Mice IndustryMice Industry

林依璇 黃郁庭 呂慧勤 廖 翎 江欣憫 邱佩珊

Why MICE Industry?The promising future of MICE industry

• “High-growth rate, high additional value, and high effectiveness in creativity”

• “Dramatic increase in output value, job opportunities, and interaction between industries”

• “Excellent human resources, excellent technique, and excellent efficiency”

MICE industry is a good way to promote a city

The Benefits of MICE Industry

According to UFI (The Global Association of the Exhibition):

The investment of MICE industry per dollar can generate a profit of 8 ~10 dollars from the revenue of other industries.

Its great effect on other industries

EX: computer exhibition

Global MICE IndustryAccording to UIA ( Union of International Association) :

In 2004; the biggest market was in Europe--56.8% ; second place was Asia--14.9%, and third place was U.S--13.9%.

60 % of international conferences were held in Europe, and 18% in Asia. The total output value was about 150 billion U.S dollars.

57.5 % of international exhibitions were held in Europe, and 21.2% in Asia. The total output value was about 760 billion U.S dollars.

Growth rate of MICE industry in Asia is twice that of Europe

MICE Industry in Asia

Korea, Macao : Casino

Singapore : Integrated city mode

(exhibition hall, conference center, and tourist hotels, latest construction in casino business)

Thailand : Combined recreation mode

The MICE Industry in Taiwan The scale of the market is small

Conventional industries are off-shoring Mainland China constitutes menace to Taiwan’s IT

Industry

Lack of global version

Hardware and software facilities are outdated

Lack of an objective and authoritative government agency supra-ministerial jurisdiction

Limited experience in organizing for mega events

Industrial Context

Manufacturing Industry Service Industry

Export Trade Import Trade

Manufacture Research and Development

The Prospect of MICE Industry

Promote the synergy of the whole industry

Expand the scale of MICE

Adopt the Blue Ocean strategy

Integrate government resources

Provisions to encourage buyers

Combination of culture, tourism and Mice together

Regional design of the venue

The Role of TAITRA

Taiwan External Trade Development Council 中華民國對外貿易發展協會

In Taiwan, this is the only NBA team in MICE industry.

Critics say TAITRA should:

Be a consultant, a coordinator, not a competitor.

Share resources with other private enterprises

Construct a new and creative MICE environment

The Role of Taiwan Government

2009 is a year of “MICE expansion”

Critics suggest: combine governmental resources and private enterprises to make Taiwan a potential player in MICE industry.

Create more rational distribution of resources

Avoid holding similar exhibitions in the same time

Reduce the limitation of subvention and rewards

Nangang Exhibition Hall’s Current Situation and Future

Lisa 廖翎

Featureexport-oriented exhibition center, platform for large-

scaled trade show of domestic market, channel for import trade show

60,000 square meters of show space; 6 exhibition halls, 2,467 booths, and 8 VIP rooms

Other facilities: public areas, function rooms, shops, restaurants and public art design

Public art design Taipei Grand Hyatt restaurants

Rates of development2005 March~ Construction

2008 March Opening

2008~2009 Development (24% utility rate)

2010~2011 Expansion (31% utility rate)

2012~2017 Stable growth (Over 45% utility rate)

Recent Trade shows 2008-Taipei International Cycle Show

(2008台北國際自行車展 )2009-Taipei International Machine Tool Show

TIMTOS 2009 (2009 台北國際工具機展 ）

2008 Taipei International Cycle Show 2009 Taipei International Machine Tool Show

Developing opportunities and threats

Exhibition in Germany

Economic contribution Promote the service industry

Promotion of trade itself Placing orders through exhibitions Companies that rely on exhibition

Ex : the Berlin aviation exhibition

→ long-distance transportation

Promote the City Image – Benefit the local tourist industry Helpful in creating city image Exhibition companies can gain fame

Germany is the kingdom of exhibition Having ten indoor exhibition centers with more

that 10 million square meters in space Being the platform for 200 thousand exhibitors Over ten thousand conferences per year

Secret to Germany’s success 56000 enterprises participate in exhibitions centrally located reputation of manufacturing industry in

Germany

Future trends in exhibition The exhibition industry is concentrating Competition for foreign exhibition market

and clients is keen

Provide attentive service and advice for

exhibitors

Cooperation between exhibition companies

Environmental protection oriented

China’s lesson from Germany

Credit is the point in MICE-cityCity image connected to its noted

exposition (Hannover Messe, Bauma, etc)

Ways to credit

Government - Establish system for accreditation to both organizer & attendee

eg. Themed EXPO. Organizer - Assessment of attending fair for

manufacturers

eg. Systematic consultation

“International”