Messe München getting more aggressive in emerging markets

Messe Mnchen International, one of the world's leading trade show companies, has an active approach when it comes to tapping into new markets, according to the company.

"Exhibitors expect us to internationalize our services, and they want us to partner with them as they work to achieve global presence," said Klaus Dittrich, CEO of Messe Mnchen International.

The company said that it will consistently strengthen its market position by holding high-level fairs and exhibitions through collaborations and acquisitions.

"In the short to medium term, we want to be No. 1 or 2 on the respective markets," said Dittrich.

In Munich, Germany, alone it organizes 40 shows for investment, consumer goods and high-tech industries. Each year some 30,000 exhibitors and 2 million visitors take part in the events held at the Messe Mnchen exhibition center.

The company also organizes trade shows in markets around the world, such as China and India, now with focus on Russia, Brazil, Turkey and South Africa.

According to the company, "event clustering" is a pillar part of its strategy.

It hosts leading international trade fairs in Munich and regional fairs in rapidly growing markets, according to the company.

One example is the bauma China show in 2002, which is now the largest trade fair for capital goods in Asia. A genuine model of success, the sixth bauma China was held in Shanghai last year.

The fair has been established in India under the name "bC India".

The next vital milestone comes this September, when bauma Africa celebrates its premiere in Johannesburg, South Africa.

There is a strong international demand for German technologies and products in the sector of environmental technologies, according to the company.

This is reflected by the success of IFAT, the Munich-based International Trade Fair for Environmental Technologies, a brand that is undergoing strong international expansion.

After establishing in China under the name IE expo, IFAT India will celebrate its premiere in Mumbai this year, and IFAT EURASIA will be held in Turkey in 2015.

According to the company, "Messe Mnchen gives companies and SMEs platforms for developing business and expanding cooperation".

The company also provides high-quality services to large industrial groups or SMEs, which makes it a strong partner when embarking into new markets.

"Made in Germany" is a seal of quality that also has great appeal in the sector for fairs and exhibitions, according to the company.

huangmengxin@chinadaily.com.cn

(China Daily 09/11/2013 page28)