Shenzhen World gifts a triple treat

China’s largest gift and homeware fair counts as three successful events in a row as world's biggest MICE venue restarts business after Covid lockdowns

CHINA’S largest gifts and home fair show held in the world’s biggest business events venue can claim a hat trick. The event notched up a third record as the first to be staged at the new Shenzhen World Exhibition and Convention Centre since Covid restrictions were eased.

The 28th China (Shenzhen) International Gifts, Handicrafts, Watches & Houseware Fair (Spring Edition) organised by Reed Huabo Exhibitions hosted around 3,500 exhibitors over a show-floor of 160,000 sqm – a 50 per cent increase in scale for the UFI-approved event compared to the 2019 show.

Located next to Shenzhen Bao’an International Airport, Shenzhen World is a mega complex for exhibitions, conferences, performances and sporting events, has boasts 400,000 sqm of exhibition space and 34,000 sqm of conference and meeting space.

The venue has a mission of “leading the accelerated development of the MICE industry in the Greater Bay Area”, the economic region of Guangdong that features the Hong Kong-Macau-Zhuhai Bridge and other infrastructure aimed at harnessing a market of around 70 million people.

Winning Pitch
Due to the Covid-19 outbreak, all events at Shenzhen World came to a halt. About 10 large-scale international events, which had been confirmed to be held in the first half of the year, were rescheduled to the second half.

A State Council of China notification was issued on May 8 and no new locally transmitted cases had been reported in the previous four months. All patients confirmed of infection were reported to be discharged from hospital after recovery.

The Gift & Home Fair was the first show staged at Shenzhen World after the epidemic suspension and occupied eight halls. Products across more than 20 categories were demonstrated and close to a million types of “delicate” gifts on show.

Safety measures
Reed Huabo Exhibitions and Shenzhen World Exhibition and Convention Centre worked closely to prepare a safe exhibiting environment and both gained significant epidemic prevention experience through the event.

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Visitors presented their green travel QR code and accepted infrared temperature measurement, followed by security checks before entering the venue.

Special medical rooms and isolation areas were also set up for epidemic prevention with ambulances waiting on site to ensure immediate response in case of emergency.

Digital tools
New technologies and virtual platforms amplified the effect of the physical exhibition. At the Gift & Home Fair, booth live streaming became a frequently used tool for exhibitors to attract more audience.

The organiser also launched a WeChat mini-program for exhibitors and buyers to maintain 24-hour contact.

Shenzhen World worked on the construction of smart venue, intelligent digital service platform and live streaming space, as well as providing fast and stable internet connections via full 5G signal coverage and sound IT infrastructures.

After several months of suspension, the gift and houseware industry showed a strong desire to resume production and restart business. Organisers say exhibitions have not become cold and cheerless because of the epidemic.

“Prosperity that was seen in past exhibitions reappeared in the exhibitions this time, although it was a shame that international exhibitors and buyers were not able to attend.”

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“By the successful relaunch of such events, the confidence of the exhibitions industry and the MICE industry in China and around the globe has been strengthened. It marks a significant step towards the MICE industry reopening,” a spokesman for Shenzhen World said.

The next global exhibition at Shenzhen World is the 20th China International Automotive Aftermarket Industry and Tuning Trade Fair in July, an UFI-approved event organised by Guangzhou Jiuzhou Tarsus Exhibition.

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