May 30, 2003

Show Report of Hortiflorexpo China 2003

Organized by China Flower Association and managed by Intex Shanghai Co Ltd together with China Great Wall International Exhibition Co Ltd, Hortiflorexpo China 2003 was successfully held from Apr. 16-19, 2003 in Intex Shanghai.Below please find some summing-up,

Main Characteristics:

Broad Exhibitor Distributing & a Larger Scale of the Show

This exhibition covered a total show area of 12000sqm which is 21.6% higher than that of last edition in Shanghai in 2001.Affected by SARS as it was, we still have 316 well-known companies from 14 countries and regions such as Holland, Germany, USA, Italy, France, Finland, Denmark, Turkey, South Africa, Japan, China Mainland, Hong Kong SAR and TaiwanProvince.Among all the exhibitors, there were 53 coming from abroad which is 17% of all the exhibitors.Geographically speaking, as far as China mainland is concerned, exhibitors are from numerous provinces and regions.Apart from East China, 42.42% of domestic exhibitors are from Southern, Northern, South West, North East, North West and Middle part of China.

Colorful Fringe Programs

In order to lead so many floricultural, horticultural and garden companies to survive and further develop themselves in the more and more vehement competition, we have specially organized a series of fringe programs on the exhibition to target at different audience groups.For example, 1st National Congress of CFA (NC-CFA2003), 1st National Congress of CFR (NC-CFR2003), Conference, Training Course, Seminars, Exhibitor Meeting, Product Briefing, Field/Factory Visit.

High Exposure Rate and Creative Promotion Way

Another characteristic is the professional promotion and the use of creative way we used to push the show.It was as early as the preparation stage of the show that we have put lots of energy and manpower doing substantial market surveys.Cooperating with a considerable number of famous media in these fields, we made an overall and powerful promotion plan to push the sales.Considering that nowadays more and more companies value the way of Internet advertisement, we specially presented a web-site of www.hortiflorexpochina.com as early as July of 2002.In virtue of the advantages of the Internet, we use different means and ways to emphasize the impression the show left to the industry insiders and to make both the real and assumed world a whole.

More Special Design and Better Visual Effect

For the sake to shape the show the largest and the most authoritative trade show in the floricultural, horticultural and garden field, we specially paid to design a whole image of the show.To our satisfaction, the bold use of big color really made a lively show and created for all the participants a warm atmosphere.

At the same time, we have to point out that differed from that of last edition, we have more exhibitors who took special designs in their booth arrangement.Many companies, for the same time, have invested a fortune in it.Fat Dragon, Pan American Seed, Sen He Group, Shanghai Seed Group, Da Han, Speedling, CHC, Fangyuan, Bailaima, Shanghai Landscape Gardening Science & Technology Co Ltd, Hong Yue, Dian Cang, Caicheng, Jin Hua Zao Hua, Shanghai Dushi Green Engineering Co Ltd, Jing Ying Orchid, Cheng Mei, Beijing Forestry University Forest Science Co Ltd, Xin Ze Yuan, China Fuma Linye Jixie Co Ltd, Green-Man, Murray Machinery, Jilin Guolian Agriculture Bio-Technology Development Co Ltd, Dlum Flower Handcraft Products, Beijing Sunny Horticulture, Chuan Hua Group, etc. have paid extra efforts to design and arrange their booths which led to quite satisfactory result in the show participation.

Better Overall Services and Higher Customer Satisfaction Rate

To better serve our customers, we specially dispatched out Questionnaires to exhibitors and visitors at different time respectively.The results are as follows respectively,

a. Questionnaires to Exhibitors

Altogether we have issued 316 questionnaires and successfully recollected 232 among which there were 228 valid ones.After careful analysis, we found that 53% exhibitors were satisfied with our preshow service and 47% were satisfied with our Exhibitor Manual.42% exhibitors express their hope to exhibit in the next edition of the show in Shanghai in 2005.

b. Questionnaires to Visitors

We have sent out 500 in all and reclaimed 389 ones among which 342 were valid.It is analyzed that around 77% professional visitors show their kind satisfaction to the organization of the show. 67% were satisfied with Quality of exhibitors.58% were satisfied with scale of the exhibition and 66% were satisfied with quality of exhibits, 53% were satisfied with venue facilities.62% were satisfied with onsite service.52.2% were satisfied with Publication of the show and 82% expressed their willingness to visit again.

Capability of Fighting against Emergencies and Other Difficulites

After the success of the first edition in 1998 inShanghai, the country has a boom of emulating the practice of organizing flower shows.According to incomplete statistics, there were more than 40 all kinds of flower and horti shows.Facing such vehement outside competition as we were, we had confronted many other unexpected problems.

Encountering unprecedented crisis, we kept contacting with foreign exhibitors closely informing them the real story of SARS in China and the various measures we will take during the show.Meanwhile, we changed the floor plan notifying relative individuals and units, constantly changed programs accordingly.Finally, under the help of most domestic exhibitors, the show was held on schedule and almost all the fringe programs were interesting and attractive.

Some Problems in the Exhibition

The show is closed now but our work goes on.After collecting and analyzing all the questionnaires and interviewing some of our staff, we found that Hortiflorexpo China 2003 still have quite some problems.Please refer to the following to see some examples,

1. Some foreign exhibitors complained that the official freight forwarder could not provide quick and on-time delivery.There were quite a few Holland exhibitors who only obtain freights at around 8 o’clock in the evening of Apr. 15 when the next would be the Opening Ceremony.

2. Our sales staff was forced to deal with on-site problems and they hardly had any time to care and talk with exhibitors to know more of their needs.

3. Venue Security work should have been enforced.

4.Some of the garden machinery companies asked us to input more in pre-show advertising work.

Aiming at the above problems, steps have been taken to improve and to ensure that the next edition in Shanghai a better and more profit-bringing-show to our exhibitors.

The Exhibitors

Hortiflorexpo China 2003 has attracted many influential big enterprises in these fields.Exhibits cover almost all aspects of floricultural, horticultural and garden field.

The Visitors

The 4-day-show altogether has attracted 14839 professionals in the field of floracultural, horticultural, garden field from home and abroad with the number of person times of 18507 and the valid data of 13125 persons.

Judging from the analysis of visitors, we can see that due to the reason of SARS, this edition boasted less foreign visitors.Altogether we only had 140 foreign visitors.(Please refer to the following chart to see their distribution.)

Through the analysis, we found that Owner/ General Manager and Senior Managers amounted to 5% and 11% respectively.

图6：观众单位性质（有效回答：11529人）

The Nature of Visitors’ Companies

(Valid Answers: 11529)

All in all, though we have obstacles, bad effect of SARS, the show was held as scheduled and was finally positively approved by most of our exhibitors and visitors.Problems as we still have, we believe that with the experience we accumulated, the next edition of Hortiflorexpo China in Apr. in 2005 inShanghai will be more successful and will provide more convenient and better service to all our exhibitors and visitors.

If you have any questions, please do not hesitate to contact with us.

Best wishes,

Yours sincerely,

Catherine Cui

Project Executive

Exhibition Development Dept.

Intex Shanghai Co Ltd