China International Gold, Jewellery & Gem Fair Shenzhen Exhibitor Survey Report

China International Gold, Jewellery & Gem Fair Shenzhen Exhibitor Survey Report

Survey Summary Total number of exhibitors 332 Total number of collected onsite survey 219 Onsite survey response rate 66% [219/332] Total number of online survey successfully sent out 272 Total number of collected online survey 4 Online survey response rate 1.5% [4/272] Total number of collected survey (onsite + online) 223 Overall response rate 67% [223/332] SZJ16 Exhibitor Survey Report 2

Exhibitors nature of business(es) Number of Respondents: 218 Number of Respondents: 332 Manufacturer/Supplier Wholesaler Exporter Importer Retailer Jewellery Association/ Institue Publication Jewellery Designer Gem Laboratory / Gemologist Buying Agent Private Jewellery Collector Mail Order-House / E-Tailer Gift Shop Department / Chain Store 5% 3% 0% 3% 3% 2% 3% 0% 0% 1 53% 5 6 70% 0% 40% 60% 80% The top three business nature of SZJ16 exhibitors are manufacturer/supplier, Wholesaler and exporter. Exhibitors may carry more than one business natures, therefore the overall percentage exceed 100%. SZJ16 Exhibitor Survey Report 3

Is your company a first-time participant in this exhibition? Number of Respondents: 200 Number of Respondents: 325 30.5% [61] 30% [97] 69.5% [139] 70% [228] First-time Repeated First-time Repeated The Shenzhen Fair attracts new exhibitors every year. It indicates that Shenzhen is an active jewellery market, where jewellery traders will look for business opportunities via trade fair platforms. The Fair is re-scheduled to April since to avoid deciding the fair dates depends on the Chinese New Year dates every year. The movement allows exhibitors to plan in advance, thus might help to retain a relatively high % of repeated exhibitors. SZJ16 Exhibitor Survey Report 4

How did you learn about this exhibition? Number of Respondents: 190 Number of Respondents: 296 Word of mouth / Referral from industry friend 30% 3 Organiser s email 16% 26% Organiser s Website 1 22% Organiser s printed mail Advertisement 15% 1 18% 1 At other exhibitions 6% Search engine Social media platform Others 0% 30% 40% Options Social media platform and Search engine are newly added in surveys WOM/ Referral remained number one indicates the results of previous edition did help in spreading the goodwill. Organiser s email increased significantly as the second important channel. Exhibitors who learnt the Fair at other exhibitions are mainly from the fairs in Hong Kong. SZJ16 Exhibitor Survey Report 5

How did you learn about this exhibition? [Based on exhibitors who learnt about the fair from advertisement] Number of Respondents: 23 Number of Respondents: 7 Mass Media 2 46% Trade Publications 43% 7 Outdoor Advertising 1 0% 40% 60% 80% Mass Media surpasses Trade Publication to rank number one this year. The result indicates that the advertising program of has contributed to the Fair s exposure. SZJ16 Exhibitor Survey Report 6

How did you learn about this exhibition? [Based on exhibitors who learnt about the fair from search engine] Number of Respondents: 8 Number of Respondents: N/A Baidu 60% Google Bin Yahoo 0% Sogou 0% 0% 40% 60% 80% Baidu is the dominant search engine than Google and Bin, which is reasonable for the Fair that most of the exhibitors are from the mainland. SZJ16 Exhibitor Survey Report 7

How did you learn about this exhibition? [Based on exhibitors who learnt about the fair from social media platform] Number of Respondents: 7 Number of Respondents: N/A WeChat 88% Weibo LinkedIn Twitter 0% Facebook 0% 0% 40% 60% 80% 100% WeChat is the dominant social media platform, which is reasonable for the Fair that most of the exhibitors are from the mainland. The result also confirms the effectiveness of the team s WeChat promotion effort. SZJ16 Exhibitor Survey Report 8

Which market(s) is your company is focus on? Number of Respondents: 209 Domestic China Market 52% [108] 45% [94] Overseas Market (Other than mainland China) Both (mainland China and overseas markets) 3% [7] Distribution between mainland China and overseas markets [Based on exhibitors who focus on both mainland China and overseas markets] The Percentage for Overseas Market 33% 22% 32% 3% The Percentage for Domestic China Market 8% 8% 35% 38% 1 0% 40% 60% 80% 100% 2-40% 4-60% 6-80% 8 Exhibitors are tend to focus on the domestic China market. SZJ16 Exhibitor Survey Report 9

Which are your current (geographical) and new target (geographical) in Domestic China market? Current Target New Target Number of Respondents: 104 Number of Respondents: 45 Shenzhen 68% Shenzhen 42% Beijing 60% Beijing 2 Shanghai 5 Shanghai 18% Guangzhou 28% Guangzhou Dongguan 5% Chengdu 7% Others 3 Others 36% 0% 40% 60% 80% 0% 40% 60% In terms of cities, Shenzhen, Beijing and Shanghai are not only the current targets of most respondents, but also the target markets in the coming future. These three traditional jewellery markets are still active among the domestic China markets. Other current targets include:- Tianjin, Chongqing, Hangzhou, Jinhua and Wenzhou in Zhejiang; Panyu and Zhuhai in Guangdong; Chengdu in Sichuan; Shenyang and Dalian in Liaoning; Jinan and Qingdao in Shandong; Kunming in Yunnan; Wuhan in Hubei; Zhengzhou in Henan; Fuzhou in Fujian; and Harbin in Heilongjiang. Other new targets include:- Tianjin, Chongqing, Hangzhou, Wenzhou and Yiwu in Zhejiang; Shenyang in Liaoning; Qingdao in Shandong; Nanjing in Jiangsu; Changchun in Jilin; Shijiazhuang in Hebei; Panyu in Guangdong; Zhengzhou in Henan; Xian in Shaanxi; Ruili in Yunnan; and Urumqi in Xinjiang Uyghur Autonomous Region. SZJ16 Exhibitor Survey Report 10

Which are your current (geographical) and new target (geographical) in Overseas (Other than mainland China) market? Current Target Number of Respondents: 35 New Target Number of Respondents: 25 The United States Hong Kong Japan Australia Korea Malaysia 1 1 1 26% 43% Hong Kong The United States Italy Dubai Indonesia 8% 16% 16% Singapore 1 Japan India Indonesia Italy Turkey Vietnam Others 57% Korea Taiwan Thailand United Arab Emirates UK and Northern Ireland 0% 40% 60% 0% The United States and Hong Kong ranked top two in both current and new target. Other current targets include:- Dubai, Thailand, UK and Northern Ireland, Algeria, Belgium, Brazil, Dominica, Germany, Israel, Mexico, Myanmar, Russian Federation, Saudi Arabia, Spain, Switzerland, Syrian Arab Republic and Taiwan. SZJ16 Exhibitor Survey Report 11

To what extent have your objectives for exhibiting in this exhibition have been achieved? (N/A ; 1 = Did not achieve at all ; 5 = Fully achieved) Number of Respondents: 184 Response Count Find new buyers 27% 22% 2 8% 6% 171 Find franchisers partners / agents 2 18% 7% 6% 27% 153 Explore new markets 25% 2 1 1 167 Launch new products 23% 15% 27% 7% 18% 162 Brand-building 2 2 27% 1 160 Collect market information 23% 1 27% 163 Consolidate contacts with buyers/ business partners 18% 1 26% 1 159 0% 40% 60% 80% 100% 1 (Did not achieve at all) 2 3 4 5 (Fully achieved) N/A Collect market information and Consolidate contacts with buyers/ business partners are two most important objectives for exhibiting in SZJ, followed by Brand-building and Launch new products. SZJ16 Exhibitor Survey Report 12

To what extent have your objectives for exhibiting in this exhibition have been achieved? (N/A ; 1 = Did not achieve at all ; 5 = Fully achieved) Number of Respondents: 184 Number of Respondents: 316 Comparison of combining responses of Rating 4 and Rating 5 Find new buyers Find franchisers partners / agents Explore new markets 1 1 12% 15% Launch new products Brand-building 2 Collect market information Consolidate contacts with buyers/ business partners 1 23% 23% 0% 5% 15% 25% Collect market information, Consolidate contacts with buyers/ business partners and Brand-building are objectives had significant increase in level of achievement. SZJ16 Exhibitor Survey Report 13

To what extent are you satisfied with the exhibition in the following aspects? (N/A ; 1 = Not satisfied at all ; 5 = Extremely satisfied) Number of Respondents: 183 Response Count Business opportunities 26% 3 1 12% 5% 7% 172 Visitor traffic 35% 2 15% 7% 173 Visitor quality 2 23% 2 3% 170 Pre-show service of organiser 15% 15% 23% 27% 15% 5% 170 Onsite service of organiser 16% 1 2 26% 16% 174 Facilities and services of the exhibition centre 16% 18% 23% 27% 12% 172 Official stand contractor(s) 23% 25% 8% 162 Official forwarding agent(s) 12% 16% 23% 1 15% 148 Move-in and move-out arrangement 16% 1 26% 28% 6% 158 0% 40% 60% 80% 100% 1 (Not satisfied at all) 2 3 4 5 (Extremely satisfied) N/A Exhibitors are satisfied with our onsite service the most, followed by the pre-show service of organiser. Both facilities and services of the exhibition centre and the move-in & move-out arrangement ranked third. SZJ16 Exhibitor Survey Report 14

To what extent are you satisfied with the exhibition in the following aspects? (N/A ; 1 = Not satisfied at all ; 5 = Extremely satisfied) Number of Respondents: 183 Number of Respondents: 317 Comparison of combining responses of Rating 4 and Rating 5 Business opportunities Visitor traffic Visitor quality Pre-show service of organiser Onsite service of organiser Facilities and services of the exhibition centre Official stand contractor(s) Official forwarding agent(s) Move-in and move-out arrangement 1 2 28% 42% 37% 43% 35% 38% 3 35% 3 3 3 38% 3 0% 40% 60% The quality of Organiser s service (pre-show and onsite) is recognised among exhibitors, indicated by the high satisfactory level in both and. The level of satisfaction has improved in areas of Move-in and out arrangement and facilities and services of the exhibition centre. SZJ16 Exhibitor Survey Report 15

Please select the exhibition that you rate most important for your company. (Please tick only one) Number of Respondents: 130 Number of Respondents: 213 September Hong Kong Jewellery & Gem Fair (Sept) Hong Kong International Jewellery Show (Mar) June Hong Kong Jewellery & Gem Fair (Jun) JCK Las Vegas Show (May) Jewellery & Gem Fair Europe (Mar) Vicenzaoro Winter (Jan) BaselWorld Fair (Mar) Inhorgenta (Feb) Other exhibitions 6% 3% 2% 2% 2% 0% 2% 66% 68% 0% 40% 60% 80% The September HK Jewellery & Gem Fair remains the most influential one among others. The importance of the June HK Jewellery & Gem Fair dropped from to 6%. It could be an impact of the expansion of TDC s March Show, in which consumed many purchasing initiative in the beginning of the year. SZJ16 Exhibitor Survey Report 16

Please select the exhibition in China that you rate most important for your company. (Please tick only one) Number of Respondents: 148 Number of Respondents: 251 Shenzhen International Jewelry Fair 4 76% China International Jewelry Fair (Beijing) 26% 4 China International Gold, Jewelry & Gem Fair Shenzhen 26% China International Gold, Jewelry & Gem Fair Shanghai Jewelry Shanghai Hangzhou International Jewellery and Gem Fair Other exhibitions 6% 12% 8% 2% 0% 40% 60% 80% 100% Shenzhen Int l Jewelry Fair remains the most influential jewellery trade fair in the mainland, while the China Int l Jewelry Fair in Beijing ranked the second. The SZJ remains the third for both and. Hangzhou Int l Jewellery and Gem Fair is suspended in until further notice. SZJ16 Exhibitor Survey Report 17

What are your plans for participating in this exhibition next year? Number of Respondents: 166 Number of Respondents: 291 50% 53% 3 38% 1 Preferences between booth sizes [Based on exhibitors who will participate the next edition] 0% 40% 60% 80% 100% 100% 80% 77% Will participate May participate Will not participate Both choices of may participate and will not participate increased. The slowdown/ uncertainty of the mainland jewellery market is one of the important factors that affects the rebooking in next edition. Visitor traffic and Fair schedule are other key factors to influence the exhibiting decisions. There is also a decrease in buying larger booth, whereas a increase in same size booth. It indicates that exhibitors still considers the Fair in their year-round calendar, but being more conscious in spending money. 60% 6 40% 0% 30% 6% Larger booth size Same booth size Smaller booth size SZJ16 Exhibitor Survey Report 18