JCtrans:We knowTOC Asia has been held in various locations throughout the Greater Asia region for 16 years, which do you think have been the keys to this success?
Mr. Paul Holloway: TOC ASIA has visited many of Asia's largest port cities over the years including Singapore, Busan, Shanghai and of course HK on a number of occasions. Recently our strategy has been to penetrate the Chinese markets as most of the world's largest port communities are hosted here. The challenge TOC ASIA has faced is gaining critical mass within China and being accepted as the first choice for the shipping community to gather on a yearly basis. We have had some very successful outings in Asia over the last ten years as a result of our brand strength globally and our undying ethic of producing high quality content. We have also experienced projects where the market may have felt we have asked a lot when we have visited more remote locations, particularly during the recession years. We now realize that a central Asian location is critical and totally in line with our new brand direction which will encompass the entire container supply chain. There is no better place for delivering this than Hong Kong.This has been confirmed by the huge support we have received from the Government and major shipping players in the region.
JCtrans: How does the current economic situation in Asia affect TOC Asia?
Mr. Paul Holloway: Downturns in the economy are, unsurprisingly, never good for the events industry. Customers are far more selective on how they spend their decreasing promotional budgets and events are vulnerable due to financial restraints. In these times it is essential for us to deliver unparalleled quality in terms of content and audience and present a compelling reason for the market to back us. We continue to invest and readjust our marketing mix to cope with economic uncertainty despite the affect this has on the financial side of our business. We are committed to delivering quality during both good and bad times for the shipping industry; in fact there is often more reason to get together as an industry in times of adversity. Intra-Asian trade is holding up better than most so we have focused our conference 'story' around this. The feedback we are getting from Asian customers is more positive than that from other regions so there is room for a little less pessimism than could be expected.
JCtrans: Which innovations will TOC Asia present this edition?
Mr. Paul Holloway: The new container supply chain concept is an innovation within itself. Now we will hear from many shipping lines, 3pls and shippers as well as our usually high quality operational speaker line up. This concept is being extremely well received, particularly by the port and terminal fraternity who are now even more positive about TOC.
Other innovations included a shipper led forum run by BSR, a Port Strategy seminar hosted by Global Institute of Logistics, ECO-TOC, speed networking and an exclusive party held at the HK horse racing track. Limited passes exist to visit one of the world's largest terminals too.
JCtrans: Which does TOC Asia aim for the future?
Mr. Paul Holloway: To continue to run in Hong Kong as a Pan-Asian hub and grow our reputation as the must attend conference of the year. We will be releasing a new format for 2013, very exciting, but all will become clear at this year¡¯s event.
JCtrans: How do you see the logistics sector development in Asia compared with that of some other region? Mr. Paul Holloway: Bearing in mind most of the world's cargo originates in Asia it is no surprise that logistics is high on the agenda in this region. Ports are seeing themselves more and more as logistics centers across the globe and Asia is no different. Logistics is critical to Asia in the same way as it is elsewhere. We will hear from most of the region's largest 3pls in HK this year and will soon announce two new global 3pls sponsors who recognize that we are the forum now for the entire container supply chain to meet, learn, debate and network. To hear why logistics is so important in Intra-Asian trade I would recommend joining the key players and brands at TOC Container Supply Chain, Asia, Hong Kong in March www.toc-events.com. |
