Main Topic: A Huge Expo With Emphasis on Service

Hosts: James Stanworth, Clyde Warden

With the World Expo in Shanghai, China, Talk of Asian Marketing decided to pay a visit! We have been frequently visiting Shanghai, so no big surprises in the city. The scale of the Expo, though, was breath-taking. A mere nine months ago a multi-hectare space opened on the East of the city. Visits a few months later showed the rapid progress of each country's pavilion and the infrastructure of internal roads, fencing, restrooms etc. Advertising reached UK so people had heard of the event but it was really pushed in China where interest and involvment was high. Chinese investment in the whole event was massively clear and left an impression, as no doubt intended, of a China capable to host and excel in managing a world-class event.

Plenty of vendors sold tickets for the event, from local retailers to ticket booths around the Expo site. Visible piles of cash in the ticket booths made clear the number of attendees going through the gates each day. Queues started outside - just to get into the site and continued inside to access the area with the pavilions and then for each pavilion itself. China quickly reminds any visitor about what it means to have more than 1.3 billion of the world's population. Humanity is everywhere. The expo is no exception with queues for the most popular pavilions stretching beyond the six hour mark.

Queues where carefully managed with barriers, sprinklers to cool people (remember that 40+ degree celcuis heat) and police to direct flow. Observation suggested most attendees were local - there were few "white" faces and little language other than mandarin and other local dialects being spoken. It was clear this was an event making a statement to the local population: China is a international, cutting edge, capable nation. This perception was reinforced through the meticulous organization from the infrastructure through to staff contact.  Restrooms (typically renounded for their unique and awful qualities) were plentiful, clean and fully stocked with paper, soap and towels.

Free water points were liberally distributed along with stands for purchasing other drinks and snacks. Information points were strategically positioned and staffed with carefully selected students who desplayed good capability at giving information in English. Even the police were prestine and very well trained - answering local's and other questions - sometimes even in English. The impression was one of "wow" and easily left visitors dissapointed by the simplicity of participating countries offerings.

China invested massively in making a statement through the event . . .

The Show:

Length: 33 minutes. Download MP3 15.0MB (Right click->Save As).

 

Photos:

• 1) The military police were in evidence throughout the venue. Here fronting a section of the queue for the Saudi Arabia pavillion. 1) The military police were in evidence throughout the venue. Here fronting a section of the queue for the Saudi Arabia pavillion.
• 2) The dramatic Saudi pavillion emerged as a favourite. You can see the queue snaking around the base. 2) The dramatic Saudi pavillion emerged as a favourite. You can see the queue snaking around the base.
• 3) Once the gates opened into the Expo the crowed ran to the ticket entrance... to start queuing again! 3) Once the gates opened into the Expo the crowed ran to the ticket entrance... to start queuing again!
• 4) Police kept reminding people to be careful. The focus was avoiding accidents. 4) Police kept reminding people to be careful. The focus was avoiding accidents.
• 5) The wait outside was good natured. Here the line is stretching as far as the eye can see by 07.00. 5) The wait outside was good natured. Here the line is stretching as far as the eye can see by 07.00.
• 6) Police prepare to let the mass of people in. 6) Police prepare to let the mass of people in.
• 07) A good range of ages but where are the non-Chinese faces? 07) A good range of ages but where are the non-Chinese faces?
• 08) The rain was welcome and cooling. 08) The rain was welcome and cooling.
• 09) Small seats, rain coats and umbrellas were on sale. All eased the waiting. 09) Small seats, rain coats and umbrellas were on sale. All eased the waiting.
• 10) Vendors walked the line drumming up sales. 10) Vendors walked the line drumming up sales.
• 11) Wall of umbrellas. 11) Wall of umbrellas.
• 12) Queuing China style. Police are helpful but on guard for anything that might spill into heated conflict. 12) Queuing China style. Police are helpful but on guard for anything that might spill into heated conflict.
• 13) Queues were seperated by barriers for safety and flow. 13) Queues were seperated by barriers for safety and flow.
• 14) Nearly the end of waiting... the China pavillion queue. 14) Nearly the end of waiting... the China pavillion queue.
• 15) Almost all are local faces. 15) Almost all are local faces.
• 16) Shuttle boats took us away from the site to a less crowded entrance. 16) Shuttle boats took us away from the site to a less crowded entrance.
• 17) My favourite: the British pavillion. 17) My favourite: the British pavillion.
• 18) The acrylic pins went through dome to the outside to give the appearance of a giant seed. 18) The acrylic pins went through dome to the outside to give the appearance of a giant seed.
• 19) Each pin contains seeds that will be distributed to Chinese universities after the event. 19) Each pin contains seeds that will be distributed to Chinese universities after the event.
• 20) Having fun in the Italian pavilion. 20) Having fun in the Italian pavilion.
• 21) The British pavillion outside. 21) The British pavillion outside.
• 22) What was the Expo about... China! Their pavillion dominated the landscape. 22) What was the Expo about... China! Their pavillion dominated the landscape.
• 23) Queue baby!! This is the five hour+ mark. 23) Queue baby!! This is the five hour+ mark.
• 24) This is scale - trucks constantly off-loading water, drinks, snacks all over the venue. 24) This is scale - trucks constantly off-loading water, drinks, snacks all over the venue.
• 25) Reminders about appropriate behavior. 25) Reminders about appropriate behavior.
• 26) Police would snap into control mode at the first sign of trouble. 26) Police would snap into control mode at the first sign of trouble.
• 27) A small fracas broke out in the queue officers converge and the it was over before it really started. 27) A small fracas broke out in the queue officers converge and the it was over before it really started.
• 28) 28)
• 29) Queuing at the ticket entrance. Fans with mist spray made for comfortable conditions. 29) Queuing at the ticket entrance. Fans with mist spray made for comfortable conditions.
• 30) Smart uniforms - staff were definitely on display. 30) Smart uniforms - staff were definitely on display.
• 31) Run rabbit... to the next queue! 31) Run rabbit... to the next queue!
• 32) Barriers and police kept an eye for queue jumpers. 32) Barriers and police kept an eye for queue jumpers.
•  

ConsumerCam:

Vid. 1) Queues everywhere at the Expo.
{embed_uri}show_084_expo_01{/embed_uri}

Vid. 1) Some running, and some marching--very organized at times.
{embed_uri}show_084_expo_02{/embed_uri}

Bottom Line:

• Exhibition site is vast and was quickly developed.
  
• The majority of visitors appears to be local Chinese.
  
• The event was dominated by the huge Chinese pavilion.
  
• On site infrastructure is very impressive
  
• Visitor and employee contact is well scripted to create good service.
  
• The event appeared to be a significant statement of China's place on the global stage.
  
• Publicity and benefits provided a benchmark to other cities competing for such star-events.

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