Case Studies

JTB Shanghai Provides One-Stop Solution for Energizing Beauty Industry Exhibition in China for 4,000 Attendees

Client :Japanese hair care products manufacturer

Industry :Cosmetics

Participants :Around 4,500

Destination :Shanghai, China

Period :May 2023

# Case Studies
# Event Solution
# Trade Shows
# Asia
# China

Summary

Organizing large product exhibition for over 4,000 attendees in China
Navigating difficulties in negotiation and preparation specific to the Chinese business market
Resolving problems with the knowledge of staff familiar with local conditions
Delivering great success and recognition

Objectives

The client was a Japanese manufacturer of hair care products, focusing on hair care, skin care, and makeup cosmetics, with China offices in Shanghai, Beijing, and Chengdu. For five years before the COVID-19 pandemic, we had been working together holding exhibitions for barbershop and beauty salon managers, distributors, and Chinese designers who dealt with the company's products.

However, the pandemic at the beginning of 2020 forced a hiatus. The theme of 2023's event, the first to be held since China opened again, was called “NEXTAGE.” The positive message conveyed moving toward the future despite the hard times faced by beauty industry managers and related parties. The exhibition was planned to last only one day. We were a one-stop solution for the client, handling all exhibition design, arrangements, construction, and operation.

In addition to the product exhibits, events were planned for the day, including beauty influencers as guest speakers, enabling us to use our overall marketing skills to promote the exhibition.

Challenges

The biggest challenge was finding a large exhibition hall that would accommodate around 4,500 attendees. Trust and personal connections are important in Chinese business, and a proven track record and name recognition in MICE business matters.

Firm negotiating skills were needed to secure a venue on the desired date. In addition, further regulations and procedures for large events had been introduced in China since the pandemic, hurdles we knew to expect during the planning process and as we progressed. Another situation unique to the Chinese business market was the short period between consultation, proposal, planning, and execution. It was necessary to efficiently contact, coordinate, and make arrangements with all related parties with the speed and straightforward, clear style of negotiation characteristic of business in China.

From the design of the exhibition hall to construction work, communication with attendees, and progress leading up to and on the day of the exhibition, JTB Shanghai made a concerted effort to succeed.

Key Points

Efficiently executing huge tasks in a short time
Complying with post-COVID-19 pandemic regulations and procedures
Asking beauty industry experts to speak as a highlight of the exhibition
Designing venue based on target demographics and Chinese culture

Solutions

The key to the success of this challenging project was our Chinese team in Shanghai, who had spent many years building their careers at Japanese event companies. Their deep understanding of Chinese business culture with a Japanese perspective made them ideal for the task. The results they produced greatly exceeded our client's expectations.

Arranging a venue holding more than 4,000 people

Finding a venue was the most difficult challenge. Drawing on our trusted and solid network cultivated over many years in the MICE business in China, our team approached Japanese hotel groups and managers of major Chinese companies. Although normally difficult to arrange, our network led us to a large exhibition hall perfect for our requirements and would serve as our venue.

Licensing applications are handled promptly and courteously

We expected acquiring a license for the exhibition to be difficult due to post-pandemic regulations and procedures. Many applications had to be filed and processed as well as obtaining the personal information of approximately 4,500 attendees. We organized the tasks and procedures required for the applications and arranged a schedule allowing us to obtain permission in the shortest possible time. Individual applications were submitted to the relevant departments for event management, ticket management, and security systems for Chinese ministries and agencies, and standardized invitations were quickly formatted and shared.

Negotiating for maximum product appeal

Two influential experts in the beauty industry in China were selected to speak at the exhibition and were to be the main attraction. However, negotiations proved difficult due to the budget not covering performance fees and their lack of speaking experience at such events. We carefully communicated our goal for the exhibition during negotiations so there would be no misunderstanding, and offered the maximum support we could provide. After hearing how we could help and how the exhibition would help beauty professionals during these trying times, they agreed to participate.

Providing high-quality one-stop solutions

From the design and decoration of the exhibition booths and displays to how attendees navigate the venue, our team kept a close eye on every detail. Applying attractive product presentations and methods developed over five years of organizing events for this market, we created an event that strongly stimulated the sensibilities of those who worked in the hairdressing industry.

Conclusion

Our prompt negotiations and quality one-stop solutions made this post-pandemic exhibition in China a great success. There was a positive response from attendees who saw the company's latest products and technologies, and the guest speakers proved to be a satisfying high point. Based on the success of the 2023 exhibition, we formed a reliable partnership with the client who also requested a similarly sized exhibition for September 2024. One of our great strengths is our Chinese team who are well versed in local conditions, negotiation styles, and who possess a Japanese mindset in terms of attention to detail.

China has a unique business environment where speed and responsiveness are required. Therefore, a company that can provide Japanese consultation is a reassuring ally when organizing large-scale events overseas. JTB combines the attentive support of a Japan-affiliated company with the flexibility of our local offices worldwide. As a reliable partner for MICE-related services, we promise to deliver great success to your project.