World Horticultural Expo

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2011 Xi'an World Horticultural Expo is another major international event held in western China following the 2008 Beijing Olympic Games and 2010 Shanghai World Expo, and is a major opportunity to propagandize ecological civilization and enhance the image of the country. The eyes of the world focused in Xi'an, this ancient and charming city has become the best host site in the World Horticultural Expositions. 2011 Xi'an International Horticultural Exposition produced the huge social benefits, at the same time, brought boundless opportunities also.

As a famous domestic private enterprise, JuneYao Group actively grasped this post-Expo opportunity to involve in the Xi'an International Horticultural Exposition. In December 2010, it became the first private enterprise that entered into the contract as a global partner with Xi'an World Horticultural Expo, and secure the highest level of permission to be the whole-category producer and retailer of Xi'an World Horticultural Expo licensed products. At the same time, taking advantage of its own resources, and the operational experience in the Olympic Games and the World Expo projects, and also following the theme spirit of the Xi'an International Horticultural Exposition, the company actively spread the theme of "eternal peace & harmony between nature & mankind, nurturing and recreating the future earth — peaceful and harmonious coexistence of city and nature ", and use its quality products and services to better publicize and promote the International Horticultural Exposition, to establish the brand image of Horticultural Expo and create its social benefits.

Xi'an World Horticultural Expo licensed products must be in line with the International Horticultural Expo brand concept, serving as a role to spread the Expo spirit, propagandize Xi'an World Horticultural Expo theme, promote the development of Xi'an World Horticultural Expo, publicize Xi'an, promote Shaanxi and the World Horticultural Expo. The licensed products can be developed in several series as collectibles, souvenirs, fashion products and practical consumer goods. Each series includes high, medium and low-end products for different consumer groups. Of which the medium and low-end products, with ensured quality and reasonable prices, will be positioned to target the general public and attract more consumers to experience Xi'an World Horticultural Expo by purchasing the licensed products; part of the products are positioned to be the quality and high-priced souvenirs and collectibles targeting high-income consumers and collectors to meet the different needs of different consumer groups.

One of the major missions of Xi'an World Horticultural Expo is to narrow the distance between the International Horticultural Expo and average consumers, so that more tourists at home and abroad could experience this event. One of the effective means is to launch a large number of ordinary licensed consumer products. Consumers can also be fully aware of the themes and content of the Xi'an World Horticultural Expo by purchasing these products. Considering the characteristics of “nurturing and recreating the earth” of gift products, the products targeting the general public is more suitable to develop so as to attract more consumers to buy.

For the Xi'an International Horticultural Exposition, the city’s historical heritage, humanistic connotations and urban landscape are the valuable resources for the development of International Horticultural Expo souvenirs and collectibles, and are bound to generate significant impact at home and abroad. One of the concrete manifestations of these historical heritage and cultural connotations is the city’s symbolic features formed by the main cultural identities and the representative urban landscapes, which will be gradually interiorized and become the focus of people’s attention with the increasing influence of the city, while the Expo souvenirs developed by skillfully applying these elements are bound to be loved by consumers and collectors.