场馆“突围”后疫情时代困局的三维打法

5月24日，中国贸促会商业行业委员会主办的协会管理线上交流会成功举办。本次线上交流会主题为“提振信心，促进疫后会展行业的恢复和增长”。

邀请来自国际和国内专业协会， 国际大会及会议协会（ICCA）， 国际专业会议组织者协会（IAPCO），国际奖励旅游精英协会（SITE）和中国国际商会商业行业商会商务会展产业委员会（CBEIC）的会员代表，分享各自对会议行业协会应该如何面对挑战和机遇，团结会员，加快提升协会的自身创新管理，构建行业协会自身的领导力，为产业发展创造更大价值。

重庆悦来两江国际酒店会议管理有限公司董事长杨薇女士，围绕“场馆能为行业复苏和发展做些什么”专题，发表演讲《场馆“突围”后疫情时代困局的三维打法》。

以“主业深耕”为X轴，促进供给侧变革

新的发展阶段需要有新的发展思路，杨薇认为要提高中国会展的核心竞争力，尤其在后疫情时代深度参与国际竞争，需要从供给侧改革发力，强化核心竞争力。

At present， MICE industry of China has stepped on an new stage of improving quality and efficiency， and venues still play an important part of the MICE industry. In the following part， I am going to talk about how venues play an active role and help the MICE industry get recovery and growth， and my topic is： How to"breaks through" the post-pandemic predicament for venues by using“coordinate system” method.

一方面，是以场馆方为基础打造能与世界一流会r展企业同台竞技的市场主体——大型会展集团，并以此为基础筹办执行大型品牌展会。比如，重庆市委市政府高度重视会展产业，在2018年打造了国家级展会——中国国际智能产业博览会，并已连续举办了四届。另外，重庆还打造了中国西部国际投资贸易洽谈会、中新金融峰会、重庆英才大会等重要展会，这些大会固定落户重庆悦来国际会议中心，我们也深度参与了会议的筹办和执行，助力品牌影响力的扩大。

First， establish a large exhibition group base on the venues which could compete with other international exhibition corporations， and to organise large exhibitions by the group. In 2018， Chongqing Municipal Government organised a national-level exhibition - Smart China Expo， and has been held for four consecutive sessions， even if the impact of the epidemic has not stopped， making the exhibition an important platform for Chongqings economic development transformation， helping Chongqings digital economic development "curve overtaking". In addition， Chongqing Municipal Government also organised important exhibitions like the Western China International Investment and Trade Fair， the China-Singapore Financial Summit， the Chongqing Talents Conference， the Belt and Road International Skills Competition， etc.， and all the conferences above are announced that they are permanent held in Chongqing Yuelai International Convention Center， and we also took part in the event management of these conferences.

另一方面，是以“練内功、蓄动能”为抓手，为复展复会做好充足的准备。在2020年疫情期间，100天时间完成悦来国际会议中心的重装升级和企业VI的焕新升级，完成一个5200平米大宴会厅和两个1000平米大宴会厅的重新装修和艺术化、智慧化改造；新增5个300-500人分论坛会议厅，提档升级后，共计提供51个会议厅室，可使用会议面积1.3万平方米，能同时容纳3万人参会，联动20万平方米室内展馆，可承接各类大型展会。

On the other hand， make sure that there must be sufficient preparation for venues at any time for re-holding conferences in the next few months if the pandemic situation is better. For instance， in 2020， after the pandemic started， we only spend 100 days completed the renovation of Yuelai International Convention Center and the upgrading of our VI system. Completed the re-decoration of a 5200 square meters grand ballroom and two 1000 square meters function rooms， we expanded 5 new conference halls which could hold meeting for 300-500 people. After the upgrading， there are total 51 meeting rooms， and the conference area of the convention center is 13，000 square meters， which can accommodate 30，000 people at the same time， any kind of large exhibition could be held thanks to the easy access to 200，000 square meters of indoor exhibition halls nearby.

重庆悦来国际会议中心也大力推进标准化建设，在已获得ISO9001和ISO22000双体系认证的基础上，重点抓好两项管理体系的优化升级，第一是与食品安全专家合作，常态化开展食品安全精细化提升项目，启用食品快检室和阳光餐饮APP；第二是与国际标准化企业合作，梳理并优化会议项目管理机制，从人员配置、流程再造、绩效激励和系统支撑等方面促进项目经理制落地实施，切实深化“主场服务有亮点，业务板块有拓展，客户口碑有突破”的经营理念。

In addition， we focus on standardization of venues. Firstly， we have got the certification of ISO9001 and ISO2200， secondly， we invited food safety expert to help us improve the food safety level， and start to use the quick food analysis lab and Yangguang food app. Thirdly， we cooperate with international standardization corporation to optimize our project management mechanism for convention center.

以“多元经营”为Y轴，促进业务增值转变

面对疫情影响，杨薇认为多元经营是提高产业多重保险能力、促进业务可持续发展的重要手段。首先，是向上下游拓展，打造自办会议IP。以主办商业会议活动为载体，从会议策划、商业招商、会议搭建、会议执行、场地服务、奖励旅游等方面入手，依托周边市场，打造商业活动策划和运营管理标准，拓宽公司营收渠道，孵化新兴业务，形成新的增长极。已自主策划并打造中国（重庆）国际会议发展大会、“食”尚归来厨艺大赛、悦来国际设计论坛等多个自办IP。通过“线上+线下”双线会议的模式，已累计吸引线上约3380万人次观看量。

Firstly， expand the upstream and downstream in MICE industry， and organize conferences instead of only providing venue services. Until now， we successfully organized Chongqing International Meeting Development Conference of China （CIMDC）， Yuelai Design International Forum，“Shi Shang Gui Lai”Cooking contest and Chongqing Reading Club. The conferences above attract more than 33 million online audiences.

其次，是拓展產品线，投资关联产业。2020年疫情期间，投资引入网红火锅、重庆火锅“排队王”——珮姐老火锅品牌，从装修风格、文化植入、菜品设计等方面入手，将其打造成为会议商务接待的配套餐厅，立足地域的特殊标志，展示重庆传统特色文化。同时，与周边社区联动开展“星级酒店便民服务进社区系列活动”，将餐饮产品、星厨到家、到家清洁等产品推入社区，提升企业现金流。此外，借助场馆运营优势、管理团队优势和资源整合优势大力拓展品牌管理输出项目。

Secondly， invest correlative businesses of MICE. In 2020， we invested to re-decorate our hot-pot restaurant， and invited a famous local hot-pot brand “Pei Jie”to manage this restaurant. In the meantime， we provided prepared food， cooking on call， and cleaning service to residents of community nearby. Of course， one of our business is the Management Exportation of exhibition halls and hotels.

以“产业协同”为Z轴，促进高质量发展

最近，中共中央、国务院发文部署建立全国统一大市场，大市场需要政府、社团、企业之间更多的交流和协同，可以期待会展市场会迎来一个巨大的发展机遇。杨薇认为，在这一背景下更要加强协作、整合资源，共同推动行业进步。悦来温德姆酒店联合悦来国际会展城周边20公里范围内的70余家星级酒店，组建悦来会议酒店联盟，为展会主办方提供不同档次的住宿酒店推荐，通过整合客户资源、供应链条、推广渠道等手段，形成重庆会议酒店综合服务提供商。同时，在成渝地区双城经济圈的大背景下，成渝会展企业联动成立成渝会展联盟，推进会展产业的强链、补链，通过产业链整合、多元化聚合和创新资源优化组合，合力打造成渝会展经济产业带。

A great opportunity for the MICE market requires communication and cooperation closely among government， associations and corporations. Therefore， to strengthen effective cooperation， to integrate resources， and to focus on cooperation are the solutions. In 2019， the Alliance of conference and hotel of Yuelai was founded， and we united more than 50 starlevel hotels and cooperate towards a common goal that we integrate hotel resources and provide organisers and guests a more convenient way to book hotels， and now， there is more than 70 hotels in the alliance. In the meantime， thanks to the “Chengdu-Chonqging economic circle”， we cooperated with MICE corporations in Chengdu to create the Chengdu-Chonqging Convention and Exhibition Alliance. The alliance mainly focuses on the communication， resource integration and business diversification for corporations of Chengdu-Chonqging MICE industry.

增强自身抗风险能力，优化业务模式，打造核心竞争力。才能在易变和复杂的环境中“突围”。重庆悦来国际会议中心期待与您共创未来，共筑美好。