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探秘國際農(nóng)機(jī)展——線上展會漸成熟 “線上＋線下”成趨勢

2021-10-25 08:42:02 來源：CAMDA 閱讀量：20468 評論

導(dǎo)讀：期待已久的2021中國國際農(nóng)機(jī)展就要于10月26日在青島市西海岸新區(qū)(黃島區(qū))舉辦了。被譽(yù)為我國農(nóng)機(jī)行業(yè)“晴雨表”的國際農(nóng)機(jī)展，歷年來在帶動我國農(nóng)機(jī)事業(yè)發(fā)展的進(jìn)程中有著舉足輕重的地位。

　　【農(nóng)機(jī)網(wǎng) 會展快訊】 期待已久的2021中國國際農(nóng)機(jī)展(以下簡稱“國際農(nóng)機(jī)展”)就要于10月26日在青島市西海岸新區(qū)(黃島區(qū))舉辦了。被譽(yù)為我國農(nóng)機(jī)行業(yè)“晴雨表”的國際農(nóng)機(jī)展，歷年來在帶動我國農(nóng)機(jī)事業(yè)發(fā)展的進(jìn)程中有著舉足輕重的地位。
 
 

 

　　據(jù)了解，今年展會面積22萬平方米，報名企業(yè)1900余家，專業(yè)觀眾預(yù)計15萬人次。此次展會以“鄉(xiāng)村振興·智慧農(nóng)業(yè)”為主題，圍繞推動農(nóng)業(yè)機(jī)械化從主要作物的耕種收環(huán)節(jié)向植保、秸稈處理、烘干等全過程延伸，由糧食作物向棉油糖、果蔬茶等經(jīng)濟(jì)作物擴(kuò)展，從種植業(yè)向養(yǎng)殖業(yè)、初加工業(yè)、設(shè)施農(nóng)業(yè)等全面發(fā)展，由平原地區(qū)向丘陵山區(qū)拓展，主辦方將精心規(guī)劃展區(qū)、全面優(yōu)化傳統(tǒng)展區(qū)，同時還全新升級功能與特色專區(qū)，可謂看點(diǎn)頗多。
 
　　線下展會內(nèi)容豐富，為了更好地將展會內(nèi)容呈現(xiàn)給更多觀眾，“國際農(nóng)機(jī)展線上展會”經(jīng)過六年的不斷升級與完善，主辦方將在原有基礎(chǔ)上，從產(chǎn)品、品目、展區(qū)分布等多方位、立體式呈現(xiàn)展會內(nèi)容，旨在讓無法到達(dá)現(xiàn)場的觀眾均可在線上全面感受展會的魅力。國際農(nóng)機(jī)展線上展會將形成一站式、全天候網(wǎng)上會展模式，為國際農(nóng)機(jī)展注入新動能，也為展會國際化的對外交流與貿(mào)易尋求到了新途徑。
 
　　據(jù)統(tǒng)計，2020國際農(nóng)機(jī)展線上展平臺入駐了近2000家企業(yè)，線上展會從開展前三天到開展當(dāng)天，觀展流量從2.5萬人增加到了11萬人，三天展期中瞬時在線流量突破了30萬人。“企業(yè)可在線生成邀請函，同時，線上展位信息能夠及時推送給觀眾，這些服務(wù)功能深受好評。同時，主辦方創(chuàng)建的大會主播間、照片視頻集錦等深受歡迎。”中國農(nóng)業(yè)機(jī)械流通協(xié)會會員部主任朱斌說道。線上展會不限場地、時間，能夠讓參展商和采購商自由決定展示和交易方式，提高雙方的洽談效率，是一次很有意義的嘗試。特別是在去年，主辦方在此板塊中注入了更多線上新元素，基于此，參展企業(yè)以及觀眾對今年更是充滿了期待。
 
　　今年，國際農(nóng)機(jī)展線上展會依然遵循“時間集中、內(nèi)容集中、流量集中”的展會基本屬性，確保實(shí)現(xiàn)展館中“線下+線上”一致性的呈現(xiàn)，線上展會總體設(shè)計容量為2000余家展商上線以及30萬觀眾的在線觀展。“今年，為了讓觀眾保持線下線上參展、參觀習(xí)慣的一致性，我們會將線上展的場景設(shè)置都盡量還原線下展館場景，讓觀眾更好地實(shí)現(xiàn)線上‘逛’展。”朱斌說，自去年展會結(jié)束后，中國農(nóng)機(jī)流通協(xié)會不斷進(jìn)行調(diào)試與完善，國際農(nóng)機(jī)展線上展會已于10月20日正式上線，觀眾可提前了解展會相關(guān)內(nèi)容，精準(zhǔn)鎖定自己逛展所需。
 
　　“在去年的基礎(chǔ)上，我們再一次進(jìn)行了調(diào)整，一是增加了展示‘往屆展會’功能，大家可在國際農(nóng)機(jī)展線上展會中查找往屆展會的相關(guān)信息與數(shù)據(jù)。二是應(yīng)多數(shù)觀眾要求，我們將采用全程錄播的方式，將更多現(xiàn)場論壇會議(除閉門會議外)完整地呈現(xiàn)給觀眾。”朱斌介紹道。說到線上展會，不得不提到在去年“火爆”展場的直播。由于疫情原因，自去年開始，主辦方大膽嘗試，首次將直播引入展會現(xiàn)場，對于無法親自看展的觀眾來講彌足珍貴。“今年，我們在直播環(huán)節(jié)增加了巡館功能，屆時將邀請多家第三方合作單位，以他們的視角將線上觀眾帶入到展會現(xiàn)場、主題專區(qū)，了解展會的方方面面。同時，主辦方還將與十余家優(yōu)質(zhì)企業(yè)進(jìn)行合作，讓直播間走進(jìn)企業(yè)展廳，進(jìn)一步聚焦企業(yè)新品發(fā)布等活動。”他說。
 
　　如今，線上展會形式的變化是技術(shù)潮流變化的一個縮影，突如其來的新冠疫情加速了這種變革?；蛟S，線上展會還不夠成熟，但未來，在主辦方以及企業(yè)的共同努力下，將會以更多新的技術(shù)手段來為中國農(nóng)機(jī)品牌的全球化賦能。“每年的國際農(nóng)機(jī)展都是行業(yè)的年度大聚會，很多人自從業(yè)以來就一直在看展、逛展。雖然今年線上展會依舊承擔(dān)著線下展會有益補(bǔ)充的角色，但通過今年線上展內(nèi)容的擴(kuò)充，我們相信通過全景式的線上展示，國際農(nóng)機(jī)展線上展會將會成為行業(yè)內(nèi)的歷史資料庫。”談到線上展的發(fā)展規(guī)劃，朱斌滿懷信心，“通過線上技術(shù)的創(chuàng)新和延伸宣傳，線下的實(shí)體支持，將會大大促進(jìn)傳統(tǒng)行業(yè)的發(fā)展。我相信，國際農(nóng)機(jī)展線上展將會逐漸成熟，‘線上+線下’相互融合、以長補(bǔ)短，必將成為未來展會發(fā)展趨勢，共同打造更優(yōu)質(zhì)的展會。”
 
　　展會馬上就要開始了，朱斌再次誠邀更多朋友做客直播間。
 

 

上一篇： 農(nóng)業(yè)農(nóng)村部南京農(nóng)業(yè)機(jī)械化研究所參加首屆壽光國際智慧農(nóng)業(yè)裝備展

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