Song Shaoqiang is a 2024 graduate from the major of Exhibition Economy and Management of the School of Business Administration, Xi'an Eurasia University. During his school years, Song served as Director of the Publicity Center of the Exhibition Studio of the School of Business Administration. He won the second prize in the 15th National University Business Elite Challenge Exhibition Innovation and Entrepreneurship Practice Competition, and such honors as "Excellent Student Performer" at the Opening Ceremony of the 11th National Games for Persons with Disabilities & the 8th National Special Olympic Games. He has successively obtained certificates such as Intermediate Display Designer and Intermediate Professional Exhibition Manager. Song has been admitted by Macau University of Science and Technology (MUST) for a master's degree in International Tourism Management from the major of MICE and Event Management.

Hard work and perseverance may help a person to achieve something, while love will inspire the person to go further. In the first issue of the "Interview with 2024 Graduates" series, we will meet Song Shaoqiang, a student who gives full play to his love for his major.

During his four years of undergraduate study, Song Shaoqiang transformed curiosity into love. He has acquired solid basic knowledge of the major and actively participated in various activities to broaden his horizon and improve his ability. He has received the admission notice from MUST to embark on a new journey of postgraduate study.

01

Professional Learning + Practice in Competitions, First Encounter with the Exhibition Industry

Growing up in a family involved in business, Song Shaoqiang has cultivated a strong interest in the development of various industries from a young age. In 2020, he came to Xi'an, Shaanxi Province from Zhejiang Province with curiosity about the exhibition industry and chose to study in Xi'an Eurasia University as a major of Exhibition Economy and Management. In his eyes, exhibition is not an independent major, but a communication platform for the industry. "By learning knowledge about exhibition economy and management, I could see how various fields are integrated and developing independently. That's why I am interested in it."

Xi'an is the strategic frontier and gateway of the Silk Road Economic Belt opening to the west. With outstanding geographical advantages, profound cultural deposits, numerous industrial clusters and other advantages, Xi'an is making every effort to build itself into a famous international exhibition city along the Belt and Road. The major of Exhibition Economy and Management in Xi'an Eurasia University focuses on extensive links and in-depth cooperation with enterprises in the industry to give students all-round access to cutting-edge information of the industry. It strives to cultivate students' professional competitiveness from such aspects as activity planning and design, copywriting, brand promotion, new media operation, and program operation and management.

Soon after his entry into the university, Song Shaoqiang joined the Exhibition Studio of the School of Business Administration. Under the guidance of the teachers, he began exploration in the exhibition industry. Together with his seniors, Song participated in the National University Business Elite Challenge Exhibition Innovation and Entrepreneurship Practice Competition. Focusing on the 14th National Games of the People's Republic of China, they planned a sports-themed experience exhibition. "At the thought that I was a freshman to participate in a national competition, I felt nervous and excited. Fortunately, I received support from my seniors and tutors. We finally won the national third prize with the planning scheme we developed after several sleepless nights of hard work. It's definitely a huge motivation for me."

(Fig. 2 and 3) Song Shaoqiang and His Teammates Prepare for the Competition and Win the National Second Prize

With rich experience in planning writing, activity shooting, participation in programs and other aspects from the Exhibition Studio and through systematic learning of the professional expertise, Song Shaoqiang's logical thinking on exhibition planning and operation has become clearer. In the sophomore year, together with his classmates, Song once again participated in the National University Business Elite Challenge Exhibition Innovation and Entrepreneurship Practice Competition. Their planning scheme titled "Intelligent 'Carbon Neutrality' for a Better Future—The First China Wuhan Carbon Neutrality Technology Expo & Forum 2023" won the second prize. "In the process of completing program tasks and participating in competitions, we have to face many unexpected challenges, such as coordination between various departments, venue layout and matching degree for activities. These tasks involve much more trivial details than I imagined." Song Shaoqiang's understanding of the exhibition industry has gradually become concrete.

(Fig. 4 and 5) Song Shaoqiang Takes a Group Photo with a Staff Member of the Program Team After Performing at the Opening Ceremony of the National Games for Persons with Disabilities & the National Special Olympic Games

In addition to professional learning, Song Shaoqiang also actively participated in social activities to enrich his practical experience. In June 2021, he signed up to be a performer at the Opening Ceremony of the 11th National Games for Persons with Disabilities & the 8th National Special Olympic Games. After four months of intensive training, he completed the performance of "Shared Glory" together with more than 180 students and won the honor of "Excellent Student Performer". In addition to his performance, Song Shaoqiang remains committed to reflection, learning, and gaining insights from the perspective of the exhibition industry. "Such a large-scale exhibition dominated by the government is very efficient in resource mobilization, manpower arrangement and performance coordination. The limited resources can be allocated reasonably and used efficiently within a limited time. That is what I need to keep learning."

02

Taking the 1st Step of Seeing the World in Macao as an Exchange Student

In January 2023, the student exchange program between Xi'an Eurasia University and MUST was launched, providing students with an opportunity to broaden their international horizons, enhance their professional competence, and better cope with the challenges in future study and life through the communication window of MUST. Song Shaoqiang and three other individuals became the first students of Xi'an Eurasia University to participate in a student exchange program at MUST.

(Fig. 6) Group Photo of Exchange Students at MUST and Sun Jianrong, Vice President of Xi'an Eurasia University (Second From Left)

"MUST focuses more on practice in teaching. Teachers will ask students to form groups, choose exhibitions on their own, and write relevant analysis reports, which greatly tests students' teamwork and observation ability. Besides, students should deliver both written and oral reports entirely in English, which is very challenging." Song Shaoqiang felt fresh about this and was willing to try, "The more challenging it is, the more interested I am. Only by overcoming the unknown can I make progress!"

(Fig. 7 and 8) Group Photo at the End of the "Exhibition Operation and Planning" Course (The First From Left Is Song Shaoqiang)

Among the five selected professional courses, "Exhibition Operation and Planning" is his favorite. "The teacher of this course has a doctoral degree from Canada, with rich overseas practical experience. In his class, we learned a lot of detailed professional knowledge including exhibition operation and catering planning."

(Fig. 9 and 10) Song Shaoqiang Attends MGM Talent Exchange Meeting

Under the leadership of a professor, Song Shaoqiang also watched Macao Marathon, MGM Talent Exchange Meeting and other activities on site. He was deeply impressed by the local perfect exhibition process system and service system: "Most of the various exhibitions in Macao are sponsored by local associations, resulting in high public enthusiasm and high requirements for people-oriented planning. I began to realize that an excellent professional in the exhibition industry should not only possess comprehensive knowledge of exhibitions, but also strive to become a generalist who can control the whole situation while paying close attention to details." At the end of the exchange, Song Shaoqiang achieved good results of Grade A in his elective courses "Service Industry Crisis and Management" and "International Etiquette".

Song Shaoqiang has benefited a lot from the half-year student exchange program, involving the international curriculum, English-based teaching modes, communication with professors and students from all over the world, and more professional and mature exhibition operation modes. This experience strengthened his determination to pursue further studies and continue to improve himself in the field of exhibitions. After returning to Xi'an Eurasia University, he began to consolidate his professional knowledge and improve his English proficiency in preparation for applying for postgraduate study at MUST.

03

Entering MUST to Keep Improving Professional Competence

The senior year witnessed Song Shaoqiang's hard work for the application for postgraduate study. He successfully passed the English test and obtained the interview qualification of MUST. The professional knowledge and practical experience accumulated in the four years helped him win the recognition of the interviewers. Finally, Song Shaoqiang successfully received the admission notice for a master's degree in International Tourism Management from the major of MICE and Event Management of MUST.

After being admitted as a graduate student, Song Shaoqiang has never stopped exploring the world. In late April, he was given the opportunity to travel to Germany as an exhibitor at HANNOVER MESSE. HANNOVER MESSE was founded in August 1947. After more than half a century of continuous development and improvement, it has become the world's largest industrial exhibition and it is known as the "wind vane" for global industrial technology development.

(Fig. 11 and 12) Scenes of HANNOVER MESSE

During his stay in Germany, Song Shaoqiang saw the world's advanced modern industrial technologies and exchanged with the staff of CMEC International Exhibition Co., Ltd. to learn about the operation modes of international advanced exhibitions. He found that HANNOVER MESSE would offer public shuttle buses to connect various exhibition areas and provide on-site services for exhibitors, including poster printing. Such people-oriented details are reflected in all aspects. After the exhibition, Hannover Exhibition Center sent a questionnaire to Song Shaoqiang's team to inquire about the situation of the exhibition site. The questionnaire covered a wide range of contents, including participating countries, industry classification and digital participation.

(Fig. 13) Group Photo of Song Shaoqiang's Exhibitor Team

"HANNOVER MESSE mainly focuses on AI and energy transition, which also demonstrates that digitization is the mainstream trend in today's world. This fits well with the theme of my graduation thesis: Exhibition Digitization." At that time, Song Shaoqiang nurtured a new dream. He hopes to continue to deepen the digitization of exhibitions in the future and apply the advanced modes, curatorial experience and digital technologies learned from MUST in the domestic exhibition industry he loves for its continuous development.

Song Shaoqiang's relentless motivation to explore can be seen from his continuous improvement in academic performance and the gradual accumulation of practical experience. "I will continuously broaden my horizons, endeavor to improve myself, strive for further study in the professional field I love, and work hard to achieve my life goals." He is confident about his future career development.

(Text by Dang Zijun and Li Xiaofei; Photo by Song Shaoqiang)