Theme protection for exhibitions in Shenzhen

Theme protection in exhibtions is a major topic for debate in the industry worldwide. As this news article suggests, Shenzhen is taking a surprising lead in establishing a formal, writtten policy:

Subject: FW: Theme protection policy by Shenzhen government
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The Administration of Industry and Commerce of Shenzhen Municipality has recently announced "Notice of Theme Protection for Exhibition Schedule". The new arrangement aims at protecting branded exhibitions with 20,000 sq m and above, including Hi-Tech Fair, cultural expo, Shenzhen Int'l Gifts Fair, machinery fair, and China Watch Jewellery & Gift Fair etc.

The Notice gives the priority of scheduling the above events to Hi-Tech Fair Exhibition Centre. Once these events are scheduled, Hi-Tech Fair Exhibition Centre and Shenzhen Convention and Exhibition Centre are not allowed to schedule exhibitions with the same or similar name and theme 60 days before or 45 days after the scheduled events. Written permission must be obtained from organisers or show mangers of scheduled events if other events want to schedule within the protection period. Spokesman of Administration of Industry and Commerce of Shenzhen Municipality said the Central Government has not formulated any rules and regulations to protect branded exhibitions so far but the Administration found that the exhibition industry was not very disciplined. The spokesman explained that if themed exhibitions were not protected, it would be harmful to those established exhibitions and would cause problems to exhibitors and buyers. Eventually, the exhibitions would not be able to grow due to unhealthy competition. The spokesman said if Shenzhen wanted to build up a reputation of an "Exhibition Hub", the city would need a regulated market.

The Shenzhen Convention and Exhibition Centre is opening soon. A number of new exhibitions with similar theme as established exhibitions are applying tenancy for the same period of time or around that. There are now over 20 exhibition companies in Shenzhen. And it is common that when an exhibition is proved to be successful, new shows with similar theme or name will be seen quickly. The situation becomes serious. The Notice currently protects 16 exhibitions. The Administration will continue to protect other exhibitions of focused industries (those industries named by Municipal government for focused promotion); at the same time the Administration will also try the best to provide a fair environment for exhibitions of non-focused industries.

Industry welcomes the new arrangement and urges Municipal and Central governments to set regulations so as to protect the industry and encourage healthy competition.

Too right that "the situation becomes serious". This is one of the biggest concerns for organisers trying to start or sustain trade fairs in China. Wild West rules have applied and exhibitors and visitors have been, at best, confused if not angry when they find themselves paying good money to be at the wrong fair. It will be interesting to see if other Chinese cities follow suit.