一, the basic situation of the fragrance exhibition
       The China International Aroma Industry (Kunshan) Exhibition was successfully completed at the Kunshan International Convention and Exhibition Center from April 13 to 15, 2018. With an exhibition area of 12,000 square meters, Aroma Exhibition is the only professional platform in China that displays the entire industrial chain of the aromatic industry. The exhibition covers an area of 12,000 square meters. The exhibits cover a total of 187 international standards including aromatic planting, equipment and packaging materials, essential oils and aromatherapy, pure plant care, natural flavors and applications, aromatherapy, health management institutions and other industries. Booth. Among them, aromatic planting and tourism accounted for 30.2%, equipment and packaging materials accounted for 13.1%, essential oils and aromas accounted for 73.3%, flavors and fragrances and applications accounted for 19.2%, pure plant care products accounted for 35.1%, and health management institutions accounted for 35.1%. Compared with 8.8%, aromatherapy accounted for 43.1%. There are more than 300 kinds of aromatic products and more than 40 brands from France, Germany, Britain, Italy, Australia, Bulgaria, Iran, Morocco, India, Nepal, Sri Lanka, Hong Kong and Taiwan. The proportion of merchants was 20.6%, the proportion of producers was 60.8%, the proportion of service providers was 11.7%, and the others accounted for 6.9%. More than 130 companies from 15 provinces and cities including Guangdong, Shanghai, Beijing, Zhejiang, Gansu, Shandong, Jiangsu, Yunnan, Sichuan, Jiangxi, Fujian, Hebei, Henan, Shaanxi, and Xinjiang participated in the exhibition.
 
二, the fragrance exhibition buyers data analysis

       Compared with the second Kunshan Fragrance Exhibition, this year's fragrance exhibition is richer in content, more specialized, more rigorous and standardized in operation, and more attention to service details. International exhibitors have increased significantly and are aromatic. The evaluation of the exhibition is quite high. The professionalism of the fragrance exhibition was also recognized by the participants to a greater extent. The professional exhibitors and exhibits also attracted 4,261 professional visitors from domestic and foreign companies, medical and health products companies, food and beverage processing companies, high-end hotels, clubs, health management institutions and aromatic cultural media organizations. Among them, domestic accounted for 90.1% and overseas accounted for 9.9%. Daily chemical and professional cinemas accounted for 26.8%, medical and health care products accounted for 15.3%, hotels' high-end clubs accounted for 5.9%, health management institutions accounted for 8.4%, doctors and aromatherapists accounted for 30.9%, and ordinary viewers accounted for More than 2.8%, media and cultural communication agencies accounted for 7.7%, and others accounted for 2.2%.

三, the buyer interested in product categories and visit expectations data analysis
 
       For the buyer's questionnaire survey, we analyzed the buyer's demand and the products of interest and the expected goals of the visit. The demand of the buyer and the products of interest accounted for 56.8% of the aromatic planting, and the proportion of equipment and packaging materials was 36.2. %, essential oils and aromas accounted for 76.1%, flavors and fragrances and applications accounted for 20.1%, pure plant care and health products accounted for 46.8%, health management institutions accounted for 24.1%, and aromatherapy accounted for 56.3%.
Among the expected targets of buyers' visits, 51.52% were looking for suppliers, 40.1% were looking for new projects, 44.18% were looking for new products, 52.93% were market information, and 50.15% were exchanges with industry people. The other accounted for 10.81%.
 
四. Forums, concurrent events and expert committees
 
       The Aroma Exhibition held the China Aroma Industry Summit Forum (three sub-forums), three business community activities and more than 20 live sharing sessions. The industries involved include the international essential oil trading environment, essential oil extraction process, and aromatherapy applications. Among them, the application of aromatherapy is refined to the auxiliary medical effects of aromatic mother and baby, pet aroma and aromatic substances (the application of orange essential oil in anti-tumor and anti-depression). The business community has led the embryonic form of the three major industry sectors, such as natural skin care products, aromatic mother-in-law and Chinese medicine aromatherapy. The scale of the event site has greatly exceeded expectations, which is also the next step for the aroma industry. The solid industry has laid a good foundation. At the same time, more than 20 commercial launch events on the spot, exhibitors are more and more will grasp the content and rhythm released on the spot, have achieved good results. Therefore, the 2019 fragrance exhibition will continue to follow the simultaneous creation of the business community, truly creating a horizontal industrial platform, and the development of the industry relies on the joint venture community.
 
五. Analysis of data on publicity
 
       In order to understand the direction and channels of the next fragrance exhibition, we analyzed the ways for visitors to learn about the fragrance exhibition, in which news accounted for 13.5%, WeChat and Weibo accounted for 32%, and mail and SMS accounted for 60.8. %, telephone invitations accounted for 13.5%, outdoor billboards accounted for 3.7%, and invited units accounted for 15.4%.
 
六, exhibitor satisfaction survey data analysis
 
       In order to have a comprehensive evaluation of this fragrance exhibition, we conducted data analysis on all exhibitor questionnaires. Exhibition objectives: 72% of trade talks, 22% of brand promotion, 2% of investment, 4% of other accounts; harvest of the exhibition: 21% of purchase agreements, 76.5% of new customers, market access Information 53.1%, brand promotion 61.7%, brand agency 21%, investment intention 4%, other 1%; customer source: China accounted for 69.1%, US accounted for 4%, UK accounted for 2.7%, Australia accounted for 2 %, Nepal accounted for 1.6%, India accounted for 1.6%, Germany accounted for 2%, Egypt accounted for 3%, Iran accounted for 2%, Hong Kong and Taiwan accounted for 14%; overall performance evaluation: very satisfied with the proportion of 17.2 %, satisfaction accounted for 36.4%, better accounted for 20.9%, generally accounting for 22.7%. The company that continued to participate in the exhibition in the next session accounted for 78%.

七, effectiveness
 
       The popularity of the 2018 Aroma Exhibition was not as popular as in 2017, but the transaction was much better than 2017. The professional audience at this aroma exhibition site is more targeted. In the words of the exhibitors, there are no customers, no street customers, all with the goal to visit, negotiate and purchase.
This year's aroma exhibition tried to introduce a community of career wealth, although it was only an attempt, but the results were obvious. After the guidance of the organizing committee, the invitation of professional visitors has gradually changed from relying entirely on the organizing committee to the business wealth community and exhibitors. Participating in the invitation, the current stage is only the beginning. If you can gradually enter the industry and participate in the industry, the platform industry of the industry will jointly create a benign operation track, then the fragrance exhibition will have better development opportunities.
The fragrance exhibition attracted the attention of international aromatic product manufacturers and actively participated. On this basis, it also attracted the attention of experts in the domestic flavor and fragrance industry, and triggered a relatively large industry discussion.
 
八, insufficient
 
1. Propaganda mode
       The promotion of the soft texts and the WeChat public number of the previous two fragrance exhibitions were not obvious in this year. Except for the soft text, the news value is not too high, and it has a great relationship with the management of news media organizations. The soft texts of previous years were all published on the front page of the mass media. Although they are still being distributed according to the plan, they can only be sent to the secondary or tertiary pages. The quality of the press conference is not too high, most of them are published in accordance with the draft, and did not play the role of news from different perspectives of the press conference. This year, call center and SMS mail group play a very important invitation function, which has played an effective role in the invitation of new buyers and the activation of the previous database.
 
2. Exhibitor management
       With the gradual development of the fragrance exhibition, experts and professional audiences in the industry have higher requirements for the Aroma Exhibition Organizing Committee. For example, from the aspect of quality control of exhibitors, whether it is the feedback from the professional audience, and the big discussion that triggered the industry experts, the Aroma Exhibition Organizing Committee is required to have stricter control over product quality. If we allow it to develop freely, the result may seriously affect the visitor confidence of professional visitors, which in turn affects the participation of quality exhibitors.
 
3, on-site construction management
     When most of the exhibitors had not reported on April 12, but the overall construction was completed, the entire pavilion was very beautiful, regular and bright. After the exhibitors reported on April 13th, the overall experience of the pavilion fell a lot. During the invitation of the 2018 Aroma Exhibition, there were professional visitors who questioned the organizing committee's lack of requirements for the exhibitor's exhibition and display. Therefore, the 2018 Fragrance Exhibition can provide a package fee. For example, exhibitors only sign up, submit information, and our offer. Including the cost of construction and exhibition, all the exhibition, production, installation, etc. on the site are completed by the home of the fragrance exhibition to enhance the overall display effect of the fragrance exhibition.
 
4, the site layout
     In the past years, due to various reasons, the aroma exhibition has different meanings for the exhibition area. Due to the difference in product composition, it is recommended that the 2019 fragrance exhibition be divided into exhibition areas and strictly enforced.
 
九, the next step
 
About the exhibition:
In the next session, it is necessary to increase the intensity of exhibitions and fill the display content of the fragrance exhibition, mainly to expand the degree of internationalization of exhibitors. Therefore, the focus of the next exhibition will be turned to foreign countries, and international material manufacturers will be invited to participate. At the same time, to expand the scope of the exhibition, not only from the category expansion, but also to expand more products from the existing categories (from the existing floral, woody fragrance to fruit, seeds and other products) Team configuration and marketing methods must be adjusted.
 
About investment:
Further increase the special invitation of professional buyers, and at the same time, rely on the existing exhibitors to penetrate the foreign procurement companies, so the fragrance exhibition urgently needs a foreign language talent.
 
About publicity:
The propaganda model needs to be discussed and adjusted. The website is fully revised to maintain the activity and popularity of the website, and is maintained by the business community ecosystem and the industry concerned.
 
About the same period activities:
We will further introduce the partners of the business community of wealth and wealth, expand the influence of the aroma exhibition industry, and promote the further development of the industry.
Consolidate expert resources, enrich the scope of experts, and then use expert resources to establish industry standards for fragrance exhibitions.