Speeding ahead

James Fu,general manager of Hannover Milano Fairs China.

Over the past fifteen years, the Chengdu Motor Show (CDMS) has dramatically expanded in scale and influence, evolving into West China's premier automotive industry exhibition and a rising star on the international stage.

It has not only ranked among the nation's top four auto shows but also has become an important event on the calendars of Chengdu citizens.

CDMS 2012 occupies 130,000 square meters of exhibition space, in which up to 30 exhibitors register more than 1,000 square meters of net booth area each. All domestic and overseas auto giants will present their latest models at the show. The show expects to draw 600,000 visitors.

Yet CDMS was not always so large-scale. A breakthrough for the show came in May 2006, when after years of negotiation, the leading fair organizer Deutsche Messe AG signed a strategic cooperation framework agreement with Chengdu Exhibition & Travel Group to jointly organize the 9th Chengdu Motor Show. At the time, there were less than 120 days left until the exhibition.

After a successful press briefing in Beijing, my team and I visited the Chinese branches of all the renowned foreign and domestic auto manufacturers, to discuss how to best execute the Chengdu Motor Show.

In sharp contrast to past shows, the 9th Chengdu Motor Show (CDMS 2006) had a stronger international feel, with a world-class exhibition concept, attentive service and premium suppliers. It enjoyed exceptional media coverage and received an enthusiastic reception from exhibitors, visitors and the public.

I firmly believe that CDMS will set a precedent for fruitful cooperation between foreign exhibition companies and Chinese local exhibition groups based on its unique positioning, advanced exhibition concept and excellent business model. As Chairman Wang Xia put, CDMS has been quickly narrowing the gap with international A-class auto shows and expanding rapidly.

We have every reason to believe CDMS's next fifteen years will be even better.

The author is the general manager of Hannover Milano Fairs China.