第十届莫斯科花卉展如期举行
2020 年 9 月 8 至 10 日，第十届国际花卉、植物、园艺设施与技术展览会 FlowersExpo 在莫斯科克罗斯展览中心 (Crocus Expo) 举行。本届展会由 GreenExpo 展览公司主办、展会总监纳杰日达·格里戈里耶娃 (Надежда Григорьева / Nadeshda Grigorieva) 主持筹备。展会在 2020 年 7 月获得俄罗斯政府批准继续按原计划举办后，展方在 8 月份就提前对外发布新闻稿，告知行业参展商与买家筹备工作已经全面恢复，俄罗斯及国际花卉行业的专业观众都对这次实体展会寄予很高期待。
首次采用实体 + 在线混合办展
本届 FlowersExpo 首次采用「线下实体展 + 在线虚拟展」同步举办的混合形式：观众既可以到克罗斯展览中心现场观展，也可以通过专门的在线平台 Flowers-Expo.Online 远程参加。展会主办方格里戈里耶娃在接受国际园艺杂志 FCI 采访时表示，由于俄罗斯在疫情期间采取了 3 个月的社交疏远和隔离措施，境外花卉、植物及相关商品进入俄罗斯的物流虽未完全中断但也明显受阻，外国参展商在边境封闭的情况下难以亲赴莫斯科，因此在传统展旁开发同步姊妹形式，可以让更多国外同行以虚拟展商身份继续出现在俄罗斯买家眼前。
主办方背景与展会规格
FlowersExpo 由 GreenExpo 展览公司主办，举办地是莫斯科克罗斯展览中心 (Crocus Expo) —— 这座国际展览中心位于莫斯科环城公路附近，是俄罗斯境内现代化程度最高、基础设施最完善的国际展览场馆之一，也是俄罗斯被俄罗斯展览与博览会联合会 (Russian Union of Exhibitions and Fairs) 评为「俄罗斯花卉与植物领域最佳展会」的长期举办地。本届展会有约 200 家企业以实体展商身份参展，业务覆盖俄罗斯本国厂商与来自荷兰、德国、白俄罗斯、立陶宛、波兰、厄瓜多尔、日本等国的境外公司；展会同期还举办 40 场左右的行业会议、论坛和花艺表演，包括 AIPH 国际园艺生产者协会与 Floriculture International 杂志支持的「了解与发展俄罗斯花卉市场」在线研讨会，以及俄罗斯花艺师协会 (National Guild of Florists) 主办的全俄花艺锦标赛等花艺赛事。
实际办展成果与疫情下的特殊安排
据展后官方公布的总结：本届展会有 180 家企业实际到场布展，现场观众共 9800 名专业买家与行业人士，另有 1550 名来自 38 个国家的观众通过在线平台观展，期间共举行了 165 场在线商务对接会；俄罗斯本土主力展商包括 Azalia Decor、New Holland、Flowers by Macheluk、Florexim、JMP Flowers、Kharchenko、Rassada.ru / Shneider BV、Semko、Flower Fantasia、Ideal、Kaluga Flower Holding、瓦舒季诺苗圃 (Vashutino)、蒙布朗苗圃 (Montblanc)、Gavrish、Agrosad、Vera Glukhova 花园中心等；国外品牌 De Ruiter Innovations、Dekker Chrysanten (荷兰)、Straathof (荷兰)、Impex Group (厄瓜多尔)、Essegl (意大利)、Havatec (荷兰) 等则通过俄罗斯本地合作伙伴的展位联合出展，日本花卉拍卖会则是首次克服距离障碍借助线上形式亮相。展会闭幕后，所有展商资料、产品信息与视频录像在 Flowers-Expo.Online 平台上持续保留到 2021 年 6 月，供未能到场的海外买家回看查询。
对后疫情时代俄罗斯花卉业的意义
本届展会是在新冠疫情冲击全球经济、各国边境相继关闭的背景下举办的。展会主办方在新闻稿中表示，俄罗斯本土花卉生产在疫情期间承担了比平时更重要的供应角色，国内生产商不仅稳住国内市场，还尝试扩大生产规模以减少对进口的依赖；但与此同时，境外商品和参展商进入俄罗斯的渠道仍需通过在线方式维系。FlowersExpo 2020 通过首次尝试实体 + 在线混合形式，让来自荷兰、德国、厄瓜多尔、波兰、委内瑞拉、日本等国的几十家境外公司得以继续在俄罗斯市场露面，这场实践也使该展会被业内称为俄罗斯和欧洲绿色产业领域最早一批成功举办的混合型活动之一。下一届 FlowersExpo 定于 2021 年 9 月 14 至 16 日在克罗斯展览中心举行。
The Tenth Moscow FlowersExpo Held as Planned
The 10th edition of FlowersExpo, the international exhibition of flowers, plants, machinery and technology for floriculture and landscape design, was held on 8-10 September 2020 at Crocus Expo International Exhibition Centre in Moscow, Russia. Organised by the GreenExpo Exhibition Company under the direction of Nadeshda Grigorieva, the show received clearance from the Russian government in July 2020 to proceed as planned. In late August the organisers issued a press release confirming that preparations had been brought back on track after three months of social-distancing measures, and that industry professionals were looking forward to the physical event.
First-Ever Hybrid Physical and Online Format
FlowersExpo 2020 adopted a hybrid format for the first time, pairing the classical on-site exhibition at Crocus Expo with a parallel virtual showcase on the dedicated platform Flowers-Expo.Online. Speaking to FCI magazine, director Nadeshda Grigorieva explained that, while the flow of flowers, plants and supplies into Russia had not been completely halted by the pandemic, the closure of borders had made it difficult for foreign companies without local partners to participate in person; the online component allowed them to reach Russian customers remotely and was offered free of charge to both visitors and exhibitors.
Organiser, Venue and Show Scope
FlowersExpo is run by the GreenExpo Exhibition Company at Crocus Expo, one of the most modern exhibition complexes in Russia and a long-standing venue recognised by the Russian Union of Exhibitions and Fairs as the leading trade event in the Russian flower and plant segment. About 200 companies were present in the physical halls, alongside international participants from Germany, Belarus, Lithuania, Poland, Ecuador and Japan. Roughly 40 business events were organised during the three days, including the FlowersCONF conference on post-crisis recovery, a round table on COVID-19 and the flower business, the Russian Professional Floristry Championship organised by the National Guild of Florists, and an AIPH-supported online webinar on understanding and developing the Russian flower market.
Final Attendance Figures
According to the organisers’ post-show release, 180 companies exhibited on-site, 9,800 industry specialists visited the physical show, and a further 1,550 viewers from 38 countries attended via Flowers-Expo.Online, with 165 online business meetings logged. Domestic participants included Azalia Decor, New Holland, Flowers by Macheluk, Florexim, JMP Flowers, Kharchenko, Rassada.ru / Shneider BV, Semko, Flower Fantasia, Ideal, Kaluga Flower Holding, the Vashutino, Montblanc, Gavrish and Agrosad nurseries, the Garden Center Vera Glukhova, and the Association of Planting Material Manufacturers. International breeders including De Ruiter Innovations, Dekker Chrysanten and Straathof (NL), Impex Group (Ecuador), Essegl (Italy) and Havatec (NL) were represented through Russian partner stands, while a Japanese flower auction joined the show remotely for the first time. Exhibitor information, product catalogues and recorded sessions remained available on Flowers-Expo.Online until June 2021.
Significance for the Post-Pandemic Flower Trade
Held against the backdrop of a global pandemic and closed borders, FlowersExpo 2020 highlighted the rising importance of domestic flower and plant production in Russia, while showing that international supply chains could still reach Russian buyers through online channels. The organisers framed the hybrid experiment as one of the earliest green-industry hybrid events in Russia and Europe. The next edition of FlowersExpo was scheduled for 14-16 September 2021 at Crocus Expo.
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