香港25春展之后的思考（一）

Mark Fang

CEO of FundStone

"The people who are crazy enough to think they can change the world are the ones who do."

“那些认为自己能改变世界的人，最终真的改变了世界。”

– Steve Jobs 史蒂夫 乔布斯

凑热闹去看了几天香港的春展，真是应了“视网膜效应”的规律：当你怀孕时，就会发现周围全是孕妇。之前从来没有关注到，港展居然有这么多珠宝包装公司，而且拼杀如此激烈！

看着这些公司拼杀，我真的很难想象，大部分公司是凭什么接单的？同质化太严重了，坦白说，很多展位的布置方式让我觉得他们并不理解如何有效参展。

展会确实是非常高效获得客户的渠道，但如何在这种短时间、高强度的环境中迅速抓住有效客户，确实需要展会团队、产品展示以及现场布置的完美配合，也就是我们珠宝零售中经常说到的“人、货、场”三要素。

人。平时我更多考虑的是消费者这个目标客户群体，毕竟我对自己的团队比较了解，也有信心。但港展现场Booth们的团队，能否及时捕捉到客户的需求、习惯、爱好，以及与这些潜在客户建立联系，这一能力很大程度上决定了展会的成功与否。我能轻易辨别出，强势团队对现场气氛的积极影响是如此巨大，比如那个客户最多的booth（名字我就不提了 :) ）。

货。关于产品，展会的商家们都应该积极准备了打样的货品，但问题在于，是否从品质、设计、供应链管理等多维度考虑过产品？如何有效传递产品价值？更重要的是，产品背后的故事和营销材料是否准备充分？这些内容对于促成转化至关重要，很多展商可能忽视了这一点，导致产品的潜力无法最大化。

场。最后就是展会的“场”，即销售场景。这个部分尤为关键。展会空间有限，展位的布置如何吸引客户并让他们停留更久，是需要认真思考的。如何通过展台设计、互动体验、品牌展示等手段，让客户愿意多停留几分钟，深入了解你的品牌和产品？

这三个层面的运营逻辑直接决定了展会的效果和商业转化。然而，尽管我这次走马观花地看了展会，反而给我带来启发的却是几家为数不多的国外公司。

其中有一家日本公司，完全在“人、货、场”三个方面做到了极致，甚至让所有中国同行都目瞪口呆。我敢说，几乎所有同行的老板都在悄悄观察他们，想着如何在接下来的时间复刻他们的产品。

这家公司的一款戒指盒竟然能卖到一千人民币以上，我也十分震惊。于是我专门找了这个展位里面年纪最大的一位日本老头，聊了聊。

老先生告诉我，他们是一家拥有百年历史的企业，这让我非常震撼。珠宝行业的百年企业并不多，但能够在珠宝包装领域坚持百年，这在我看来几乎是日本企业的独特优势。

在和老先生的交流中，我能够非常直观地感受到这家企业的使命和愿景，这种深厚的品牌价值观在国内同行中几乎是没有人提及的。直到晚间，我都在与老先生保持着高频率的沟通，他给了我很多启发，也迫使我重新思考 FundStonePak® 的发展方向。接下来的几天，我一直在整理自己的思路，计划下一步的动作，所以我把这篇思考写成上下两部分，分两篇来记录。

第三天，当我再次去展会现场找他时，才得知原来他是这家公司的社长，已经提前返回日本了。我表达了我的遗憾，希望能请他一起吃顿晚餐，继续交流经验。

老先生说：不用遗憾，你来日本，参观我们的企业，我们再一起共进晚餐！

忙完手上的事，就去！

以下是招聘广而告之

我会为FundStonePak®担任不超过两年的牛马，直到你准备好接过这份责任。

你快来帮我。

请发送简历至：contact@fundstonepak.com

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Reflections After the Hong Kong Spring Fair 2025 (Part 1)

Mark Fang

CEO of FundStone

"The people who are crazy enough to think they can change the world are the ones who do."

– Steve Jobs

I went to the Hong Kong Spring Fair to take a look, and it really followed the "retinal effect" rule: when you're pregnant, you suddenly notice how many pregnant women are around you. I had never paid attention to it before, but at the Hong Kong fair, I was surprised by how many jewelry packaging companies there were and how fiercely they were competing!

Looking at these companies, I honestly can't imagine how most of them get their orders. The homogeneity is overwhelming, and frankly, many of the booths were arranged in a way that made me feel they didn't fully understand how to effectively exhibit.

Exhibitions are indeed an extremely efficient way to acquire clients, but in such a short time and high-intensity environment, capturing the right customers requires perfect coordination between the exhibition team, product displays, and booth setup. This aligns with the "people, product, place" principles we often talk about in jewelry retail.

People. Normally, I focus more on the target customer group—consumers—because I'm familiar with my team and have confidence in them. But at the fair, I observed how well the booth teams could capture the customers' needs, habits, and preferences, and how they established connections with potential clients. This ability largely determines the success of the exhibition. I could easily identify the booths with the most clients, and the positive impact of a strong team was quite evident.

Product. Regarding products, the exhibitors should have actively prepared samples. But the question is, have they considered their products from multiple perspectives such as quality, design, supply chain management? How do they effectively communicate the product's value? More importantly, is the story behind the product and the marketing material adequately prepared? These elements are crucial for conversion, but many exhibitors overlooked them, preventing the product's full potential from being realized.

Place. Finally, there's the "place," which refers to the exhibition space and the sales environment. This is key. With limited space at exhibitions, the booth setup must be designed to attract customers and keep them there longer. How can you use booth design, interactive experiences, and brand displays to make customers stay for a few more minutes and learn more about your brand and products?

These three elements—people, product, and place—directly determine the effectiveness of the exhibition and business conversion. However, despite the fact that I only took a quick look around the exhibition, what truly inspired me were a few foreign companies.

One of them was a Japanese company that nailed the "people, product, place" aspects to perfection, leaving all the Chinese competitors stunned. I’m sure that almost all the business owners in the industry were secretly observing them, thinking about how they could replicate their products.

One of their ring boxes was priced over 1,000 RMB, which shocked me. So, I made sure to approach the oldest gentleman at the booth and had a chat with him.

e told me that their company has a 100-year history, which truly amazed me. There aren't many 100-year-old companies in the jewelry industry, but to sustain that in the jewelry packaging field is almost a unique advantage for Japanese companies.

During our conversation, I could clearly sense the company's mission and vision, and this deep brand value was something that hardly any of the domestic competitors mentioned. I spent the whole evening staying in touch with him, and he provided me with so many insights that pushed me to rethink FundStonePak’s development direction. Over the next few days, I kept organizing my thoughts and planning my next moves, so I decided to write this reflection in two parts.

On the third day, when I returned to the exhibition to meet him again, I found out that he was the president of the company and had already returned to Japan early. I expressed my regret and said I hoped to have dinner with him and continue our discussion.

The gentleman replied, "Don't be regretful. Come to Japan, visit our company, and we can have dinner together!"

Once I'm done with my tasks, I’ll go!

I will serve FundStonePak® as a worker for no more than two years until you are ready to take over this responsibility.

Please send your resume to: contact@fundstonepak.com

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