China Smart Mice Group

What China Smart Mice Group does

China Smart MICE Group (智慧会展集团), publicly listed on China's New Third Board (NEEQ: 838738) and headquartered in Beijing, is a third-generation integrated Meetings, Incentives, Conventions, and Exhibitions (MICE) service platform built around five business groups: Integrated Marketing, Platform Services, Talent Network, Intelligent Meeting, and the Smart Experiencing Club. The platform portfolio comprises approximately a dozen proprietary products — most notably the EMP (Event Management Platform) and ESP (Event Service Platform) SaaS suites, the 会引擎 (Hui Engine) meeting management SaaS, the 活动兔 (Event Rabbit) co-organizer platform, the SmartLink academic conference compliance system, the 智会云 (Smart Meeting Cloud) multi-supplier collaboration and oversight cloud, the ESG Carbon Reduction and Carbon Neutrality Platform, and the AI-driven Intelligent Compliance System. The Intelligent Meeting group runs a Silicon Valley innovation laboratory working on AI meeting assistance, a metaverse immersive conference platform, and the 'Xiao Zhi' (小智) smart robot, and the group claims to operate roughly 600,000 conferences and events per year across 600+ Chinese cities and 47 international markets through 500+ Destination Management Company partners and a 30,000+ member local execution talent network.

The company's revenue model blends professional services (large-scale corporate event planning, execution, PR, and incentive travel, anchored by multi-year contracts with pharmaceutical majors including AstraZeneca, Pfizer, Bayer, Johnson & Johnson, Novartis, and Sandoz, and technology clients such as IBM, Lenovo, Microsoft, Huawei, and Tencent), subscription/SaaS revenue from EMP, ESP, 会引擎, 活动兔, and SmartLink under a 'SaaS + light customization' pricing model, managed services from the 30,000-strong talent network, and standalone AI/sustainability tooling. Go-to-market is enterprise field sales supported by four regional centers (Beijing, Shanghai, Chengdu, Guangzhou), international offices in Sydney, London, and San Francisco, and a formal regulatory role as Vice Chair of the China Chemical Pharmaceutical Industry Association's Compliance Professional Committee and as the only national-level MICE industry association president unit in China. The group reports ISO27001, ISO20000, ISO14001 and National Security Level 3 certifications, a 5A highest meeting service rating, National High-Tech Enterprise status, and selection into CCTV's National Brand Strategy Program.

Name

China Smart Mice Group

Legal name

中智商展（北京）国际会议展览股份公司

Website

https://smartmice.cn

Company type

Public

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

China Smart MICE Group (智慧会展集团, NEEQ: 838738) is a Beijing-headquartered, publicly listed third-generation MICE service platform serving multinational pharmaceutical, technology, financial, and association clients with proprietary event-management SaaS (EMP, ESP, 会引擎, SmartLink), a 30,000-strong talent network, ESG compliance tooling, and AI/metaverse-enabled meeting solutions.

Ownership category

akta.pro rank

Product category

Corporate Event Management Services (MICE)

NAICS

Convention and Trade Show Organizers (56192), Computer Systems Design and Related Services (5415)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Corporate Events & Meetings (MICE) Agencies (MPAAAGAD)

akta.pro secondary industries

MICE/Group Air & Meetings Travel Management (Corporate Groups) (THAKACAH), Meeting Compliance, Duty of Care & Risk Management (THAHAIAL), Integration & Managed Services for Hybrid Events (Platform Integrations, Ops, Support) (THAHAOAO), Membership, Accreditation & Credentialing Registration Systems (THAHAFAG)

Keywords

• Corporate event management
• MICE integrated services
• Conference management SaaS
• Pharmaceutical compliance events
• Incentive travel management

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Integrated Marketing Services: Full-service event planning, design, execution, and project management for corporate and association clients, including market strategy, PR, digital marketing, supplier integration, and RFP management. Revenue is generated through professional service fees tied to event scale, scope, and duration. Services are delivered through three operational centers (Beijing, Shanghai, Chengdu) with a network of 500+ DMC partners.
2. Conference Platform SaaS Subscriptions: SaaS-based event management and service platforms (EMP, ESP, 会引擎, 活动兔) offered through a SaaS + light customization model to enterprises, associations, and foundations. Provides 'system + resources + execution' one-stop digital conference management. Revenue is recurring through platform subscriptions and per-event usage fees.
3. Innovation Network / Talent Services: Training, assessment, project management, on-site execution, and compliance inspection services through a nationwide talent network of 30,000+ members across 400+ Chinese cities. Revenue is generated per-project or through managed service agreements.
4. Smart Meeting & Intelligent Compliance: AI-powered meeting tools, metaverse conference platforms, intelligent compliance systems, and green meeting digital tools sold as standalone or bundled solutions to enterprise clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

China Smart Mice Group is a third-generation MICE (Meetings, Incentive, Convention, Exhibition) professional service company that delivers end-to-end event management for multinational enterprises and associations. Its offerings span full-service event planning and execution, proprietary cloud-based SaaS platforms for conference management (EMP, ESP, 会引擎, 智会, 活动兔, SmartLink), a nationwide 30,000+ talent execution network, AI-enabled intelligent meeting tools, and a nationally certified ESG carbon reduction platform. The integrated "platform + resources + execution" model serves hundreds of multinational pharma, technology, and automotive clients across 600+ Chinese cities and 47 international markets.

Product overview

China Smart Mice Group operates as a third-generation MICE (Meeting, Incentive, Convention, Exhibition/Event) service platform offering a unified ecosystem with multiple interconnected products and services. The core platform consists of the EMP (Event Management Platform) and ESP (Event Service Platform) providing SaaS-based conference management with system + resources + execution integration. Supporting products include the 会引擎 (Meeting Engine) professional meeting management platform, 智会 cloud platform for multi-supplier coordination, 活动兔 for small event management, SmartLink for academic conference compliance, and the intelligent compliance service system. The AI-powered intelligent meeting group provides AI assistance equipment, metaverse conference platform, and digital cockpit for ecosystem collaboration. The group also offers integrated marketing services, talent network execution services, and the 品智 club premium membership, all supported by an ESG carbon reduction platform and covering over 600,000 conferences annually.

Differentiator

Problem solved

Functional benefit

Brands

• 智会云: Core middle-platform system powering the group's digital meeting solutions.
• 会引擎
• 活动兔
• SmartLink

Products and services

• EMP (Event Management Platform) 管理平台 Core cloud-based event management platform providing a "system + resources + execution" one-stop digital meeting management solution with features including plan approval, budget management, multi-category conference management, video conferencing, corporate travel, business dining, travel management, intelligent compliance, and data analytics, sold to enterprise clients on a subscription basis.
• ESP (Event Service Platform) 服务平台 Event service platform complementing the EMP, providing service-oriented features for conference execution and attendee management, used together with EMP as the digital backbone of the group's meeting management offering.
• 会引擎 (Hui Engine / Meeting Engine) Professional meeting management and service SaaS platform enabling efficient, cost-saving, compliant, and green meeting services for enterprises and associations through an all-in-one (A1) event management model.
• 智会 (Smart Meeting) Multi-Supplier Conference Collaboration and Supervision Cloud Platform Multi-supplier meeting collaboration and supervision cloud platform providing hotel network coverage and enabling green meeting coordination and monitoring, deployed for multinational clients including Bayer, IBM, Pfizer, and Lenovo.
• 活动兔 (Event Rabbit) Collaborative event management platform targeting small and micro conferences, enabling event organizers and co-organizers to coordinate execution and resources through a shared workspace.
• SmartLink Academic Conference Management System One-stop academic conference management system addressing low efficiency and high audit risk in three-party academic conferences, providing compliance review, efficiency improvement, and audit support for pharmaceutical enterprises and academic societies.
• MMP (Meeting Management Platform) Next-generation meeting management platform co-developed with AstraZeneca, marking 10 years of platform partnership with Pfizer/AstraZeneca as a new-generation system for enterprise conference and event management.
• ESG Carbon Reduction and Carbon Neutrality Platform First nationally certified ESG carbon reduction and carbon neutrality platform solution in China's MICE industry, enabling carbon emission calculation and tracking for events and supporting enterprise sustainability reporting.
• Intelligent Compliance Service System (智能合规服务体系) Comprehensive compliance service system providing intelligent compliance review, on-site compliance inspection services, and compliance standards support tailored to the pharmaceutical industry and industry associations.
• Integrated Marketing Business Group (整合营销业务群) Full-service integrated marketing offering including full-case planning, execution, project management, business inspection, incentive travel, resource integration, market strategy, PR communications, and digital marketing, delivered through the group's Beijing, Shanghai, and Chengdu operational centers and 500+ DMC partner network.
• Talent Network (创新服务 / 创新业务群) Innovation network providing training, assessment, business matching, project management, on-site execution, and compliance inspection services through a nationwide talent pool of 30,000+ trained execution personnel across 400+ Chinese cities, operated in cooperation with China's Ministry of Human Resources and Social Security.
• Smart Experiencing Club (品·智俱乐部) Exclusive concierge membership club for enterprise employees and VIP customers providing personalized travel, vacation, and lifestyle service solutions as a corporate benefits offering.

Quantifiable outcome

• Over 600,000 events managed annually — the largest third-generation MICE service group in China.
• +4 more outcomes

Named customers11 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature11 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Beijing International Studies University (北京第二外国语学院)coreStrategic or Co-development Partner · 1 November 2025China Smart MICE Group and Beijing International Studies University signed a strategic cooperation agreement in November 2025 to establish the 'Smart MICE Joint Research Center' and 'Practice and Internship Base'. The partnership aims to explore digitally intelligent and sustainable development models and cultivate technology-oriented MICE service talent.
• Ping An Insurance Group (平安保险集团)coreStrategic or Co-development Partner · 1 February 2019In February 2019, China Smart MICE Group and Ping An Insurance Group signed a comprehensive strategic cooperation agreement covering Ping An MICE platform development, system operations and maintenance, national talent network, conference activity operations, and platform collaboration.
• Huichan (会畅通讯)coreTechnology or Integration · 1 October 2018In October 2018, China Smart MICE Group, Huichan, iFlytek, Absen, and Alibaba Cloud IoT jointly launched the MICE+AI solution, integrating cloud video conferencing, AI speech recognition, LED display technology, and IoT capabilities into an intelligent conference solution.
• iFlytek (科大讯飞/讯飞听见)coreTechnology or Integration · 1 October 2018As part of the October 2018 MICE+AI joint launch, iFlytek contributed AI speech recognition and smart meeting assistant technology to the integrated intelligent conference solution.
• Alibaba Cloud IoT (阿里云物联网)coreTechnology or Integration · 1 October 2018Alibaba Cloud IoT participated in the October 2018 MICE+AI joint launch, providing IoT infrastructure to enable smart conference and venue management capabilities.
• Meituan-Dianping (美团-大众点评)coreStrategic or Co-development Partner · 1 February 2016In February 2016, China Smart MICE Group and Meituan-Dianping signed a comprehensive strategic cooperation agreement to jointly reshape the micro and small meeting ecosystem, integrating dining, transportation, and lifestyle services into the event management platform.
• 联想 (Lenovo)coreStrategic or Co-development Partner · 1 January 2016Lenovo is a major long-term client, having partnered with China Smart MICE Group for global supplier conferences for multiple consecutive years (2015–2020, five consecutive events). The group was recognized as Lenovo's Best Innovation Award winner, beating Ernst & Young.
• IBMcoreTechnology or Integration · 1 August 2015IBM was among the first major international clients for the '智会' multi-supplier conference collaboration and oversight cloud platform developed in partnership with Anmei Digital, deployed across IBM China's operations.
• Anmei Digital (安美数字)coreTechnology or Integration · 1 June 2015In June 2015, China Smart MICE Group (as 中智商展) and Anmei Digital signed an exclusive comprehensive strategic cooperation agreement to achieve '智会' green conference system coverage. The platform was deployed for clients including IBM, Bayer, Pfizer, and Lenovo.
• Tencent (腾讯)coreTechnology or IntegrationTencent is listed as a partner on the company's official homepage, collaborating within the digital ecosystem. The company has co-organized events with Tencent as part of industry ecosystem collaborations.
• Huawei (华为)coreTechnology or IntegrationHuawei is listed as a partner on the company's official homepage. Huawei has been involved in joint ecosystem events organized by the group, including the 6th AstraZeneca China Ecosystem Conference.
• MicrosoftcoreTechnology or IntegrationMicrosoft is listed as a partner on the company's official homepage, participating in joint ecosystem activities and digital transformation initiatives.
• China International Capital Corporation (中金)minorGTM or Marketing PartnerChina International Capital Corporation is listed as a partner on the company's official homepage, participating in joint ecosystem events.
• AstraZeneca (AZ, 阿斯利康)coreStrategic or Co-development PartnerAstraZeneca is listed as a key partner and enterprise cooperation model on the company's homepage. The company serves as AZ's important partner, showcasing industry-leading digital, compliant, and green academic conference solutions at national events. The AZ conference system MMP was fully launched in 2026, commemorating 10 years of platform partnership.
• Didi (滴滴)minorGTM or Marketing PartnerDidi was part of the O2O ecosystem collaboration launched in 2016 alongside Meituan-Dianping and Shenzhou, providing transportation integration for event logistics.
• Shenzhou (神州)minorGTM or Marketing PartnerShenzhou was included in the 2016 O2O ecosystem partnership to provide ground transportation and car-hailing services for event attendees.

Scale indicators7 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Cvent: Global enterprise event management SaaS platform. Direct peer to China Smart Mice's EMP/ESP/会引擎 platforms, targeting the same corporate meeting planners with a similar SaaS-plus-services model.
• CYTS BHL (中青博联): A leading Chinese MICE/integrated marketing services firm focused on enterprise conferences and incentive travel. Most directly comparable China-based competitor on the integrated marketing side of Smart Mice's business.
• Aventri: Enterprise event management SaaS platform serving global associations and corporations. Direct peer to the EMP/ESP event SaaS stack, with overlapping compliance and registration capabilities.

Emerging players

• Bizzabo: Hybrid and in-person event experience platform. Comparable to Smart Mice's metaverse/immersive conference platform and SmartLink hybrid solutions for enterprise customers.
• Eventbrite: Self-serve event creation and ticketing platform. Adjacent peer in event registration and ticketing capabilities that overlap with parts of Smart Mice's 活动兔 and registration infrastructure.
• 31会议 (31Events): China-based event management SaaS platform focused on registration, attendee management, and conference sites. Comparable to Smart Mice's EMP/ESP platforms on the technology side, but smaller and narrower in scope.

Broad incumbents

• Maritz Travel: Large global corporate travel, incentive, and event management incumbent. Comparable in serving MNC pharma/tech event spend with a broader portfolio than Smart Mice's MICE-only focus.
• BCD Travel: Global corporate travel management company with substantial MICE/event services practice. Comparable in addressing multinational enterprises' meeting and corporate-travel spend, but with a much wider TMC focus.
• CWT (Carlson Wagonlit Travel): Global corporate travel and meetings management incumbent serving large multinational clients. Comparable in being a longstanding MNC vendor with both TMC and event management capability at global scale.

Regional players

• Trip.com Group (Ctrip Business Travel): China's largest online travel platform with a corporate travel/MICE business. Overlaps with Smart Mice's corporate travel and event management offerings for the China market with much broader consumer travel scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about China Smart Mice Group