Food fair sets the stage for Gymnasiade

"Better us, better future". At the entrance of Hall E in the Jinjiang International Exhibition Center, the main venue of the 4th Cross-strait Food Fair and the 7th Taiwan-Fujian (Quanzhou) Food Fair, a special "booth" of the market development exhibition area of the 18th Gymnasiade attracted many visitors.“

The food fair is not only an annual feast of the global leisure food industry that assembles brand enterprises in the industry home and abroad , but also an important window for the global publicity and promotion of Jinjiang. Through the three-day food fair, the market development exhibition area provided golden opportunities for more merchants and visitors to see for themselves the city’s power.

Cai Wenqing, director of Jinjiang Bureau of Commerce and vice minister of the Finance and Market Development Department of the 2020 Gymnasiade, said that the Gymnasiade is the largest international comprehensive sports event of the highest level ever held by Jinjiang and even the Fujian Province. The successful staging of the sports event with an aim of bringing “the most exciting competitions, far-reaching influence and extensive participation" needs support from all sectors of the society. He pointed out that the decision to take advantage of the food fair and establish the market development exhibition area of the Gymnasiade was made based on the three following considerations mainly: The first is to display the brands and preparation achievements of the Gymnasiade. The second is to publicize and interpret the supporting resources for the Gymnasiade, so as to attract powerful food enterprises from all over the world to participate in the event and secure sufficient fund, equipment, technology and service support for the preparation and holding of the games. Thirdly, the Gymnasiade is highly compatible with the food fair in terms of food products promotion and brand image building as the participants of the Gymnasiade are students, which are also deemed as the target consumers of food enterprises.

It’s reported that enterprises sponsoring the Gymnasiade will gain rich returns on rights and interests, such as marketing rights, reception rights, products and services supplying rights, right of first negotiation and so on. Among them, exclusivity is one of core rights and interests returns for sponsors. At the same time, executive committee office of the 2020 Gymnasiade will also implement the sponsor identification program to announce, publicize and display the enterprise sponsors to the society for commending their contributions to the event. In addition, the executive committee office will also formulate plans on anti-ambush marketing and measures of protecting the legal rights and interests of sponsors to guarantee their rights. It can be expected that the Gymnasiade will provide unique marketing opportunities and exhibition platform for the sponsoring enterprises, greatly enhancing the brand exposure and popularity of the enterprises.

Competition investment and franchising recruitment of the Gymnasiade haven’t slowed down despite the pandemic. In the next step, the Finance and Market Development Department of the Gymnasiade will innovate the invitation channels of sponsors and franchisers, integrate advantages resources, and improve services to promote more enterprises to participate in the Jinjiang Gymnasiade.

  借食交会东风 为世中运赋能

　　“在一起，更出彩”。在本届食交会主会场国际会展中心E馆门口，一个特别的“展位”——第18届世界中学生运动会市场开发展区引人驻足。

　　食交会既是全球休闲食品行业的年度盛会，汇聚了中国和全球食品行业品牌企业，也是对外宣传推介晋江的重要窗口。通过三天的食交会展示，晋江世中运市场开发展区让更多客商、观众直观感受到了晋江城市力量。

　　晋江市商务局局长、世中运财务与市场开发部副部长蔡文卿表示，晋江世中运是晋江乃至福建历史上承办的规格最高、规模最大的世界性综合性体育赛事，成功举办一届“赛事活动最精彩、影响力最深远、参与度最广泛”的世界中学生体育盛会，离不开社会各界的关心和支持。他指出，借助食交会的契机，专门设置世中运市场开发展区，主要基于三方面考虑，一方面是展示世中运品牌及筹办成果；另一方面是宣传解读世中运市场开发配套资源，吸引全球有实力的食品企业参与世中运，为赛事筹办举办筹集充足的资金、物资、技术和服务保障。此外，世中运的参与对象是学生，跟食品企业的消费对象是一致的，对于食品企业推广产品、宣传自身的品牌形象，非常有契合度。

　　据介绍，成为晋江世中运的赞助企业将获得丰厚的权益回报，如市场营销权、接待权、产品服务提供权、优先谈判权等。其中，排他权是世中运赞助权益回报的核心内容之一。同时，晋江世中运执委会办公室还将实施赞助商识别计划，向社会公布、宣传、展示赞助企业，以表彰其为支持世中运做出的贡献。此外，世中运执委会办公室还将依法制订反隐性营销计划和赞助商权益保护措施，切实保护赞助企业享有的合法权益。可以预期，世中运将为赞助企业提供独特的营销机会和展示平台，让企业的品牌曝光率和知名度大增。

　　据悉，尽管受新冠肺炎疫情的影响，但晋江世中运赛事招商、特许经营征集工作并未放缓。下一步，世中运财务与市场开发部将创新赞助商、特许商邀请渠道，整合优势资源，改善提升服务，推动更多企业参与晋江世中运。

　　策划：秦娴

　　记者：齐玉波 刘宁 林小杰 董严军 秦越  

　　翻译校对：林琳 张秀燕 吴景森 陈娟

　　编辑：王昆火

　　校对：杨晨辉