Operations Director Of China (Beijing) International RV & Camping Exhibition Discusses Approach & Evolution At Show
RVing has become a global business. The key is bringing the ideas together but making them right for the country they exist in. China is one of the fastest rising adopters and interested areas in this outdoor industry. The China (Beijing) International RV & Camping Exhibition in Beijing is considered one of the premier destinations for manufacturers, builders, owners and RVers to come together to both see new advancements, share ideas and enjoy the love of the RV Lifestyle. MRV: The Buzz Editor In Chief Tim Wassberg sat down with Managing Director Judy Zhu to discuss the evolution of the RV business and the expanding outdoor industry in China.
The Buzz: The Beijing RV Show is such a big undertaking. Can you talk what it takes to put together this type of show from your point of view?
Judy Zhu: I started to form my exhibition career since 1993. For two of these years—[which is now] already 24 years-- I had 16 years experience with German exhibition companies…[I was] working for Deutsch Messe and Messe Stuttgart, the two German exhibition companies. So [there] we had [a lot] detail and a very professional logistic…a “how-to” organization. Two years ago, I came from Shanghai. My family's based in Shanghai. So, the boss, the founder here, invited me to help them to build that for the most important official [show] in Beijing. Because before I moved to Beijing to organize the RV China show, I had already touched the RV show for four years.
The Buzz: So you knew the business?
JZ: I know the RV business, the RV industry. And I asked some customers…the customers are the key players of 21st RV. Why? I first visited RV China in 2012 and although it's a small show, it's very important. Because of this, the limited exhibitors, they talk to me and can sign a lot of contracts on site. But I also thought this is good chance for me because with this small show, [because] they can catch buyers. And they have RV Family [RV China’s Camping Club]
The Buzz: And RV Family was already established at that point?
JZ: At that time, I had heard of RV Family. I'm based in Shanghai [in South China] and had 4 years experience working in Jiangsu province. There was a lot of people, but no RV. So why, in North China, [was there] so many people that love RVing. They have RV Family. They have buyers. They love "RV China", the show. So during the more than two years of my experience cooperating with the founder, I know now why the show will be the most important and the largest show in China, [maybe] in Asia…because the resource is good, the platform is good…we have a good website…we have buyers, and RV Family.
The Buzz: The RV industry in China is so new…there's so much innovation that can be done. We were talking about the fact that there are all these new campsites being built. Could you talk about the challenges creating and helping build this show to where it is right now?
JZ: I think I'm lucky because after I moved from east China to north China, especially last year, the central government announced very, very important regulation policies encouraging the city government to build up their campsites. Because of [new] travel habits [in China], it's different. So, more and more people, they like to -- how to say -- road trip. The road trips will be the development [of the China RV culture] in the future. Much is developing very fast, and this is a chance. The challenge is now, in a lot of cities, especially big cities, like Shanghai, Canton and Beijing, there are three shows every year. We have two shows -- spring and autumn show – and “Message to Shut Off”, they have a show in the summertime but our two shows are the biggest and most important in China. The cities…they may have more and more shows but we [will continue] RV Family and our service, with our three channels. Nobody [in China] can copy.
The Buzz: You have something that's very unique in China. Could you talk about interacting within those channels? You have the manufacturers. You have the club, but you also have 21RV. Everything's integrated. Could you talk about what it takes to keep that running smoothly?
JZ: Our website attracts [a lot]. On our website, you will find many of the local RV brands but also many of the international RV brands. We promote both of them but we consider the after sales. A lot of Chinese people [though]…they will think [first] about the local brand, yeah. So through our website…we have the WeChat for RV Family and then we present all of the manufacturers. Then when we have the show, the organizer or sponsor is the China Auto Association Committee. They stand for the manufacturers, they set up the industrial standard and they also send a report to the central government on how to develop the Chinese RV industry.
The Buzz: So the committee lets the central government know what needs to be done in order to promote the industry.
JZ: Yes. Even our supporters, they all come from the different fields, like the Tourism Bureau, the Passport Bureau [but only] for our show, our RVs. We get great support of the central government. It is like in Louisville Kentucky with the National RV Show. RV China is our national show. We also get support from the Industry Bureau as well as the Auto Manufacturer Industry Bureau. But they also come from the Sport Bureau. And in China, the Sports Bureau…they are very important to encourage government to set regulations for campsites.
The Buzz: So from your perspective, you're seeing the RV industry growing. It's growing by leaps and bounds but it will take time. Can you talk about the evolution of the RV industry? Based on what your are seeing at the show… what people are buying. But I am also seeing that there's so much more Chinese manufacturers than there are foreign manufacturers. It seems that there’s much more local manufacturing going on with RVs even in the past year.
JZ: Here at our show you will find almost 100 RV manufacturers presenting and showing their products. Every year they will take two or three different products and upgrade them to our show. They are basically local, but I think this show is very good chance for them to get to know good technology but also to find partners in the accessories. In our RV accessories hall you will find the most important international brands. [The Chinese manufacturers] can find the solution [there] to build up the right products to fit for Chinese market.
The Buzz: The one thing I notice is that here at the show there is a diversity of manufacturers. You have places like the container houses… you have the regular RVs…you have the Egg trailers. The Chinese are very innovative in terms of finding new ways to RV. Could you talk about Chinese innovation in the RV space.
JZ: China is a very clever country. The people are clever. And I think when it started from 15 years ago, the founders, our boss, did everything themselves. So when there was no RVs in China, they were traveling. They loved the desert. They loved the mountains. They climbed mountain. They drove their car. Finally they found the solution [that] they need to sleep and cook in their RV. So they built a RV by themselves step by step. These kinds of people…they lead a lot of young people. And these people, they like handy manufacturers. They like handy workings. When they innovate the solution, they find all kinds of solutions. [They have researched and] collected information from America and Germany so they could build an RV fit for the habits of the Chinese.
The Buzz: What is interesting also is that clientele of the RV is changing worldwide. It's not just the older people. It's the younger people. Could you talk about that? Because we see that in America too is that the grandparents bring the grandkids. And then the millennials…they are starting to buy the trailers, and then will buy the motorized class As…Class Bs. Can you talk about the diversity of the clientele.
JZ: So right now there is a very interesting signal that more and more young people…they love this kind of RV lifestyle. Yesterday I met a Governor from the west of China who asked me to send some RV pictures. He said his children say “We don't want to buy a house or apartment. We want to buy an RV because we want to be living outdoors!” It's new signal. The children don't want to buy an apartment now because you know how expensive it is to buy an apartment or house in China. They don't want to use the money from the parents. They says “It's cheaper, yeah?” So after several years of hard work, “I can buy an RV and I can reach my dream. I want to go to Shin Chang. So this is the new younger [generation].
The Buzz: Things change.
JZ: So it's a reason that now a lot of auto manufacturing companies, they begin RV manufacturing. You know why? Because they see that this is the trend. This is the habit trend in China in the future…the next changes.
Tim Wassberg
A graduate of New York University's Tisch School Of The Arts with degrees in Film/TV Production & Film Criticism, Tim has written for magazines such as Moviemaker, Moving Pictures, Conde Nast Traveler UK and Casino Player. He enjoys traveling and distinct craft beers among other things.
Make Sure To Check Out:
21RV, which is your first stop for all things RVing in China from manufacturers to innovation to the latest news. They are also the place to hear first about the China (Beijing) International RV & Camping Exhibition held each year in the Spring & Autumn.
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