Sysoeva T.L., Popova O.I. THE HYBRID EXHIBITIONS AND FAIRS AS A FORMAT OF CHINA’S EXHIBITION AND FAIR ACTIVITIES
DOI: https://doi.org/10.15688/ek.jvolsu.2025.1.15
Tatiana L. Sysoeva
Candidate of Sciences (Economics), Associate Professor, Department of Marketing and International Management, Ural State University of Economics, 8 Marta St, 62, 620014 Yekaterinburg, Russian Federation, This email address is being protected from spambots. You need JavaScript enabled to view it. , https://orcid.org/0009-0001-0123-5181
Olga I. Popova
Candidate of Sciences (Sociology), Associate Professor, Department of Marketing and International Management, Ural State University of Economics, 8 Marta St, 62, 620014 Yekaterinburg, Russian Federation; Associate Professor, Department of Personnel Management and Sociology, Ural State University of Railway Engineering, Kolmogorova St, 66, 620034 Yekaterinburg, Russian Federation, This email address is being protected from spambots. You need JavaScript enabled to view it. , https://orcid.org/0000-0001-9954-4259
Abstract. The article explores the nature of exhibition and fair activities, identifying the distinct characteristics of the concepts of “trade show” and “exhibition.” Among the common features are the multi-component nature and the presence of a specified time frame for the event. The research reveals that a trade show is focused on direct sales, while an exhibition aims to raise awareness and increase knowledge of products and technologies. Both methods can be utilized to examine market conditions. The article presents the features of events with a hybrid format, which have become increasingly popular as they allow participants to connect with potential partners and showcase their products remotely, without the need for physical movement. The components of this hybrid format include a virtual exhibition, an online communication platform, an online catalog, online broadcasting, and an offline event. Virtual reality technology is becoming an essential component of the hybrid event format, enabling the creation of engaging content through visualization and gamification. This allows visitors to experience a unique opportunity to learn about products and their usage. An analysis of the exhibition and trade fair industry in China was conducted, revealing the scale of these events and the availability of advanced digital technology. A comparative analysis between the Canton Fair and East China Fair is presented. The advantages of the Canton Fair include the virtual exhibition, which takes place over a six-month period; the availability of online services to help participants find partners; and the provision of virtual meeting rooms for B2B negotiations.
Key words: exhibition and fair activities, online format, offline format, hybrid exhibition, hybrid fair, Canton Fair, East China Fair, China.
THE HYBRID EXHIBITIONS AND FAIRS AS A FORMAT OF CHINA’S EXHIBITION AND FAIR ACTIVITIES by Sysoeva T.L., Popova O.I. is licensed under a Creative Commons Attribution 4.0 International License.
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