Q: You have been working in the exhibition industry for over two decades. Over the years, what incident/event has impressed you the most? Did this incident have any impact on you?
PREECHA S. CHEN: Every event is important and has a new and unique element to me. Every event impacts me in different ways. Like what some of the gurus of the industry would say, 'My best event, is the next one!'. I believe that every show is exciting and I believe that if you cannot get excited about your next show and do not enjoy the experience of crafting your next event, then life in trade show is less meaningful to you. Every next edition of your show deserves to be unique.
Undeniably, your customers expect fresh elements that make their participation at your next show even more successful, impressive and meaningful, so as a professional organizer, I believe that is the basic attitude one needs. To always look forward and work hard towards bringing something new and unique to your show, for your customers, to me that is essential.
Q: Based on Mr. Chen's own experience, for example, how can one become a successful leader in the convention and exhibition industry? When Mr. Chen took over Reed Exhibitions Greater China two years ago, there were three joint ventures, namely, Reed Sinopharm, Reed Huayin and Reed Huabo, and now the number has grown to four. After you are taken to China Reed Exhibitions to promote business growth strategy? In the process of cooperation with the Chinese exhibition industry, your feelings and what is expected?
PREECHA S. CHEN: I am not so sure if I am qualified to define or guide how one can become a successful leader in the exhibition industry. One of the benefits for me to work in China is the opportunity to work with and learn from so many smart and successful professionals and leaders.
At Reed Exhibitions Greater China, I have the pleasure of working closely with many experienced and capable colleagues, both Chinese and as well as foreign RX representatives seconded from various parts of the world. Besides, I also have the privilege to work with many successful joint ventures and business partners as well as industry associates.
The unique environment of partnership that forms Reed Exhibition Greater China allow us to take advantage of the combination of proven global brands, global networks, wealth of best operating practices and the wisdom of local entrepreneurialship with richness of passion, vision and dedication.
We treasure and are proud of our JV partners and it is my intention to continue with the effort to establish a few more. In fact, I am looking for successful enterprises with an open mind who is ready and see the benefit of embracing new concepts, new business models and technologies to help further grow the business.
Before I came to China, my predecessors have already laid a good basis for Reed Exhibitions Greater China’s business, which to me is a high starting point, but also a challenge. To further strengthen our ability to serve our customers and optimize business opportunities, I have put a lot of emphasis on the standard and efficiency of our business operations and value creation to clients and JV partners. Only in this way can we afford faster and further growth in the future and expand our market share in China as a stronger brand.
I am glad that over the past two years, we have made considerable progress in the above aspects. Our sales and marketing efficiency has improved, we have provided higher value to our customers and partners. Ultimately, our existing business portfolio has been reinforced.
Q: At China Summit 2009, you said that "Winning is not everything, but WANTING TO WIN is'. Can you share your thoughts on this?
Preecha S. CHEN: To achieve your goals, you need more than just having enough of the right resources, the right set of priorities and the execution discipline; you also need to have the right frame of mind. Trade show is a highly competitive business. Reed Exhibitions invests heavily to ensure that we have the right strategy and the right resources to optimize our chance of winning.
We also believe that it is vital that our talents operates in the work environment that inspires the passion for winning. The statement of "Winning is not everything, but WANTING TO WIN is' was a quote by the legendary Mr. Vince Lombardi who was the great coach of American National Football League. I have been inspired by this quote and humbly wish to share a similar view that the difference between a successful person and others is not a lack of strength or a lack of knowledge but a lack of will. A winner never quits because he always has the passion of wanting to win.
'Passion for winning' is one of the core values at Reed Exhibition. We cultivate fighting spirit, train our people to learn to adapt and to thrive with persistence.
Q: In the Fifth China Forum on Economic Cooperation Exhibition Mr. Chen was named Top 10 Personnel of in the Chinese exhibition industry in 2008, as the only foreigner among the Top 10, what are your feelings?
PREECHA S. CHEN:I believe that I was given the honor mainly because of what Reed Exhibitions Greater China, as a company, has consistently been contributing to the society.
I am proud that our company continues to actively fulfill its social responsibilities, to give back to the industry and the communities in China.
The fast-growing Chinese economy has attracted, over the past decade, almost all of the world's leading exhibition organizers, including Reed Exhibitions.
At Reed, with its business thriving in China, we recognize the importance of doing business with a good sense of social responsibility. Therefore, as we set our eyes on the future, we make sure that we also play our part as a responsible member of the society in matters related to social, ethical and environmental factors.
We have adopted a series of initiatives, including support for IPR protection at our events, advocating data auditing and transparency to ensure that data published by Reed Exhibitions are accurate and authentic. We care for environmental protection by actively engaging all our event participants and service providers to work together to make our events green.
Through the "Reed Exhibitions China University" and the "Talent Development Program", we continuously train and develop our local Chinese staff while we have also introduced the “Reed Exhibitions China Scholarship” to promote education and personnel training for the future generations of Chinese exhibition professionals.
We also contribute and always find means to participate in efforts to help the relief of those in need when China faces difficult times such as due to natural disaster.
In our own small way, we hope to join other industry leaders in a role with regards to social responsibilities. I hope that some of the things that we do will benefit the society and industry in the short and medium term and hope that our efforts will help inspire other industry players to do their part to help elevate and develop the exhibition industry in China.
Q:10 days ago, Reed has signed a cooperation agreement with Chengdu City, the International Microelectronics show the global microelectronics industry, the brand a permanent exhibition opened in Chengdu. Whether this is part of Reed Exhibitions China strategy, followed by what will be an important measure?
PREECHA S. CHEN: Extending our brand to emerging economies and markets in China in response to the demand of our customers is most certainly part of the Reed Exhibitions China strategy. Our NEPCON brand’s extension to Chengdu is a good example of this.
Besides our continued attempts to form additional strategic partnerships, we plan to launch new events and clone our successful and reputable brands. We had a number of great new launches in 2009 and we expect to introduce a few more launches and ventures into new areas and sectors next year.
Q: What's your favorite sport in your spare time? What's your greatest passion/interest? What do you want to do the most? What do you like the most about China?
PREECHA S. CHEN: I enjoy golf. I find golfing as one of the good ways for bonding with my sons, friends and colleagues as well as building relationship with customers and supporters.
I also am fascinated with China's unique social and cultural values. I love chinese architecture and art.