is slightly inferior. The exhibition satisfaction rate was 3.69, which was about 0.3 lower than that of Europe and America. But from another perspective, areas with limited supply have relatively higher overall returns. As the European exhibition market is relatively saturated, and the global exhibition market, especially in emerging market countries, is developing rapidly, to a certain extent, companies will choose to actively expand overseas. This is a good opportunity for the host company to develop in the external market.

In addition, Europe also has new stars in the exhibition industry such as Russia, Spain, and Turkey. Due to historical reasons, Russia\'s exhibitions have a profound impact on the entire Eastern Europe; Turkey, as a bridge connecting Europe, Asia and Africa, can radiate to the three major markets of Europe, North Africa and the Middle East. All these have brought a solid foundation for the development of European B2B Exhibitions. The Europe B2B Exhibitions market is expected to witness a mild growth during the forecast period, As the coronavirus effect decreases, the B2B exhibitions market will recover gradually. The value of B2B Exhibitions markets can be 6412.97 M EUR by 2025. The CAGR of B2B Exhibitions is 22.32% from 2020 to 2025.

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