Abstract：The National Sugar and wine Trade Fair， known as the barometer of China's food industry， started in 1955 and is one of the most time-honored large-scale professional exhibitions in China.

Keyword：food industry;commodity;exhibition

1、Introduction

1.1Project research background and significance

The National Sugar and wine Trade Fair，is held biannually every Spring and Autumn.Up to 2021，The National Sugar and wine Trade Fair had been held uninterruptedly for 104 sessions since it was inaugurated in the Spring of 1955.

The fair，comprehensive in nature，has won renown for a long history，a large scale，a complete display in exhibition varieties，a big buyer attendance and a grate business turnover.As a multi-functional event of good trade，the National Sugar and wine Trade Fair is an important of trade exchange in China. Y：

2、The time， place and details of the 98th National Sugar and Wine Trade Fair

2.1Move-in time

All net booths and machinery exhibition area standard booths from March 19 to 21.

The standard booth in the non-mechanical exhibition area is not allowed to be decorated and built on March 21， except for art decoration and display of exhibits at 18：00. All exhibition areas are completed.

2.2Product transaction time

Display and trading time： March 22-24 （09：00--17：30 daily）.

2.3Move-out?time

Exhibition withdrawal time： Non-mechanical exhibition area： The exhibition and trading will stop at 17：30 on March 24th， the exhibits will be withdrawn from 17：30 to 21：00， and the exhibition will begin at 21：00. The exhibition booth will be removed overnight until the end of the exhibition. Machinery exhibition area： the exhibition and trading will stop at 17：30 on March 24th， the exhibits will be packed and packed， and the exhibits will be withdrawn. After the withdrawal of the exhibits， the exhibition stand will be removed continuously overnight until the end.

2.4Expo City

This is the 29th time that the national Sugar and wine Fair has been held in Chengdu， and it will be the first time to use Chengdu's newest and largest exhibition venue -- Expo City.

Expo city is located in the Tianfu Central core area， Chengdu District， Tianfu New District， Sichuan province.As a large exhibition venue and high-end business activity center platform， it is positioned as the "core carrier" of Chengdu exhibition economy and the "core engine" of Tianfu Center.

The total exhibition area of Expo city is 305，000 m. The indoor exhibition hall is 205，000 m， and the outdoor exhibition hall is 100，000 m. Have standard exhibition hall 15， multi-function hall 1， 11000 international standard booths， and may arrange and configure the perfect meeting， office， restaurant and a car park， freight rotary district and other supporting facilities， can be used for exhibition， outdoor roadshow， large-scale concerts， open the closing ceremony and large commercial activities， is one of the largest expo exhibition center in the western region.

2.5The exhibition features

2.5.1Leaders at all levels attach great importance to it

The fair has been highly valued by leaders at all levels and relevant departments.The Service Commission is the general assembly of the whole committee， set up ten working groups， all the director of the division guard， according to the plan to carry out all the work with a goal， successfully completed all the co-organizing tasks.

2.5.2Attach great importance to safety work

For food safety work for the full implementation of the central deployment， ensure exhibitors qualified， to ensure the safety of products exhibition， trade in， put forward high request of group exhibitors， the organizing committee from multiple link strict censorship， resolutely refused to qualification examination does not accord with a standard corporate approach， to create safe， rest assured trading environment.

2.5.3Exhibition planning

The reasonable layout facilitates the negotiation and trading between exhibitors and professional visitors， so that the sugar and wine will be further integrated with the international advanced exhibition mode in the exhibition layout.

At the same time， it has strengthened the standardized management， and formulated detailed work rules and operation specifications in the actual process of inviting exhibitors， strictly checking the scope of exhibitors' products， and in the real sense， it has realized the distribution of exhibitions by product categories and sub-museums.

2.5.4Supporting services

High - level， multi - level service is the foundation of the exhibition. In terms of venue service， the forum will comprehensively upgrade the service level and content.

2.5.5Orderly advertising

The huge outdoor advertising scale is one of the most distinctive features of the wine will be different from other domestic exhibitions.

3、Exhibition scope of the 98th National Sugar and Wine Fair

The 98th session of the national sugar and wine will be divided into exhibition and convention center two professional hotel： hotel， exhibition and conference and exhibition center， exhibition in the exhibition according to the international liquor， wine， food and beverage， wine and tea， food， import food， high-end， spices， water， health care products， food machinery， packaging and other professional branch， partition plan.

All indoor exhibition halls （a total of 15）， multi-functional conference hall and some outdoor exhibition venues in Expo city were used in this year's event. The total exhibition area is nearly 210，000 square meters， which is the largest exhibition area in the history of the Event so far.

The exhibition area is divided into six categories： Alcohol pavilion pavilion （14， 15， 16 and 14 to 15 connect pavilion， pavilion 15 to 16）， wine and spirits exhibition international pavilion （7， 8， 12， 13， 7-8 connect pavilion， pavilion 12-13）， food and beverage exhibition hall （3， 4， 5， 6）， 3-4 to connect pavilion pavilion， 5-6 parts）， outdoor square， spices pavilion pavilion （10， 11， 10-11 connect pavilion）， food machinery exhibition hall， 2 hall （1， 1-2 connect pavilion）， food packaging exhibition （outdoor plaza area）.

In addition， according to the market demand and industry development situation， in order to meet the demand of subdivision category and dealers and purchasers， within each area has also set up wine sauce， rice wine， wine and spirits international countries and regions pavilion， international beer， imported food， leisure food， agricultural products， forest products， chain， international food machinery， such as financial services， the electricity business zone.

4、Main functions

4.1Purpose

For the development of alcohol and food industry， for the national economic construction and social development services

4.2Function

Production and marketing docking platform，Marketing system construction platform，Brand promotion and communication platform，Information diffusion and dissemination platform，Investment， trade and Cooperation platform.

5、Booth

5.1Specification

3m×3m （9㎡） and 3m×3.5m （10.5㎡）

5.2Definition

Special wear refers to the creative design and special production of more than one standard or open space booth in the exhibition and conference industry. The specially decorated booth has the characteristics of beautiful and generous， rich functions and high practicability， which avoids the disadvantages of simple configuration and single function in the standard booth， and can be more effective for exhibitors to conduct product exhibition and trade negotiation.

Specially decorated booth refers to the booth that needs special decoration at the exhibition， also known as specially decorated booth， which refers to the exhibition space in the indoor or outdoor space of the exhibition hall according to any area. Only normal hall lighting and uncarpeted booth space will be provided， generally starting from 36 square meters， the organizer does not provide any configuration， exhibitors must design and build the booth by themselves.

5.3Principle

First of all， the booth image represents the image of the enterprise， it is the specific embodiment of the corporate brand image. A company may have different booths at different exhibitions， but the core content that represents the company's signature will not change. These core symbols are usually composed of standard graphics， standard colors， and standard fonts. These core logos represent the unique business philosophy and mission of the company， and people can immediately reflect what the company is when they see these logos. Therefore， how to integrate the enterprise logo into the booth design as a design element is a key to reflect the characteristics of enterprises and highlight the effect of booth design.

Secondly， in order to stand alone among the numerous exhibitors， the booth design must also have strong visual impact， so the form of the booth should be innovative， to the audience and buyers to bring freshness and attraction. With the widespread application of design software， together with the development of various forms of display materials， when emerging in endlessly， unique creative booth show in front of people， can make people have a suddenly enlightened， refreshing feeling.

Finally， don't forget the role of the limited exhibition space rented at a high price. Maximizing the use of the site and exhibiting products is one of the main purposes of exhibitors. Booth design should not ignore the basic functions of the booth such as show， talk， consultation and rest.

5.4Caution

The national Sugar and Wine Association has two seasons a year. It will be fixed in Chengdu in spring and in other central cities in autumn.

1.?Understand the exhibition in detail

Tools： There are many tools needed in the exhibition， what can be provided by the exhibition organizer， and how many things need to be prepared by oneself. This meticulous to tables， chairs， benches， water and electricity， do not understand in detail， and then look for deployment in the exhibition is too hasty. These materials can be found from the official website of the exhibition organization or contact the organizer by phone.

Activities： The organizer of the exhibition will usually hold a variety of activities to promote the exhibition. These activities include some competitions， technical lectures and so on. If enterprises can participate in these activities， they will get a lot of information and publicity.

Exhibition advertisement： the exhibition catalogue and outdoor advertisement， the enterprises familiar with the exhibition and exhibition place will get good publicity effect.

2.?Adequate preparation

Expense budget： exhibitors should make expense budget in advance. Exhibition fee includes booth fee， booth decoration fee， exhibit transportation fee， air ticket and train long-distance fare， city transportation fee， accommodation fee， equipment rental fee， advertising and publicity fee， material printing fee， gift production fee， conference room rental fee， etc.

Exhibition materials： leaflets or brochures are the most basic tools to promote enterprises， enterprises want to get good publicity effects， exhibition materials are very important， can show the level and strength of an enterprise.

Exhibitors： Suitable exhibitors can get better exhibition effect and better sales performance. Exhibitors should have the following basic requirements： in-depth professional knowledge of the company's products and technologies; Confident and adaptable; Outgoing personality， easy to talk and communicate with people.

The visual image is the most influential. The exhibitors are the spokesmen of the company. During the exhibition， they should wear formal and uniform clothing， which represents the company's image on the one hand and respects the visitors on the other hand. Elegant and solemn clothing will give visitors a good impression.

Exhibition： the booth is the battlefield， the advantageous battlefield is suitable for the battle. The layout of the booth is very serious， it is not good to spend more money， how to use the booth to highlight personality characteristics， eye-catching in a large number of booths， at the same time can highlight the purpose of the enterprise， launch products or enhance the image.

作者簡介：鄧心一（1999.07—），女，漢族，四川內(nèi)江人，學(xué)生，本科在讀，單位：四川電影電視學(xué)院，研究方向：會展經(jīng)濟(jì)與管理。

（四川電影電視學(xué)院?四川?成都?611330）