The article explores the nature of exhibition and fair activities, identifying the distinct characteristics of the concepts of “trade show” and “exhibition.” Among the common features are the multi-component nature and the presence of a specified time frame for the event. The research reveals that a trade show is focused on direct sales, while an exhibition aims to raise awareness and increase knowledge of products and technologies. Both methods can be utilized to examine market conditions. The article presents the features of events with a hybrid format, which have become increasingly popular as they allow participants to connect with potential partners and showcase their products remotely, without the need for physical movement. The components of this hybrid format include a virtual exhibition, an online communication platform, an online catalog, online broadcasting, and an offline event. Virtual reality technology is becoming an essential component of the hybrid event format, enabling the creation of engaging content through visualization and gamification. This allows visitors to experience a unique opportunity to learn about products and their usage. An analysis of the exhibition and trade fair industry in China was conducted, revealing the scale of these events and the availability of advanced digital technology. A comparative analysis between the Canton Fair and East China Fair is presented. The advantages of the Canton Fair include the virtual exhibition, which takes place over a six-month period; the availability of online services to help participants find partners; and the provision of virtual meeting rooms for B2B negotiations.
Sysoeva et al. (Tue,) studied this question.