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科技盛会CES重磅回归美国拉斯维加斯,有哪些看点?

科技盛会CES重磅回归美国拉斯维加斯,有哪些看点?

Chris Morris 2022-01-07
奥密克戎变种病毒开始像野火一样在美国蔓延,让一些知名参展商再次取消线下参展。

2022年美国拉斯维加斯消费类电子产品展(CES)的规模,现在与两周前相比,可不能同日而语。

两年来,各路参展商和与会者都没有进行线下集会,本次展会属于新冠疫情爆发以来首次,意味着大型线下集会再次成为可能。谁知,奥密克戎变种病毒开始像野火一样在美国蔓延,让一些知名参展商打消了这个念头。

T-Mobile是第一个退出CES线下展会的,紧随其后的是亚马逊(Amazon)、Facebook母公司Meta、谷歌(Google)、英特尔(Intel)、微软(Microsoft)和芯片制造商AMD等。

虽然退堂鼓阵阵响起,但展会仍将召开,即便时长被迫缩短,难如主办方美国消费技术协会(CTA)最初所愿。该协会曾经明确表示,展会将于线上线下同步进行。但在2021年12月31日又表示,出于安全考虑,展会将提前一天(于1月7日)结束。

最大的问题是:会有人去现场参观这些线下展位吗?

预计今年到现场参会的人数将明显少于2020年的18.2万人。因为近期新冠肺炎确诊病例数量惊人且新增不断,包括《财富》杂志在内的许多主要媒体已经决定,不派记者参加此次展会。和2021年一样,美国消费技术协会也将举办线上活动,与线下展会相结合。但对许多人来说,线下的展会现场才是重点。这也相当于一个试验,看以往的惯例做法,在新冠疫情的时代是否仍然吃得开。

美国消费技术协会的主席加里·夏皮罗坚持认为,答案是肯定的。

他在LinkedIn的一篇帖子中写道:“成千上万的企业都指望着我们。CES是一场非常重要的商业活动,很多中小企业一年的成败都在此一举。很多企业已经联系我们,敦促我们举行线下活动……在新冠疫情爆发以来的两年里,我们领悟到了很多,尤其是人类切实需要与他人交流相处。面对面的线下聚会有助于人与人之间建立关系、发现和学习新事物,以及更好地交流沟通。此外,虽然要谨慎行事,但我们有理由保持乐观。因为奥密克戎变种病毒虽然传染性更强,但研究表明,接种新冠疫苗的人感染此种病毒患上重症的风险是最小的。”

不过,许多中小企业之所以推动举办线下展会,理由可能各不相同。

美国性用品品牌OhMiBod的创始人及首席执行官苏琪·邓纳姆说:“如果由于某种原因,CES不能如期举行,(美国消费技术协会)会把展商交纳的参会资金保留到明年。”过去十年,OhMiBod都参加了CES,但今年却没有申请参会。“对于规模比较小的公司来说,这需要一笔相当数目的资金。我们不想押注于此……考虑到当前的新冠疫情状况,我们不知道能够有多少潜在客户会派人来参加线下活动,这也是出于性价比的考虑。”

据美国消费技术协会称,超过2200家参展商已经确认参加今年的CES线下展会。一些大公司仍在此列。电视机制造商LG和三星(Samsung),以及索尼(Sony)、英伟达(Nvidia)和福特(Ford)也将参加线下展会(但通用汽车不参加)。三星的首席执行官韩钟熙(Jong-Hee Han)和高通(Qualcomm)的首席执行官安蒙(Cristiano Amon)等高管也将到场发表主题演讲。

2022 CES主要看点

新款电视、汽车技术(今年展区面积为60万平方英尺)和古怪的小玩意将一如既往地占据大部分新闻头条。但今年的CES也开辟了新的领域。

食品技术展区将突出展示许多内容,包括植物性蛋白质、智能农业,以及可持续发展相关技术。此外,CES将首次为太空技术开辟一个专门的展区,其中太空运输工具开发商Sierra Space的有翼商业航天飞机“追梦者号”(Dream Chaser)或为最大亮点。这种太空运载工具旨在用来把宇航员运送到国际空间站(International Space Station)和其他位于近地轨道上的目的地。

毫无疑问,医疗技术将成为2022年CES的一大焦点。医疗技术展区原位于CES的威尼斯酒店分会场,今年已经被移至主会场拉斯维加斯会议中心(Las Vegas Convention Center)。该类别将展出包括远程医疗和自我健康管理等领域的新技术。虽然肯定有一些公司倾向于探索新冠疫情主题和相关领域,但从吸奶器到胰岛素监测的传统数字健康产品将占大部分。

为了强调健康科技产业的参与,雅培(Abbott)的首席执行官罗伯特·福特将发表主旨演讲。

很多公司也都在热议非同质化代币(NFT)、数字艺术和元宇宙(metaverse), Facebook的创始人马克·扎克伯格最近表示,虚拟现实将是未来的主宰。

首届CES举办于50多年前,许多在此首次亮相的产品,日后都一鸣惊人,包括DVD、VCR、CD播放器和Xbox电子游戏机。考虑到CES在行业中的份量,许多计划在今年晚些时候举办大型贸易展会的其他组织者都将关注本次CES的举行情况,想看它如何应对目前的新局势。

如果CES能够成功举办,而且没有引起新冠肺炎的大规模传播,那么即使以现在缩水了的规模,也可能会在很大程度上激活拉斯维加斯的经济发展。据拉斯维加斯会议和旅游局(Las Vegas Convention and Visitors Authority)的数据显示,2019年,包括拉斯维加斯在内,在内华达州南部举行的会议约有660万人参加,产生了114亿美元的经济效益。

CES的参会者必须出示新冠疫苗接种证明才可以进入展会现场。并且,所有室内展览设施、主题演讲会场,以及交通运输设施内,人们都必须佩戴口罩。2021年12月中旬,美国消费技术协会宣布,线下参会者领取展会徽章时,也将同时发放两套COVID-19核酸自检测试剂。尽管该组织鼓励参会者在现场或出发前进行核酸检测,但这并不是强制要求。(财富中文网)

译者:Transn

2022年美国拉斯维加斯消费类电子产品展(CES)的规模,现在与两周前相比,可不能同日而语。

两年来,各路参展商和与会者都没有进行线下集会,本次展会属于新冠疫情爆发以来首次,意味着大型线下集会再次成为可能。谁知,奥密克戎变种病毒开始像野火一样在美国蔓延,让一些知名参展商打消了这个念头。

T-Mobile是第一个退出CES线下展会的,紧随其后的是亚马逊(Amazon)、Facebook母公司Meta、谷歌(Google)、英特尔(Intel)、微软(Microsoft)和芯片制造商AMD等。

虽然退堂鼓阵阵响起,但展会仍将召开,即便时长被迫缩短,难如主办方美国消费技术协会(CTA)最初所愿。该协会曾经明确表示,展会将于线上线下同步进行。但在2021年12月31日又表示,出于安全考虑,展会将提前一天(于1月7日)结束。

最大的问题是:会有人去现场参观这些线下展位吗?

预计今年到现场参会的人数将明显少于2020年的18.2万人。因为近期新冠肺炎确诊病例数量惊人且新增不断,包括《财富》杂志在内的许多主要媒体已经决定,不派记者参加此次展会。和2021年一样,美国消费技术协会也将举办线上活动,与线下展会相结合。但对许多人来说,线下的展会现场才是重点。这也相当于一个试验,看以往的惯例做法,在新冠疫情的时代是否仍然吃得开。

美国消费技术协会的主席加里·夏皮罗坚持认为,答案是肯定的。

他在LinkedIn的一篇帖子中写道:“成千上万的企业都指望着我们。CES是一场非常重要的商业活动,很多中小企业一年的成败都在此一举。很多企业已经联系我们,敦促我们举行线下活动……在新冠疫情爆发以来的两年里,我们领悟到了很多,尤其是人类切实需要与他人交流相处。面对面的线下聚会有助于人与人之间建立关系、发现和学习新事物,以及更好地交流沟通。此外,虽然要谨慎行事,但我们有理由保持乐观。因为奥密克戎变种病毒虽然传染性更强,但研究表明,接种新冠疫苗的人感染此种病毒患上重症的风险是最小的。”

不过,许多中小企业之所以推动举办线下展会,理由可能各不相同。

美国性用品品牌OhMiBod的创始人及首席执行官苏琪·邓纳姆说:“如果由于某种原因,CES不能如期举行,(美国消费技术协会)会把展商交纳的参会资金保留到明年。”过去十年,OhMiBod都参加了CES,但今年却没有申请参会。“对于规模比较小的公司来说,这需要一笔相当数目的资金。我们不想押注于此……考虑到当前的新冠疫情状况,我们不知道能够有多少潜在客户会派人来参加线下活动,这也是出于性价比的考虑。”

据美国消费技术协会称,超过2200家参展商已经确认参加今年的CES线下展会。一些大公司仍在此列。电视机制造商LG和三星(Samsung),以及索尼(Sony)、英伟达(Nvidia)和福特(Ford)也将参加线下展会(但通用汽车不参加)。三星的首席执行官韩钟熙(Jong-Hee Han)和高通(Qualcomm)的首席执行官安蒙(Cristiano Amon)等高管也将到场发表主题演讲。

2022 CES主要看点

新款电视、汽车技术(今年展区面积为60万平方英尺)和古怪的小玩意将一如既往地占据大部分新闻头条。但今年的CES也开辟了新的领域。

食品技术展区将突出展示许多内容,包括植物性蛋白质、智能农业,以及可持续发展相关技术。此外,CES将首次为太空技术开辟一个专门的展区,其中太空运输工具开发商Sierra Space的有翼商业航天飞机“追梦者号”(Dream Chaser)或为最大亮点。这种太空运载工具旨在用来把宇航员运送到国际空间站(International Space Station)和其他位于近地轨道上的目的地。

毫无疑问,医疗技术将成为2022年CES的一大焦点。医疗技术展区原位于CES的威尼斯酒店分会场,今年已经被移至主会场拉斯维加斯会议中心(Las Vegas Convention Center)。该类别将展出包括远程医疗和自我健康管理等领域的新技术。虽然肯定有一些公司倾向于探索新冠疫情主题和相关领域,但从吸奶器到胰岛素监测的传统数字健康产品将占大部分。

为了强调健康科技产业的参与,雅培(Abbott)的首席执行官罗伯特·福特将发表主旨演讲。

很多公司也都在热议非同质化代币(NFT)、数字艺术和元宇宙(metaverse), Facebook的创始人马克·扎克伯格最近表示,虚拟现实将是未来的主宰。

首届CES举办于50多年前,许多在此首次亮相的产品,日后都一鸣惊人,包括DVD、VCR、CD播放器和Xbox电子游戏机。考虑到CES在行业中的份量,许多计划在今年晚些时候举办大型贸易展会的其他组织者都将关注本次CES的举行情况,想看它如何应对目前的新局势。

如果CES能够成功举办,而且没有引起新冠肺炎的大规模传播,那么即使以现在缩水了的规模,也可能会在很大程度上激活拉斯维加斯的经济发展。据拉斯维加斯会议和旅游局(Las Vegas Convention and Visitors Authority)的数据显示,2019年,包括拉斯维加斯在内,在内华达州南部举行的会议约有660万人参加,产生了114亿美元的经济效益。

CES的参会者必须出示新冠疫苗接种证明才可以进入展会现场。并且,所有室内展览设施、主题演讲会场,以及交通运输设施内,人们都必须佩戴口罩。2021年12月中旬,美国消费技术协会宣布,线下参会者领取展会徽章时,也将同时发放两套COVID-19核酸自检测试剂。尽管该组织鼓励参会者在现场或出发前进行核酸检测,但这并不是强制要求。(财富中文网)

译者:Transn

Two weeks ago, CES 2022 was a far different show.

Exhibitors and some attendees were prepared to gather for the first time in two years—and mark the return of big in-person conventions. Then the Omicron variant began to spread like wildfire across the U.S.—and some of the big exhibitors changed their mind.

T-Mobile was the first to drop out, followed by Amazon, Facebook parent Meta, Google, Intel, Microsoft, and chipmaker AMD, among others.

But despite those withdrawals, the show will go on—albeit not as long as show organizers had hoped. The Consumer Technology Association (CTA), which hosts CES, has made it clear it plans to move forward with both an in-person and virtual version of the show, but announced on Dec. 31 that it would close the event a day earlier than planned (on Jan. 7) owing to safety concerns.

The big question is: Will anyone be there to visit those booths in person?

Crowds at the in-person version of the show were expected to be notably smaller than 2020’s 182,000 people. But many major media outlets, including Fortune, have opted not to send reporters to the show, given the high (and growing) number of COVID-19 cases. Like last year, the CTA will offer a digital version of its event, making it a hybrid. But for many people, the focus was on that live show, which was meant to serve as a test case for whether conventions, as we know them, are viable in the COVID era.

Gary Shapiro, president of the CTA, maintains they still are.

“Thousands of businesses are relying on us,” he said on a LinkedIn post. “CES is an essential business event and can make or break a year for small and midsize companies. I’ve heard from many of these companies, urging us to move forward with an in-person show…We’ve learned so much from the pandemic over the past two years—especially on the deep human need to be with other people. Gathering in person helps us to build relationships, discover and learn new things, and communicate better. Moreover, there is cause for cautious optimism. While more contagious, studies indicate the Omicron variant presents minimal risk of serious illness for vaccinated people.”

For many of those small and medium-size businesses, though, the urge to move forward with a live show could have different origins.

“If, for some reason, they can’t hold CES, [the CTA] holds your funds until the next year,” says Suki Dunham, founder and CEO of sexual wellness firm OhMiBod, which has exhibited at CES for the past 10 years, but chose not to attend this year. “For a smaller company, that’s pretty big dollars. We didn’t want to gamble on that…We also wondered how many potential customers would be sending their staff to the event given the state of things, which of course translates to the cost-benefit analysis.”

Over 2,200 exhibitors are confirmed to exhibit in person at the 2022 CES, according to the CTA. And some major companies are still planning to attend. TV manufacturers LG and Samsung plan to be there. So do Sony, Nvidia, and Ford (though General Motors will no longer attend in person). Top executives will also be on hand, with keynotes expected from Samsung CEO Jong-Hee Han and Qualcomm CEO Cristiano Amon, among others.

CES focuses in 2022

As always, new TVs, automotive tech (which will occupy 600,000 square feet of floor space this year), and oddball gadgets will command many of the headlines. But this year’s CES is also branching into new territory.

A food tech space will highlight everything from plant-based proteins to smart farming to sustainability. And for the first time, CES will have a dedicated area for space tech, with Sierra Space’s Dream Chaser likely to be the big draw. The space shuttle–like vehicle is designed to ferry crews to the International Space Station and other low-Earth orbit destinations.

Not surprisingly, health tech will be a big focus in 2022. Formerly housed in the Venetian hotel, one of the show’s offshoot locations, it has been moved this year to the main event at the Las Vegas Convention Center. The category will include telemedicine and new technology for managing your own health. While there are certain to be companies leaning into COVID-themed and COVID-adjacent areas, traditional digital health products—from breast pumps to insulin monitoring—will be broadly represented as well.

And to emphasize the arrival of the health-tech industry, Abbott CEO Robert Ford will give a CES keynote talk.

In another sign of what’s hot, you can expect a lot of companies to talk about non-fungible tokens (NFTs), digital art, and the metaverse, the virtual reality playland that Facebook founder Mark Zuckerberg recently said would constitute the landscape of the future.

CES, first held over 50 years ago, has been the launchpad for many products that ultimately became blockbusters, including DVDs, VCRs, CD players, and the Xbox video game console. And considering its weight in the industry, organizers of other major trade shows planned for later this year will be watching to see how CES handles the new reality.

If CES, even in its now-reduced size, is a success—without becoming a COVID superspreader event—it could restart what is a big chunk of the Las Vegas economy. Conventions in southern Nevada, including Las Vegas, had an estimated 6.6 million attendees in 2019, according to the Las Vegas Convention and Visitors Authority, generating $11.4 billion in economic benefits.

CES attendees will have to show proof of vaccination to get into the show and will be required to wear masks at all indoor exhibit facilities and keynotes, and in CES transportation services. In mid-December, the CTA announced in-person attendees would be provided with two COVID-19 self-tests when they pick up their show badges. Although the group has encouraged show-goers to take a test, either on site or before leaving home, no one is required to do so.

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