“The world‘s first sample exhibition opened in 1895, and more than 100 years have passed since 2022. Human beings have not only encountered an epidemic in the past 100 years. Therefore, whether there is an epidemic or not, the exhibition is still important in the process of human civilization. Human beings are also constantly exploring new forms of exhibitions on the basis of correct epidemic prevention in the form of cultural communication and communication.” Liang Fenglian, Vice President of Longtu Games Marketing, did not hesitate too much when she decided to participate in the 2022 ChinaJoy online exhibition, but a lot of Value perception of online exhibitions.
From the perspective of exhibitors, Liang Fenglian also made full consideration, “Online exhibitions have lighter cost input, more convenient viewing experience, and can gather more users through more display forms than offline exhibitions. This is the core reason why we decided to participate in this year’s ChinaJoy online exhibition.” For many exhibitors, participating in industry exhibitions is an important channel for enterprises to acquire customers and release new products, and the cancellation of offline exhibitions is undoubtedly a heavy blow to exhibitors. .
Recently, the ChinaJoy Organizing Committee issued an announcement on the postponement of the 20th ChinaJoy (China International Digital Interactive Entertainment Exhibition) offline exhibition, and announced at the same time. ChinaJoy Online Exhibition (CJ Plus) will be held in the digital world of MetaJoy from August 27th to September 2nd this year.
At present, games are regarded as the best carrier for metaverse concept experiments, and game manufacturers hope to unlock new directions of game development relying on the metaverse and bring innovative experiences to the industry. With enthusiasm and confidence in the Metaverse, game manufacturers are eager to seize the “olive branch” of the digital economy in the limited market, do a good job in long-term brand management, further expand market value and imagination, and tap more business growth. Chance.
Under the technological upgrading and model innovation, both the platform side and the exhibition side are trying their best to help various manufacturers, explore new paths from innovation, actively innovate the exhibition service model, and create a good industrial atmosphere for building a new game ecosystem.
In order to know whether ChinaJoy will build a new business form centered on exhibitors and audiences, the reporter of this newspaper ChinaJoy organizer – Wang Yi, director of Shanghai Hanwei Xinheng Exhibition Co., Ltd.interviewed.
When the exhibition had to go online firmly, the digital transformation of ChinaJoy suddenly accelerated. Both the exhibition party and the technology provider are exploring the correct way to open the exhibition on the cloud. As the needs of the organizers continue to escalate, the digital technology of the exhibition scene will also be fully upgraded. Wang Yi said, In 2022, ChinaJoy Online Exhibition (CJ Plus) conducted in-depth research on topics such as “metaverse”, “digital twin” and “virtual reality” that enterprises will be concerned about in 2021, and made quick responses and strategic business layouts.
It is understood that Hanwei has continuously improved the platform structure of ChinaJoy exhibition in recent years. Since 2020, it has started an attempt to present the presentation form and commercial model of CJ Plus online exhibition. Variety Live (2021) will provide online users with more social and information interaction services. Through in-depth cooperation with the top traffic platforms in the country, on the one hand, it has driven the activity of users of major traffic platforms, and on the other hand, it has provided exhibitors with a wider range of publicity channels.
Based on the curatorial experience of previous years, the 2022 ChinaJoy Online Exhibition (CJ Plus) will build a core scene in the metaverse digital world of MetaJoy – Street View, Exhibitor Space, MetaCon Conference Center, Showroom, Live House, Media Town, Coser Honor Avenue, SG Art Museum, Star Villa and many other colorful characteristic themed areas and functional sections. Regarding the layout details, Wang Yi said, “The organizer has carefully selected technical partners and hired professionals to start the online exhibition planning. As an important strategic layout of Hanwei and its parent company Shunwang Technology, MetaJoy will invest a huge amount in the early stage of the project. The purpose of capital and human and material resources is to create a brand-new online exhibition scene and configure a series of innovative functions.”
2
Multi-level layout of B2B business
B2B has always been the highlight of ChinaJoy, an important platform for upstream and downstream business exchanges in the game industry, and also the exhibition area with the strongest international atmosphere of ChinaJoy.
According to Wang Yi, at present, the organizer has issued a ChinaJoy line to nearly 1,000 digital entertainment companies, smart hardware companies, technology Internet companies, animation film and television companies, trend culture companies, digital sports companies, smart cars and brand customers all over the world. The invitation to the exhibition has received many responses from well-known brand enterprises in various fields at home and abroad.
Facing the torrent of the digital economy and the emerging new formats of the game industry, more and more companies’ attitudes towards online exhibitions have gradually changed from “considering participation” to “active participation”. Familiar with the process of active exploration and growing proficiency. For exhibitors, the online exhibition is not a simple transfer of offline exhibitions to online, but also an important exploration of enterprise digitization and trade digitization, and also an opportunity for enterprises to enter the “Metaverse” new track to attract customers.
The reporter learned that exhibitors can design and build their own virtual exhibition areas according to their own IP and product promotion content, conduct online communication and interaction with the audience by organizing online activities, and directly import the audience of ChinaJoy online exhibition into the company’s own product platform or Electronic business platform. Major companies are currently actively negotiating with the organizers about the creation of brand space in the online exhibition and the implementation of new forms and gameplays of online communication.
In Wang Yi’s view, the business docking needs of the industry will always exist. “There are many B2B business activities, industry forums and technology conferences held in the same period of ChinaJoy every year, which play a pivotal role in promoting industrial development and assisting enterprises to carry out commercial cooperation. Therefore, when we plan the ChinaJoy online exhibition (CJ Plus) It also attaches great importance to the needs of enterprises in this regard, especially in the virtual scene to develop a MetaCon conference center dedicated to serving B-side business exchanges, which can allow more professionals and business audiences from all over the country to participate in many theme forums and conferences. It is possible to establish contacts online and conduct business matching. Business visitors can also go to the virtual exhibition area to experience the latest products and technologies released by exhibitors, and learn about the latest market trends and new trends in industrial development.”
3
B2C Accurately Reaching Generation Z
ChinaJoy Online Exhibition (CJ Plus) not only provides ChinaJoy’s business partners with a digital world and exhibition space with more business development value, but also provides a new interactive social mode for a large number of Z-generation end users from all over the country. In response to the needs of C-end users and special cultural groups, the organizer will create an official themed online community and build a dedicated virtual space for KOLs and self-media.
In the past ChinaJoy offline exhibitions, players needed to buy tickets to enter the experience. When the exhibition moves online, what measures will be designed to attract more players to participate?According to Wang Yi, All players in this online exhibition can participate for free. Just register and log in to get a limited-edition digital collection of ChinaJoy commemorative coins., while players are free to browse the exhibition and combine interactive experience, they can also obtain various digital collections sold by different companies and activities through purchase and exchange. Exhibitors can introduce the latest products and technologies to users through the online exhibition platform, issue experience codes, coupons and digital benefits online, so that participating players can still receive the benefits of ChinaJoy online and experience the fun of visiting the exhibition. Players from different places can watch the exhibition online without leaving home, or come to the world of MetaJoy “in person” to participate in various online activities.
From the perspective of the audience, in the face of the new exhibition format, will Generation Z buy into this year’s online exhibition?
In response to this issue, the reporter interviewed two audience members who have participated in the 2021 ChinaJoy exhibition. Shen Wei, a third-year student from Shanghai, said that he has not been particularly clear about the concept of the metaverse, and hopes to see the game experience under the concept of the metaverse through the ChinaJoy online exhibition. Xiao Feng, a second-year high school student from Fengtai, Beijing, is looking forward to the online game exhibition. “On the one hand, I hope that I can buy the limited model of Dragon Ball from the online exhibition. The price increase is too much. In the past, I bought it from the ChinaJoy exhibition site. On the other hand, I hope to experience the new project of the game.”
First trial: Chen Lin
Review: Zhang Weite
Final judgment: Song Qiang
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